Recently, we were very pleased to be asked to work on the branding, web site and brochure of a new coach operator, Two Rivers Travel of Reading, Berkshire. Readers may spot the similarity of surname of one of the directors, Richard Zarywacz, and indeed there is a family connection. But business objectives remain paramount whatever our link to clients.

Two Rivers Travel launched in February 2008 with a 34-date programme of coach Days Out from Reading to destinations throughout the UK including:

• Days Out coach trips to a variety of tourist attractions

• Events and Shows coach trips

• Markets and Shoppers coach trips

• By the Sea coach trips

Two Rivers Travel will also be operating an 18-date programme of guided day trips and short breaks and holidays organised by group travel specialist, Good Connections of Worcester.

If you’re looking for private coach hire in Berkshire, Two Rivers Travel caters for groups of up to 49 people in its air-conditioned coaches complete with washroom and hot drinks facilities, and with excellent visibility for touring.

For more details, to download a brochure or book a Day Out, please visit www.tworiverstravel.co.uk.

One of the first questions we ask when working with a new client is: what tone of voice do you require when we write for you?

Some clients have never thought about this, but it makes a lot of difference. The tone can be selected to make text appear friendly, distant, formal, informal, calm or exciting. Obviously, this has a great effect on the reader.

Now, some some people think that an informal style of writing will always be more more exciting and friendly than a more formal style, but that is not always the case. Just like a hyperactive child who never stops fidgeting, an exciting, informal style can sometimes tire and exasperate the reader when over-used. On the other hand, more formal writing can appear more friendly than some people think. What is crucial is to select the style that suits your target readers. If they feel happy with it, then your writing is more likely to achieve your objective, but if they don’t feel happy with it, they probably won’t even continue reading to the end.

So formal can be fun and informal can be boring. Don’t assume that everyone finds a fast and furious tone exciting; they could actually find it boring. Choose what will work best for them.

Robert Zarywacz