Tag Archives: growing gloucestershire

What sticks in your mind? The Gloucestershire Copywriter, grapefruit and the Eifel Tower…

Attending Growing Gloucestershire 2014 recently, I was reminded of the importance of using engaging examples to create word pictures and bring stories to life whenever we communicate – using media, or face-to-face.  It’s amazing how a simple example can turn an ‘okay’ communication into a highly memorable one.

Ben Taylor’s presentation at Growing Gloucestershire 2014

My observation coincided with starting to read Chip and Dan Heath’s book Made to Stick, and in particular their definition of SUCCESs principles that make ideas stick in our minds. What stood out for me at Growing Gloucestershire was the presentation by Ben Taylor, Assistant Group Chief Executive of Gloucestershire-based metrology (measurement) specialists Renishaw plc.

Made to Stick book

And it does!

 

 

 

 

 

 

 

 

I enjoyed Ben’s talk and learned lots about Renishaw’s philosophy and products. If truth be told, it wasn’t the greatest presentation from a technical point of view. But what the talk occasionally lacked there, it made up for with fascinating content, Ben’s enthusiasm and the memorability of several word pictures that he painted to illustrate important points. I loved it.

The Eifel Tower and the grapefruit

In particular, there’s the image of the Eifel Tower and a grapefruit that Ben left in my mind as he explained the 0.08 arcsec accuracy of Renishaw’s metrology equipment. On the face of it, that sounds pretty accurate, but how much more engaging it was when Ben explained that  this meant an angular measurement accuracy equivalent to describing an arc with the diameter of a grapefruit on the side of Paris’s most famous monument at 289 miles/465 Km – the distance, as the crow flies, from where we were sitting in Gloucestershire to Paris.

Got it! (And I can’t stop thinking about this, and by association, Renishaw plc.)

As I captured Ben's idea in my notes...

As I captured Ben’s idea in my notes…

SUCCESs

Let’s jump back to Made to Stick and the SUCCESs acronym proposed by the Heath brothers to encompass all the principles required of a ‘sticky’ idea:

S = SIMPLICITY
U = UNEXPECTEDNESS
C = CONCRETENESSC = CREDIBILITY
E = EMOTIONS
S = STORIES

Thinking back to Ben’s talk at Growing Gloucestershire, it’s clear why the image of grapefruit and La Tour Eifel has stuck so firmly in my mind.

The importance of word images in communication

The takeaway from this, and from Made to Stick, is that carefully considered imagery, whether by word of mouth, graphically, or in copy, really can make a strong and lasting impression on the recipients of the communication. Even better if each method of delivery is supported by the others (hint Ben, a picture of M. Eifel’s engineering triumph next time please). That’s why creative collaborations between copywriter and designer/website designer are usually so much more impactful than dropping copy into a ‘designed’ brochure or website.

Tell me about the stickiest idea you’ve encountered recently

So, what’s the stickiest idea that you’ve run into recently? The one that’s still playing on your mind, reminding you of an event or a business, or inspiring you? Feel free to comment below and tell me.

 

PS: If you didn’t make Growing Gloucestershire this year, make sure to come along in 2015.

 

Al Hidden is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.

A plan after Growing Gloucestershire 2013… then it changes

I had a plan and it was a good one. After attending the impressive Growing Gloucestershire 2013 conference I’d sit down and write a load of blogs that had come to me during the presentations. Each would be brief but powerful and I’d have them all done within 24 hours. Then real life intervened.

Loads of new clients

A new client (there seem to have been quite a few of you recently – thank you!) urgently needed conventional and online press release writing for their client. How could I resist, it was for the architectural sector and I love writing for building design and construction related services. Then Mrs H took us off for a couple of days in Wales (only just though) – strictly no work allowed. Then long-standing client Energist needed a load of emails and postcard copy, plus a reworked website page on the run in to new Part L Building Regulations. And in the middle of all this I lost a couple of days through post-concussion syndrome. Copywriter: 6-feet tall; low office ceiling beam: 5-foot nine inches. Moment’s attention lapse. Ouch!

Catching up after Growing Gloucestershire 2013

So here I am nearly two weeks later, having just caught up with my post-Growing Gloucestershire LinkedIn contacts, celebrating the completion of a stunning 26-page aerospace-defence brochure, recovering from a sore head and I’m still buzzing with the excitement of the conference at The University of Gloucestershire’s Park campus.

For this Cheltenham copywriter, the two high points were Dame Fiona Reynolds’ comment about how the National Trust (NT) handled rebranding and brand language on her watch. I asked whether brand language work had gone alongside the visual branding work. She assured me that it had, and told me how she had banned the use of jargon, insisted on the use of we and us and emphasised the use of ‘our’ when talking with members and prospective members of the charity. What about the use of ‘You’ – after all, this is one of the biggest differences one can make when talking with readers in print. But no, and for a very good reason.

Brand language at the National Trust – ‘we, us and our’

The whole NT rebranding was about a shared brand experience (have you noticed how National Trust restorations are now much more open to visitors?). In order to get that openness across in their brand language, this particular communication challenge used ‘we, us and our’ to emphasise that the new charity was a shared resource.  I get that in this particular case, but there’s still a hugely important role for more-you-than-we in most business communication –as I showed my recent client to his delight in the aforementioned aerospace brochure copywriting. More on that in a future post.

The importance of grammar, spelling and proofreading

My second highpoint at Growing Gloucestershire was a point made by the Chartered Institute of Marketing’s Fiona Spencer in a presentation on 10 Top Marketing Tips. Given that a lot of her content was high-level marketing stuff, I was thrilled to discover that Tip 10 was the importance of proofreading and Fiona’s assertion that spelling and grammar still matter. That’s a big +1 to that. As I am forever telling anyone who will listen, you’ve got to be aware of the dangers of the hidden assassins (the gunshot that kills before you hear its sound) in your copywriting. Particularly online where the subtlest annoyance can send a visitor off to another part of the InterWeb before you know it. That’s where a skilled copyeditor and proofreader can transform your draft writing.

Bye, bye sore head…

So there you have it. A few thoughts inspired by Growing Gloucestershire and only two weeks late – for very good reasons. Watch this space for more… And, by the way, my head’s a lot better thank you. Which is why I can write this instead of curling grumpily in a corner while the room spins uncontrollably and bad elves hammer 6-inch nails into my skull as they seemed to be doing last Friday.

Good job too. There’s a load more copywriting on its way in the shape of client case studies and website/SEO copy, Write on Al!

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.