Copywriting and marketing support for a superyacht events company

The client: Asaro

Founded in 2012, Asaro create extraordinary events for guests travelling on luxury yachts around the globe.

They work with captains and crew of superyachts and mega yachts to create and deliver unforgettable experiences – from Ancient Olympic-style games in Greece to epic pirate adventures – that show their clients the world in a whole new light.

The need

With a small but solid base of repeat clients, George and Kirsty Brooks, founders of Asaro, were ready to increase awareness of the unique services they provide.

Their aim was to attract a new and wider audience of forward-thinking superyacht captains looking to transform their events programmes and exceed the expectations of their guests.

With marketing to the superyacht industry holding its own set of distinctive challenges, due to the privacy and discretion of the clients involved, how could they go about this?

The solution

I was introduced to George and Kirsty by brand specialist Paul Barrett, who had already done some in-depth work with Asaro to establish where they were as a brand and where they wanted to be.

My brief was to write Asaro’s new website, brochure copy and case studies, after starting with some initial messaging work to establish their new tone of voice (TOV), and producing helpful guidelines for Instagram postings.

Messaging strategy and tone of voice guidelines

I began by creating comprehensive TOV guidelines that focus on using powerful and emotive language to show potential clients how it felt to be part of an Asaro experience, rather than telling them.

I also went into some depth to describe who Asaro are as a brand, the way language supports their brand pillars, a guide to using plain English, and examples of their new TOV in action.

TOV guidelines were supported by a detailed house style guide – which covers everything from using the active voice and contractions to the formatting of dates – so that anyone writing about Asaro can do so in a consistent manner.

Website and brochure copywriting

Once the guidelines were approved, Paul and I met with Asaro’s chosen design agency, Green Chameleon in Bristol, to discuss the design approach for both the website and brochure.

Writing copy based on the tone of voice guidelines I’d created, we worked closely with George and Kirsty to create a stunning website and high-end brochure, plus standalone case study cards that brought to life each of the four types of Asaro event.

Positive feedback

George and Kirsty were delighted with the end result, and showcasing their new brochure and case studies at the 2018 Monaco Yacht Show generated some very encouraging feedback from the superyacht industry.

The project was a perfect example of how a small team with big ambitions and a fabulous service offering can benefit from bringing in experienced consultants to support their marketing, instead of expanding their own team.

Just weeks after its launch, the new website was awarded both the CSS Design Awards and AWWW awards for website of the day.

In the client’s words…

“Sarah recently supported us on our brand evolution project, which included reworking and rewriting a healthy amount of web copy for our new website, our new brochure and also a very helpful set of tone of voice guidelines and Instagram tips for our team.

“It was our first time working with Sarah, but she quickly got to grips with our core services and turned this into brilliant copy and was then very patient and flexible when working with us and our appointed design agency to deal with changes.

“We felt confident leaving this project with Sarah as she exudes positivity and passion for her craft, and showed a real interest in what we do and how to best present us.

“We’ve already had brilliant feedback for our new website, which we know is down to a combination of brilliant design and compelling copy.”

Kirsty Brooks, Founder and Director, Asaro
asaro.co.uk

Copywriting and marketing support for a professional footwear manufacturer

The client: Toffeln/WearerTech

Established in 1978, Toffeln develops supportive, protective and comfortable footwear for professionals who spend their working lives on their feet, with a core audience of nurses, surgeons, and chefs.

The need

Toffeln had a strong heritage as a British-based family business, plus a solid track record of sales – particularly in the medical and catering industries.

Despite this, brand awareness among their target audience was low, and a clear marketing strategy was needed to grow the business further. What makes their shoes stand out in the professional footwear market is the science, research and customer feedback that go into them – but they were missing an opportunity to shout about it.

There was huge potential to capitalise on the company’s credibility and position within the marketplace, and to build on what they had already achieved – particularly as little had been invested on marketing in recent years.

Big changes were afoot within the company, fundamentally affecting the structure of the business and its sales channels, as well as the way they market their products. This included the introduction of a planned approach to marketing through two key channels – the catering trade, and the medical profession.

Without an in-house team to support him, their new marketing director needed help – and fast.

The solution

I was initially recommended to Toffeln by Mat Jolly, owner of Cheltenham-based design agency, Jolly Good. Things kicked off with a day of naming work, in which we helped to create a new brand name and tagline that summarises the care and technology that goes into Toffeln’s latest range of shoes. They liked one of my suggestions – WearerTech – so much that they decided to use it on the shoes themselves, and to transform WearerTech into an entirely new brand, with a new website and marketing materials.

This work has developed into writing product brochures, sales process and marketing emails, video scripts, website copy, sign-up copy, packaging materials, and documents for both staff and distributors.

I’ve helped the company to establish a clear messaging strategy, and developed an informal, friendly – sometimes slightly irreverent – tone of voice that’s now being used across the board to communicate with their target audience.

Mat and I continue to work closely as part of Toffeln’s extended marketing team (a rebrand means they’re now known as WearerTech) often brainstorming ideas and discussing projects, while regular production meetings with their marketing director keep things running smoothly.

This is a perfect example of how a business with little in-house resource can benefit from using skilled and experienced consultants to support their marketing, instead of expanding their own team.

In the client’s words…

“Sarah is the kind of person that just ‘gets it’.

“She’s incredibly professional, always meeting deadlines and she delivers content that always exceeds expectations.

“The combination of her creativity, flexibility and her ability to put herself in the shoes of both our distributors and direct customers to deliver engaging and effective content, makes her a key part of the team.

“I know there is never a need to worry when Sarah is working on a project.”

Justin Rocyn-Jones, Marketing Director, WearerTech

Introducing a consistent tone of voice for an IT company

The client: Priority IT, Trowbridge, Wiltshire

Priority IT has over 10 years’ experience of providing expert IT support for small businesses in Wiltshire and beyond. The team help businesses in all kinds of sectors to get the best out of their computer systems.

The need

Priority IT were using a wide range of materials to communicate with their customers and prospects, most of which were too long, too technical, and didn’t work hard enough to convince customers of the benefits of professional IT support. Because these documents had been written by various staff, they lacked a consistent tone of voice and a coherent message that supported the company’s strong, jargon-free brand.

The solution

I rewrote a range of materials used by Priority IT to communicate with their customers, from emails to proposal documents. I also wrote blog posts for the company’s website and case studies that the team could use to promote the work they do for local businesses.

In the client’s words…

“Sarah has transformed the way we communicate with our clients. She has a great understanding of the marketing process, and how the right words can persuade potential customers to take action. She’s worked her magic on everything from case studies to emails, proposal documents and blog posts. I highly recommend her.”

Kieran Thomas, Managing Director, Priority IT
www.priority-it.co.uk

Crafting compelling copy for a success training company

The client: The Business Kitchen, Cheltenham, Gloucestershire

The Business Kitchen organise and provide a series of training courses, workshops and events to help Gloucestershire businesses become more successful.

The need

The Business Kitchen produce a vast range of communication and marketing materials to promote their courses and events, from website copy, emails and press releases to social media campaigns and exhibition copy.

As well as lacking a consistent tone of voice and a strong sales message, their copy often contained errors and inaccuracies. They needed help to raise awareness of the Business Kitchen and to promote the benefits of their training and events.

The solution

The Business Kitchen recognise that powerful, compelling copy is an effective way of growing their customer base and boosting their brand. Each month brings new copywriting challenges and documents to edit, and I ensure these are always persuasive, accurate and on message.

Employing me to write and edit their copy frees up time for Gill and Nigel to focus on growing the business. I have been involved in developing social media campaigns and even naming new concepts – I really feel like part of the team.

In the client’s words…

“We have been working with Sarah over the past 12 months to polish our messaging and the words we use in our communications and marketing materials. She has made a significant difference to the quality of our copy. She is extremely professional, has great use of language and is often able to turn things round quickly when needed.

“We would highly recommend her to other small business owners that want to make sure the written word is an asset to their business in whatever medium.”

Gill Smith, Co-Founder, The Business Kitchen
www.thebusinesskitchen.net