I help people put their ideas into words. The right words. For many of my clients words do the selling – whether it’s a product, a service or a change in behaviour such as cutting down on drinking. Powerful copy grabs attention, creates interest and generates desire.
I work across all media – I believe it’s not the medium it’s the message. Whether I’m working on a leaflet, poster, newsletter, website, training pack, DVD or blog post the copy must take the reader through four steps:
Attention, interest, desire and action
These same steps that are used in direct marketing (where they go by the acronym AIDA) and the techniques that work in print work equally well for websites. Which is why you need a copywriter with a marketing pedigree. That’s me.
I’m also a trained journalist (awarded the Napier University Programme Medal for Outstanding Achievement for the Postgraduate Diploma in Journalism), editor and proofreader. And I have a background in marketing (CIM Diploma).
Visit my blog for my thoughts on a subject I care about intensely – words.
Bags of experience
While some people boast of 25 years of experience, what they mean is that they’ve repeated the same year, twenty five times. Their role and responsibilities haven’t changed.
Whereas I’ve worked – without repetition – across digital and print copywriting, publishing, journalism, marketing and communications on both agency and client side.
The only repeat since setting up Words Are Everywhere in 2009, is doing good work. Year after year.
If everything seems under control you’re not going fast enough
I spent over a decade working in fast changing environments at law firms Norton Rose, Nabarro Nathanson and with accountants Deloitte, KPMG and Baker Tilly in marketing. My arrival seems to spark a local merger and I left before I ended up back where I started, at Ove Arup.
Awards for communication excellence
Joining the public sector in 2007 I was brought in to project manage the delivery of all marketing material for the Scottish Government’s HPV (Human Papilloma Virus) campaign – the largest and most complex immunisation programme to be undertaken in Scotland for a generation. Working with external partners, a cross-organisation NHS Health Scotland team and external agencies to develop a microsite, a website (fightcervicalcancer.org.uk); and produce and distribute over 450,000 print items. Both the campaign and website were shortlisted for the Communicators in Business Scotland Awards in 2008 and won a gold award for best public sector campaign.
As the Channels Manager at Scottish Widows I was awarded the Communicators in Business Scotland Award for the best redesign of Lifetimes, the Scottish Widows magazine for employees.
I’m the former editor of two B2B magazines Property Executive and Business & Finance Scotland – and over the years have contributed to many others.