Lots of people write for business, and many can write well. But effective copywriting needs more than professional language and accurate grammar if it’s going to help you achieve your marketing objectives.
Good copywriting is smooth and unsullied, awakening interest, curiosity and desire.
Great copywriting* grabs attention, stirs emotions, drives messages home and incentivises positive actions.
Bad copywriting generates boredom, distaste, ridicule and – arguably worst of all – nothing.
The words in your promotions are your messengers. Do they truly represent you? Get you noticed by the right people for the right reasons? Make connections, generate positive reactions?
*spoiler alert – great copywriting lives here
“Working with Rowena was easy. She was astute. She quickly understood what we were doing and what we needed. So the copy that she produced was directly relevant to our core propositions – creative and pithy. Response to the website has been very encouraging and related e-shot has generated new interest and leads. Above all, she was a pleasure to deal with.”
Brian McCaul, Creator and Moderator, The Innovation Commons
Company logo, imagery, colour palette: they all attract the eye and create an important first impression of your brand. But what about verbal branding – what your marketing literally says about you?
Visual branding makes you look good. But verbal branding says you’re more than a pretty face.
Defining your brand values helps your audience to understand, appreciate and identify with you – and can also help you to pinpoint and develop your business strategy, objectives and vision.
Tone of voice guidelines help to define and convey your brand personality, and keep your communications consistent no matter how many employees are talking (or typing) on behalf of your business.
Choosing your company name or strapline can be surprisingly difficult. Yet the ‘aha’ moment when you hit on the right words (and associated URL) is incredibly satisfying.
“We knew that Stellify was strategically important and had huge potential, but it lacked the language and definition to really make sense. You helped us work out exactly what we were trying to say throughout the campaign, creating a shared language and tone of voice that was grounded in the daily reality of the University but enabled us to present an ambitious and aspirational vision of the future. That’s a tricky line to walk, and you pulled it off with great sensitivity and insight.”
Pete Morris, Student Communications and Marketing Manager, The University of Manchester
Perhaps you don't have the budget for a large marketing agency or advertising campaign, but need some expert input and advice - or perhaps you prefer to keep your marketing in-house, but could use insightful training in a few key areas.
A tailored, intensive marketing consultation or writing workshop can empower you and your team with expert tips and tricks to boost your business and marketing strategy, ideas for a creative advertising campaign, improved copywriting skills and even better in-house morale.
Perfect for small business owners, my one-hour marketing and copywriting consultations offer you affordable, expert advice tailored to your needs. Consultation topics include: marketing strategy and tactics; creative concepts for a marketing campaign; brand vision, values and tone of voice; social media marketing; creating a personal brand; copywriting tricks of the trade; and a tailored copywriting critique of a piece of your marketing collateral (eg website, brochure, online article, etc).
For larger organisations, book my writing workshops to boost your employees' skillset in commercial and creative writing. Topics include: writing for the web; writing with authenticity; building a verbal brand; and therapeutic writing.
"Rowena understood instantly what we were trying to achieve - a firm sense of brand identity, but with a playful, personal twist that would appeal to long-standing and new customers alike. 'Vegetarians love us... You will, too' and 'It's your taste buds we care about, not your lifestyle' perfectly sum up our business objectives. Working with Rowena could not have been easier; we knew immediately she would deliver exactly what we were hoping for."
Simon Connolly, Director, Greens Restaurant