Copywriting

Dea Parkin
Specialist writer for business since 1991

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Writing the words for business communications. Enhancing your business or organisation’s offer. Marketing your brand. Making your communications effective. Contributing to your success.

My career began as a copywriter for a large ad agency in Preston, working on accounts such as Booths the Grocer, Pataks Foods, Fairclough Homes, Dorma, Monsanto and Preston Council.

In 1991 I established The Competitive Edge, now Competitive Edge Ltd, and I’ve spent the two and a half decades since writing for business.

Copywriting is all about selling benefits. Sometimes it can be clever and use wordplay to drive home a point. Sometimes it’s about making complex issues easy to understand. Sometimes it’s about telling a story and letting people draw the inference for themselves: this is who or what I want to be; this is what I need, this is how I can get it. Whatever form it takes, good copywriting gets your message across.

Clients have included: furniture and furnishing manufacturers; diverse retailers; schools and colleges; professional business firms in areas such as law and accountancy; technical recruitment consultancies; car dealerships; sole traders and SMEs; not-for-profit organisations and more.

The largest client I’ve worked for had a turnover of £80m. The company I’ve worked for longest, with a turnover of around £18m, has been my client since 2003.

I’ve written the copy for many different media. These are the most usual.

  • Brochures
  • Editorials
  • Prospectuses
  • Product names
  • Point-of-sale
  • Websites
  • Leaflets & flyers
  • Newsletters
  • Presentations
  • Straplines
  • Posters
  • Blog posts
  • Ads
  • Press releases
  • PRecruitment Ads
  • Direct mail
  • Emailshots

The biggest secret of strong copywriting? Sell the benefits, not the features