Month: January 2021

Training: write like a writer


Write Like a Writer

There is huge benefit in training up junior marketers or PR professionals to take on writing responsibilities. By doing this, more can be done in-house and done well: blogs, press releases and social media copy. You can then call on us ‘old hats’ for your more detailed, nuanced writing projects.

  • Brainstorm

    We will thrash out what more could be written in-house, the experience of the team members to be trained, as well as brand messaging, USPs and tone of voice. Importantly, we will discuss where you’d like the copy to gain traction and the specific target audiences you’re trying to reach.

  • Exercise creation

    We then create a bespoke course for you, complete with suitable, approved exercises that will be done both before and during the course. These are designed to be engaging, thought-provoking and enjoyable.

  • Workshop

    Hosted by TPW’s Founder and Head of Content, course delegates will learn new approaches to writing – from understanding different audiences and distribution channels to the importance of a ‘hook’ and how to think like a journalist. Plus, the sin of bland or beige copy – and what to do about it.

  • Writing tips booklet

    After the workshop, the trained delegates will receive a ‘Write Like a Writer’ booklet; a cheatsheet to refer back to. There will also be personal feedback on strengths and where there’s room for improvement.

Workshops: messaging & tone of voice


Messaging & Tone of Voice

If you have various members of your team communicating with external audiences, it can be hard to sound consistent. It’s also vital to know what you stand for – and how you stand out from the crowd. Whether you’re a start-up looking for a voice that hits the right notes, or a more established business wanting to hammer down or evolve your unique selling points, TPW’s messaging and tone of voice framework – with the option of interactive workshops – will set you on the straight and narrow.

  • Brainstorm

    This helps us understand your business objectives, current tone of voice and messaging hurdles, strategic aims and audiences.

  • TPW research

    We analyse your marketing materials/ external comms and what your competitors are doing.

  • TOV & messaging framework

    We create a practical, but colourful guide for anyone who’s writing for your brand (and that’s pretty much everyone, as emails count). It includes: your specific tone of voice vis-à-vis your audiences, key messaging, email templates and other useful tranches of copy.

  • Workshops

    Hosted by TPW’s Founder and Head of Content, diverse opinions are brought to the table in these interactive online sessions. With sales, marketing and senior leadership coming together, effective messaging and tone of voice are explored and new strategies dissected – so everyone involved in external comms is singing from the same song sheet.


Content Strategy


Idea Generation

For carefully thought-out campaigns, it’s worth investing in our idea generation. Our journalist writers create a raft of story concepts in varying different formats – from articles, to videos, infographics and even podcasts – so you can keep your audiences on their toes. This strategy is also ideal for agencies when pitching for new business. We get to know your target client inside-out and then hand over exciting content ideas and formats, that will help you seal the deal.



  • Idea brainstorm

    A call or a meeting (max two hours) where we discuss your messaging, USPs, tone of voice (if this is not on point, see below), audiences, the current market and what your competitors are up to.

  • TPW research

    This is where the journalistic magic happens. Based on our brainstorm, we then research a raft of ideas that will appeal to your audiences, inform, engage – and importantly, give a fresh perspective.

  • Content calendar

    We will share a content calendar of these ideas and their ideal distribution dates. We work to a six month timetable, after which we suggest another brainstorm, so the ideas remain contemporary.

  • The copy itself

    Then, of course, we can do the writing – blogs or longer-form articles. Our writers will be in touch monthly for check-ins and approvals, otherwise, it’s all taken care of.


Done well, infographics are particularly effective when you have lots of stats to convey. But less is more when it comes to this type of copy; writing to imagery is also imperative. From our time in newsrooms, to our jobs now as B2B copywriters, let us create this tricky, but powerful piece of content.

  • Excellent for stat-heavy information
  • We think visually: copy & animation in tandem
  • Design instructions (for your or our animator)

Video scripts

As former broadcast journos, our writers have a veritable smorgasbord of expertise in writing video scripts. With a less is more approach, we know how to write with immediacy and to the visuals – including animation instructions for designers.

  • Fast, furious – and sometimes quirky
  • Words seamlessly unite with visuals
  • Either under 1 or up to 2-minute duration options

Research Reports

Often based on statistics from polls or surveys, research reports (or insight studies) are an excellent way to position your business as a market leader, by telling some ‘new’ news and exploring lesser-heard angles.

  • In-depth analysis & discussion of fresh data & what it means for your audiences
  • Includes 3-4 interviews with internal and/or external experts
  • Either 1,500-2,500 or 3,500-3,500-word formats

If needed, the Power of Words can introduce you to specialist insight partners who can carry out surveys or polls on your behalf.

Thought Leadership Articles

Thought leadership is the ubiquitous term for content that should offer a fresh perspective. And yet, articles claiming to be of this genre are often anything but. In contrast, we create highly thought-provoking pieces, that educate and entice – from attention-grabbing titles, to the final phrases.

  • Cleverly considered narrative, backed by research
  • Up to two interviews with internal &/or external experts to add gravitas
  • Either 700-1,000 or 1,000-1,500-word formats


Bite-sized, but by no means diminutive in terms of impact, blogs are an excellent way to drip-feed your stories to the world and maintain a manageable, but engaging online presence.

  • Authored/ ghost-written
  • For websites, social media & newsletter content
  • Up to 700 words

For a more thought-out, longer-term approach, speak to our Head of Content about how we can create a blog strategy for you. This way you know your content will match your agenda – and your industry’s.


Emma Hayward

A true wordsmith, Emma has been a journalist for more than 20 years, covering international and domestic news for Al Jazeera, BBC, Channel 4 and ITN. Her stories include: Covid-19, Brexit, the Paris terror attacks and climate change. Not shy of asking tough questions to get to the truth, Emma has interviewed Boris Johnson, Phillip Green and Tracey Emin. 

Jess Watson

Jess Watson

Jess is a highly experienced B2B copywriter and content creator, who’s relentless about finding the best way to tell and sell a story. She’s worked in journalism, communications and PR and has particular specialisms in writing thought-leadership features, corporate reports, brochures, SEO content, blogs and website copy. 

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