How do you define Corporate Communications?
Tricky question*, with a simple answer: You don’t. Definition is a limiting activity. Take art. Defining it limits its scope and excludes. Art is a fluid, ever changing thing. It defies definition. Can we talk about corporate communication without a definition? Certainly. Just as we can talk about art without recourse to a defining framework. So that’s that, then? Well, no… We all know that every business and organisation, large or small, is a unique combination of people, purpose and […]
Harrods – a lesson in how to give great customer service
It was such a simple thing but it made a deep impression. Saturday saw the 13th anniversary of my son’s birth. After watching Harry Enfield’s ‘Kevin Turns 13’ (compulsory viewing for all early teens), we spent the day in London – shopping, eating and watching giant Dwarves and a supersize Hobbit at the IMAX. We experienced many examples of customer service throughout the day – from friendly efficiency (Top Man) to bored disinterest (IMAX) but the prize has to go […]
What is GOOD copywriting? (Or what makes a good copywriter?)
Why do we worry about the words we use, what we say, what we write? Socially, the way we communicate makes a difference between making friends easily or having a complaint listened to and dealt with effectively or getting a job we want. But it’s as consumers that we are bombarded with messages from every angle – so we close ourselves off to any messages that we think/feel are irrelevant. Good copywriting makes us bypass this shut down mechanism and […]
If you’re interested in empathy. And want to know what it really is. Watch this. It’s a subject close to our hearts and the holy grail of all communication. But we also know the essential thing is that you can not create empathy without Congruence. I’d love to know what you think. Use the comments below or get in touch on twitter. And enjoy. Henny
Speak Easy – how to present with confidence
Mark Twain Whether you’ve got three weeks or three months to prepare, giving a presentation or speaking in public can be daunting. In fact public speaking is right up there with most people’s worst fears: dying, heights, enclosed spaces, spiders. It seems we’d rather face a mob baying for blood than deliver a short 5-minute presentation on the latest sales figures. It’s a little bit bonkers. Ok’ness is a state of mind Getting nervous is not always something you can do […]
In presentations, things don’t go wrong. They go differently.
SatNav has made complete idiots of us all. It’s true. Even though you know you should really come off at the next junction, or keep going straight on, you do as you’re told. You listen to the computerised voice of reason telling you to ‘Take the second exit…’ And you end up going the wrong way. This over reliance on a third party is not just confined to the box of tricks guiding you along the highway and byways. But, […]
8 Ideas For Instant Success (AKA How To Write Headlines)
Now, we all know knowledge is power but that’s just not our way. We like to share. And, as we’ve been thinking about headlines (a lot) we decided to pass on a few pearls of wisdom from our in-house copywriting trainers.
So, how do you write headlines that MOTIVATE your audience? Headlines are the first (and possibly only) thing your readers will see. Whether you’re writing an internal sales directive or a major series of ads, they are the most […]
Delving deep in our files of ‘Interesting Things’, we discovered this extract from a letter. It was written to ‘The Editor’ and featured in The Independent many moons ago. It is in response to a previous correspondent bemoaning the way advertisements are the reason young people are confused about punctuation… Sir – The craft of copywriting is all about preaching to the indifferent. It is designed to communicate not to educate. There are, I suggest, worse things than a predilection […]