Sizzle your way to better brand language

So we were down at the Garden Centre the other day, buying a goldfish. That was a lot of fun – but for me, the really exciting part of the trip was finding issue 4 of Weber’s ‘Grill On’ barbecue magazine, because their brand language is fantastic. We have two Weber barbecues – a bigContinue reading “Sizzle your way to better brand language”

Why business writing should come from the heart

There’s a comment that often comes up when I’m training B2B communicators in better business writing. It usually happens when I say something along the lines of: ‘To write well, you have to think about what your audience are feeling as much as what you’re telling them’. And when I say that, someone usually repliesContinue reading “Why business writing should come from the heart”

Brand learnings from ‘Super Mario Bros’

So there’s a lot you can learn about how important good brand writing is from 1993’s failed ‘Super Mario Bros’ movie. OK, bear with me here. Dennis Hopper nails it The reason I’m bringing up one of cinema’s more epic turkeys is this article about its troubled production. The shoot looks tough to live through,Continue reading “Brand learnings from ‘Super Mario Bros’”

Writing speech for brands

It struck me just now that the best way of writing for brands is to see your words as speech, not prose. That came out of thinking about the difference between writing for brands and writing fiction. I’ve always separated them by saying that, when I write for a brand, I’m trying to sound likeContinue reading “Writing speech for brands”