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.
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.
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.
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.
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.
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…”
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?
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.
Corporations need creativity. Yet hierarchies, processes and rules squish free thinking. So what can be done?
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?
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.
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…
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.
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.
Liz, November 16, 2016
This is a question I’ve been asking myself since I first dropped about £600 to pay the entry into one of them a few years ago.
I mean, £600 is a lot of money.
Liz, October 21, 2016
Most days I drive down the A470 to work. Half-way down, just south of Pentrebach, I go past the sign for Aberfan.
Fifty years ago, the dual carriageway through the valleys into Cardiff didn’t exist. So the 1.4m cubic feet of coal slurry and debris that slammed through the village and engulfed the school flowed straight over where the road now is.
I’ve always think of the kids when I drive past the exit. So many from one small community. What a quiet place it must have been in the months and years afterwards. And of course, all of us at Wordtree were thinking of Aberfan when we stood for a minute’s silence in Cardiff’s Millennium Centre this morning to mark the 50th anniversary of the disaster.