Brand language, copywriting, content creation: whatever you call it, the language you use to describe something fundamentally shapes the way people think and feel about it.
Just ask Heston Blumenthal: nobody ordered crab ice cream from one of his menus until he relabelled it frozen crab bisque – an instant hit. And we love playing with these mental quirks.
That particular trick’s called framing. But we’ve got lots of tools in the box: serial position effect means you need to lead with your main point; concrete language makes your idea much more memorable. There are hundreds of these psychological effects and biases guiding the way we react to the things we read, and we’ll help you make the most of them.
So what do we write?
Websites, apps, ads, chatbot flows, customer emails, letters, thought leadership, speeches, key messages, corporate values, case studies, brochures, terms and conditions, help articles, product sheets, user guides, packaging, headlines, straplines, calls to action, claims: everything, kinda.
Schwa’s writing is a joy to read. They bring a heady mix of zinginess and safe-pair-of-hands-ness, so they’re just as comfortable turning dense formality into sparklingly clear prose as they are coming out with smart, catchy one-liners. And being able to pick up the phone and talk directly to the writers makes a big difference.Amanda Cumine, director of brand marketing, GoCompare