Copywriter for Hawksland Associates

It was a real pleasure working with aerospace and defence consultancy Hawksland Associates on their new corporate brochure. They wanted an engaging document that would make an impact with the senior decision makers at organisations such as Boeing, Airbus and other major aerospace and defence organisations.

Brochure copywriter for Hawksland associates.

Development of tone of voice

A key part of my brief was to develop a suitable tone of voice for the new brochure. After consideration, I put a case for moving away from the usual dry (dare I say aloof and impersonal) corporate speak that’s so prevalent in the aerospace and defence sectors. Hawksland, to their credit, set their reservations aside and gave me free rein to come up with a suitably fresh and engaging copy style.

Normal people with huge budgets to spend

So where did I start? Well, I worked on the premise that a corporate buyer is just an individual with a large corporate budget to spend. So often in the past (remember, I worked in the aerospace sector for several years) I’ve seen people switch from their normal engaging, articulate spoken style to dry, buzzword-laden corp-speak as soon as they have to write brochure or website copy. There’s simply no need for it.

Brochure copy for Hawksland associates.

I wrote as I’d speak to my reader face to face

Instead, I wrote as one would speak if face to face with the prospect at Airbus or whatever target organisation. I used short, simple sentences, sentence fragments and contractions. I happily began sentences with And and But, and I cut out jargon wherever possible. Add a healthy sprinkling of subheads to help the skim reader, short paragraphs and plentiful deployment of You and We and we were there.

Hawksland used my techniques in other communications

My client, by his own admission was a little wary at first. But I got support from his very experienced graphic designer (Julian at Julian Knott Design) and my recommendations were accepted. Even more of a compliment came when Hawksland started experimenting with my advice in their sales emails and got positive responses.

Positive feedback

I completed the brochure copy within deadline, it was printed beautifully by short-run digital printing and Hawksland started using it shortly afterwards. It went down very well, gave this consultancy the impact they wanted on the world aerospace scene and prompted positive feedback from my client and his designer alike.

Brochure content for Hawksland associates.

What worked for Hawksland could work for your corporate communications too

My copywriter skills helped Hawksland Associates open doors on the world aerospace and defence stage. Whether you’re in aerospace, defence, the automotive industry or engineering, imagine how I could help you and your organisation.

May I show you how I can add value to your online or printed corporate communications?

Please contact me.

Professional Body

Member of the Professional Copywriters' Network

Watch Industry Copywriter

Do you need to get writing about watches off your to-do list? Click the image below...

Watch industry copywriter

Uchi Horology Series

Watch Industry Copywriter for the Uchi Horology Series of timepiece art prints and clothing


Aerospace Copywriting

Harness my experience in aerospace, aerospace tech pubs and aviation copywriting. Click the image...

Aerospace copywriter

What clients say

'Engaging copy...more web enquiries...excellent results...pure genius as always.' – see what my clients say

Travel & Holiday Copywriter

Website copywriter for a top cycling holidays company...

Travel, Tourism & Holiday copywriter

A Copywriter's A to Z of the Baselworld Watch Show

Take a copywriter for watch companies (me) Then mention 'Baselworld'. Here's what it's all about – from A to Z...

Copywriter for Watch Companies - Baselworld A to Z

Harness the power of customer case studies

They're a powerful write-once-use-many-times way to get customers to sell the benefits of your products and services in their words – learn more here

Defence Industry Client Case Study Writer

Style & Fashion Writer

Copywriting for businesses in the style, fashion and watch industries...

Gloucestershire Style & Fashion Writer


Projects for clients facing similar copywriting challenges to you – read more

copywriter portfolio

Automotive Copywriter

Writing about cars, car parts and the businesses that mend and drive them.

automotive copywriter for audi vw specialist centre website

Engineering Copywriter

Experienced copywriter seeks more engineering copywriting opportunities – read more

Image of engineering copywriting samples

Luxury Watch Writer

Writing digital and conventional copy for, and about, luxury watch brands...

Luxury watch writer

Executive chauffeurs

Need a copywriter who understands your industry? Click the image!

copywriter for chaffeur businesses

Get words working harder for your UK helicopter business

Experienced copywriter seeks more helicopter-related UK writing opportunities – read more

Travel Copywriter

Here's one I wrote earlier. My take on Öckerö, Sweden. Wanderlust, I'm coming...

Bikes are a great way to get around on Ockero

How Good is your Website Content?

You missed my October 2014 Business Kitchen mini workshop in Cheltenham? Read the handout notes...

Handout for How Good is your Website Content?

As Featured in Gloucestershire's The Local Answer

Could you use some of the writing that engages Gloucestershire readers of The Local Answer? Click here to get in touch...

Local Answer Travel Writer & Fashion Writer


Visit Copywriters Gloucestershire: Writing Now