There’s something human about good writing.
It’s like you’re in a conversation. A good chat.
There’s information to educate you, logic to persuade you.
You’re charmed by the warmth, and reassured by the personality.
Good writing sounds human. We buy from humans.
On the other side, of course, is the junk.
The brochure that talks about itself, not its customer.
The website written more for the search engines than the visitor.
The newsletter with no news.
The spelling mistakes, the typos, the negligence.
There’s no soul, no finesse, no class.
And no customers.
Here’s something to consider.
Sometimes, all you are, lies in the words written to represent you.
This is the responsibility and the power of the copy that speaks to your customer.
Hello, I’m Terry. Thanks for looking.
So far I’ve written brochures for car launches, conference centres and kitchen sinks.
Web copy for salmon farmers, engineers, marketing agencies, universities, restaurants, telecoms consultancies and tax experts.
Online headlines for fast cars and trains.
Radio for a symphony orchestra that got me into trouble.
My copy has cropped up in housing showrooms, hotel foyers and on the gents’ walls in the boozer. Legally.
I’ve appealed to the good people of Cheshire to donate money to its Queen’s School.
Explained why holidaymakers should consider using their Visa card abroad.
And asked your local supermarket to think about putting in a mezzanine floor.
My words have appeared next to naked models in towels, and on skirting boards which hide your wires.
As well as on the odd cartoon and Christmas card.
And a lot more besides.
I’ve been at it over 16 years – agency side, public sector side, freelance side.
I won a nice glass award which my son chipped with his Power Rangers MegaFist.
I have a First Class Honours degree in Spanish & Business, an FA coaching badge, and seven years among the Ford Cortinas, Vauxhall Vivas and Morris Marinas of a particularly oily car breaker’s yard.
My novel on advertising has been rubbished by the best publishing houses in London.
I’ve written a guide to good copywriting which might prove useful to you.
I ask realistic rates and I think being nice doesn’t cost anything.