europeana tov workshop - screen pres - compressed - 2014

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Tone of voice!

Europeana & Undivided October 2014

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- Warm up - Our tone of voice - Writing tips - Practical exercises

Today

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- Good example of writing - A piece of Europeana writing

Homework

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Evil clichés

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Belief & values

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We believe culture transforms lives.

Our belief

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We believe culture transforms lives

-  It builds communities and civilisations -  It drives commercial and social advancement -  It unites people through a common heritage -  It promotes understanding and enlightenment -  It enables personal growth and development -  It is a powerful tool / catalyst for change

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We believe culture transforms lives

We’re here to move things forward. We are a one of kind organisation. A network of like-minded people and organisations sitting at the intersection of culture and technology, working together for mutual benefit and with a shared purpose. We’re passionate about bringing Europe’s vast wealth of cultural heritage to the world. To unlock it, to make it accessible and usable – to build with, to build on and share. For change. For ideas. For progress. We’re dedicated to making it reliable. "Easy to use and always 100% trustworthy. We call it Cultural Innovation. We’re restless for it. Determined to drive it. Proud to use European culture to improve the status quo of society. And to transform lives across the planet with this extraordinary gift.

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We are on a mission to open up Europe’s cultural heritage, harnessing technology to help people make new things and pass them on.

We are experimental, visionary and fresh. !We are here to stimulate, inspire and challenge the status quo.

We are a network and a partnership of cultural innovators "working together for mutual benefit and for a shared goal.!

We are friendly, human and inclusive. We use clear, straightforward language and avoid jargon to help us connect across boundaries. We work with our partners behind the scenes to make sure our resources are robust, accurate and easy to use. We are trusted experts in our fields.!

We are experienced, passionate and forward thinking. We speak with authority and use our expertise to unlock opportunities.

PRODUCT & Personality

RELIABLE Intelligent

USABLE Inspiring

MUTUAL Welcoming

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We believe culture transforms lives

BELIEF

VALUES

The Cultural Innovators DESCRIPTOR

To transform the world with culture PURPOSE

PERSONALITY

Our framework

Harnessing technology Open, creative & shareable

Cultural authority Robust & future-proof

RELIABLE USABLE

Intelligent Inspiring

Working collaboratively For mutual benefit

MUTUAL

Welcoming

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Your tone of voice

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WELCOMING!INSPIRING!

INTELLIGENT!

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We are a brand of big ambition. Experimental in our traditions and visionary in our nature. We are here to inspire, provoke, excite and challenge.

We want to connect people to new ideas and experiences, unlock their potential for cultural innovation and light a few fires along the way.

Inspiring

Inspiring feels!!

Exciting & Enthralling Enlightening & Uplifting Motivating & Energising Surprising & New !

!

!!

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1.  Use short, punchy and challenging statements 2.  Ask questions that will provoke more questions 3.  Play with language and create new idioms - avoid familiar and tired phrases 4.  Go lateral and unusual – be unconventional in how you frame your subject 5.  Offer the audience a call to action – find out more, do this, join in, get going

Five Inspiring Rules

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We are a brand of for everyone. A network and a partnership of people working together for the common good.

We are big tent by nature. We are here to offer a democracy of ideas. A place for everyone to come and connect with European culture. On every level, for every age. An invitation to get involved.

Welcoming

Welcoming feels!!

Friendly & Informal Encouraging & Supportive Attentive & Responsive Down to earth & Straight forward!

!

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1.  Make it personal - as if you’re talking to friend, not writing a legal letter 2.  Keep it simple - avoid unnecessary jargon/ corporate speak 3.  Less is more – swathes of copy are a turn off, get to the point, keep it short 4.  Bring people together – offer an opportunity to connect with like minded people 5.  Be positive – optimism and a can do attitude is attractive – tell positive stories

Five Welcoming Rules

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We are one of the cultural brains of Europe. A group of passionate, experienced and forward thinking people. We use our expertise to unlock opportunities for people.

We speak with a sense of authority and expertise. Offering insight and a deeper understanding into the world of culture.

Intelligent

Intelligent feels!!

Knowledgeable & Up to date Insightful & Perceptive Wise & Witty Inventive & Original

!!

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1.  Take the reader deeper – into new and related worlds of understanding 2.  Share knowledge – don’t be afraid to educate with detailed data or information 3.  Help people connect – using our expertise to help people navigate our world 4.  Suggest ideas – if you like this type of content, why not try this? 5.  Walk the line – not elitist and patronising, nor dumbed down and over simplified

Five Intelligent Rules

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INSPIRING!

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WELCOMING!

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INTELLIGENT!

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Writing tips

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There is no such thing as ‘long copy’. There is, however, ‘too long copy’. --- The best copy is the ‘least copy’, not necessarily ‘the shortest’. --- Never write something another institution could put their name to. --- Take the embarrassment test.

A few more

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1.  Always edit!Don’t be afraid to edit your work. Serve the reader by making it shorter. Aim to reduce your first draft by at least a third.

2.  Make it personal!Even if you’re writing for millions of people, imagine you are talking to just one person. Put yourself in their shoes. Will they enjoy what you’ve written.

3.  Bite-size is best!Keep it short and deliver one message at a time. Remember people don’t like reading huge chunks of text. The smaller and more concise the better.

Rules for writing

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-  Avoid local idioms where possible -  Replace overly complex words with simpler ones -  Try and make your ideas as relevant as possible for a wider European

audience (not just your own local audience)

Translation

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- Attract attention - Encapsulate the main point - Turn browsers into readers

MAKING HEADLINES

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20% + 80% = 50% + 50%

WHICH IS WHY

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MAKE A PROMISE

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LEAD WITH A BENEFIT

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OFFER USEFUL INFORMATION

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DISRUPT

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LEAD WITH A COMPELLING FACT

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SAY IT WITH A SMILE

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INVENT YOUR OWN FIGURE OF SPEECH

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ASK A QUESTION

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Avoid puns. On ad posters the visual and the headline should complement each other, not repeat. A headline that needs a sub-headline usually needs more work. Always put the heart of the story, at the heart of the headline.

WORDS OF WARNING

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Before & After

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Over to you

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Make an advert

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We work with Describe the audience

Who have a problem with What hurts?

What we do is How you resolve the problem

Which How the product works

So that The end consumer benefit

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We work with Teenagers

Who have a problem with Spots

What we do is Make a spot cream

Which Works in 24 hours

So that So boy/ girl finds love

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We work with ………………………………………

Who have a problem with ………………………………………

What we do is ………………………………………

Which ………………………………………

So that ………………………………………

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Attention Interest Desire Action