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Getting more bang for your buck: how to work with your copywriter

Finding the right copywriter isn’t easy. Will they really understand what you do? Will they ‘get’ your brand? Would you be better off writing it yourself? And, once you’ve chosen a writer or team, how can you get the most from them? Here are our top tips for finding a writer and getting the results…

Away with words

Away with words

With winter on the horizon, it’s no surprise that now’s a busy time for planning getaways to sunnier climes. But with so many travel blogs, destination guides and hotel websites vying for attention, it can be a challenge to stand out. So how do you stir the senses of your reader? And what does it…

Once upon a time

Once upon a time…

From Apple to John Lewis, the most successful brands are great storytellers. Here are some ways you can take a leaf out of their (best-selling) book. Since mankind first sat around a fire, stories have had an amazing knack for bringing people together. Whether written, visual or spoken, they help embed facts and trigger emotions….

Cutting through the web

Cutting through the web

These days, we’re all writers, whether tweeting, texting, blogging or updating a website’s content management system. But just because you have the platform, doesn’t mean you’ll always give a spellbinding performance. Here are five simple ways to give your words more wow factor, get your message across, and – ultimately – increase business. 1) Keep…

Brainstorm

What’s in a name?

You only have to look at the big corporates to know that all sorts of brand names make an impact, make money and stand the test of time. But where do these names begin? And what do they have in common? Here at Ink, we’re often asked to develop names for brands, from new hotel…

Sorry seems to be

Sorry seems to be the hardest word

Good old Elton John had a point with his slushy but memorable 70s hit. So what’s the best way for business leaders to apologise over corporate scandals, massive computer failures, the wrong kind of snow – and other embarrassments? And what isn’t? RBS group chief executive Stephen Hester had to dig deep in late June when…

Saying it straight

Saying it straight

It’s hard to argue with the value of clear communications. After all, what company wants confusing, jargon-filled copy? But is ‘plain English’ really the answer? And is there a way to be plain without being, well, plain? Bear in mind that simplicity is not the same as clarity. As Richard Saul Wurman – a pioneer…

Quality

What does ‘quality’ sound like?

Ask most brands what’s special about their service or product and they’ll say ‘quality’. But how can you put this into words? How can your tone of voice help express this quality? Part of getting across quality comes down to the facts: the substance that really makes a tangible difference. But the way you write about your…