The essential thing with advertising is not to get too clever. Or obscure. Sometimes the best approach is to simply get the core benefits into the headline, then repeat them with some elaboration in the first sentence. Then build on that, focusing all the time on what's in it for the reader. Because the moment [...]
A technology copywriting specialist
Over many, many years I’ve been entrusted with hundreds of projects that require an ability to tackle complex technologies and concepts across a wide range of sectors – from IT and telecoms to engineering, healthcare, food hygiene and construction.
I’m not a technical writer – because I’m not writing about the technologies in depth, for expert users.
Instead, I’m usually explaining how a technology works and why it delivers benefits. I ‘translate’ the complexity, the jargon and detail into text that the audience can understand, be it consumers, chief executives or finance chiefs who control the purse strings.
Over many years I've written a range of news items and in-depth articles for multi-national manufacturing company FCI Electronics. FCI designs and manufactures connectors used in cars, telecoms, data storage, consumer electronics, industrial applications and medical instruments.
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 [...]
IT company Agresso creates software that handles financial transactions for major companies. The solutions compete with ERP (Enterprise Resource Planning) offerings from the likes of SAP and Oracle - although Agresso's software often provides greater agility and value. The company needed to promote its services and solutions both to prospects and to existing clients, to [...]
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 [...]
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 [...]
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 [...]
I was asked to write a website for Paradigm, a company that provides military grade satellite communications, primarily to the UK armed forces. Paradigm is the prime contractor for the Skynet 5 contract with the UK Ministry of Defence, valued at £3.6bn. The programme provides mobile voice, video, internet and broadcast communications for the UK [...]