Contagious

Tone of voice development and web copy

April 2023, I got an email from a Marketing Manager at Contagious, a design agency based in Edinburgh:

“…we’ve been working on a new TOV and are currently looking at rewriting our case studies to reflect this and a new content hierarchy. We’re looking to trial this structure with the below projects…”

She’d attached a detailed copy brief. I questioned the brief and asked what wasn’t liked about existing case studies. I got a reply on the same day:

“…came across too commercial, lacked a sense of enthusiasm and magic.”

We agreed that I’d develop the tone further and do two trial case studies. The deal was, if they were happy, they’d commission another twenty.

I sent the first draft, and this was the response: “I’ve had a quick read over and so far: I love how easy to read it is and how it’s conversational and warm. I’m sitting down with our group CD tomorrow to go over it so please bear with me…”

Two days later: “We went through and read your case studies today and we were both just admiring your writing so much. Your writing has such a nice rhythm to it and was a great pleasure to read. We really loved the headings and the pull-out text, and every segment is really digestible and has a nice flow.”

Bingo! Two down, twenty to go!

We agreed to do the remaining case study copywriting in batches of five. Twenty case studies – that’s a lot for the writer, and it turned out, it was a lot for the agency too.

As with any agency, their client work comes first. Briefing slowed and the detail started to become a bit thin on the ground. I worked with the client to tease more information out of their Designers and Account Directors. We agreed that I’d put a questionnaire together to fill gaps and make their task a little less irksome.

So far I’ve done gin, brandy, rum, vodka and whisky. Not bad for someone who’s not had anything stronger than a cup of tea since 1990.

I’ve just sent the third batch, and a good chunk of the signed-off copy is now live.

Have a nosy at: contagious.co.uk

And for a very different kind of web copywriting project, have a peep at Dollop