TONE OF VOICE
WRITING CRAFT
As a writer, it may be stating the obvious but you need to enjoy writing.
Experience has enabled me to develop my skill-set. Penning thousands of ads for hundreds of brands and clients has undoubtedly helped. Yet I also stretched myself by writing speeches (both formal and after dinner), crafting comedy (I co-created a sketch show submitted to Channel 4 and had my material performed at the Edinburgh Fringe), and continually tapping out so much more.
Why? Doing the writer’s hard yards gives you the all-important tools to apply different tones of voice and to tweak your tactics for different audiences and occasions. A bit like this…
HUMOUR
Find the funny bone – it’s always there. If you can turn dull into droll and make the mundane more mirthful, it’s definitely a golden string to add to your bow.
TALK TOUGH
Sometimes the consumer needs to be hit straight between the eyes. A killer fact can always knock ‘em dead. Knowing when to be serious can be seriously effective.
SURPRISE
If you can master pulling off a rug pull with aplomb, surprising the consumer in a rewarding way, it’s a great ace to have up your sleeve.
COPYCAT TACTICS
Aping something that’s universally known can be a brilliant way to engage your audience, leading them up the path with something very familiar before making your (unexpected) point.
