Take a couple of seasoned engineers with extensive consultancy experience and a mission to raise standards in the scaffolding industry. Add a marketing guru and her sophisticated vision for what the consultancy’s messaging should be, and the kind of voice it needed to reach the very top of this industry. Throw in a couple of false starts with another copywriting agency who tried hard to deliver the perfect website but didn’t quite nail it. Now introduce a massive sense of urgency and a website due to go live any day.
That’s the position Kitall were in when they came to me. Their previous copywriter had found the right messages for the website copy, but they were kissing the corners rather than hitting their readers smack in the middle of the mouth. And the voice was too small. It didn’t give the impression that Kitall meant business. It lacked authority.
Within 48 hours, the once-flabby copy was gone; imbued by the sound of leadership. The messaging was tauter and spoke with clarity and persuasiveness. Best of all, the client loved every word and requested zero edits. In the words of the MD, “you smashed it!”