ContentKudos Copywriting

Why strive for creative, irresistible communications?

For visibility? Certainly. For likeability? Absolutely. For credibility? Definitely. 

Recent Work

Here’s a selection of copywriting work I’ve done recently. Click on the images or text to see full details.

Turning Raw Facts into Raw Hope: World Vision pitch card

I rewrote the pitch card used by canvassers for the Raw Hope campaign. A theme built around one word – ‘incredible’ – contributes to the inspirational tone, revealing an unexpected truth about why people give to good causes – they like to feel a little better about themselves by making a genuine difference where it counts. The copy is honest and upbeat, based on the premise that being asked to give should feel good. The words are hard-hitting and emotional but never mawkish. Be warned: the piece includes details about the shocking events of two young girls’ lives. The aim is to inspire regular monthly donations from passers-by on the street, so it’s a quick read. Simple language, conversational sentence fragments and short paragraphs make it clear how people can help and why they should.

Website copy for Neil Martin, Bespoke Box Maker

Search-engine optimised copy for the home page and six category pages. Targeting design-focused customers, the site starts a conversation with readers about Neil’s ethical approach to contemporary design, highlighting the features and benefits of his handmade wooden boxes – all made from sustainably-sourced timber. Testimonials, images and captions reinforce the copy throughout. Within a few weeks, the home page was ranking high up on page 2 of Google for an extremely competitive keyword.

Website copy for a practical, down-to-earth Building Surveyor

A professional services website that communicates the genuine, no-nonsense philosophy of this Chartered Building Surveyor, reflecting his personality and positioning. The tone is confident and market leading, laced through with a belief in better value surveying services. I took care to build local SEO optimisation into the copy. As a result, the site quickly appeared on the first page of Google for several relevant search terms and continues to climb steadily up the rankings.