Message Management and Crafting

“Words need to work in partnership with imagery for communication to be at its most effective.

My trading name recognises the importance of this partnership. Words can be crafted to paint pictures, but adding images brings messages to life.”

Its important to manage your communications strategy, but its even more important to manage your message. Yet writing is often the most underestimated and undervalued of the creative marketing disciplines; because anyone can write... right?

Wrong! Turning complex propositions into clear and simple messages takes expertise and experience. It’s not about just writing its about crafting. Creating shorter messages can take more time than crafting long ones; and whether it’s for sales, marketing or internal communication, engaging people with your message is critical to the success of any piece of communication.

With more than 25 years experience in message management, I understand how to craft the message so that it’s not just understood but also elicits the desired response. I can set the tone of voice and establish the core messaging that should underpin all sales, brand and/or campaign copy.

What I do effectively establishes the textual equivalent of corporate identity guidelines, to ensure clear and consistent communication of the value proposition through all future sales and marketing messages.


    CenterParcs, brochures and web site more>>

    In 2006 I devised a new tone of voice and copy style for CenterParcs. The core messages I crafted for their brochures and web site, set the benchmark for all future marketing & brand communications.

  • CenterParcs, brochures and web site