Tag Archives: technical communications

Copywriting, like helicopters, can be cost-effectively repurposed

lamalandingWould you like to fly with us?’ asked the orange suited pilot in heavily accented English as the cloud cleared over Bergun and we finished our morning coffee and Birchermüesli high in Switzerland’s Albula valley. I’d never flown in a helicopter, let alone a working Aerospatiale Lama like the one that was being used for helilogging that October in the late 1980s.

For a moment I imagined every fiery exploding chopper I’d ever seen in Bond movies, and how there was no way my travel insurance would cover me if worst came to worst. Then I said yes, and spent the next few days in the left-hand seat of HB-XND as we flew timber from the forested God da Speschas to the road head at Latsch. It was an experience that fired my passion for the ‘angry palm trees’ and led me to various helicopter-related writing in the years ahead: a technical communications project on safe boarding procedures for light helicopters; a helicopter-centred novel; and SEO website copy for a helicopter business since becoming one of the copywriters in Cheltenham, Gloucestershire.

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Those autumn days in Graubünden remain among my treasured memories from dozens of walking trips in Switzerland. Now, when I can’t be in my favourite alpine republic, I follow Swiss life, language and culture through radio, reading and the online SF1 Videoportal. Imagine my surprise then, when, more than 20 years after my Swiss heli adventure,  I spotted HB-XND in new (Air Zermatt instead of Air Grischa) colours during an episode of Die Bergretter, a Swiss documentary series about helicopter rescue in Canton Wallis.

And the connection with copywriting? Often with copy, rewriting saves money. Just as that Aerospatiale Lama was refurbished and reliveried for a second productive life with Air Zermatt, so tired written content can be renewed and repurposed. Okay, nothing’s as perfect as ‘from scratch’  copy, but when budgets are tight, editing and rewriting existing copy can prove an attractive, cost-effective option.

Unfortunately, it’s not as simple as just pulling copy from an old brochure and putting it online. Different media and applications require different copywriting skills and approaches.  That’s where a skilled copywriter can help. And how, just as HB-XND got a second life, it’s possible to re-use and reinvigorate old copy or rough drafts.

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Aerospatiale Lama HB-XND flies on, doing sterling service. And with a little bit of professional input, so can your old copy – at a fraction of the cost of new  ‘from-scratch’ copywriting.

 

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

Cheltenham copywriters write poetry too

 

 

 

And now for something completely different.

I was rummaging through my digital files and came across a poem that I wrote over a decade ago, years before I was one of the copywriters in Cheltenham. It reminded me that a bit of unashamed creative expression can be very good for us. It makes a refreshing change from firmly focused commercial or technical writing (I was working for a Bristol technical publications firm when I penned the poem that follows).

Reading ‘C’ ‘ for the first time in so long, I was reassured by how it still felt as fresh as it had when I first wrote it. So here, for the first time on the Interweb, it is:

C

Where are you going today?
Climbing through the dawn’s first glow
While we still sleep on earth below
You’re brighter than the sparkling pearls
Of airfield dew that fall
From rushing wings
You’re gone; you’re on your way

Leave breaking dawn; embrace the day
Outshine the sun
And show the sky, so easily
What beauty truly means
‘fore making happy love with clouds
That can never match your charms

Bright the winter sky may be
But I would say
If silky clouds could only see, or know
How fortunate they are
To spend their days with you, their friend
Above the fields and seas

All things must end, not least today
As evening comes, and you return
To land as twilight fights in vain
The fall of night’s soft cloak
Upon the shoulders of the day
Still you shine on and I, like clouds
Get joy from simply sharing space with you.

© 2001 Al Hidden

 

So there you go. A tiny insight into another side of this Gloucestershire copywriter. And now back to the newsletter content that I’m just finalising, the 35 pages of new SEO copy I’m crafting for an animal charity, and the case study I’ve got to complete for another client.

From the wistful contemplation of aviation and clouds to the gritty realities of client case studies in a paragraph… Versatility. One of my strong points. Probably a good thing too, because Andrew Motion will hardly be quaking in his boots at my poetic efforts.

Never mind. I’m pleased with it – even after all those years it still says what I set out to say in 2001. What do you think?

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