I work as a marketer because I’m that type of person who gets excited about crafting a story out of the blandest of scenarios (ask me how I found a ‘quirky’ way to apologise to a top tea brand’s customers that there were 199 bags in the box and not 200…) Working as a Creative Director in a start-up (as well as wearing many, many other hats that include automating the heck out of everyone’s admin so that we save about 90% more time doing real work) led me nicely on to working with top UK businesses and famous brands on their creative campaigns and copy. There was even a top FMCG in the mix (just to make my Mum proud).
For me, tone of voice is a sandcastle I must dig up and build right at the beginning of any project. Your core messaging is like your businesses DNA. Imagine if you have a respectable, high-end oh-darling-darling, fashion brand and you let some cheap, rogue copywriter the right to start hacking away at your social channel or email newsletter copy…well it’s like (wait whilst we conjure your metaphor) … a drunken West End yob (yes yob) running right into Liberty and start singing right in the middle of their season silk velvets. I mean, just imagine that.
I guess you could say that my natural writing style is conversational. It’s always easier for me when I work with brands who want to build a genuine connection with their audience/reader and have relatable content to greet them like a flat white greets you on a cold Monday morning. If you’re looking for ‘BUY THIS NOW, SHOUTY, SHOUTY, BUY ONE GET ONE FREE’, I sir…am not your lady. I mean, I’ll do it if the price is right, but don’t expect anyone to be falling madly in love with your product that way. Remember, even corporate bods enjoy some light relief in their inbox. I know, because some of them can’t help but hit reply with “BEST GDPR EMAIL EVER! AND I’VE SEEN A LOT!”
Back to reality, everyone has their own voice… even if you don’t know it! And if you don’t, don’t worry. I can help you craft some guidelines or do some research into what you’ve been writing so far and get a sense for what you sound like. Copywriting is a little bit like becoming a tribute act; you don’t have to look like them (that’s the designers job), but you better damn well sound like them…from the beginning of the night and not just when the crowd have got to number six Sipsmith and Fever-Tree.
If you do know your brand messaging inside out, even better! I’m well-versed when it comes to reading brand guidelines. John Lewis’s was a record of 150 pages. Put that in your Christmas ad and smoke it! (Oh, actually, probably don’t do that).
I embrace a thing called ‘radical candor’ (look it up, it’s pretty life changing), so I’m not a stereotypical sensitive writer-type that will throw a hissy fit if you don’t like what I pen. However, we will put guidelines in place so that my work-life balance doesn’t get tipped off the scales by 23,008 revisions. I’m a natural perfectionist and always care deeply about making sure that my clients are satisfied with messaging they feel at home with. Together, we’ll decide what it is you want, where we’re heading and what success looks like to you…it means we all get where we want to be a little faster (I find that biscuits and tea help too, how very British of me).
I’ve got a hell of an imagination (ask me about the time I had to write a quirky-come-formal apology to customers who had been met by beetles in their food products. Yikes), so don’t be afraid to experiment with sending some fun and story-filled communications to your customers. There are so many messages flying around out there, I’ll help you get noticed.
I’m a remote freelancer, but if you’re based in London or Wrexham (my parents live up in North Wales, so always yo-yoing back to call in for a cuppa) then let me know. I love meeting teams and believe showing your face is a much more human thing to do than ‘nice to virtually meet you’.
Oh, and I’m pretty good on a deadline (I literally just plug in and press play so that Freddie and Brian May serenade away whilst I’m under pressure)!