Website Writing

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A well-written website quickly  communicates the right message to the right people, gets you found online and encourages more people to get in touch, sign up or buy something from you. Client: Pole Train Fitness Service: Website writing, lead magnet creation, email welcome series text Brief: To provide new content for website home page to encourage visitors to sign up for a class. Provide more persuasive text for ‘calls to action’, plus a meta-description to encourage click through from search engines. What I did: I worked with the client to understand their unique selling points. We discussed the key messages to convey, the tone of voice to take, and the ultimate outcomes Pole Train delivers. Website home page writing. I re-wrote the company’s home page– a key point of entry for potential customers to sign up for classes, making it more appealing to the target audience, with benefit-driven headlines, sub-headers, and button text, plus content highlighting the ultimate benefits, while overcoming objections. I integrated relevant keywords to boost their search engine visibility, along with a new, more persuasive meta-description to encourage click through to the site. Lead magnet creation and text for related email sequence. I wrote and produced a […]

Product Branding

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Product branding

Product branding is an exercise in creativity, lateral thinking and the ability to convey a product or company’s values. Here are two projects relating to product branding that I worked on: Client: Bakery Brief: Devise a set of possible brand names for a new kind of bread. The bread tastes better than existing loaves and is healthier, because the new process doesn’t destroy the goodness of the wheat, as the normal Chorleywood process does. The bread contains less air and water than normal, which gives it a better, more granular texture. In short, it’s a better bread. What I did: I drew up a number of relevant categories relating to bread and bread-making and brainstormed as many words as possible. Using this method, I produced 80 potential brand names. Names included Harvest Fresh, Nature’s Harvest, Baker Mill and Gold Grain.   Client: Children’s Shoe Manufacturer Brief: Produce a brand name for a new range of shoes for boys aged six to eight. The shoes are rugged, comfortable and suitable for the outdoors and branding should focus on boys’ interest in adventure. The name should communicate fun, adventure, excitement and durability, perhaps conveying an idea of an Australian daredevil hero. What […]

Direct Mail Letters

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Writing for direct mail letters

Client: Cat and dogs home Brief: Write a direct mail letter targeted at local pet owners. The aim of the letter is to raise funds for the home which cares for lost and sick animals. The home relies on charitable donations to survive and the letter needs to persuade people to make a contribution. Download the resulting direct mail letter here. Back to copywriting portfolio

Press Ad Concepts

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Press Ad Concepts

Client: Bakery Brief: Produce a set of press ad concepts for a new bread product. Product information The bread tastes better than existing loaves and is healthier because the new process doesn’t destroy the goodness of the wheat as the normal Chorleywood process does. The bread contains less air and water than normal giving it a better, more granular texture. In short, it’s a better bread. What I did: I researched competitors to see what they were doing, enabling me to create a set of concepts in line with other bakeries. I also devised concepts using humour and a fun tone of voice that would stand out against the expected ads featuring shots of smiling bakers holding out bread. For each concept, I created a headline, strapline plus an outline of a visual to accompany the ad. Download the press ad concepts here Back to copywriting portfolio

Press Release Writing

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press release writing

Client: Northern Swedish Brief: To write a series of press releases to announce the company’s launch in the UK and provide a list of places to send the releases to. What I did: Based on client notes, I listed potential angles including human interest (creation of local jobs) and industry news (appealing to brokers and financial intermediaries). I researched the best places to send the releases to including local press (publications, radio and TV), local business networks, online distribution networks, national press e.g. Financial Times, consumer financial press and trade press. Back to copywriting portfolio