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Innovation and Best Practice
for Business Success

Established 1967

On Message

On Message

Precision Communication for the Digital Age

Theo Theobald


Combining the classic commandments of persuasive writing and the increasing demands of the newest of new media, On Message shows how it's not what we write that makes messages stick but who will bother to listen.

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About the book

Gone are the days of the traditional sales letter. Engaging with global audiences in an increasingly competitive world means that what you say has to be incisive, relevant and delivered in a way that can't be ignored. On Message provides expert guidance to help you keep up with the demands of the newest of new media, build a community and compete with big players. Packed with examples and practical help, it includes: templates; simple formulae for better messaging; practise exercises; review techniques; tips on flexing your writing muscles, and strategies to develop hard-hitting communication.

Examining how to capture more followers who listen for longer and more intently, On Message will teach you how to develop your voice, segment your audience for more effective messaging, edit existing copy and engage with new and emerging markets.

Table Of Contents

    • Chapter - 00: Introduction;
  • Section - ONE: The digital landscape: context, competition and technology change;
    • Chapter - 01: How did we get here?;
    • Chapter - 02: This is new media;
    • Chapter - 03: Lessons from the past;
    • Chapter - 04: What are we up against?;
  • Section - TWO: Guiding principles: stickiness and blogging;
    • Chapter - 05: All about stickiness;
    • Chapter - 06: How to get stickier;
    • Chapter - 07: Thoughts about blogging;
  • Section - THREE: Understanding customers: personal branding, segmentation and sales principles;
    • Chapter - 08: Building a brand to deliver better messaging;
    • Chapter - 09: Segmenting an audience;
    • Chapter - 10: Developing relevance via marketing and sales;
  • Section - FOUR: The nuts and bolts of better writing: ‘how to’ guides on writing and editing;
    • Chapter - 11: Gathering content;
    • Chapter - 12: Developing the message;
    • Chapter - 13: How to write better copy;
    • Chapter - 14: How to edit existing copy;
  • Section - FIVE: Advanced technique: going global, expanding creativity, storytelling and more;
    • Chapter - 15: Crossing boundaries and going global;
    • Chapter - 16: Expanding creative horizons;
    • Chapter - 17: Storytelling;
    • Chapter - 18: Revision, consolidation and the way forward


On Message is very much a worthwhile read.
B2B Marketing

Book Details

  • EAN: 9780749464875
  • Edition: 1
  • Published: 3rd January 2013
  • Paperback
  • Dimensions: 216x138
  • 200 pages

About the Author

Theo Theobald is a freelance writer and business consultant with a track record that includes six years in senior sales and marketing management positions with the BBC and a creative writing career embracing major internet and audio production, including writing for BBC websites and radio. He runs his own company, Shocktactic Ltd which has undertaken major writing and production projects for a host of organizations including the BBC and CIPD. You can visit his website at www.shocktactic.co.uk

Theo Theobald

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