Pan Macmillan

In such a crowded and competitive market, publishers need every advantage they can get. And persuasive copywriting is one of the most valuable tools in their kit. We helped Pan Macmillan turn page turners into best sellers.

The challenge

Publishing houses may have big budgets, but each individual book only gets a limited slice. So publishing marketers have to work extra hard to get their product noticed in a highly crowded market.

What we did

Training

We ran six Sharper Copywriting workshops for Pan Macmillan, training over 60 people from a range of roles, from publishing to editorial, marketing and digital content.

Researched

We prepped the course with examples from their writers to help us show where they could strengthen their writing. Then ran a pilot session to establish the format and, off the back of very positive feedback, ran the other five sessions.

A fresh approach

We shared techniques that helped the team break out of stereotypical habits and avoid ‘we’ve always done it like that’ syndrome. And helped the teams create copy that improved impact on Amazon, connected with trade sellers, and made memorable shoutlines.

Guidelines

We illustrated examples of best practice guidelines for publishers.

“It was a brilliant creative brainstorming session and I have a toolkit of techniques to take forward with copywriting.”

Martha Burley

Senior Editor

Pan Macmillan

The results

We'd like to think our training had an impact on sales. But even if it didn't, the feedback from the team shows we definitely succeeded in helping them beat writers block and discover new ways to inspire creativity.

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