Retail Copywriting With Style and Substance

‘Thanks for the descriptions. I absolutely love them! They are laugh out loud, attention grabbing and much more. The headline in particular is amazing and really fits in perfectly with the tone of voice we’re aiming for. There’s nothing at all I’d change. Suffice to say I’m really pleased with everything so far :)’

Joanne Prangell, Founder, Elixi Beauty

Based on my copywriting work with CWJobs, RetailChoice asked me to write a white paper as part of their upcoming Christmas marketing campaign. I was asked to compile their survey findings into a 2,000 word whitepaper that would engage the retail industry by providing insights into consumer shopping trends over the festive period.

I was asked by Passenger to create branded content for their new blog to improve their organic search traffic and establish them as an independent surf/lifestyle clothing brand leader. I suggested that the best way for them to achieve authority would be to create inspiring, people-focused content that would add real value to the surf/travel/arts community.

Activewear brand Colter & Roe asked me to write the Our Story section of their website. They wanted to differentiate themselves in the activewear marketplace while communicating their ethos and showcasing their personality. After a workshop session with the client and some rounds of revision, I produced the final copy that’s now live on the Colter & Roe website.

Red Paddle Co asked me to review the copy for their new website. They wanted their renewed brand to communicate the quality of their products in a fun and engaging way. As part of my research, I arranged a video call with Red to learn more about their positioning in the industry and how they prefer to communicate with their customers.

After some initial project discovery, I came up with the idea of writing each story in the second person tense in order to fully engage the young target audience. Having researched previous Police campaigns, I was familiar with the tone of voice that the brand uses.

Creative marketing agency Mearns & Gill asked me to help write the copy for some print adverts for their client Jamieson & Carry. These adverts were to appear in the Grampian Wedding Directory and Aberdeen’s Press and Journal.

Hamilton & Inches asked me to write product descriptions for 80 of their new engagement rings. The copy had to reflect their high-end positioning in the market and incorporate elements of persuasion.

After agreeing on a structure for each description and establishing the brand’s preferred language and tone of voice, I wrote 48 descriptions, which included individual products and designer profiles. The client was very happy with the final results.

I was asked by Elixi Beauty to write the product descriptions for their newly-launched makeup brush line ahead of being featured in Grazia Magazine. With a fast turnaround time, the client was delighted with the final descriptions and brand story and the new brush line is selling very well.

Watch retailer Blink Touch asked me to name 10 of their new Naviforce watches. The names had to reflect the personality and lifestyle of the wearer. I also wrote 10 product descriptions that incorporated a storytelling element to showcase the watches in their most persuasive light.

After presenting three options for each task, the client chose the texts that they felt best represented their brand. The client was delighted with the final results and reported that the new copy was helping to convert customers on their website.