Home page key messages
Tone of voice
Whatever the medium, we focus first on the personality of the brand we’re writing for, the key messages we’re aiming to convey and the needs and interests of the audience we’re addressing. The second step is to understand the medium inside out.
Once those are crystal clear, it’s time to craft the words, the ideas, the concepts, the conversational gambits that will communicate most vividly. This is an odd mix of sales psychology, market analysis, creative spark… and just finding something intriguing to say.