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Thoughts

Our words on words

Tips, advice and news from The Writer

Latest from the blog

Writing tips

Brand storytelling 101: How to sell an ice cream

We often talk to our big FMCG clients about emotional vs functional benefits in marketing. Essentially, what a product does for you, vs how it makes you feel.

Training, Brand & marketing

Customer Experience

Good writing can double conversation rate – we’ve got proof

We know the value of writing that sells products. Convincing clients they can improve conversion with better writing can be tough. We set out to change that.

Writing, Brand & marketing

Customer Experience

Better writing equals better customer experience

Writing to reduce customer complaints might not be exactly what you always dreamed of. But we can all agree that a happy client’s a good thing...

Training, Writing, Customer experience

Writing tips

Hook readers in the first 10 seconds

What Hollywood directors can teach us about a good Call-to-action (CTA)

Writing, Brand & marketing

Accessibility

A readability checker: tool, or rule?

Are you creating truly accessible content, or are readability scores giving you a false sense of security? Here's why you can't rely on automated scores alone.

Consulting

AI

Stop the slop: how to write online in 2025

In an age overrun by AI-generated drivel, the internet is drowning in 'slop'. Cheap, low-quality content designed for clicks, not substance. We’ve got 3 pieces of advice to help push your writing above the twaddle.

Writing

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Recorded webinars

Recording

Accessible language: benefits the many and the few.

Accessible language - writing that's clear, concise and easy to read - it's good for people with accessibility needs. Good for employees and customers. And good for business.

Consulting, Brand & marketing

Recording

Thinking out loud: Cisco’s got less jargon.

We talk to the Managing Editor of Cisco’s Global Employee Communications, about accessibility, inclusivity, and global readability—from a language perspective.

Consulting, Brand & marketing

Recording

Pick n’ mix: tasty tips from our best-selling workshops

Experience three activities from 21 ready-to-run workshops

Training, Brand & marketing

Recording

Get what you want. Planning reports with reason.

Report writing’s easy when you plan ahead.

Consulting, Brand & marketing

Recording

Tell stories. Change minds.

Unlock the psychology of storytelling to captivate your audience with chemistry.

Writing, Brand & marketing

Recording

Delivering difficult comms

Being the messenger isn’t always fun. Especially if you’re delivering difficult news. This webinar helps you hit pause on the panic button, getting you thinking clearly about what your reader needs from you in that tricky moment.

Writing, HR & internal comms

More webinars

Recent whitepapers

Free Download

How to have ideas as a group (without brainstorming)

We know you have intense feelings about brainstorming. But it’s time to pursue better options.

Consulting, Brand & marketing

Free Download

10 questions to ask yourself before 2024

Time is flying. Change is coming. Ask yourself these 10 questions to get the most from your words in 2024.

Consulting, Brand & marketing

Free Download

Writing reports that get read

Bad reports are hurting businesses to the tune of billions. Follow these four tips to help you save time, money, and wine.

Consulting, Writing, Brand & marketing

More whitepapers

Latest podcasts

Available to listen

The power of words in creating inclusive cultures

Inclusive language. Culture change. Tone of voice not being a ‘nice to have’. Just a few of our favourite topics, and things we talked about on The Inspiring Change podcast.

Available to listen

McKesson: Making healthcare human

We're joined by Catherine Brew-Cain, Head of Corporate Brand Marketing and Voice at McKesson. Find out how the 186-year-old healthcare company is using language to evolve its brand.

Available to listen

Franklin Templeton: Being distinctive in a regulated world

Today we’ll be speaking about the risks and rewards about having a distinctive voice in the super regulated world of asset management. Joining us is Kevin Knighten, Global Brand Director and man in charge of all things language at asset management firm, Franklin Templeton.

More podcasts

In the press

Press link

Sing the Blues: How Marketers Can Turn up for Consumers in a Downturn

Shoppers expect brands to step up during the cost-of-living crisis. But many marketers are working with smaller budgets. When a big campaign is off the table, how else can you connect with customers? Start with your language, says Aidan Clifford, Senior Creative Consultant at The Writer.

Press link

Digital Poets Society: Will AI Replace Or Enhance Human Writers?

We’ve always seen this as a happy working relationship: computers apply the rules, but humans set them in the first place – and can override them as soon as they hamper expression. But how long can this harmonious division of labour last? Here’s what a collaboration with robots could look like...

Press link

Banks have eight months to bin bad writing

With new guidance on comms from the FCA, and a recession looming, the days of firms being able to hide behind waffle and jargon are over, writes Katie Comery, Associate Creative Director at The Writer.

Press link

How tone of voice can improve your customer experience

To a customer, the person on the other end of the phone or email is your brand in that moment. So why is there so often a disconnect between the voice of marketing and the voice of customer service?

More coverage