Simon Townley Copywriting

Tag: portfolio

  • Magazine articles for the Met Office

    Informative and intelligent articles that are also compelling for a wide audience, easy to understand and fascinating to read

    Articles for the Met Office magazine
    Articles for the Met Office magazine

    The UK’s Met Office publishes magazines designed to inform and entertain an extraordinarily wide range of people. Some are ordinary citizens interested in the weather – and who indirectly, through taxation, support the Met Office. Others are more direct stakeholders – such as:

    • People who work in the many businesses and organisations that depend on the Met Office’s services
    • Government and Ministry of Defence officials
    • Academics and scientists
    • Professional meteorologists and colleagues from around the world.
    The articles need to be informative and intelligent, but interesting and accessible to a wide audience
    The articles need to be informative and intelligent, but interesting and accessible to a wide audience

    Articles in Met Office publications such as the magazine Barometer need to inform and entertain this wide audience. The content needs to be intelligent, accurate and relevant. It also should be compelling and comprehensible to a lay audience while meeting the needs of professional users. (more…)

  • Website-in-a-hurry for executive search firm specialising in the finance sector

    Website text for Eliot Partnership

    Website text for executive search firm
    Website text for executive search firm
    The Eliot Partnership is the global insurance industry’s leading executive search firm. The London-based firm provides a full range of recruitment services for the insurance sector – helping its clients find, attract, reward and retain the most talented individuals in the industry.

    When it came time to launch a new website, the company asked me to help write, edit and refine the wording. The site is a crucial element in the firm’s branding and marketing strategy, and it was essential that the copy reflect the company’s exceptionally high standards of knowledge, expertise and professionalism. (more…)

  • Does what it says in the headline

    Press advert for data centre 2bm

    Press advert for data centre
    Press advert for data centre

    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 they lose sight of how they benefit, they’ll stop reading and move on.

    This is the approach I took when creating a press advert for 2bm. The company was planning to be at a major exhibition where it knew there would be many important business clients and prospects. The event was a chance to get to meet these customers in person. The aim of the advert was to position the company’s name and offering in the minds of prospects by convincing them of those core benefits. There was no room in the ad for getting clever or beating around the bush. But that didn’t matter – because stating the benefits clearly is really all an advert ever needs to do.

    It’s not necessarily easy to achieve. But it’s nearly always the right approach.

  • Marketing brochures for Vodafone

    Helping telecoms company connect with business clients

    Business -to-business copywriter for major telecoms company
    Business -to-business copywriting for major telecoms company

    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 the company as a mobile operator that truly understands the needs of professional users. (more…)

  • Brochure and website for private healthcare firm

    Helping patients make the right choices

    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. (more…)

  • Brochure for design agency Atlantic Creative

    Copywriting for design agency's own brochure
    Copywriting for design and branding agency’s own brochure

    The right words prove a vital ingredient for food service specialists

    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.

    Clearly, getting branding and messaging right is something that matters deeply to Atlantic and to its clients. (more…)

  • Copy that squares the circle for Cube Consult

    Marketing and branding text for ebusiness consultancy
    Marketing and branding text for consultancy

    Creating a well-rounded sales pitch

    Cube Consult asked me to help with their marketing by writing some compelling and clear text for a sales leaflet to be distributed to potential clients.

    As is standard practice in marketing materials, I began by setting out the problem or challenge the prospect faces – in this case looking at how taking the first steps into ebusiness can be daunting and confusing. There are myriad consultancies offering help – but will they be the right people, there for the long-haul?

    Having set the scene, the copy moved on to presenting what my client, Cube Consult, could offer.

    But I wanted to bring it all to life. 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:

    Wording that enhances the branding.
    Wording that enhances the branding.

    Stop going round in circles
    Cube is a new kind of eBusiness consultancy – one that can square these circles for you. Cube goes beyond the advice and planning stage to offer a complete implementation strategy and end-to-end project management.

    We use only leading industry professionals with proven track records and the solutions we deliver are proven to work.

    Refreshingly, perhaps uniquely, you’ll also find that Cube won’t encircle you with jargon. It’s eBusiness delivered by approachable professionals who’ll explain things clearly and always put you in the picture.

    [blockquote-right]”I’m lost for words! This is genius.”[/blockquote-right]

    When I sent him the copy, Chris Currie of Cube Consult contacted me to say: “I’m lost for words! This is genius. As soon as I started reading it I broke into a smile that is still on my face. Thank you so much – I’m quite simply delighted!”

  • Articles, news and interviews for multi-national electronics firm FCI

    Articles and news items for electronics manufacturer FCI
    Articles and news items for electronics manufacturer FCI
    FCI Electronics designs and manufactures connectors used in cars, telecoms, data storage, consumer electronics, industrial applications and medical instruments. The company is headquartered in France but has nearly 7,000 employees based around the world, with major manufacturing plants in Europe, the Americas and China.

    The company produces a magazine, Panorama, to keep staff informed of everything that’s going, from financial performance to new products, marketing initiatives, HR projects and major company announcements.

    Over many years I’ve written a range of news items and in-depth articles on a huge range of subjects. (more…)

  • Magazine articles for multi-national cable manufacturer Nexans

    Making sure the corporate message is heard and understood – worldwide

    articles for corporate internal magazine
    Articles for corporate magazine for French multi-national cable manufacturer

    Nexans manufactures cables and cabling systems designed to raise industrial productivity, improve business performance, enhance security, and deliver network reliability.

    The company is a global player in the infrastructure, industry, building and Local Area Network (LAN) markets, with an industrial presence in 40 countries and commercial activities worldwide. Nexans employs 25,000 people and had sales in 2012 of 7.2 billion euros.

    Across a company this large, with manufacturing spread across several continents and serving truly global markets, effective internal communications are vital. The company’s people need to know what is happening elsewhere, what the future holds, what changes are coming and what new products are around the corner. (more…)

  • Brochures, direct mail, letters and mailers for software giant SAP

    Explaining the benefits of technology – in clear English

    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 chain for precision parts delivery. (more…)