Should your agency have Tone of Voice guidelines?

Should your agency have Tone of Voice guidelines?

When working with larger companies, I've often been given a very handy set of Tone of Voice guidelines.  Perhaps you're wondering if this is something your agency should invest in?  Let's take a look. What are Tone of Voice guidelines? Tone of Voice guidelines set out how you want your brand to sound.  It's all about creating a consistent language to be used in all your written content, from websites to social media to brochures and everything in between. These guidelines will encompass how you want to sound, your style choices (fonts and punctuation, etc.) and overall personality.   They are not a list of words you can and can't use.  They're exactly what they say they are - guidelines to help you and your writers choose the language that fits your brand. Do you need these guidelines? Tone of Voice guidelines will help you keep your content consistent.  They're especially useful if you regularly bring freelancers on board - it's incredibly helpful to be given some guidance when you start writing for a new client. sds When working with larger companies, I've often been given a very handy set of Tone of Voice guidelines.  Perhaps you're wondering if this is something your agency should invest in?  Let's take a look. What are Tone of Voice guidelines? Tone of Voice guidelines set out how you want your brand to sound.  It's all about creating a consistent language to be used in all your written content, from websites to social media to brochures and everything in between. These guidelines will encompass how you want to sound, your style choices (fonts and punctuation, etc.) and overall personality.   They are not a list of words you can and can't use.  They're exactly what they say they are - guidelines to help you and your writers choose the language that fits your brand. Do you need these guidelines? Tone of Voice guidelines will help you keep your content consistent.  They're especially useful if you regularly bring freelancers on board - it's incredibly helpful to be given some guidance when you start writing for a new client. Having a consistent voice means your brand will be more distinctive and easy to recognise.   What's involved in creating these guidelines? sds When working with larger companies, I've often been given a very handy set of Tone of Voice guidelines.  Perhaps you're wondering if this is something your agency should invest in?  Let's take a look. What are Tone of Voice guidelines? Tone of Voice guidelines set out how you want your brand to sound.  It's all about creating a consistent language to be used in all your written content, from websites to social media to brochures and everything in between. These guidelines will encompass how you want to sound, your style choices (fonts and punctuation, etc.) and overall personality.   They are not a list of words you can and can't use.  They're exactly what they say they are - guidelines to help you and your writers choose the language that fits your brand. Do you need these guidelines? Tone of Voice guidelines will help you keep your content consistent.  They're especially useful if you regularly bring freelancers on board - it's incredibly helpful to be given some guidance when you start writing for a new client. Having a consistent voice means your brand will be more distinctive and easy to recognise.   What's involved in creating these guidelines? sds
I've done something stupid...

I've done something stupid...

Time will tell just how stupid it was. But, before I tell you what it was, let's dive into the backstory. Various reasons led to me gaining weight in 2020/2021.  Nothing major, and I'm well within the recommendations for my height.  But it was enough to make me sad every time I looked in the mirror.  I went from having a totally flat stomach to having rolls of fat in places I never had.  And, while everyone was very supportive and said all the usual kind words ("Oh, no, you look great!"), it didn't matter.  Because I knew I didn't want to be this way. So I joined a badminton club.  I bought an exercise bike.  I stopped eating.  Again.  And it worked for a bit.  I did lose a little weight.  But those stubborn rolls of fat round my tummy and abs wouldn't shift. Then I did the stupid thing.  I signed up for 12 weeks of fitness help with Phil Agostino.   Why was this stupid?  Because I'm genuinely terrified and not sure I'll be able to see it through. I'd seen Phil's posts on LinkedIn and before and after photos of my friend and mentor, Jon McCulloch, who had worked with Phil.  While I didn't want the six-pack, I did want to look better and feel better - and it wasn't working on my own. Phil took time to get to know what I was looking to achieve, what I was currently doing and then put together a plan of what I should be doing.  Over the course of the next twelve weeks, I'll be blogging about how it's working and what I'm doing.  I won't share the "before" photographs Phil made me take because, honestly, they made me cry.  But, maybe, if there's significant improvement, I'll share the "afters."  Maybe.   Day One The first thing Phil told me was that I needed to create a calorie deficit.  I already knew this and was trying to do that by eating as little as possible.  This, Phil kindly informed me, was not the way to do things.  We're aiming for 1,400 calories a day because I weigh 140 pounds.  (I used to be 98 back in the good old days.) I switched my toast for two boiled eggs and patted myself on the back that I had had a healthy breakfast.  Although I was surprised by how much fat is in an egg!   I decided if I skipped lunch, I could have a nicer dinner.  Don't tell Phil.   I exercised for 20 minutes on my bike.  I bought fitness bands that haven't arrived yet and that I'm sure I'll get tangled up and twang myself with.  I read Phil's notes.  I watched Phil's videos.  I felt very overwhelmed.   Needing support, I told a friend what I was going to do.  "Oh dear," they said.  "I don't know why people bother with that." Although their comment wasn't as supportive as I wanted, they made a good point - a point that Phil had also made.  Why?  Why bother?  One of the main points I gleaned from listening to Phil was that, without a compelling reason for getting fit, it's all too easy to make excuses and wriggle out of your exercise and healthy eating.  Fortunately, I'm a very determined little thing (in the words of Dick King-Smith: "small but very determined") - however, I wrote down my reasons for wanting to do this, recognising that this is a very important step.  I've seen friends lose weight and then meet a set-back and give up, because they didn't have a compelling reason.   Was any of that progress?  I've no idea.  Day Two sdsd Time will tell just how stupid it was. But, before I tell you what it was, let's dive into the backstory. Various reasons led to me gaining weight in 2020/2021.  Nothing major, and I'm well within the recommendations for my height.  But it was enough to make me sad every time I looked in the mirror.  I went from having a totally flat stomach to having rolls of fat in places I never had.  And, while everyone was very supportive and said all the usual kind words ("Oh, no, you look great!"), it didn't matter.  Because I knew I didn't want to be this way. So I joined a badminton club.  I bought an exercise bike.  I stopped eating.  Again.  And it worked for a bit.  I did lose a little weight.  But those stubborn rolls of fat round my tummy and abs wouldn't shift. Then I did the stupid thing.  I signed up for 12 weeks of fitness help with Phil Agostino.   Why was this stupid?  Because I'm genuinely terrified and not sure I'll be able to see it through. I'd seen Phil's posts on LinkedIn and before and after photos of my friend and mentor, Jon McCulloch, who had worked with Phil.  While I didn't want the six-pack, I did want to look better and feel better - and it wasn't working on my own. Phil took time to get to know what I was looking to achieve, what I was currently doing and then put together a plan of what I should be doing.  Over the course of the next twelve weeks, I'll be blogging about how it's working and what I'm doing.  I won't share the "before" photographs Phil made me take because, honestly, they made me cry.  But, maybe, if there's significant improvement, I'll share the "afters."  Maybe.   Day One The first thing Phil told me was that I needed to create a calorie deficit.  I already knew this and was trying to do that by eating as little as possible.  This, Phil kindly informed me, was not the way to do things.  We're aiming for 1,400 calories a day because I weigh 140 pounds.  (I used to be 98 back in the good old days.) I switched my toast for two boiled eggs and patted myself on the back that I had had a healthy breakfast.  Although I was surprised by how much fat is in an egg!  This was followed by homemade macaroni cheese for lunch, but no dinner because I wasn't terribly hungry - and because I was already over my fat and calorie count.  I exercised for 20 minutes on my bike.  I bought fitness bands that haven't arrived yet and that I'm sure I'll get tangled up and twang myself with.  I read Phil's notes.  I watched Phil's videos.  I felt very overwhelmed.   Needing support, I told a friend what I was going to do.  "Oh dear," they said.  "I don't know why people bother with that." Although their comment wasn't as supportive as I wanted, they made a good point - a point that Phil had also made.  Why?  Why bother?  One of the main points I gleaned from listening to Phil was that, without a compelling reason for getting fit, it's all too easy to make excuses and wriggle out of your exercise and healthy eating.  Fortunately, I'm a very determined little thing (in the words of Dick King-Smith: "small but very determined") - however, I wrote down my reasons for wanting to do this, recognising that this is a very important step.  I've seen friends lose weight and then meet a set-back and give up, because they didn't have a compelling reason.   Was any of that progress?  I've no idea.  Day Two sdsd Time will tell just how stupid it was. But, before I tell you what it was, let's dive into the backstory. Various reasons led to me gaining weight in 2020/2021.  Nothing major, and I'm well within the recommendations for my height.  But it was enough to make me sad every time I looked in the mirror.  I went from having a totally flat stomach to having rolls of fat in places I never had.  And, while everyone was very supportive and said all the usual kind words ("Oh, no, you look great!"), it didn't matter.  Because I knew I didn't want to be this way. So I joined a badminton club.  I bought an exercise bike.  I stopped eating.  Again.  And it worked for a bit.  I did lose a little weight.  But those stubborn rolls of fat round my tummy and abs wouldn't shift. Then I did the stupid thing.  I signed up for 12 weeks of fitness help with Phil Agostino.   Why was this stupid?  Because I'm genuinely terrified and not sure I'll be able to see it through. I'd seen Phil's posts on LinkedIn and before and after photos of my friend and mentor, Jon McCulloch, who had worked with Phil.  While I didn't want the six-pack, I did want to look better and feel better - and it wasn't working on my own. Phil took time to get to know what I was looking to achieve, what I was currently doing and then put together a plan of what I should be doing.  Over the course of the next twelve weeks, I'll be blogging about how it's working and what I'm doing.  I won't share the "before" photographs Phil made me take because, honestly, they made me cry.  But, maybe, if there's significant improvement, I'll share the "afters."  Maybe.   Day One The first thing Phil told me was that I needed to create a calorie deficit.  I already knew this and was trying to do that by eating as little as possible.  This, Phil kindly informed me, was not the way to do things.  We're aiming for 1,400 calories a day because I weigh 140 pounds.  (I used to be 98 back in the good old days.) I switched my toast for two boiled eggs and patted myself on the back that I had had a healthy breakfast.  Although I was surprised by how much fat is in an egg!  This was followed by homemade macaroni cheese for lunch, but no dinner because I wasn't terribly hungry - and because I was already over my fat and calorie count.  I exercised for 20 minutes on my bike.  I bought fitness bands that haven't arrived yet and that I'm sure I'll get tangled up and twang myself with.  I read Phil's notes.  I watched Phil's videos.  I felt very overwhelmed.   Needing support, I told a friend what I was going to do.  "Oh dear," they said.  "I don't know why people bother with that." Although their comment wasn't as supportive as I wanted, they made a good point - a point that Phil had also made.  Why?  Why bother?  One of the main points I gleaned from listening to Phil was that, without a compelling reason for getting fit, it's all too easy to make excuses and wriggle out of your exercise and healthy eating.  Fortunately, I'm a very determined little thing (in the words of Dick King-Smith: "small but very determined") - however, I wrote down my reasons for wanting to do this, recognising that this is a very important step.  I've seen friends lose weight and then meet a set-back and give up, because they didn't have a compelling reason.   Was any of that progress?  I've no idea.  Day Two The bands came, predictably after I finished my exercise routine. I was nervous and put off doing it for as long as possible.   Today, I was focusing on the lower body and Phil had created a customised workout for this.  After (eventually) finding them in the app (who knew you just had to tap on "Home lower body workout"?)  I began with a general warm up (five minutes on my exercise bike), then something called a side lying clam (which I did very poorly.)  On to glute bridge (lying on your back lifting your thighs), hamstring curls and squats.  All of these were extremely easy as I wasn't using the bands.   There was a huge difference when I began doing something called a dumbbell reverse lunge.  Yikes!   Last on the agenda was a half plank - which I was rotten at!  I lasted for approximately ten seconds, with the aim being to last 60.   However, my muscles were pleasantly sore - the kind of ache that feels good because you know you've worked hard.  This inspired me to do an extra five minutes on the bike to cap it all off. I felt extremely positive as I made myself a cheese salad and planned what I was going to have for my Friday night takeaway.  (Phil says I can have my takeaway if I plan the other meals carefully.) Conclusions Honestly, I doubt anyone has actually read this far.  And I certainly didn't mean my professional copywriting website to turn into some kind of boot camp diary.  But, when you think about it, self care, exercise and healthy eating have a direct bearing on the kind of work I'll be producing.  If I feel good, I'll write better than if I'm distracted by how miserable I feel.  This is probably the most honest, raw piece of writing I've done outside the confines of my diary - and what better to do with it than post it online for all and sundry to read! Time will tell just how stupid it was. But, before I tell you what it was, let's dive into the backstory. Various reasons led to me gaining weight in 2020/2021.  Nothing major, and I'm well within the recommendations for my height.  But it was enough to make me sad every time I looked in the mirror.  I went from having a totally flat stomach to having rolls of fat in places I never had.  And, while everyone was very supportive and said all the usual kind words ("Oh, no, you look great!"), it didn't matter.  Because I knew I didn't want to be this way. So I joined a badminton club.  I bought an exercise bike.  I ate as little as possible.  And it worked for a bit.  I did lose a little weight.  But those stubborn rolls of fat round my tummy and abs wouldn't shift. Then I did the stupid thing.  I signed up for 12 weeks of fitness help with Phil Agostino.   Why was this stupid?  Because I'm genuinely terrified and not sure I'll be able to see it through. I'd seen Phil's posts on LinkedIn and before and after photos of my friend and mentor, Jon McCulloch, who had worked with Phil.  While I didn't want the six-pack, I did want to look better and feel better - and it wasn't working on my own. Phil took time to get to know what I was looking to achieve, what I was currently doing and then put together a plan of what I should be doing.  Over the course of the next twelve weeks, I'll be blogging about how it's working and what I'm doing.  I won't share the "before" photographs Phil made me take because, honestly, they made me cry.  But, maybe, if there's significant improvement, I'll share the "afters."  Maybe.   Day One The first thing Phil told me was that I needed to create a calorie deficit.  I already knew this and was trying to do that by eating as little as possible.  This, Phil kindly informed me, was not the way to do things.  We're aiming for 1,400 calories a day because I weigh 140 pounds.  (I used to be 98 back in the good old days.) I switched my toast for two boiled eggs and patted myself on the back that I had had a healthy breakfast.  Although I was surprised by how much fat is in an egg!  This was followed by homemade macaroni cheese for lunch, but no dinner because I wasn't terribly hungry - and because I was already over my fat and calorie count.  I exercised for 20 minutes on my bike.  I bought fitness bands that haven't arrived yet and that I'm sure I'll get tangled up and twang myself with.  I read Phil's notes.  I watched Phil's videos.  I felt very overwhelmed.   Needing support, I told a friend what I was going to do.  "Oh dear," they said.  "I don't know why people bother with that." Although their comment wasn't as supportive as I wanted, they made a good point - a point that Phil had also made.  Why?  Why bother?  One of the main points I gleaned from listening to Phil was that, without a compelling reason for getting fit, it's all too easy to make excuses and wriggle out of your exercise and healthy eating.  Fortunately, I'm a very determined little thing (in the words of Dick King-Smith: "small but very determined") - however, I wrote down my reasons for wanting to do this, recognising that this is a very important step.  I've seen friends lose weight and then meet a set-back and give up, because they didn't have a compelling reason.   Was any of that progress?  I've no idea.  Day Two The bands came, predictably after I finished my exercise routine. I was nervous and put off doing it for as long as possible.   Today, I was focusing on the lower body and Phil had created a customised workout for this.  After (eventually) finding them in the app (who knew you just had to tap on "Home lower body workout"?)  I began with a general warm up (five minutes on my exercise bike), then something called a side lying clam (which I did very poorly.)  On to glute bridge (lying on your back lifting your thighs), hamstring curls and squats.  All of these were extremely easy as I wasn't using the bands.   There was a huge difference when I began doing something called a dumbbell reverse lunge.  Yikes!   Last on the agenda was a half plank - which I was rotten at!  I lasted for approximately ten seconds, with the aim being to last 60.   However, my muscles were pleasantly sore - the kind of ache that feels good because you know you've worked hard.  This inspired me to do an extra five minutes on the bike to cap it all off. I felt extremely positive as I made myself a cheese salad and planned what I was going to have for my Friday night takeaway.  (Phil says I can have my takeaway if I plan the other meals carefully.) Conclusions Honestly, I doubt anyone has actually read this far.  And I certainly didn't mean my professional copywriting website to turn into some kind of boot camp diary.  But, when you think about it, self care, exercise and healthy eating have a direct bearing on the kind of work I'll be producing.  If I feel good, I'll write better than if I'm distracted by how miserable I feel.  This is probably the most honest, raw piece of writing I've done outside the confines of my diary - and what better to do with it than post it online for all and sundry to read!
Copywriting for agencies

Copywriting for agencies

What can I bring to your agency?   Ever thought of bringing a freelance copywriter on board to help your agency out? There are multiple reasons why hiring freelance talent can help you get the job done to both your and your clients' satisfaction.  Here's why: Here when you need me - off the payroll when you don't You pay for my time, as and when you need it.  If I get the job done sooner than expected, I'll let you know.  Whether you need me for a half-day, a whole day or a couple of hours, I'll get the job done in a way that suits your timeframe. Location is no longer a limitation Hiring freelance talent means you have access to a worldwide pool of writers.  As a freelancer, they probably don't need to come into your office - meaning you won't miss out on talented writers just because they're in a remote area. It's a Covid-safe option Life is, thankfully, returning to a little bit of normality - but Covid hasn't gone away.  By staying at my desk in the Isle of Skye, I help keep your team safe - and still get the job done!   All well and good, you may be thinking, but how do you know I can deliver copy that gets results? Plenty of experience I've worked with some of the UK's top creative agencies, including Wunderman Thompson UK and Identity.  Whether you need someone with the self-motivation to get the job done alone or someone to integrate with your team, I've the experience and ability to do both. Rapports and relationships Regular work with agencies means I'm able to integrate as an (almost!) part of the team.  I'm able to latch on quickly to nail the briefs, tone of voice and working methods - so you get someone who works well with your company, without the commitment of hiring someone full-time. Here are just some of my services used by agencies all over the world. Email marketing campaign copy Email marketing is a powerful way to encourage your customers to take action, educate them or share some exciting news.  I've created email copy for brands such as Lexus, Microsoft, Everest Home Improvements and Samsung.   Social media copy On-brand posts for Facebook, Twitter and LinkedIn have proven a powerful way for brand's to showcase their latest news and achievements.  I've worked with agencies to create social media copy that their clients have loved. Web content SEO copywriting is essential to help your website or that of your client to get the attention it deserves.  I've worked with SEO agency, Savvy SEO, to create SEO copy for three very different websites.   Case studies Case studies are an effective way to showcase what you've done, who you did it for and what results it had.  Case studies don't have to be long and boring either - I recently worked with an agency to create a fun and funky case study in their playful tone of voice. UX copy UX copy or User Experience copy helps make the user experience easier, simpler and memorable (in a good way!)  I spent around a month creating UX copy for the client of an agency I work with - and learned a lot along the way.   Articles and PDFs Having a journalistic background is exceedingly helpful when it comes to creating articles and PDFs for my agency clients.   Scripts One of my recent projects involved creating a script from existing footage to form a short video.  I also scripted the trailer for the series.   Press releases After spending almost a decade as a journalist, I've been on the receiving end of many a press release - and I know how attention to detail can make the difference between your release being left unread in an inbox or making front-page news.   Direct mail Direct mail marketing is a tangible way to get information out of your office and into people’s hands. I’ve had the pleasure of creating luxury direct mail for Lexus. Done properly, it can be an effective marketing strategy. Blog posts Maybe you or your client already have SEO-friendly web content in place and just need regular blog posts to keep things fresh? Product descriptions A powerful product description can make your goods or services fly off the virtual shelf - or bore people into scrolling by and finding products elsewhere.  Let's make sure it's the former. Straplines and taglines Coming up with pithy phrases to sum up your organisation can be tricky.  Fortunately, I can say a lot in a few words. Proofreading and editing Agencies often get me in for a day to proofread and edit - it's a perfect way to get a second pair of eyes to sense-check your copy.   Anything else? Looking for a service that I haven't mentioned.  Send me a message anyway - chances are if I can't help out, I know someone who can. Ever thought of bringing a freelance copywriter on board to help your agency out? There are multiple reasons why hiring freelance talent can help you get the job done to both your and your clients' satisfaction.  Here's why: Here when you need me - off the payroll when you don't You pay for my time, as and when you need it.  If I get the job done sooner than expected, I'll let you know.  Whether you need me for a half-day, a whole day or a couple of hours, I'll get the job done in a way that suits your timeframe. Location is no longer a limitation Hiring freelance talent means you have access to a worldwide pool of writers.  As a freelancer, they probably don't need to come into your office - meaning you won't miss out on talented writers just because they're in a remote area. It's a Covid-safe option Life is, thankfully, returning to a little bit of normality - but Covid hasn't gone away.  By staying at my desk in the Isle of Skye, I help keep your team safe - and still get the job done!   All well and good, you may be thinking, but how do you know I can deliver copy that gets results? Plenty of experience I've worked with some of the UK's top creative agencies, including Wunderman Thompson UK and Identity.  Whether you need someone with the self-motivation to get the job done alone or someone to integrate with your team, I've the experience and ability to do both. Rapports and relationships Regular work with agencies means I'm able to integrate as an (almost!) part of the team.  I'm able to latch on quickly to nail the briefs, tone of voice and working methods - so you get someone who works well with your company, without the commitment of hiring someone full-time. Here are just some of my services used by agencies all over the world. Email marketing campaign copy Email marketing is a powerful way to encourage your customers to take action, educate them or share some exciting news.  I've created email copy for brands such as Lexus, Microsoft, Everest Home Improvements and Samsung.   Social media copy On-brand posts for Facebook, Twitter and LinkedIn have proven a powerful way for brand's to showcase their latest news and achievements.  I've worked with agencies to create social media copy that their clients have loved. Web content SEO copywriting is essential to help your website or that of your client to get the attention it deserves.  I've worked with SEO agency, Savvy SEO, to create SEO copy for three very different websites.   Case studies Case studies are an effective way to showcase what you've done, who you did it for and what results it had.  Case studies don't have to be long and boring either - I recently worked with an agency to create a fun and funky case study in their playful tone of voice. UX copy UX copy or User Experience copy helps make the user experience easier, simpler and memorable (in a good way!)  I spent around a month creating UX copy for the client of an agency I work with - and learned a lot along the way.   Articles and PDFs Having a journalistic background is exceedingly helpful when it comes to creating articles and PDFs for my agency clients.   Scripts One of my recent projects involved creating a script from existing footage to form a short video.  I also scripted the trailer for the series.   Press releases After spending almost a decade as a journalist, I've been on the receiving end of many a press release - and I know how attention to detail can make the difference between your release being left unread in an inbox or making front-page news.   Direct mail Direct mail marketing is a tangible way to get information out of your office and into people’s hands. I’ve had the pleasure of creating luxury direct mail for Lexus. Done properly, it can be an effective marketing strategy. Blog posts Maybe you or your client already have SEO-friendly web content in place and just need regular blog posts to keep things fresh? Product descriptions A powerful product description can make your goods or services fly off the virtual shelf - or bore people into scrolling by and finding products elsewhere.  Let's make sure it's the former. Straplines and taglines Coming up with pithy phrases to sum up your organisation can be tricky.  Fortunately, I can say a lot in a few words. Proofreading and editing Agencies often get me in for a day to proofread and edit - it's a perfect way to get a second pair of eyes to sense-check your copy.   Anything else? Looking for a service that I haven't mentioned.  Send me a message anyway - chances are if I can't help out, I know someone who can. Ever thought of bringing a freelance copywriter on board to help your agency out? There are multiple reasons why hiring freelance talent can help you get the job done to both your and your clients' satisfaction.  Here's why: Here when you need me - off the payroll when you don't You pay for my time, as and when you need it.  If I get the job done sooner than expected, I'll let you know.  Whether you need me for a half-day, a whole day or a couple of hours, I'll get the job done in a way that suits your timeframe. Location is no longer a limitation Hiring freelance talent means you have access to a worldwide pool of writers.  As a freelancer, they probably don't need to come into your office - meaning you won't miss out on talented writers just because they're in a remote area. It's a Covid-safe option Life is, thankfully, returning to a little bit of normality - but Covid hasn't gone away.  By staying at my desk in the Isle of Skye, I help keep your team safe - and still get the job done!   All well and good, you may be thinking, but how do you know I can deliver copy that gets results? Plenty of experience I've worked with some of the UK's top creative agencies, including Wunderman Thompson UK and Identity.  Whether you need someone with the self-motivation to get the job done alone or someone to integrate with your team, I've the experience and ability to do both. Rapports and relationships Regular work with agencies means I'm able to integrate as an (almost!) part of the team.  I'm able to latch on quickly to nail the briefs, tone of voice and working methods - so you get someone who works well with your company, without the commitment of hiring someone full-time. Here are just some of my services used by agencies all over the world. Email marketing campaign copy Email marketing is a powerful way to encourage your customers to take action, educate them or share some exciting news.  I've created email copy for brands such as Lexus, Microsoft, Everest Home Improvements and Samsung.   Social media copy On-brand posts for Facebook, Twitter and LinkedIn have proven a powerful way for brand's to showcase their latest news and achievements.  I've worked with agencies to create social media copy that their clients have loved. Web content SEO copywriting is essential to help your website or that of your client to get the attention it deserves.  I've worked with SEO agency, Savvy SEO, to create SEO copy for three very different websites.   Case studies Case studies are an effective way to showcase what you've done, who you did it for and what results it had.  Case studies don't have to be long and boring either - I recently worked with an agency to create a fun and funky case study in their playful tone of voice. UX copy UX copy or User Experience copy helps make the user experience easier, simpler and memorable (in a good way!)  I spent around a month creating UX copy for the client of an agency I work with - and learned a lot along the way.   Articles and PDFs Having a journalistic background is exceedingly helpful when it comes to creating articles and PDFs for my agency clients.   Scripts One of my recent projects involved creating a script from existing footage to form a short video.  I also scripted the trailer for the series.   Press releases After spending almost a decade as a journalist, I've been on the receiving end of many a press release - and I know how attention to detail can make the difference between your release being left unread in an inbox or making front-page news.   Direct mail Direct mail marketing is a tangible way to get information out of your office and into people’s hands. I’ve had the pleasure of creating luxury direct mail for Lexus. Done properly, it can be an effective marketing strategy. Blog posts Maybe you or your client already have SEO-friendly web content in place and just need regular blog posts to keep things fresh? Product descriptions A powerful product description can make your goods or services fly off the virtual shelf - or bore people into scrolling by and finding products elsewhere.  Let's make sure it's the former. Straplines and taglines Coming up with pithy phrases to sum up your organisation can be tricky.  Fortunately, I can say a lot in a few words. Proofreading and editing Agencies often get me in for a day to proofread and edit - it's a perfect way to get a second pair of eyes to sense-check your copy.   Anything else? Looking for a service that I haven't mentioned.  Send me a message anyway - chances are if I can't help out, I know someone who can.
Useful websites your freelance copywriter should know about

Useful websites your freelance copywriter should know about

One of the reasons I love working with agencies so much is the pool of resources available to dip into.  Having the perspective of a Strategist or someone to provide you with useful links is incredibly useful when it comes to saving time and creating copy that gets results. Here are a few websites you might want to share with your freelance copywriter.  I've found them all very useful in my work with agencies. Text Compare Let's say your copywriter hasn't tracked changes on the document, but your designer needs to know what new elements should be added to the design.  The Text Compare website is the perfect tool for the job.  You can paste up to two chunks of text and it will flag up all the differences. Percentage Increase Calculator My brain works with words - not numbers.  I despise calculations in any form and this little calculator has helped me figure out percentage increases quickly and easily.   Character Counter Your brief may contain a character count limit for certain items of copy.  I've found this tool invaluable in making sure I keep to the character count. Hour Calculator For a long time, I struggled to figure out how many hours I'd worked.  This little tool means I know exactly how long I've worked and it makes scheduling a lot simpler.
My copywriting process

My copywriting process

404.  This page cannot be found. Chances are, you've come across that error message multiple times as you've browsed the Internet.  It's the equivalent of driving down a road and discovering you've reached a dead end.  Instead of being a point of frustation, however, I see it as a way for brands and businesses to show off their creative side. Here are some examples... I've scoured the error messages of the Internet and put together some of my favourites. Lego I went to see the Lego film with a friend and the "Everything Is Awesome" song proved to be a real earworm.  Therefore, this error copy reminds me of the film, makes me smile and puts me in a good mood.  Lego have also included an appropriate CTA, guiding users back to their shopping experience.   The Word Department You can always depend on copywriter, Doug Nolan, for stellar copy examples - and his error page copy does not disappoint.  Striking, playful and the button takes you directly to Doug's contact page so that users can "reprimand" him - although the chances are they'll end up telling Doug all about their copywriting requirements.   Innocent Drinks Innocent Drinks are known for their playful tone and their error page copy is a joy to behold.  When you arrive, confetti floats down and you're met with the words "Congratulations!  You just found our error 404 page."  This alone makes you feel like you've completed some kind of achievement - but it gets better.  I wasn't able to screenshot the whole page, but scrolling down takes you to some of Innocent Drinks' previous "howlers" and makes for very entertaining reading.   Caroline Gibson Caroline is another amazing copywriter and her error page is both playful and to the point.  Caroline also guides her visitors back to the next step of their journey with a search button. Isle of Skye Copywriting My website takes its inspiration from glossy magazines - so it made sense that the error copy should do the same.  I asked incredible designer, Jess, to work on a ripped, torn page.   Does creative error copy really matter? If you have your own website or you're putting one together for a client, have you put any thought into the error messages?  Does it even matter?  Here are three reasons to inject creativity into your 404 messages. It showcases your attention to detail A company that spends timing getting the little details perfect isn't going to skimp when it comes to the things that really matter.  When I see a company that has taken the time to create clear, humorous or on-brand error copy, that relatively few people will see, I feel confident they'll be just as meticilous in other areas of their work. You get to guide your customers You have a chance to encourage your customers to take a certain step, whether that's suggesting they get in contact with you directly, browse your goods and services or explore your website.  You have an extra opportunity for an effective CTA that shouldn't be missed.   It doesn't have to be annoying Nobody really likes an error message.  It's interrupting you and stopping you getting where you were trying to go.  It's annoying - and nobody wants their customers to be annoyed.  Creative copy can help lighten the mood and even provide site visitors with a few laughs.   What about you? Maybe you work in an agency that creates websites for clients.  Or maybe you're looking to refresh the copy in your own website.  Either way, your attention to detail in error copy won't go unappreciated.   Let's make those 404s fun!  Why not get in touch with me to find out how I can help make your websites or those of your clients shine? 404.  This page cannot be found. Chances are, you've come across that error message multiple times as you've browsed the Internet.  It's the equivalent of driving down a road and discovering you've reached a dead end.  Instead of being a point of frustration, however, I see it as a way for brands and businesses to show off their creative side. Here are some examples... I've scoured the error messages of the Internet and put together some of my favourites. Lego I went to see the Lego film with a friend and the "Everything Is Awesome" song proved to be a real earworm.  Therefore, this error copy reminds me of the film, makes me smile and puts me in a good mood.  Lego have also included an appropriate CTA, guiding users back to their shopping experience.   The Word Department You can always depend on copywriter, Doug Nolan, for stellar copy examples - and his error page copy does not disappoint.  Striking, playful and the button takes you directly to Doug's contact page so that users can "reprimand" him - although the chances are they'll end up telling Doug all about their copywriting requirements.   Innocent Drinks Innocent Drinks are known for their playful tone and their error page copy is a joy to behold.  When you arrive, confetti floats down and you're met with the words "Congratulations!  You just found our error 404 page."  This alone makes you feel like you've completed some kind of achievement - but it gets better.  I wasn't able to screenshot the whole page, but scrolling down takes you to some of Innocent Drinks' previous "howlers" and makes for very entertaining reading.   Caroline Gibson Caroline is another amazing copywriter and her error page is both playful and to the point.  Caroline also guides her visitors back to the next step of their journey with a search button. Isle of Skye Copywriting My website takes its inspiration from glossy magazines - so it made sense that the error copy should do the same.  I asked incredible designer, Jess, to work on a ripped, torn page.   Does creative error copy really matter? If you have your own website or you're putting one together for a client, have you put any thought into the error messages?  Does it even matter?  Here are three reasons to inject creativity into your 404 messages. It showcases your attention to detail A company that spends timing getting the little details perfect isn't going to skimp when it comes to the things that really matter.  When I see a company that has taken the time to create clear, humorous or on-brand error copy, that relatively few people will see, I feel confident they'll be just as meticilous in other areas of their work. You get to guide your customers You have a chance to encourage your customers to take a certain step, whether that's suggesting they get in contact with you directly, browse your goods and services or explore your website.  You have an extra opportunity for an effective CTA that shouldn't be missed.   It doesn't have to be annoying Nobody really likes an error message.  It's interrupting you and stopping you getting where you were trying to go.  It's annoying - and nobody wants their customers to be annoyed.  Creative copy can help lighten the mood and even provide site visitors with a few laughs.   What about you? Maybe you work in an agency that creates websites for clients.  Or maybe you're looking to refresh the copy in your own website.  Either way, your attention to detail in error copy won't go unappreciated.   Let's make those 404s fun!  Why not get in touch with me to find out how I can help make your websites or those of your clients shine? 404.  This page cannot be found. Chances are, you've come across that error message multiple times as you've browsed the Internet.  It's the equivalent of driving down a road and discovering you've reached a dead end.  Instead of being a point of frustration, however, I see it as a way for brands and businesses to show off their creative side. Here are some examples... I've scoured the error messages of the Internet and put together some of my favourites. Lego I went to see the Lego film with a friend and the "Everything Is Awesome" song proved to be a real earworm.  Therefore, this error copy reminds me of the film, makes me smile and puts me in a good mood.  Lego have also included an appropriate CTA, guiding users back to their shopping experience.   The Word Department You can always depend on copywriter, Doug Nolan, for stellar copy examples - and his error page copy does not disappoint.  Striking, playful and the button takes you directly to Doug's contact page so that users can "reprimand" him - although the chances are they'll end up telling Doug all about their copywriting requirements.   Innocent Drinks Innocent Drinks are known for their playful tone and their error page copy is a joy to behold.  When you arrive, confetti floats down and you're met with the words "Congratulations!  You just found our error 404 page."  This alone makes you feel like you've completed some kind of achievement - but it gets better.  I wasn't able to screenshot the whole page, but scrolling down takes you to some of Innocent Drinks' previous "howlers" and makes for very entertaining reading.   Caroline Gibson Caroline is another amazing copywriter and her error page is both playful and to the point.  Caroline also guides her visitors back to the next step of their journey with a search button. Isle of Skye Copywriting My website takes its inspiration from glossy magazines - so it made sense that the error copy should do the same.  I asked incredible designer, Jess, to work on a ripped, torn page.   Does creative error copy really matter? If you have your own website or you're putting one together for a client, have you put any thought into the error messages?  Does it even matter?  Here are three reasons to inject creativity into your 404 messages. It showcases your attention to detail A company that spends timing getting the little details perfect isn't going to skimp when it comes to the things that really matter.  When I see a company that has taken the time to create clear, humorous or on-brand error copy, that relatively few people will see, I feel confident they'll be just as meticilous in other areas of their work. You get to guide your customers You have a chance to encourage your customers to take a certain step, whether that's suggesting they get in contact with you directly, browse your goods and services or explore your website.  You have an extra opportunity for an effective CTA that shouldn't be missed.   It doesn't have to be annoying Nobody really likes an error message.  It's interrupting you and stopping you getting where you were trying to go.  It's annoying - and nobody wants their customers to be annoyed.  Creative copy can help lighten the mood and even provide site visitors with a few laughs.   What about you? Maybe you work in an agency that creates websites for clients.  Or maybe you're looking to refresh the copy in your own website.  Either way, your attention to detail in error copy won't go unappreciated.   Let's make those 404s fun!  Why not get in touch with me to find out how I can help make your websites or those of your clients shine? Whether your agency frequently hires freelancers or contractors or you're just contemplating the idea, it can be helpful to find out more about how your chosen freelancer works and what their methods are. Here's a little about my copywriting process - from the initial conversation with you to the final sign-off. Saying hello You might discover my website and think I'd be a good fit or I might spot one of your posts on LinkedIn asking for freelance support.  Our first conversation will involve me learning more about your agency, the work you usually do and the brief you're particularly looking for help with.  If we both feel we are good a fit for each other, then we move on to the next step. The briefing Most agencies will supply me with a written brief and a video call to go over said brief.  This allows me to ask any questions and go over anything that isn't clear before diving into the work. Research Often the Project Manager or Strategist will have laid out all the information I need in a production deck, but, in some cases, additional research is required.   The fun bit dsdsds Whether your agency frequently hires freelancers or contractors or you're just contemplating the idea, it can be helpful to find out more about how your chosen freelancer works and what their methods are. Here's a little about my copywriting process - from the initial conversation with you to the final sign-off. Saying hello You might discover my website and think I'd be a good fit or I might spot one of your posts on LinkedIn asking for freelance support.  Our first conversation will involve me learning more about your agency, the work you usually do and the brief you're particularly looking for help with.  If we both feel we are good a fit for each other, then we move on to the next step. The briefing Most agencies will supply me with a written brief and a video call to go over said brief.  This allows me to ask any questions and go over anything that isn't clear before diving into the work. Research Often the Project Manager or Strategist will have laid out all the information I need in a production deck, but, in some cases, additional research is required.   The fun bit The actual writing, of course, is my favourite part.  I especially love briefs that allow me to get creative.  Usually, I will align with the Creative Director and Strategist to make sure the copy is fully compliant with the brief and to get an outside perspective.  Once the internal sign off is completed, the copy then gets handed over to the agency to share with their client. The edits Usually, only two rounds of edits are needed.  Because I charge a day rate for agencies, this can often result in saving your overall costs if fewer edits are needed.  Once your client is happy with the edits, the job is done. Things you might need to know Because of my location, I can only work remotely.  Most of my agency clients are London-based and don't find this a problem.   I love adding new items to my portfolio.  I'll always discuss it with my clients first, to make sure this is okay, but whether or not I'm able to showcase completed work may have a bearing on whether I take your project on or not. I'm a sole trader.  This means we might need to arrange my payment via an umbrella company.  This also means I may need to charge more to compensate for the umbrella company's cut.  In situations like this, I use YunoJuno and absolutely love them - they don't take a cut and pay on time, so I can heartily recommend them to anyone who needs their services. Ready to say hello? If you're ready to take the first step towards working together, simply send me a message using my contact form or to This email address is being protected from spambots. You need JavaScript enabled to view it..  I always answer enquiries within 24 hours so, if you don't hear from me by then, please feel free to follow up.