Training: write like a writer

Consultancy

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

Consultancy

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

Consultancy

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.

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