Fabrik Brands SEO Copywriting

Fabrik logo - Fabrik Brands SEO Copywriting

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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

FXlogo - FitXR Tone of Voice Development and Copywriting

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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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The Bear Kitchen – Web, Flyer and Poster Copywriting

Bear logo - The Bear Kitchen - Web, Flyer and Poster Copywriting

Bear logo 1828f33795b48d778473863e0eb3767a - The Bear Kitchen - Web, Flyer and Poster Copywriting

Brief

Food is a subject that’s very close to my heart. Or should that be stomach? Either way, I was thrilled to be contacted by The Bear Kitchen: an ambitious young company that wants to change the world by changing the way we eat. Co-founder Jens called me in need of web copy, as well as copy for a flyer and a poster.

Thoughts

My challenge was to turn Jens’ vast knowledge and undeniable passion into effective web copy. You have only limited time to convert a visitor to your website. You can’t say everything so you have to make tough choices about what goes in and what’s left out. The Bear Kitchen vision is huge—to reduce the risk of ecological meltdown by encouraging the rich world to eat less meat—but their requirements at the time were simple. Jens needed a tone of voice that would convey enthusiasm but also the seriousness of what they are trying to achieve.

Result

The website did its job and the supper clubs were sell-out affairs. I went to one myself and deeply enjoyable it was too. The web copy concisely communicates what they’re all about. Making the bear female was a nice touch. Just a tiny way of sticking it to the patriarchy.

Bear Kitchen sample content

Eat Your Way to a Better World

You have the power to change the world. How? By choosing to eat better food. We founded The Bear Kitchen to help you do just that. Our supper clubs and event catering service bring together food lovers who care about what they eat, and the planet it comes from.

This is not about diets, deprivation or turning foods into enemies. Food is joy. But we fully respect individual choices. Vegetarians, vegans, omnivores: all are welcome at The Bear Kitchen. We want to unite people around the pleasure of eating well.

Our philosophy is simple: eat like a bear. Our furry friend has no concept of local or seasonal ingredients, but she eats nothing else. She munches mostly plants, and treats herself occasionally to good quality fish and meat. Oh, and she’s never heard of a factory farm. She’d feel right at home with our menus. And so, we hope, will you.

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Huckle the Barber Blog

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Brief

Huckle the Barber is a smart, gents barber with two shops in London. Chris Ward, founder and owner, wanted interesting, light-hearted content to help raise the brand’s online profile and engage their high-earning clientele.

I devised a content marketing strategy and began writing a fornightly blog. Recent posts include an interview with Oliver Spencer, a guide to clippers and trimmers, and a rallying cry for bald men everywhere to embrace their inner super villain

Thoughts

Huckle is smart but not stuffy, so my approach was to create sophisticated posts, written in an informal and witty voice that speaks directly to the audience. You can find the blog here.

What the client said: >

Huckle the Barber sample content

Going bald? Embrace it.
You might be a super villain

We never noticed it before. That’s how entrenched the negative portrayal of bald people in popular culture is. But thanks to this Youtube video we’ve woken up to the poisonous smear campaign terrorising the folliclely disabled.

Here are just two examples. Darth Vader begins life with decadent flowing locks. Then he discovers the Dark Side and the Bald Side simultaneously. Arnie always plays hirsute heroes. Except in Batman & Robin where, as the evil Mr. Freeze, he’s, you guessed it – BALD.

Joking aside, losing your hair is devastating. The shocking fact is 50% of men will experience some degree of male pattern baldness by the time they’re 50. You know what’s even sadder? There’s no cure and it’s caused by your own hormones. Cheers, biology..

Screenshots from the Huckle the Barber blog

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Testimonial

Chris Ward, Founder & Owner – Huckle the Barber

I needed content to engage with Huckle the Barber’s clients but I’m a barber, not a writer, and I’m pushed for time. Olly wrote quality marketing communications that cut through the fluff and weren’t too salesly. He got my brand straightaway and his copy hit the right tone.

He offered great advice and turned the work around with a professional and personable attitude. Hiring Olly is money well spent and I’d recommend him to any business. It’s the perfect solution for busy people who need copy: after briefing you can leave the job in his hands and you don’t have to worry – another box ticked.

 

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The Flower Appreciation Society

Flower Appreciation Society (1)

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Brief

The Flower Appreciation Society has been making flowers lovers happy for almost a decade. They are pioneers of the fresh, wild style that has helped drag floristry from its formality-dogged stupor. When they needed a new website they called me to write the lot.

Thoughts

The floristry market is super competitive, especially in London. The challenge was to help The Flower Appreciation Society stand out, communicate their passion and expertise, and highlight the fantastic brands they’ve worked with. All done with engaging copy as warm as the personalities of the founders, Anna and Ellie. No problem.

Result

The new website is receiving more traffic, bookings of The Flower Appreciation Society’s renowned floristy workshops have increased significantly and the site is now ranked third on Google, organically, for one of the company’s most important long tail keywords.

What the client said: >

The Flower Appreciation Society sample content

Our Story

When we met, pulling pints in a Hackney pub, we never dreamt we’d get this far. We started by creating flower arrangements for the Scolt Head in De Beauvoir. Now, nearly ten years later, we spend our days making couples happy and working with brilliant brands. It’s been quite a journey – we love what we do.

We were united by ‘visual thinking’ and a shared love of flowers. Our backgrounds in illustration (Anna) and textile design (Ellie) complement each other and inform our wild, natural style.

Today, our small but thriving team creates flowery magic at our studio in Hackney, East London. Come and say hello.
Our Garden

To really understand flowers we knew we had to grow our own, and now we do. We transformed a disused backyard in Hackney into an urban oasis. In spring and summer – when the sun shines and bees buzz around the cosmos, dahlias, snap dragons and poppies – there’s no place we’d rather be.

Our admiration for flowers deepened while we nurtured them from seed to maturity. It’s honed our eye for detail too. We love bendy stems, frilly petals and trailing vines; untamed touches that add character and intrigue to our arrangements.

Screenshots from The Flower Appreciation Society website

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Testimonial

Ellie Jauncey, Director and Co-founder – The Flower Appreciation Society

Our website needed a complete overhaul, to transform it from a site that looked pretty to one that worked hard to boost our brand. Our objectives were to attract more affluent clientele, stand out in a saturated market and sell our floristry workshops online. It was important to communicate our expertise and the bespoke service we offer.

Olly helped us do this with his clear, straightforward language, emphasising our passion and experience. The website content had to sound conversational and personable, as well as high-end and professional. Olly captured this tone of voice perfectly. His copy sells us without feeling like it’s selling.

We’d recommend Olly to any business needing copywriting services. He was very thorough in the initial briefing sessions, and understood our brand and what we were trying to achieve quickly. He encouraged us to be brave and use language which spoke to the customer, rather than looking inwards.

Before we worked with Olly, we didn’t realise the value of professional copywriting. But the difference is clear. We’re thrilled with our new website. The copy makes it shine.

 

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Rolls-Royce Copywriting at Goodwood

Rolls-Royce logo

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Brief

Who hasn’t heard of Rolls-Royce? It’s an iconic brand no doubt, but few people know the story of the risk-taking, ruling-breaking pioneers who founded the company. Charles Rolls was an aristrocratic daredevil, Henry Royce a working class engineering genius. Together they made history.

I was hired by ENERGY for Rolls-Royce copywriting at Goodwood Festival of Speeed in 2017. The stand was showcasing the Black Badge range; Rolls Royce’s menacing alter ego and their most powerful cars to date.

Thoughts

The challenge was to digest a huge amount of historical information in a short period, choose the most compelling anecdotes, then retell them for an event audience. The copy was displayed on panels around the beautifully designed stand.

Result

The production was very well received by festival goers, Rolls-Royce’s top brass and the wealthy individuals who placed orders during the festival. Rolls-Royce had a target for the number of Black Badge rollers they wanted to sell over the six months following the event. Thanks to the powerful impact of the stand, and the way it invoked the bold spirit of the company’s founders, that target was smashed in four days.

Rolls-Royce sold almost 30 new cars as a result of their Goodwood display, and the stand won a gold award at the Field Marketing and Brand Experience Awards 2017.

What the client said: >

Rolls-Royce sample content

‘The power of flight is a fresh gift from the Creator, the greatest treasure yet given to man’
Charles Rolls, co-founder of Rolls-Royce

8 October 1908 – a day that changed Charles Rolls’ life. It was a clear, crisp autumn morning at Camp d’Auvours near Le Mans, France. Conditions were perfect. They had to be. Early aircraft—flimsy constructions of wood and cloth—were alarmingly prone to sudden exits from the sky. Rolls, wearing a high collar, necktie and breast pocket handkerchief, seemed overdressed next to the pilot, Wilbur Wright, who wore a simple cap.

The Wright Flyer’s 25 hp engine roared to life. The machine was catapulted along the launching rail. The nose dipped. Then, to the relief of the massed crowd, the unlikely contraption rose gracefully to reach its top speed of 40 mph.

Rolls was only the third Englishman ever to experience powered flight. The event affected him so profoundly that in 1910 he resigned as technical managing director of Rolls-Royce to dedicate his life to flying. The same year he became the first man to make a non-stop double crossing of the English Channel.

On 12 July 1910 Rolls was killed when the tail of his plane broke off during a flying display at Bournemouth. He was 32.

Images from Goodwood Festival of Speed

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Testimonial

Lee Jobling, Creative Director – ENERGY (brand experience agency)

The challenge for us at ENERGY was to create a show-stopping experience for Rolls-Royce at Goodwood Festival of Speed. The experience featured Rolls-Royce’s trilogy of Black Badge models: Wraith, Ghost and the new Dawn. Black Badge is Rolls-Royce’s edgier and darker alter ego, aimed at a younger audience.

Alongside the cars themselves, we wanted to convey the history of Rolls-Royce, from its pioneering inception right up to the modern day, to demonstrate how the Black Badge spirit has always been part of the brand, as embodied by the founders Charles Rolls and Henry Royce. Easy, right?

Olly’s Rolls-Royce copywriting told the story beautifully, picking out exciting highlights from Rolls-Royce’s epic history, and weaving the Black Badge spirit throughout. He created an engaging and informative narrative that was displayed on panels, and which visitors to the stand actually stopped to read! The story was at the heart of the experience, so great copy was vital to its success.

Olly is professional and very easy to work with. The copy he produced was outstanding and I loved the fact that he gave us options for how we could tell the story. He also managed to nail it on the first go, with only minor amends needed.

After using Olly for the first time, I’m confident that whatever he writes will be high quality. And I know I can leave him to get on with the job with minimal supervision. The way he went about researching and writing for this project leaves me with no doubt that he can deliver copy for whatever sector or client I might need.

He’s a bloody nice bloke and he’ll be my first port of call for future copywriting jobs.

 

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The Toronto Star

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Brief

I was commissioned by the Toronto Star to write several pieces on skiing in Europe. On a press trip hosted by Best of the Alps, I visited Lech, Austria, and met an Olympic legend.

Sample Copy

Lech – the Cradle of Alpine Skiing

I’m gazing into a cabinet packed with medals and trophies, including gold from the 1962 world championships and 1964 Olympics, well-polished and arranged in neat rows on the green baize. As I admire the haul its owner, Egon Zimmerman, appears wearing a huge grin. At 76, he looks quite different from the airborne figure painted 15 ft high on the outside of his hotel—the luxurious yet cosy Kristberg, in Lech, Austria—but his handshake is firm.

Lech is one of a group of resort towns that evolved from farming communities in the Alrberg, named after the massif which dominates the landscape, and known as the cradle of alpine skiing. In nearby St. Anton more than a century ago Hannes Schneider pioneered the techniques that became the foundations of the modern sport. I’m here for my first runs of the season and, as an intermediate but somewhat rusty skier, I can only hope there is something in the water.

Lech-Zürs (as the ski area is known) now has 283 km of groomed pistes of all levels and 200 km of free-riding. If the mooted lift connection between Zürs and St. Anton is made it will create the largest network of slopes in Austria. A short walk through the pretty town (sophisticated without being flashy) brings me to Strolz, fabled maker of custom ski boots, where I collect my (off-the-shelf) gear. When Egon sped to victory at Chamonix and Innsbruck he did so in Strolz boots.

Transplanted from the city to this lofty perch I feel an anticipatory burst of adrenaline as the Schlegelkopf I chairlift whisks me up the mountainside through the ice-fresh morning air. I had planned to ski the White Ring, a 22 km circuit of groomed pistes with 5,500 m of vertical connected by seven lifts, but snowfall has been light and not all sections are open.

At the top of the Kriegerhorn lift the view is spectacular. Carolin, my guide, names each peak in turn as we look north towards Germany and then south into Switzerland. The valley here starts high, at over 1,400 m, which means the vistas are expansive and, as Carolin explains: “There is more sun, so the people are happier.”

The weather is indeed glorious and we carve down uncrowded blues and reds until lunchtime before sweeping into Oberlech, a tiny ski-in ski-out village, to refuel on the terrace of the Hotel Goldener Berg. Austrian food is hearty, perfect for active appetites, and the mountains are sprinkled with delicious eateries. The generous portions might go some way to explaining why European ski culture is a little more relaxed than North America’s. As one Canadian I met put it: “Back home it’s all about clocking vertical. You adjust to a different pace here. It’s slower, more sociable.”

After an espresso to cut through the calories it’s back on the piste. South facing slopes and manmade snow make for icy conditions and I scrub my way down the steeper sections. I imagine Egon as a boy in the 50s, with no formal training and second-hand equipment, charging down these mountains on his way to glory.

A session without a major wipeout is a victory for me and it’s with sore legs and soaring spirits that I put in the final turns of the day. Back at the Kristberg Egon is waiting with a glass of schnapps and a nugget of wisdom. “Talent is paper thin. It’s hard work that counts.”

With skiing this good on the doorstep, you won’t find me slacking.

Sample Page

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Suitcase Magazine

SUITCASE Magazine logo
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Brief

Suitcase Magazine have a beautiful website where travel and fashion stories are collated for their devoted readers. They commissioned me to write a mini guide to Lisbon.

Sample Copy

Lisbon: The Perfect City Guide

It’s hard not to be charmed by Lisbon. Sprinkled over seven hills on the bank of the River Tagus, the city, one of Europe’s oldest and most beautiful, vibrates to the echoes of history while at the same time thrusting forward with infectious optimism.

The hills, trams, thriving gay scene and bridge designed by the same architect earn comparisons with San Francisco, but Lisbon’s soul is uniquely Portuguese. A stroll will take you from medieval ramparts; through cobbled alleyways lined with family-run restaurants and drinking dens; past crumbling buildings adorned with street art three storeys high; onto Praça do Comércio, the size of five football pitches and ringed with monumental architecture; and finally to riverside clubs where revellers dance all night, energised by the prospect of a prosperous future.

Portugal’s battered economy is bouncing back from the Eurozone crisis and Lisbon is leading the way: renovating rundown areas, supporting local businesses and attracting entrepreneurship – a forward-looking mentality that is allowing creativity to flourish.

Doubtless Lisbon’s contemporary culture is inspired by Portugal’s colonial past, with Angolan, Brazilian, Goan and Mozambican influences meshing in this cosmopolitan capital. Whether you want to eat kulyachem tonak (Goan crab curry), rave all night to kudoro (high-speed Angolan dance music), or sip ginjinha (cherry liqueur) from a hole-in-the-wall bar, curious senses will be satisfied.

Exploration is a pleasure as the sun shines more often than not here on the edge of Europe (a Lisboeta would say the centre), illuminating vistas from rooftop bars and miradouros (public viewpoints), encouraging dining, drinking and dancing outside, and warmly nudging you to peak around just one more corner.

What you find may reveal the sense of the Portuguese word saudade. There is no direct translation but its essence is of a bittersweet longing, like that of a woman who marries a man who goes to sea. Whatever you’re yearning for, Lisbon is a good place to come and find it, or, have so much fun that you’ll forget.

Here is a selection of my favourite places to stay, eat, drink/dance and things to see and do…

Sample Page

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The Telegraph

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Brief

This piece, about a water buffalo fighting tournament in Vietnam, won the Daily Telegraph Just Back travel writing competition.

Sample Copy

A Raging Buffalo Battle

A track leads away from the highway into the jungle where a pit of bare earth gapes like a fresh wound. Several thousand people stand on terraces 70 feet high carved into the clay by excavators. All eyes on the arena, which lies empty, waiting.

The air clings with the smell of popcorn and barbecued pork. Families gather with their boisterous broods, buying drinks and snacks from vendors who have set up shop on low plastic tables. It’s Saturday in the Bac Quang district of northern Vietnam and the water buffalo tournament is in town.

Men slide heavy wooden poles aside and two magnificent buffalo bulls are led into the public gaze, the numbers 18 and 32 chalked on their backs. I brace myself for the inevitable violence but…nothing. Officials, tiny from our distant perch, look foolish whacking the half ton slabs of muscle on their backsides, cajoling them to rage. Then…18 nuzzles up to 32 and licks his neck.

A roar goes upfrom the crowd. The announcer’s voice rings from the PA system, shrill with excitement. This brotherly love is unprecedented. Five long minutes later something snaps and they lock horns. Thirty-two drives forward and, after a few seconds of resistance, 18 swivels to flee.

The next contest is pure fury. Number 31 bulldozes straight at number 48, closing the 20 metre gap in seconds. Forty-eight is oblivious to the snorting thunder bearing down on him. Just in time he lifts his head and two horn bosses collide sending a shudder down the flanks of both animals.

Now their thick necks are bent into the battle, the tops of their heads brushing the dirt. Hooves grind the earth as the initiative switches from beast to beast. Testosterone flows in the deadly struggle and the fleshy red tubes of their penises are exposed.

Thirty-one forces 48 backwards across the arena. An imperceptible shift of weight and 48 is on the offensive, regaining lost ground. Until, suddenly, 48 knows his opponent’s superiority and surrenders. He makes for the corner of the arena and hurls himself against the wooden gate but there is no escape. Thirty-one smashes into his side and knocks him to the ground, legs flailing. A flash of horns driving into exposed chest. Men hurry to intervene, wary of being crushed, dancing to drape flags over the rampager’s head – taking the target from view, damping the murderous flames.

Thirty-one will fight again in a bid to win the 45,000,000 Vietnamese Dong (£1,400) prize. But ultimately all competitors share the same fate: skilful dissection with a butcher’s knife, flesh hacked into profit. Outside the arena, yellow chits litter the floor. The iron tang of blood claws from stalls where hunks of fresh meat glisten.

Delicious, I’m told, and expensive at 280,000 Dong (£9) per kilo. Down by the river; a freshly stripped buffalo rib cage, massive, the white bones in stark contrast to the dark figures working on it, the muddy bank and the churning chocolate river.

Sample Page

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Cliveden Conservation 03

Cliveden Conservation logo
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Brief

Cliveden Conservation restores and conserves the UK’s most beautiful historic buildings. It’s only right they should share this brilliant work. They hired me to produce a client newsletter covering the highlights of their busy schedule in 2015 and 2016, including an introduction from the Managing Director.

Thoughts

The MD and I chatted on the phone to identify the Cliveden Conservation highlights he wanted to cover in his introduction to the newsletter. Then I wrote the copy in an appropriate tone.

What the client said: >

Sample Copy

From the Managing Director

“I’m thrilled that, since our last newsletter in 2015, Cliveden Conservation has continued to consolidate its position in the conservation industry to become, increasingly, the number one choice for many interesting research, conservation and restoration projects…

…The increasing scale of the jobs that we take on demonstrates the maturity of the company, which has grown from a small statue conservation workshop to a major conservation organisation with teams based across three sites… …Our award-winning restoration of the Gothic Tower at Wimpole House is a perfect example of this development (read the full story here). It was fantastic to work with Donald Insall Associates on behalf of the National Trust and restore public access to this unique piece of architectural heritage… Cliveden Conservation not only works to restore what remains but to return what has been lost. Or, in the case of the final project I would like to mention, sold. Returning the statuary to the monumental gardens at Stowe is one such effort and a personal passion project. 2015 saw the start of a new phase of this restoration…”

Lewis Proudfoot, Stone Section Manager – Cliveden Conservation
We needed a newsletter to keep our clients, colleagues and fellow conservation industry members up to speed. Previously we’ve done it in-house, but with a heavy workload and tight timeframe we decided to outsource. Olly gathered stories from our three regional workshops on completed, upcoming and award-winning projects. He took the time to interview individuals and found the best angles for the stories.

He listened to the brief, understood our requirements and wrote in a friendly but authoritative tone, just right for our large, diverse readership. He made the deadline despite the challenges of liaising with multiple stakeholders. Olly hasan eye for detail and careful research. His copywriting services combine the rigour of a journalist with the adaptability of a commercial writer. Highly recommended.
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