Vincent Franklin, The Power of Language

Talking in a way that keeps people clicking Vincent Franklin vincent@quietroom.co.uk 020 7970 6011Thursday, 4 October 12

Thursday, 4 October 12

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

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

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

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

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

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 sure endeavour work hard delivers you gives you your requirements the things you need prepare get ready process take care ofThursday, 4 October 12

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

Words that resonate From 16th September all stores will operate their regular opening hours.Thursday, 4 October 12

Use verbs -‐ not abstract nouns PreparaKon for reKrement Preparing for reKrement Preparing to reKre Ge`ng ready to reKreThursday, 4 October 12

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

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

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

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

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

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

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

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

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

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

Vincent Franklin, The Power of Language

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