It’s interesting how one piece of work leads into another. Not long after working on the Delta Security website (manned security and close protection), and on sales letter writing for Chase Security Services, Mosaique asked me to write a suite of marketing collateral about new home security products and services for their client, Gloucestershire-based Cooper Security.
The work involved writing trade and customer facing literature for the company’s new i-on range of wireless alarm systems. At the same time, Cooper Security required various marketing and PR materials for the launch of their new Touchpoint installer support initiative – including a launch issue of a new customer newsletter.
To support the new i-on 16 intruder alarm system, we created a two-sided A4 data sheet to summarise the main features/benefits of the new system, product compatibility and ancillaries data. The key to this work was identification of salient elements and copy editing existing source material to the Mosaique brief.
This 10-page brochure was targeted at homeowners and focused on the ‘your peace of mind is everything’ message. A key challenge was to find a voice and tone that balanced emotion, suggestion of risk and product benefits without ‘scaring the pants off’ homeowners. Reference to the writing style in Volvo car brochures provided a helpful starting point. Here’s what Mosaique’s creative director said about the finished copy:
'...perfect. You’ve retained the best bits and still manages [sic] to get in the odd “while you sleep soundly” which I think is great. You are a brilliant writer and we love working with you…’
As part of the launch of the new Touchpoint installer support initiative, I researched and wrote copy for the pilot newsletter. This included an interview with Cooper Security’s then-MD. Yet again, my research and writing skills were brought into play.
During the course of the brochure and newsletter writing work, I also contributed to launch event invites, press release writing and other minor-but-important collateral used to support the launch of Touchpoint at several major UK venues.
Are you are involved in marketing security products or other technology? Do you need to communicate with a trade or consumer audience? If you find it a struggle to get copywriting off your to-do list, I can help.
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Watch Industry Copywriter for the Uchi Horology Series of timepiece art prints and clothing
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My latest in-depth watch industry mega-article – What Is Water Resistance - Is My Watch Waterproof? via @Watch Gecko
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