We believe in using copy as an effective tool to influence, persuade and have an effect on behavioural change. However to write for this purpose requires planning and preparation. At Changeworks we write for impact. This involves a creative briefing and planning process that is designed for maximum impact and highest value.
A key part of this process is a unique creative brief. Not only do we consider the usual objectives, target audience, core proposition etc etc. But we make sure that we build in the 4-Mat system, the 6-step motivator and other techniques drawn from NLP and other behavioural change programmes. This ensures that our copy is not just plain speaking and impactful but that it has influence too.
We also believe in storyboarding and mindmapping our creative process. Say, for example, I am writing copy for a brochure, I will always storyboard this first. This helps to ensure that I cover the representational systems and have a finished piece that catches the eye as well as the imagination.
My employees use the same process and my suppliers and associates follow this too, which ensures consistency in our delivery.
Changeworks combines an understanding of the cognitive-behavioural aspects of communication in its copywriting and media work, which helps make our work more impactful.