Great writing
starts with
great thinking.
Successful brands have three things in common. They know their ‘why’. They know their audience. And they know their brand values and personality. The problem is, after that, all too often things fall apart. The thread that ties everything together – aka their words – frays at the seams. Their message gets lost.
At Ink, we use all our expertise in writing, behavioural science and (where appropriate) AI to help brands speak as one and connect on a human level.
How we can help
AI
Behavioural science
ESG
Generative AI is a powerful tool for speed and efficiency – and even as an aid to creativity. But it has limitations. And, without careful thought, the output is often more so-so than just-so.
Building a brand voice – and really connecting with an audience – is all about nuance and subtlety, insight and intuition. And for all that AI has going for it, it often lacks the human touch.
So when the use of AI is right for a client or project (and always with our client’s agreement) we take a three-step approach, stacking artificial intelligence in between human intelligence:
1
Direct
You get out what you put in. So before we start prompting, we make sure your strategy is clear. Who are you talking to? What is the message? What is the voice? We’ll use human knowledge to train your AI platform, so the outputs are distinctive and on brand.
Generate
We use the most appropriate AI platform to generate results. This could be using AI to spark ideas, as a research engine, or to generate content at scale. With your permission, we’ll use ChatGPT, Claude, Jasper, Jacquard and other task-specific AI models.
2
Curate
Here, we turn a rough diamond into a polished gem. Using the output of AI, we’ll hone and refine the words into something that truly chimes with your audience. Free from AI hallucinations, clunky phrasing and cliched ideas.
3
AI tuning
We’ll work with your team – and genAI platform – to help improve and refine the outputs. This can involve uploading examples, style guides, and giving feedback. Just like training a member of your team, we’ll give your genAI the instruction it needs to provide on-brand, on-tone responses.
Complete clarity
We understand… AI is not right for every brand or every project. So we always ask our clients if they’re happy for us to use it. And if it’s not for you, that’s fine by us. Collectively, we have hundreds of years’ copywriting experience. It’s what we love doing. Using AI or not – our focus is always on producing pristine, compelling copy.
Behavioural Science
Words that nudge
What makes you tick? Or click to buy? Or request more info? We all think of ourselves as rational human beings, but the truth is we often react to messages in ways we wouldn’t expect. We can’t help it. We just do.
Behavioural Science is the skill of knowing what stimuli (words, in our case) get the best response.
In direct selling it can lead to exceptional results. But it’s just as powerful when used to build brands as a more subtle – but no less persuasive – force.
We integrate behavioural science into much of what we do at Ink. And are experienced in weaving its principles into narratives and storytelling.
So whether it’s developing creative concepts, writing a website or shaping a brand tone of voice we’ll make sure you have immediate – and lasting – impact.
Behavioural Science can transform every part of your comms.
ESG Copywriting
Good words for great deeds
Environmental, social and governance concerns are front of mind for most businesses these days. Consumers are increasingly looking for brands that do good – for people and planet. But communicating these messages is harder than ever. Legislation is getting tougher. There’s more scepticism out there than before. And customers are all too well aware of greenwashing.
The result is that some brands that have very positive stories to tell, often say nothing for fear of being called out. This is known as ‘green hushing’ and it holds us all back. No business is perfect, but by talking about achievements and sharing progress, we can help inspire wider change.
We have many years’ experience helping brands navigate ESG messaging and follow a three-point approach:
1
Keep it simple
The language around ESG can sometimes become as complicated as the challenges themselves. We advocate using simple language that is inclusive to all and helps get the discussion moving.
Stick to the facts
Never make claims you can’t substantiate. And avoid using ESG as marketing spin. Customers want to hear good news stories. But they need to be delivered in an honest, and sometimes even earnest, way. It’s not about selling more products or services. It’s about building trust through honest, measured reporting of your actions.
2
Admit your faults
Nobody’s perfect. And no brand has all the answers. The move towards being better is ongoing. It’s a journey. Customers value honesty. And research shows they feel warmer towards brands that admit mistakes (as long as they don’t repeat them, or make too many).