Paul O'Regan, freelance copywriter
How would you define 'communication'? In my opinion, it's not just about sending out information. It's about getting through. Connecting with another human being in a way that has some depth and meaning for them.
The very brilliant adman Steve Henry described a typical ad as 'a wasp at a picnic', and that's true for most other forms of marketing communication too. When someone is trying to do something that they want to do (check their email, read a magazine, watch TV), you try to distract them. That certainly can work, but it's expensive, hard work and, frankly, a bit depressing for all concerned.
I think we can all do better. And the first step is to think of communication as a transaction, in which both sides benefit. Your target audience is not a wall to be blasted or a fish to be hooked. It's another human being, who has many demands on his or her time, but will be happy to give you a hearing if you can -- quickly! -- show them that they will benefit by doing so.
I have been writing and editing copy for businesses since 1998. My clients have covered the whole spectrum from Standard Life to the local artisan bakery, but whatever they do and however they go about it, my job is fundamentally the same. To present their messages in a way that is clear and compelling.
I've come to specialise in professional services, particularly in the legal and financial sectors. I've edited thought leadership pieces, explaining highly complex subjects so that my clients' expertise shines through. I've written blogs on a wide variety of topics and in many different styles. And, of course, I've written marketing materials in every medium from print to online.
I'm sure that I can help you to make powerful connections with the people that you want to reach. Get in touch and let's find out more about each other.
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Paul O'Regan, freelance copywriter
What do you love most about your job?
Firstly, I'm interested in business, finance, the wider economy, and how everything fits together. So I love finding out about how your business and your sector works (no charge for that bit of the process).
Secondly, I care about good communication, and it really annoys me to see it done badly. I get a great sense of achievement when I help someone to express their message more clearly and powerfully -- or maybe to decide what that message should be in the first place. You know that feeling you get when you tidy up the garage or the spare room, and turn it from being a chaotic pile of junk into a useful space? Well, that.
What inspired you to start your own business?
After writing and editing copy for twenty years, in every medium and for clients of all kinds, you certainly don't know it all. You never stop learning in this job. But you don't need anyone else to help you along the road any more -- you're perfectly capable of finding your own way, making your own decisions and, when you take a wrong turn, figuring out how to get back on track. As soon as you reach that point you're better off working for yourself. As Oscar Wilde said: "Be yourself. Everyone else is taken." That applies to your commercial life as much as to your personal one, I think.
Why should our clients choose you?
Because I have the experience and knowledge to get it right, first time. And because I really care about doing that.
Talk is cheap! And I'm sure there are other good copywriters out there. But I find that if people give me one job they usually give me many more. There are several plausible explanations for that, obviously, but I think it's because I provide a very good product and service at a reasonable price.
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