Services
I am first and foremost a freelance creative copywriter. But, that's far from the full story. I have worked with B2B organisations at the highest level to understand their marketing needs and sculpt those into successful campaigns. I have been in control of the management and execution of every aspect of those campaigns. I like to think that's a good resource of skills and experience
that you can call on.
that you can call on.
Copywriting & Content Creation
There aren't that many freelance B2B marketing copywriters that have written for the national press and have had frequent cover stories in Management Today. I'm at home writing journalistically for magazines and newsletters as I am using creative concepts to craft advertising and direct mail. I'm as comfortable online as I am in the traditional print world. In truth, the formats may change but the basic rules stay the same. You want strong, engaging content that captures your customer's interest and drives them to action. You want to ensure that your message is never lost in the rush to reach out to your target audience wherever they are. |
The obligatory bullet point list:
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Marketing Strategy
Copywriters inhabit a peculiar space within the creative and marketing industries. Whereas other creative professionals can get by with a superficial knowledge of their client's business, products and services, a copywriter needs a deeper understanding. You need to understand not just what the company or product does. You need to know what it is setting out to achieve. Over time, that gives you real insight into what works. It lets you know what really matters in B2B marketing strategy. I established an agency to get more involved at the strategic level. As a result, I have provided the outsourced marketing department for a global group of companies and have taken a number of companies from R&D into full commercial operation. |
Another bullet point list:
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Creative Direction
Unlike many freelance copywriters, I can take a complete creative project from initial brief to final completion. I believe today it is very difficult - and certainly not too advisable for the client - for the writer to be skilled only in writing. Nothing in marketing happens in isolation and the writer needs to understand all the processes. More than this, they need experience of having done it themselves. It allows you to have a complete view of the project and its objectives. It allows you to develop creative that really will connect with the target audience. |
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Training
Writing is, perhaps, one of the most difficult things most people have to do. For some, it's right up there with presenting in public. It should be easy. Right? After all, we can all write. But, there is a difference between putting words on a page and effectively communicating ideas. That's without thinking about how you frame content for the format or pace content so that the reader will pick up and retain the key messages. It does sound tricky but, luckily, it's not quite as difficult as it sounds.* *Having just read this back and remembering that I'm a copywriter, I'd just like to say 'yes it is'. |
A last set of bullets:
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