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Copywriting
& ProductionWriting, media and campaigns
Theme and write websites
Good websites generate leads. I theme, structure and write websites ranging from brochure sites to those with large amounts of information and cross-cutting themes that require easily navigable pathways for different users. I conceptualise infographics to present complex ideas and brief a designer to design and develop your site. I produce or brief for digital media such as photography or promotional videos to help drive engagement.
Messaging
Messaging is at the heart of effective marketing communications. Marketing messages explain the unique selling points and supporting benefits and attributes of products and services. Good messaging conveys competitive advantage and helps build your brand in the minds of target audiences. I develop messages that are relevant, succinct, persuasive and coherent, and written in a tone of voice designed to engage.
Digital and print media
A suite of digital and printed collateral supports your sales effort and helps explain complex products and services, making them seem more tangible. Handing over company brochures, product data sheets and customer case studies helps reinforce product lines and leaves a lasting impression. I conceive and develop themes and narratives for a wide range of media, write copy and commission designers to produce artwork to brand guidelines.
Direct mail and emailers
Innovative direct mail campaigns to carefully selected audiences can be an effective way to generate leads, often best deployed in conjunction with an awareness campaign using quality emailers sent to a well-researched database of contacts. Email campaigns with links to company news and product updates on your website or on social media help to maintain presence in the minds of your target audience.
Promotional product videos
Digital media such as company and promotional videos help drive engagement and bring products and services to life. Videos showing clients using your products, product demos and interviews with key staff and customers will lift your website and keep it current. I storyboard, script and shoot videos, and manage a production company or visual designer to create the media.
PR and social media
PR and social media offer low-cost opportunities to reach target audiences to ensure your brand stays current. Posts on social media help build narratives about your offer and challenge competitor communications. A coordinated programme consists of stories about customer wins, partnerships, product developments and new appointments to drive interest in technology, scale and market share.
Presentations
Company and product presentations are the stock-in-trade of b2b sales campaigns – and they don’t have to be Powerpoint! Apps like Proto.IO and Camtasia offer engaging alternatives. I develop the messaging, conceptualise the presentation of complex products into diagrams and write the content, and brief a designer or agency to create a look-and-feel that is consistent with brand guidelines.
Position papers
Technical and position papers help to position your organisation in the minds of thought leaders who influence industry opinion, and they can help to bring prospect's technical staff on side. I work with your technical team to research content in detail and write it up, often themed around narratives introduced in a value proposition.
Business proposals
Strong business proposals and winning tender responses certainly depend on detailed industry, technical and product knowledge - but they also require compelling narratives built around strong sales messages that resonate with readers if they are to win business. Excellent written English, good design and engaging content that hits key client, industry and future requirements is essential throughout, starting with the executive summary and business case.
For help with your marketing, get in touch
