Long copy
Macmillan, NSPCC, Shelter, easyJet and Eurostar
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I’m just as happy writing a 5,000 word annual report or a 1,500 word blog post as I am a five-word headline. There’s nothing more satisfying than turning complicated jargon into plain English, with bitesize paragraphs and perfectly placed subheads. It’s the salted butter on a copywriter’s sourdough bread.
Annual reports
For many years, I wrote and edited the annual reports for Macmillan and Shelter - two of the UK’s largest charities. These briefs often lasted months, involved many clients and required a good deal of stakeholder management. One of my career highlights was receiving recognition from the Plain English Campaign for Macmillan’s reports.
Shelter annual report
Shelter annual report
Macmillan annual report
Macmillan annual report
Snippet:
“The scale of the housing crisis is now so severe we consider it a national emergency.
High rents, few rights and cuts to housing benefit are forcing more and more people into homelessness. Many others are living in unfit and unsafe conditions. To make matters worse, we are building the lowest number of social homes in seventy years at a time when we have never needed them more.
Shelter is driven every day by the knowledge that it doesn’t have to be this way. We exist because we believe in a society which is better. The right actions and collaboration between the public sector and government can make all the difference.
This is not a crisis without solutions. It need not be a crisis without an end.”
Web copy
Looking for a writer who knows how to make keywords work? Someone who can tell you the difference between an H1 and H2 tag? A word nerd who cut their teeth writing SEO copy for an Expedia company? I’m your guy.
Over recent years, I’ve also worked extensively on making sustainability accessible for brands like easyJet and Eurostar - with a particular focus on crafting clear, engaging copy for their websites.
Flyers and leaflets
From leaflets for people with cancer to booklets for the NSPCC, I’ve worked on all sorts of printed materials that need to be straightforward, sensitive and accessible.
Snippet:
“Hello,
In this booklet, you can find information and advice to help you protect children who’ve been trafficked, particularly those from Romania.
It takes a look at why children are trafficked and how professionals should respond. And it covers key things to bear in mind when working with children from Romania.
If you’d like to know more, the NSPCC’s Child Trafficking Advice Centre can help – just call 0808 800 5000 or visit www.nspcc.org.uk/ctac”