- Tone of voice and style (5)
- Customer value propositions (2)
- Websites (9)
- Copywriting (11)
- Latest thinking (2)
- Marketing (3)
- Blogging (2)
- Content strategy (2)
Warning! Words at Work
How design agencies win pitches – presenting your story
Mar 19, 2013
What do you put on the slides? What language do you use? Who presents the story? How do you make sure you've covered the underlying issues worrying the client? How you present is as important as what you present.
How design agencies win pitches - the story you tell
Mar 13, 2013
A pitch presentation or document is a story. The story of how you're going to solve your prospect's problem. It's personal, not generic. And it's about them, not about you.
The power of usability
Feb 5, 2013
The most stunning design and compelling words may work their magic in a brochure, but on a website they are not enough. A website needs to work well. A website without usability at the heart of its design is like a piece of flat pack furniture without an Allen key. Completely redundant.
Language: why it can pay to break the rules
Jan 30, 2013
I'm a bit of a stickler for doing things properly (when it comes to language at least), and can quite easily be put off buying something all because of a wrongly placed apostrophe. So it may seem odd that I'm writing this article. But sometimes breaking the rules can be good for business...
Being transparent means using transparent language too
Jan 23, 2013
Like dress styles, the way we conduct our business follows trends. Transparency is the required behaviour of the moment. Being honest about the facts is a start. But if you aren't careful, your tone of voice can give off entirely different signals. What you say and how you say it are equally important in demonstrating your transparency.
Social proof and other ways to use your website to gain trust and get business
Jan 16, 2013
How many of your potential customers know you personally? Do people coming to your site know you well enough to risk their money? Or even take time to investigate your products or services further? To get people's business, first you need to gain their trust. Among other things that means using social proof.
