The Writer

Every word’s an opportunity Yours can connect and convince. Impress. Affect. Influence. They can save you money. Make you money. Save time. Make good times. Your words can push your brand forward. And make it worth backing. We’ve buddied up with big names who have seen big returns. Words for manifestos, websites, social posts, letters and reports.   Names for brands, businesses, projects, products and services.   Workshops for writers, reviewers, editors, auditors and storytellers.   Ideas for tone, messaging, narratives, brand values. And more.     Need to change perceptions? Your company culture? Your bottom line? The bottom line is, you can. All with words.  #BrandLanguage #Naming #Writing #Training #Consultancy

When you fit together thousands of jigsaw pieces, the seams are visible. Our job was to make it seamless.    A client needed to edit thousands of content pieces to fit their new app format. Without a solid content strategy, it risked looking like a jigsaw puzzle – jagged edges included.     But with a helping hand, the content migration was fully optimized. Sharp. Smooth. With no seam, join or edge in sight.      Read more on how they got their ‘appily ever after here 👉  https://lnkd.in/evgrurFD   #UX #ContentStrategy #DigitalTransformation #UserExperience 

Boss: Can you send round a summary of the article?  Us: Sure. Just give me a minute of your time.      When the boss asks us to sum up an article, we always try to get a fuller brief:  📰 Why that article of all articles?    🤓 Who’s the summary for?    🔢 What kind of wordcount are we talking here?     With just a little more information, you can make sure you’re pulling out the right things that matter to your readers.     Swipe through for the dos and don’ts of summing up 👇     #WritingTips #HowTo  

Sharpen those (metaphorical) pencils: fall is in the air. Science and trends both agree—with the change of season comes the desire to learn (and remember) more. Read all about it in Page Break. #BrandLanguage #Training #LearningAndDevelopment

When we get together, it’s a ‘No brainstorming’ zone.  🧠 🚫 That surprises people. Because (a) we’re known for our thinking; (b) brainstorming’s become the default tactic for thinking as a group.  But there are better techniques out there. (We like ‘brain-writing’…shock.) 📜 Read the science for yourself and set up your own storm-free zone: https://lnkd.in/ejXT22My #Ideas #Thinking #Brainstorming #Creativity 

Spoiler alert: what you think is important may be totally useless to your customer.  When it comes to health products, it’s tempting to throw all the science on the packaging.  The risk? Alienating customers with jargon.  Instead, throw out your shoes. And step into theirs.  🥾🥿👢  https://lnkd.in/eAPfXz3Y Chloe Heritage I Danielle McGee I i-Health, Inc., a division of dsm-firmenich I dsm-firmenich 💚

Feeling, tone and clarity: three of the writing ingredients needed for standout job ads. We infused these into a huge rewrite of 500 job applications for a client. Not for the fainthearted. We relied on our craftsmanship (and meticulous project management) to get the job done. So, how’d we do? You tell us. https://lnkd.in/e9AuYSUv #BrandLanguage #EmployerBrand  

“Garbage in, garbage out.”  AI has human bias because the data it learns from has human bias.  From Midjourney refusing to generate images of Black doctors treating white patients (https://lnkd.in/dKHwsNh3.), to Chat-GPT favouring words like “beauty” and “delight” (https://lnkd.in/dkPzzHa9) to describe female job applicants (versus “expert” and “integrity” for male applicants). AI is as likely as any human to skew results based on bias. The difference? It delivers them as fact. Even more troubling, AI is more likely to repeat problematic bias due to the shock factor (https://lnkd.in/dGNctWuN) – the very factor that tends to get humans to engage, even if it’s out of distaste.  But not all is lost. When we understand the bias that AI has, and the role our words play when we interact with it, we can make the choice to use it as a tool to promote DEI efforts. Watch this space for our upcoming training on AI and the language of bias >  https://lnkd.in/eeCQdUpf #AI #DEI #EthicalAI 

Does anybody really care about an out-of-office message though?   These client responses to our colleagues' OOO emails suggest they do:   “𝘐 𝘵𝘩𝘪𝘯𝘬 𝘵𝘩𝘪𝘴 𝘮𝘪𝘨𝘩𝘵 𝘣𝘦 𝘮𝘺 𝘮𝘰𝘴𝘵 𝘧𝘢𝘷𝘰𝘶𝘳𝘪𝘵𝘦 𝘰𝘶𝘵 𝘰𝘧 𝘰𝘧𝘧𝘪𝘤𝘦 𝘳𝘦𝘴𝘱𝘰𝘯𝘴𝘦 𝘰𝘧 𝘢𝘭𝘭 𝘵𝘪𝘮𝘦.” “𝘐 𝘢𝘣𝘴𝘰𝘭𝘶𝘵𝘦𝘭𝘺 𝘓𝘖𝘝𝘌 𝘺𝘰𝘶𝘳 𝘖𝘖𝘖 𝘮𝘦𝘴𝘴𝘢𝘨𝘦 😃 𝘏𝘰𝘱𝘦 𝘺𝘰𝘶’𝘳𝘦 𝘩𝘢𝘷𝘪𝘯𝘨 𝘭𝘰𝘢𝘥𝘴 𝘰𝘧 𝘧𝘶𝘯.” “𝘐 𝘭𝘰𝘷𝘦 𝘪𝘵, 𝘪𝘵’𝘴 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵 𝘳𝘦𝘢𝘭 𝘢𝘯𝘥 𝘩𝘶𝘮𝘢𝘯 𝘖𝘖𝘖 𝘐’𝘷𝘦 𝘦𝘷𝘦𝘳 𝘳𝘦𝘤𝘦𝘪𝘷𝘦𝘥.”   People appreciate personality. Even big corporate clients who we think want formality.   It's a reminder that we're humans – not robots stuck behind screens. And goes a long way in building real client relationships.   Read the August edition of Page Break > https://lnkd.in/e3n4pCtR   #OutOfOffice #BrandPersonality

It’s a good job The Ten Commandments weren’t written by a modern-day business. “𝑇ℎ𝑜𝑢 𝑠ℎ𝑎𝑙𝑡 𝑎𝑖𝑚 𝑛𝑜𝑡 𝑡𝑜 𝑠𝑡𝑒𝑎𝑙.” “𝑇ℎ𝑜𝑢 𝑠ℎ𝑎𝑙𝑡 𝑟𝑒𝑚𝑎𝑖𝑛 𝑐𝑜𝑚𝑚𝑖𝑡𝑡𝑒𝑑 𝑡𝑜 ℎ𝑜𝑛𝑜𝑢𝑟𝑖𝑛𝑔 𝑡ℎ𝑦 𝑓𝑎𝑡ℎ𝑒𝑟 𝑎𝑛𝑑 𝑡ℎ𝑦 𝑚𝑜𝑡ℎ𝑒𝑟.” We see hedging language like this in corporate writing everywhere, from sustainability pledges to DEI manifestos. And it does little to convince us as customers. Some writing tips date back to 1400 BC. Talk in concrete terms, or forever hold your peace. #BrandLanguage #WritingTips