by | articles, culture, tone of voice
I’ve seen what happens in companies when you change the language you use: happier customers, improved NPS scores, fewer complaints and increased click-through rates. But its power is more fundamental than that. It’s baked into who we are. This week The Secret History...
by | tone of voice, video/audio
Fancy a mini-masterclass on the power of language in business? Check out Robert Craven’s interview with me on his GYDA Talks podcast. It’s part of the GYDA initiative, helping digital agencies grow. We covered a lot, from afiatone to our donut model: Why...
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...
