Written by professionals
September 21, 2006Gerald No Comments »
Over the years, I’ve handled a great deal of work with British Telecom, as have many writers and designers. We were governed for a while by a set of guidelines on how the BT brand should be communicated. They had this to say about words…
“Oddly enough, the world is not waiting with bated breath for the next communication from British Telecom. When we talk to our customers we must hit them straight away with a good reason for taking time out from their busy lives to listen to us…
“The truth isn’t the truth until people believe us. People can’t believe us if they don’t know what we are saying. They can’t know what we are saying if they don’t listen to us. They won’t listen to us if we are not interesting. And we won’t be interesting unless we say things imaginatively, freshly and with originality. That is why we have a core of professional copywriters for all our customer communications… Product managers and marketing managers will, of course, have a major role in steering and reviewing the copy, but they must not write the sales literature….”
Good stuff…
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