When you hire a Highly Capable Copywriter – what are you really getting…?

A real copywriter is a creative sales person behind a keyboard…at least they are if their head is screwed on.

…mind those rolling heads.

…Here, I’ll make a guess: you need a writer with a good understanding of psychology and of what drives people to buy – or drives people to go in one direction over another.

I wrote a book about that: Grab ’em by the vowels – I’d say it’ll give you a good sense that I know what I’m talking about – let me know if you want to flick through it…

…or see the results. Email me if you’d like to see the work I did that helped a startup take the lead in a race against the biggest finance institutions on our pretty planet…

…When you hire a highly capable copywriter, it’s not just about ‘words’. It’s about driving profit in your business…

Here’s another thing that can make a big difference: voice…

…when your website, and your other advertising and marketing materials, have a distinctive voice – a voice that really talks to people. Then people will feel a sense of ‘character’…they’ll feel they’re getting to know your brand, and they’ll feel comfortable with it. Your brand will be a natural choice for them…

This is one place I excel. I love nailing the voice for a brand.

Here’s a note from my client Jim Leszczynski:

“The voice is amazing. I have no idea how you were able to write something that sounds like it came from my mouth. I shared it with a few friends and they too said it was amazing how you captured ‘me’. You certainly have a talent for identifying something and giving it life through words.”

A note from my client Dawood Ghalaieny:

“Richard, One word. Perfect. This is Cellusys. You have captured it. Lets do it… ALL.”

And here’re some voices I built / am building …each page of blether is designed to generate specific feelings and motivations in people:

A voice for MagicFriends.

A snippet of the voice I’m building for RebuildingSociety.

A voice for Costa Rica Packet.

A voice for a rebrand of Woodie’s.

A voice for ITCore.

Voice for a technology/telecoms company.

Voice for Escher Technology.

Roadmaster brand language.

Voice for a fintech.

Voice for Ulster Bank.

A voice for Ms Brown, the M&M’s character.

…I think one of the biggest reasons I can do ‘voice’ well, is: I love doing it.

Solid principles of influence + a voice that really talks to people = something really effective.

Here’s another job I did that fits that bill:



My thinking with that campaign was to appeal to our ‘drive to nest’ – our family values; and to the hero within us: be the person who takes care of those things that might just save your child’s life…with the sound of a child’s voice as a powerful motivator.

…more to it than the more common ‘just shock them’ approach, which can feel less relevant to people.

Copywriting is not about words

It’s about words as tools. Words and visuals are one. A highly-capable copywriter who can also creative direct, art direct, and design – and who has a deep understanding of how the eye takes in words – a deep understanding of typography – and of how the ear takes in words…will make you buckets of cash.

You’ll see more about that here.

And it’ll be handy for you to know that I did the art direction and the design, as well as the copy, for every item on this page, and every item in my portfolio. Here – I’ll grab just one piece o’ art outa my portfolio:


I guess you’ll be looking for a copywriter who can bring hints of story to your advertising, too…

…because our brains are wired for story. That’s what perks us up. When your product is integral to a story we relate to, we can feel at home with it. It can become a part of our lives.

We don’t need to use recognisable ‘story structure’ in the copy. More importantly, story is about helping people feel ‘realness’. It’s not about lies. We build the story from truths. It’s about showing the people who are right for your business, a path that brings them to this thing that can help them (your product).

I use story in subtle ways, right through my writing.

Have a scoot around my site. See a sense of real in my writing? Stuff you can relate to? Story…?

Another thing you might want is easy-to-read copy, that feels kind of like a conversation…

…because ‘writerly’ stuff is about the words themselves…but you’re not selling words; you’re selling your product.

So here’s something that will get people involved in what you’re saying: we need to make your copy so people feel there’s a person behind the words: someone talking to them through the page or the screen… Bring people this feeling, and they will be open to the messages you want to give them.

Not every person who sells him or herself as a copywriter can bring you that feeling in their writing: the feeling of a conversation. In fact, most can’t.

How are you finding my writing, on that score?

“I was spellbound on how you can ‘talk’ with your words. What an awesome gift you have…”

…that’s what Rosemarie Robertson said about my work…

I’ve nattered on about the psychology of influence, voice, story, conversation…

…but what about how your product helps people?

We need to grab people and show them. Here’s something I bet you wouldn’t be able to ignore if it landed on your doormat. It throws you right into the proof of why the product is good: it doesn’t give ‘doubt’ any opportunity to take hold in your mind.

A job I did for UPC:


“You want to know what a truly world-class, no-excuse, no-BS copywriter ought to be able to do? It’s this: He ought to be able to write an ad that tells how good he is. Hell, if he can’t sell himself, how can you expect him to sell your goods or services.” – Gary Halbert

…you’ve probably seen other copywriters’ web pages – you’ve seen what those people can do with words; or what they can’t do…

Now how about my words – do they show you something…? Did you almost forget you were reading? …so your mind was simply taking in the messages…

If you are thinking Yes, you might want to think: do these words show you this: you’ve found a writer who can bring the minds of your customers to…

…to an idea. To a place. Or to a click you want them to make…

If you want to ask me if I will help you with your project, you can catch me here:


If I don’t get back to you within a few days, maybe your email went into my spam folder. If you need to check I got your email:

Phone or text: +353 87 357 4031


PS: I am a highly capable copywriter. For us to work together, you will need a reasonable budget for the job, and I will need to be interested in the job: not just the budget – the job.

If you ask me to go ahead with a job, you are telling me you need a voice in your copy that really talks to people; that you need solid psychology that encourages people to think in specific directions; and hints of story that show people: this product is the one for you.

To fix a time to talk, or to see my portfolio:


Talk soon.



Or find me at:

[email protected]

+353 87 357 4031

Skype id: RichardClunan

...or sling a pigeon my way.