Tone of Voice > Tone of Voice Training
Tone of Voice Training
What is tone of voice training?
Changing the writing habits formed in childhood of an entire workforce requires more than distributing a tone of voice guide. You need training. Training can also be designed to address the specific writing needs of particular individuals or teams.
Why is tone of voice training important?
Ensures take-up of the brand’s trai ing – tone of voice guidelines ask for a major change of habit in staff writers. A tone of voice launch attracts attention to the new way of writing and explains it. Follow-up training helps embed the new writing approach by getting each individual to practice it and gain feedback.
What's important in tone of voice training?
Education – teaching someone to write requires a different skill set than writing itself. You need teaching qualifications to properly design schemes for effective learning, but you also need a thorough knowledge of copywriting.
Different brands, different demands – a training course has to be tailored to the individual requirements of a brand and the needs of the staff writers.
Spread the brand values - because tone of voice guidelines are based on the brand model and require writers to understand the brand, they are a useful way of launching and embedding new brand values following a refresh. After the launch, staff writers refer back to the tone of voice guide as a reference when they write and this keeps the brand values top of mind.
Benefits of the Barnaby Benson approach to tone of voice training
Consistent best practice – our experience in education – which includes post-graduate qualifications and several years of delivering Guardian masterclasses – allows us to train and coach in-house writers to consistently express a brand’s ToV.
Reliable delivery – as we provide a range of training programmes – from one-to-one remote coaching, to full days with in-house teams – you can be confident in our ability to deliver the programme for you.
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"As well as developing our Brand Guidelines, Barnaby Benson worked with our in-house copywriting team to facilitate the smooth implementation of the new guidelines. They injected a new level of creativity and personality into our marketing communications and were great fun to work with. Their unique talent for writing and coaching was of real value to our business."
Marketing Services Manager