Exceptional copywriting  

Articles | Brochures | Webpages | Letters | Social media posts

SEO optimisation | Keyword research | Digital advertising

SoMe packages | Email flows | Multi-platform marketing

Editing | Proofreading | Transcreation

Marketing campaign concepts | Presentations | Rationales

Branding | Tone and voice | Corporate identity

UX copywriting | Microcopy | Mobile apps 

Film storyboards | Subtitles | Supers

Customer journeys | Archetype development

A 40-year-old Englishman living in Denmark.

I've been a freelance writer for two years, after over 12 years working at large international companies in Denmark and Norway.

At Demant, I was a creative copywriter for their premium hearing aid brand Oticon. I was the general 'voice of the brand', making everything from blogposts and SoMe packages to films and SEO-optimised webpages. I also led the textual side of the concept development in their in-house marketing agency, where we often collaborated with many external agencies in Copenhagen.

Before that, I worked as a copywriter at Brüel & Kjær Sound & Vibration, where I wrote all sorts of texts. This often involved turning complex technical information into everyday language and finding and promoting the value propositions. I was also the managing editor of the company magazine Waves, which led a successful business-to-business (B2B) content marketing strategy.

If you would like to see my full CV, please don't hesitate to get in touch using the button below, or the LinkedIn icon at the top right of the page.

This was for an internal brand summit, where we were building enthusiasm and awareness among our global colleagues for our goal of becoming #1 in our industry. 

I identified the key takeaways from the various activities planned for the summit, and formulated them into clearly defined and differentiated value propositions. I then worked together with an art director, trying out different themes and images to support the overall messaging, until we found just the one we needed.

Here’s a campaign web page I wrote (in collaboration with many stakeholders), that is designed to promote to a B2C audience what was originally a complex B2B concept. Its SEO is designed to capture searches for ‘how hearing works’ and then gently lead the reader into content that focuses on the brain. This is to promote and continue owning the unique position in the market as the hearing aid manufacturer that’s strongest in brain science, and thus support the case for our proprietary ‘BrainHearing’ technology.

This a blog article about the same subject, which is also SEO optimized. However, it’s primarily conceived for SoMe sharing, and to tell the same story using more words. It helps to explain it more – before linking to relevant products.

Here's a product page that builds on the BrainHearing campaign shown above, promoting our premium hearing aids. 

Are you interested in more technical language? Here's a technology webpage about the amazing engineering inside the hearing aids. 

In the image below, you can see the associated point-of-sale materials with short and appealing messaging that promotes the core value propositions developed in the lead materials, to a B2C audience.

Here is a selection of social media posts and emails I have made. This is the 'execution' stage of the copywriting process, where the central concepts, taglines, and value propositions are tailor-made for specific media channel formats and audience segments.

Press the image to open a pdf reader

I've developed many marketing concepts. These consist of a slogan/tagline that encapsulates a particular campaign, with associated messaging and imagery. They typically start with the copywriter, while working closely with graphic designers and art directors, as well as product managers or whoever set the campaign in motion - the customer. Often, I make several different concept directions and distil them down into the best three slogans that each offer a different way to present the campaign. 

The internal customer may have a large group of stakeholders who all need to buy into the concept. That's where 'selling' the concept is critical. Getting all the creative considerations through to see the light of day takes clear internal communication with presentations, descriptions, and rationales like the one below.