Copywriting
The right blend of facts and flair
Know your audience
"If you’ve got something to say, say it well."
Great copywriting comes in many forms. For me, it is a question of achieving the right balance of factual content and creative flair to bring a piece of writing to life. It is also a question of producing content that is appropriate for your target audience’s level of subject knowledge.
With 20 years’ experience of copywriting, I am highly proficient in producing content that it is pitched at the right level of knowledge for its audience. I have extensive experience of writing a diverse range of sales, marketing and educational material for both business-to-business (B2B) and business-to-customer (B2C) audiences.
My copywriting work to date has encompassed both print and online media on a range of varied projects for small companies through to large corporations. I am available to carry out regular copywriting work, or provide assistance with one-off marketing and sales campaigns.
Please
contact me
to see how I can help you grow and develop your business.
A RANGE OF SERVICES
I offer a range of copywriting services to businesses across the UK and Europe, from regular investment updates through to bespoke marketing communications. I have worked with some of the world’s largest asset managers, including Blackrock and HSBC Global Asset Management, as well as Bank of Montreal, Brewin Dolphin and Société Générale. I have also worked with global strategy consultancy L.E.K. Consulting on a range of projects.
ENCOMPASSING A RANGE OF THEMES & PRODUCTS
My copywriting work has encompassed a range of financial products and themes, including Active Investment, Corporate Debt, Emerging Markets debt and equity, Exchange-Traded Funds, Income Investment, Minimum Volatility funds, Passive Investment and Retirement/Investment advice for high net-worth individuals (professional footballers). I have also provided marketing support to a range of businesses.
FROM BRIEF TO COPY
Producing a piece of writing involves so much more than just what appears in the final copy; rather it is a journey from brief to copy. This starts at the initial contact stage, where we look to answer four key questions, which include what is the purpose of the copy (e.g. sales, marketing or educational) and also who is going to be reading it (e.g. retail clients or institutional). Throughout the journey from brief to copy, I believe in regular email and phone contact with my client, dependent on personal preference, to ensure that any new information or alterations to the original brief can be implemented as quickly as possible.
01 Initial contact
I ask you four key questions:
1. What is the subject?
2. What is the purpose?
3. Who is the audience?
4. What is the length?
02 Client brief
You send me your detailed brief:
This sets out all key project parameters (including agreed delivery dates) and also includes all supporting information needed to complete the work. This brief is then agreed to by all parties.
03 First draft
I send you the 1st draft for review:
Following the brief closely, but also carrying out further independent research on the subject as required, I then provide a first draft of content for client review.
04 Feedback
You provide your feedback:
This will be based around how closely the brief has been adhered to and also provides a forum for either side to suggest any changes to the draft text.
05 Final draft
I send you the final draft:
This final draft will include all changes/suggestions made by the client at the draft feedback stage.
06 Feedback
Feedback on project:
This is based on client preference, but will incorporate areas such as content, project timelines and any ideas to refine the copywriting process.
Past work
My past copywriting work has incorporated both print and online content, as well as a variety of different document formats, as listed:
Adviser guides
Brochures
Case studies
Client reports (quarterly/annual)
Economic commentaries (monthly/quarterly/annual)
Fact sheets
FAQ/Q&A documents
Fund reports (quarterly/annual)
Investor guides
Market commentaries (monthly/quarterly/annual)
Newsletters
Press releases
Sales and marketing guides
Strategy papers
Online
Email-based marketing campaigns
Individual web pages
Landing pages
Multi-page microsites
Product launch emails
Search engine optimisation