One clear argument across a campaign

The brief

Campaign copy can drift when each channel is written in isolation. The website leads with one benefit, the video with another, and supporting material makes a different case. The writing task is to settle the central message and give each format a clear role.

How I approach the copy

I identify the audience’s problem, the offer and the evidence behind it. That becomes the basis for web copy, scripts and supporting material, with the emphasis adjusted to what each reader or viewer needs.

• Resolve the proposition. Identify the audience’s problem, the value being offered and the reason to pay attention.
• Organise the evidence. Separate the central claim from supporting facts, qualifications and detailed explanation.
• Adapt for the channel. Keep the argument consistent while adjusting length, pace and emphasis for web copy, scripts and supporting material.
• Make the action clear. Connect the message to a next step that makes sense for the audience’s knowledge and level of interest.

The editorial decisions

Consistency does not mean identical copy. A short script needs pace; a landing page needs a clear offer and next step; supporting material needs room for evidence. I keep the claims and terminology aligned while giving each piece enough space to do its job.