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Tom Smee

Copywriter

Location icon United Kingdom

I'm a skilled copywriter with a passion for the written word and a desire to understand your business, help you communicate more effectively with your target audience and drive your brand forwards.

I write attention-demanding headlines, engaging web content and memorable campaign straplines. For the last four years I've been working at a marketing agency, generating a successful portfolio of effective web, marketing and PR content, as well as successful tender submissions.

I have written for various industries including financial services, logistics, retail, public sector, health & wellbeing and pharmaceutical. I also have experience in writing complete editorials for printed newsletters and digital magazines.

Portfolio

Web Content

Jet Express
06/01/2019
Website & blog content

The main aim of this website was to generate leads that the staff would then turn into sales. To achieve this, I used clear language to explain the services to prospects without any jargon, and regularly directed users to submission forms where they could find out more or submit details for a quote.

Suicide Awareness Campaign
12/10/2018
Website & blog content

The overarching campaign goal for Dudley Council was to reduce suicide rates to zero. The website had to help them achieve that by providing credible information and advice as well as encouraging those affected to seek help. Due to the sensitivity of the subject, I ensured the content was helpful, informative, and delivered with a warm and approachable tone. In its first month, the site had 100% positive feedback from users who were asked to rate ‘How useful did you find the site?’ from 1 to 5.

The Journey | Utmost Wealth Solutions
Digital Magazine

The goal of this digital magazine was to engage with Utmost's brokers and clients on topics that fit their lifestyle, budget and ambitions. I wrote with a professional tone and kept content concise and digestible for their busy target audience.

PR

The Drum
06/11/2019
Jet Express provides logistical support for suicide campaign

A press release I wrote highlighting the fantastic result of bringing Jet Express and Reach Out together. This partnership has resulted in potentially millions more people seeing the Reach Out campaign. This piece was published in The Drum.

Script Development

Love Maths
12/15/2016
Voiceover script

This introductory video broke the ice between Love Maths, a new format of maths worksheets, and its audience. To engage with the audience I empathised from the outset, showing an understanding of their situation and the pressures involved. I then lifted the curtain on the product and explained how it can improve the customers' lesson planning experience.

Plan Tracker | Generali Worldwide
07/13/2017
Voiceover script

My first step in creating this voiceover script was to condense the initial content into something more concise and suitable for a voiceover. The initial doc was created by an account manager who was close to the PlanTracker product. From this I extracted key information that would engage the audience throughout and provide a clear understanding of how the Plan Tracker audience would benefit them.

Press Adverts

Scrivens Opticians and Hearing
10/14/2018
National Press Ads

I wrote catchy headlines and supporting copy to accompany some simple creative treatments. Engagement time for any advertisement is a matter of seconds, so these ads had to demand attention immediately. These ads were promoting free hearing checks with Scrivens Opticians and Hearing.

Brochures

The Post
06/26/2017
Printed Newsletter

The first issue of a direct mail piece that we sent to our clients containing opinion pieces, industry thoughts and case studies. Some of these articles intended to inform, where other sought to inspire.

Web Banners

Savings Booster
08/14/2018
HSBC Expat Web Banners

As these web banners would be on screen for a mater of seconds, our goal was to create a first frame that would grab attention immediately. The combination of intriguing creative and concise, direct copy helped us to achieve that goal.

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