Experience
My clients have spanned a wide range of markets, including consumer, retail and industrial sectors. They include Bang & Olufsen, Toshiba, Wilkinson Sword, Whitbread Hotels (Marriott and Travel Inn), Novotel, House of Fraser, Capital Radio, The Unique Broadcasting Company, Zoffany Fabrics & Wallcoverings, The Eye Clinic, Denco Air Conditioning and Time/system.

I believe that good copy is more than just the clever use of words: it is communication, and writers can only communicate properly when they understand what needs to be said, and why; only then can they start considering how to say it.

Having worked as a client-side marketing manager, agency account director, client services director and creative director before becoming a freelance copywriter, I have extensive experience of both the strategy and implementation of marketing communications. This enables me rapidly to understand your objectives and write appropriately for your audience.

I am happy to work solely as a copywriter, or team up with one of the art directors from this site to deliver a full creative solution.

Click on the menu on the right to see samples of my work: please note that they are extracts only, and I will be delighted to show you more.

Contact Details
Whether you are seeking help with concepts and headlines, or fully developed copy, please call me on 01280 848283 or 07767 493651, email mike@mswords.co.uk

Toshiba Air Conditioning

Objective: Reinforce Toshiba's credentials as experts in the field, and demonstrate Toshiba's stance on environmental issues.

Target audience: Air conditioning specifiers and installers, facilities managers and building services managers.

Bang & Olufsen

Objective: Maintain contact with existing users, and generate additional sales.

Target audience: Existing B&O purchasers. Sophisticated, wealthy, style-conscious.

Result: A return on investment of 1800%.

Denco Air Conditioning

Objective: Generate interest in air conditioning, positioning Denco as a leading, trustworthy installer.

Target audience: Small businesses.

Zoffany Fabrics and Wallcoverings

Objective: Introduce the list of Zoffany stockists, and overcome preconceptions of interior designers as people who add to the cost or take too much control over the project.

Target audience: Zoffany designs and manufactures fabrics and wallcoverings to authentic historic patterns. Their products are designed for large country houses, and are admittedly expensive. The target audience is wealthy (quite possibly titled) and conservative (with a small 'c').

Time/system UK - a time management company

Objective: Add value to the Time/system product with a thrice-yearly magazine (OnTime), and maintain a relationship to promote loyalty to a product that is dependent on annual re-ordering.

Target audience: Existing users of the Time/system Business System, and those who have expressed an interest in the product. They are all business people, ranging from self-employed to those in large organisations, who have made a commitment to improving their efficiency, and the articles in the magazine reflected that.

I edited the magazine, collating stories and writing many of them. A typical article follows.

Decision Science

Objective: Explain the research services offered by Decision Science, creating sufficient interest and confidence to secure meetings.

Target audience: Research decision makers in larger businesses.

Business Age magazine

Target audience: Business decision makers, faced with the challenges of implementing new computerised Customer Relationship Management programs.