Persuasive writing for the (then) Prime Minister
A letter to launch a nationwide apprenticeship scheme
Learning and Skills Council.
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?
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 letter spearheaded the launch and there was a good take up of the scheme amongst major UK companies.
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Agency: Enterprise IG (now Superunion)
Client: Learning and Skills Council