Individual companies, like individual people, have unique personalities. Volvo, for example, is perceived by many consumers to be mature, serious and reliable. Apple, by contrast, is youthful and quirky and defiant – but in a good way. For a marketing campaign to be successful, these “personality” characteristics must be reflected in the copy that’s created for clients. In others words, the voice and tone of a brochure or press release should sound like that company.

In this workshop... participants will be led through a series of hands-on, pen-to-paper exercises in which they develop a unique voice and vocabulary for a specific client.

Objective: To acquire an understanding of how voice is developed on the page, and begin to develop a unique voice for one particular client.