Testimonial
Providing marketing writing training to Wesleyan that looked at their own examples and tone of voice
Quick facts
Wesleyan Assurance Society has had the interests of its members at its core since it was founded in Birmingham in 1841. In recent years, Wesleyan has developed a highly successful business model providing tailored financial advice and products to select professional groups, notably GPs, hospital doctors, dentists, teachers and lawyers.
Courses
Wesleyan’s marketing team has to write bespoke communications to a range of different recipients including doctors, dentists, GPs, lawyers and high net worth individuals.
Wesleyan’s head of marketing communications realised that the team needed to up-skill how they used the company’s tone of voice. He wanted them to be able to ‘talk the prospect’s language’ in everything they wrote.
The training solution: Marketing writing training that looked at Wesleyan’s examples and tone of voice
Writing Machine Academy delivered two days of Structured Marketing Writing training, giving the delegates enough time to look at Wesleyan’s tone of voice and apply it to everything they wrote. On the first day they considered audience, structure and message, whilst on the second day they learned persuasive PowerPoint, writing for the web and tone of voice modules to see how to put the theory into practice. Writing Machine Academy used many real-life Wesleyan examples throughout the two days so that delegates could directly relate their learning to their work when they were back at their desks.
Client feedback
Delegates were asked to give a score out of five on a list of feedback questions such as ‘Quality of the training content’, ‘Quality of the trainer’ and ‘I have learnt new techniques that will enhance my writing’. The average score was 4.5 out of 5.
“It seems so obvious now, but everything I learned definitely got me thinking.”
Wesleyan delegate
“I hope to plan more before I start writing and brainstorm more with colleagues to agree key messages and a co-ordinated approach.”
“I really liked the section on being engaging – changing facts and features into benefits and using active verbs instead of passive.”
“The content was pitched at exactly the right level.”
“It seems so obvious now, but everything I learned definitely got me thinking.”
