Diespeker Magazine

Hot off the Press – the Diespeker Magazine!

There’s been a lot of talk about the death of print since the digital era began. Newspapers are closing – or at the least, shrinking, magazines are folding and online publications becoming ten-a-penny. But there’s nothing like print, you can’t beat a quality publication.

I grew up with the Twinkle comic as my main weekly reading material, gravitating to Jackie then the fabulous Cosmopolitan magazine. My dad read the Express and the Telegraph, my mum the Daily Mail. I, being a bit of a socialist, turned to the Guardian, devouring its alternative take on the world. I’m still a fan today.

I’ve been a writer throughout my career. My ambition was to write for magazines, but I only started after a move to Devon and career change into PR, when I began writing occasional features for Devon Life. I’m now on the contributors list. Made it.

But what of print in the corporate world? In the good old days I wrote copy for company brochures, manuals and leaflets. But what company has a corporate brochure now? Everyone has a website where up to date information is easily accessed by potential customers and clients. I’ve seen many annual reports, but not many glorious glossies celebrating the successes of a business.

Fast forward to January 2018.

I was asked by agency Terra Ferma Media to be the content editor for a magazine they were producing for Diespeker & Co. I couldn’t possibly say no. I manage Diespeker’s PR, so I know the company very well. Working to TFM’s flatplan, I scoured the content I had from the past two years, cherry picking the very best stories and repurposing them. I generated new content, via interviews and tracking down project stories. I worked like a demon to meet the deadline, while the design team worked on the overall design, and pulled together images to illustrate the content.

Finally, it was ready and the magazine went to print. There was then a lull, and then, a huge surge of excitement, as the magazine was presented to the MD. I was dying to see it. Finally, my copy arrived with a fanfare (well from me, anyway). It’s fabulous, a really beautifully produced magazine that people will actually want to pick up and read. I’m a very proud copywriter.

There are a limted number of printed copies, and of course the magazine is available online. If you want to take a peek you can order a digital copy here.

Magazine pageMagazine page

 

 

 

 

Photo by Nick Morrison on Unsplash

Ad Hoc PR Support

Although I work with the majority of my clients on a retained basis, I also offer an ad hoc PR support service.

This type of service is perfect for a one-off project, which could be:

  • Website copy
  • Brochure copy
  • Setting up social media
  • Temporary social media management for (eg) maternity cover
  • Awards entries
  • Blog writing

Retained or ad hoc?

The benefit of working with retained clients means I have the opportunity to get to understand their business thoroughly. As the relationship builds, so does the trust – and the client can clearly see that the service is meeting – and hopefully exceeding – their expectations.

With an ad hoc service, it’s more a case of having to very quickly understand the culture of a company, get their tone of voice straight away, and to present them as they wish to be seen. Having worked in so many sectors over the years means I am often able to jump feet first into a project. On the odd occasion it takes a few stops and starts to get it right.

Examples of recent ad hoc PR support

  • In the latter part of 2017 I took on a three-month contract with Dartmoor-based company Directions to manage social media (Facebook, Twitter and Instagram) for three accounts based in Suffolk – two hotels and a pier! Now that was a challenge, as I never had the opportunity to see the businesses I was representing. After a week or two of tentatively feeling my way, I got into my stride. By the end of the contract I believe I had enlivened all the accounts and left them in a positive shape to be managed in-house.
  • I worked with Ross Pollard at bathroom and kitchen designer Vision Installs to sort out his website, which had been half-way finished for longer than he wanted. I tidied the existing content, wrote new content and created case studies. The website became one that Ross felt able to point potential clients to.
  • I’ve helped Griffin Chartered Accountants with blogs, press releases and most recently, an awards submission. We’ve yet to find out if they have made the shortlist, but Griffin gave me so much quality information to work with, that I’d be surprised if they don’t. Griffin are featured in my portfolio as I work from them on an occasional rather than one-off basis.
  • Website company Cloudberry Digital needed blogs for some of their client websites. These are mainly food and drink based, so I had fun researching a variety of foodie companies and products. I always feel writing a blog should be much more than an SEO exercise, a blog should be written to be read.
  • I’ve also written press releases for a variety of small businesses including Exminster Garage, Baking Matters, Barrel Tops and Gleave Media.

What’s next?

If you are interested in dipping your toe in the water, using an ad hoc PR support service is a good way of finding out a) if we click and b) if you get value for money. You can then decide on whether you want or need to move into a retained client service. For more information please contact me.

 

Dining at Rusty Pig

Copywriting Rusty Pig’s oinking new website

Rusty Pig in Ottery St Mary is a long-term client. I first met owner Robin Rea when I wrote an article about him for Devon Life and we’ve been working together ever since.

I’m sure Robin won’t mind me saying that his website wasn’t really showing off the business as well as it could. So, it was with some relief that he told me he’d commissioned Rob Archer of Archer Studios to create his new website. Even more exciting, he was working with one of my favourite photographers, Matt Austin for images. Now, I have nagged Robin about images for years! Although I’m handy with my DSLR, the difference between my efforts and those of a professional have been documented before.

Copywriting

There was some discussion about how the copy was going to be written, and I was delighted when Robin agreed to me taking it on. I worked closely with Rob Archer to agree a word count for each section and played about with tone of voice until I got it ‘just so’. This type of website is not copy-heavy, and I really enjoy the discipline of cutting back the words whilst managing to keep the personality of the business. I also had to work fast – fortunately tight deadlines have never fazed me.

Launched

The website has now launched, and is a million trillion times better than the previous version. Take a peek at Rusty Pig and while you’re at it, why not book a table using the new booking facility!

Matt Austin’s images have been worth their weight in gold. Not only for the new website, but to illustrate a feature article I recently wrote for Devon Life, all about hedgerow cocktails at Rusty Pig. So nice to have wonderful photos to hand. And I’m proud of my headline ‘A sting in the cocktail’.

Rusty Pig feature

PR for inspiring businesses

Working in PR and copywriting brings me into contact with an amazing array of organisations. Some of these are large, established firms and others are small businesses, or start up. There are charities and community initiatives, all needing some help, whether that’s a boost, some advice about social media, or an ongoing PR service.

The last two months have been particularly interesting in terms of the businesses I have been talking to.

  • In Exeter I met Iain Smith, the owner of independent wine shop, Smith’s Wines in Magdalen Road, and ended up writing a feature for Exeter Life.
  • Down in Beer I was introduced to Swimboat for a feature for Devon Life – a little yellow boat that has been designed to accompany open water swimmers. I learned that there are thousands of intrepid swimmers who love to brave the waves for the sheer thrill of open water swimming.
  • I’ve been working with a lovely German nutritionist, Carola Becker, who, after learning to manage her own arthritis naturally, started up ‘Life is Good’ to help others to improve energy, lose weight and generally have a better life through better nutrition and exercise. I’m hoping some of this will rub off on me!
  • A call from Exeter Philharmonic Choir – I wasn’t previously aware Exeter had one – has brought me into contact with the world of composition and classical music, and I look forward to helping them gain more coverage for their concerts in Exeter Cathedral.
  • I also had a long chat with an inspirational lady in North Devon who turned to making chocolates from goats’ milk after her husband was made redundant (Caprine Capers). Having two children myself who were raised on goats rather than cows’ milk, I have a real interest in what she’s doing – hope there’s some taste tests involved….

I’ve blogged about telemarketing, parsnips and buying chocolate by post, I’ve written press releases about electrical testing software and I’ve helped out a friend of a friend who is Asian and needs to find a match donor.

It’s been an extraordinary few months, but such a privilege to learn about so many amazing things that are going on in Devon. I’m wondering what the next few months will bring!

Blog on!

This was supposed to be a March blog, but it’s taken a while to get round to it. So welcome to my first blog of April.

At a recent digital update seminar organised by CIPR, one speaker spoke of the nBlog 2eed to publish a blog at least every two weeks, and preferably more. You could hear a sharp intake of breath across the room. Who has the time?

Most of us understand the point of blogging. It’s a way of sharing your knowledge.

1. Blogs are good for Google. Each blog counts as a page, giving you credibility (as long as the content is fresh).
2. A well-written blog helps your customers to believe in your expertise.
3. Other professionals like to share the latest blogs – it shows that they have their finger on the pulse.
4. You can link to your blog on Twitter, LinkedIn, Google+ and your business Facebook page – it all helps your profile.

The downTypistside, of course, is that you have to schedule in some time to write a blog, using your own ideas and views, and your own inimitable style.

Like everyone else, I often stare at the blank screen waiting for the thunderbolt of inspiration. Should nothing come to mind, I find it a good excuse to make a cup of tea. If the tea doesn’t help, here are a few helpful hints:

1. Think about what you do best and stick to what you know.
2. Search for topics in your area of expertise and read what other people have been writing about. What would you think about their topic – something different to what they’re saying?
3. Don’t plagiarise, it’s extremely unprofessional. If someone has had great original thoughts that you agree with, share them and acknowledge the writer.
4. 4. Have a sense of humour. Most of your readers will appreciate your blog more if you don’t take it all too seriously.

Finally, keep your blog short.Shortstory

Flying Visit to the Devon Business Expo

It was great to pop into the Devon Business Expo last week and meet up with some of the most inspirational businesses in the county.

This was a flying visit for me as I’m up to my ears in that ‘orrible work stuff, but I was delighted to finally meet Mr & Mrs #DevonHour and admire the camper van lent to them by Devon Dubs. It was also a chance to catch up with some ‘old’ faces from the Deer Park Hotel, Cosmic Ethical and Devon Air Ambulance.

I arrived just in time to sit in on the media panel seminar and hear the latest from the good folk at the Express & Echo, Heart FM, Radio Exe, and event organiser, Best of Exeter. Also on the panel was Andy Cooper, editor of Devon Life, who wowed us all with his slightly controversial take on the power of the media!  

It was fun to chat with some of the Best of Exeter team – it may seem strange that I know the Best of Wimbledon & Merton crew better than the locals, but that’s another story!

There was much more going on – I didn’t have time to take part in the speed networking and would have liked to stay for the Tweet Met. However, I’m delighted to report that even in the short time I was there, I hooked up with two new potential clients – next time I’d better stay longer!

Well done to everyone involved, there was a lovely atmosphere at the event and good to see so many businesses taking part.

Fabuloso new website for Italian restaurant – just out!

I love working with Terra Ferma Media who are right on the ball when it comes to websites, social media, digital marketing and loads more.  (They’re also a good laugh).

When they asked me to write the web copy for an Italian restaurant I was delighted to oblige. It was lovely to have the chance to write about something close to my heart (well, who doesn’t love Italian food?).

To help me get the content just right, I needed to understand what it is that makes one Italian restaurant different to another.  I spoke to the lovely Roberto and as we talked, I realised that it’s the heart, the soul, the ‘Italian-ness’ and of course the sense of family that gives personality and warmth to one restaurant more than another.

The copy was fun to write; I researched Italian foods we think we know, but do we? Do you know what flour is best for pizza, or how to make a Spaghetti alle Vongole without ruining the dish by drowning the clams in tomato sauce?

I hope I injected a real sense of the London Italian into the website. And I hope that the footfall increases as a result. I plan to visit when I’m next in Belgravia and try one of Roberto’s recommendations!

It’s Only Words….

I read a fantastic piece about great copywriting today – unfortunately I forgot to bookmark it! But I’ve decided to write down the essence of what it said and mix it up with some of my own thoughts as well.

Copywriting has been around since way before websites and the digital era – it’s a craft in itself. There are many, many good writers out there, but not so many great.

Listen!

Listen!

A great copywriter is a listener – that made me feel happy, as I’m usually pretty quiet in meetings, taking notes (old-fashioned, I know) and trying to absorb as much information as possible, not only about the subject, but about the culture surrounding it.

Research, research, research! Look at the market you’re writing for, any competitors and what they’re saying. Then approach the copy in a different way, so your client will stand out from the crowd.

Good copy needs to be conversational – write as if you’re chatting to someone Bar chat!sitting next to you on a barstool, not a stuffed shirt in an office. It mustn’t try to be too clever – those long words that sometimes pop into the heads of us writers may seem cool, but actually they can alienate the reader.

Think really hard about the audience. Does that press release need to make industry bosses sit up and take notice, or should it inspire the reader to get involved in, say, a fundraising event.  Emotional engagement is key, either way, to make them read on.

A picture may paint a thousand words, but web copy is as important as the images that go with it. We may be drawn in by the pictures but if the words don’t match them in impact then the edge is lost!

Keep it short.

Cheeky!

Cheeky!