Never underestimate the power of language, with Chris West, Amazon #1 Best-selling author, and CEO of Verbal Identity, S6 Ep22. On today’s episode of Word on the Street, Katie speaks to Chris West, Amazon #1 Best-selling author, and CEO of Verbal Identity - Super-specialists in creating tone of voice guidelines, copywriting and copywriting training. Chris is a unique combination of insightful strategic thinker and highly-awarded writer. He founded Verbal Identity in 2010 to help business and department leaders define the strategic vision and bring it to life with language. He still works closely with Verbal Identities clients and takes a limited number of Advisory positions on his clients’ Boards, including Votary and Pittsburgh Mercantile. In his career prior, Chris ran a project-based advertising agency for 10 years working with global clients. He was one of London’s most awarded copywriters his work across the Guardian, adidas, British Airways and the Conservative Party. In 2016, he was the convening President for the inaugural verbal branding jury at the LIA. His book, ‘How Words Work’, was recognised at the 2017 D&AD Awards. Outside of work, he contributes to The Sunday Times and is a Contributing Editor at a leading UK luxury magazine. He wrote “A Little Worm” which won Best Film at the Barcelona Film Festival. You can purchase the fantastic book ‘Strong Language: The Fastest, Smartest, Cheapest Marketing Tool You're Not Using’ by number one author Chris West here: https://amzn.to/3lFjOsD In this episode you will hear:  How to drive more sales and opportunities by developing a strong language Understanding brilliant language Discovering and developing your identity and tone of voice Differentiating yourself as an agency Links & references Katie Street: https://www.linkedin.com/in/katiestreet/ Chris West: https://www.linkedin.com/in/chriswestverbalidentity/ Our Sponsor Series 6 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships, and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.    The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency.