Writer Insight

Tips, advice and news from The Writer

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Apr 09, 2021

Two brains are better than one

If you want brilliant work, you need two brains on the case, not one. Here’s our take on why, at The Writer, we never have a creative flying solo.


Nov 23, 2020

Putting your tone to the test

What makes for a good tone of voice, anyway? We think there are four tests a solid tone of voice should pass. Read our guide to see how well yours does – and get plenty of advice on how to build, improve and roll out your tone.


Jun 02, 2020

Training virtually: there’s no ‘new normal’ about it

Yes, the experience is 2D and it’s not exactly the same as being in a room with people. But, can it give people valuable skills, a boost in confidence and bring people together? Yes. And it brings a few more benefits.

Training Learning & development

May 11, 2019

UK report: Is tone of voice worth it?

We commissioned this research to get an independent view. There were findings we expected, and a few surprises along the way, too. Most importantly, there are plenty of clues as to how to make sure a tone of voice programme pays off in the long run.


Apr 04, 2019

Why your new ad campaign shouldn’t set your tone

A client recently asked us for a new tone of voice. Thing is, they’d asked us to do the same thing the year before. And the year before. The reason? Every time they launched a new brand campaign, they wanted to change their voice to match.


Jun 05, 2016

US report: Does tone of voice matter to big business?

At The Writer, we’ve always believed that what your brand sounds like matters as much as how it looks – if not more. But we would say that, wouldn’t we? Question is, are big brands getting the message?


Jan 07, 2016

Putting a voice to the face

We're going back to basics. What is tone of voice, and why is it a big opportunity for your brand?


Sep 08, 2015

Great content needs great writing

Content's everywhere. How do you make sure the message doesn't end up taking a backseat to the medium? We've got a few thoughts.


Latest from the press

How business-speak is the enemy of inclusivity

Rightly we’re all thinking about inclusive language. Just make sure you don’t miss out on an enemy of inclusivity that has long been lurking in business writing: jargon and business-speak.

Read in Wearethecity

Three ways to write more inclusively

Words are powerful. They can excite, engage, entertain, inform, persuade. But they can just as easily shut people out. That’s where the idea of inclusive language comes in – avoiding words or phrases that can offend or ignore parts of your audience. And instead, writing for an audience of everyone.

Read in HRnews

The power of storytelling

Our Group Creative Director, Charli Nordone, sat down with Creative Pool to talk storytelling, Simon Sinek and spotty dachshunds.

Read in Creativepool

Five minutes with Charli Nordone

'Brands are doing some soul searching.' Charli spoke to Transform Magazine on how Covid's affected the way brands communicate, and why tone of voice is more important than ever.

Read in Transform - magazine

Why Customers Want More From Your Words In 2021

Since this time last year, Very Sincere Brand Messages have been flooding our inboxes. And the sheer volume of comms we're getting has made us, as readers, expect more from the words businesses are using than ever. So how do you make sure your writing stands up to scrutiny?

Read in Advertising Week

Why your bots and customers are clashing - and how to solve it

Chatbots and voice assistants have come a long way in the last few years, but done badly, they can still really wind your customers up. Here's how to master the art of a good conversation.

Read in CXM

The soulless language of customer experience

Customer experience, the discipline that wants to put emotion and how people really feel at the heart of business, is terrible at communicating. Our Harry’s pulling no punches in Engage Customer.

Read in Engage Customer

Don’t let the bots beat you

Our Harry’s in Brand Quarterly, chatting with chatbots who seem to be doing a better job at natural language than human writers. Time to step it up, folks...

Find out why, in Brand Quarterly

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