You put your time, your best thinkers and hard-earned budget into a new brand tone of voice, then you find little pockets of resistance: people who’d rather keep things the way they were. They’ll have different reasons for sticking to their guns, and before you can convince them that writing in a different way is better, you need to find out what the real issue is.
- This month we’re looking at:
- The reasons people give for why they don’t want to use their company’s new tone
- Their real reasons
- How to get past their objections, and make sure it happens
Plus how to prepare the ground ready for the launch, make sure you weed out the problems, and look after the new shoots if you want your tone of voice to really take root.