A newsletter for a telecoms giant

Hook the reader, then present the corporate message

The client


The challenge

Vodafone's newsletter, The Voice, is well produced and packed with interesting editorial. But, like all internal business communications, the vast majority of pieces carry a corporate message. Our job was to get this message heard while keeping the internal audience hooked.

The solution

We focused on the human interest aspect of each story and intrigued the reader with narrative devices and bold headlines. By giving the reader incentive to continue reading, more of the company’s messages are absorbed.

The writing

"OK, now you be the customer.

When you were little did you used to play shops? The till was always full, service was attentive, and every customer was happy. In business the goals aren't really any different - but it's a much harder game".


The results

Despite a very late briefing, the newsletter was delivered on time and the client was delighted.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Tim Bax

Client: Vodafone

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

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