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...
by Ben Afia | May 11, 2018 | articles, tone of voice
Three client conversations in the last two weeks reminded me of a drum I’ve been beating for years: We articulate our thoughts in words, not just pictures. So why don’t business leaders see great writing as vital to creating purpose and strategy? They...
by Ben Afia | Apr 24, 2018 | tone of voice, video/audio
Why is most business writing so bloody boring? Unclear, too. The result is people who don’t get our message and do what we hope. I’ve been helping companies develop their brand and language for 22 years. And that’s taught me a few things about how to...
