by Ben Afia | Oct 19, 2018 | articles, tone of voice
I’ve been published in German. Which is fun because I don’t speak it. Marketing magazine, Absatzwirtschaft, recently asked me to write an article explaining tone of voice to German corporates. This is what I sent them in English but if you can read German,...
by Ben Afia | Oct 9, 2018 | brand strategy, culture, tone of voice, video/audio
Way back in the mists of time, around 2005 I think, I was finishing off E.ON’s brand tone of voice guidelines and we were talking about how to get them rolled out. E.ON asked me to do some training.
I’d never delivered training before but I agreed and figured I’d...
by Ben Afia | Aug 10, 2018 | articles, tone of voice
Sometimes it’s easy to forget that customers aren’t numbers, they’re people: people with friends they talk to when they’ve been badly treated. High leakage rate? A couple of weeks ago we were talking to a business that needs to fix its leaks. They had a high leakage...
by Ben Afia | Jul 20, 2018 | articles, tone of voice
So, you’ve got your organisation’s website copy, marketing materials, customer letters and other bits and pieces rewritten in a human, friendly tone of voice. Well done! (If you haven’t, you really should – why not have a chat with us about how to get started?). But...
by Ben Afia | Jun 15, 2018 | articles, behaviour, tone of voice
Customer satisfaction at all time high, Indian webchat teams Last year I created a new empathy and writing programme for Vodafone’s Indian webchat teams. We spent a lot of time on: understanding customers practising emotional intelligence adapting to cultural...
by Ben Afia | Jun 1, 2018 | articles, tone of voice
‘I can resist everything except temptation…’ Oscar Wilde knew a thing or two about quips; plenty of his appear in the Oxford Dictionary of Humorous Quotations. It’s no wonder he’s the most cited wit – he was a true genius of language who knew exactly...
