Tom Kennedy
PORTFOLIO
Copywriter
A Little
About Me
I started my professional career as a teacher, where I honed the skill of quickly learning complex information and concepts before presenting them in an engaging way.
To be engaging, it wasn't about being clever with words. It was about using the language and feelings of my audience to frame content in a way that resonated with them.
As a copywriter I continue to make sure I understand the audience as much as possible, using their own language in tried and tested persuasive frameworks.
The 3 key words that guide my work:
Simplicity, clarity, persuasion.
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Work Experience
Professional Experience
Comprehensive copywriting ACADEMY, 2022
Teacher, LONDON 2016-2022
sOCIAL WORKER, india 2015
Shepherd , PORTUGAL 2014
Antique salesmen and restorer, FRANCE 2013
Archery instructor, NEW YORK 2012
Freelance Work
sOLENT mIND
(2023)
FLASH aCADEMY
(2023)
Purlos
(2022)
ROLE MODELS
(2022)
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Skills & Expertise
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Specializing in Educational copywriting, I use my instinct for understanding the audience, natural empathy and sense of humour to build trust in your company and generate more sales.
Email sequences
Banner ads
blog posts
Build trust, make sales
Web pages
scripts
Ebooks
Social media
Ghostwriting
Examples of my work
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Subject line:
Have something to share? We’re listening
Snippet:
Get paid for your insights into health and social care research projects
Body:
Want to have your voice heard and make a real difference?
No one knows more about health and social care research projects than the people with lived experience. Your insights are invaluable.
At Solent Mind, we want to help service users and the wider community have their voices heard and make sure future research projects are built around the people they are designed to benefit.
That’s why we’re inviting you to attend an informal, interactive workshop that aims to understand what community members think about taking part in health and social care research.
Sounds like something you would be interested in?
Email Josh Bailey at jbailey@solentmind.org.uk to confirm your attendance now!
What you can expect:
- Financial compensation for your time
- An opportunity to help service users and the wider community
- A friendly discussion in a relaxed setting
When:
- March 3rd 2023, 12:30pm - 2pm
Where:
- Solent Mind Head Office, 15-16 The Avenue, Southampton, SO17 1XF
For further information or a chat about other ways you can help, contact Josh Bailey at jbailey@solentmind.org.uk
A clear email that persuaded past patients to sign up to a group discussion.
The client asked me to redraft 16 pages of their website. As they were preparing to expand their offering to different areas of education, they wanted a consistent tone that was more inspirational and less functional.
My approach:
I set up calls with the head of sales, learning, and marketing, as well as the CEO. I wanted to get an understanding of what their vision was for the website, as well as their differing objectives. Since the overarching objective was to increase sales of their app, I made sure that my mian source of inspiration for the copy was the customer: teachers and other educational professionals. I used my experience as a teacher as well as the research I did into reviews online, to ensure that the language reflected the customer - giving them solutions to their pain points and whilst inspiring them to action.
Drawing on all the information I had, I created a tone guide which I distilled into 3 key words: simplicity, consistency, inspirational.
Here are a few samples of the project
This software company provides automated
solutions to adminstrative procedures for
educational providers.
Their problem:
- They are launching a new software product aimed at schools- 'destinations'
- They wanted a 1250 word ebook aimed at informing teachers
- They are sending it to over 5000 schools – a potentially huge area of business with a need to get the first message right
- Didn’t want the language to be ‘too salesy’
- The product and context for it is complicated, involving the need for a huge amount of academic research
- A thorough understanding of the product, the audience and wider context in education was needed before writing copy that simplified the principle points and presented them in an engaging, informative and clear way.
- Time sensitive – 1250 words was needed in 2 days
My solution:
- Proactive and enthusiastic response with a clear commitment to the rushed turnaround. I was able to turn in the project early to give the client enough time to send revisions.
- Taking a series of calls from the CEO where I read between the lines to find out more about both the product and the specific business objective to ensure that the client's goals were met.
- Using my experience as a teacher to craft engaging, informative and conversational copy that resonated with the audience
- Extensive research into the product, context, atmosphere within schools, specific needs of people
- A clear, easy to follow structure with the latest relevant statistical analysis
- High level editing to ensure the copy is the highest quality
Role Models
B2C emails
Who are we communicating with?
Parents of children aged 5-13
What is the main thing they want customers to do?
Sign up to the Masterclass - a weekly zoom session for children to practise life skills
Business objective
Increase sign ups
What tone should the project have?
Persuasive, serious, informative, clear
The problem I was solving was that not enough parents were signing up to the 'Masterclass' session, and previous emails lacked a consistent tone that was informative, persuasive, slightly serious but not too much that it would turn off parents.
I needed to use my experiecne as a teacher to write copy that resoanted with parents, targeting benefits taht would draw them to the CTA and increase conversions.
Suzuki
Landing page SPEC ad
This is a piece of promotional copy intended for a landing page launching the new SuzukiJimny.
The problem I was solving was making the car appealing to a broad range of customers whilst playing into the existing cult following.
The tone is informative, dynamic and adventurous.
It’s back
The new Suzuki Jimny has arrived just in time. Built for adventure and adapted for professionals, this new light commercial vehicle is what we have all been waiting for.
Agile and robust, it promises to uphold Suzuki’s uncompromising dedication to delivering what customers want in a world that asks more of cars than ever before*. With an average 36.7mpg fuel economy combined with 101 horsepower, the new Jimny combines modern efficiency with power that is ready for any challenge.
Compact and lightweight, it easily adapts to city living, but take it off road and it really shows its strengths. Adaptive 3-link rigid axle suspension with coil springs and ALLGRIP Pro 4WD are just some examples of the small changes that will keep you comfortable and impressed in even the most demanding terrains. The perfect blend of personality and utility, it’s time to bring a little adventure back into your life.
*Suzuki voted ‘No. 1 automotive brand for customer satisfaction’ in the UKCSI latest survey.
B2B landing page
SPEC ad
Who are we communicating with?
Small, independently owned restaurants who are not yet DoorDash Partners. They already offer takeout and have a loyal following of core customers, but are skeptical of new technology and services. They typically rely on Facebook to market their business and often do not have a website. They will reach this landing page when they click through an ad on Facebook.
What is the main thing we want the consumer to do?
Sign up to become a partner restaurant.
What is the benefit for the consumer if they do this?
They will realize up to a 60% increase in profit through new customers, as well as returning customers who enjoy the convenience of ordering takeout via the DoorDash app.
Secondary CTA
Talk to an expert. While our main goal is for this page to convince them to sign up, we realize many visitors may be at the top of the funnel and have additional questions. We want them to get any additional questions answered by our expert 24/7 support versus abandoning the page.
Business objectives
The landing page is designed to increase the number of small, independently run restaurants offered on DoorDash.
What tone should this project have?
Casual-Friday professional, Simple, Reassuring
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I was
created
to create
Tom Kennedy
Work
with Me
+447939358110
tom@tomstheword.com
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