We've been helping a bank rewrite their debt collection letters. Like many modern brands, this bank has a tone of voice that's conversational and everyday. Much more so, actually, than most brands - in fact if we were to sincerely apply their brand tone of voice to the debt collection letters, we'd say 'cough up or we'll send the boys round'.
This project had a different approach from previous projects of this kind. Often, marketing departments like to keep the letters friendly at first and turn up the volume later, if the debt is still unpaid. But this can put people in danger of drifting into worse difficulties. Instead, if they are jolted into taking early action, they won't leave it until the debt is out of hand. That's the idea, anyway...
