See this copywriter: He increased a $23m company's sales by $4m in six months. Has turned $680,000 into $2,750,000 for one charity for the last five years in a row. Helped one company's share price double over 18 months after he created every piece of advertising they put out. You can use him too And he only costs $1200 a day Hi,


My name is Bill Fryer and I am a copywriter based in the UK.


Although I do a lot of work for clients in the USA too.


Generally 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).


Do 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...


In 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.


Or 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).


And 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.


What 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.


In 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.


Sometimes 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.


I also know how to write copy that is easy to translate, if you sell into foreign countries.


Have 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.


Acorn Stairlifts - stairlift manufacturer/seller


Axa Sunlife - insurance/investments


Barclaycard - credit cards


Castle Cover - insurance brokerage


Dunlop - tyre manufacturer


Empire Stores - mail order cataloguer


Fisher Investments Inc - investment manager


Foreign & Colonial - investments


Greenpeace - not-for-profit campaigning organization


Hidden Hearing - hearing aid seller


HSS Tool Hire - tool hire


Jewson/Saint-Gobain - building trade retailer/manufacturer


LaSource - Caribbean resort hotel


Longevity USA - mail order health supplements


The National Trust - heritage charity


Pinnacle Insurance - insurance


Reader's Digest - book seller


Royal Star & Garter Home - ex-Services charity


Skipton Building Society - building society


Have 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.


This variety is important because the best copywriters generally have broad experience. I have always beaten industry-specialist copywriters in creative tests.


And where have I worked? I work for clients in the UK, Ireland, USA, Canada, Caribbean and Australia.


What 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.


I 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.


This 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.


Something 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...


Eight 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.


How much do I charge? Probably not enough. Here are some sample prices:


Copy 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



Hey! Why don't you send me an email? Let's talk.


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