Teaching employees new tricks
A major global manufacturer was looking to develop an internal site for its marketing departments. In earlier stages, the client had commissioned a book on the topic of 'buzz marketing' and then it hired a writer to condense it into a web site. The first writer abandoned the project, and the content needed to be condensed by 75%. Not only that, they wanted as much of the complexity and depth of information from the book as possible in an interactive format.
Result: They wanted employees thinking differently about marketing and the tone helped make the case: the informal voice I created to reflect the subject matter was immediately approved.
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