Persuasive writing for the (then) Prime Minister
A letter to launch a nationwide apprenticeship scheme
The client
Learning and Skills Council.
The challenge
Gordon Brown wanted to persuade the UK’s largest 1000 companies to get behind the re-launch of the government’s Apprenticeship scheme. The initial call to action was for a commitment of one hour of their time. But could a well-written letter persuade companies to embrace their altruistic side?
The solution
Firstly, we had to write in a tone consistent with Gordon Brown’s forthright style. We then had to clearly present the business benefits of the scheme, dissociating it with its predecessor. Writing on behalf of such a famous and senior figure guaranteed the attention of our audience - a rare treat in direct marketing. This allowed us to sell the societal benefit as well as the advantages for the company.
The results
the letter spearheaded the launch and there was a good take up of the scheme amongst major UK companies.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Agency: Enterprise IG (now Superunion)
Client: Learning and Skills Council
