Vincent Franklin, The Power of Language

Talking in a way that keeps people clicking

Vincent [email protected]

020 7970 6011

Thursday, 4 October 12

mailto:[email protected]

mailto:[email protected]

6 steps to be4er copy

1. Write about your audience - not you

2. Choose words that resonate

3. Use verbs not abstract nouns

4. Use short sentences for impact and clarity

5. Climb up down the ladder of abstraction

6. Structure ideas with story spines


With nine founders and more than 130 staff spread across 5 UK offices (Basingstoke, Leeds, Manchester, Peterborough and Tonbridge), we offer a locally owned service, naKonally.

We have 130 staff spread across the UK. So no ma4er where you are, we’re there to help you.

Write about your audience


BigBank is a major global financial services provider engaged in personal banking, credit cards, corporate and investment banking and wealth and investment management with an extensive internaKonal presence in Europe, the Americas, Africa and Asia. With over 300 years of history and experKse in banking, Big Bank operates in over 50 countries and employs 140,000 people. BigBank moves, lends, invests and protects money for customers and clients worldwide.



BigBank moves, lends, invests and protects money for customers and clients worldwide. We’re a major global financial services provider engaged in personal banking, credit cards, corporate and investment banking and wealth and investment management with an extensive internaKonal presence in Europe, the Americas, Africa and Asia. With over 300 years of history and experKse in banking, Big Bank operates in over 50 countries and employs 140,000 people. BigBank moves, lends, invests



WPP is the world's largest communicaKons services group, employing 162,000 people* working in 3,000 offices in 110 countries.

or...

Our global network and local experts bring you what we believe are the best investment opportuniKes from around the world.



Words that resonate

SEASIDE


Words that resonate

COASTAL REGION


Words that resonate

naughty step


Words that resonate

thinking step


Words that resonateassist

ensureendeavour

delivers youyour requirements

prepareprocess

helpmake surework hardgives you

the things you needget ready

take care of


Our General Insurance contact Claims Management centres are currently experiencing a considerable upli\ in claims related calls as a result of the recent severe weather, for customers affected by flooding please visit our...

Words that resonate


From 16th September all stores will operate their regular opening hours.

Words that resonate


Use verbs -‐ not abstract nouns

PreparaKon for reKrement

Preparing for reKrement

Preparing to reKre

Ge`ng ready to reKre


As the construcKon and design industry's most powerful source of news and analyKcs, McGraw-‐Hill ConstrucKon offers an unrivalled database of construcKon projects and products, yielding incomparable business intelligence and creaKng criKcal connecKons and communiKes.

McGraw-‐Hill ConstrucKon is the construcKon and design industry's most powerful source of news and analyKcs. We offer an unrivalled database of construcKon projects and products. This gives you incomparable business intelligence and helps create criKcal connecKons and communiKes.

Use short sentences for impact


We are a financial cooperaKve which is very similar to a bank or building society but we are unique because we are owned by the people who do business with us in the local community and we are designed with you in mind.

We are a financial cooperaKve. This means we’re very similar to a bank or building society. But we’re unique because we are owned by the people who do business with us in the local community. We are designed with you in mind.

Use short sentences for impact


The Delivering Service Excellence training course covers all the essenKal customer service techniques enabling you to idenKfy your customer's needs and keep delivering a level of service that ensures loyalty and increased profits.

Go up & down the ladder of abstraction


Our consultants use bespoke and market leading IT systems and their proven communicaKon skills to make a difference and ensure that our clients understand all of the opKons available to them. Our systems and approach also mean that we are well equipped to give quick answers to the important quesKons raised by clients. Our clients benefit from accurate, tailored and pracKcal advice at a reasonable cost.

Climb up & down the ladder of abstraction


Structure ideas with story spines

Until one day

And because of that

And because of that

Until finally

And as a result

Every day

Once upon a time…

they decided to put aside their differences and live in harmony

their parents broke into the tomb and found the bodies of their dead children

his best friend got killed

the son of one family gate-crashed a party at the other family’s house

there were two families that hated each other

he danced with their daughter

he wanted to stop the fighting

they met in the street, and fought and argued

they fell in love

And because of that

And because of that


Structure ideas with story spines

Until one dayAnd because of that

And because of that

Until finally

And as a result

Every dayOnce upon a time…

I’m sending you this booklet

we realised our job is to give people that information

people need to decide how their money is invested and, later, how to turn it into an income

we realised that if we carried on we’d go bankrupt

we ran a defined benefit pension scheme

we needed to find another way to help people save for retirement

everyone will have their own pot that we’ll put money into

people joined signed up and forgot about it

we started a defined contribution pension schemeAnd because of that

And because of that

they need informationAnd because of that


Chester Studios has helped Winslow Hall develop a new website powered by our own content managed system to help promote the venue for conferences and events. We created a site that is easy to use and visually clean, providing a wide range of images and downloads for all people interested in using the venue.

Story spines -‐ and because of that...


Winslow Hall wanted to promote itself as a venue for conferences and events. And because of that they needed a site that would give people interested in using the venue a wide range of downloads and images. And because of that we developed a website for them that was visually clean, easy to use and is powered by our own content managed system.



Winslow Hall wanted to promote itself as a venue for conferences and events. So they needed a site that would allow people to download lots of informaKon and images. We developed a website for them that was visually clean and very easy to use. It’s powered by our own content managed system.



6 steps to be4er copy

1. Write about your audience - not you

2. Choose words that resonate

3. Use verbs not abstract nouns

4. Use short sentences for impact and clarity

5. Climb up down the ladder of abstraction

6. Structure ideas with story spines


Vincent Franklin, The Power of Language

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Transcript of Vincent Franklin, The Power of Language