How can you sound less academic about learning?

As part of a big rebrand, Pearson knew they wanted to sound motivating, empathetic, and enlightening. Our job was to figure out:

• what that would mean for how Pearson people write
• what would need to change about how they sounded
• what sort of help people would need to pull it off.

We expanded Pearson’s keywords into a practical guide full of examples and clear instructions. Less of the typical “be warm” (vague, open to interpretation) and more “write like you speak” (easy to tell if you’re doing it or not).

And we ran training for everyone – not just the writers – so the new tone of voice could show up everywhere.

Pearson’s brand is all about a simple belief: humans are born to learn. Learning isn’t just about getting the certificate or the pay grade. It’s an instinct that makes life worth living.

The guidelines we created are all about communicating like people who really believe that – and want to share that belief with everyone. Which means swapping the language of textbooks and academia for writing with more pace, warmth, and bite.

Think:

• stronger opening lines
• less hedging and rationalising, more confident statements

fewer education clichés (like unlocking potential and going on journeys), more speaking the audience’s language

The training showed people from all of Pearson’s teams how simple the guidelines were to follow. Soon after, the work picked up Gold at the Corporate Content Awards for Best copy style or tone of voice. Because when you don’t sound like everyone else, it’s easier to reach the top of the class.