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The Great House — Web Copywriting & Tone of Voice Development

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The Great House

Brief

Without, a London-based design agency, were working on a full rebrand for a luxurious hotel that had recently changed hands and had a complete makeover. Without often call me when they need a copywriter and so they did when their client, The Great House in Sonning, was in need of whizzy words. The initial tone of voice development was done, but needed it to be expanded and applied consistently across the website and several brochures.

Thoughts

This project had many moving parts and needed experienced hands to keep things on track. Without have that experience. What’s so nice about working with them is that they get copy — its potential and its challenges. They act as the conduit between me and client, giving clear, constructive feedback and generally making the whole process work smoothly.

Result

The new copy conveys a sense of welcoming luxury. It gives you the feeling that you will be looked after, but also that you can relax in an unstuffy environment. The website is beautifully designed with an intuitive and user-friendly layout. The brochures pack in lots of information without being dense or dull. Overall, a great result.

The Great House sample content

Inspire Decisions

The Great House is in the village of Sonning-on-Thames, just over half an hour’s journey from London. The village was described by Jerome K. Jerome in his book Three Men in a Boat as “the most fairy-like little nook on the whole river”.

The hotel sits on the banks of the river, close to where the 18th Century Sonning Bridge joins the counties of Berkshire and Oxfordshire. You’ll find the atmosphere relaxed and the service friendly.

The hotel has recently been refurbished to a high standard. There are 49 elegant bedrooms and a customisable events space, The Great House Lodge, which is fully equipped and ideal for meetings, private dinners and celebrations

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The Great House
The Great House
The Great House
The Great House
The Great House

 

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Scriptwriting and Concept Development for PwC (via MerchantCantos)

PWC

Brief

MerchantCantos is a creative communications agency that I work with sporadically and PwC, a consultancy, is one of its biggest clients. I was hired for several days for corporate film scriptwriting: to develop the concept and script for PwC’s short film on the theme of disruption. Climate change, urbanisation, global power shifts and technological developments are all contributing to economic uncertainty. The brief was to highlight PwC’s position on disruption and make it clear why businesses must act.

Thoughts

The client wanted a script, and a film, that would make people sit up and take notice without terrifying them. There are startling predictions about what might happen in the future, but no one knows exactly what will occur. So the script is based on current trends and where they might lead. It uses punchy language that complements the fast-paced visuals featuring actors and stock footage.

Result

The script went through several drafts until it was just right. Once it was signed off the footage was shot. The result is an engaging and genuinely unsettling short film. The last line is a nod to one of my favourite rap albums — The Future is Now by Non Phixion. It’s funny where inspiration comes from.

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Konica Minolta — Print Ad Copywriting

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Konica Minolta

Brief

Jack Morton—a global brand experience agency—is one of my favourite agency clients to work with. They always get cool gigs. This one was a US print advertising campaign for Konica Minolta. The Japanese technology company is 150 years old, but very much focused on the future and how tech will reshape the world of work. The aim of the campaign was to drive people to a new website.

Thoughts

The concept for the campaign was to celebrate individuals — the hardworking entrepreneurs who are the backbone of the economy. They wanted copy that spoke directly to the reader, focusing on the challenges and opportunities they face and linking those to the services Konica Minolta provides. The trick was to pack big ideas into the small space allowed by a print ad.

Result

The result was four beautiful ads printed in trade publications across the US. The categories—doers, makers, innovators and up-all-nighters—are distinct but complementary. As was the tone and style of the copy. I’ve included the surfboard dude below because I harbour (not-so) secret dreams of riding tubes in my downtime.

Konica Minolta sample content

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Fabrik Brands SEO Copywriting

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Fabrik Brand

Brief

Fabrik Brands is a London-based design agency. They’ve been using their marketing expertise to help businesses succeed for more than ten years. Search engine optimisation (SEO) is a major part of their own marketing strategy. They turned to me for help writing long-form SEO website copy: landing pages designed to rank organically in search engine results and drive traffic to their website. Great content, essentially, with strategically chosen keywords woven naturally throughout.

Thoughts

SEO copywriting isn’t magic, but I still like to wear a cloak when I’m writing copy that pushes Google’s buttons. Working with Fabrik’s co-founder, I set up an efficient briefing process that allowed numerous pages to be produced quickly. First I mined Fabrik for their unique insight. This is not as painful as it sounds. I fleshed out their insight with my own research. Then I wrote it all up in an engaging style, in keeping with Fabrik’s jaunty tone of voice.

Result

Wow. The Fabrik Brands’ website is now ranking organically for hundreds of important long-tail keywords. Several of the landing pages have made it onto the first page of Google search results. Others are steadily climbing towards the promised land. The company is experiencing an increase in enquiries, and approaching 1,000 website hits per day. Would you like to read examples of the content I’ve written for Fabrik? Here’s a page about marketing companies in London, one about integrated marketing, and another on internal communications

Fabrik Brands sample content

Employees that work

harder, faster, better, longer.

The amazing power of

employee engagement.

Once upon a time, there was an employee. Let’s call her Julie. Julie worked at a uber-cool tech startup. The startup’s office was designed like a playground for adults. Julie came into work one day, paddled past the swim-up bar, rode her Segway over the skybridge and…handed in her notice.

Why?

Julie wasn’t engaged with her work. She enjoyed the perks, sure. But she didn’t feel an emotional commitment to the organisation and its goals.

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FitXR Tone of Voice Development and Copywriting

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FitXR Tone of Voice Development and Copywriting

Brief

Virtual reality (VR) hasn’t taken over the world yet. But it’s about to. FitXR is a tech startup that makes really cool fitness apps for VR headsets. You’ve heard of FinTech, right? Well this is FitTech, the new frontier. FitXR needed a copywriter to help develop their tone of voice and write copy for their new website.

Thoughts

Immersed in the day-to-day it’s not always easy to see the big picture and grasp how to make your business appealing to an online audience. But when you hire a copywriter you benefit from their objective opinion. I worked with the FitXR brand team to focus on the reader and craft copy that serves two audiences: gamers, who make up the bulk of customers right now, and, let’s call them people who shop at John Lewis, who FitXR want to reach in the future.

Result

The new website looks and reads beautifully. The FitXR team are much more confident about how they should write online. The company is growing fast. I’m happy to have played a small part in that. And watch out — VR really is coming.

What the client said: >

FitXR sample content

Perform at Your Best

BoxVR is a boxing-inspired app featuring vibrant graphics and uplifting music. Every aspect of the app is designed to help you focus completely and perform at your best.

Whatever your fitness level, you can put on a VR headset and immerse yourself in BoxVR’s high-intensity routines, choreographed by professional instructors. Jab, weave, and uppercut your way through the levels in time to pumping tracks. Upload your own music and instantly create a tailored boxing workout.

By playing BoxVR regularly you can increase your energy levels, build strength, lose weight, and improve your overall health.

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Testimonial

Emma Shoesmith, Head of Brand — FitXR

I contacted Olly for help making our business stand out online. We had a strong look and some clear brand values but we were lacking a consistent tone of voice. Olly understood what were trying to achieve straightaway. He wrote awesome website copy that does exactly what we asked — sell, but not too hard, and be direct, yet friendly and informative.

Olly’s feedback was great and he’s full of ideas. He saw things from a different angle, which enabled us to step out of our company bubble and look at the big picture. I look forward to working with Olly again and hopefully attending one of his copywriting workshops.

 

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