Services

Loads of people can write well. But copywriting for brands is something else. It can help you to attract and engage potential clients, reassure stakeholders, snare new talent or educate an audience. That’s where I come in – the place where ‘that’s nice to read’ becomes ‘that’s made me want to get in touch / hit the button / read more / subscribe / buy / apply / change my life.’ *

*Disclaimer: only you can change your life.

Copyediting isn’t about stripping sentences for parts like an old car, or the difference between knowing your shit and knowing you’re shit. It’s about reviewing and restructuring and tightening and maximising. It’s about removing duplication and deconstructing complexity. It’s about avoiding ambiguity while ensuring accessibility and consistency.

Mostly, it’s about making clear sense to whoever might read it.

Your audience will notice errors that you don’t. Sorry, I know that sucks, but they will. It’s because they haven’t already read that copy twenty-seven times. Or haven’t read it only once before sending it out to the world.

The skill in proofreading is seeing copy like it’s the first time every time – and having your weird wordy spidey sense primed when you do – so no spelling slips, punctuation problems or grammar glitches slip through the net. Or web.

It’s tempting to fill a web page with language and keywords that are magnetic for search, and I can totally do that. But if those words don’t deliver the message or experience you hope to convey, then the back button will be the next click. Attraction is nothing without engagement, and that’s where my focus will be – how to encourage someone to stick around once they’ve found you.

You have ideas. I have ideas, we all do. And sometimes we want those ideas to lead the thoughts of others. This might involve an article, a challenge, an analysis. Whatever the medium, it’s a proven way to establish authority and credibility, prompt critical thinking, or shape industry discourse. Most importantly, thought leadership can establish you as a trusted expert.

Whether your organisation numbers two people or 200,000, communication is essential. If that communication is clear, timely, and transparent, it will foster collaboration, engagement and alignment, and will ensure that everyone understands responsibilities, goals, and expectations. But more than that, it will empower employees to share ideas, build morale and ultimately drive productivity.

So, all your content is punchy, jargon-free and working hard to support your business. But how do you ensure it will stay like that? Your best friend (after your copywriter – you’re welcome) will be a set of agreed guidelines that address your brand voice and style. They’ll ensure consistency and coherence across all channels and touchpoints, and give you the tools you need to protect your brand in the future.

However comfortable you are speaking in front of an audience, you’ll feel a lot better if you know the words you’re about to say are the right words. It’s like balancing on a tightrope – delivering content that communicates the desired message, in a way that’s appropriate for the occasion, while reflecting your tone and style, and all within a specified duration. Actually, you know what, tightrope-walking is easier.

Not all writing is about developing the personality of a brand. You’re likely to have products to launch, services to sell, events to communicate and partnerships to celebrate. Strategic marketing content and compelling press information rely on persuasive storytelling to establish credibility, shape public perception and guarantee authority. And if delivered with intelligence and respect, they’ll influence audience behaviour.

So, the hard work is over, and you’ve completed / launched / designed / built The Thing. And now you need to tell people what a great Thing it is. Maybe you need to include it on your website or social channels. Maybe The Thing is so good you’ll win an award. Whatever the channel, whoever the audience, you’re going to need a case study.

Who needs to know what you’ve been up to this year? And how can you summarise it to shareholders, stakeholders, investors, employees, competitors, customers and suppliers? An annual report will provide a transparent overview of your financial and operational performance. It will benchmark you, address challenges and opportunities. Fundamentally, it will inspire confidence and trust, and ensure you’re ready for the year to come.

At some level, all writing is intended to foster a connection between the writer and reader, and one of the most effective ways of driving this relationship is with regularly shared content. Through regular communication, your brand can build trust, cultivate relationships and establish authority. It’s impossible for people to demonstrate their personality in one conversation, and it’s the same for brands.