30 real-life samples

I do hope you find the course useful.

The written word looks so different once it has gone to print. The downloads, below, should help you to
get a better understanding about the work copywriters take on...

Case studies
Case studies, like testimonials, are a great way to introduce an independent
perspective, wrapped up in a success story.

Case studies are increasingly being used on websites:

 http://www.simulation.co.uk/case-studies/scheduling-and-planning/lufthansa-technik-landing-gear-
services-uk.html

 http://www.whiteclarkegroup.com/case_studies/view/fga_capital_back_office

 http://www.whiteclarketechnologies.co.uk/case-studies/view/Iron-Mountain-Case-study

 http://www.simulation.co.uk/case-studies/simulation/barclays-cycle-hire.html

 http://www.simulation.co.uk/case-studies/scheduling-and-planning/walker-precision.html
Some clients like their case studies to follow a standard format

Increasingly, clients are opting for a more free format, editorial style

Some are packaged more like a sales brochure

Writing for websites

Because clients do change their sites regularly, these downloads are the original
Word version of copy.

Web copy for a small, local cleaning company

Sample copy for a web design company and another

A sample showing how, when requested, you can include SEO guidance for the client

Product flyers & data sheets

Unlike product brochures, which are generally bound with card covers, product flyers
are simple, single sheets or multiple sheets folded.

Large companies use them to augment their main brochure. This example is a
mixture of product flyer and data sheet.

As well as physical products, flyers can describe company services.

And they can border on being a brochure.

 Corporate brochures
Much copy you will be called on to write will be corporate and product brochures.

International corporations like the big picture. Another example.

A very different tone of voice is needed for a consumer product

Rather than products, you will often be writing about services

Another opportunity for copywriters new on the block is to work with local companies

'White space' (little text) is favored by many companies, especially in the professions

White papers
These are the meaty projects. They can take a number of different angles in very
different markets:

A short industry briefing for the Air Traffic Control sector

A cross-market paper on Branding

Many White Papers are written for the IT sector - in this case a software company specializing in the
shipping sector

Another sector that makes extensive use of White Papers is the telecoms industry

And engineers in particular are great consumers of White Papers

As a novice copywriter, it is unlikely that you will want to tackle White Papers yet, unless you already
have a specific expertise - you are an engineer, IT specialist, accountant and so on.
 _ Public sector
The public sector is culturally very different from the private sector. So, if your
background is in, say the civil service or local government you are well placed to
focus on that sector. You will have an advantage over 95% of copywriters.

There is huge potential writing newsletters 'celebrating' achievements

Writing brochures

And public information leaflets

As an 'insider', you will also know your way around the arcane decision-making and payments systems.

Voice overs
As a beginner, you will not want to get involved with scriptwriting, but in time...

In the meantime, here is a sample written for a security company

Another for a food quality improvements company