by | articles, tone of voice
You write a brief. You’re really happy with it. You send it to your copywriter. The copy comes back. It’s crap. You email back and forth. The next draft isn’t much better. By the eighth round of amends you’ve lost the will to live. You’ve wasted days on this. You...
by | articles, tone of voice
You could say some brands got it wrong and some got it right during lockdown. But what it boils down to is some had empathy and some didn’t. Some brands were able to tune into how their customers were feeling and communicate on a more human level. How? I can’t speak...
by | articles, behaviour, culture, tone of voice
There’s one thing my clients have been crying out for in recent weeks, it’s empathy. I don’t mean they think I’m not hearing them (at least they’ve not said so). It’s empathy for their people and customers. Some are concerned their marketing and comms teams might be...
by | articles, tone of voice
How can you improve your writing? Practice and habit. One trick is to write something every day, even if it’s just a paragraph. Even if you look back and think it’s rubbish, just write. Last week I ran a virtual writing workshop for Adam Harris’ young...
by | articles, brand strategy, tone of voice
Last week a friend told me he thought the whole world needed what we do. After I deflated my ego, I realised he had a point. Suddenly we’re in a weird world where people need to be more human. In fact the one thing clients have asked for most since lockdown is empathy...
by | articles, tone of voice
You’ve probably seen all the press hailing New Zealand’s Jacinda Arden as the world’s greatest leader. And when I look at how she behaves, it feels like my mission to make business more human finally has a great example to look to.I work with a huge...
