This copy isn’t spectacular or sensational, but I’m proud of the end result for a number of reasons.

Firstly, we helped the client take huge strides away from their old communication style, which was formal, full of jargon and hard to understand. A tone of voice workshop and a series of stakeholder interviews helped us get deep into what was interesting about the client.

Secondly, writing B2B copy is often tricky, because you need to write simply and clearly, but without being too casual or flippant. You also need to be interesting to your audience, without making empty promises.

Lastly, the work we did to understand our client helped us define the objectives for the content. As an example, we discovered that our client’s clients were unaware of the breadth of services available. So we incorporated a cross-selling panel to help highlight relevant services.