Tag Archives | writing

Why use a copywriter for your business?

By Michelle on in business, copy writing

Most of us can write. Most of us can explain our business, what we do, what we offer, what’s brilliant about it. So why would you hire a copywriter, like me, to write for your business?

Knowledge and experience

Do you need a business website, an advert, a blog post, a flyer, a report, a bid document, a video, a case-study, a speech, or some social media posts?

A copywriter knows what style of writing works best for different media.

For example, my first job was working with BBC Radio, so I understand the difference between writing things that will be spoken, and things that will be read.

I can adapt my writing style for print from a detailed business report to a snappy postcard or flyer. I can write SEO friendly content that helps customers find your website, product or service in the vast world of the internet.

A fresh perspective

You’re the expert in your business. But sometimes it’s possible to get a little too close to be able to see things clearly.

Do you talk the language of your customers? Are you trying to sell a drop-forged, chrome-coated,open-ended spanner, when your customer is looking for a tool to loosen off a nut?

A copywriter will ask questions, find out about you and your business and get to know your customers too.

As a writer, I can explain things clearly, and write about your business in a way that your customers understand and engage with.

Stand out from the crowd

How many other businesses do something similar to yours? How do you attract attention, and make yours the company that customers choose?

A copywriter can help generate creative ideas, and approaches as well as choosing specific words and phrases that can set you apart from the rest.

Quality focus

How often do you find yourself in the middle of something, when your phone rings, or someone asks you a question, or an email pops up to distract you?

If you ask me to write something for you, I promise you my full attention. I’ll be 100% focused on writing quality words for your business, with no spelling or grammar howlers.

I’m used to working to deadlines, and getting to know a subject quickly, so whether you need some attention grabbing words in the next month, week or even day, then there’s a good chance I can help you.

Get it done

Hiring a freelance copywriter means you can have writing when you need it, not just when you can get round to it.

Sometimes you know what you want to say, but scribbling it down or typing it out just isn’t your priority. So that blog post, brochure, or website update never sees the light of day and never drives any customers your way.

A quick conversation with a copywriter will set that right. A professional will be able to write it more quickly than you can.

Lee and Beth at The Christmas Farm are really busy growing organic fruit and vegetables and looking after the animals that provide the meat and produce for their organic box scheme. They love sharing recipes and ideas for eating seasonal and local food with their customers, but don’t always have time. I help them out by writing newsletters and adding blog posts and recipes to their website.

Trust an expert

Working with a copywriter is just like working with any other professional who can help your business. It’s a bit like working with an accountant. While you could do the sums and spreadheets yourself, isn’t it reassuring to know there’s someone who understands all the ins and outs of tax and finances; someone who can save you a lot of hassle and money?

A copywriter, like me, can do that. I understand the rules and tricks of writing. I can advise you on the best approach. And I can write for your business, leaving you to focus on the nuts and bolts, or hammers and spanners.

Why be inspired to a greater love of words, in business and in life?

By Michelle on in 26, business, words, writing

Why? It’s always a good question to ask when you’re trying to understand something. Why do words matter? Why are they worthy of love, thought and respect?

As a member of 26 I was asked to provide my answer, which is now included along with the thoughts, wisdom and humour of other 26 writers in ‘The Book of Because.’ Here’s my contribution:

Because words connect.

Words we love roll round our mouths like
ice cream on a hot day.

Because words conduct business.
Words on stone tablets saying “Pay this
soldier a pig and four sacks of grain”.

Words that fly through the ether to appear
on a screen.
Words link to our past and shape our future.

Because words can be as sharp as a blow or
as near as a whisper.

Words are a gift our bright blue planet
bestows on only one species.
Because, above all, words are human.

Thanks to the editorial team at 26 Characters, Faye Sharpe, John Simmons and Neil Baker for bringing this project together and to Rodney Mylius for the elegant and tactile design.

Wordstock 2015 – a festival of words and creative fun

By Michelle on in 26, words, writing

Wordstock, the annual gathering of members of 26 is a place where words bubble up into a rich and fragrant stew; where the tick of time inspires the tock of activity. Where we celebrate creativity, learn, laugh and fire up new writing projects for the next 12 months.

I arrived a little late at the Free Word Centre in Farringdon, so missed the opening celebrations of projects that 26 writers have taken part in during 2015, including 26 Pairs of Eyes, 26 Under a Northern Sky and 26 Children’s Winters.

But I was there for the launch of the latest, which I’m also involved in. Over the next 26 weeks, 26 postcodes will reveal a sestude inspired by a postcode together with the story behind it. Gillian Colhoun kicked things off by reading her piece, based on the Gaelic football ground where Seamus Heaney played. My own contribution, based on Dove Cottage, the Lake District home of William and Dorothy Wordworth, will appear next year.

The day was split into a series of sessions, with a choice of workshops in the morning and afternoon. I first opted for Rishi Dastidar‘s session. As head of verbal identity at BrandPie and a published poet, he’s a mash up of Don Draper and Byron and showed us four ways to use poetry techniques in copywriting.

A packed session, full of useful content and some speedy writing. And I’ve already used one of the techniques to inspire a new brand name. Who says you can’t measure the value of inspiration?

Next up, more poetry from spoken word artist and Barnes’ answer to Eminem Charlie Du Pre. He serenaded us on ukulele, and left us wondering why we’ve never heard rhymes like: ‘I engage with lots of faces pretty much on a daily basis’, before. Fast-paced, funny and rapping genius.

I spent the afternoon session with independent copywriter, author and trainer, Roger Horberry who loves alliteration even more than I do. He demonstrated that the forms of rhetoric pack a punch in modern marketing. And, for this writer at least, brought back memories of studying Spenser, Donne and Pope at university.

Celebrating the best in writing at 26

Self-styled biblio-fundamentalist Andy Miller was next, sharing his experience of actually reading the books that he always wanted to and some he even pretended he had. He finished by ‘persuading’ a handful of 26ers to commit to reading their own choice of books. For my part, I’ve signed up to read John Buchan’s 39 Steps, spurred on by another conversation I had during the day.

The final session was a fascinating insight into storytelling from John Yorke, former Eastenders script editor and head of drama at BBC and Channel 4. I love a good bit of story-theory and this so much fired up my interest that I’ve been looking for the mid points and reversals of fortune in every TV drama I’ve watched since.

I learned something new too. Did you know that the acts in Shakespeare plays were determined by the length of time it took to burn a candle?

Last time I came to Wordstock, I was introduced to the music of Nick Drake and on the journey home, sparked the idea that became 26 Under A Northern Sky along with co-conspirator Sandy Wilkie. This time we collaborated again and have put forward another idea that we both hope will be adopted as another creative brief.

I really couldn’t have asked more from a packed day of words, writers and mind-blowing creativity. The train journey north wasn’t nearly enough time to process it all. And the pile of books on my reading list has grown by at least 3 volumes. If you can make it next year, I heartily recommend it.

Indian summer

By Michelle on in words, writing

I’ve been pondering the Indian summer. What can I say? I’m British. The weather is practically an obsession. But where does the phrase come from? And which Indians does it refer to – Native Americans, or people of the vast land in South Asia?

As ever, that other British institution, the BBC, offers an excellent explanation of its meteorological and social history.

Walking barefoot on the beach

Indian summer refers to a spell of fine autumn weather. It seems to have been commonly used in the USA from the late 1700s, and gained popularity in the UK from the 1950s, presumably as we experienced some spells of warm autumn weather.

For me, it’s a phrase that conjures up memories of forcing my feet into stiff new school shoes after a summer of going barefoot, or wearing sandals and trainers, and never having to bother with insufferable socks. I saw no need to change my clothing while the sun still shone and would stubbornly stick out in short sleeves until I couldn’t escape the goosebumps and the dreaded cardigan any longer.

In searching for the meaning and etymology of Indian summer, I looked for its use in literature. First stop was a poem by William Wilfred Campbell that begins:

Along the line of smoky hills
The crimson forest stands,
And all the day the blue-jay calls
Throughout the autumn lands.

I’m not familiar with Campbell’s poems, but it seems nature, the seasons and landscape are common themes. I imagine Wordworth transplanted from the English Lakes to Canada.

Then, via Wikipedia I find a glimpse of an Indian poet Jayanta Mahapatra writing about an Indian summer:

Over the soughing of the sombre wind
Priests chant louder than ever.
The mouth of India opens:
Crocodiles move into deeper waters.

I’m intruiged, but can find little more than this excerpt and a reference to the poem’s theme of ‘suffering woman’.

Indian summer can also refer to a period of happiness, success and contentment later in life. Maybe that’s what pulls me to the phrase. Dorothy Parker gives this idea her own inimitable twist in her poem ‘Indian Summer’

In youth, it was a way I had
To do my best to please,
And change, with every passing lad,
To suit his theories.

But now I know the things I know,
And do the things I do;
And if you do not like me so,
To hell, my love, with you

Good old Dorothy Parker – always raising an eyebrow and a smile.

For me this year, an Indian summer has offered the simple pleasure of the sun on my face as I walk along the sand, seeking out a spot to sit with my book, or watch the waves. Barefoot, naturally.

Running and writing

By Michelle on in run, writing

I was very honoured when my writing mentor John Simmons asked me to guest post on his blog 26 Fruits. I frequently refer to his books on writing, including 26 Ways of looking at a Blackberry in my job as a copywriter, and always look forward to his weekly posts.

So this week, having made a return to writing about running, it feels very appropriate to redirect you to John’s blog, where you’ll find my guest post on the connections between running and writing.

Words are part of the landscape

By Michelle on in language, travel, words, writing

I have travel on my mind at the moment. Unlike many, I’m not planning on jetting off on a summer holiday soon, but I am planning a few day trips, including time in Edinburgh.

In a couple of weeks’ time, I’ll be indulging myself at the Book Festival, and the Fringe. I have tickets for a few events and for the rest, will take the approach of turning up to see what I can get into.

I love spending time in Edinburgh. It’s far enough away to feel like an adventure, but not so far that I’m in danger of jet lag. There always feels like there’s lots to see, do and explore, no matter how many times I’ve visited. I generally walk my feet off getting from place to place.

I really enjoy the way the city wears its literature. It’s inescapable. From the Writer’s Museum to the Storytelling Centre; from the book festival to literary walking tours and pub crawls, you cannot avoid the fact that this is a Unesco City of Literature.

Many locations, street names and areas are familiar to me from reading. From Walter Scott to Alexander McCall Smith, Muriel Spark to JK Rowling, it’s been home and inspiration to many writers.

When I step off the train at Waverley, I half imagine I’ll meet some of their characters as I explore. I swear one day, I’ll see Rebus somewhere about town.

Even if you were unaware of its literary connections, words pour out onto the streets. You’ll find them etched on buildings, woven into window frames and hidden among the street furniture. It’s like a secret code that speaks to readers like me. It makes me smile as I encounter a poem that others pass by and never notice.

My last visit there introduced me to a beautiful poem, November Night by Scottish writer Norman MacCaig, that I discovered on the side of a planter. In the height of a Scottish summer, it reminded me of the realities of its winter.

Here is the first verse, which I craned my neck to read on the street:

“The night tinkles like ice in glasses.
Leaves are glued to the pavement with frost.
The brown air fumes at the shop windows,
Tries the doors, and sidles past.”

I wish more cities did this kind of thing. Poetry as part of the landscape is far more appealing than when it’s stuffed into study books. It’s unlikely that I’d have found this verse and its companions if I hadn’t chanced upon it. And I feel richer for it.

As I visit again this summer, I’ll be on the look out for more words on the street.

A tale of postcodes and poets

By Michelle on in 26, writing

I’ve been writing a lot of articles recently. It’s felt good to return to skills I learned as a journalist – researching, fact finding and checking and then constructing and structuring a story to a set word count and deadline.

It’s great to have the time to go into some depth. Learning by reading, following links from news stories through to deeper, considered and scientific research.

I enjoy gathering facts and theories, scooping widely at first and then, as my pieces begin to take shape, becoming more discriminating about what to include and what to leave out.

The skills of assimilating, sorting and representing information in an engaging manner are pretty much my stock in trade as a copywriter.

But, just as I like to mix up my reading between fact and fiction, news and fantasy, I also enjoy stretching my skills, by taking on creative projects that encourage me to write in a different way.

My next will see me wrestle my brain from 1,000 word plus researched and referenced articles to a very much shorter form for the latest 26 project.

I’m one of 26 writers who have been paired with a postcode. Our mission is to use the coded shorthand of letters and numbers as inspiration to write a sestude – 62 words exactly.

I didn’t know what postcode I would get. I was sort of hoping for one that related to a made up place (but I don’t think Narnia, Neverland or Hogwarts have one).

But I got a real one – LA22 9SH, Dove Cottage, home of William and Dorothy Wordsworth.

Despite living only an hour or so away from the Lake District until I went to University, I’ve never been. And for an English Literature graduate, I’m sadly under informed about this writer, beyond what’s generally known.

So, today I started my research – dipping into poetry, journals and websites related to the Lakes poet and his sister. It’s proving a rich seam, and I’ve already taken in many times the 62 words that will eventually be published.

Thoughts are starting to spin around themes of nature, place and a community of writers, but I haven’t yet committed to a single word.

Dove Cottage is a little further away these days, but still easily reachable. Deadlines are tight, but I hope I may be able to pay it a visit and find inspiration in its landscape and surroundings, just as Dorothy and William did.

Follow the project as it develops #26postcodes, and I’ll keep you posted.

Advice on business writing from Ernest Hemingway

By Michelle on in business, writing

My aim is to put down on paper what I see and what I feel in the simplest way
– Ernest Hemingway

Well, of course, Ernest. You make it sound so straightforward. But in the real world it so rarely ever is, is it?

As a business writer, first I have to wrestle with the brief, to try and interpret what my customer is looking for and ultimately what the real world customer thinks, feels and wants. It’s rarely expressed in such clear and simple language as this.

Then I have to understand the product or service, gradually condensing down pages of features and benefits into a simple statement that, if I’ve got it right, will answer the question ‘What does this mean for me?’

Hemingway the copywriter

Mr Hemingway would have made a good 21st century copywriter I think, with his unfussy style. His sharpness, wit and ability to condense things down into a pithy quote would have made him a natural on twitter.

With his journalistic edge for reporting the facts and the details, what would he make of today’s jargon and business speak? How would he have responded to phrases such as ‘leveraging synergies’ or ‘ monetising cross promotion strategies’.

I like to think he’d be firmly and forcefully opposed. With a loaded gun if necessary.

How a little support goes a long way in writing and training

By Michelle on in 26, creative, Dark angels, training, writing

I had a moment during the triathlon I was taking part in this weekend when I thought I couldn’t go on. The wind had whipped up waves in the lake as I was swimming. Instead of a lungful of air when I turned my head to breathe, I got a face full of water. For a few seconds I thought, “I can’t do this.”

After a pause, treading water and giving myself a bit of a talking to, I managed to overcome my flight response, drew on my training and race experience and continued to swim, cycle and run my way to the end of the course.

It’s a feeling I’ve had as a writer too. That I can’t do this. That somehow, I’m just pretending, and one day someone will challenge me on it.

From what other writers have confided, I’m not alone in this. We all have our moments of doubt. As professionals, we question our worth.

Just as in my athletic pursuits, it’s not just training and experience that makes me a writer. There’s also a strong element of self belief too. Of believing I can do this. I have the skills, the knowledge and talent.

I finally started to really believe in myself as a writer after spending some time with John Simmons.

John was director of verbal identity at Interbrand; has written for companies big and small and is a founder of 26. His books include, We, Me, Them & It, Dark Angels, The Invisible Grail and 26 Ways of Looking at a Blackberry, as well as Room121: a masterclass in writing and communication in business co-written with Jamie Jauncey. When it comes to copywriting – he literally wrote the books.

So when John Simmons tells you, you are a writer, it’s good sense to believe him. I can think of no greater compliment, or anything else I’ve been prouder to hear. In triathlon terms it’s like finishing first in the World Championships, winning gold at the Olympics and qualifying for Kona all rolled into one.

Through John, I’ve developed confidence in my skills and voice as a writer. Felt more assured about asserting the creativity that feeds into the commercial work of a copywriter and opened up opportunities that allow me to explore that creativity beyond the office walls.

It’s a special day for John today, as he launches his first novel, Leaves. A story he began 45 years ago, now published by Urbane. It’s sad, elegiac and so beautifully written, there are sentences in it that I will read again and again.

I heartily wish I was in London tonight to celebrate with him, but distance and demands of my working life mean I can only be there in spirit.

Through spending time with John, discussing writing, meeting fellow writers on Dark Angels writing courses and reading his regular, always thought-provoking blog posts, I feel privileged to call him a friend as well as a mentor.

On today’s blog he offers three pieces of advice, which all strike me as absolutely true. But the one that really resonated was this:

Writers need people to show faith in them, to express confidence in their writing

A shout from a supporter, or a spectator in a race can make me smile, encourage me to keep going, or stop me from giving in.

It’s the same with writing, although generally a little quieter in tone. A simple thank you, ‘nice work’ or even better, a ‘wow’, can really lift my spirits, and encourage me to give my best every time I put pen to paper.

I’m very grateful to John, for showing faith in me, and for introducing me to a wider network of wonderful writers. I raise a virtual toast to us all. May you look each person in the eye and say with confidence “I am a writer. I write.”

A sense of community

By Michelle on in reading, writing

Writing is often perceived as a solitary occupation, and there are times when all I need is my notebook and a pen. Having worked as a journalist in radio and TV newsrooms, writing copy for the next bulletin against the background of on air broadcasts, telephones ringing and a dozen conversations going on at once, for me, even peace and quiet is optional. Although I do prefer it if I have thinking to do.

But recently I’ve been reflecting on communities and how the different ones I belong to all inspire my writing.

Running

I’m part of the running and triathlon community in the North East of England and beyond. Through doing parkrun, races and by being a member of a very friendly online running site, I can pretty much guarantee that if I turn up at a local race, I’ll see someone I know.

I started to write about local races as a way of recording my own progress, or to remember a particular feature of a race, such as leg-sapping sand or a steep hill, for the next time. So it’s lovely when I get comments from other runners who read my race reports and say they’ve helped them.

Running also brought me back to personal writing after a long break away from it. I believe my professional writing is richer for it.

Fiona Thompson reading on a train at the luanch of 26 Under A Northern Sky

Writing

I’ve felt more part of a writing community since joining 26. The regular newsletters, articles and suggestions for books to read or things to see are a great source of inspiration. As too are the opportunities to get involved in 26 creative writing projects.

I jumped in first as a writer, contributing a piece for 26 Characters as part of a magical exhibition at the Story Museum in Oxford. Then more recently, I co-edited 26 Under A Northern Sky with Sandy Wilkie and got the opportunity to work with other amazing writers to launch a collection of creative writing inspired by a train journey from Newcastle to Glasgow and the music of Nick Drake.

I’m delighted that this project is currently taking on a life of its own, beyond my editorial influence, as writers are recording their pieces and adding them to an online soundscape.

Reading

Leaves by John Simmons – my current read

Community is also a theme in John Simmons’ beautiful debut novel, ‘Leaves’ – my current reading material. It’s set on one street in London in the 1970s. The characters observed and imagined by the narrator looking back at events in his life.

I have only just started reading, and admit, I’m trying to ration my time among the pages, as I have a flight and airport time coming up and I know the inhabitants of Ophelia Street will be welcome company.

John has been posting a daily extract from the book on Twitter, which is a delightful tease. Each sentence seems to offer a short story in itself, but has left me wanting to read more. It merits a slow, careful reading to savour every word.

Here’s a taster from the first chapter:

“In January, we used to say, you saw Ophelia Street in its natural colours. Wintergrey hung like a fog; window boxes lay dormant.”

If you want to read on, you can follow John on Twitter @JNSim #Leaves

Living

Finally there’s my real community. The place where I live. Within five minutes walk from my front door, I can be among a range of small businesses, from coffee and gift shops, to restaurants, guest houses, food outlets, and an art gallery.

I enjoy a browse and a chance to talk to the people behind these largely independent and local businesses. They provide great resources, for me, not just in the goods that I buy and the contribution they make to the local economy, but also as inspiration for my business writing.

In seeking to de-bunk the jargon of business software, I often think to myself, ‘How would I explain this to the lady that runs the deli?’ Or ‘How would this help in the chocolate shop?’

I may not know the detailed ins and outs of their businesses, but keeping the people of my local business community in mind grounds what I write in reality. And that helps what I write about business sound authentic and human.

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