...take a look at some examples:

When you’re selling a product, a service or a complex idea, words and pictures can make the whole argument for you. Making this all work creatively combines some specific skills and knowledge, and lots of caffeine.

Starting with all the tools you'll need

For example, direct mail can technically challenging. You might ask, “Does it stand out? Does it engage? Will it sell?” but there’s a few more things to think about:

• What can the latest print technology do for us?
• Can we vary the creative by target audience?
• Is the design possible to make? Will it fold? Will it enclose?
• How much will it cost to print and post?
• Can we make it VAT free? The rules are obscure and open to interpretation - which can be a good thing.

So, bring this knowledge in at the design stage. It just makes sense.

You’ll have the best chance of getting the outstanding creative you want. Without the last-minute panics. Within your budget.

This one-piece mailer is a direct response copy and concept job I did for Nationwide. It nailed the brief. Why?..

• It’s unusual - and it works
• Low cost (and VAT free) - For every 10k sent out, the mailed cost is only 28p per item.
• Gets to the point - just read the headlines.

How to communicate better (back to top)

“Advertising is salesmanship in print” (John E Kennedy 1904)
They’re your customers - or could be.
But they don’t really want a relationship with you.
So, make your copy persuasive and convincing, and keep your chin up.

I wrote the article opposite to demonstrate the difference copy makes.

Follow the step-by-step evaluation, then see what you think to my re-write. Go on, it's got pretty pictures in it.

"It’s only a bit of copy - what difference does it make?"

Making an emotional impact (back to top)

You may not realise it, but emotions influence rational decisions. There's just no getting away from the pesky things so make sure you're in control of the emotional impact of your message. Getting the balance right for your audience is tricky.

Charity fundraising letters are a prime example. People have become somewhat de-sensitised by “shocking” reportage in the media.

The sample charity letter opposite simply motivates the audience by gradually involving them.

The individuals in this sample aren’t real, but their experiences are. If you want to know more about the work of Macmillan Cancer Support, please go to www.macmillan.org.uk thanks.

Saying a lot with a little (back to top)

Sometimes you need to get a substantial message across quickly.

Preparation is everything. Take your writhing mass of info, strip it back to a bare summary. Piece it back together concisely and don't leave anything out.

I love jobs like these. Reducing over 2,000 words into the 230-word leaflet opposite is my kind of challenge. Maybe I need to get out more.

Choosing a tone-of-voice (back to top)

It's easy to make assumptions about tone-of-voice. Some say there's only one tone for business-to-business communications, and that's businesslike.

Even business people are people.

The leaflet opposite targets the person not the rational 'decision making unit'.

See more samples (back to top)

If you have a specific project in mind and you want to see some more samples of websites, emails, brochures, letters, leaflets, newsletters, press advertisements or whatever, just give me a call or send me an email.