• Many organisations underestimate the power of language as a marketing tool
• I focus on using words to achieve
positive results that lead to action
• I can help your organisation reach its
target audience and increase response
by generating interest through words
My writing can help you communicate the unique benefits of your organisation, its products or services, and tell your target audience what you can do for them.
Writing for the web and print
I specialise in producing text that is professional, readable and effective. There are some big differences between writing for an online audience and one that is reading in print, and something that works well on paper may not always be successful online. I can adapt your message for each medium to achieve a consistent, coherent tone of voice and to make sure you are communicating effectively at all times.
A style that's all your own
My job is often to create a distinctive style for an organisation's marketing and communications material. This style has to work on the web and in emails, as well as in printed brochures, leaflets and letters. Getting the style and tone right is crucial to creating a strong brand identity and requires a sensitive and effective use of language. I will work closely with your organisation to ensure you get a style that's all your own.
Get a better response
The primary aim of copywriting is to make people act. For example, a potential customer or client might read your brochure and phone up to place an order. Or a volunteer might see your website and want to get involved. Good copywriting is designed to trigger a response in the reader. The best way of measuring the success of a piece of copywriting is what it achieves in terms of increased sales, enquiries or support.
Make it easier to digest
I am often asked to present dry or complex information in a way that makes it more palatable. This is especially true of technical, academic or official prose, often produced originally for a narrow, professional audience. I am happy to turn dense, turgid documents into material that can be easily absorbed by a non-professional reader (or a time-strapped professional). I can also produce graphics such as tables and graphs that make information easier to digest.
AIDA - how copywriting works
There are four basic stages to producing a good piece of copy. These are:
Attention - getting the reader to take notice
Interest - arousing their curiosity
Desire - presenting something they actually want
Action - getting someone to phone you up or send an email
Every piece of copywriting I produce focuses on the final stage of AIDA: ensuring a positive result and helping your organisation to achieve its goals.
Copywriting v copyright
If you have read this far, it should be pretty clear by now that copywriting simply means "writing for results". These results might be increased sales, orders or enquiries (or sometimes just changing people's opinions). Copyright, however, is the legal protection of original creations, such as books, films or music. I am a copywriter: I write copy. (But if you'd like to know more about protecting copyright and intellectual property in general, have a look at an article I wrote for Focus West. Read more…)
While most organisations usually take a lot of care about the design of their website or brochure, far less attention is paid to the words that are used. And yet, language can be a much more effective and precise communication tool, particularly on the web. I specialise in using language to make powerful, persuasive arguments.
I also offer a number of other writing-related services:
Proofreading and Correcting
I am happy to proofread and correct any documents you have for publication or dissemination. These may be existing publicity materials or other sources of written information that your organisation uses on a regular basis.
Editing
If you would prefer me to make substantial changes to a text or document, I will be pleased to edit it for you and return it for your approval. Typically, organisations will ask me to summarise or expand an existing document, such as a report. I can also turn your draft or notes into a finished text, or pull together existing documents into a more manageable executive summary or condensed version.
Rewriting
Sometimes, it is necessary to rewrite a document from scratch. I will happily take an existing text and recreate it to meet your exact requirements. This is often the case with material that requires updating substantially, or where the same information is required for two (or more) audiences. Depending on the time and complexity of the work, it may sometimes be easier to just to start afresh and produce an entirely new document.
Formatting
I have a lot of experience of formatting Word documents, PowerPoint slides and other texts in an electronic format. If you require help tidying up or polishing an existing document, please ask me. I know how frustrating it can be trying to get bullet points to line up or titles to fly in from the left, especially when your meeting or presentation deadline is looming.
Converting formats
I can create documents in a variety of formats, including PDFs. If you have a Word document that you want to send out via email or make available as a download from your website, it may be easier to convert it into a PDF, which most people can open using the (free) Adobe Acrobat reader. Please ask me for advice on converting documents into different formats.
Troubleshooting
I have had a wide experience of writing, editing and dealing with questions relating to the English language (among others). Many of my clients consult me on tricky questions of phraseology, syntax or spelling. I can usually come up with a workable solution on the spot. I am particularly strong on thinking up titles, slogans, captions and puns.
