Copywriting that writes businesses true
Take a territory
How to make your business sound human, but also remain genuine.
See which territory best suits your type of business.
Select your style
How to make sure copy is consistent, no matter who is doing the copywriting.
Learn about Style Guides and what they need to include.
Pick your personality
How to make your business copywriting less generic, and more like your business.
Learn what goes into a Tone of Voice document.
There are a number of routes you can take when you want to make your business sound more human.
Here we give an overview of the three broad humanising territories that are commonly used by businesses.
Which one suits your business best?
Where the people working for your business also embody your business brand.
This is the most literal territory for humanising your business. It simply involves showing the people who work at the business, being human.
It could be a brand guarantee, spoken by the CEO. A note of thanks with delivery, handwritten by the owner. The benefits of your product, demonstrated by the employees who use them.
Back in the 80s, it was Victor Kiam telling us he bought the company he loved so much. James Dyson and Richard Branson took the mantle as senior figures, humanising often dull products.
Gerald Ratner did it less successfully.
It's supermarkets showing their store assistants.
It's Twitter accounts of boring utility providers run by their most personable employees.
It's Notonthehighstreet.com using the faces and names of their suppliers.