our tone of voice experience · equiniti mssc (marine society and sea cadets) kia. t: 01225 731 373...

© Ink Copywriters 2012

Our tone of voice experience

t: 01225 731 373f: 01225 422 522e: [email protected]

What we do

ThinkingAd campaignsBrand guidelinesCreative conceptsDirect mailEmailersCopy managementNamingStrategyTone of voice

Writing AdvertorialsAnnual reports BrochuresCase studiesEmailersLettersMagazinesMicrositesNewslettersPackagingPlain English editingPoint of salePress releasesProspectusesScriptsSEO copywriting StraplinesWebsites

Training Basic copywritingAdvanced copywritingTone of voice workshopsWeb writing workshops

2© Ink Copywriters 2012

Ink is an award-winning team of writers who believe communications should work harder. Made up of seven in-house writers, we offer a huge range of styles and expertise, but share a common aim: to make everything we write original, engaging and memorable.


What we do





Tone of voiceWe specialise in helping companies define and implement their tone of voice – a voice that is rooted in the brand values of your organisation. We can develop a distinctive ‘voice’ from scratch, help refine your existing communications, or implement a voice from your guidelines.


What we do





WritingWe also have experience writing for virtually every media and sector from digital and SEO to print, corporate reporting and magazines.


What we do





Recent clientsCopywritingBAAInvestecJordans CerealsTwiningsAlproHotpointSkodaAccentureL&GMet OfficeIcelandDelice de FranceCare UKNational TrustIKEA

Tone of voiceWaitrose Premier InnHalifaxWickesSantanderTravis PerkinsPetrofacPreferred Hotel GroupJW MarriottCoco CollectionFriends ProvidentEquinitiMSSC (Marine Society and Sea Cadets) Kia


Words can… Engage


WaitroseTone of voice development

We worked closely with Waitrose on first defining, then expressing their tone of voice and visual language guidelines. We’ve since been involved in writing copy for 200+ products, point of sale signage, leaflets and belief statements, as well as all copy for the new Waitrose Cookery School.

Crucially, we needed to add exuberance, fun and passion to the Waitrose tone of voice – making them a more approachable, friendly (and less aloof) supermarket.


Words can… Engage




Words can… Engage


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4 | A guide to shaping our brand | Our brand

Here at Waitrose we like to do things differently.

We care about our products, our Partners, suppliers and customers and we’re committed to great quality. We’re always eager to experiment and try new flavours.

Most of all, we love our food. Our brand should express this difference: our pleasure and enthusiasm needs to shine through in everything we write and design.

How should this workbook be used?These guidelines cover our core brand ingredients including our tone of voice and visual language.

They are designed for anyone who works with the Waitrose brand and should be used together with our more detailed Corporate Identity Guidelines.

We hope you’ll find these principles useful and, like any good recipe, they will evolve over time.

First things first… what makes us, us?

TRIM

TRIM



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Waitrose Cookery SchoolBrochure

We worked closely with the new cookery school to write their first ever brochure, bringing their love of food to life in words. As with the brand guidelines, we also co-ordinated the design, working closely with the creative team and illustrator.

“It was so great to meet such incredibly approachable people from the beginning. You perfectly interpreted the brief, all of our ideas, crazy ramblings and our incredible indecisiveness at times. The creativity injected into the brochure is clear even from the cover. You’ve given it an edge in both the design concept and the copy throughout.” Halli O’Neil, Waitrose Cookery School


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It’s about rolling up your sleeves, getting stuck in, then enjoying the fruits (meats and vegetables) of your labour.

So after years of bringing busy shoppers top-notch ingredients, we decided to go one step further and open the Waitrose Cookery School: the first ever created by a UK supermarket. Kitted out with a bar, dining area, theatre and cookery school, we serve up a full smörgåsbord of courses, events, private dining, celebrations and more for individuals and businesses alike.

So whatever the reason for your visit, you’ll find flavours and fun by the ladle-load. And yes, you’re even allowed to lick the spoon.

From �e humble lo� to Mi��in star �ning, we �ink c��ng sh�ld be a joy


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Swap those grey suits for chef’s whites. Switch your bow tie for Pad Thai. Host a mouth-watering presentation in the theatre. Or take over the entire Cookery School for a product launch, complete with food demos and tasting samples. After all, everyone knows the best parties happen in the kitchen.

PLC

Nothing quite gets the creative juices flowing like food. And with a bar, dining area and theatre, complete with the latest audio-visual equipment, the Cookery School offers almost limitless flexibility.BLT


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Premier InnTone of voice development

We were asked by Premier Inn to develop a single, strong tone of voice for their organisation. We audited their literature and stayed at their hotels, before producing guidelines that expressed their brand. We’ve since worked on various communications including web pages, signage, wayfinding, letters and emailers.


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Premier InnTone of voice development

Tone of voice guide extract:Being down to earth

•Tell it straight and let the facts speak for themselves

•Less is more, so get to the point quickly and edit your copy – delete anything that’s convoluted or simply unnecessary

•Put yourself in your audience’s shoes – think, what do they really need to know?

•Use active not passive sentences to engage the reader

•Don’t be vague – substantiate your points with facts that show what we’re doing, not just what we’re claiming

Sample email copy:Pillow fights? Settled, once and for all.

Are you a big softie? Or do you prefer something a little firmer? Everyone has their own favourite type of pillow, which is why we’re offering you a choice whenever you stay. By July 2012 every single Premier Inn room will have:

•A firm pillow on the bed•A softer pillow on top of the

wardrobe.

So you’ll always wake up bright eyed and bushy tailed.

Sample hot weather letter:It’s a scorcher!

We all love getting out in the sun – but this hot weather isn’t always so much fun when you’re trying to get a good night’s sleep.

So, to help keep you cool, we’ve provided fans in all of our rooms. And, if you want to throw off your duvet, we’ve got additional sheets at reception for you to use instead.

You’ll also find that our cleaners will close your curtains to help keep prevent your room from getting too hot. But if you’d rather let the sunshine in – and have your curtains left open – let us know at reception.

Then just get on with enjoying the weather – and your stay.


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HalifaxTone of voice development

We are the ‘preferred copywriting partner’ for Halifax, working on numerous communications every month. As part of this, we have developed and implemented their tone of voice across customer literature, letters and web copy. We have now trained around 200 employees and agency staff in how to apply the right tone to their writing.


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Words can… Engage



To fi nd out more about our cash ISA Promise and what it means to you, ask one of us in branch or call 08457 26 36 46. We’ll be happy to help.

As well as being the UK’s No 1 for ISAs* our new cash ISA Promise is another great reason to save tax free with Halifax.

*Source: GfK FRS All Cash ISAs, 6 months ending May 2010

Enjoy a great new rate of 2.80% AER and easy access with Halifax ISA Direct RewardLooking for a really great interest rate that’s also tax free? And access to your savings whenever you need them? Then the Halifax ISA Direct Reward could be ideal for you.

The really good news is the Halifax ISA Direct Reward has a very competitive variable, tax-free rate of 2.80% AER for 12 months. You could even increase this to 3.00% AER for 12 months if you qualify for Halifax Rewards – special deals that are just for our current account customers.

2.80% AER variable tax free for 12 months, or 3.00% AER variable tax free with Halifax Rewards.

the total balance you can achieve at the end of the tax year.

make deposits in branch.

existing cash ISA balances you have elsewhere.

To get the 2.80% AER variable tax-free rate, just pay in at least £1 within 60 days of opening your account and keep at least £1 invested throughout the 12 months. To qualify for Halifax Rewards you need to have either a current account, and pay in £1,000 a month, or have an Ultimate Reward Current Account. If you don’t already bank with us, you can move your current account to Halifax using our Switching Service and pay in £1,000 or more each month, or open an Ultimate Reward Current Account. Ask a member of staff to fi nd out more.

Another great reason to take out a cash ISA with Halifax – our new cash ISA Promise

Switch your cash ISA to us and you won’t just be keeping the interest on your savings safe from the taxman – you’ll be getting our unique cash ISA Promise. We are making three commitments to help you make more of your savings.

1. We’ll give you interest straightawayFirst off – if you’re switching from your existing ISA provider over to a Halifax cash ISA you’ll earn interest from the day we receive your completed transfer form. And if you choose to open an ISA Direct Reward you’ll earn a great tax-free rate of 2.80% AER variable while the transfer takes place. The money doesn’t even have to be in your account. From the moment you hand us your transfer form, you’ll start earning interest on your cash ISA. This rate applies for 12 months from opening the account.

2. We’ll keep you in the knowNo one wants to be kept in the dark. Especially when it concerns your money. With our cash ISA Promise we’ll tell you what’s happening with your account. You’ll know where you stand and how well your savings are growing:

3. We’ll make sure our ISA offers are open to everyoneSometimes it seems like banks are only concerned with attracting new customers.We won’t offer any of our ISA products to new customers that our existing customers can’t have as well.

Summary box: Key product information

Account name Halifax ISA Direct Reward

Interest rates (AERs) For interest rates in more detail go to www.halifax.co.uk/savings-rates

Tax status Interest will be paid tax free

Conditions for bonus payment There is no bonus available on this account

Withdrawal arrangements Unlimited number of withdrawals. No notice required. Minimum withdrawal £10.

If your account balance falls below £1 the Halifax ISA Saver Direct variable interest rate and account conditions apply to your account from that date.

After the 12 month reward period, the Halifax ISA Saver Direct variable interest rate and conditions apply.

Access Access by telephone or online (Deposits can be made in branches)

Towards the end of the 12-month reward period we’ll send you a reminder 14 days before the anniversary of opening your account. We’ll be happy to arrange a savings review at that time to tell you about our latest deals and help you make the most of your savings. At the end of the 12-month period (or if your balance falls below £1 during the fi rst 12 months) then the Halifax ISA Saver Direct variable interest rate and account conditions apply (currently a tax free rate of 0.50% AER/gross pa).

Book a savings review today Ask a member of staff in branch or

Call 08457 26 36 46

(please allow one hour for your appointment)Lines open Monday to Friday 8am-8pm, Saturday 8am-6pm & Sunday 9am-5pm.

The Halifax ISA PromiseHalifax promises;

we pay interest from day one of receiving your completed transfer application.

- while switching your cash ISA to us- when your reward or fi xed rate cash ISA offer is coming to an end- of your cash ISA’s interest rate.

These promises are part of our agreement with you. Only Halifax does all this.

UK’s No 1 for ISAs*

30030_133601691_LFL.indd 2 30/09/10 6:35 PM


Words can… Engage


SantanderTone of voice development

When Santander first entered the UK banking market – through the takeover of Abbey – they needed to convey both their professionalism and a friendly, approachable personality. We developed their tone of voice and copywriting guide, then applied it across all of their core brochures, covering everything from mortgages to bank accounts to pensions.

As well as customer-facing communications, we have helped Santander Corporate Banking with speeches, product sheets and important brochures.

MortgagesFirst time buyers

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Mortgages - First Time Buyers

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More ideas for your Money

Abbey can help with your upfront costs.You can add the booking fee for yourmortgage on to your loan. You’ll haveto pay interest on the cost, but it meansyou don’t have to pay it upfront.

Your monthly budget planner

How much you earn each month

How much you spend each month

Your monthly income £

2nd monthly income (if any) £

Other income (if any) £

Total monthly expenditure (put this figure in box A) £

Rent or predicted mortgage repayment £

Life assurance / pension contributions £

Buildings / contents insurance £

Investments and savings £

Payment protection / healthcare cover £

Ground rent or service charge £

Council tax £

Electricity / gas / water £

Telephone (landline and mobile) £

Internet / broadband subscription £

TV licence / rental (including satellite or cable) £

Housekeeping / food £

Loans/hire purchase / store cards £

Petrol / public transport £

Car repairs / servicing/insurance/tax £

Property repairs / decoration £

Entertainment (eg cinema, eating out) £

Memberships / subscriptions £

Total monthly expenditure (put this figure in box B) £

Box A: How much you earn each month £

Box B: How much you spend each month £

Monthly amount you can afford to spend on

paying the mortgage £


Words can… Engage


SantanderTone of voice development

� Visit the area you’re thinkingof at different times of the dayto get a true picture.� When you visit a property, take

someone with you. They mightnotice things you miss.

10

Mortgages - First Time Buyers

How to judge a propertyOnce you’ve chosen your ideal location,you’ll be able to start viewing properties.Ask yourself the following questions whenyou look around:

� Does the property look in good condition,inside and out?

� Would you feel safe and secureliving there?

� Is parking easy?

� Are shops and services within easy reach?

� What are traffic levels like?

� Is the area quiet?

� Which direction does the garden face?

11

Questions to ask the owners orestate agents� What are the neighbours like?

� How much light does the property get– especially in winter?

� Does the property have a workingsecurity system?

� Have there been any structural problems?

� Are the wiring, windows, woodwork anddamp-proofing in good condition?

� Have the owners already got somewhereto move to, and are they looking for aquick sale?

� Is there a buyers’ chain and what wouldthe seller do if the chain broke?

� If you’re thinking of starting a family, askabout the local school catchment area

Get extra help online

www.upmystreet.com is packed fullof information on any location in theUK – just tap in the postcode of thearea you’re considering and you canfind out everything from averagehouse prices to local services

www.thewordonyourstreet.co.ukgives you lots of advice from peoplewho’ve recently bought their firsthome. You can find out how they didit – and get some great tips on how todo it yourself

www.landreg.gov.uk gives you anidea of the type of house prices youcould pay for the particular area you’reinterested in

Tips on buying property

Remember that although estate agentsare happy to give you information, they’reactually working for and being paid bythe seller.

� The estate agent is required by lawnot to mislead you, so they have todescribe the property in a true andaccurate way

� You can make an offer on a propertywith certain conditions attached, butthe seller doesn’t have to accept them

� If an estate agent asks you to pay apre-contract deposit, check with yourlegal advisor whether this is necessary– and whether you’ll get the moneyback if the sale falls through

� Keep a record of all correspondencerelating to the sale


Words can… Engage


Met OfficeCorporate brochure

The Met Office provides a broad range of weather–related services for the UK Government and organisations around the world. Not only have we written several of their annual reports, we also write Barometer, the Met Office’s quarterly magazine which is packed with diverse and engaging articles illustrating just how much the weather impacts on all our lives. Features range from celebrity interviews to in-depth analyses of our changing weather systems.

Weather


Words can… Engage


Met OfficeCorporate brochure

Leeds office worker Michelle Forbes looks to her radio for weather tips as she prepares for her journey to work... Should she take her brolly? Or take the gamble?

Delivery man Savraj Singh checks a smartphone as he climbs into his van for a Swindon day tour. Online weather information helps him take the guesswork out of scheduling the route.

Suffolk farmer Phil Stott pours milk on his daughter’s cereal, with Met Office forecaster and BBC broadcast meteorologist Rob McElwee also in full flow on Radio 4’s morning bulletin. Will today stay dry enough to plant the bottom field?

06.57 GMT:

And the outlook for later...

8 9

Leeds office worker Michelle Forbes looks to her radio for weather tips as she prepares for her journey to work... Should she take her brolly? Or take the gamble?

Delivery man Savraj Singh checks a smartphone as he climbs into his van for a Swindon day tour. Online weather information helps him take the guesswork out of scheduling the route.

Suffolk farmer Phil Stott pours milk on his daughter’s cereal, with Met Office forecaster and BBC broadcast meteorologist Rob McElwee also in full flow on Radio 4’s morning bulletin. Will today stay dry enough to plant the bottom field?

06.57 GMT:

And the outlook for later...

8 9


Words can… Engage


Jordans CerealsTone of voice development

When Jordans Cereals decided to modernise their image, they asked us to re-write their website and e-newsletters in time for the launch of their new muesli range. To appeal to a younger audience, the tone of voice needed to convey a sense of personable, ‘relaxed expertise’ – encompassing Jordans’ passion for their products and belief that natural food is better for everyone, as well as the environment.


What we do





What our clients say“Most people can write, but few can make words sparkle. Ink provides us with this creative edge.” Jharna Chowdery, Santander Corporate Banking

“The Ink team really knows how to put pen to paper. They quickly understood the need for communicating the values of our farmers’ cooperative in a quirky, friendly and engaging way.” Ali Lucy, Senior Product Manager, Milk Link

“We really value our relationship with Ink, they are an amazing organisation and set a very high standard for anyone else we work alongside.” Sarah Tempest, Senior Writer/Editor, Met Office


What we do





“Ink was a fantastic find and much more than just a copywriting agency. They have helped us craft messages and structure internal documents and tools. Feedback has been excellent from staff and management alike.” Penny Lawson, Head of Internal Communications, ITV

“With Ink, we get copy of a consistently high quality, delivered on time week after week. They are a company we can really depend on.” Nigel Bridgeman, Marketing Manager for EMEA, HP

“We are more than happy with the high standard and variety of copywriting support the team at Ink provide. Their friendly and efficient service makes doing business a pleasure.” Ailsa Stinson, Account Director, Lloyd Northover


What we do





What the judges sayFresh Awards Grand Prix: GoldNew York Festivals: SilverFresh Awards: Silver and BronzeRoses Awards: BronzeCream Awards: BronzeCreativity Awards: Highly CommendedVenice Awards: Highly CommendedCreative Review: Featured in 2008 annual


What we do





Thank you

our tone of voice experience · equiniti mssc (marine society and sea cadets) kia. t: 01225 731 373...

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