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.
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.
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.