My journey in storytelling started at school with an essay assignment to write about my life.
It got a high mark and, combined with the results of a careers assessment of my abilities which showed I was good at writing, brought encouragement that I could make a career from writing. Spurred by that, I set myself the goal of becoming a journalist. Nine years later I had achieved that after graduating from Britain’s top journalism school.
I’ve been a professional writer – first a journalist and editor, then a PR practitioner – since 1988, so finding the right words to tell your story is something I have a lot of experience of doing. I’ve written everything from news and features to advertorial and technical features for B2B titles as well as scores of press releases.
So you can be sure your story is being told using the most effective words to communicate your key marketing messages.
If you’d like to see examples of copywriting I’ve done for clients, contact me by email. Meantime, check out my blog.
Client News – Scottish software consultancy Horisk’s new platform for Scottish Procurement helping public bodies kickstart Covid-19 economy response
A new platform developed by Scots software consultancy Horisk Leslie Development for Scottish Procurement is helping Scotland’s public bodies embed sustainability requirements in their procurement, kickstarting the national economic recovery post-Covid-19. The...read more
Client News – HRH Earl of Forfar so impressed by Angus sports charity’s work he becomes its Royal Patron
A visit to see the work of an Angus sports charity so impressed HRH the Earl of Forfar last July that he’s become its Royal Patron, sent a video message of support and is planning another visit. On July 1 last year Their Royal Highnesses the Earl and Countess of...read more
In last week’s blog, I wrote about the third step in the AIDA model of advertising, Desire. This week it’s the turn of the final step – Action! By this point you’ve honked the car horn at your target customer, they’ve turned their head, you’ve got their interest in...read more
In last week’s blog, I wrote about the second step in the AIDA model of advertising, Interest. This week it’s the turn of Desire. By this point you’ve honked the car horn at your target person, they’ve turned their head and you’ve got them interested in the idea of...read more
Client News – Caltech Lifts success shows Scotland’s best SMEs should aim to grow straight out of lockdown
The first UK-wide tendering success for leading Scottish independent lift firm Caltech Lifts shows how Scotland’s best SMEs should aim to grow straight from lockdown by focussed excellence on service and training. It’s one of just 27 UK SMEs to have won the right to...read more
In last week’s blog, I wrote about how the many ways to increase brand awareness among your target audience. This week I’m going to take that a step further by talking about how to get their interest. The reason is that getting their attention, one of the things you...read more
As I’m a great advocate of the marketing maxim that you should ask your audience what they want, to decide the topic of this blog I ran a poll on LinkedIn. So, here’s how to increase your brand awareness! I’ll break them down into the PESO types of media as is best...read more
Managing expectations is a key part of effective stakeholder and reputation management because it’s about building and maintaining trust for a long-term constructive relationship. In his 1999 business autobiography Direct from Dell, Michael Dell says one of his key...read more
The existential fear created by the Covid-19 pandemic and resulting lockdown has generated a retreat to trusted brands according to Survata research quoted by Search Engine Land. This isn’t surprising. Most of us react to a threat we can’t challenge by retreating to...read more
Why just calling for the 2-metre rule to be relaxed to enable your business to be profitable may actually endanger its survival. And what you should do instead
There’s a huge and increasingly-urgent debate taking place between governments and businesses still locked down because of Covid-19 over the ‘social distance’ they’ll have to operate when they can reopen. Pubs, restaurants and others types of businesses have been...read more