Vincent Franklin,  The Power of Language
 

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Vincent Franklin, The Power of Language Presentation Transcript

  • 1. Talking  in  a  way   that  keeps  people   clicking Vincent Franklin vincent@quietroom.co.uk 020 7970 6011Thursday, 4 October 12
  • 2. Thursday, 4 October 12
  • 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. 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. 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. 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. 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. Words  that  resonate SEASIDEThursday, 4 October 12
  • 9. Words  that  resonate COASTAL REGIONThursday, 4 October 12
  • 10. Words  that  resonate naughty stepThursday, 4 October 12
  • 11. Words  that  resonate thinking stepThursday, 4 October 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. 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. Words that resonate From  16th  September  all  stores  will  operate  their   regular  opening  hours.Thursday, 4 October 12
  • 15. Use  verbs  -­‐  not  abstract  nouns PreparaKon  for  reKrement Preparing  for  reKrement Preparing  to  reKre Ge`ng  ready  to  reKreThursday, 4 October 12
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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