Marketing guru, Steve Hayden once said, “When I first started I was given these three insights: if you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.”
Not rocket science when you put it like that, is it? And yet so much copy out there seems to focus on one of Steve’s first two insights. For my part, it’s the simple yet inescapable wisdom of the third that I’ve based an entire career on.
For over a decade now, I’ve been writing web copy that balances style with SEO requirements, penning engaging brochures, ad campaigns, editorial and advertorial features, and getting the copy right for punchy pitches, sales letters, eblasts, press releases that get coverage, and award entries that win. How? Truly effective copy depends on the writer’s ability to understand and interpret the holy grail of each client before putting fingertips to keyboard.
And that means getting to grips with who their target audience is; what makes them tick, what they’re searching for, their concerns and challenges, what will inspire them and create trust and loyalty.
Breathing deeply for a quick blast on my own trumpet, I believe this to be one of my greatest strengths. I always smile when someone comes to me asking me to “work my usual magic”, because the only real hocuspocus involved is active listening and empathy – backup crystal ball/psychic cat notwithstanding! Household names on my client list include Virgin Atlantic, Marks & Spencer, Monarch Airlines, EasyJet, Knight Frank, Emirates and George Wimpey to name a few of the biggies.
But irrespective of the size of the business, I devote exactly the same energy and expertise to all my clients. Writing in varied styles to suit the occasion (and not my own ego), my approach is always imaginative, highly professional and flexible – and my rates are surprisingly reasonable too! In other words, whether you’re a sole trader or a major plc, you may just have found ‘the write sort’ of copywriter...
Client List
Virgin Atlantic
Monarch Airlines
EasyJet
Emirates
Extraordinaire Digital Media
George Wimpey
Knight Frank
Marks & Spencer
Feilden Clegg Bradley Studios
World Interiors New
Phoenix plc
Old Mill Studios
Made Studios
Identity Design
Electric Pencil Design
Clearwater Advisors
Parfitt Cresswell Solicitors
James Cowper Consultants
World Architecture News
World Infrastructure News
Charita
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Gail Taylor, Copywriter
T 01273 691131 M 07899 672938