Copywriting
Why is copy so often an afterthought?
You expend all that time and creativity – not to mention money – putting together a knock-your-socks-off piece of promotional material. And indeed, it looks the business.
But the words let it down. Too many. Too few. Too complicated. Too simple.
Copy should complement design, not fight it.
BHP writes copy that fits. In every sense.
We come up with the right copy for the right product – be it an ad, a brochure, a newsletter, an annual report, a website… whatever.
Below you’ll find examples of work – an electronic portfolio. Take a minute or two to browse the bits that interest you. And discover why BHP is the last word in copywriting.
All Nikkei-listed Japanese companies are required by law to produce an annual report in (American) English as well as Japanese. Hitachi Construction Machinery is no exception. While financial accuracy is, of course, of paramount importance in a document of this kind, the opportunity exists for a little gentle “puffery” within the body copy. HCM were keen to exploit this chance – with our assistance.
The Yokohama Rubber Company’s tyres division is highly successful in the world of motorsports, and this monthly newsletter enables the company to plug those successes to tyre dealers worldwide (ex. US). Dealers’ enthusiasm for Yokohama product is thus maintained – and increased – so they push Yokohama tyres ahead of rival brands. A simple enough idea. But it works.
MCI is the US’s second-largest long-distance phone company for residential customers. This ad, aimed at Japan-based US expats, formed part of a highly successful campaign to gain ground on rival AT&T. Over the years we’ve written ads for some pretty big-hitters, including Continental Airlines, Barings Bank(!), Aeroflot and American Airlines. But big or small, we bring the same creativity and attention to detail to bear.
The Weekend City Press Review summarises the business and financial pages of the main Saturday and Sunday national press. It’s read by City people, who may not want to wade through 20-odd newspapers on their days off, but who nonetheless require an overview of what’s been happening, and possible implications for the Square Mile. To write for it takes discipline and an eye for detail.
MDF Systems, a Norfolk-based software developer, needed a new corporate brochure. Since the company was engaged in building a highly complicated software suite designed to make life easier for the user, it didn’t take long to come up with the strapline, and the rest of the copy flowed from there. BHP subsequently wrote, designed and produced a product-led brochure, along similar lines. > view brochure
Riddle & Hobb Specialist Plastics opened for business in Norwich in 1981. Over time the company evolved, via RH Plastics & Engineering, becoming Redco in 2000.The punchy new name required a punchy new corporate image. BHP were responsible for copy, design and production of this brochure/document folder. > view folder
Our senior partner was resident in Tokyo, Japan for four years in the late 80s-early 90s. On his return to the UK he suggested to his former employer, editor of the Tokyo Weekender newspaper, that he might want to run a regular “letter from Britain”. The editor agreed. The result was Sunset Empire.