Category Archives: Copywriting
Making a sound judgement
By their nature, writers are some of the most judgemental people you’ll ever meet. It’s just that the best writers happen to make incisive judgements. (The worst will have to google ‘incisive’.) Intuition about your imagined audience goes a long … Continue reading
Toning up
From humble beginnings to global expansion, organisations have some great stories to tell. It’s why storytelling is such an essential part of scripting for audio branding. But when it comes to narrating your own story, there’s a question worth asking. … Continue reading
Ee by gum: the power of dialect
This month, our Sound Ideas posts have leant an ear to the use of music in building a brand. But while on-brand music is all well and good, when it comes to On-Hold Marketing that really kicks some arse, it’s … Continue reading
Do you copy?
Last time it happened, I was at a party. ‘What do you do?’ said a man. He was a whopping great bloke with a point to prove – his handshake was crushing. ‘I’m a copywriter,’ I said. He asked which … Continue reading
A tale for Christmas
When I was a sprout, there was a Christmas when my parents took me to see some of their friends. Let’s call them Auntie Beryl and Uncle Bob. They weren’t relatives but they had that exclusive status your parents award … Continue reading
They’ll leave a message if you really mean it
I can’t think of a more boring business communication than the default manufacturer’s voicemail greeting on a handset or mobile. It’s like the first phone manufacturer realised it needed to prompt callers, came up with a forgettable line and said … Continue reading
Office Block Rockin’ Beats
Manchester has more trees than you’d think. I know, because if I look out of the window, they stretch right up to the Pennines. Just off to their left, the city gleams under this out-of-season sunshine. Not a bad view … Continue reading
Writing for ears – not eyes
This month we’ve talked about the fundamentals of podcasting – and how it can be an effective way for businesses to engage and build trust with their audience. But when it comes to delivery, there’s a fine line between easy … Continue reading
Strapping business
In our last few posts, we’ve leant an ear to the increasing use of multi-channel audio logos. But if a sound can sum up a brand… where do words come in? Let’s talk straplines. A strapline (or strap, as writers … Continue reading
Whistle while you work
For writers, the rise of computers has brought with it an added bonus. Nowadays, when you realise a piece you’re working on isn’t turning out too well, you don’t have the added humiliation of missing the paper bin. You can … Continue reading
