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Expert Speaker Series: The importance of client-centric language
20 March @ 4:00 pm - 5:00 pmFree – £75
Client research and web user testing in the industry has revealed again and again that investment marketing copy continues to be blighted by language that clients don’t like. In focus groups, trustees, advisers, retail investors and even consultants are often riled by apparent ‘peer-to-peer’, arrogant and self-congratulatory use of language. What should we do about it?
Over breakfast, lunch or afternoon tea, these short interactive sessions allow you the time out without losing the entire day. Sessions will be intimate, starting with some key insights into the area of marketing practice, opening up to debate and discussion sharing best practice and learning.
Andy Skeen, Investment Communication Consultant
It would be fair to say that Andrew’s career path defines the phrase ‘portfolio career’. In addition to working as a copywriter and corporate trainer, Andrew writes both fiction and non-fiction on a variety of subjects, usually as a ghost writer.
His career as a writer and educator began lecturing in History and Asian Studies, while acting as a staff writer for a number of political candidates for the major parties.
Since leaving academia in 1997, Andrew has worked in Italy, London and Edinburgh with several large corporates mainly in the financial services sector, in roles related to training, writing, marketing and sales. Along the way he has developed a reputation for passion and delivering against challenging objectives. His writing and training experience covers creative advertising, marketing copy, proposals and tenders, instructional text, policies & procedures and technical authoring.
By taking a focused, research-based approach, Andrew concentrates on helping organisations to use language effectively and win more business.