Today I received my umpteenth parcel from LoveKnitting.com, my favourite online knitting yarn store. (I am a serial knitter.) Despite the fact that regular customers tend to get 10% off their next order (by a certain date), free delivery over £25, fast next-day delivery by a very friendly delivery driver from Hermes, regular special offers, a great range of yarns and no-quibble free returns, I was somewhat put out. Why? Because, for the second order running, they’d omitted to include a boiled sweet in the parcel! Continue reading “The cheapest, easiest loyalty-building technique known to man?”
HSBC’s move to shift UK-based IT jobs overseas to Poland, China and India as part of its grand plan to cull 8,000 UK staff – AND get some of them to train their overseas replacements!!! – reminds me of the ‘good old days’ of the UK-based Midland Bank, before ’employer of choice’ (as it likes to be known) HSBC took over. (BTW the photo is of a Midland Bank advertisement from my school magazine circa 1972, in the days when banks were recruiting UK staff, not dumping them for overseas recruits.)
Back in the early 1980s (before I became a copywriter), one of my friends acquired a floppy 45rpm record produced by the Midland Bank as part of an advertising campaign to promote its tagline: The Listening Bank.
Following on from TV commercials and radio ads featuring the Midland Bank’s famous jingle – Come and talk, talk to the Midland, come and talk to the listening bank – the bank had put together this promotional record comprising a stack of different versions of the jingle, in varying musical styles from heavy metal and punk to country-and-western.
It was hilarious and one of those brilliant publicity campaigns I’ve never forgotten. What a fabulous idea! Shame I can’t find any reference to it on Google. And shame HSBC, the ’employer of choice’, can’t be as creative in the way it treats its UK-based employees, hey…
I love it when a client tells me that one of my sales letters has generated loads of business. Like this email from a client not too long ago: “We sent out a stack of sales letters last week and within 48 hours we’d already had 8 people on the phone – and that’s even before our sales people started following up with calls. I know that every time I talk to you, Bev, I’m going to make money which is great!”
And another from a client yesterday who’s been so pleased with the response from his sales letters that he’s asked me to write another letter. Today I wrote the draft and this is his response so far: “Thanks Bev, I’ve had a quick look at the draft sales letter and my first impression is good (as I’ve come to expect from you!)”
Apologies for being quiet on the blogging front, but I’ve been S.O. B.U.S.Y., which – of course – is a good thing. All bar one copywriting project has been from existing clients, many of whom go back literally YEARS. The exception was a company based in Europe who asked me to Anglicise a translation for a product leaflet. Basically, it needed a total rewrite, but they were so happy with the result that they sent me a second copywriting project – a trade advertisement – to write straight away. So hopefully they will go on to become a long-standing client.
On top of this I’ve been copywriting a brand new website for a very long-standing client who I’ve been copywriting for since their very first website and product brochure donkeys’ years ago. So that’s two brand new websites for two very long-standing clients in just two months!
Plus I’ve been copywriting a series of case studies for another client who goes back many, many years. I’ve lost count of the number of case studies I’ve written for them. (Actually I’ve just counted the case studies on their website and it’s at least 50.) Recently they expanded, so I’m also copywriting case studies for the other company that’s been brought on board. (Read some of them here.)
I’m an old hand at interviewing clients for product case studies, so if you’d like to build a stockpile of business-winning case studies, get in touch with me on 0113 2665785 or via my copywriting website.
Yet another long-standing client has been in touch, too, with promises of more copywriting work, so that’s great news.
And I’ve been copywriting bits and pieces – e-shots, web pages, etc – for another client who has been with me for years.
Want to become my next long-standing client? Call me on 0113 2665785 to see how I can add ‘oomph’ to your business marketing just as I’ve done for my other clients over the years.
Okay, so what’s been on the copywriting menu this week?
I’ve had the celebrity chef’s website again (copywriting for the recipe pages this time) followed by a case study for a company that supplies seafish across the world.
I’ve also been copywriting for a very old and regular client – a design agency which has probably put more copywriting my way than anyone else; we go back to 2003. Continue reading “The end of a busy week’s copywriting!”
Next week I’ve got a meeting with the marketing manager of a long-standing client to talk through the company’s new branding – supplied by a design agency that specialises in corporate branding. From what I’ve seen so far, the new branding looks amazing: slick, creative and professional. And, when I think back to 2007 when I first met with this business, I can scarcely believe how far they have come. Continue reading “9 years on and I’m still copywriting for this client – long may it continue”
Nothing, except that I’ve been copywriting for all three today. The thing is, as a copywriter, you have to be able to switch from one completely unrelated product or service to another, often in the blink of an eye.
Not only this but you have to adopt the appropriate tone of voice – for that particular market and media type. For instance two out of the three projects comprised website copy; the other was a sales letter. Very different. Yet it’s the kind of thing that, as an experienced copywriter, I handle every day.
To add a bit of variety, last week I produced a couple of case studies – for two different clients in two very different industries. With case studies a copywriter has to get their head round the client’s industry sector as well as that of their client, the interviewee. And I have to be able to conduct face-to-face interviews successfully, like a journalist.
Oh, and case studies require a completely different style of copywriting from websites or sales letters.
So there I was last week, darting between IT solutions and legal services, Cloud services and aircraft parts. Plus a company that manufactures bespoke fixtures for luxury apartments.
And this week it’s completely different.
One thing’s for sure: it’s never dull being a copywriter!
Oh no, my favourite holiday cottage website has been completely redesigned beyond all recognition! And now it’s really difficult to find what I want. I was used to the old website which, although quite dated, did the job splendidly. And I loved the way the old website reflected the personality of the holiday cottage company as a small, friendly business based in a tiny Devon village, almost like the proverbial “corner shop”. Continue reading “Food for thought when it comes to updating a website”
Yes, I’ve just checked my files and I’ve been copywriting for one of today’s clients since early 2003! So we’re into our thirteenth year together. I’ve been copywriting for 27 years in total which means that I’ve been copywriting for this software solutions company for almost half that time! Continue reading “Today’s clients have been with me since 2003 & 2004!”
In fact January has been a really busy month for copywriting. But these last two weeks have been exceptionally busy, starting with a huge website for a celebrity chef and two batches of social media copywriting: one for a business networking organisation and the other about an award-winning college website. Continue reading “Gosh, it’s been a busy couple of weeks!”