vincent franklin, the power of language
TRANSCRIPT
Talking in a way that keeps people clicking
Vincent [email protected]
020 7970 6011
Thursday, 4 October 12
Thursday, 4 October 12
6 steps to be4er copy
1. Write about your audience - not you
2. Choose words that resonate
3. Use verbs not abstract nouns
4. Use short sentences for impact and clarity
5. Climb up down the ladder of abstraction
6. Structure ideas with story spines
Thursday, 4 October 12
With nine founders and more than 130 staff spread across 5 UK offices (Basingstoke, Leeds, Manchester, Peterborough and Tonbridge), we offer a locally owned service, naKonally.
We have 130 staff spread across the UK. So no ma4er where you are, we’re there to help you.
Write about your audience
Thursday, 4 October 12
BigBank is a major global financial services provider engaged in personal banking, credit cards, corporate and investment banking and wealth and investment management with an extensive internaKonal presence in Europe, the Americas, Africa and Asia. With over 300 years of history and experKse in banking, Big Bank operates in over 50 countries and employs 140,000 people. BigBank moves, lends, invests and protects money for customers and clients worldwide.
Write about your audience
Thursday, 4 October 12
BigBank moves, lends, invests and protects money for customers and clients worldwide. We’re a major global financial services provider engaged in personal banking, credit cards, corporate and investment banking and wealth and investment management with an extensive internaKonal presence in Europe, the Americas, Africa and Asia. With over 300 years of history and experKse in banking, Big Bank operates in over 50 countries and employs 140,000 people. BigBank moves, lends, invests
Write about your audience
Thursday, 4 October 12
WPP is the world's largest communicaKons services group, employing 162,000 people* working in 3,000 offices in 110 countries.
or...
Our global network and local experts bring you what we believe are the best investment opportuniKes from around the world.
Write about your audience
Thursday, 4 October 12
Words that resonate
SEASIDE
Thursday, 4 October 12
Words that resonate
COASTAL REGION
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Words that resonate
naughty step
Thursday, 4 October 12
Words that resonate
thinking step
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Words that resonateassist
ensureendeavour
delivers youyour requirements
prepareprocess
helpmake surework hardgives you
the things you needget ready
take care of
Thursday, 4 October 12
Our General Insurance contact Claims Management centres are currently experiencing a considerable upli\ in claims related calls as a result of the recent severe weather, for customers affected by flooding please visit our...
Words that resonate
Thursday, 4 October 12
From 16th September all stores will operate their regular opening hours.
Words that resonate
Thursday, 4 October 12
Use verbs -‐ not abstract nouns
PreparaKon for reKrement
Preparing for reKrement
Preparing to reKre
Ge`ng ready to reKre
Thursday, 4 October 12
As the construcKon and design industry's most powerful source of news and analyKcs, McGraw-‐Hill ConstrucKon offers an unrivalled database of construcKon projects and products, yielding incomparable business intelligence and creaKng criKcal connecKons and communiKes.
McGraw-‐Hill ConstrucKon is the construcKon and design industry's most powerful source of news and analyKcs. We offer an unrivalled database of construcKon projects and products. This gives you incomparable business intelligence and helps create criKcal connecKons and communiKes.
Use short sentences for impact
Thursday, 4 October 12
We are a financial cooperaKve which is very similar to a bank or building society but we are unique because we are owned by the people who do business with us in the local community and we are designed with you in mind.
We are a financial cooperaKve. This means we’re very similar to a bank or building society. But we’re unique because we are owned by the people who do business with us in the local community. We are designed with you in mind.
Use short sentences for impact
Thursday, 4 October 12
The Delivering Service Excellence training course covers all the essenKal customer service techniques enabling you to idenKfy your customer's needs and keep delivering a level of service that ensures loyalty and increased profits.
Go up & down the ladder of abstraction
Thursday, 4 October 12
Our consultants use bespoke and market leading IT systems and their proven communicaKon skills to make a difference and ensure that our clients understand all of the opKons available to them. Our systems and approach also mean that we are well equipped to give quick answers to the important quesKons raised by clients. Our clients benefit from accurate, tailored and pracKcal advice at a reasonable cost.
Climb up & down the ladder of abstraction
Thursday, 4 October 12
Structure ideas with story spines
Until one day
And because of that
And because of that
Until finally
And as a result
Every day
Once upon a time…
they decided to put aside their differences and live in harmony
their parents broke into the tomb and found the bodies of their dead children
his best friend got killed
the son of one family gate-crashed a party at the other family’s house
there were two families that hated each other
he danced with their daughter
he wanted to stop the fighting
they met in the street, and fought and argued
they fell in love
And because of that
And because of that
Thursday, 4 October 12
Structure ideas with story spines
Until one dayAnd because of that
And because of that
Until finally
And as a result
Every dayOnce upon a time…
I’m sending you this booklet
we realised our job is to give people that information
people need to decide how their money is invested and, later, how to turn it into an income
we realised that if we carried on we’d go bankrupt
we ran a defined benefit pension scheme
we needed to find another way to help people save for retirement
everyone will have their own pot that we’ll put money into
people joined signed up and forgot about it
we started a defined contribution pension schemeAnd because of that
And because of that
they need informationAnd because of that
Thursday, 4 October 12
Chester Studios has helped Winslow Hall develop a new website powered by our own content managed system to help promote the venue for conferences and events. We created a site that is easy to use and visually clean, providing a wide range of images and downloads for all people interested in using the venue.
Story spines -‐ and because of that...
Thursday, 4 October 12
Winslow Hall wanted to promote itself as a venue for conferences and events. And because of that they needed a site that would give people interested in using the venue a wide range of downloads and images. And because of that we developed a website for them that was visually clean, easy to use and is powered by our own content managed system.
Story spines -‐ and because of that...
Thursday, 4 October 12
Winslow Hall wanted to promote itself as a venue for conferences and events. So they needed a site that would allow people to download lots of informaKon and images. We developed a website for them that was visually clean and very easy to use. It’s powered by our own content managed system.
Story spines -‐ and because of that...
Thursday, 4 October 12
6 steps to be4er copy
1. Write about your audience - not you
2. Choose words that resonate
3. Use verbs not abstract nouns
4. Use short sentences for impact and clarity
5. Climb up down the ladder of abstraction
6. Structure ideas with story spines
Thursday, 4 October 12