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On today’s internet, hype breeds faster than rabbits on Viagra. It’s tempting to join in the clamour – shout your claims from the rooftops in a desperate attempt to be heard. There’s just one problem: only fools buy from a huckster. If you’re selling snake oil or get-rich-quick scams, you’ll likely find there are enough [...]

in Articles, Marketing

Branding Pirelli

branding and product naming copywriter

Product naming for Pirelli

Pirelli is perhaps best known for tyres… and calendars. But the company also makes fibre optic cables. In fact, Pirelli makes many different types of fibre optic cable. The company needed a way to differentiate their core offerings so customers could relate to them and understand instantly the benefits they provide. The names needed to [...]

in Marketing, Portfolio, Technology, telecoms

Copywriting for the launch of new Adobe software

copywriting for software company

Copywriting and advertising writing for software firm Adobe

When Adobe launched a new version of Acrobat, I was asked to write a direct mail campaign, emailers and a series of press adverts specifically targeting the designer community in the UK. Adobe also wanted to promote its capabilities in other areas – specifically workflow solutions for large enterprises. The challenge was to explain what Adobe’s [...]

in Brochures, IT, Marketing, Portfolio, Software, Technology

Branding Bezier

Branding Bezier thumbnail

Some years ago – when print still ruled the roost and the web was in its infancy – I created a name for a large printing company that in one stroke delivered the basis of an entire brand. I was one of many copywriters asked to come up with a name for a major new print [...]

in Marketing, Portfolio

The Tesco Mobile brand makes a promise – one of clear pricing and information, so that you always know where you stand. No confusion marketing here. Every word of every sentence has to keep this promise. Any lapse in clarity and precision could lose a customer’s trust. The challenge was to pack in enough information [...]

in Brochures, Marketing, Portfolio, telecoms

A positioning statement defines how you wish to be perceived. Once you get it right, it gives you the basis for communicating who you are and what you do. You can create one yourself by answering the following seven questions: Who are you? What business are you in? Who do you serve? What are the [...]

in Articles, Marketing