Multi-channel copywriting & copyediting

Engaging. Authentic. Persuasive. Understanding your brand values, tone of voice and what is unique to your offering that will hook audiences, whether that be for longer-form channels like Email, Door Drop and Direct Mail, quick-hit attention-grab channels like Social, Display and OOH, or a combination of both.

High v Low Dwell-Time Channels

Strong understanding of how to form powerful pieces in longer form channels with higher dwell-times.

Opportunity to delve deeply into a cause
Exploration of the problems and the solutions
Using fuller stories to illustrate case, elicit empathy and show human side to the work.
Presentation of a deep and persuasive case for giving.

Extensive knowledge of writing for lower dwell-time channels.

Headlines and shorter copy that hit with immediate impact
Drawing audiences in to find out more
Pulling out key aspects of work and stories that will most strongly grab audience attention.
Being that final last-click piece of collateral that triggers a donation.

MULTI-CHANNEL INTEGRATED CAMPAIGNS

Working on integrated multi-channel campaigns means I can ensure alignment and a cohesive creative journey for audiences.

At Crisis, on the Christmas campaign each year, as well as on other big integrated campaigns like In This Together which was launched in response to the COVID pandemic, I have produced copy in-house for:

MAILPACKS
INSERTS
EMAILS
SOCIAL POSTS
WEBPAGES
PRESS ADS

I would regularly copyedit and update control creatives, and on collateral developed by creative agency partners, I worked closely with them, providing detailed feedback and strong guidance on copy to ensure optimal ROI.

As scriptwriter then Head of Creative at TM agency Listen Ltd, I produced TM scripts working closely with existing copy from a wide range of clients’ Cold and Warm Emails and print pieces, ATL channels and digital collateral for integrated campaigns like Stand Up to Cancer and emergency response campaigns on behalf of organisations like UNICEF and British Red Cross.