So, copywriting. Words with a proper job.

This is my bow’s newest string. I’ve done product work, internal comms copy, website zhuzhing and ghostwriting.

And about AI, while I’m not into using it to generate copy, a case can be made that AI-powered search is good news for small to medium-sized businesses and brands with stories to tell.

It’s also good news for copywriters like me who can make those stories zingy fresh and align them with developments in GEO (Generative Engine Optimization).

When I say ‘copywriters like me’, obviously I mean me: quil@quil.digital.

Here’s a bit on the work I’ve done so far.

One of the world’s biggest insurance groups

⚫ Background: The organisation wanted colleagues in different areas of its business to more frequently refer clients to each other.

✍🏼 What I did: I turned interviews with figures who’d shown what could be achieved with better communication – clients more widely serviced by the group; bonuses for the referring colleague – into engaging intranet articles.

⚪ Value: Leaders saw a greater willingness among colleagues to refer clients to other departments.

A Footsie 250 engineering and manufacturing company

⚫ Background: The client wanted to spread the word internally about its new set of company values.

✍🏼 What I did: I created snappy, personality-led articles based on interviews with figures whom managers believed embodied those values.

⚪ Value: A recognition among staff that the values were relatable and could mean something to their day-to-day.

A Footsie 250 tech company

⚫ Background: This company had grown by incorporating smaller operations. It now wanted to reconcile functions that could be centralised.

✍🏼 What I did: I researched and wrote stories for the company intranet that foregrounded the benefits of the project.

⚪ Value: The stories reassured staff during a challenging period, which helped make the whole process smoother.

A top leadership coach

⚫ Background: With multiple C-suite clients, this coach didn’t have time to work on their own content marketing.

✍🏼 What I did: I wrote blog posts that positioned the coach around topics they wanted to be associated with, and incorporated ‘voice of the customer’ (VoC) research into their website.

⚪ Value: More leads, particularly after the end-of-year ‘reflection’ pieces I ghostwrite.

An organisational culture consultant

⚫ Background: This individual did not have time to build a brand presence online.

✍🏼 What I did: I took the reins of the consultant’s LinkedIn, posting timely pieces about topical developments relevant to their area of business. I also finessed their website’s value proposition and created a strategy for attracting clients from a particular target sector.

⚪ Value: We’re gradually strengthening the consultant’s digital footprint ahead of reaching out to new potential clients.

An award-winning coffee brand

⚫ Background: The company was young but had recently won an award and so wanted to increase their marketing efforts from this position of strength.

✍🏼 What I did: I wrote lively and engaging product descriptions off the back of extensive research.

⚪ Value: Four years on, the company continues to do well and win plaudits.