How to Generate Business Insights from Online Reviews

Knowing your customers is the single most important business superpower.

And still, many brands are satisfied doing a bit of market research and running a few focus groups — essentially, collecting a bunch of opinions.

But to really get under the skin of your customers, you need to be able to read the values that are expressed in those opinions.

That’s what this article is all about.

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These 10 game-changing tips will help you make the most of customer reviews

I’ve assembled a list of 10 helpful facts for you based on academic research, as well as advice from other customer care experts such as Help Scout, Moz, Groove and CustomerSure.

The 10 tips that made my list include what to do when you get a bad review, how to get more customer reviews, and how to use other companies’ reviews to build your own.

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Is sustainable fashion the future? — Perhaps!

I’m a fan of sustainable fashion, and so I dream of a future where all fashion is transparently made, socially responsible and eco-friendly. My visit to Neonyt #Fashionsustain 2019 showed me encouraging signs of sustainable fashion finally going mainstream — but also 2 major challenges that sustainable fashion must overcome if it wants to change the world.

Read on to find out how to market sustainable fashion for maximum impact.

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Making an Action Plan for Better Customer Care Responses: A Case Study

The customer care leadership team of this multinational company was concerned about the quality of written responses going out to customers. They had seen samples with poor spelling and grammar and worried those samples might be representative.

Find out how I approached the project, and how we worked together to improve customer care replies.

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How to Optimise a Brand to Reach New Audiences — A Case Study

After a year of building insurance startup With Jack, it was time to optimise the brand message. Ashley, With Jack's founder and director, came to me because the existing website did a good job of conveying the brand ethos — but it didn't tell creatives why they should sign up.

Read this case study to learn more about this in-depth conversion copy project to find the messaging that would help grow the brand.

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Case Study: How to Write a High-Converting Newsletter Signup Page

This newsletter signup page I wrote and designed for multi award-winning social entrepreneur and mentor Nyasha Gwatidzo achieved a whopping 60% conversion rate.

While a conversion rate of 60% is certainly not a typical result, the steps I took to create this high-converting landing page are still a great guide to writing websites that convert well.

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How to make a difference: English Academy for Newcomers

Ever since I started From Scratch, I’ve been looking for a charity or NGO to support on an ongoing basis.

Lo and behold, one fine morning I found the perfect match: English Academy for Newcomers is aligned with the From Scratch ethos of #noborders; intercultural & multilingual communication; and using linguistics in a practical way.

I met founder Phil Wozny for an interview about what it means to make a difference — and how we can help them succeed.

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3 Ways You Risk Companies Disregarding Your #PlasticFree Messages... And How to Get Them to Use Less Packaging Instead

2018 saw 3.4 million people from 177 countries sign up for Plastic Free July.

Lots of conscious consumers reached out to brands about reducing their plastic packaging. However, if done wrong, those messages may never make it to the right people, or they may be ignored altogether.

Here are three common mistakes I've seen, and what to do instead.

After all, Plastic Free July is just the beginning!

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6 Ways You Can Make Sure Your Lead Magnet Deserves the Name (and Attracts Leads)

As anyone who's ever tried to write an effective lead magnet can tell you, it isn't as easy as just writing a longish blog post.

So here are 6 ideas that can smooth your path to hitting 'publish' with confidence — knowing that your lead magnet will resonate with the right people, in the right way.

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5 Myth-Busting Facts about the GDPR

It's now less than a week until the GDPR goes live, and our inboxes are overflowing with emails asking us to confirm we still want to get that newsletter we can't even remember. A smell of panic is in the air as businesses battle the deadline and unscrupulous consultancy firms use threatening language to get one-person businesses to pay money they've yet to earn.

We've used some of the questions we've had from clients to do some digging into the most pervasive myths surrounding the GDPR, and we'd like to present our findings.

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Helping Teams Communicate Better, Together: Marketing, Legal and the GDPR

Many businesses we've talked to are worried about the GDPR — especially the marketing teams. This legal change is quite a change programme in itself. Indeed, any change to the way a company communicates can surface the need for proper change management.

So our Sabine interviewed Dorit Noble, change expert extraordinare, about turning the GDPR into an opportunity.

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How to reply to a customer asking #whomademyclothes — clearly & convincingly

During #FashionRevolutionWeek, social media is full of important questions which are tricky to answer. Especially in 220 characters. Even if you work for a responsible brand and you already know how to reply to a customer query, these kinds of questions can seem really daunting.

So here's a step-by-step guide for handling #whomademyclothes well. 

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3 GDPR mistakes that can damage your customer relationships... and how to fix them

“This will kill our company.”

“I might as well fold my business.”

“Lead magnets are dead.”

Those are just some of the reactions to the GDPR that we’ve heard. And they can seriously hurt customer relationships.

So, we've teamed up with Dwight Leatham from Word Space to shed some light on how words can help your business thrive despite — or even because of — the GDPR.

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Hiring a trainer? 13 things to look out for before you sign on the dotted line

Corporate training is a huge industry. In the UK alone, there are thousands of training providers helping businesses improve the skills of their staff. Add overseas providers into the mix, and finding an external trainer worth their salt becomes a massive task.

This 13-point checklist is designed to help you quickly assess trainers — and find someone who's able to make a real difference in the training room

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7 common misunderstandings in multicultural customer care (and how to fix them)

Brexit, "Make America Great Again", Narendra Modi's Davos speech about globalisation losing its lustre: those things can't fool us into thinking that globalisation is over. Every business now sells to a multicultural, multilingual audience. In this article, we'll look at 7 common conundrums that can get in the way of building rapport with customers who speak a different language, or who live in a different culture — and how to solve them.

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Do the words you use "have your BACK"?

From not-quite-convincing declarations of love to "inadver-turtle-dly" cringeworthy product packaging: Valentine's Day has reminded us that it's worth spending some thought on how you want to come across.

So here's a practical, 4-step plan for choosing the right words for your business, all wrapped up in a memorable acronym: BACK.

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How can customer care survive the plastic storm in our teacups?

This month started off with a shock to the British public: our beloved teabags contain plastic. Tea lovers all over the country started asking their favourite brands some difficult questions on Twitter. And it didn't take long till we saw service teams getting some stick for how they responded.

In this article, we'll analyse what went wrong in those tweets, and how to do it better — both now and in the long run.

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4 reasons why your website may not get you the sales you want

When you’re able to establish trust with a web visitor quickly, they're more likely to stay on the page, take in your entire message, and click through to buy from you.

We've identified 4 common mistakes that can put people off when they first come to your website.  Read on and fix those customer frustrations — for a website that's "on fire" with hot leads.

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