Informal writing: a workshop for Mars Petcare

Writing consultancy

The Mars Petcare consumer care team chat informally to dog and cat lovers on the phone every day. And they wanted to know how to get the same relaxed tone into their emails and letters. 

When you’re caring for your customers’ best friends, you want a tone of voice to match

Working with digital agency Hypernaked, we helped them translate their friendly telephone manner into writing. We designed and ran two half-day workshop sessions that helped the team explore:

  • what makes a piece of writing formal or informal;
  • altering a formal style to make it more friendly and relaxed;
  • adapting your writing style to suit the situation;
  • personalising your writing, within the Mars Petcare tone of voice; and
  • giving and receiving feedback on your writing.

Drawing on our experience of writing for different brands, we explored how organisations use formal and informal language. The team then used the tips and tricks we'd shown them to write replies to real-life questions before heading back to the office to practise with the mini-guide we put together for them.

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