Rolling out tone of voice: Why leaving train the trainer until almost the end makes sense

train the trainer

Liz, August 17, 2017 

We’ve had a couple of questions about train the trainer sessions this week. These are the training sessions we hold towards the end of a brand language roll-out to help build training skills into the organisation we’re working with.

“But,” said one lady we were talking to, “If you do train the trainer first, we could save ourselves a lot of money and just train all our teams ourselves.”

I can see why this seems a sensible way of looking at things. Why pay for external consultants to train all your teams? Much more cost-effective to get them to train your own trainers, and then your own trainers train everyone.

But this way of thinking is based on a misunderstanding of what tone of voice training is.

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Congratulations to our client, Cardiff Bus

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Congratulations to our client Cardiff Bus who’ve just launched a new fleet.

The fleet’s made up of 10 Mercedes Citaro single deck vehicles, which are as green as they come.  They’re super-accessible too and have audio announcements in English and Welsh. They’ve also got free Wifi and USB chargers.

All aboard!

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Should a workplace ever get involved in a woman’s decision to freeze her eggs?

egg freezing

Liz, August 8, 2017

In the early 90s, I started going for my first professional job interviews. Society – and the laws that governed it – were different then.

“You’d better not have plans to get married. Married women go off and have babies – pain in the arse…” was a comment as I interviewed for my first job as a reporter. When I moved on to another newspaper a couple of years later, I got the same spiel. And at the interview for my third job, it was the same again – and it was at the BBC, can you believe?

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Why do some attempts at tone of voice fail?

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Liz, July 3, 2017

A little while ago we did an audit of all the tone of voice work we had ever done. I had a hunch – which turned out to be accurate – that at least half of our tone of voice projects since 2009 have been rescue jobs.

By this, I mean another agency or freelancer has had a first stab at creating a tone of voice for an organisation – but it just hasn’t worked out. So we pick it up, look at what’s happened and set out on a more solid path.

It’s a situation that gives you some really good insight into what doesn’t work – and why.

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Stop listening to polls, start listening to people

focus group

Liz, June 9, 2017

So – a hung parliament. Just what the country needs at a time when we’re about to break up with our biggest trading partner.

The PM seems to have made the fatal error of actually believing what the polls say.

For years now, I’ve been encouraging our clients not to bother with focus groups. Or at least, if they really do want to have them, to take them with a hefty dose of salt.

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How to make a success of that piece of work you don’t really want to do

brainache pxls

Liz, May 19, 2017

Here are the tell-tale signs: My desk is tidy. Really tidy. I have answered all my emails… and even opened a few junk ones. My admin is done. My household paperwork is filed.

This abnormal activity can only mean one thing. There is a piece of work on my schedule that, for reasons unknown, is not setting my world on fire.

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Why I hate language snobbery

GRAMMAR POLICE

Liz, April 28, 2017

I opened a newsletter from a rival copywriting company today. It was full of “helpful” advice about how to not embarrass yourself by muddling words. It also tried to kick off a debate on when and where it’s OK to correct someone else’s grammar.

So I’m just going to put it out there: I hate it, HATE it, when language gets talked about as an elitist set of rules that can only be accessed by a privileged few.

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Stuck for ideas?

Cup

You’re staring at the one third of a report you’ve managed to – somehow – scratch out. The deadline is looming. BBC News and Facebook have given your battered brain mild relief for the last 40 minutes. But, sadly, they’ve given you no ideas about what to put next.

You’re tired. You’re bored. And as the clock ticks, you’re beginning to feel slight flutters of panic.

We have a couple of unorthodox – but highly effective – suggestions for getting your brain into the zone and bursting with ideas when you’re feeling flat and uninspired.

They’re both about NOT THINKING. Or more precisely, about removing analytical filters from your thinking.

Because our brains are playful little treasure troves. And if we let them talk to us without censorship, we can fire up all sorts of innovative ways forward.

So if you’re stuck, try these things.

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What tone of voice is… and what it isn’t (or shouldn’t be)

toneofvoice

Every now and again, we get a call that goes like this:

Person representing organisation: “We need a tone of voice. We don’t have a lot of budget because we’ve already done all the brand work with a design agency. In fact, they’ve done some of the tone of voice already, so all we need you to do is the engagement piece – you know, just get everyone to buy into the brand and communicate in a completely new way…”

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New friends – and great writing

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Last Friday we held our Become a Better Copywriter in a Day workshop at the beautiful Linnean Society in Piccadilly – and we couldn’t have picked a better group of writers to join us.

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Poor service is costing companies big bucks – so why does it happen?

Contact centre

In the last few days, the Ombudsman Services has published data suggesting that poor customer service costs companies somewhere in the region of £37bn.

This calculation comes from figures that say more than a quarter of customers took their business elsewhere last year – or spent less money with a company – after receiving shoddy service.

So why does this happen? And what can organisations do to improve customer service?

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Turning the culture of a hospital around

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Eight years ago, Birmingham Children’s Hospital was criticised for not having enough beds, operating theatres or trained staff. This week, it became the first hospital to be given an “outstanding” rating by inspectors.

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Corporations need creativity. Yet hierarchies, processes and rules squish free thinking. So what can be done?

Gaming

Liz, February 10, 2017

Years ago, at the Edinburgh International Book Festival, I went to a talk in the science tent where authors talked about the number one need for creativity: Getting views and approaches from outside your own discipline.

The best ideas came, they said, when different ways of thinking came together.

And this week, we heard an interesting extension of that argument – that of course bringing ideas together is important… but it has to be done in a spirit and culture of collaboration.

So where does that culture of collaboration come from?

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Communicating with stakeholders… or keeping everyone who needs to know in the loop

Communicating with Stakeholders

Liz, January 20, 2017

Everyone knows (or should know) that when you’re trying to get work done, you need to communicate regularly with all the members of the team who are doing the work.

In a well-run project, you do it to make sure the work happens efficiently and to deadline.

But there’s another group of people that organisations regularly forget about including in updates – and they’re the stakeholders.

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Terms and conditions – time to play fair

Agree Ts&Cs

Liz, January 6, 2017

Yesterday, the UK’s Children’s Commissioner published a report that condemned the “impenetrable” terms and conditions used by online media companies.

We agree that Ts&Cs are very rarely an easy read – but we think that it’s not just kids who don’t understand them.

We think it’s time for all companies to make their terms and conditions easy to understand and – dare we say it – interesting. Here’s why and how…

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Our year in numbers

Just to finish the year, a quick look at what we got up to in 2016…

Wordtree's 2016 in numbers

Click to enlarge.

 

How do you allocate budget to design, content and thinking?

Creative planning

Liz, December 16, 2016

Here’s a situation we found ourselves in a couple of years ago. An organisation wanted our copywriters to produce a 30-ish page brochure.

It’s a piece of collateral they’d produced every year. They loved the look of it – and felt that visually, it was fresh and relevant. But when it came to the content, they felt that unfocussed messaging and lack of differentiation in the story they were telling were letting them down.

It sounded like a great piece of work – the kind of thing we really like to get our teeth into.

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How not to market to people in their 40s

Online Marketing

Liz, December 9, 2016

Or – if another marketer categorises me as “middle aged” I may just strangle them with an elasticated trouser waistband…

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Congratulations Tellermate!

Tellermate team at the CIM Wales awards

Huge congratulations to our friends at Tellermate – a global cash management company – who won the Best Use of Content Marketing award at the CIM Wales awards last night.

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A day of creative copywriting in London

copywriting workshop

Last week we hosted our final copywriting workshop of 2016 at the beautiful Linnean Society in London.

Writers from Purplebricks, Cats Protection, ACCA, M&S, UK Greetings and Propellernet joined us for a day of writing, discussion and creativity. A big thank you to everyone who came along – it was lovely to spend time with you.

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