Arthur J. Gallagher International

This insurance giant decided to radically revamp its website, going multi-media and unveiling a dramatic new take on the brand, whilst maintaining a sober textual identity.

Visit the Arthur J. Gallagher International website

Madingley Hall

Madingley Hall was originally featured as part of the Institute of Continuing Education’s website. I extracted and streamlined key information, created a customer-friendly tone and applied it consistently throughout the new site.
Design by Chameleon Studios.

Visit Madingley Hall website

“It was good working with you. We are delighted with the finished product.”
Benjamin Durston Thorndyke, Madingley Hall

Exact Sourcing

This fresh-looking website needed some clean and straightforward text to reflect the warm, yet no-nonsense, approach of the agency itself.
Design by Twin Dots.

Visit the Exact Sourcing website

1: Defining objectives

OK, so you’ve decided to have a go at writing your own copy. Good for you!
But before you put pen to paper, you need to do a bit of thinking: what are you hoping to achieve?

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2: Target audience

OK, so now that you know what you’re trying to achieve, you need to be sure who you’re speaking to. (Forgotten what you’re trying to achieve? Go back and read Part 1: Objectives again!)

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3: Finding your voice

Now you know who you’re targeting, all you have to do is talk to them! (Not sure who you’re targeting? Go back and read Part 2: Target audience)

You can set the register – informally known as ‘tone of voice’ – by imagining the conversation in your head. If you’re aiming your copy at people of retirement age, no matter how forward thinking they are, you’re unlikely to start your letter with, “Yo! Wassup?!” It’s all a question of appropriacy.

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