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.
By bringing psychological effects and biases like these to our words, we make sentences sing and people click. 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.
So as you can see, we’re Swiss Army Knives rather than specialists. Although we have noticed our clients asking for two things in particular lately…
1. Well-written websites
Clicks and signposts are all well and good, but your website is your front door. If your brand tone of voice doesn’t come across here, do you really have one?
2. Thought leadership pieces people actually read
An idea isn’t worth anything unless it’s clearly expressed. You bring the opinions, we’ll help you hone them – in blogs, whitepapers and articles; in simple language that lets your thinking shine.
But as we say, those are just two examples of a huge range of writing work we do. We’re agnostic; we believe small print deserves the same love and care as big lines on bus stops. Good writing is good writing – wherever it lives.
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