How brand copywriting works
Brand copywriting works best when your project needs to prove its value in a marketplace cornered by monopolistic claims over qualities like self-expression, climate awareness, or well-being.

When brand copywriting is used
A big high-street fashion retailer, for instance, might create a loyalty club where membership only targets select groups with tightly-defined profiles. Brand copywriting appeals to exclusive tribal aspects of consumer loyalty, and so does not necessarily conform to any existing social norms.

Brand copywriting services
› Exhibitions and events
› Taglines and naming
› Websites and apps

How business copywriting works
Business copywriting works best when your project performs in service-ethos markets, where features are overlaid with strong appeals to rationale and credibility.

When business copywriting is used
An events provider, for instance, will want to weave staff reliability, equipment quality, and experiential formality into its seminar and conference facilities. Copywriting priority therefore is given to zero-cost high-value benefits that reside above basic brick-and-mortar features.

Business copywriting services
› Annual reports
› Brand manuals
› Tender writing

How consumer copywriting works
Consumer copywriting works best when your project performs in experiential markets, where prices tend to be decided more along perceptions rather than only market forces.

When consumer copywriting is used
An automobile maker, for instance, may promote maximum comfort, low fuel consumption, and cleaner emissions. Buyers across income brackets will prioritise each benefit differently. Consumer copywriting addresses each of these concerns via a series of nano campaigns written to target each bracket.

Consumer copywriting services
› Brochures and posters
› Ghostwriting
› Social media writing

How technical writing works
Technical writing works best when your project needs to inform and educate, then to sell, since target audiences are typically experts in the field and value expression over impression.

When technical writing is used
A logistics company, for instance, will want to differentiate itself by integrating knowledge of customs and trade law into its delivery services, to build more trust with its consumers. Technical writing prioritises facts over flashiness, focusing on knowledge and information to satisfy industry expectations.

Technical writing services
› Editing and proofreading
› Media releases
› White papers