Copywriting services, internet strategies and print marketing

Copywriting services, internet marketing strategies and print marketing
A professional copywriter will identify your hidden gems. The rare nuggets of knowledge and skill you've overlooked or not yet recognised. When found and crafted into compelling propositions, they inspire confidence and help secure important contracts.

Gems are not tangible features and benefits. They arise from extraordinary and often unexpected incidents where you performed beyond expectations. They are rarely written into web and print marketing campaigns.

Some years back I was working for a large aerospace company. During informal discussions with engineers, I discovered the 'gem' that would give them an important negotiating advantage.

The company designed and supplied carbon brakes to major airlines. They also equipped the 'land speed record-breaking car' (Thrust SSC) with carbon brakes.
The British driver said American engineers told him 'if both parachutes fail, it would be impossible to stop the car at 600mph using carbon disc brakes.'

Well, during tests, both parachutes failed. And the carbon disc brakes succeeded in stopping the car - exceeding everyone's expectations and proving their reliability.

Dramatic anecdotes like this are often discussed privately among colleagues. It’s important to write them down for new employees and clients as they inspire people more than sales pitches. They're also genuine as they emanate from direct experience - and can’t be copied by rivals.

your hidden gems
and how to find them

Copywriting services that give you a competitive edge

I've heard many examples of teams facing difficult challenges, from software engineers to lifeboat crews. When everyone pulls together, extraordinary outcomes can be achieved.

Here are my copywriting tips for helping you find your hidden gems

1. Your experience is unique to you. Be original and tap into your hard-earned knowledge. Keep a record of your achievements and encourage team members to do the same. You won't use everything, but you'll be amazed at what you discover.

2. Avoid quoting experts and their opinions. You're promoting your expertise - not someone else's. Always demonstrate your know-how with practical examples from your own experience.

3. Keep a skills inventory. You'll find it a useful resource for generating ideas and clarifying your direction.

Copywriting tips that help you create original marketing campaigns
Read more

Copywriting tips that help you find your hidden gems

Professional copywriting services that give you the competitive advantage

Copywriting services that inspire and influence people Copywriting services - client list