Sometimes we all need help to erm, you know, write better stuff and that. Here's how the writers at Verbal Identity help brand owners (and each other) to write better. Enjoy.

1. “Write first, right later.” – Helping good writers become better writers
Backstory WRITE FIRST, RIGHT LATER: Good editing
makes for great writing. But it also kills the
Chris West, founder of Verbal Identity, is one creative process if you start too early. How do
of London’s most highly-awarded copywriters. you decide when to write, and when to edit?
He is also a contributor to The Sunday Times, ALL WRITERS SHOULD BE ILLUSTRATORS:
a Contributing Editor at Lusso magazine and Good writing paints pictures across the
wrote a short film which won numerous awards reader’s mind. But how do you turn a process
including ‘Best Film, Barcelona Film Festival’. description or factual content into pictures?
Are good writers born or made? What could it mean for your brand?
Chris West believes that you don’t have to be Does your brand narrative tell a compelling story
creative to be a good writer. In fact, if you are, about why the world needs your brand? More
it’s probably a hindrance. Drawing on his 20 importantly, does it convince each member in
years experience of writing successfully for a the brand team of what their role is? If you
variety of different editors, he now mentors change the brand’s Tone of Voice, would people
senior executives in brand-centric organisations relate differently to it?
on how to write better. Each 90 minute session
is highly practical and bespoke programs last The sounds of words matter. In
from one to five sessions. research, most people considered
the (fictional) ice-cream brand
Program modules include: Frosh to be softer and creamier
than its fictional competitor Frish.
KNOW YOUR LISTENER: The 50s psychological
theory of Transactional Analysis is relevant to
good writing. The best communication happens
when you know who you are talking to, and you
know how they expect to be spoken to.
If you’d like to find out more about how Verbal Identity is using tone of voice, brand e: YoWesty@verbalidentity.co.uk / t: +44 (0) 20 8127 6265
narrative and copy analytics to give brands an unfair advantage, please call Chris West. Find out much much more about verbal identity on Twitter: @verbid