UNDERSTANDING THE AUDIENCE
TAPPING INTO WHAT MATTERS.
I come from a strategic advertising background. That means you won’t get just words that sound nice, you’ll get words that connect emotionally. I’ll dig deep to land the benefit, not just talk about your product or service.
MAKING THE COMPLEX simple.
As these trade press ads show that you don’t need to talk in jargon to sound like an expert.
creating a tone of voice that will engage your audience.
Scottish Enterprise is in the business of boosting the nation’s economy. I positioned them as can-do people who make things happen. Not a faceless corporation. It’s written in an editorial-style so you get both that first-person connection and sense of authority.
(AND, OF COURSE, CHUNKING INFO TO MAKE IT SUPER CLEAR.)
writing reports that people want to read.
I write for corporates the way I write for brands - from the customer’s perspective. Crafted copy that gets the vision across in as few pages as possible. Like the City Plan report I did for Westminster Council. I’ve popped a few examples below. My rewrite cut over 50 pages from the original content supplied.
I can come in at whatever stage suits. Helping you plan the content and information hierarchy. Or work some editing and proof-read on reports that you’re updating.
