Monthly Archives: October 2013

Win-Biz networking evening event – 22 January 2014

I was delighted to learn that David Keffler, owner of Azure Chauffeur Driven Luxury Cars in Cheltenham, has agreed to be the after-supper speaker at the Win-Biz networking group’s second evening event on Wednesday 22 January 2014.

winbizkeffler

 

 

 

 

 

 

 

As a Gloucestershire copywriter with an interest in things automotive, I’ve got to know David well this year as we’ve worked together on several projects (I’ve already been his website copywriter and PR article copywriter). As well as being the only operator of a private-hire-licensed Bentley and BMW X5 in Gloucestershire, he’s an accountant who’s made the successful transition to running a bespoke chauffeur-butler service from his Charlton Kings, Cheltenham base.

He’s an interesting bloke and his presentation (during a ‘Parkinson-style- interview) promises to be valuable for small and large businesses alike. You can read more details at the Win-Biz networking site.

Incidentally, the growing Win-Biz group, which meets on alternate Thursday mornings at Nailsworth’s Egypt Mill, offers wonderful opportunities for networking in the Stroud and South Gloucestershire areas. I’m the resident provider of copywriter services, but the group still has plenty of opportunities for other business disciplines. We’re a great crowd and the group is really gaining momentum. You can find more information on the Win-Biz site.

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.

You can benefit from what this Gloucestershire copywriter’s been up to…

I occasionally indulge in a little bit of self-promotion on the blog, especially when it demonstrates the real benefits that a Cheltenham copywriter like me can bring to clients like you.

Today is one of these indulgences. so I thought I’d showcase a couple of recent projects, both drawing on my SEO copywriter skills and experience for Gloucestershire businesses. Both websites, for a local chauffeur-butler service and a specialist recruitment consultancy, also involved carefully designed tone of voice and brand language. In one case inspired by a much-loved fictional character from the 1920s (very subtly, to avoid any sense of parody); in the other, based on the combined characteristics of a prominent business and media celebrity and a popular TV chef.

Homepage for Azure Chauffeur Driven Luxury Cars, Charlton Kings, Gloucestershire

Homepage for Azure Chauffeur Driven Luxury Cars, Charlton Kings, Gloucestershire – SEO copy by Al Hidden, Gloucestershire Copywriter

 

 

 

 

 

 

 

 

 

When working out a voice for my copy, I often ask clients to think of a prominent media figure who they feel suits their brand. As well as giving them something concrete to imagine, this also gives me an accessible reference source using YouTube, iplayer and other online sources. It’s amazing what characteristics you can pick up by listening to or analysing a couple of hours of TV or radio presentation. Then it’s just a matter of judiciously applying the agreed tone of voice to the copy – enough to give the inner dialogue in the reader’s mind a bit of colour, but not too much.

New website for Bluefish Contracting Ltd

Website copywriter for Bluefish Contracting Ltd

 

 

 

 

 

 

 

 

 

I first came across this technique when a client, after hiring a respected branding consultancy, briefed me to write as 80 per cent Kevin McCloud and 20 per cent adventurer Steve Backshall. The key moment came when the client reviewed the first draft and expressed surprise at a particular turn of phrase. I explained that Kevin would definitely have said that – I knew because I’d watched quite a bit of his content and transcribed over an hour’s worth during my research.

‘You went to all that trouble?’ asked the client, obviously impressed.

‘Of course,’ I explained. ‘Wouldn’t anyone?’ It just seemed like the obvious way to tackle the challenge I’d been set.

Since then, I’ve increasingly used this technique as web and brochure copywriter for various clients. It’s surprisingly easy to do (well, I find it so) and it gives great results. So if you’d like your website copywriting in the voice of anyone from David Dimbleby to Julia Bradbury, just let me know. I may be Al Hidden the Gloucestershire copywriter, but I can be anybody you like for a modest project fee!

And your website or brochure copy will come alive because I have this skill.

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.