Anstee Coil Technology is a successful global business that operates worldwide from sites in the UK, China and Mexico. Writing copy for the Gloucestershire-based company came through my long working relationship with Design Fibre in Stroud, with whom I've worked on several copywriting projects.
Anstee Coil technology's speciality is electromagnetic coils, ranging from miniature ballast coils for lighting, to massive 3m diameter flowmeter coils. Key challenges of the writing I've done for them have included demonstrating their considerable specialist experience and global reach, the range of coil technology applications that they're involved with, and making their story interesting for prospective customers without disclosing proprietary information. Additionally, both the corporate brochure and website had to be translated and localised for overseas markets after design and copywriting, which made the avoidance of potentially confusing colloquialism undesirable.
The brief for the company's eight-page A4 format brochure required a light, airy, image-led design. This was complemented by bite-sized blocks of text outlining carefully considered messages about Anstee's capabilities, team, strategic partners, customer focus and innovation since the business was founded in 1948.
The brochure represented a major step forward for the company. Previous 'brochures' had been little more than ad hoc data sheets, so my copywriting skills were exercised well. In addition to Design Fibre's skilled integration of the text and images, I used different copy devices to hold readers' interest and highlight key messages.
These included the company's mission statement, senior management profiles and quotes (to demonstrate company philosophies and emphasise the personal approach of what is still a family business), and genuinely informative 'factoids'
That's a taster of the work I've done as a marketing copywriter for Anstee Coil Technology. Although the specific details and requirements of the assignment were unique, getting vital website and brochure copywriting off to do lists and out in the marketplace is what I do all day long – and have done as a freelance writer since 2006.
I wrote while the Anstee Coil team got on with what they do best – building and growing a market-leading electromagnetic coil manufacturing business around the world.
Imagine how my brochure and web copywriting services could do the same for your industrial, engineering or technology business. I'm not an engineer, but as an experienced industrial copywriter I know how to translate matter-of-fact engineering stuff into engaging business differentiators and customer benefits.
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