Showing Legal & General how to sound clear and warm

Tone of voice, content strategy, training, copywriting

Legal & General wanted to make sure their new tone of voice was really working. Afia asked me to run a series of one day ToV training workshops for them. I also helped them rethink their key features document copywriting process. I rebuilt every stage, from first briefing through document planning and writing to editing and final sign off, along the way drafting four new KFDs.

Helping Lloyd’s of London write more impactfully

Content audit, content strategy, tone of voice

I was part of a team of three writers auditing Lloyd’s of London’s entire written output. We covered a lot of ground, from their regular insurance magazine to internal syndicate communications. I pulled together our findings in a substantial report, highlighting best practice examples, helping them understand what wasn’t working and sharing practical tips on communicating more clearly.

Writing letters, texts and scripts for the Bank of Ireland

Content strategy, copywriting

The Bank of Ireland used to run the Post Office’s current account service. When they decided to withdraw the account, they had to let every single account holder know and help them decide what to do next. I worked through creative agency Enough Said to plan out and write the chain of letters, texts and call centre scripts that guided account holders through the account closure process.    

Winning new business for Mastercard

Copywriting, editing

Mastercard’s new business proposals are usually more than 50,000 words long, and assembled from many different international sources. I worked with international teams, against tight deadlines, to pull together and edit four of them.

Describing Portfolio Metrix’s model portfolio services

Copywriting

PortfolioMetrix creates and manages investment products for investment advisers. They wanted to help those advisers explain their model portfolio services to potential customers. Working through The Marketing Eye, I translated some very complex product descriptions into words that advisers can use to help people with little or no financial expertise make the right investment decisions.  

Helping the European Investment Fund introduce itself

Copywriting

The EIF wanted a clear, simple presentation to help them tell the story of what they do, and how and why they do it. I helped its marketing team structure that story, then tell it in a clear, simple, impactful way.