copywriting

Passive voice in customer communication

How the passive voice destroys customer relationships

The passive voice is rife in customer communication – here’s what it is, how to spot it and how to change your communication to make it customer-centric. You probably haven’t noticed it surreptitiously pervading the emails your customer service representatives are writing to your customers, or the Twitter replies, or the financial demands, or the …

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Improving customer communication - where to focus your efforts

Improving customer communication – where to focus your efforts

I often get asked which areas we see as having the biggest bang for buck when it comes to improving customer communication post-sale. It’s actually quite a hard one to answer because each industry is facing its own unique challenges but there are a few areas that come up time and time again. Below I’ve …

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Brand tone guidelines

Brand language and tone of voice: Can’t the corporate style police read?

Does your customer communication fit your brand language and tone of voice? I was having a drink with a mate a couple of days ago. He’s just landed a new job in corporate comms, making sure that no-one infringes his organisation’s brand guidelines. In other words (as I gleefully told him) he’s sold out and …

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Power of written communication

The power of written communication to customers

What’s the true power of written communication to customers? From our experience, it’s huge. First, a short story… One of our heroes, Theodore “Ted” Sorensen, died last week. He was President JF Kennedy’s speechwriter. He wrote the “ask not what your country can do for you” speech that changed the way a generation thought – for …

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Customer communication for luxury brands

Communication’s no luxury – customer experience for luxury brands

Why luxury brands need to think seriously about their customer communication. I have a thing for watches. Sadly for my bank balance, this desire is not assuaged by a couple of Casios and a Timex. I have a thing for serious, expensive, mechanical watches. So, because I spend so much time working with clients transforming …

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