My friends at Bluesmith are in an enviable position. Established, with a clear sense of purpose and values, they know exactly what they’re good at and where they want that to take them.
Problem is, they’re not natural wordsmiths, often pre-occupied in the business of problem-solving for clients like The Co-op, Morrisons and Direct Line Group.
So putting all that good stuff into words – backstory, aspirations, vision – doesn’t come easy.
That’s where our long-standing relationship and my IT background came into its own. We quickly found common ground; and I helped establish their tone of voice, articulating exactly what it is they wanted to say, to attract more of the right kind of customers.
Here’s my response in more detail – the core themes of the heart of my copywriting for Bluesmith:
- Copywriting with a values-led approach that:
- Is focused on ‘why Bluesmith do what they do’
- Gives backstory; your realisations: what’s done wrong in your industry and how you’re putting things right
- Reassures and resonates with the reader: a shared worldview
- Key themes will include:
- Bluesmith’s nurturing culture where people thrive (how/why)
- What it feels like to work with your high-performing cohesive teams
- Descriptive real-world outcomes for clients
- Inject more confidence and certainty to the Bluesmith tone of voice:
- That we’re clear on what we stand for
- That our approach really does work
- That we offer (and can prove) genuine results
The brief also included a recruitment landing page. Bluesmith not only wanted to hire more technical specialists, they wanted to give their people a brand to feel proud of.
Not a problem:
With a little copywriting empathy, plus a new spin on those solid company values, I crafted a proposition meant to appeal directly to the right kind of candidates.
With a client as mindful, honest and clear-thinking as Bluesmith, all that was required was my injection of confidence and certainty to put them out there as the dependable IT software house that they truly are.