Copywriting
A multinational luxury chocolate brand was under pressure to hit key advertising for the Christmas shopping period. Their flagship product was about to be advertised on major terrestrial channels and across social media as part of a multi-million-pound campaign. But the team knew something wasn’t off key. They sent their copy to me and I could immediately see what the problem was. And the challenge? They had a 3-hour window to get it right.
I refocused the copy and slimmed it back, writing a new tagline that was evocative and punchy. I clarified the journey they wanted to take their audience on and got it back to them with enough time for them to sit down with a cup of tea for a review.
“Words matter. But words are just the beginning of the journey.”
B2B & Conversion Copy
I love taking complex ideas and transforming them into accessible, engaging stories that communicate precisely what organisations want their audience to understand, retain and buy into.
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I worked with a tech start-up with a big idea for protecting online data. Together, we revised their pitch deck so the tech-heavy content they understood so readily was communicated confidently and clearly and was precisely engineered for sales conversions.
“We put your business in the driving seat, so you can take action and secure your data.”
Web Copy
Flintlock Theatre needed a total website revamp. Site styles had moved on - wordy pages were out; succinct, punchy copy and bold images were in – and the site needed to catch up.
Within a week, I had produced clean, precise copy with keywords that perfectly complemented the new approach. Since their relaunch, Flintlock have doubled their site traffic and continue to grow.
"We love true stories, tall stories and stories that tell us more about being people. We make theatre that makes us think, makes us laugh, makes us learn and challenges us. We believe in the importance of community and seek to contribute to our community with our approach. We believe in the power of theatre as a positive force for change."
Bid Writing
I first wrote bids for business via the OJEU directory when I was a hungry drama school student in the early noughties. This put me in good stead for writing and winning countless arts funding bids (my success-rate sits at around the 95% mark in an extremely competitive industry). These funds were the foundation of the arts organisation I founded and developed over ten years and I’ve since developed a programme for teaching my approach to bid writing to other artists.
These eminently transferable skills have led me to work closely with small charities, SME’s and, more recently, with an executive from an international logistics firm, coaching her privately to increase her bid-conversion rate, which in turn is supporting her to develop her incredible career.
“Successful bid writing is strategic, collaborative work. It demands preparedness and a focused approach. Oh, and a topnotch writer for the home run. ”
Blogs & Content Writing
Blogs might be among my favourite things to write. Being thrown a wild card product and learning as much as I can about it before finding an angle for an engaging and optimising blog is…fun. I can get excited about anything if writing is involved.
A construction firm specialising in garden offices approached me for a blog expounding the value of their services. I wrote a classic “Google-search-question” blog that went down a storm with the firm and their audience alike.
“With centralised offices closing across the country and the delights and challenges of the ‘hybrid’ approach to professional life, focus is turning to our outdoor spaces and the possibilities opened by the installation of sleek, convenient offices in our very own gardens.”
Script Writing
In 2018, I collaborated with MDX Animation, the country’s leading animation degree-course, to develop an animation project called No Dogs. Drawing on interviews I conducted with elders from the London Irish and Caribbean communities, I edited 2-minute excerpts of recorded conversation for young animators to work with.
Across three months, we co-created a touching series of animated portraits exploring the lived experience of Irish and Caribbean immigrants to the UK. In 2022, they’ll be launched nationally as part of Black History Month celebrations.
“I've still got Ireland in my heart. I do. I don't go there that often now, but it's still there. And even if England were playing Ireland, I'd be shouting 'Ireland!', like this!”
