How to Be ‘Googley’ for Every Audience

“The Google Shopping team offers a constant stream of engaging case studies from different types of retailers all around the world. Wordsmithie helped Google craft the interview questions to capture retail stories, and then wrote and designed the case studies for brands such as Nine West, which uses Google Shopping and digital product ads to increase their brand engagement with fashion-conscious online shoppers.”

– Elizabeth Wang, Google Shopping

“The YouTube Agency team in Australia wanted a case study researched, written and designed about Holden New Zealand’s first-of-its-kind YouTube takeover campaign. Wordsmithie interviewed the car company’s general marketing manager to learn how Holden flipped the image of its Barina model from a “nana’s car” into a hot sports car for younger drivers, thanks to an innovative digital campaign that literally set drivers’ hearts racing.”

– Adrsh Pagolu, Think with Google

An international technology company like Google needs sales and marketing copy that accurately reflects its long-established voice and tone while communicating with partners, customers and consumers. Since our founding, Wordsmithie has written hundreds of customer case studies for a range of Google teams all around the world.

Our copywriters all know how to be “Googley.” We use a friendly, knowledgeable style for every piece we write. Yet there are still subtle differences even within the familiar Google style. We don’t write exactly the same way for first-time AdWords users, for instance, as we do for digital developers and online marketers. Yet everyone knows they’re hearing from a brand they know and trust.

From concept to delivery
Writing about AdWords, Google’s advertising program, is a prime example. We’ve crafted AdWords case studies for teams all around the globe and for the annual Google Economic Impact Report as well. The tone and depth of information is different for each audience—but they’re always distinctly Googley and familiar.

Depending on the Google client, we can handle the entire case-study process. We’ll develop a strong question list, interview all of the stakeholders, and write the copy. Then we’ll work with Google and the subject of the case study to perfect the message. We can handle layout and design, too, whether the case study is meant for print, digital, interactive, or the web—or for all these formats.

Writing for Google isn’t easy. We just make it look that way.

Google and Wordsmithie
Here are some of the global Google teams and products that Wordsmithie has written about since 2010:
– AdWords
– Chromecast
– Google+
– Google Apps for Work (now G Suite)
– Google Analytics
– Google Cloud Platform
– Google for Developers
– Google for Education
– Google for Nonprofits
– Google Partners
– Google Shopping Campaigns
– Hangouts / Hangouts on Air
– Think with Google
– YouTube


ABOUT Jim Leeke

Widely experienced in journalism, marketing communications and advertising, Jim has worked with top creative agencies to deliver print, Internet and interactive projects to Fortune 500 companies. His expertise ranges from technology and healthcare/pharmaceuticals to defense and veterans issues. Jim is also the author/editor of six books, writing extensively on the Civil War and baseball. In addition to his Wordsmithie role, Jim is Co-founder and Creative Director of Taillight Communications.