by Chris West | 21st Dec 2022 | Copywriter training
Truth is, you can’t change everything about your brand’s tone of voice. Not all in one go, anyway. The big problem we see in tone of voice in tech is that there’s too much, erm, tech. Most of your clients aren’t as knowledgeable as your CPO. So...
by Chris West | 31st Oct 2022 | Copywriter training
What are Communities of Practice? And how can you use them to help your copywriters? Back in 1991, two cognitive anthropologists, Jean Lave and Etienne Wegner, discovered something remarkable. Street gangs don’t use agenda. But still they seem to thrive through...
by Chris West | 27th Jun 2022 | Copywriter training
I want to ask CMOs about their brand purpose writing. Is it good enough? This came out of a keynote speech I was asked to give by the Financial Services Forum in London on 16th June 2022. Along with the panel, I was asked whether I thought Purpose contributed to a...
by Baxter Bee | 06th Jun 2022 | Copywriter training
Is this #EndofDays? For ‘British’ as a desirable value, I mean. Listen to UK radio and it’s the woke brigade who’s ruined it for everyone else. Two minutes later, there’s never been a better time to be British. What’s going on? What...
by Baxter Bee | 26th May 2022 | Copywriter training
Started talking about the ‘I’ word yet? (Hint: 9 letters. Which is equal to the % rate it’s now running at.) It’s time to relearn how to write those tricky emails to customers. Find a way to talk about price rises. And do it without hurting...
by Baxter Bee | 05th May 2022 | Copywriter training
Watched WeCrashed yet? It’s all about what went on at WeWork. What went on was a lot of language: “the energy of We” “TGIM” “Elevate the world’s consciousness” The language which unsettled the investors, drew a willing...
