What can copywriters learn from behavioural economics? Can social media measurement improve the way we write? Should writers turn to neuroscience to better understand what’s going in readers’ minds? What exactly is tone of voice? How do you write memorable strap lines? Could you make more money as a writer? Does storytelling really have a powerful role to play in business? Are questions an effective way to start a piece?
These issues and many more will be discussed at the Professional Copywriters’ Network annual conference in September. This is a rare chance for all sorts of commercial writers to gather, learn, debate and make connections. I’ll be there, talking about stories and listening to the other speakers. They include the wonderful raconteur, e-cigarette guerilla and Ogilvy vice-chairman Rory Sutherland; and Dr Jillian Ney, the first Doctor of Social Media in the UK and chief executive of consultancy Disruptive Insight. There’s also a great line up of experts taking training sessions.
Here are a few more words on my talk:
Almost every business now claims it has a story. And terms such as ‘brand storytelling’ and ‘corporate narrative’ have become commonplace in the communications industry.
But, in truth, relatively few people really understand what makes a story a story. And the ‘stories’ shared by most businesses and agencies just aren’t that interesting, memorable or inspiring.
Tim Rich will look at what makes a story, why stories can be so valuable, and how to overcome client anxieties about telling a great story. He will also consider how storytelling can help writers to promote their own business.
If all this sounds interesting, come and join us at the lovely Haberdashers’ Hall in the City of London on the 26th September. While we’re there we can try to find a haberdasher and get them to tell us the story behind the Company’s punchy strap line and extraordinary coat of arms, with its:
‘two naked arms embowed holding a laurel wreath all proper, on either side a goat of India argent flecked gules and membered Or’.
PS If you haven’t heard Rory Sutherland speak, enjoy his talk for TED in Athens.