Here’s more on the Bristol and Bath area – a new report reckons that this is the UK’s most important centre for digital industries outside London. The secret seems to be the area’s rich creative and technological heritage, a strong entrepreneurial culture, and access to marketing skills. Yep, that fits.
It’s easy to think that if you’re marketing to a business you need to be, well, businesslike. Rational, with lots of facts and figures, using plenty of technical terminology. Wrong. Very wrong.
I have only just come across an amusing blog post written in 2011 about the death of the copywriter (business writer, marketing writer), as announced by a digital guru. It seems that social media has killed the professional marketing writer, because social media tells the truth and writers like me lie. (I do apologise for lying all these years.)
What do people think a semicolon is for? Why do people write sentences like this: ‘They advise customers on their financial planning covering all products but mainly; savings, pensions and investments.’
I received a text message a couple of days ago. It contained the word ‘terrifying’. That’s not what I expect to read in my inbox, and certainly not in a text from an organisation. It had my attention instantly.
Wordbrain found itself in the Bath and Bristol area not because I knew there was a cluster of creative and digital industries here but because I liked the idea of living in this part of the world. But it’s become clear over the years that there’s an extraordinary array of hi-tech and creative businesses round here.
This just beggars belief. ‘Hardworking Britain Better Off’. Sorry, could you say that again? Actually, please don’t.
You may think the message has got through. Businesses no longer talk to people as they were units. Numbers on a spreadsheet. Mere items. Well, the message still needs repeating. Over and over again.
It’s occurred to me that the campaign against Scottish independence has had a problem right from the start, and that lies in the wording of the referendum question.
I’ve been helping a new luxury lifestyle brand to develop its tone of voice and positioning. The website has recently gone live and among other things it includes an article I wrote that redefines what Bath offers visitors – both now and 250 years ago. Read the piece here.