JustHeadshots.photo
Website and brochure copywriting
Photo credit: martinhobby.co.uk
Andrew Collier
“I asked two people to write the copy for our brochure and chose Lucy’s. The way in which her copy sold our services was much stronger than the other submission.”
About JustHeadshots.photo
JustHeadshots are the experts in profile photography to create a professional online brand presence. They hold drop-in headshots days in Warrington, Chester and Leeds, plus corporate headshots photography sessions on location or at your premises. From what to wear and how to do your makeup right through to where to stand, look and how to pose, JustHeadshots guide you through every step, taking care of every last detail. I know, I’ve been there and bought the t-shirt!
The brief
I first worked with Andrew Collier from JustHeadshots.photo to produce copy for their company brochure in 2019. We then had an opportunity to work together again in 2022 in my capacity as associate copywriter with Beech Web Services who were developing a new area of their website.
For the brochure, Andrew was very clear on his content objectives. He wanted the copy to channel his ideal client, to answer their burning questions and instil them with confidence and belief to book a headshot photography session.
The web brief was based on a pre-agreed website structure and new page design with clear sections and wordcounts. Copy was required for the main homepage and a secondary service page with FAQs.
Andrew and I arranged a telephone brief to gather all the information for the brochure content. We spoke in detail about his ideal client profile, the questions the brochure needed to answer, and how he intended to use the finished product in his marketing.
I prepared for the meeting by drafting a series of questions I would have asked had I been and individual or a business enquiring about headshots photography. We talked through these in depth with the intention of answering them all within the brochure content. Andrew had very clear ideas about the design and layout of the brochure which provided a good structure for our conversation.
Working within the agreed brochure structure, I drafted short key messages for each section, noting the importance of balancing the ratio of words and visuals. I understood that it was the images that needed to stand out. I used bullet points and sub-headers to keep the copy short whilst still achieving the desired impact. On each page I incorporated a client testimonial to bring to life the element of service discussed.
With a sound knowledge of JustHeadshots and their clients, I got straight on with drafting the website copy in line with the web page design. My existing relationship with Andrew meant I could contact him directly to fill in any specific knowledge gaps.
The process
Outcomes
Both the brochure and website are working well to attract new clients. Andrew uses the digital version of the brochure to follow up on enquiries. Having a professionally written and designed brochure helps JustHeadshots.photo to stand out in a crowded marketplace.
The website generates a good number new business of enquiries and provides a useful backup resource when meeting interested clients at networking meetings and other events.
Andrew says…
Like most business owners, I don’t have as much time to work on the business as I used to. It made sense to bring in a copywriter like Lucy. I wanted someone independent to bring a fresh perspective.
I actually asked two people to write the copy for our brochure and chose Lucy’s. The way in which her copy sold our services was stronger than the other submission. As for the website, I knew she would do a good job from our previous experience. She was tried and trusted.
I’ve worked with creatives for 40-odd years and can honestly say Lucy is very straightforward and efficient to work with. She takes the time and trouble to actually understand what you are trying to achieve and absolutely got that our clients are the heroes in all this. She understood their fears, expectations and aspirations.
She delivered exactly what I wanted and expected. My standards are very high and Lucy smashed it. If someone said to me ‘I need a copywriter’ I would give them Lucy’s details. She’s easy to work with, curious about your ambitions and goals, and asks the right questions to get the information she needs to write accurate, effective content.