Copywriting
Corporate literature is a vital communication tool. Delivering the appropriate information in an interesting and understandable way can be the difference between generating an enquiry and losing a potential customer.
The team at Sponge has a history of writing corporate literature as well as magazine publishing and journalism which enables them to tailor words to grab and hold their readers' attention.
Need an example? Take a look at this...
The brief - Write an opening paragraph for a generic brochure selling a four star, luxury hotel. Target audience is potential new customers who have never visited and old customers who don't know the hotel has changed ownership.
1) Factual overload
Welcome to Sponge Hall, a four star luxury hotel situated close to junction 10 of the M1. This 16th century former coaching inn has 57 bedrooms with en-suite facilities and complimentary toiletries. The restaurant serves the finest local cuisine between 12noon and 2pm and dinner is served between 7pm and 10pm.2) Blank canvas
As you drive along the private tree-lined avenue that leads to Sponge Hall, a sense of exclusivity surrounds you. Three acres of landscaped gardens precede this impressive 16th century coaching inn that still boasts many of its original features. The new owners have skilfully combined 16th century style with the luxury and comfort you would expect of a 21st century four star hotel.Example 1 is indicative of the type of communication some people use within their company literature and website. Example 2 is Sponge-speak and, more importantly, it works! Sometimes less is definitely more.