ÂMy name is Bill Fryer and I am a copywriter based in the UK.
ÂAlthough I do a lot of work for clients in the USA too.
ÂGenerally I get two types of American client: Those who want to sell their product or service in the UK and those who simply want to use a good copywriter (who is probably cheaper than a lot of US copywriters).
ÂDo you want to sell your product/service in the UK? For a lot of American companies the UK is a logical first country to export to. We speak the same language after all (sort of). I have helped a number of US companies sell their products/services over here. I have either adapted existing creative work or created new work for the UK market. And I have gone further...
ÂIn addition to pure creative work I have advised on strategy, media, lists, print and launched entire campaigns. For one client I even set up a fulfillment center here in the UK. And on at least two occasions my work has been so successful it has been used back in the US.
ÂOr are you simply looking for a good copywriter? Because our fees are lower over here, several US clients use me as a cost-saving off-shore creative source (even with a strong Pound and weak Dollar I am cheap).
ÂAnd with electronic communications the way they are, it is just as easy to work with someone in Britain as it is to work with someone in the US.
ÂWhat kind of work do I do? I specialize in anything direct response. So direct mail, off-the-page advertising, emails and websites, door to door leaflets and inserts. Most of my work is for people who sell direct, people like retailers, a lot of financial services, mail order, charities and other not-for-profit organizations.
ÂIn fact I can write just about anything. Though most of my work is geared towards generating leads or sales, I still get asked to do brochures, general leaflets and even point of sale.
ÂSometimes people have told me at the start of a project they have never found a copywriter who can write for their industry. In every case I have been able to write successful campaigns for them.
ÂI also know how to write copy that is easy to translate, if you sell into foreign countries.
ÂHave I worked for anyone you have ever heard of? Here is a selection of the better known companies I have produced campaigns for. Admittedly, a lot of these are UK companies so you may not have heard of them.
ÂAcorn Stairlifts - stairlift manufacturer/seller
ÂAxa Sunlife - insurance/investments
ÂBarclaycard - credit cards
ÂCastle Cover - insurance brokerage
ÂDunlop - tyre manufacturer
ÂEmpire Stores - mail order cataloguer
ÂFisher Investments Inc - investment manager
ÂForeign & Colonial - investments
ÂGreenpeace - not-for-profit campaigning organization
ÂHidden Hearing - hearing aid seller
ÂHSS Tool Hire - tool hire
ÂJewson/Saint-Gobain - building trade retailer/manufacturer
ÂLaSource - Caribbean resort hotel
ÂLongevity USA - mail order health supplements
ÂThe National Trust - heritage charity
ÂPinnacle Insurance - insurance
ÂReader's Digest - book seller
ÂRoyal Star & Garter Home - ex-Services charity
ÂSkipton Building Society - building society
ÂHave I worked in your industry? I have sold: cars, properties, holidays/travel, insurances, investments, mail order, direct selling, disability and grey market, charities, money management, garden products, books and media, education, security, building trade and other business to business.
ÂThis variety is important because the best copywriters generally have broad experience. I have always beaten industry-specialist copywriters in creative tests.
ÂAnd where have I worked? I work for clients in the UK, Ireland, USA, Canada, Caribbean and Australia.
ÂWhat made Bill Fryer such an awesome copywriter ? First I went to Oxford University where I got an MA and BA in Human Sciences. I then started the UK's first bungee jumping company called Vertigo, worked in a printer's, worked as a car mechanic (badly), became a charity fundraiser (successfully), then an advertising manager for a multinational manufacturer and finally started work as a freelance copywriter in 1998.
ÂI am a member of the Chartered Institute of Marketing and a fellow of the Institute of Direct Marketing and have an Advanced Certificate in Marketing.
ÂThis last point is important because a lot of copywriters are simply wordsmiths who live in their heads. I have a marketing background as well, so I can understand your creative work in the context of your overall strategy.
ÂSomething you need to know about the way I write: In my experience there are two types of copywriting: noisy and quiet. "Noisy" copy use lots of superlatives to try and crank up the product or service. A lot of American copy is very "loud". But no one really likes a brash salesman and personally I find a quiet approach that states the facts and tells people what they want to know, works best. And my track record bears me out...
ÂEight more examples where my work has made a difference: For a leading charity I ran my creative work against the creative work produced by their existing agency. All three mail packs went to the same list. Their control pulled 1.7%. Mine pulled 2.5, 9.8 and 13.2%. Since then I have created three fundraising direct mail campaigns which have each pulled over 30% in response. For the UK's largest direct seller of hearing aids my pack pulled four times as many responses as their existing control. For the UK's biggest building products supplier my creative work went head-to-head against three other agencies, not only did I win, the response to my mailing jammed their switchboard. For a US wealth management company two of my packs beat their control which "no one ever beats" - not even the best American copywriters. Recently I ran five more packs and they all beat the control, that I had established, by a good 30%. For a national telecoms company my first creative work was three times better than what they had produced in-house. And my subsequent attempts have increased response further. For a mobility products supplier my direct response ads were 50%, 100% and 400% better than the ads their existing agency (a grey market specialist) had created. For one mail order retailer my adverts sold 6 and 8 times more product than their existing agency's work. For an American mail order health supplements company my packs doubled their response rates. And they now use our artwork in the States. What else can I help you with? In addition to just being a copywriter I also run a full service direct marketing agency so I can also help you with art direction and graphic design, media planning and buying, list rental, mailing, print and lettershop campaign planning and marketing strategy.
ÂHow much do I charge? Probably not enough. Here are some sample prices:
ÂCopy Only Copy + Artwork 1-2 page letter $1,200 $2,400 2-8 page letter $2,400 $4,400 Full page advert $1,200 $2,700 Small ad $800 $1,800 Small flyer $1,200 $2,400 8 page brochure $2,400 $5,800 8 page website $2,400 $5,800 Read enough? This copywriter wants to hear from you
ÂHey! Why don't you send me an email? Let's talk.
ÂThis site is a satellite of www.billfryer.com