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Case studies

How my copywriting has made a big difference to results and profitability

Copywriting case studies →

Direct Mail Copywriting

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freelance copywriter direct response - book mailing main . freelance copywriter direct response - book mailing inside
M&G: Financial mailings needn't be dull - this one was themed around classic literature.


UK copywriter - invitation pack for IDM (outer) . UK copywriter - invitation pack for IDM (letter) . UK copywriter - invitation pack for IDM (inside)
Institute of Direct Marketing: A straightforward stand-alone recruitment letter for the IDM that out-pulled the control pack (which included a brochure).


BT videoconferencing mailer outer . BT videoconferencing mailer inside . BT videoconferencing giveaway
BT Videoconferencing: A mailer promoting videoconferencing with the outer and the reveal The last image is a notepad giveaway.


Copywriting for Sparks charity campaign - postcard front . Copywriting for Sparks charity campaign - postcard rear . Copywriting for Sparks charity campaign - letter
Sparks Charity: Teaser postcard and letter for "One Day" campaign.


Virgin Money direct mail copywriting example
Virgin Money An interesting idea for a credit card that worked very well in practice - chose your design, rewards scheme and even interest level.


Heinz Salad Cream promotion - outer . Heinz Salad Cream promotion - main spread . Heinz Salad Cream promotion - sample page
Heinz Salad Cream: This sales promotion piece goes with the radio ads on my advertising samples page.


IBM mailer - outside . IBM mailer - reveal . IBM mailer - main
IBM: Using the medium itself to generate an idea. Don't try this one on a press ad, folks.



freelance copywriter CRM mailing - Nectar collector update front cover . freelance copywriter CRM mailing - Nectar collector inside . freelance copywriter CRM mailing - Nectar collector update inside (2)
Nectar: If you're a Nectar Collector you've probably had a Points Update or two written by me.
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Guinness CRM mailpack (1) . Guinness CRM mailpack (2) . Guinness CRM mailpack (3) . Guinness CRM mailpack (4) . Guinness CRM mailpack (5)
Guinness: Part of a long-running customer relationship marketing programme. This was aimed at people who liked having friends round for a few drinks.


Royal Mail direct mail leaflet outer . Royal Mail direct mail leaflet inside
Royal Mail: A business-to-business mailer for Royal Mail.


freelance copywriter direct mail - Citibank financial front . freelance copywriter direct mail - Citibank financial inside
Citibank: One of many brochures and mailpacks written for the world's largest bank.


Microsoft direct mail copywriting - outer . Microsoft direct mail copywriting - reveal . Microsoft direct mail copywriting - inside spread
Microsoft Licensing: Part of a larger campaign I wrote via Saatchi & Saatchi to improve the take-up and management of Microsoft licensing.