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.
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.
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.
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.
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.
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.
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.
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