Persuasive writing for the (then) Prime Minister

A letter to launch a nationwide apprenticeship scheme

sales copywriting for Gordon Brown
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