I've worked on many projects over the years for telecoms clients, many of them mobile phone operators who want to improve communications with customers. For Vodafone, for example, I've written marketing materials aimed at both consumers and business clients. One example was a brochure designed to win new business customers for Vodafone by helping position [...]
Brochures of all sizes, across all sectors
Brochures used to be meat and drink to a copywriter – back in the day, of course. Now, companies rightly concentrate on websites, which are more agile, more cost-effective and more accessible for most audiences.
But there’s still a place for brochures: sales staff need something to leave behind after a meeting; conferences and exhibitions need hand-outs; and some audiences are best reached with a carefully targeted brochure.
I’m hugely experience not only at writing brochures, but also structuring them and working with designers to create a theme and making sure the text and graphic design elements work together.
Audiology specialists Pindrop Hearing wanted to communicate the benefits of good hearing and the options available to clients who are suffering from hearing loss. The Harley Street specialists wanted to position themselves as a leading specialist hearing aid consultant, showing that they understood the issues and could provide independent, expert advice. I was asked to [...]
Atlantic Creative are specialists in graphic design and branding for the food service industries. They provide marketing expertise to some of the biggest and best known brands in the world. When it came time to produce a brochure to promote its own services, design agency Atlantic asked me to write the copy.
Cube Consult asked me to help with their marketing and branding. I wanted to make Cube appear friendly, approachable and human, so I indulged in a little word play, designed to reinforce the branding and make it more memorable
SAP is one of the world's biggest software companies - creators of the one of the leading ERP (enterprise resource planning) solutions. This is the kind of software used to run major corporations - and it can handle everything from controlling robots on the factory floor to administering the HR department and fine-tuning the supply [...]
Ahhhh, recruitment advertising. Most of it is cheesy, done on the cheap and in a rush. All too often it ends up clichéd, unimaginative and dull. However, the ABN AMRO bank assignment was a little different. They wanted a quality product - one that would help them to attract the brightest and best young graduates [...]
The UK's Met Office includes around 30 pages of creative copy at the front of its Annual Report and Accounts, designed to inform stakeholders about the organisation’s work, its progress and advances in forecasting. It’s a wide audience, from senior MoD and Government figures to the business community, media and scientists. Generating the raw information [...]
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 [...]
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 [...]
Dell is best known for affordable computer hardware. But the company also provides IT consultancy under the brand "Dell Professional Services." The company needed to explain its relatively new offering to the target audience, and position itself as the cost-effective and reliable choice. I was asked to create the copy for a brochure and a [...]