Expert communications advice for your business
There’s probably other people that do what you do, but not the way you do it (like Chat GPT versus a copywriter).
Knowing your point of difference can mean the difference between bye and buy. So, let’s figure it out and let people know.
I’ll help you craft your story with words and vision, transforming your “why” into messages that make more of the right people care about your business. By imagining the unique challenges that your potential customer faces, we’ll create copy and imagery that reveals you as the solution they never knew they needed.
Curating this with strategic vision and distinctive personality is what Lens & Pen Projects does.
Copywriting
With sharp wit and savvy insights I turn out copy that explains what you do, why it matters, and how it delivers value to your customer. Various copywriting techniques are used so that your content performs on different levels:
SEO Copy
Content written with keywords in mind to improve your relationship with Google
Conversion Copy
Information conveyed persuasively to motivate your audience to take action
Creative Copy
Storytelling to emotionally engage your audience
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Web users want to land on a page that answers their search queries and provides a practical solution to their problems. Let’s create a website that sets your business apart by demonstrating how well you understand your customer. Web pages to consider: Home, About, Services, Process, Portfolio, Testimonials, FAQ, Blog, Contact.
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Distill your identity, intentions and reason for being into captivating yet concise and optimised words for web or print. Elements include a Brand Story to use in collateral that can also function as the ‘About’ page of your website, plus Taglines, Mission and Vision Statements, and Core Values that epitomise your brand.
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Support your sales strategy by crafting a series of content that leads your audience through different aspects of your brand, addressing any barriers to sale, in order to clear the path for them to make a purchase and become your customer. The series can be made up of a Lead Magnet, CTA, Landing Page, and Follow Up Emails that discuss the advantages of your product or service or profile user experiences.
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By producing relevant digital content, such as blogs, profiles, Q & A’s, and ghost-written columns, we set up your brand as a companion, expert and empathiser - a place to turn to for reliable advice in your area of specialty. By offering valuable information to readers on a range of topics related to your business, we direct the online user towards landing pages on your website where you can offer solutions.
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Prompt sales by providing more detailed information about your value proposition, with product descriptions, stories full of unique selling points, recommendations and exclusive offers to subscribers. This series is made up of email marketing content that you can use to target leads in your sales funnel.
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Build your customer database by offering helpful content to your audience in exchange for their sign up details with which you can retarget them in the future. This includes Lead Magnets, e-Guides, Checklists,
Workbooks, Tips Sheets, e-Books, Case Studies and Videos.
Content Consultancy
Sometimes a business commissions content but doesn’t know what to do with it once it’s been delivered. Instead of leaving your investment to languish I offer after-care to show you how to schedule, upload, publish and leverage your content. We can also look at repurposing content so you can maximise it’s lifespan and get more bang for your buck.
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Having a coherent message and using content consistently are both key to successful marketing. Let’s check that any comms that go out are on-brand and timed right.
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Your content needs to point people to a place where you can capture their data, like your website, not a social media platform. I can help you with calls to action and leaf magnets that dangle that carrot.
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Mapping out a content plan is just as important as creating the content itself. Whether it’s designing the various pieces of content required to step through an email sales funnel sequence, the touch points of a seasonal campaign, or the keywords you should be targeting for your industry and audience, I can help you look at it holistically.
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Learn how to to upload your content to the backend of your website or channel, and populate it with the SEO components that Google is looking for, like meta title, meta description, permalink, H1 and 2 headings, tags, transcripts, descriptions, alter image text, and thumbnail.
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Let’s do an inventory to see what you’ve got out there that drives traffic to your website. Elements and ideas can be extracted from your existing blogs, web pages and newsletters to create new pieces for people to engage with.
Video Production
Audiences like video because it’s easy to digest. They can understand what you’re saying and make a decision quickly. So sharing videos that highlight aspects of your brand is a great way to get more people noticing you. But it can be costly if you engage a videographer, or look sloppy if you do it yourself. I can improve your ability to make better videos.
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Customer Testimonial
Explainer, Advice / Tips
Product or Service Launch / Campaign
Demonstration
Appreciation / Celebration
Event Highlights
Musings or Behind the Scenes
There’s 3 steps to creating audio-visual content. I’ll help you master the tasks within each stage so you have a plan to follow that brings your ideas to life….
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Before you start filming, you need to figure out what the action is and why. I’ll teach you how to develop elements such as:
Objective - the goal you want to achieve
Creative - the best treatment to reach that goal
Key Message - including a clear call to action
Script - detail around what people will actually see and hear
Shoot Planning - organising the logistics of filming including location
Resources - the equipment you’ll need and any extras or crew to assist
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Once you’ve prepped your plan it’s time to film. I’ll make sure you’re familiar with:
Technical Set-Up - from a handheld iPhone to assembling a mic, lights and tripod
Camera Settings - resolution, frame rate and aspect ratio
Filming Skills - composition, stabilisation, tracking, tilting
Camera Framing and Coverage - establishing shots, pieces to camera, cutaways, mid shots, close ups
Media Training - eyeline, voice and expression, body language and gestures, wardrobe, makeup
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Once you’ve gathered the content you need, it’s time to cut it together, upload it and share it in line with your marketing plan. I will guide you through:
Editing - assembly, transitions, music, captioning, versioning
Output - versioning, uploading and SEO, hosting, publishing and sharing
Repurposing - cut-downs for different purposes, storing content
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For bigger projects, my experience is in end to end delivery, mitigating the risks that creative work is notorious for. I can help you avoid the pitfalls that result from cutting the wrong corners on quality, cost and time. If you need to outsource production of your video content, please get in touch to discuss your project.
As a guide, if your project is simply coverage of a planned event that requires no producing, then a videographer might be a better option. But if you require content that drives a succinct brand message with high production values, a producer is more relevant. Because higher end video jobs require the planning and coordination of facilities and sub-contractors, such as studios, camera and sound operators, animators, grips and gaffers, voice-over artists, and editors, a clear brief is required so a budget can be ascertained.
Broadcast Operations
With an understanding of complex stakeholder environments, I specialise in being a key cog in the chain to deliver planning, operations and production for international events, commercials, documentary and factual programmes. From planning cable runs to camera positions, and liaising with rights holders and committees, I can assist. Please let me know if you’re crewing for an event and looking for a Producer and/or Production Manager to join your Production or Operations teams.