Heins believes he has the answer to most questions, but even when he does not, he is never in doubt and expresses his position with clarity and humor.  He attracts his audience with an attention getting device, engages it with thoughtful comments and examples, and then releases it with thought provoking analysis.  Heins is not short on opinions or judgments, but limits his opinions and analysis to specific areas of expertise, which he has spent years pursuing, while continuing to refine his ideas and conclusions.  A wordsmith practices his profession in an effort to impress and educate. A word merchant practices his profession in an effort to persuade and convince.  Heins combines the intellect of a wordsmith with the practical qualities of a word merchant.