Auroras Copywriting

The brochure is a very under-estimated marketing tool. In your office reception or at a trade show you need to have a document that represents your business effectively and tells people what you’re about.

When done correctly, brochures can enhance your brand, present a strong image and elevate your standing. When done badly, they’re just an ego-exercise that adds little value and offers no benefits.

A brochure is a great opportunity to market your business in a tangible and effective way, explaining why people should do business with you. You need to know what to put in and what to leave out and leave your readers wanting to know more.

If you don’t want to be left with thousands of brochures gathering dust in your stock room, give us a call. We’ll show you how to write brochures that people will pick up, read and act upon.

Originally aimed solely at IT Professionals but now much more widely read, white papers enable a wide range of potential clients to understand issues, compare products and services, solve problems and make decisions. They offer a written explanation of a topic, outlining the benefits in plain English and backing up all claims with convincing facts and evidence.

Distinct from press releases, blog posts, e-books and all other forms of promotional writing, white papers fall somewhere between a technical or academic manual and a glossy brochure. They’re generally between 6 and 8 pages long and in PDF, or else printed out and used in press kits, or at sales calls or trade shows.

White papers fall into three main categories:

Backgrounders. These are primarily concerned with technical features and the benefits of your product or service. Backgrounders may be issued, possibly in conjunction with a product launch, to journalists, industry analysts or channel partners.
Solutions. These white papers suggest innovative solutions to known problems and are more targeted at clients who are struggling with a specific issue.
Numbered Lists. These are a lighter-touch white paper. A compendium of lively, even provocative points designed to grab new attention and nurture existing clients.

Used well, white papers highlight benefits, provide valuable information, move you ahead of the competition and ultimately encourage engagement and sales. Get in touch and together we’ll work out how we can help.

When it comes to promoting your business to a wide audience of potential new clients, a beautifully crafted press release could be one of your most effective (and cost-effective) decisions. Press releases are a professional and (if done well) respected method of maintaining a media presence and ensuring a steadily increasing flow of traffic to your site.

Like any promotional writing, however, they are very easy to get wrong. A truly great press release must be:

Newsworthy. What’s the story? It can be a new hire, a new branch, a new product or service with an easily identifiable benefit for the public at large. Or maybe you’ve won an award, wrapped up a successful campaign or reached a funding target. Any great achievement that you’re itching to share is grist to the mill of a winning press release.
Genuinely interesting. Although it might be great news for you, will anyone else actually give a damn? Sometimes the real trick is figuring out why they will. We can help you with that too.
Eye-catching. In order to stand out from the crowd, your press release must have a killer headline that grabs journalists by the throat and compels them to read on.
Snappy, Concise, Well-Structured. All of which, of course, is much easier said than done. If you’re able to produce a press release – or better still, frequent press releases – that tick all of these boxes, your business will remain in the public eye and will continue to grow.
Give us a call and we’ll get right on it.

Advertorials are those articles you start reading in newspapers and magazines and if they’re really really good, you don’t even realise what you’re reading till you’re halfway through a purchase you’ve just been mysteriously compelled to make.

An advertorial looks like and reads like an objective piece of journalism, but in actual fact it’s a promotional piece of writing for you or your commercial offerings.

Advertorials usually have a specific goal in terms of a call to action. Either they’ll want the reader to sign up for something, download something, make a donation to a charity or good cause, visit a website or store, or of course, make a purchase.

Advertorials are usually much cheaper than traditional advertising, but they’re not the easiest things to get right.

The tone of the advertorial has to fit with the tone of the publication that hosts it, otherwise it’ll stick out like a third knee. If you get it wrong, it could backfire badly and cause significant damage to your brand.

So just for a moment, imagine the peace of mind you’d enjoy if you hired a professional agency to do it all for you.

With Aurora advertorials, you can be sure of sparkling headlines and absorbing, entertaining, compelling copy. We’ll also make sure it blends in with the host publication and that you and your company come up smelling of roses.

If you want your website to be brimming with optimised, regularly updated content and you do, you definitely do then the easiest way to achieve that is to have a blog.

When you have a blog, especially a vibrant, communicative, entertaining and informative blog that engages brains and starts conversations – search engines suddenly can’t get enough of you. And when search engines start rooting for you, you get a lot more potential customers visiting your site.

But increased traffic is not the only benefit of having a blog on your site. It’s also a highly effective means of…

cementing your reputation as an authority in your field
building a community with old and new customers alike
showing off about what you know and about how damn good you are
increasing interest in your Products & Services and ultimately driving sales
However, if words are not your business, the idea of writing a regularly updated blog might fill you with complete horror.

Happily, words are what we do best. We have many blog packages to choose from and we’ll get under the skin of your business and write the right words, in the right order, words that attract human beings first, and search engine spiders second.

We also offer an editing service, so if you’d like to write your blog posts yourself but don’t want to faff around making them perfect, drop us a line.

Copywriting cuts across so many things. It cuts across your website, blogs, brochures, social media, advertising, branding and anywhere that your business expresses itself through the written word. We’ve helped organisations shape their tone of voice so that their communication style is consistent and their brand is represented appropriately. We have also helped organisations put together integrated marketing and advertising campaigns and assisted them with making their message clearer and easier to understand.

If you need help in creating a consistent tone of voice across all your marketing materials and need advice about integrating your marketing and advertising campaigns, then please get in touch. We can help you with everything from conceptual advertising ideas and generating white papers to providing a regular consultancy service.

If you are an agency who needs an experienced copywriter to help them on an important pitch, then please give us a call, tell us what the brief is, and we’ll work with you so that you can hone your message to perfection.

For all your copywriting strategy requirements, call us now on 07712 134893.

Concision is hard. Really hard. This is why it’s harder to write a great short story than a mediocre novel. It’s why TS Eliot didn’t write haiku – he simply wasn’t good enough. And it’s why tagline or slogan writing is possibly the hardest to nail of all promotional writing.

But if you do get it right, a tagline can do incredible things for your business. It can lodge in the mind of anyone who reads it. Like an earworm, it can get its hooks into a person’s brain, taking you – or whatever it is you’re trying to communicate – with it.

Whether it’s for your website, your business or a specific product, a great tagline:

creates a positive and memorable first impression
includes a key benefit of your product
identifies something unique about your brand
The very greatest taglines are catchphrases that pass into popular use and become part of our cultural

landscape. Think of the following…

Melt in your mouth, not in your hands.
I’m Lovin’ It (grammatically incorrect but wildly successful)
Because you’re worth it.
Distilling the essence of your business into a few words that say both who you are and why you’re worth it is both an art and a science, and yet another reason you should definitely give us a call.

Auroras can create a snappy, effective tagline for your website, brand or product that – though small – can have a massive impact on your business.

Direct mail is going through a bit of a renaissance at the moment. With our inboxes over-flowing with emails and no chance of reading them all, when we receive a piece of post in the traditional way it can make an impact.

We’re not talking about junk mail here. We’re talking about carefully crafted direct mail that has been personally addressed and written with the reader in mind.

Direct mail needs to be well-targeted, creative and provide a solution to an issue that the customer may be facing. To do this you need to think about the headline, the nature and style of your content, who your target audience is and what they need. You also need to think about your call to action and how they can easily do business with you.

If you can achieve this, then your direct mail is more likely to be opened, read and acted upon.

Have you got something you want to say to your customers?

Direct mail is a great way of doing this and we can help you put it together.

Reports about the death of email marketing have been greatly exaggerated. Social media might have stolen some of the limelight but email still delivers more website traffic and conversions. If it didn’t work, you wouldn’t have every major retailer in the world using it and your inbox wouldn’t be jammed full of promotional emails.

Yes, email marketing is about persistence, but it’s also about writing and shaping the copy in a way that has impact and gets your message heard. This means great subject lines, informative and interesting content and killer calls to action.

You don’t have time to mess about with email marketing copy. You need to grab attention fast, explain what’s in it for the reader and tell them what to do next. Every word should be used wisely and your message needs to resonate.

Whether it’s through e-newsletters or email marketing promotions, you have a great opportunity to build an audience, gain more subscribers and get your content shared. If you want to know how, please call us now on 07712 134893.

SEO Copywriting used to be about stuffing as many keywords as possible into the copy in an attempt to fool the search engines that you knew what you were talking about. Thankfully, the search engines have now become more sophisticated and so has the need for better copywriting.

When somebody types a phrase into Google, it goes and finds the best results for that phrase. Your copy therefore needs to read well, provide clarity and give solutions. Keywords and keyword phrases still play a vital part but they need to be seamlessly integrated into the copy so that they don’t stand out like a sore thumb and appear incongruous within the context of a sentence. This is when it pays to work with SEO Copywriters who know how to achieve this.

Good SEO copy should read well, be clear and have some substance to it. It needs to be meaningful and tell your readers what they need to know.

Contact us now on 07712 134893 and we’ll show you how.

If you want to reach someone, and make sure they’re thinking of you, reading your words and investing their time and their money in your products and services, nothing is more effective than a professionally crafted and individually tailored and targeted newsletter.

Predominantly online now – although they can still be effective in print – newsletters not only allow you to keep your clients up to speed with all of your latest offerings, your special deals and your various bits of news, they’re also the perfect way to build a real community with your business, or your brand, or your personality at the very heart of it. In short, it’s the easiest way to build up a loyal, dedicated following. But of course, getting it right isn’t easy at all.

Great newsletters have:

eye-catching, click-friendly subject lines
informative, entertaining and concise stories
details of exclusive offers
news of upcoming events
links to even more opportunities for great content or products
a personal touch
Plus, you can also easily track how effective newsletters are by monitoring click-throughs.

We also offer a newsletter editing and finishing service. If you already write your own newsletter but you don’t feel you’re quite connecting with your audience in the way that you’d like to, give us a call. We can help you connect, and without having to lose your own unique voice.

Just making it sound better.

Great editors know the rules of grammar, but they also know when to craftily break them. Like Les Dawson playing the piano badly. They transform mediocre or even good writing into fantastic writing.

Our tip-top team of highly experienced editors will:

clarify your copy by removing ambiguities
increase the smooth flow of your copy by tightening up the structure
polish your style
tailor your copy to a specific audience
ultimately increase readability
Whether you require a total rewrite and major restructuring or just a little tweak to round off the edges and make your copy perfect, we can help. We’re as flexible as you need us to be.

We also have a team of proofreaders – members of the Society for Editors and Proofreaders – who can ensure that your copy is free from errors of spelling and grammar, as well as any potentially humiliating typographical errors. (“Warmest retard”, “Thanks for your massage”etc.)

From the formal pre-production phase of a major publication process to the last-minute read-through of an important blog post and everything in between, we can make sure you’re good to go live with total confidence.