Most of us are well aware of the sophisticated psychology and store layout devices that major retailers such as Waitrose, Tesco and Lidl use to get us to buy when we are in store. But the location of each store in the first place is the subject of an equally – if not more – sophisticated process.
Maximise (UK) Ltd is one such specialist consultancy. I met its owner, David Haywood, at a business networking meeting. Shortly afterwards, David contacted me about copywriting support for his specialist retail store location consultancy. He needed a brochure that would represent his expertise at a high level in prospective client companies – and a series of cover letters to accompany the new brochure.
This was another classic example of a busy professional who doesn't have the time or the specialist copywriting skills to craft the copy their growing business urgently needs – in this case, a professional sales brochure to establish Maximise (UK) Ltd's professionalism and credibility among major national retail groups. The result was a massive improvement over the original in-house document.
So our first project involved copywriting to highlight David's considerable skills, experience and the benefits of the proprietary store location application he developed. I introduced David to graphic designer Sam Hemmings at Design Fibre in Stroud. Between us, we then crafted an integrated graphic and copy solution to meet David's brief.
The main components were as follows:
The brochures have been delivered to Maximise (UK) Ltd, who are delighted with the result of my collaboration with Sam at Design Fibre. Given the specialised, very close-knit market for store location services, the new brochures will establish the consultancy's credibility with the UK's main retail groups.
David was kind enough to sum up my contribution in his LinkedIn recommendation:
'Having not used a copywriter before, I was unsure what to expect. Following an initial meeting with Al, I was very impressed with his patience and willingness to understand my business, product and promotional ideas. The enthusiasm and creativity that Al introduced ensured that a top quality promotional document was produced.'
Now armed with his new brochure and sales letters, David is ready to promote an excellent product to the higher echelons of the UK retail sector. And along the way, his time has been freed up to concentrate on the things only he can do for his business.
Are you in a similar position as David? Are there too many things on your to-do list – yet you know that brochure (or website, or press release or case study) has to be written?
If so, I may be able to help get that vital business writing off your to-do list and working for you in print or online. To discover how, please call me now on 01242 520 573 or email me
'Engaging copy...more web enquiries...excellent results...pure genius as always.' – see what my clients say
Projects for clients facing similar copywriting challenges to you – read more
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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.
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