Clippings
A selection of extracts from recently completed projects in which I have been involved as copywriter:
From a leaflet for the Roy Castle Lung Cancer Foundation aimed at generating corporate support:
“Want to drum-up great publicity for your business, increase brand awareness and give yourself and your customers a warm, fuzzy feeling?
Want to witness your colleagues actually volunteering for morale-boosting, team-building activities in which they will gleefully humiliate themselves?
Want to finally see the back of that ever-expanding collection of old printer cartridges and waste-toner bottles that’s starting to look like a potential candidate for the Turner Prize?
Want to do all these things and more whilst helping the
Who wouldn’t?”
From a website for Edward and Hampson Joinery Specialists:
“Since 1971, we have provided bespoke joinery services for a wide range of satisfied customers, from individual homeowners to major building contractors. Despite being long established, and operating from extensive premises with state-of-the-art equipment, we are, in every sense, a family business – family owned and family run; many of our craftsmen served their apprenticeship with us and have been contributing to our success for more than 20 years.
Our commitment to our customers has earned us places in the top 100 joinery firms in the UK and the top 100 fastest-growing businesses in Liverpool.
And all of this with very little advertising. Our superior products and excellence-as-standard service have resulted in a portfolio brimming with repeat business and word-of-mouth recommendations.”
From a website for an ebook promoting Holistic Facial Massage:
“It just isn't fair. Some people appear to have been blessed with an immunity to the ageing process. Without resorting to drastic surgery, painful injections, unproven drugs and the kind of creams and potions that cost more than the Gross Domestic Product of a small country, they seem to have effortlessly evaded the indignities of Time's passing.
Effortlessly?
Probably not. Perhaps they too have discovered the benefits of Holistic Facial Massage.
My name's Sam Benton, and Holistic Facial Massage is the culmination of ten years of research and experience in the fields of Holistic Therapy, Nutrition and Massage.”
From a leaflet promoting Elite Smiles, a laser-based teeth-whitening treatment franchise: “Your client loves you (you’ve just made her teeth 14 shades whiter, so of course she loves you), we’ve just given you £40 and it hasn’t cost you a penny. Just so we’ve got this straight: we’ve just given you money to keep your client happy (and a happy client, as we all know, is a loyal client) and it hasn’t cost you a bean? Okay, let’s rewind a little and find out how something so outrageously unlikely could possibly have happened. Your client saw the promotional literature in your premises telling her all about the Elite Smiles teeth-whitening laser technology. She was unable to resist the prospect of achieving the celebrity smile she’d always dreamed of. You referred her to us and she quoted your ID code. A month after her treatment, we paid you your £40 referral fee. Yes, it really was as simple as that. Because you’re one of Elite Smiles Partners, many of whom are earning up to £10,000 per year by taking advantage of the fact that over 50% of men and women are now considering teeth-whitening treatment
From the website for The Squirrels' Emporium, an ecommerce site offering unusual and new-age trinkets:
“The Great Gift Buyer. Every group of friends has one. The person who never fails to delight at Christmas and on birthdays or, sometimes, just out of the blue for no reason at all. Unusual gifts, unique gifts: they seem to have an endless supply, never running out of inspiration.
There’s nothing quite like the magical expression on someone’s face when they receive a gift that is truly unexpected, especially when that gift isn’t just something they didn’t expect to receive, but is something they didn’t even know existed.
The Squirrels’ Emporium is a treasure house of eye-widening and unusual gifts, the kind of new age store The Great Gift Buyer likes to keep a secret. Take a while to browse through our online bazaar and, we think you’ll agree, the mantel of The Great Gift Buyer could soon be yours.
Like all great gifts, our trinkets and curios provide a wonderful talking point. Just imagine the conversation after someone has unwrapped, say, the ultimate in new age gifts, the dragon incense burner: “Well, it was handcrafted from bamboo by Brazilian artisans. All traded fairly, of course, and using renewable materials.”
Although we are proud to be described as a new age store (and it’s hardly surprising when you take a look at our fantastic collection of new age gifts – fairy tale trinket box, anyone?) we like to think our unique gifts will appeal to a wide range of tastes.
So, if you’re looking for unusual gifts, unique gifts, ethical gifts, you’ve come to the right place.”
To discuss a potential project with a copywriter who has 20 years of experience, call me on 0790 661 2111 or email me at mail@michaelsellars.com.