The business of B2B

I’ve written copy for businesses across a wide range of sectors, from finance to engineering. The key each time has been making it quickly readable, and easy to immediately understand the benefits it brings to the reader’s business.

Dyson professional

It includes Dyson’s range of professional machines, such as case studies for Dyson Airblade™ hand dryers for customer-facing washrooms, such as airports and motorway service stations.

That meant landing the hygiene and sustainability benefits versus paper towels, as well as the volume of people that can be catered for with a higher-speed hand dryer.

It also covers Dyson hair care for professional stylists, hotels and leisure venues, where there are particular requirements around durability and high usage. Additionally, the work includes Dyson vacuum cleaners, purifiers and lighting for offices, schools, libraries and other public environments.

Gradwell Communications

Gradwell Communications was set up because its founder was frustrated at the limited communication technology options for small businesses. Working with The House agency, I was asked to showcase the benefits of using Gradwell for new and potential users. The work included copy for a Welcome Pack, using a friendly, yet professional, tone for small business owners and IT teams. The design was fresh and interesting – far from the traditional IT copy for businesses – so the copy had to reflect this, particularly in the headlines.

Blue Sky Systems

Blue Sky Systems creates bespoke IT infrastructure and design for businesses and education. Working with Marcom agency, I was asked to create a case study outlining Blue Sky Systems’ innovative cloud-based IT offering. This included web copy and film scripts for various clients, including Northwood School in London, where Blue Sky Systems had implemented a completely new, cloud-based IT system. The film script needed to be a B2B piece for similar businesses, outlining the benefits of the system in enough detail to satisfy the most scrupulous IT Manager, without being overly technical.

T H White

A leading engineering company, T H White offers everything from agricultural supplies to electric cars. It needed to refresh its online presence with new imagery and copy, to portray the extent of its business and make it more accessible to potential clients. Working with The House agency, I helped deliver a web copy refresh, to match the completely new look and feel of the company’s brand. We needed to manage expectations, to deliver outstanding content for customers which the company themselves would be proud of. The site employed far more white space, colour and an updated tone of voice to give it a fresher feel and make it easier to navigate.

Ethical Trading Initiative

The Ethical Trading Initiative (ETI) brings together trade unions, NGOs, companies and key stakeholders to establish good practice in ethical trade and find ways to end the abuse of human rights at work.

One of the key ways they pass on their message is through training courses, run in-house by expert trainers. I was tasked to write a brochure outlining these course, and why it’s important that businesses get involved.

I wrote brochure and web copy, outlining what the ETI is and does, as well as explaining how their courses can help others to work ethically in global supply chains.

Prima Dental

A leader in precision dental products, Prima Dental gives industry partners the tools they need to supply dentists with cutting-edge equipment. Working with The House agency in Bath, I wrote web and brochure copy to describe why Prima Dental’s white label service helped suppliers deliver a premium offering. The tooth, the whole tooth…