For me, a great copywriter should be blessed with a creative spark! Equally significant is their ability to listen, to ask the right questions and to get ‘under the skin’ of your business and its objectives. They should be perceptive, able to effectively assimilate rafts of information into golden nuggets of compelling prose and skilled in the art of adapting their style to fit both the required media and target audience.
Fundamental to producing successful results is the writer’s ability to strike a chord with his/her audience. This sense of empathy and an ability to anticipate their motivations and emotional triggers is the key to producing persuasive copy in a tone of voice consistent with your brand values.
Primarily I write copy for brochures, guides, leaflets, ad campaigns and web sites. I’m equally at home with writing for both business-to-business and consumer markets. My experience extends to (but is not limited to) sectors including Professional Services, Tourism, Healthcare, Fire Safety and Property.
To give you a flavour of the work I do I’ve displayed a small range of excerpts below.
Lancashire Tourism Country Escapes Mailer
“Discover a place of outstanding natural beauty, effortless style and hidden adventure …discover Lancashire!
Home to dramatic landscapes and fascinating wildlife, bustling market towns and renowned eateries, its wide appeal makes Lancashire the perfect short break destination.
Set your own pace – peace and tranquility abound whilst action and adventure await you. Whatever your preference, be assured of the warmest welcome and incredible hospitality.”
Lancashire Tourism Family Fun (80 page guide)
“It’s fun, it’s exciting, it’s relaxing…
What’s keeping you? START PACKING!
It’s rare to discover a region that has the potential to appeal to everyone! A place where you can relax and watch the world go by one day, and then embrace thrills and excitement the next. That’s Lancashire & Blackpool in a nutshell – a place of contrasts! Loved for its spectacular landscape and rural idyll’s, whilst equally admired for its reputation as the capital of adventure.
Children will delight at so much to see and do from a region that’s bursting with fun. Adults beware – you may find the glorious sea air unleashes the child within. Entertainment beckons from dawn to dusk and with so many free and excellent value for money attractions you’ll be faced with a never-ending list of places to visit and sights to see. Major cities such as Preston and Lancaster sit invitingly alongside the beauty and tranquility of rolling hills and countryside.
A stay in the region promises a warm Lancashire welcome from a plethora of hoteliers and accommodation providers – the sheer variety, choice and quality to suit all tastes and budgets is quite something! In fact, choice and quality are themes that run through the heart of the region – from the infamous food & drink to the many events that unfold throughout the year.
Whatever your plans, the joy of families playing, exploring and discovering together on long, carefree summer days is sure to create a lifetime of cherished memories.”
Insurance Broker Roll-fold leaflet
“Why suffer the irritations of a call centre when you can talk to a qualified Insurance Consultant just ‘down the road’ at Heath Insurance? Don’t be fooled either into thinking that the bigger the company, the smaller the premium! We have access to hundreds of companies via our in-house quotation system.
So when you’re insuring a vehicle that’s worth £000’s why take risks? Talk to the Heath team – we won’t keep you waiting in a queue, and we’ve got the time to listen and assess your individual needs.”
Property Developer brochure
“At the heart of the RuralFX philosophy are our touchstones of Lifestyle, Heritage & Technology.
Our homes are designed for people with modern day lifestyles who have a love of tradition. We aim to maintain and enhance the character and heritage of the buildings we develop whilst creating attractive, functional homes and integrating the latest technology sympathetically and imaginatively into each living space.
The photography used within this brochure is taken from previous Rural FX developments – each one unique yet brought to life with the same sense of style, commitment and incredible attention to detail.
To own a Rural FX home is to buy into a special kind of lifestyle – one that oozes comfort and sophistication in stunning proportions! You have to see it to believe it…”
Staffordshire Fire & Rescue Poster Campaign
“A burned-out kitchen
A broken heart
NOT MUCH TO SHOW FOR 84 YEARS OF LIVING…
That’s what a house fire does – wipes out all they hold dear. But at least she’s alive today. At least she’s got a second chance, unlike the elderly people who died in house fires in Staffordshire last year.
Don’t let this be your neighbour’s story. If you have a vulnerable neighbour, relative or friend, or if you’re a carer, please talk to them and seek their blessing to call 0800 0241 999 to arrange a Free Home Fire Risk Check for them.
You can also find practical, helpful advice on our web site at www.staffordshirefire.gov.uk”