Copywriting work
“Words can be like X-rays if you use them properly – they’ll go through anything. You read and you’re pierced.”
–Aldous Huxley, Brave New World
Client: Business News Daily (business media company)
Project: An in-depth feature article on the importance of Corporate Social Responsibility (CSR) for small business owners.
The definition of business success goes beyond profitability, growth rate and brand recognition. In today’s world, customers, employees and other stakeholders judge a company by how its activity impacts the community, economy, environment and society at large. In other words, by whether it cares about the greater good and not only greater profit. Corporate social responsibility practices are a way to demonstrate your business’s stance on the matter.
Client: Business News Daily (business media company)
Project: An in-depth feature article defining Peter Drucker's ethical management theory and how small business owners can implement its principles in their companies.
Peter Drucker is an influential Austrian-American author, mentor and consultant who is considered the father of modern business management. His innovative thinking has revolutionized today’s theory of business and transformed it into an actionable and ethical discipline used by progressive business leaders worldwide. At the core of his approach to management lies the idea that to succeed, businesses need to put the development and well-being of their people (rather than just the bottom line) first.
Client: 256 (marketing agency)
Project: An in-depth article supporting and promoting a proprietary Content Maturity Model
What I did: model concept and development, visualisation, copywriting.
Content is the driver of all marketing. It makes business wheels go round and helps customers find and choose you out of myriads of other brands. It is a cornerstone of a solid marketing strategy and the fuel of business success. In short, Content is Queen (because, honestly, who appointed that ‘King’ anyway). We, as marketers, know that. Our clients/CEOs/executive teams/[insert another relevant department here], on the other hand... Well, let’s just say, convincing them can be an all too familiar challenge.* *If you’re an executive, non-marketing professional reading this post, I believe you’re a welcome rarity and will particularly benefit from what's coming next. So, how do you address that ever-present roadblock? They say that the first step to addressing a problem is understanding its essence and assessing its scope. Enter the 256 Content Maturity Model.
Client: 256 (marketing agency)
Project: An in-depth article supporting and promoting a proprietary framework
What I did: model concept and development, visualisation, copywriting.
Have you ever heard a swing band play? The robust energy of a trumpet, the deep metronome of a bass, the moody cheek of a saxophone. Clarinet, piano, trombone, guitar… Each with its own character, purpose, and story. They don’t have a conductor to reign them in. What they do have is a drummer. With a steady, reliable beat that grounds and guides all the separate parts. And all of a sudden, where there could have been a cacophony of sounds, there is one wholesome tune that makes your feet go tap-tap-tap. Unfortunately, finding a ‘drummer’ to align multiple marketing teams can be a much bigger challenge. Before you know it, Social has created their own off-brand templates, Product went live with a major release before PR lifted the embargo, Content implemented a separate tool to track their publishing schedule, and Brand was left there to pick up the pieces. Welcome to the world of marketing silos. The good news is, if the above sounds familiar, you’re not the only CMO struggling with disjointed marketing. The even better news—we’ve got a handy framework for you to use to tackle this challenge. One step at a time. Let’s dig in.
Client: OnePageCRM (SaaS CRM company)
Project: A practical guide for SMB owners that provides a sales process framework while also highlighting the potential benefits of using the OnePageCRM product.
The pipes were old, so you’ve lost a deal. Wait, what? Bear with me. Today, you’re finally supposed to have a meeting with a prospect (Jack), head architect in a firm you’ve been trying to score a deal with for months. Jack’s colleague (Tom) happens to live in an apartment with old pipes that haven’t been checked in a while. Yesterday afternoon, one of the corroded pipes burst, flooding Tom’s apartment. He had to rush home and asked Jack to fill in for him on an important project. As a result, Jack had to stay late and missed his anniversary dinner. Which led to a fight with his partner the following morning, i.e. today. So during your meeting, Jack is tired, frustrated, and wondering about his sleep arrangements for the night. Given all that, how likely do you think is he to focus on your solar panel pitch? Cause and effect. The Butterfly Effect, to be precise.
Client: OnePageCRM (SaaS CRM company)
Project: OnePageCRM was launching a new three-tier pricing model. It came with several new features but also higher costs for the users.
What I did: positioning, launch plan, copywriting (including sub-posts), video scripts & production assist.
OnePageCRM was built with a simple purpose in mind: to help SMBs all over the world stay focused and take control of their sales. We know the pains and troubles of small businesses and have been developing our app to ease them. We want to empower them to drive more sales, without the distractions of admin or the need to maintain a “dead database” of a CRM. For the last 18 months, we’ve been working on a set of powerful new features to bring you a next-level sales experience. And now, we’re proud and excited to present… OnePageCRM Next Gen! But before we dive deeper into all the fantastic surprises we have in store for you, there’s someone who can tell you best about the whys behind this release—Michael FitzGerald, CEO and founder of OnePageCRM. Michael, the floor is yours.
Client: University of Limerick (UL)
Project: A comprehensive e-guide for future undergraduates and their parents to convey the benefits of choosing UL over other universities.
Did you know that 97% of UL graduates are employed or in further study? Or that we have the largest work placement programme among all Ireland’s universities? If you’re considering choosing UL for your undergraduate degree, this e-book will tell you everything you need to know about studying at UL: from the available supports to student life and from accommodation to getting the full UL experience from day one.
Client: Business.com (business media company)
Project: A comprehensive (+3,500 words) review of Salesforce CRM based on the conducted business interviews and in-depth testing.
What I did: product evaluation, business interviews, copywriting.
Businesses must successfully convert leads and manage and grow customer relationships to succeed. Salesforce CRM features myriad customization options to achieve these goals, empowering businesses of all sizes – and across various industries – to better understand and support prospects and customers. You can adapt nearly every aspect of the software’s interface and performance to help sales, marketing, customer service and technical support teams succeed. Salesforce CRM features thousands of fully integrated apps, plug-in scripts, and a superior API interface to help businesses create a flexible, customized solution. Once implemented, you’ll enjoy a beautifully designed product that’s speedy, powerful, and perfectly tailored to your company’s specific needs and processes.
Client: OnePageCRM (SaaS CRM company)
Project: An expert blog post on the essentials of email marketing, subtly linked to the promotion of a new product integration.
Email isn’t dead. In fact, according to the latest research, it’s alive and kicking… the heck out of other media like Facebook, Twitter, and Instagram. When it comes to engagement rates, social media sites come at an average of 0.6%. While email marketing boasts an average of 3.71% click-through rate and 22.86% open rate.
Client: Gamerant (entertainment news media)
Project: A feature article covering the release of Ghostbusters: Afterlife movie through the prism of a heartfelt tribute to a late actor.
Creating a sequel worthy of the cult Ghostbusters (1984) and Ghostbusters II (1989) was always going to be a high-stakes job, but Ghostbusters: Afterlife hit all the bases — consistent story, excellent cast, decent visual effects, and plenty of appreciative nods to the original films. The movie ticked two key boxes — it served as both a great new-generation Ghostbusters story and a nostalgic trip for the fans of the original installments. Moreover, Jason Reitman directed the film as a loving and beautiful tribute to the sharp-witted physicist and original ghostbuster Egon Spengler and his actor, the late Harold Ramis.