Each week we speak with one of our members to find out a little bit more about the work they're doing within Manchester's digital sphere. This week it's the turn of copywriting aficionados, HNW
What does your organisation do?
Words that win business for tech and digital companies.
First, we help organisations to define their tone of voice and the positioning of their brand. And most importantly, their value proposition.
We then use this positioning to create smart straplines, focused messaging and highly effective sales & marketing content across a range of mediums. Content that’s continually checked, tested and improved through data and insight.
The overall result? Words that win business.
Oh, and we also happen to be putting on a conference in Manchester - Creative North - where we’re be talking about the future of content.
What do you think is currently the biggest issue facing the digital and tech industry?
A lack of vision for the future of a fast-moving, often uncoordinated sector. This translates into often confused and unfocused attempts to actually communicate the value of new technologies to customers as a whole. It’s an issue we’ve tried to solve at the company level by helping digital and tech businesses to focus on their value proposition by making use of message-led marketing.
We’re also trying to provide a roadmap for the industry as a whole - especially in terms of marketing and messaging - with the first Creative North conference. Focusing on “The Future of Content,” Creative North 2019 will provide those helping to guide the tech and digital industries with a clear path towards more efficient communication with their customer bases.
What is your organisation’s biggest achievement?
Coming into existence. Three well-established, highly successful, previously competing businesses deciding to collaborate. Three powerful personalities uniting behind a single purpose. Hampson Nattan Williams - Message First. Always.
What would you consider to be your organisations biggest challenge?
Our mission is simple: To change the conversation from being primarily design driven to being message led. Message first. Always.
As simple and sensible as that message is, it’s often a challenge for organisations to look beyond design and to properly appreciate the essential role that messaging plays in their growth and success.
We work with businesses who experience the same challenges time and time again. They invest in branding, marketing and advertising before they’ve established the fundamentals; their offer, their message.
We’re brought in to shoehorn effective, targeted messaging into templates that have already been built and web pages that have already been developed, without a thought for their purpose. To engage potential customers.
We’re fighting to change this approach to marketing, to strategy and to sales.
What do you think the future looks like for Manchester’s digital and tech sector?
Well, you can come to Creative North and see what the future looks like for content in the tech sector!
For the industry as a whole, the future will be defined by collaboration. One of the surest paths to success is nicheing - a narrow focus on something extremely targeted instead of a more holistic “Jack of all trades” approach.
By bringing these niche specialities together collaboratively, businesses throughout the sector will be able to offer more to clients who would previously baulk at managing multiple service providers all competing to put more focus on a specific portion of a project.
Tell us something we might not know about your company?
We wanted to be Hampson Williams Nattan, but that would’ve made the acronym HWN which is apparently dating app slang for Hot, Wet and Naked.
One of us used to sell sunglasses for a living, one of us is an amateur firestarter, one of us has acted alongside British royalty.
Want to raise the profile of your business?
If you'd like to feature in 'In The Spotlight with', email thom@manchesterdigital.com to find out how you can get involved.
