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Hot off the press: our thoughts on what's happening in the world of brand language and business writing.
Shoppers expect brands to step up during the cost-of-living crisis. But many marketers are working with smaller budgets. When a big campaign is off the table, how else can you connect with customers? Start with your language, says Aidan Clifford, Senior Creative Consultant at The Writer.
We’ve always seen this as a happy working relationship: computers apply the rules, but humans set them in the first place – and can override them as soon as they hamper expression. But how long can this harmonious division of labour last? Here’s what a collaboration with robots could look like...
With new guidance on comms from the FCA, and a recession looming, the days of firms being able to hide behind waffle and jargon are over, writes Katie Comery, Associate Creative Director at The Writer.
To a customer, the person on the other end of the phone or email is your brand in that moment. So why is there so often a disconnect between the voice of marketing and the voice of customer service?
It’s been a litle while since Mark Zuckerberg sent a black crewneck-clad avatar of himself off into a galactic virtual meeting room, and the internet’s still reeling. Meanwhile, we’re stuck on the new name.
Rightly we’re all thinking about inclusive language. Just make sure you don’t miss out on an enemy of inclusivity that has long been lurking in business writing: jargon and business-speak.
Words are powerful. They can excite, engage, entertain, inform, persuade. But they can just as easily shut people out. That’s where the idea of inclusive language comes in – avoiding words or phrases that can offend or ignore parts of your audience. And instead, writing for an audience of everyone.
Our Group Creative Director, Charli Nordone, sat down with Creative Pool to talk storytelling, Simon Sinek and spotty dachshunds.
'Brands are doing some soul searching.' Charli spoke to Transform Magazine on how Covid's affected the way brands communicate, and why tone of voice is more important than ever.
Since this time last year, Very Sincere Brand Messages have been flooding our inboxes. And the sheer volume of comms we're getting has made us, as readers, expect more from the words businesses are using than ever. So how do you make sure your writing stands up to scrutiny?
Chatbots and voice assistants have come a long way in the last few years, but done badly, they can still really wind your customers up. Here's how to master the art of a good conversation.
Customer experience, the discipline that wants to put emotion and how people really feel at the heart of business, is terrible at communicating. Our Harry’s pulling no punches in Engage Customer.
Our Harry’s in Brand Quarterly, chatting with chatbots who seem to be doing a better job at natural language than human writers. Time to step it up, folks...
Stuart Mitchell says he ‘would've bitten someone’s hand off if they’d offered me the sort of training The Writer provides’ when he was MD of Sainsbury’s. Lucky for him he’s our new chairman.
Our Hannah’s telling councils to watch their language in The MJ. And it all starts with writing better letters.
We’ve just embarked on a joint research project with NYU, where we’ll be looking at natural language processing (And destinationCRM.com and EContent have picked up on it too.)
Love him or hate him, there’s no denying that our foreign secretary has a distinctive tone of voice. Business leaders could learn a thing or two, says our Neil in City A.M.
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