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2015 writeguy

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PROMOTIONAL COPYWRITING 

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WATCH MY LIPS. . .

Today, voice recognition technology is big business. And Nuance offers a range of market leading software solutions, used in businesses and organisations across the world. But the competition is strong, so the company’s advertising campaigns have to be not only clear in their messaging and brand positioning, but highly visible in their presentation.  Over several years I worked closely with Nuance’s agency to develop concepts and copy that would help maintain their industry-leading position.

 

THE RIGHT WAY TO SIT

Bambach introduced the concept of the saddle seat almost 30 years ago. Today, as market leader, the company offers products specially adapted for a wide range of sectors, including vets, dentists and children with special needs.

 

NO, NOT THAT RED BOOK…

This one. From Reliance Security. A slightly different purpose and presentation to Mao’s, of course, but still little. And red. Produced annually for several years, it was a creative way to present the ‘Reliance Difference’ through customer testimonials. Each issue had, typically, 40 – 50 shortened (very!) case-studies – it wasn’t always easy to crystallise a usable story from the raw material! 

 

EXCEED YOUR VISION

Epson is internationally acclaimed for its innovations in imaging technology. Over a period of more than 10 years, I’ve worked on brochures of all types, ranging from high-level overviews to product literature. Those below are just a small sample. Other Epson projects I’ve worked on Include newsletters, direct mail and display ads.

LESS CAN BE MORE

Sometimes, an idea can – should – speak pretty much for itself, needing minimal copy. Like, for example, these. Over a period of more than a decade, I was responsible for the concept behind, though not the presentation of, a huge number of Epson ads (as well as other promotional materials, such as Direct Mail and Newsletters. 

 
 

WHAT'S THE SCOOP GUYS?

Striking the right tone with a newsletter – usually a blend of informative, engaging and friendly – is key to its success. Over the years, I’ve contributed to dozens, both for internal and external distribution. For some of them, such as these, I was responsible for all content: identifying stories (news and features), researching them and – of course – writing them.

 

VARIATIONS ON A THEME

This series of ads has the same core message, but ‘massaged’ to address issues faced by various vertical sectors, including finance, education and legal. They’re part of a much wider range of promotional materials that the client’s UK agency, The Clarion Portfolio, produces for its customer. I’m involved with most of them.

 

SPECIAL READS

The Bambach Saddle Seat is used by Health Professionals worldwide as a therapeutic tool to manage and improve the lives of children with special needs. This biannual newsletter updates customers and prospects on developments in the industry, as well as Bambach’s own news. Other Bambach projects I work on include advertisements and the website.

 

PoSITIVELY BRILLIANT

Direct marketing, primarily to develop pull-through for the channel, plays a key role in Epson’s success. Over a period spanning more than a decade, I provided concepts and copy for mailpieces designed to promote a range of Epson’s PoS and EPoS products and services for the retail and industrial sectors.

 

VORSPRUNG DURCH TECHNIK

Not everyone needs content for technical catalogues or magazines. But if you do, I’ve – if you’ll forgive a brief lapse into cliché – been there, got the T-shirt. These are just some examples. Ingram Micro’s monthly Gotit! (channel publication) ran to over 50 issues, while ERIKS’ Know+How magazine was extremely popular with the company’s customers. But, as I say, these are just part of a considerably longer list. But I won’t bore you (further).