I’ve got UX under my skin

One of the advantages of the way we work is that it gets us into all sorts of different spaces with all sorts of different people.

This week I’ve been with a tech start-up, writing micro copy for a new football app. It’s meant getting deep into UX charts, wireframes and flow diagrams with web developers and designers, thinking about the best things to say to people at every stop along the way.

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There’s something in the digital people’s approach to design that’s helpful for all sorts of writing. Everything is seen as a step along the journey – it all sits in the context of everything that has already been said and done. Nothing stands alone.  

When you’re writing for an audience, you’re always asking questions about them. How much do they already know about what you’re talking about? What have they experienced of it up until this point? What ideas and feelings did you give them along the way? With UX, it’s all right there, mapped out.

 Maybe we need more of that. If we all understood everything in terms of some great real-life user experience diagram, maybe we’d stop working in isolation. We’d stop boring people by saying too much or mystifying them by not saying enough.

What I’m saying is, it’s all a journey, man.

So why write novels when we should be writing signposts?

Introducing our newest writer...

Jack W has recruited an exciting young Writing Club member, who we’re keen to introduce.

This is Agnes Bea Wells, born on Saturday 28th July.

Her portfolio needs a bit of work, but we’re confident that she’ll be ready for all your writing needs in no time at all.

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How To Rob A Bank: Writing That Gets Stuff Done

Good writing can get anything done. So yesterday we took the EE brand team to a shady underground pub and taught them how to rob a bank.

It’s a new training course we’ve been working on: a way of teaching genuinely useful writing skills that’s also a bit fun. There’s no shortage of boring corporate training courses out there, but we think this is something genuinely different.

It’s not a ‘How to be a copywriter’ course. We’re not trying to make competition for ourselves. It’s a course that uses copywriting skills to help all kinds of teams communicate better and get things done. Through the means of a good old-fashioned bank heist.

It went down well with the team at EE. If you think your team might enjoy it, get in touch.

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  Fight For Your Right to GDPR-ty

No doubt you’re waking up every morning to an onslaught of GDPR related emails.

No doubt you’re swiftly hitting delete.

Not Writing Club. We’ve been hawk-eyeing with diligence.

Certainly, most times out of ten we’ve raised an eyebrow and hit delete.

But, there has been the odd occasion when we’ve not (immediately) thought GDPissRightoffmate.

So here's our run down of those who did it well.  Here's to heartfelt copy, punchy subject lines and unashamedly strong TOV, wherever it may lie.

You have our vote, even if you don’t have our data.  

THE BARBICAN

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As swiftly acerbic as we’d hope the largest and most unforgivingly grey building in London would be.

ALT TICKETS

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A thoughtful one, taking what could be an incoherent block of words and breaking it up with colours, emojis and some easy to digest copy.

CRISIS

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This is honest and personal. Bolding what’s important early (taking your privacy seriously) and following with what they’re doing to prove it.

BOILER ROOM

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You rotters! Boiler Room led the way with clickbait subject lines. The early bird catches the data.

And while we’re at it…

D&AD

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SOUTHERN RAIL

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Gentle copy, gentle image; it’s a pretty soft, romantic email that’ll capture the imagination of holiday makers. How many people forgot their terrible train service and signed up remains to be seen.

GOOD LIFE YOGA

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Calling an email inbox “this sacred online space of yours” probably raised more than a few eyebrows but TOV is undeniably powerful here.

NTS RADIO

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Casual punning, casual self-promotion; NTS is playing it cool, and it’s working. Nonchalant, just like that little kiss at the end.

 

 

 

 

 

D&AD Short Form Copywriting for Impact, Revisited.


Tamara spent a day at D&AD last week, checking out their Short Form Copywriting course. She shares a couple of nuggets from the day here.


“There are two types of writer. Those who write, and those who talk."

Workshop leader Will Awdry puts himself in the latter category, and after a day spent revising ‘Short Form Copywriting for Impact’, I think I do too.

As Writing Club, we use words to deliver action. As its newest member, I figured a day spent in the D&AD basement would be as good a place as any to immerse myself in the art of using less for more.

It’s phenomenal what you can do without a WiFi log in, and actually talking about ways to use words taught me far more than an average day spent in front of a screen.

For example: have you ever noticed the amount of collusion in medical advertising? Though it’s a way of avoiding responsibility, remedy pushers give questions, never answers. Making you come up with a response is guaranteed mental rental – for an extra second at least.

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Pair that with the knowledge that the average Londoner remembers 1 in 13.5K adverts a day, and you’re looking a whole load of question marks.

Did I leave with an idea that’ll make the next Writing Club ad that 1 in 13.5K? A day of learning from peers and mentors left me feeling closer. My work was challenged and given new legs from fresh eyes, praised and questioned in equal measure.

Writers learn to work in solitude, which meant that sharing ideas proved both invigorating and challenging. No-one could remember the time when open plan offices actually encouraged collaboration, and it made feedback all that more potent.

As with all good ideas, I’ve been mulling over the ones this particular D&AD session left me with. They’re sinking and swilling, sure to be dredged up when it’s time for our next 1 in 13,500.

Full-Speed Advertising with EE

EE found out on Friday afternoon that they’d been named the Sunday Times Best Big Company to Work For 2018. It’s a big achievement, and well deserved.

They were given an ad on the back page of the paper to celebrate. We were given the brief: something celebratory, but not too braggy. And they needed it fast.

At times like this, EE’s in-house creative studio (that we form part of) really comes into its own. This ad was written, designed, reviewed and signed off in a matter of hours, ready to land in the newspaper on Sunday morning.

Congratulations, EE. Number one might just be the beginning, but it’s no bad place to start.

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Selling With Style

We often hear that the best way to actually sell stuff is to cut out the words and just put price slashes in huge red letters.

So sunhats off to Virgin for their “Seize the holiday” campaign. A bright spot in an otherwise samey sales season and further proof that good writing can sharpen the pointy end of the process.

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