Appearances are deceptive.
What is apparently a simple and effective message is usually the product of long and careful crafting. This process is impossible without a sound grasp of language from the ground up. So whether it’s copy writing from scratch, a light edit or major surgery involving a complete rethink of an existing document, let us craft you a leaner, cleaner and more concise read that can be understood and acted on after one reading. Of course, while editing we rigorously maintain the original meaning and intent and never change facts or figures.
Our work includes:
- applying tone of voice
- creating tone of voice guidelines and style guides
- brochures & flyers
- annual reports
- case studies
- fact sheets
- press releases
- social media
- video scripts
Below are some recent examples of our plain English copywriting and editing.
The developers of the BLU Apartments needed a brochure that captured the essence of the local area and the joy of Melbourne bayside living.
Whether it’s the sand between your toes or the lush grass of the wetlands, the fragrant summer breeze or the cool, still air among the gum trees, bayside living is the natural choice.
NAB’s Help, Guidance and Advice websites
APM helped conceive content and wrote the copy for three microsites that support NAB’s Help, Guidance and Advice imperative. The sites target potential and existing NAB customers with wise, open and honest advice in plain English. Subject matter includes life events, money basics and choosing banking products.
In the words of entrepreneur Jim Rohn, “if you go to work on your goals, your goals will go to work on you”. Goals take you closer to what you want in life and where you want to go and most importantly they offer choice. Setting goals and developing your financial strategy today gives you that choice and working out what your personal goals are is a good place to start.
UMI tone of voice
UMI is a 100% online finance provider owned and operated by GE Capital. GE wanted UMI to have a younger, cheekier personally to reflect its online demographic and commissioned APM to create appropriate on-tone copy for its web site and other collateral.
Being backed by the strength and security of GE Capital means we can offer seriously competitive fixed rates. Plus we’re 100% online so you don’t even have to leave your home to apply! But that doesn’t mean we don’t like a chat so if you’ve got any questions just ring your friendly Umi call centre on 138 864.
Tone of Voice and Style Guide for Telstra Digital
APM was commissioned to develop Telstra Digital’s Tone of Voice and Style Guide to complement existing tone of voice materials and provide further clarity around tone, style, grammar etc., covering general tone of voice guidelines and how to apply them to copy.
We connect worlds. Our customers’ worlds. Customers are at the heart of everything we say and do. Basically they should feel that it’s all about them. When we speak to them, speak in their language and on their terms. Keep it conversational and easy to read. And avoid jargon, customers don’t think in technical terms.
Some of our technology is complicated so we can’t expect everyone to understand all of it. But we can tell them exactly how our products and services connect people to friends and families, entertain households and connect entire homes.
Better writing tips
Only write something if it benefits someone. After all, reading our content should be an uplifting experience.
Be clear and helpful. Our customers have to navigate our site by themselves, so your copy and text should guide them, as if there were an actual Telstra representative there to help.
Keep it short. Write short succinct sentences.
Write for scanners and skimmers. Break information into bitesize units, using two-sentence paragraphs introduced by frequent sub-headings (at least one per screen). Bulleted or numbered lists help customers to digest information at a glance.
The Industry Sustainability Working Committee Advisory Report
The Department of State Development, Business and Innovation commissioned an Industry Sustainability Working Committee to liaise with industry, research and educational organisations and provide strategic advice to the government on industry sustainability issues. APM edited the final draft for plain English as well as advising on structural changes to ensure the recommendations were clearly and logically expressed.
The Industry Sustainability Working Committee (ISWC) will give practical advice to business about environmental sustainability. By doing so, we will help government deliver long-term benefits to Victorian business and the economy.
One of the Committee’s key messages is that sustainability needs to be a core priority for business. Sustainability is not a fad or fringe issue. It’s a way for business to lower costs and be resilient against long-term challenges like climate change and population growth.
In essence, tomorrow starts today. And we are acting now to ensure businesses are competitive in the future.
Department of Human Services – Services Connect
Victoria’s Department of Human Services was reforming its human services system to deliver more effective and connected services. Called Services Connect, the new system would touch on all parts of the Department, including how it identifies and plans for client needs and how it offers and delivers services. A brochure was needed that explained these significant changes to a broad audience. A number of case studies also needed to be prepared.
Services Connect is a new way of working that upends the traditional welfare model by empowering our clients to take control of their lives.Our new, simpler approach will build a genuine relationship between each client and a key worker who can coordinate multiple services and act as a single point of service. Together, the key worker and the client will plan the needs of the client’s entire family, rather than just the client in isolation.
M+K is a commercial law firm with offices around Australia. It commissioned web site copy to position it as authoritative, capable and adaptive. APM advised on tone and content.
Home page copy:
You need lawyers who care. Lawyers with passion. Lawyers who solve problems. Lawyers who are available. M+K is your firm. The firm, for you.
TRANSPORT + COMMODITIES
The sheer size of Australia, and the oceans of distance to many of our trading partners, makes Transport + Commodities Law a critical part of our ongoing prosperity. Our many clients range from the grain to shipping sectors, from road transport to agribusiness and beyond. Right now, their main challenges are minimising environmental impact and finding solutions to the looming price on carbon. And of course there are always disputes to resolve and litigation to pursue, especially in insurance.
RACV Annual Report
The Royal Automobile Club of Victoria (RACV) provides roadside assistance, vehicle, home and contents insurance, personal and car loans and more. Andrew Pegler Media wrote the RACV Annual Report after interviewing RACV management. We have extensive experience editing and writing annual reports for government and corporations. Past work includes annual reports for Victorian Department of Premier and Cabinet, Department of Transport, Sustainability Victoria, Sensis, NAB and Computershare.
The year in claims
The sharp rise in extreme weather events during the past three years has profoundly impacted communities across Victoria. In response, RACV has stood by its members, paying out claims and helping communities rebuild.
Following the hailstorms of March 2010, RACV received 40,000 claims; we continued to manage these claims into the 2010/2011 financial year. At all times we provided adaptable, empathetic and compassionate service. We sourced specialised dent repairers from New Zealand, Malaysia, Germany and the UK. We established six hail response centres in affected areas. And our Mobile Emergency Rapid Response Vehicle caravan travelled to Rowville to provide on-the-spot claim lodgements and vehicle assessments.
Rio Tinto corporate and community
Rio Tinto is one of the world’s largest mining and exploration companies and APM has worked with it on a number of projects. We edited the Rio Australia brochure for plain English and for structure. We also wrote a number of stories on Rio’s work in the community which involved research and interviewing skills. An extract from one of those stories follows.
Lou Bavoillot was born on a pastoral station and spent his early working life as a contract musterer in Western Australia and the Top End. Until, that is, he more or less fell into mining after being asked to sit on a dozer for a few weeks.
“And I’m still here,” Lou says, twenty years later.
Now Lou reckons he has found his calling as the superintendent of Gooring Jimbila, a joint venture between Doorn Djil and Gelganyam Investments. Gooring Jimbila employs and trains young Indigenous men to work on infrastructure maintenance at Rio’s Argyle Diamond Mine.