When you can clarify your competitive advantage, and tell it to your customers, you can stop selling yourself as a commodity.
SEO on page
B2B Content Marketing
B2B Content Marketing
B2B Content Marketing
CharityThe Finchcocks Charity support the advancement of musical knowledge. The charity is home for a unique historical instrument collection
The project: future value proposition / positioning consultancy for the directors.
Grant-givingThe John Kerr Award Trust hold a biennial song competition.
The project was managed to a competition deadline and included: a website rebuild, information architecture clarification & charity positioning.
B2B TechnologyVehoGroup Ltd are a B2B asset management & compliance technology company working in the public, private and third sectors.
Business growth & new opportunities for the flagship app product made the time right for a positioning review.
The project included on-site value proposition & positioning consultancy for the directors.
SEO on pageSemantic-strong & context-rich language. Microcopy for the home page 'services' section.
As part of a wider site rewrite - to:
- Provide meaningful structure for customer conversion
- Reinforce the business authority and context for better SERP ranking results with Google, Bing & Yahoo
MusicWebsite content & structure | Communications strategy
Helping a multi talented concert pianist, specialist musical educator and consultant to:
- clarify the offering
- engage with potential clients through search.
This refined 'value proposition' was anchored to search engine optimised content.
“Play always as if in the presence of a master.”
ArchitectureStage 1 project proposal
Unesco World Heritage Site Practise: - development / copy editing for design team proposal.
AccountingWebsite content | Communications strategy
VAH Bookkeeping Services look after the numbers and forms to let small businesses focus on sales.
‘things which matter most must never be at the mercy of things that matter least’
To keep you focused on your business:
- Preparation and filing of your accounts
- HMRC SelfAssessment tax returns
Project RecruitmentWords for vision, values and organisational development.
'you cannot dig a hole in a different place by digging the same hole deeper'
The Project Pool Ltd is about bringing good people and good projects together. It’s about understanding that 'you cannot dig a hole in a different place by digging the same hole deeper'
‘....... things are changing at a faster pace than most folk feel comfortable with today
....... how things get done - (the most fundamental level of running a business, a corporation or public body) - has become the central question’
HealthReport writing commissioned by Carmarthenshire County Council: to examine how changes in the NHS delivery could strengthen the local economy.
""It is better to light a candle than curse the darkness"
This report "Making 'Opportunity Street' Work", was rooted in the Welsh Government Vibrant and Viable Places - New Regeneration Framework.
ConstructionCopy editing & writing was commissioned for the launch of the new site to:
- Explain and promote the value proposition
- Speak to both domestic and corporate clients with a consistent tone of voice
- Promote lead generation
The new website was developed by Glass Mountains Digital.
"Finding a company to help you every step of the way is not easy. Co-ordinating different groups of professionals and builders can give you a headache.
...... call us, it could be the only call you need to make."
AerospaceAerospace | Defence Technology | Procurement | Recruitment | Integrated Logistics Support. Saber moved into a new phase of international growth and export.
A full rewrite was commissioned to:
- outline the value proposition and service offering
- build a business voice that speaks to both defence and commercial stakeholders
"These are some of the most demanding technical standards on the planet. When you couple adherence to these standards with an understanding of:
- military protocol
- the inevitability of changing deadlines
- the need for rapid response in the face of changing plans and environments
you can see the leverage we bring to commercial projects and products too."
ApparelWebsite content & structure | Communications strategy | Tone of voice
Healthcare TechnologyGrowth - Nunet prepared for growth with a root and stem reframing of their public facing value proposition. This content rewrite was about bringing new customers up to speed with what loyal customers already knew - that for bespoke manufacturing, including healthcare technology, the search is over.
"When you’ve defined your brand, when you’re committed to your core values and tone, then your tangibles need to reflect that.
They have the power to support or destroy your brand and reputation because they are what represents you in the hands of the holder.
When you go before somebody else, when you put something in their hands or their homes, what reaction do you want?"
OutdoorsAdventuretogs have developed expertise in the niche outdoor clothing market based on heartfelt ideals for childhood - the tone of voice reflects a predominantly B2B focus and the content gets into the shoes of the typical schools and groups customer who is always juggling competing agendas.
"Being responsible for making stuff happen is a challenge.
Local Authority Schools | Forest Schools | Playgroups | Nurseries | Independent Schools
We understand that you want to make the right decision quickly so you can get on with teaching, schooling and nurturing.
We haven't dealt with a school or group that isn't under pressure in some way and we appreciate that with the shift in emphasis to outdoor learning many schools are finding themselves in new territory."
ConsultancyUser Fusion Ltd are a web agency specialising in Non-Profits, NGOs & University projects.
As part of the redevelopment of their lead generation processes they created a bespoke client proposal form.
The project included value proposition consultancy and copy for the proposal.
Natural ProductsWhen a product becomes a mission - this was about brand development through story-telling content. It was also an opportunity to get my camera out (I was a photographer in a previous life).
"Once upon a time
our hands knew what to put on our bodies….
then, they began to forget.
Don de la Terre is a way of waking up our hands and protecting our bodies.
Because your skin is the largest organ of your body, and more than 60% of what you put on your skin is immediately absorbed into your blood, it’s important you
make the right choices.
We keep it simple,
a few products to keep your skin hydrated, supple, nourished, healthy and beautiful.
(& we keep it free from parabens, propylene glycol and other chemicals)
Our natural products provide what you need, respect the environment and remind you of the power of your own hands to change things for the better."
Adventure SportsWebsite content overhaul to translate the passion of the business owners into a clear proposition for the business customers.
"PAP 'flying machines for pilots who love to fly'
We keep things simple for you. We stock the best motors and the best wings. Whatever your stage of flying, if it's kit or servicing you need, then you've arrived.
PAP paramotors are comfortable, low hang-point, machines that are superbly balanced. Typically, they allow the pilot to feel more of the wing and effectively use weight-shift control - a joy to fly.
ITV wings offer a perfect balance of inflation, take off capability and speed.
If you'd like to have a chat (we walk the talk and use this equipment ourselves) get in touch with us at Pap Paramotors UK."
FoodWebsite content & structure
Helping a talented freelance chef:
- communicate what he has to offer
- signal that he's open for business.
“I’m the not famous one. (The Welsh legend wanted to congratulate me on the food – chuffed)
EventsLanding Page Signups - 'The Battle of the Beards' is a day of tech workshops for IT peeps and pros to raise awareness of male suicide through CALM - the Campaign Against Living Miserably.
"Learning for a killer cause".
MembershipThe re-launch of the UK digital hub for Arboricuture raised questions about the member value proposition and the place of education, business and commerce on the growing platform. Consultancy | Content.
Arbtalk.co.uk is a hub for the arboriculture industry in the UK. If you're just starting out and you need business, equipment, tech or training support you're in the right place. If you've done it, made it, got a van load of oily t-shirts and have decided to give something back by sharing your knowledge or wisdom, then you're welcome too.
Just like a living tree, it'll always be a work in progress. Please have a look around, sign up, share and contribute the best you have.
See you inside.
The Arbtalk Team
ArboricultureA growing business - a site site rewrite for Ashley Tree Services was needed to reflect a new level of maturity and showcase specialist skills.
"We’ve worked in the forests of Europe.
We understand trees on a scale that most people find hard to imagine.
This means that however intimidating or problematic your tree work seems to you, we’ve been there and done it.
We bring the skill and experience you need to relax.
In a nutshell we know and care about trees and places."
EnvironmentBusiness Development - a complete site rewrite for TR33 Environments was needed to reflect the scale and breadth of the business expertise today. The new website was developed by Glass Mountains Digital.
"We’re very proud of what we do for our clients and like most people who work in nature we spend a lot of time on our knees in one way or another.
This is always humbling.
Now, whether you call it humility or respect or admiration for nature or ‘green’ or environmentally aware, if you’re looking to work with a company that cares about these things TR33 could be what you’re after.
We’ve grown organically in the last 15 years - from one man with a singular determination and focus to deliver the very best in arboriculture and horticulture ... to a team of 30 qualified arborists, horticulturists, mowers, cutters and all."
B2B Content MarketingAttention - this piece for the .gov Business Wales website highlights the competition for attention that small business owners can't afford to ignore.
"This is an automatic 'passive behaviour' response, which we're all tempted by because they're easier - they follow the line of least resistance.
Repeated passive patterns or the line of least resistance are like the warm water poured into hard jelly experiments of Edward de Bono.
The first warm water you pour onto cold jelly creates a channel and often a bit of a hole. The next time you pour on water it heads for the channel that's already there and makes the same hole a bit deeper.
That effect gets repeated.
So, what you get is a deeper and deeper hole in the same place.
Now, sometimes a habit or culture of doing the same things in the same way works for you. Sometimes it doesn’t.
When your business model changes you have to be particularly careful....
There's a good chance your business model and product has grown, improved and developed over the last 3 years. That's good.
If what you're telling the world about it on your website hasn't grown too (i.e you're leaving lukewarm water sitting in the old channels and hole) then there's a very good chance you're missing a trick.
At the best you're leaving money on the table because your old customers have lost touch with what you really do now and so can never be drawn towards it.
At worst you're confusing your new customers because what you say you do on your website and where they see your business going are 2 different things. That's confusion.
Confusion kills conversion.
B2B Content MarketingCreative Tension - this piece for the Huffington Post looks at innovation and progress. It draws on practical NLP as a useful tool for moving forward.
"Martin Luther King lived it in the public view, Peter Senge wrote about it and called it 'Creative Tension'.
Take one elastic band, stretch it between your left and right hands - picture your left hand as where you are now and your right as your vision. Really do it and you won't forget.
Now here's the interesting thing and saving grace: that gap, left and right, vision and reality, creates an energy or tension that seeks to bring them together (feel it).
You can see where this is going. You can use that energy to bring your vision back to your current reality or you can move your current reality towards your vision.
What happens will depend on how strong the vision is."
B2B Content MarketingBusiness support blog for a marketing company. A practical reminder of the impact of copy on sales.
"As a copywriter my first question is ‘are your competition really better than you?’ It’s a good question to ask yourself too. Do your competitors make better dresses, cakes, services, wedding rings, food, (whatever business you’re in) than you? or, are they just better at marketing their businesses.
Are they just quicker at getting their trainers on? My money’s on the marketing.
To help your website do more of the work here are my: 5 Copywriting Tips for Your Business Website"
PRA piano school rooted in cultural excellence. It's important for the children and the school that this unique event gets noted and reported on.
"The party concluded with former pupil David Sechi .......
David said 'Julie advised me to hear the chord in my head before I played it and the difference that made was incredible! It gave the chord 'magic' and that feeling stayed with me'.
What stayed with the audience? A sense of the beauty and strength that can come from nurturing and development of talent. It seemed right to experience the event beneath the structural oak framework that holds the magnificent Rhosygilwen hall together.
From little acorns......"
GreenAdvertising - This Facebook local business page needed an anchor to frame the offer. The 1-minute video production became the pinned post on a busy selling page. It solved the problem of how to keep the important information up front and REACHED 762 people with 46 CLICKS in 24 hours.
"We are not to throw away those things which can benefit our neighbour.
(Clement of Alexandria 200AD)"
EducationNant Y Cwm School works with the educational impulse of Rudolf Steiner. School newsletters were edited in the spirit of the pedagogy and the seasonal editorial for each issue was written.
"When we look at images of Saint Michael we see two powerful pictures:
.... a courageous fighter with sword held high AND a balancer of souls – scales in hand.
If we ponder these images we feel our struggles with our own inner dragons, whatever they may be".