Welcome to another issue of The Copywriter. This month we celebrate turning business advice publications on their head and finding a new way to convey the unique character of a historic school.

‘Grow Your Own Business’ written for the Welsh Development Agency, swaps all the usual tips for business start-ups such as worrying about cash flow and being nice to the bank manager for a new and more dramatic approach, focusing on the emotional experience involved in building a business. Our prospectus for Bristol Cathedral School on the other hand conveys the true learning experience involved in being at this successful institution. We focus on the real thoughts and feelings of staff and students.

As we head into Autumn we look forward to working on an exciting range of new copywriting challenges to round up another positive year.

Jeremy Stratton

Up close and personal

KATE KERSS

Copywriter

How long have you been writing for?

Well endless essays and one rather terrifying 14,000-word dissertation at uni aside, just over six years. Although saying that, I should also count the numerous travel features, gig reviews and student union election pieces penned in earnest for my student rag, which takes it up to nearly a decade.

What made you want to be a copywriter?

I like writing – I’ve always really enjoyed it ever since school so I thought why not do it for a living. It’s a bit of a cliché but I love the fact that I do something that I actually enjoy and get a real buzz from. I grew up wanting to be a journalist but after a brief foray into local newspaper life I soon realised that it wasn’t going to be the glamorous start to my career that I’d hoped for – so I decided to abandon it for an equally unglamorous and under-paid job in PR instead!  

Where was your first full-time employment?

I worked for a public relations company in London doing PR for blue chip clients like Railtrack, Barclays and McDonalds (fortunately I managed to avoid the mandatory day flipping burgers as part of my induction!).

What is the most bizarre piece of copy you’ve had to write?

Hmm… not sure, maybe the one about toothbrushes powered by sonar waves?!

What do you like doing when you’re not writing?

Hanging out with my boyfriend and friends, going on holiday and watching The OC, which I’m completely addicted to.

What do you enjoy most about writing?

Making things sound good, getting a whole load of information and turning it into something that’s a pleasure to read. Losing myself in what I’m writing to the point where I’m really, really concentrating and time flies and I’m seriously achieving!

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Growing business

Hot off the press and looking for all the world like a (slightly) scaled-down phone book is Stratton Craig’s latest project. ‘Grow Your Own Business’ is a business book like no other. Commissioned by the WDA and designed in a riot of colour by Cardiff agency 6721, it’s the funkiest thing to hit the new business world since flares went out of fashion for the first time. Woven in amongst its thoroughly researched factual content, seven opinionated Welsh businesspeople – from butcher to IT consultant – give the inside line on what it’s like to be your own boss: the highs, the lows, the thrills and the times you wish it would all just go away. At time of writing, the first 20,000 have already been distributed and initial feedback has been extremely encouraging. Further info can be had from www.wda.co.uk or go to www.becauseyoucan.com and look for the yellow book.

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Back to school

Stratton Craig has been working with designers in Bristol, writing a new prospectus for Bristol Cathedral School. The brochure used a fresh approach, telling the story of the school through the words of pupils, teachers and catering staff. The school loved the new prospectus and has already had lots of positive feedback. 

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The Book

Our brochure is hot off the press! It explains who we are, what we've been doing and who we've been working with. If you'd like a copy please give us a call on 01225 314 100 or click here to download a version.

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