This was taken from a recent mailer that went out to modcomms contacts.

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In today’s straitened economy, marketing and communications teams need to squeeze value out of every campaign. In this edition, we’re going to focus on a quick win which is available to every campaign; whatever the medium, and whatever the budget.
I’m talking about Tone of Voice - one of the key components of your brand, and one which is all too often ignored.

Many companies spend a fortune on CRM systems in order to intricately manage each customer interaction - and then entirely forget to communicate in a way which engages with those customers.

Good copywriting doesn’t cost any more than bad copywriting; so it won’t break the bank to put some effort into getting your staff and customer-facing communications right.

Tone of Voice in a nutshell

Your Tone of Voice is part of your brand - as much a part of your brand as your logo or mission statement. Think about your brand values: does the way you talk to clients match those values?

Managing Tone of Voice creates a genuine uplift in response rates for newsletters and other customer communications, because it improves customer engagement and perceived relevance. Like your logo, your Tone of Voice can be written down. Think about the vocabulary you use with clients and staff.

Could it be improved?

Could you be more:

• - Helpful
• - Knowledgeable
• - Responsive
• - Enthusiastic
• - Sympathetic

Your Tone of Voice is everywhere: from the copy which appears on product packaging to the way call centre staff answer the phone. It’s not just marketing or brand management staff who have something to gain.

And Tone of Voice has become particularly important online. Just because you’re working on a blog, a podcast or on Facebook doesn’t mean the rules of effective communication go out the window.

Five things you can do right now to improve your customer-facing communications:

• - Banish those internal words which creep into customer-facing usage! You may be proud to be working on Project Weasel, but customers haven’t got a clue what that means.
  - Rediscover your brand values. They differentiate your company from the competition; and therefore attract a defined target audience.
  - Encourage peer-review of copy. The Modcomms editorial team tell me that they always read each other’s copy. That way, they can hone down Tone of Voice issues every time.
  - Perform an enforced sanity check for each new communication. Ask some basic questions: is this the sort of thing out customers would expect?
  - Get everyone involved. Communicators and marketers should become evangelists for effective customer engagement.

Pepping up your communications:

ModComms recently helped a major high-street retailer to capitalise on the new economic climate by changing their priorities.

Not only did they alter their product lines and promotional schedules; but they also re-assessed their brand values and Tone of Voice guidelines.

We tailored a Tone of Voice Workshop to the client’s specific needs:

• - Explaining the value of Tone of Voice to both marketers and non-marketers alike.
  - Introducing the Tone of Voice guidelines and their application to real-life situations.
  - And then solving specific problems identified by staff.

Maybe you’re in a similar position? Just get in touch for more information.

Signing off

With consolidation taking place across many industries and sectors right now, the need to differentiate has never been greater. How you address your customers and staff is more critical than ever.

Do feel free to get in touch if re-evaluating your voice is something you need!

Thanks to support from HelmsBriscoe, we have been able to organise the last ‘Summer Social’ in a fantastic location. We will be spending the evening at the new Wyndham Grand London Chelsea Harbour, in the newly refurbished penthouse suites that offer stunning views over the river and the marina.

The hotel is London’s only 5 star all-suite property with exceptionally spacious rooms. Up in the Albert and Battersea penthouse suites we will have indoor and outdoor space to network and enjoy the views. Food and refreshments will be provided including drinks, canapés and bowl food.

Time: 6pm onwards
Date: Thursday 13th August 2009
Location: Wyndham Grand, Albert and Battersea Penthouse Suites, London Chelsea Harbour, London, SW10 0XG (Map)

Website: http://www.wyndhamgrandlondon.co.uk/

Tube: Fulham Broadway – District line – 15 minute walk to venue

Transport: Tube, Taxi, Car – Map can be found on link below.

Car Parking: Up to 3hrs at £10.00, 10hrs at £20.00, 24hrs at £35.00

Map: http://www.wyndhamgrandlondon.co.uk/cgi-bin/files/WGCH_Brochure.pdf

Whilst it is free of charge to attend, we are liable to cover costs in the event of cancellation. The last date for cancellation is Friday 7th August. If you need to speak to anyone about the event, please call Ali Houghton from HelmsBriscoe on 01625 267880 (Press 1 for HelmsBriscoe).

This will be a fun and exciting social and a great opportunity for you to catch up with and meet new acquaintances.

We only have space for 40 people to attend, so don’t miss out.

Please be aware that your contact details will be collected on the door and may be used for marketing purposes.

If you want to come, drop me a line via the contact form. You can also join London Communicators and Engagement Group on via both the LinkedIn and Facebook groups.

Just adding this so I can access it via my phone on Monday at Reboot Britain.

A few recipients of the weekly ModComms mailers have asked if the content could be made available on the web for them to link to. In answer to this, i’ve decided to incorporate each one into this blog.

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Spotlight on: Effective video communication

If you’re interested in the theory of media and communications, you’ll almost certainly have come across the work of Canadian academic, Marshall McLuhan. Whilst at university, I remember him writing that all media is an extension of a person’s senses. Every piece of media we consume or use amplifies or intensifies our senses. So, newspaper is an extension of the eye. Radio is an extension of the ear, and so on.

This helps us understand why video is such a powerful way to get your message across. Even in its most basic forms, it stimulates both eyes and ears simultaneously. We know that video has plenty to offer, so this email is all about maximising the effectiveness of your video communications.

Why use video in communication?

Whilst open to debate, research by theorist Edgar Dale suggests that people retain twice as much information via audio-visual means than by reading alone.

Video solves many line-of-business communications challenges:

• Bring your distant leaders out of abstraction and let their personality come through.
  Make geography less of a barrier for dispersed teams.
  Convey complex initiatives in a simple yet engaging way.
  Bring the outside world into the company - improve morale and build a consistent ethos.
  Video is now as easy to distribute as text. The same piece of content can be seen across multiple media, including broadcast, DVD, internet, podcast, mobile phone etc.

Here’s our quick guide to video production - follow these steps and you’ll be well on your way to producing engaging videos which carefully meet your corporate objectives:

MESSAGE
1. Pre-production: Get the message right. It’s the foundation on which everything else depends.
2. Format: How your video is viewed affects how it’s produced. (Cinema screen vs web video etc)
3. Creative approach: What sort of look and feel do you want? What emotions do you want to evoke in the viewer?

SHOOT
1. Technicalities: Composition, lighting, sound!
2. Interruptions: Plan for them. For busy executives, it’s a fact of life!
3. Logistics: Make sure everyone knows where they need to be, and when.

POST PRODUCTION
1. Shot list: Compile list of material captured
2. First cut: Your editor should produce a draft version for your approval. Nowadays this is usually mounted on a password-protected internet site for download or streaming.
3. Final edit: This includes completion on the basis of feedback, sound adjustment, picture grading, formatting and archival.

PUBLISHING
1. Finished piece is distributed via appropriate mix of channels.

Need help producing video content?

Very recently, a major pharmaceutical company requested assistance in producing a short series of videos to communicate strategic change within the business.

The modcomms team worked quickly to establish a treatment in close collaboration with the client, and then shoot and edit the pieces in order they were live on the corporate intranet to coincide with the release of their in-house magazine.

Maybe you’re in a similar position? Just get in touch for more information.

Signing off

If you’d like to see examples of previous video work, feel free to get in touch. Alternatively, just visit the ’services’ section of the website and click on ‘video and dvd production’ for more information.

The second summer social will be nibbles and drinks in St James Park. We’ve got some dedicated terrace space at a unique venue for about 25 people. It’ll be on a Friday night again, so no worries about hangovering at work the next day.

This is a brilliant venue! Set right inside St James Park. I didn’t even know it existed until last week.

Take a look for yourself: http://www.innthepark.com/index.asp

Time: 6pm onwards
Date: Friday 17th July
Location: Inn the Park, St James’s Park, London SW1A 2BJ
Tube: Charing Cross or St James’ Park
Map: http://www.innthepark.com/contact.asp (Check the map carefully)
Cost: £15.00 (includes nibbles plus some wine and beer).

Just bring the cash on the night.

I can’t emphasise enough the importance of checking the map. It’s also worth printing a copy as well.

The latest cancellation date is Wednesday 15th July. As with the BBQ, I’m personally liable to cover the costs for no-shows, so do cancel by 15th latest if you confirm but change your mind.

If coming, get in contact with me.

As usual, if you wish to become a member of the group, there are two online presences you can join. Come in via the LinkedIn or Facebook group.