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Thoughts

Our words on words

Tips, advice and news from The Writer

Latest from the blog

Tone of voice

Why brands rewrite their language to stay ahead

A rebrand isn’t just design. Words make it stick. From Aviva to Mastercard, we’ve shown how brand tone of voice and language strategy reshape brands. As a tone of voice consultancy, we help organisations rewrite copy and evolve content strategy to stay ahead.

Consulting, Brand & marketing

Tone of voice

Why communication breaks down in banks (and how to fix it)

Banks are transforming fast. And while the changes they’re making are advanced, their communication mishaps are basic. Here's how HR and internal comms can build clarity, trust and traction through better writing.

Consulting, HR & internal comms

AI

Human first, human last: how our creatives use (or don’t use) AI

Every creative has their own way of working – tricks, shortcuts, rituals. For some, AI’s sworn by. For others, it’s sworn at. Find out where we fall into it all.

Consulting, Writing

Writing tips

The language of leaders: flip the script and get people on your side

Great leaders don’t communicate, they connect. Grab two quick tips to help you turn everyday messages into moments that move people.

Writing, HR & internal comms

Writing tips

Brand storytelling 101: How to sell an ice cream

We often talk to our big FMCG clients about emotional vs functional benefits in marketing. Essentially, what a product does for you, vs how it makes you feel.

Training, Brand & marketing

Customer Experience

Good writing can double conversion rate – we’ve got proof

We know the value of writing that sells products. Convincing clients they can improve conversion with better writing can be tough. We set out to change that.

Writing, Brand & marketing

More articles

Recorded webinars

Recording

Socks. Scones. Swirling vortexes.

Forget traditional funnels—real customers circle and hesitate before buying. Watch this webinar for practical writing tactics that capture attention and nurture prospects at every stage of their decision journey.

Recording

Accessible language: benefits the many and the few.

Accessible language - writing that's clear, concise and easy to read - it's good for people with accessibility needs. Good for employees and customers. And good for business.

Consulting, Brand & marketing

Recording

Thinking out loud: Cisco’s got less jargon.

We talk to the Managing Editor of Cisco’s Global Employee Communications, about accessibility, inclusivity, and global readability—from a language perspective.

Consulting, Brand & marketing

Recording

Pick n’ mix: tasty tips from our best-selling workshops

Experience three activities from 21 ready-to-run workshops

Training, Brand & marketing

Recording

Get what you want. Planning reports with reason.

Report writing’s easy when you plan ahead.

Consulting, Brand & marketing

Recording

Tell stories. Change minds.

Unlock the psychology of storytelling to captivate your audience with chemistry.

Writing, Brand & marketing

More webinars

Recent whitepapers

Free Download

How to have ideas as a group (without brainstorming)

We know you have intense feelings about brainstorming. But it’s time to pursue better options.

Consulting, Brand & marketing

Free Download

10 questions to ask yourself before 2024

Time is flying. Change is coming. Ask yourself these 10 questions to get the most from your words in 2024.

Consulting, Brand & marketing

Free Download

Writing reports that get read

Bad reports are hurting businesses to the tune of billions. Follow these four tips to help you save time, money, and wine.

Consulting, Writing, Brand & marketing

More whitepapers

Latest podcasts

Available to listen

The power of words in creating inclusive cultures

Inclusive language. Culture change. Tone of voice not being a ‘nice to have’. Just a few of our favourite topics, and things we talked about on The Inspiring Change podcast.

Available to listen

McKesson: Making healthcare human

We're joined by Catherine Brew-Cain, Head of Corporate Brand Marketing and Voice at McKesson. Find out how the 186-year-old healthcare company is using language to evolve its brand.

Available to listen

Franklin Templeton: Being distinctive in a regulated world

Today we’ll be speaking about the risks and rewards about having a distinctive voice in the super regulated world of asset management. Joining us is Kevin Knighten, Global Brand Director and man in charge of all things language at asset management firm, Franklin Templeton.

More podcasts

In the press

Press link

Sing the Blues: How Marketers Can Turn up for Consumers in a Downturn

Shoppers expect brands to step up during the cost-of-living crisis. But many marketers are working with smaller budgets. When a big campaign is off the table, how else can you connect with customers? Start with your language, says Aidan Clifford, Senior Creative Consultant at The Writer.

Press link

Digital Poets Society: Will AI Replace Or Enhance Human Writers?

We’ve always seen this as a happy working relationship: computers apply the rules, but humans set them in the first place – and can override them as soon as they hamper expression. But how long can this harmonious division of labour last? Here’s what a collaboration with robots could look like...

Press link

Banks have eight months to bin bad writing

With new guidance on comms from the FCA, and a recession looming, the days of firms being able to hide behind waffle and jargon are over, writes Katie Comery, Associate Creative Director at The Writer.

Press link

How tone of voice can improve your customer experience

To a customer, the person on the other end of the phone or email is your brand in that moment. So why is there so often a disconnect between the voice of marketing and the voice of customer service?

More coverage