Whitepapers
Here you’ll find some of our (slightly longer) musings. If you’d like to have a look click on a link below. For some of them you’ll need to put in a few details so we can see who’s interested in the stuff we’re writing.
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Why your new ad campaign shouldn’t set your tone
A client recently asked us for a new tone of voice. Thing is, they’d asked us to do the same thing the year before. And the year before. The reason? Every time they launched a new brand campaign, they wanted to change their voice to match. Our Anelia's got some thoughts and tips on refreshing your tone of voice, without having to reinvent the brand wheel every time.
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UK report: Is tone of voice worth it?
We commissioned this research to get an independent view. There were findings we expected, and a few surprises along the way, too. Most importantly, there are plenty of clues as to how to make sure a tone of voice programme pays off in the long run.
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US report: Does tone of voice matter to big business?
At The Writer, we’ve always believed that what your brand sounds like matters as much as how it looks – if not more. But we would say that, wouldn’t we? Question is, are big brands getting the message?
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Great content needs great writing
Content's everywhere. How do you make sure the message doesn't end up taking a backseat to the medium? We've got a few thoughts.
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Putting a voice to the face
We're going back to basics. What is tone of voice, and why is it a big opportunity for your brand?
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These terms and conditions are unacceptable
Complicated terms and conditions are everywhere. We decided to check: how long people actually spend reading them; how long they really take to get through; and how hard they are to read. If it's time to give your small print some love, we've got some tips from the best of the bunch.
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Why should I be a storyteller?
Storytelling has become a bit of a buzzword. But how can we use it to help us get our message across better? We brought an academic, a story gatherer, and the retail director of Waterstones (the story sellers) together to pick their brains.
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Change your brand experience
We asked three brand and customer experience people, from three very different companies, to talk about the impact language has had on how people see their brands.
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Normal not formal
Sometimes, people are surprised by the tone of the writing we’ve done. To show there’s method in our apparent madness, here’s the thinking behind some of our linguistic choices.
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Nine ways to change your company’s culture
We’ve distilled the wisdom from our cultural change event into a report. Have a read of nine ways words can help shape your company’s culture.
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Crisis of communication
How and why to stop your tone of voice going out of the window when your brand's in trouble.
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The proof of the pudding
Want to see how getting your words right can help your business win and keep more customers? We surveyed 2,000 people to see how they’d react in different situations, based purely on the writing they encountered. Get your hands on our think piece to have a look at what we found and what it means for your organisation.
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Why three brains are better than one*
When it comes to writing, three isn’t a crowd. In fact, we’re convinced that having a couple of extra brains helps us save time, write better and train up our newbies.
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Who are you calling copywriters?
There’s a difference between a writer and a copywriter. Writers are curators of language fighting for the clarity of communication. Copywriters write copy. So which do we think we are?
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The presenting problem, and the real problem
Words solve a lot of problems. But we’re the first to admit: not every problem. Sometimes, when we dig into an issue, we realise there’s a nasty root getting in the way.
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Why social media isn’t just for pop stars
We reckon most companies are being daft when it comes to social media. They’re missing a big ol’ trick that’s so easy to learn.
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The trouble with tone of voice
There are at least five problems that can happen with a tone of voice. We have a few ways to make sure your brand language doesn’t fall into the usual traps.
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Storytelling is powerful. So use it wisely.
Stories are powerful – they can engage your audience and bring your subject to life in simple and memorable ways. But are they always the best tool for the job?
