Gary . Specialist Writer
Senior
Specialties -
Web Writing, Proposal, Direct Mail, Internal Comms, Award Entries.
Words are powerful. Used well, they inspire, excite, educate, motivate, enthral and challenge. I’m quite partial to them.
I guess on reflection, writing has always seemed a natural thing to do. I started writing short stories at school, to critical acclaim (well ok, my English teacher liked them), I once wrote a tongue in cheek letter of mitigation to the Police to escape a fine for not wearing a seatbelt, which involved a dwarf, two packets of frozen peas and a chronic sporting injury. I beat the rap – no kidding.
I entered professional life as a lawyer. The ability to string decent sentences together comes in handy in that profession. I wasn’t that taken with the practice of law though, it just didn’t seem a “fit” for a number of reasons not relevant here. However, the discipline of legal practice did hone my ability to sift the wheat from the chaff, and as a writer, that’s gold.
I'm happy to formulate creative strategy with a client. Whether that be at a conceptual stage, or taking long or complex existing material and crafting easy-to-read copy that makes for enjoyable reading without sacrificing the context or meaning.
I’m a good listener, I think you have to be as a writer. (Who was it said we have two ears and one mouth for a reason?) Often, clients will give you a plethora of aural clues as to their intuitive feel for their product or service. Good writers pick up on those prompts. There’s great satisfaction in capturing just the right tone and sentiment as a result of hearing what they have (sometimes inadvertently) articulated.
As a writer you’re exposed to such a variety of knowledge and expertise. I’ve written across many industry sectors. I’ve explained how roofing tiles are made, how an insulin pump can improve the quality of life for type one diabetics, why ice caves form on glaciers, and how to minimise risk around the farm. I’ve interviewed high profile former Prime Ministers about philanthropy and tax relief for charitable donations.
I’m a little fanatical about tone and manner, brand personality and writing for your reader, not yourself - most clients prefer that.
Industry - pharmaceutical, rural, tourism, financial services, publications, healthcare, education, member services, retail, technology.
Long copy, print collateral, editorial, email, website copy, interactive, direct mail. Editorial/journalist style.
I started writing at a specialist DM agency which was a fantastic grounding. It taught me how to write benefits not features, and nothing but succinct “wiifm” copy was good enough. No waffle. How are we solving their problem, bettering their lives, or removing an anxiety? “You and your – not “us and ours”.
Wherever appropriate, I find conversational works better than formal. Grammatical train spotting may appease the purists, but most audiences are more comfortable and receptive if the communication style is relaxed. Almost as if they could be part of the conversation, and sometimes they are. This is not to be confused with over familiar.
Quite rightly, clients and customers have the power in relationships with businesses now, and most are very discerning, they’ll smell b/s a mile off. Be honest, don’t treat them like they are stupid, convey integrity and let your personality as a brand come through. Trust is always good.
Reinz
The Real Estate Institute of New Zealand re-invented itself at a fundamemntal level, subsequent to legislation removing the requirement for compulsory membership for licenced agents. This DM communication piece had to convey the fresh, responsive, bold new REINZ, actively representing its members' interests to the public and at government level. This pack generated a 90% positive response and alliviated any fear that a swtch to voluntary REINZ membership would see membership numbers decimated.
Tickthebox (Web)
A new concept in real estate in New Zealand. A website where the buyers register their dream home wish list and details of the homes that match their criteria are delivered to their inbox. Buyers can them decide to see the property or make contact with the owners directly or through the vendors agent. No more endless open homes to visit explaining your requirements over and over to different agents.
UniServices Corporate Profile
Auckland UniServices is the commercial arm of Auckland University. It’s in the business of marketing some of New Zealand’s outstanding research and product innovation from one of the most respected universities in the world. This was an exacting and demanding re-write for UniServices, (they were unhappy with their in-house draft). They were very pleased with the result.
Farmers Mutual Group (General rural insurance)
FMG are the country’s largest rural insurers. This is a fun and amusing interactive multi-choice quiz, with a serious message about sensible steps to take to reduce risk around the farm. We created a series of engaging characters, each representing a different risk, with advice as to what to do to minimize that risk. This was a highly effective medium for the message.