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Copywriting is the use of words to promote a person, business, opinion or idea.

Although the word copy may be applied to any content intended for printing (as in the body of a newspaper article or book), the term copywriter is generally limited to such promotional situations, regardless of media (as advertisements for print, television, radio or other media).

The author of newspaper or magazine copy, for example, is generally called a reporter, journalist or writer, not a copywriter.

(Although the word copywriting is correctly and regularly used as a noun or gerund, and copywrite is sometimes used as a verb by professionals, copywrite is not listed by major dictionaries.[1] Copywrite as a noun is always incorrect.)

I’ve written web copy, brochures, SEO, adverts, mailshots, DLs, straplines and articles on a wide of subjects, in many sectors.

Brochure Copywriting

Brochures can be overloaded with waffle.

The most important message is: what’s in it for the reader?

The vast majority of brochures exist to sell and therefore need to be both informative and persuasive, leading the reader (client) to a course of action.

Web Copywriting

Attention spans are short…

It’s vital to get your message across as succinctly as possible.

Key factors:

  • Website content must be engaging and relevant to the reader
  • Keywording must allow search engines to find the site and rank it accordingly
  • Website must be visually appealing
  • Selling on the internet differs from other mediums

Examples below:

Long to Short Copywriting

Essential for websites, I can edit your copy down to fit the space you have – without losing meaning, context or the desired message.

I have edited over 70 books, which involved thoroughly going through a large manuscript and reducing it down to a much more readable document.

I edited numerous process documents for American Express in 2013, ranging from 30,000 to 100,000 words, and in 2016 produced a 50-page brochure for one of the company’s biggest clients. /vc_column_text]

Proofreading

The most boring element of the copywriting process.

One errant comma can change the entire meaning of a sentence.

I like cooking my family and pets.

I like cooking, my family, and pets.

What a difference a comma can make.

Drop me a line if you don’t want to be confused with Hannibal Lecter!

Newsletters

Is it for your staff, potential customers, or existing customers?

Ascertaining the audience is the key.

Content differs according to the target audience, as seen below.

Staff newsletters

  • Feel-good human interest stories
  • Company information
  • Incentives
  • Company aspiration

Newsletter for potential customers

  • What do you do?
  • Why should they use you?
  • Example success stories

Newsletter for existing customers

  • Success stories
  • Deals and offers
  • Future developments

Most newsletters are a couple of pages and sent as pdfs. Paper versions are old-fashioned but I can do them too!

Book Editing

I’ve edited over 70 books.

All are published by Pitch Publishing unless otherwise stated.

2015

Eibar The Brave: Euan McTear

2014

Begg To Differ: Ally Begg (Rudling House)

2013

Brighton & Hove: On This Day
Edinburgh: On This Day
Plymouth: On This Day

2011

We Want Falmer! (Stripe Publishing)

Charlton Athletic: On This Day
Coventry City: Miscellany
Derby County: On This Day
Leeds United: On This Day
Liverpool: On This Day
Manchester City: On This Day
Nottingham Forest: On This Day
Tottenham Hotspur: On This Day

2010

Bradford City: Miscellany
Bristol Rovers: Miscellany
Coventry City: On This Day
Derby County: On This Day
Gillingham: Miscellany
Leeds United: On This Day
Norwich City: On This Day
Oxford United: Miscellany
Sheffield Wednesday: Miscellany
Swindon Town: On This Day
West Bromwich Albion: Miscellany

Darts Miscellany

Republic of Ireland: On This Day
Scotland: On This Day
Wales: On This Day

2009

Aberdeen: Miscellany
Blackpool: On This Day
Bradford City: On This Day
Bristol Rovers: On This Day
Crystal Palace: Miscellany
Gillingham: On This Day
Ipswich Town: Miscellany
Leicester City Miscellany
Motherwell: Miscellany
Norwich City: On This Day
Oldham Athletic: Miscellany
Oxford United: On This Day
Plymouth Argyle: Miscellany
Sheffield Wednesday: On This Day
Stoke City: Miscellany
Swindon Town: Miscellany
Watford: On This Day
West Bromwich Albion: On This Day

The Random Book of… Andrew
The Random Book of… Christopher
The Random Book of… David
The Random Book of… James
The Random Book of… John
The Random Book of… Matthew
The Random Book of… Michael
The Random Book of… Paul
The Random Book of… Richard
The Random Book of… Robert

2008

Aberdeen: On This Day
Carlisle United: On This Day
Crystal Palace: On This Day
Ipswich Town: On This Day
Motherwell: On This Day
Leicester City: On This Day
Oldham Athletic: On This Day
Plymouth Argyle: On This Day
Stoke City: On This Day

Contact me

If you have a query, require further information, or simply want to send in a bad joke, drop me a line at dan@copymatters.co.uk

Call me on:
07957 291718