Peter Wagenaar

THIS TALK WILL BE IN DUTCH

It’s not what you say, but how you say it

A customer experience is a roller coaster of (micro) emotions. How can your copy influence these emotions? Easy, it’s all about your tone and voice.

How to create one voice for your brand and multiple tones for your customers. How can tone and voice help you find the sweet spot between what your company wants to say and what your customers want to hear. And how do you maintain that specific voice within large and complex organizations where everyone has their specific interests and goals. Online copywriter Peter Wagenaar of CZ shares his knowledge, tricks and war stories.

Peter Wagenaar is an online copywriter at health insurance company CZ. He is about as old as the Internet itself and has worked for companies like Microsoft, Vodafone and Ditzo.