Writing

You can hire me as a professional copywriter (see below) or read my new book. 

Does your business need professional copywriting?

We can all write. So why use a professional copywriter?

As a professional copywriter, my job is to make complex subjects easier to understand, more interesting to read and more relevant to your audience.  This means that your communications are more likely to be effective.  It's as simple - and as difficult - as that.

If this is what you're looking for and you'd like to talk about a specific project, please drop me a note to start the ball rolling. Or read on, to find out more about how I could help you.

I write for adults:  as consumers, as customers and as business audiences.  These are usually experienced, intelligent and sophisticated people. They expect to be spoken to as grown-ups  and to be provided with the facts and information that will enable them to form an opinion or make a decision. 

We adults are demanding and discerning. We expect high standards of English as a matter of course and will read long copy - but only if it is relevant, engaging and well-structured.

The secret of success
To do all this requires much more than the ability to write good English. Business and marketing experience and knowledge are also essential. Not many people have one of these skills, let alone both.  

As a copywriter turned marketing consultant and agency planning director, with an MBA, I speak business and marketing jargon fluently  - but write plain English.  I've also been MD of an SME and  worked as a consultant with hundreds of businesses and brands.  

If you decide to use my services, it is probably for something relatively important and serious. If you're looking for fluff for your social media or company newsletter, you're probably talking to the wrong person.

If needed,  I can help you develop a communications strategy.  If the subject matter is complex in business or technical terms, I can make it intelligible to  non-experts. If you've drafted something and need some help, I can do that too.  Many people are too busy running their business and are way too close to it. That's where I come in.

It all starts with a great brief

My experience includes most types of marketing and business communication, including: advertising;  articles and think-pieces;  brochures, booklets and leaflets;  business documents, plans, reports and presentations (thousands of these!);  conference presentations and speeches; direct marketing, direct mail, and direct response; humorous business and marketing articles; packaging copy; promotional materials of every kind; newsletters;  radio programmes and advertising; videos; websites, web advertising and e-shots.

Most of this starts with a great brief. Fortunately, I know how to get one from you - how to ask the right questions.   I can help you to define communications objectives and strategies, to write creative briefs and draft platform copy.   As a former agency planner and management consultant, I understand the bigger picture. 

If you prefer to judge for yourself, you'll find links to a few random examples of my work in the column to the right.   And if all this seems just a bit too  serious, I have included some humorous and music writing as well.  Below, you'll find a list of recent projects.

A few examples

• I helped a drum and percussion manufacturer to re-discover its mojo, After a brand workshop, I was able to develop a new brand proposition and copy for ads, brochures and websites. It was creative that took some beating.
• An engineering firm was obsessed with its factory and its products. However, it had forgotten that its products were ultimately crucial to the building and maintenance of  some of the worlds most amazing things - from aircraft and spaceships to racing cars and tanks. Some great creative followed and changed the way the company is viewed by its customers, users, staff and competitors. Sales are up 20% year on year.
• A tech company that only talks about tech is not unusual. But to many customers, tech is a necessary evil, a means to an end. My client was persuaded to think instead about its customers, why they needed tech and what the benefits were to them as a business - and as  individuals. This transformed the way the business presented itself and a more customer-led proposition was developed. Case studies were produced - fantastic stories which had never before been told. Real people, real businesses and real benefits. This made everyone involved proud and provided solid content for new business, newsletters, PR and website.
• An office cleaning business that realised it was actually in the business of improving the workplace, to the benefit of all.
• For the Wireless, Age UK's radio station, I wrote and presented a series of 'specials'.  Each of these was an hour long documentary about a famous artist celebrating a landmark anniversary. These included David Bowie, the Beach Boys, Petula Clark and the Hollies. This provided content which was more than just a presenter linking unrelated records - it was a presenter linking related records and also telling a story!

To talk about your project, drop me a note giving your contact details, when you would like to talk, and whether you would prefer to do this on the phone, on video, or in person. 

Random examples of my work
Advertising, direct marketing etc. 
Some client work
Articles about marketing
Baby Boomers - no-one loves us and we don't care
The ten rules of marketing to the over-50s
Jamie Oliver and marketing for adults
Why doesn't social media get older adults?
Marketing reports
The Mature Marketing Report. This is a 60,000 word magnum opus research report. Here is a link to the executive summary
Legendary Essex band, Dr Feelgood
Lee Brilleaux: the Last Memorial
Article about the Dr Feelgood Weekend
Radio
I wrote and presented this one-hour radio programme about the Beach Boys
Video
Texas Instruments:  education. See video here.