Copywriting isn’t about nouns and verbs and clauses and declensions and punctuation. It doesn’t care about the Oxford comma. Or your first-class literature degree from Cambridge.
Copywriting is there to do a job. It wants to get that job done and go home.
Get your copy right, and you’re in a world of engagement, loyalty and action. Get it wrong and your audience will run off with someone more interesting.
MAKING IT BETTER | Coca-Cola
THERE’S NO PLACE LIKE HOME. OR THE OFFICE YOU’VE BEEN WORKING IN FOR AS LONG AS YOU CAN REMEMBER.
So when Coca-Cola decided to move to a shiny new London HQ, they knew many of their employees would find the move… challenging.
Not only was the new place on the other side of the city – meaning a longer commute for many – but the set-up was completely different. Managers were being moved out of offices into open-plan spaces. There was no car parking available on site. Storage was limited as the business prepared to go paper-free.
Our client recognised that they had to ease the transition and convince their people that the change was for the better. That’s where we came in. We were briefed to write a guide that would help everyone get off to a great start.
How to do this? By putting ourselves in the employees’ shoes and writing squarely from their point of view.
So we worked with Coke’s project team and learned everything about the new location – practical information, like where to park and how to find the loos, and cool features, like the coffee shop, quiet zones and rooftop garden. We also got to know the area’s points of interest, transport links, and nuggets of handy info. In short, we found out everything we’d want to know if we were making the move.
Then we wove that information into warm, friendly copy that eased the reader through the change and made the big move better.
MAKING IT CLEAR | Barclays
BARCLAYS WANTED TO OFFER ALL INVESTORS THE BEST POSSIBLE CUSTOMER EXPERIENCE. BUT ONE SIZE DOES NOT FIT ALL. THAT'S WHERE WE CAME IN.
Broadly speaking, there are two types of investor – cautious, in it for the long game; and bold, willing to take risks for short-term returns. Naturally, they tend to put their money into different financial products. They also require very different support through their investment journeys.
To serve knowledgeable traders who deal in high-risk investments – and to deter novice investors with more muted ambitions – Barclays developed a new website with a bold approach to selling those products and asked us to write the copy.
We researched the target clients for each product, which varied enormously even within the broad ‘high-risk’ category, and developed an appropriate brand language to pitch key messages at exactly the right level. Working closely with the marketing and digital teams at Barclays, we created benefit-led, SEO-friendly copy that helped clients make smart choices.
And of course it all had to be, in the lingo of financial services, ‘compliant with regulatory guidelines’ – which meant liaising with Barclays' tax and legal teams to get every sentence just right.
MAKING IT ENTICING | Rocco Forte Hotels
RENOWNED THE WORLD OVER FOR PEERLESS SERVICE AND EXEMPLARY ATTENTION TO DETAIL, ROCCO FORTE HOTELS NEEDED WEB COPY THAT REFLECTED THE GROUP’S FIVE-STAR STATUS.
Occupying landmark buildings in some of Europe’s most exciting destinations, each Rocco Forte property has its own unique history – and an illustrious past guest list. From Rudyard Kipling to Rasputin, some of the world’s most prominent figures have walked through the doors of these grand hotels. Today’s guests still receive an unrivalled experience, with Michelin-starred dining, award-winning spas and individually designed rooms at their disposal.
We recognised the opportunity to bring this experience to life and take readers on a journey of exploration (while, not entirely coincidentally, enticing them to book). So, rather than focusing simply on the accommodation and services – although they’re featured too – each hotel page tells an alluring story of provenance and location.
The result was considered copy that proved so successful we were subsequently commissioned to write Rocco Forte’s seasonal email campaigns – which are, of course, just as carefully crafted.