Talking	  in	  a	  way	                           that	  keeps	  people	                           clicking               ...
Thursday, 4 October 12
6	  steps	  to	  be4er	  copy              1. Write about your audience - not you              2. Choose words that resona...
Write about your audience                With	  nine	  founders	  and	  more	  than	  130	  staff	  spread	                ...
Write about your audience                BigBank	  is	  a	  major	  global	  financial	  services	  provider	              ...
Write about your audience                BigBank	  moves,	  lends,	  invests	  and	  protects	  money	  for	              ...
Write about your audience                WPP	  is	  the	  worlds	  largest	  communicaKons	  services	                  gr...
Words	  that	  resonate                         SEASIDEThursday, 4 October 12
Words	  that	  resonate                    COASTAL REGIONThursday, 4 October 12
Words	  that	  resonate                         naughty                           stepThursday, 4 October 12
Words	  that	  resonate                         thinking                           stepThursday, 4 October 12
Words	  that	  resonate                          assist               help                         ensure             make...
Words	  that	  resonate                Our	  General	  Insurance	  contact	  Claims	  Management	                  centres...
Words that resonate                From	  16th	  September	  all	  stores	  will	  operate	  their	                  regul...
Use	  verbs	  -­‐	  not	  abstract	  nouns                         PreparaKon	  for	  reKrement                         Pr...
Use	  short	  sentences	  for	  impact	                  As	  the	  construcKon	  and	  design	  industrys	  most	  powerf...
Use	  short	  sentences	  for	  impact	                  We	  are	  a	  financial	  cooperaKve	  which	  is	  very	  simila...
Go	  up	  &	  down	  the	  ladder	  of	  abstraction                The	  Delivering	  Service	  Excellence	  training	  c...
Climb	  up	  &	  down	  the	  ladder	  of	  abstraction                Our	  consultants	  use	  bespoke	  and	  market	  ...
Structure	  ideas	  with	  story	  spines      Once upon a time… there were two families that hated each other      Every ...
Structure	  ideas	  with	  story	  spines        Once upon a time…     we ran a defined benefit pension scheme        Every ...
Story	  spines	  -­‐	  and	  because	  of	  that...                Chester	  Studios	  has	  helped	  Winslow	  Hall	  dev...
Story	  spines	  -­‐	  and	  because	  of	  that...                Winslow	  Hall	  wanted	  to	  promote	  itself	  as	  ...
Story	  spines	  -­‐	  and	  because	  of	  that...                Winslow	  Hall	  wanted	  to	  promote	  itself	  as	  ...
6	  steps	  to	  be4er	  copy              1. Write about your audience - not you              2. Choose words that resona...
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Vincent Franklin, The Power of Language

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Vincent Franklin, The Power of Language

  1. 1. Talking  in  a  way   that  keeps  people   clicking Vincent Franklin vincent@quietroom.co.uk 020 7970 6011Thursday, 4 October 12
  2. 2. Thursday, 4 October 12
  3. 3. 6  steps  to  be4er  copy 1. Write about your audience - not you 2. Choose words that resonate 3. Use verbs not abstract nouns 4. Use short sentences for impact and clarity 5. Climb up down the ladder of abstraction 6. Structure ideas with story spinesThursday, 4 October 12
  4. 4. Write about your audience With  nine  founders  and  more  than  130  staff  spread   across  5  UK  offices  (Basingstoke,  Leeds,  Manchester,   Peterborough  and  Tonbridge),  we  offer  a  locally   owned  service,  naKonally. We  have  130  staff  spread  across  the  UK.  So  no  ma4er   where  you  are,  we’re  there  to  help  you.Thursday, 4 October 12
  5. 5. Write about your audience BigBank  is  a  major  global  financial  services  provider   engaged  in  personal  banking,  credit  cards,  corporate   and  investment  banking  and  wealth  and  investment   management  with  an  extensive  internaKonal  presence   in  Europe,  the  Americas,  Africa  and  Asia.  With  over  300   years  of  history  and  experKse  in  banking,  Big  Bank   operates  in  over  50  countries  and  employs  140,000   people.  BigBank  moves,  lends,  invests  and  protects   money  for  customers  and  clients  worldwide.Thursday, 4 October 12
  6. 6. Write about your audience BigBank  moves,  lends,  invests  and  protects  money  for   customers  and  clients  worldwide.  We’re  a  major  global   financial  services  provider  engaged  in  personal  banking,   credit  cards,  corporate  and  investment  banking  and   wealth  and  investment  management  with  an  extensive   internaKonal  presence  in  Europe,  the  Americas,  Africa   and  Asia.  With  over  300  years  of  history  and  experKse   in  banking,  Big  Bank  operates  in  over  50  countries  and   employs  140,000  people.  BigBank  moves,  lends,  invests  Thursday, 4 October 12
  7. 7. Write about your audience WPP  is  the  worlds  largest  communicaKons  services   group,  employing  162,000  people*  working  in  3,000   offices  in  110  countries. or... Our  global  network  and  local  experts  bring  you  what   we  believe  are  the  best  investment  opportuniKes   from  around  the  world.Thursday, 4 October 12
  8. 8. Words  that  resonate SEASIDEThursday, 4 October 12
  9. 9. Words  that  resonate COASTAL REGIONThursday, 4 October 12
  10. 10. Words  that  resonate naughty stepThursday, 4 October 12
  11. 11. Words  that  resonate thinking stepThursday, 4 October 12
  12. 12. Words  that  resonate assist help ensure make sure endeavour work hard delivers you gives you your requirements the things you need prepare get ready process take care ofThursday, 4 October 12
  13. 13. Words  that  resonate Our  General  Insurance  contact  Claims  Management   centres  are  currently  experiencing  a  considerable  upli   in  claims  related  calls  as  a  result  of  the  recent   severe  weather,  for  customers  affected  by  flooding   please  visit  our...Thursday, 4 October 12
  14. 14. Words that resonate From  16th  September  all  stores  will  operate  their   regular  opening  hours.Thursday, 4 October 12
  15. 15. Use  verbs  -­‐  not  abstract  nouns PreparaKon  for  reKrement Preparing  for  reKrement Preparing  to  reKre Ge`ng  ready  to  reKreThursday, 4 October 12
  16. 16. Use  short  sentences  for  impact   As  the  construcKon  and  design  industrys  most  powerful   source  of  news  and  analyKcs,  McGraw-­‐Hill  ConstrucKon   offers  an  unrivalled  database  of  construcKon  projects   and  products,  yielding  incomparable  business   intelligence  and  creaKng  criKcal  connecKons  and   communiKes. McGraw-­‐Hill  ConstrucKon  is  the  construcKon  and  design   industrys  most  powerful  source  of  news  and  analyKcs.    We   offer  an  unrivalled  database  of  construcKon  projects  and   products.  This  gives  you  incomparable  business  intelligence   and  helps  create  criKcal  connecKons  and  communiKes.Thursday, 4 October 12
  17. 17. Use  short  sentences  for  impact   We  are  a  financial  cooperaKve  which  is  very  similar  to  a   bank  or  building  society  but  we  are  unique  because  we   are  owned  by  the  people  who  do  business  with  us  in   the  local  community  and  we  are  designed  with  you  in   mind. We  are  a  financial  cooperaKve.  This  means  we’re  very   similar  to  a  bank  or  building  society.  But  we’re  unique   because  we  are  owned  by  the  people  who  do  business   with  us  in  the  local  community.  We  are  designed  with   you  in  mind.  Thursday, 4 October 12
  18. 18. Go  up  &  down  the  ladder  of  abstraction The  Delivering  Service  Excellence  training  course  covers   all  the  essenKal  customer  service  techniques  enabling   you  to  idenKfy  your  customers  needs  and  keep   delivering  a  level  of  service  that  ensures  loyalty  and   increased  profits.Thursday, 4 October 12
  19. 19. Climb  up  &  down  the  ladder  of  abstraction Our  consultants  use  bespoke  and  market  leading  IT   systems  and  their  proven  communicaKon  skills  to   make  a  difference  and  ensure  that  our  clients   understand  all  of  the  opKons  available  to  them.  Our   systems  and  approach  also  mean  that  we  are  well   equipped  to  give  quick  answers  to  the  important   quesKons  raised  by  clients.  Our  clients  benefit  from   accurate,  tailored  and  pracKcal  advice  at  a   reasonable  cost.  Thursday, 4 October 12
  20. 20. Structure  ideas  with  story  spines Once upon a time… there were two families that hated each other Every day they met in the street, and fought and argued Until one day the son of one family gate-crashed a party at the other family’s house And because of that he danced with their daughter And because of that they fell in love And  because of that he wanted to stop the fighting And because of that his best friend got killed Until finally their parents broke into the tomb and found the bodies of their dead children And as a result they decided to put aside their differences and live in harmonyThursday, 4 October 12
  21. 21. Structure  ideas  with  story  spines Once upon a time… we ran a defined benefit pension scheme Every day people joined signed up and forgot about it Until one day we realised that if we carried on we’d go bankrupt And because of that we needed to find another way to help people save for retirement And because of that we started a defined contribution pension scheme And because of that everyone will have their own pot that we’ll put money into And because of that people need to decide how their money is invested and, later, how to turn it into an income And because of that they need information Until finally we realised our job is to give people that information And as a result I’m sending you this bookletThursday, 4 October 12
  22. 22. Story  spines  -­‐  and  because  of  that... Chester  Studios  has  helped  Winslow  Hall  develop  a   new  website  powered  by  our  own  content  managed   system  to  help  promote  the  venue  for  conferences   and  events.  We  created  a  site  that  is  easy  to  use   and  visually  clean,  providing  a  wide  range  of  images   and  downloads  for  all  people  interested  in  using  the   venue.Thursday, 4 October 12
  23. 23. Story  spines  -­‐  and  because  of  that... Winslow  Hall  wanted  to  promote  itself  as  a  venue   for  conferences  and  events.  And  because  of  that   they  needed  a  site  that  would  give  people   interested  in  using  the  venue  a  wide  range  of   downloads  and  images.  And  because  of  that  we   developed  a  website  for  them  that  was  visually   clean,  easy  to  use  and  is  powered  by  our  own   content  managed  system.Thursday, 4 October 12
  24. 24. Story  spines  -­‐  and  because  of  that... Winslow  Hall  wanted  to  promote  itself  as  a  venue   for  conferences  and  events.  So  they  needed  a  site   that  would  allow  people  to  download  lots  of   informaKon  and  images.  We  developed  a  website   for  them  that  was  visually  clean  and  very  easy  to   use.  It’s  powered  by  our  own  content  managed   system.Thursday, 4 October 12
  25. 25. 6  steps  to  be4er  copy 1. Write about your audience - not you 2. Choose words that resonate 3. Use verbs not abstract nouns 4. Use short sentences for impact and clarity 5. Climb up down the ladder of abstraction 6. Structure ideas with story spinesThursday, 4 October 12
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