Metal Design Furniture
This company manufactures its own high end metal garden and home furniture. They wanted their catalogue copy to emphasise their furniture's beauty, hardwearing construction and bespoke design:
- Each description needed to give each item a distinct personality.
- The descriptions had to distinguish the furniture from those of competitors.
- Enable readers to visualise having the furniture in their home or garden.
After discussing the requirements, I imagined the situations in which the furniture would be used and tried to build a sense of occasion around each one. The client was delighted with this approach and approved the copy without amends after the first draft.
Achieve Telecom Network – Distance learning sales letter
Achieve Telecom provides distance learning services to large corporations, small businesses, schools, universities, and healthcare organizations across America.
Click here to download a PDF of the sales letter
They asked me to assist them in putting together a print and email campaign to promote their services to a targeted list of key decision makers in regional government and public service organisations:
- Introduce the opportunity - distance learning services already used by 3.5 million Americans
- Highlight the problem - slow broadband and dial-up connections
- Promote the solution - Achieve Telecom's satellite broadband technology and expertise makes them the ideal partner for delivering distance learning into their community
The copy was used in both a leaflet and email campaign sent to 1000s of prospects, helping to generate many new leads for Achieve Telecom throughout North America.
Click here to download a PDF of the sales letter
Promotional copy for FinanceMalta’s ‘Guide to Doing Business in Malta’ China Edition
FinanceMalta is a business guide aimed at senior decision makers of financial institutions to give them a clearer understanding of Malta's financial environment and the specialist services it offers.
Click here to download a pdf version of the copy.
The guide's producers, CountryProfiler, asked me to write copy for a leaflet to be sent to Maltese financial institutions to promote the benefits of advertising in their Guide to Doing Business in Malta edition:
- Explain why this was a unique opportunity not to be missed, with the guides due to be handed out at China's World Expo in Shanghai
- Explain how the advertising opportunity worked, and highlight why it was a limited time offer
- Breakdown the proposal into short, punchy sections to help busy readers to understand the offer quickly
Click here to download a pdf version of the copy.
The Copywriter’s Crucible – Sales letter to B2B marketing agencies
From time to time, I like to reach out to marketing agencies to tell them about my modern, no nonsense approach to copywriting. This letter was sent to a targeted list of B2B marketing agencies with 11-50 employees:
Click here to download a pdf of the sales letter.
- Highlight my cliché free B2B copywriting style, and how it can increase sales for their clients.
- Explain what other benefits I bring to the table.
- Keep them reading from the headline to the last full stop.
My success hinges on my ability to sell through words. I was able to achieve this aim with a 10% response rate from busy marketing directors and account managers. Not too shabby.
Click here to download a pdf of the sales letter.
bda
Being a marketing agency, bda wanted to ensure they were following the same advice they offer to clients and blogging regularly. So they asked me to look after writing posts for them:
- Suggest topics each week based on the latest events in the marketing world.
- Posts aim to promote bda's expertise through education, and showing they have their finger on the pulse of the latest marketing best practices.
- Written in a friendly, conversational tone to bda's image as an agency of 'real people with real opinions'.
I've been writing bda's blog for years, which has both improved their website traffic and reinforced their reputation for forward thinking marketing.
Livebookings
Livebookings, Europe’s largest online marketing and reservations service for the restaurant industry, wanted me to help them run their blog with posts to offer restaurateurs marketing tips and to promote their brand:
- I research and suggest topics each month.
- The articles focus primarily on internet marketing, but also offer practical advice on topics like cookery classes, catering for the business crowd and sales psychology.
- The tone needs to be friendly to appeal to people working in the hospitality industry, and to explain topics in a clear, concise manner.
The blog has helped push their website to the first page of Google and receives regular comments, Tweets and social sharing, which all helps to enhance Livebookings image within the restaurant industry as a helpful brand.
