What we’ve been up to: travelling around to talk about strategy
It’s been a busy start to the autumn for Broom & Moon!
In September, we flew to Hong Kong to spend time with the leadership team at Prudential Health. We’ve been helping them articulate their vision, customer promise and business strategy — and so we began by sharing our approach to the work.
Our main piece of advice? Always use the language of your customers, even in internal documents like your strategy deck. We showed how immersing ourselves in verbatim customer feedback allowed us to identify what customers truly wanted from Prudential. The phrase customers used over and over again to describe what a Prudential Health policy gave them? Peace of mind.
We also ran a practical session on storytelling to help the team spread the word about the strategy — or, as they’re now calling it, The Peace of Mind Plan. To wean the team off internal jargon and insurance-speak, we got them playing with the Up Goer Five text editor, a fun online tool that forces you to express a simple idea in simple language. Give it a go if you’re struggling to ditch biz speak and tech talk from your own writing.
Feedback on the sessions was extremely positive and we continue to work with the Prudential Health team to bring their vision and strategy to life.
Cambridge Tech Week: new friends and founders
From Hong Kong, we went straight into Cambridge Tech Week, where we spoke to a packed house for our fringe event on How to Write a Winning Strategy. We loved sharing our ideas and advice with such an engaged group of senior execs and start-up founders. The session prompted lots of lively conversation, which we all continued over drinks.
Here’s what a couple of the attendees said in their LinkedIn write-ups of the event:
“The power of a clearly formulated company's vision and value proposition with Broom & Moon lit a spark in me. Having a clear vision and value proposition is probably one of the most important topics for every company, but for most of them arguably never urgent enough to really work on it. If you want to unlock this value driver for your company, I can recommend talking to Teresa North and CLARE LYNCH from Broom & Moon. They know what they are doing and they are also great human beings, too. (We almost felt like friends after 2 days on the event😂)” — Robert Haase, AI lead at paretos
“incredibly insightful - I am not saying that because there was free wine, it was the free expertise, generously shared that won me over. Such a great marketing presentation that ended with an engaging Q&A and networking, at Emmanuel College, Cambridge.” — Simone Castello, Science/AI writer and marketer
CopyCon 2025: light on copy, but lots of chat about AI
Next, it was off to Manchester for ProCopywriters’ annual conference for copywriters, creators and leaders, where this time we were in the audience rather than in front of it. We were sad not to see any case studies showcasing examples of great copy. But we loved mingling with fellow copywriters — including readers of our monthly newsletter. Unsurprisingy, there were lots of conversations about AI and its impact on the industry. As one delegate put it: 'Clients aren't paying us to write, they're paying us to think'.
In the words of the final keynote speaker of the day, digital marketer Neil Simpson: “The thing AI will get rid of is shit customers and shit copywriters.” If you're good at what you do and you have clients who know what good looks like you'll be ok. Simpson's advice: Find your niche and become your clients' favourite.
We’ve been approached about speaking at next year’s CopyCon, which will continue to explore the theme of AI versus humanity (we know which side we’re on). Watch this space.
