Copywriting

Copywriting is so much more than simply putting words together for legibility. It involves getting into the psyche of the person being communicated to – and engaging them. 

At the end of the day – and, after taking into account the medium for communication, the subject matter, the organisation’s key messages and the client brief – at the end of the day, it’s about what’s in it for the target audience. Be they a reader, a watcher, a listener, or a speaker.

By taking into account all of the above and then focussing on them, you’ll enjoy engaging and effective communication – and optimum results.

Over many years, GoodWords has written copy for everything from financial giant ABN-AMRO’s ground-breaking consumer borrowing product, Home Equity Access, to luxury homes brochures, construction company websites and branding statements.

We’ve even edited and re-worked annual reports for organisations like Sydney Harbour Foreshore Authority, and written corporate letters and board statements, advertisements, flyers, cases for support and major communication and crisis plans.

We’ve also worked with other agencies and alliances to provide words for their clients.

You name the format and style, and GoodWords has written it. Long, short, online, offline, serious, fun, informative, entertaining… In fact, it’s why we originally called our business GoodWords.

That said, GoodWords specialises in virtually every format copywriting can take. This includes: 

  • Corporate brochures
  • Newsletters
  • Donor appeals
  • Online and website content
  • Advertising
  • Communication plans
  • Social media posts and campaigns
  • Editorial and advertorials
  • Crisis plans
  • Annual reports
  • Strategies
  • Donor acquisition campaigns
  • Client letters and information
  • Board statements
  • Gifts in Wills collateral
  • Sponsorship and bids
  • Case for supports
  • Radio ads and live reads
  • TV and video scripts
  • Speeches and presentations
  • Positioning statements
  • Branding
  • Editing
  • Key messaging
  • Slogans
  • Thank you letters
  • and much more.

“McDowall Creative worked with GoodWords for several years, beginning in 2002. In that time, a strategic alliance was formed for the provision of copywriting services for our major projects in business sectors ranging through corporate, financial and property.

“GoodWords partnered with our agency on pitches for new business and worked collaboratively with our creative team to deliver campaign concepts which saw successful outcomes.

“GoodWords’ skills come from an extensive background in writing, PR and marketing and  complemented our creative requirements. Our alliance was made easy by GoodWords’ proficiency in understanding a brief and moulding it into great copy to meet the ‘impossible’ of deadlines. Moreover, Stephen’s ‘can and will-do’ approach to our briefs was repeated many times over; something we relied on and valued immensely.

Personally, a strong bond developed over the years; where mutual respect for each of our businesses and our friendship was key to an enduring relationship.”

Sue-Ella McDowall
(former) Principal
McDowall Creative

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