Wordplay^© Using tone of voice workshop

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What is it?

A day-long workshop where, as one of 10 or so participants, you’ll learn how to write creative and effective copy for your brand.

How much is it?

£450 per person, plus VAT

What’s so good about it?

Using the right tone of voice for your brand can be the difference between being liked or disliked, helping or frustrating, selling or not selling, success or failure:

A brand’s tone of voice is about what you say and how you say it. It’s an integral part of your brand’s identity. Get it right and people fall in love with your brand and your product. Get it wrong and you confuse or alienate the people you want to charm.

It’s also about when you use it. Many brands miss a trick by focussing on the external: the new logo, the glossy brochure, the high profile ad campaign. In reality, it’s as much in the detail, the day-to-day delivery, the small stuff, that customer respect, loyalty, love even, is won or lost.

No matter where or when people have contact with your organisation, there should be no nasty surprises. So, the same personality has to come through in your letters, emails, bills, customer service letters, job offers and instruction leaflets as it does in your brochures, ads and packaging. Inconsistency disappoints and makes people mistrust you.

Bad writing costs money. Customers confused by poorly written letters and statements overburden call centres. People irritated by over-familiar sales pitches don’t buy. Purchasers frustrated by jargon-laden instructions, quickly lose patience. Get the picture?

What does the workshop cover?

As well as covering the main principles behind creative and effective writing, we focus specifically on tone of voice:

General principles of good writing
What is tone of voice?
Identifying your brand’s tone of voice
Understanding your audience
Bringing personality to your writing
Telling your brand story

How will it benefit you?

We all need to persuade, to influence, to inspire at work – whether it’s the people around us, or our customers. We rely on words to do it.

Use words badly and we miss an opportunity. Bad writing pushes people away. Bad writing makes no connection with the reader (or the writer). Bad writing is bad for business.

Wordplay© Using tone of voice will give you the practical writing skills you need to harness the power of words in your everyday work. Writing better is good for business. It’s good for people too.

Who is it for?

Anyone who uses words at work. Pretty much everyone then? Well, yes. That’s the point. Whether you’re writing an email to colleagues, a difficult letter to customers or a job offer to an interviewee, an ad, a brochure or a poster, whether you’re a marketeer, an HR director, project manager or a designer, your ability to persuade, influence and charm is crucial. And it’s all down to words.

What qualifies us to run this workshop?

Elmwood’s writing team runs specialist Wordplay^© workshops throughout the year. Wordplay^© Using tone of voice is led by Jayne Workman, Elmwood’s Head of Writing, who has many years’ experience leading tone of voice projects for Elmwood clients. Her work has won national and international awards for creativity and effectiveness, and she is a published author.

Sign up for our next workshop now.

Wordplay© Using tone of voice workshop