Effective copywriting. It's about emotional engagement. The right words do that. With simplicity and attention to detail.
A good copywriter has a range of skills. Some of mine are listed below.
What to say? How to say it? I can help you take a step back, identify your audience and what you want to communicate to them. From there, I can devise and implement a programme of activity.
Concepts
The BIG Idea. To be truly engaging, your communication needs a big idea. The words and images need to be cohesive. I've concepted with many art directors in leading agencies.
Copywriting
With your strategy and big idea nailed, it's time to wordsmith. I'll write to your brief. Crafting those clear, crisp messages that call for attention. Whether that's a DM piece, a web site, brochure or script.
Advertorial and Features
As a former national newspaper journalist, I'm adept at writing feature styled longer copy. From advertorials to entire business magazines, I can frame the message in just the right way.
PR
A good PR agency with a fat contacts book is invaluable. And the words are just as important. It's vital to stand out in the crowd. I've worked in national newspaper journalism. I know what works - and what doesn't. I often work with PR agencies to provide a minty headline and a case study, press release or feature that gets a client noticed.
Copy Editing
If you already have a mass of information, rather than writing fresh copy, I can pare it down for you. By focusing ruthlessly on the target audience and key messages, I'll translate complex to clear.