Copy

Fall in love with copy.

You should try to.
Or, allow me
to fall for you.

Ben has not long completed the end of a Creative Writing BA (Hons) degree at Arts University Bournemouth, graduating with an Upper Second-Class Honours. He entered as a writer of fantasy fiction and songs, but soon started exploring, growing confident, and falling in love with a variety of other writing mediums – two of which are now crucial to Ben’s writing identity: nonfiction and copywriting. When enrolling on the course, he knew he wanted to return to the ‘real world’ as a writer. “But how?” he used to ask. Today, he says: “As a writer of memoir and copy.”

Life after university has Ben spending his free time working on his memoir-and-advice manuscript and entering entries to One Minute Briefs on Twitter – a place for copywriters to submit scamps and ideas for briefs posted daily. Furthermore, he often writes the copy for correspondence at his current place of work: a student accommodation village in Bournemouth.

In short: Ben is a creative writer of all sorts: fiction, non-fiction, songs – but, most importantly, copy.

On the posters below, you can find examples of Ben’s copy.

Thought process: “Visually, I worked with the company’s marketing guidelines, picking from their preferred colour palettes and fonts. The first display of posters were made when COVID-19 hit the business early Spring. They wanted to make the message of cleanliness and safety as clear and obvious as possible, plastering the buildings’ interior with the posters. For this reason, I kept them all the same colour – so students would know that blue meant COVID-19. Regarding the copy, I put the key words/phrases in yellow, and kept the overall content simple and direct – knowing that each poster would be read as a student or colleague glanced its way.

“The second display of posters covered a broader range of messages/subjects, thus I used a variety of colour choices. Meanwhile, I kept the writing and the layout the same, to give the buildings’ residents consistency. Once again, knowing that these posters would be glanced at, I wanted the message to be delivered – or at least alluded to – in the headlines.”

Mock websites – with a primary focus on copywriting:

Branding and taglines.

The best go unnoticed,
only to be remembered.

“I’m after a name for a dog walking business. Can you think of any?”
“Give us a mo’,” I said. And, a mo’ I was given.

The result: a choice of names, logos, and taglines.

Thought process: “The name came from the word a lot of dog owners use for walking their dog(s), whereas ‘South-coast’ was added due to copyright and clarity over location. Regarding the taglines, the they all suggest that allowing for someone else to walk your dog gives the owner a chance to relax – that is the message, the selling point, I wanted to give the business.”

Thought process: “Poole Paws was a way to bring together the location and the subject at hand in a name. Again, with the taglines, the message remained the same. In the end, taking all the ideas into consideration, the client went for Walkies and ‘Letting you of the leash’, delighted that I had not just come up with a name, but I had offered a logo and tagline to go with it – multiple, for that matter.”

‘One Minute Briefs’

Briefs are a gift, not a burden.

Speculative work

I’m always looking ahead, practising.

Headlines and taglines:


Dunk cheap and dunk chocolatey, anywhere you may be. Now that’s efficient and tasty.
(Bourbon biscuits)

Thought process: “I wanted to highlight that bourbon biscuits are incredibly cheap, no matter which shop you are buying them from. Adding the second line, ‘Now that’s efficient and tasty’, I wanted to emphasise exactly why ‘cheap’ and ‘chocolatey’ are good traits to have in a biscuit.”


You’ll both be down and ready in seconds. Let the day begin.
(Weatabix)

Thought process: “This headline shows how quick (thus efficient) it can be to eat Weatabix in the morning, ensuring that you can be ready (for work, for example) quickly too. I added ‘Let the day begin’ to the headline with more of an audio advert in mind. Either way, I wanted this line to emphasise the idea of being ready quickly – after all, it should only take the reader ‘seconds’ to finish the headline and be ready for the body copy.”


Tweetin’ hell, that’s tweetin’ good.
(birdseed)

Thought process: “I went for a more playful approach with this headline, using ‘tweetin’ as if it is a swear word. Furthermore, I chose ‘tweetin’ as the word, because it not only suggests that the birdseed is good enough for a bird to sing about it – it is good enough to be shared and tweeted about on Twitter too.”


Speculative website article: A new loan launched – SMEs can bounce back and grow with sustainability.

SMEs are now being offered low interest loans to buy or lease electric or hybrid vehicles. Starting at £100K, the EV Investment Loan will provide a wide range of companies access to finance, lending them a helping hand as they evolve into a more environmentally friendly organisation.

“Sustainability is increasingly important for companies of all sizes. We can now support their aspirations through our comprehensive green lending proposition.” This is what Amanda Murphy, HSBC UK Head of Commercial Banking, had to say. Meanwhile, her colleague and Head of Sustainable Finance, Rob Kind, added: “Many stakeholders are now considering a company’s green credentials when making decisions about whether to work with, work for, or invest in that company.” 

The EV Investment Loan does not just meet the green demands of SMEs, but it meets their post-pandemic needs too. The global economy is expected to see a downturn. However, this scheme offers an opportunity for SMEs to adapt, to trim their energy costs, and to, most importantly, grow – all while kickstarting the UK’s motor industry in securing a greener future for everyone. With the Government committing the UK to reach net zero carbon emissions by 2050, this is the perfect timing for SMEs to take that courageous leap to greener pastures.

With the EV Investment Loan, SMEs only repay a set amount each month – with a very low rate of interest. HSBC recognises the need to tackle climate change, having committed itself to providing $100 billion worldwide in sustainable financing and investment by 2025. However, this low rate of interest is also a recognition that SMEs will, like the rest of us, require help as we recover from this pandemic. Despite HSBC winning ‘World’s Best Bank for Sustainable Finance’ at the Euromoney Awards for Excellence 2019, they continue to strive for further sustainability. The EV Investment Loan is just that.

HSBC is looking forward, and we want SMEs to blossom as they bounce back from this pandemic. The EV Investment Loan offers a breath of life with new opportunities, evolution, and a significant trust during, what is predicted to be, but may not have to be, testing times. The EV Investment Loan is driving a greener future – for SMEs, and for the economy. It is a chance to grow in a post-pandemic world.

Contact HSBC UK for more information, via: https://www.business.hsbc.uk/en-gb/bib-help-centre/contact-us. Alternatively, please call 03457 60 60 60. Lines are open 8am to 6pm, Monday to Friday.

Contact Ben about copy

He’s always happy to offer more examples,
discuss your ideas, and make sure that you and he make a good union – for the benefit of you, your
business, and your product.

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