Copywriting

Copywriting: things to consider

Producing written copy for your business or organisation can be a difficult and frustrating experience, and there are many things to consider beyond the basics of spelling and grammar:

  • Can you put yourself in your readers’ position and write content with a style appropriate to what they expect and want?
  • Will readers remember your key messages a couple of days after reading them?
  • Is your copy persuasive where it needs to be? Will it spur people into action at the right time?
  • Does the tone of your copy accurately reflect your brand and purpose? Compare the difference in ‘voice’ used by Innocent, a drinks company which enjoys a chatty, informal dialogue with its readers, and the Plain English, more formal approach taken by an organisation that needs to inform readers, like the Citizens Advice Bureau.
  • Are you harnessing the benefits of SEO (search engine optimisation) through best copywriting practice?

Copywriting: how I can help

I have worked on various copywriting projects, large and small, over several years, and every assignment brings unique challenges based on goals and context. What they all have in common is that the reader must be at the centre of all decision making.

I can write from scratch and take a careful brief from you, or work by editing messages you have already put together. I understand how to write web-friendly copy which will continue to help you with your search engine optimisation (SEO). I enjoy getting stuck in with a mass of information, and cutting it back to reveal its core messages in a logical and memorable order. I also have an extensive understanding of visual communication, and can match copy to imagery so that the two complement or enhance one another.

As a fully trained technical writer, I am also used to evaluating the needs of your reader and matching style, grammar, structure and visual cues to help them achieve what they need quickly and without fuss. If I’m working on aftersales support content, for example, this approach can reduce incoming support calls and cost to yourself.

Content and copywriting examples

For an idea of the type of project you could hire me for, typical content and copywriting tasks include:

  • Brochures and leaflets
  • Website content
  • Newsletters
  • Mailshot letters and email newsletters
  • Blog posts
  • Digital content
  • Social media content
  • Press releases
  • Editorial for magazines
  • White papers
  • Event information
  • Proposals/bids/tenders
  • E-books and books
  • Presentations
  • Articles
  • Data sheets
  • Adverts
  • Reports
  • Prospectuses
  • Internal communications
  • Case studies
  • E-learning materials

Although I like to class these as technical communication tasks, I also produce:

  • Instructional materials
  • User manuals
  • Educational guides

Please contact me to discuss your individual project and how we could work together.