Let’s cut to the chase
Words are the most powerful sales & marketing tool available to you.
The right words can give you the competitive edge & build your reputation.
The wrong words can bring it all crashing down.
You can count on me to deliver the right words for your organisation.
Persuasive words that will help you to achieve your business ambitions.
I’ve provided copywriting services across the major market sectors & all media.
I offer you:
20+ years’ experience in interpreting & satisfying challenging marketing briefs
Unrivalled expertise in communications networks, services & technologies
The same enthusiasm & passion I had back in the day.
Web Content & SEO | Press & PPC Ads | Video & Agent Scripts | Speeches & Presentations | Email & Direct Mail Campaigns | Product & Service Literature | Posters & Exhibition Support | eNewsletters & Case Studies | Brand Guidelines | Bids & Tenders | Business Plans
You want web content that impresses, informs & sells.
The words I write for you will achieve the results you’re looking for.
That’s because I’ll be…
Getting straight to the point
My opening words will answer the key questions your audience will be asking themselves…
What’s it about?
Is it for me?
What’s in it for me?
Nothing gives me greater pleasure than cutting to the chase.
Your audience will appreciate that as well.
Making your offer shine through
Most readers quickly scan text.
I’ll make certain they understand the main thrust of your offer from glancing at your headings & sub-headings.
Holding people’s attention
No one reads great slabs of text.
It’s a real turn-off.
I’ll keep your sentences & paragraphs short (& sweet).
And I’ll make certain they lead the eye (& the mind) from one point to the next in a logical manner.
Using everyday English
I prefer to write more like people speak.
It makes you sound more human, more approachable & easy to do business with.
The real experts in any field, however complex, also make it easy to understand their subject matter.
I’m with them all the way.
Trust you are, too.
Writing in the first person
Words become more effective & more involving when you address your audience directly.
That’s why I avoid referring to them as:
It’s all about YOU.
Being imperfectly clear
Clarity in web content writing isn’t about following pedantic, old-fashioned rules of grammar.
It’s about saying what you need to say, in a way the reader instantly relates to.
Why write whilst when while reads and sounds a lot smoother, for example?
Nothing wrong with the occasional split infinitive, or a sentence starting with And or But, either.
If it reads right, and as long as you’re consistent, it is right.
Conducting a sanity check
I’ll check out each sentence I write for clear & unambiguous meaning.
And I’ll eliminate the words & phrases that give an illusion of meaning but often mean nothing.
We all tend to overdo it at times, even moi.
Returning & retuning
If time permits, I like to put my first draft of copy aside for a day or two.
A return visit with a fresh mindset allows me to make it an even better read.
Words & design
Love & marriage go together like a horse & carriage.
The same should apply to words & design.
But that’s rarely the case…
Design is firmly in the driving seat.
Words are an afterthought.
That’s bad karma!
You need the right balance between the two.
It’s the only way to make certain that the whole becomes greater than the sum of its parts.
When the words are well developed, the designer should get a creative nudge from the first few paragraphs of copy.
Words that don’t convey your marketing messages & images inserted for decorative purposes are a waste of time.
Snippets to whet your appetite…
From an interactive corporate brochure for internet publisher VRWAY: Say goodbye to static and boring predictability. Say hello to virtual images and virtual tours that will add an extra dimension of desirability to your offer in the marketplace. Your customers are waiting for you. So are we.
From an email campaign for Thomson Reuters: How to get ahead in the cloud: Could this be the silver lining you’ve been looking for? How would you like to connect to almost any market, almost anywhere in the world, and compete with the local guys on an equal footing?
From the careers section of the Moto Hospitality website: Thinking of joining us? We’d love that. But you obviously want to know a little more about Moto Hospitality first, about what we do and what we stand for. Then, if you think we’re a good fit for you, and if we feel the same way about you, it would be great to have you on board.
From an email campaign for Sony digital cameras: White sand. The sun. A gentle breeze. An azure sea. You’ve got the picture! Or have you? However idyllic the scenery, it can play havoc with your filming, unless you come prepared with the right filter for your camera.
From a BT Openreach website explaining the benefits of super fast broadband: People have been banging on about broadband changing the way we live, work and play for ages. And it has. We can go online to do just about anything. But the explosion of choice can cause aggro when several people in the same home want to do their thing online at the same time. That’s when superfast broadband comes to the rescue, allowing everyone in the house to do exactly what they want, when they want.
From a promotional brochure for SEO Firewall: Hackers attack blogs and websites in many ways – through brute force, hosting and file permissions, for example. But by far the most pernicious route is by compromising globally deployed WordPress themes through their plugins. But these hackers aren’t typical cyber criminals. They’re not spreading viruses or intent on taking down WP platforms like yours. They’re after an altogether more valuable prize. They want to take control of your site and use it for financial gain.
From a micro website for LooBlade: Cleaning the toilet bowl isn’t a pleasant task. When there are unsavoury reminders hanging around it can become a stomach-churning task, with the potential to spread germs like wildfire. Not any longer. The LooBlade dispatches all unpleasantness like magic, in a totally hygienic manner, even the detritus that has worked its way under the rim of the bowl. Whether they’re fresh or mature, you can be certain that no left-behinds will ever defeat the ergonomically designed LooBlade.
Proof of the pudding…
Having a copywriter who understands our products and the market in which we operate is an extremely valuable commodity. Your work is always well received and I view you as a key member of our team. Rob Lee, Director of Marketing & Communications, BT Openreach, referring to the raft of online content and printed material I’ve been producing for the business, including websites, product literature and presentations.
Working with you has been a great experience. You got into the mindset of my target client and created copy that really engages. Your no fuss, down to earth, straight-to-the-point approach is extremely refreshing. Paul Brooks, Managing Partner, Brooks Brothers Photographers, on the website and marketing collateral I wrote for him.
You took what was an unwieldy and unfocused brief and created meaning and purpose from it. Your determination to get it right was brilliant, and was matched by your craftsmanship with words. Franco Beschizza, Managing Director, Identity[M], on the launch website I wrote for his company.
I have really enjoyed working with you over the past months. I think that you bring a unique and valuable dimension to the way that we communicate ourselves to our customers. These qualities are rare. John Stewart, Head of Convergence Practice, BT Group, on a successful £500 million bid I helped to prepare.
Well here it is and I hope you feel we have done justice to your lovely words. Libby Jones, Brand Manager, Chivas Regal 12-year-old Scotch whisky, when she sent me a copy of the global brand guidelines I wrote for this premium product. I also wrote the global brand guidelines for Chivas Brothers super premium product – Royal Salute – plus support material for tasting and after show.
Where I hang my copywriting hat