[These projects for The Power of Words global communications consultancy are under non-disclosure agreements. I have therefore anonymised each client.]
FINTECH CREDIT SCORING COMPANY: INSIGHTS ARTICLES
The client: A US fintech company offering free credit scores, reports and insights, was expanding in the UK. Its aim was to attract customers in this new market.
Brief: I wrote website articles backed up by well-sourced data that provided guidance on financial wellbeing to potential clients. The content focused on the need to understand credit health and aimed to increase sign ups to its services.
Result: I produced thought-provoking, easily digestible articles that played a significant role in helping the company’s members achieve financial progress. Here is a writing sample from one of these articles.
DEFINING VOICE FOR GLOBAL MEDIA BRAND
The project: A global media brand was diversifying its news provision by offering commercial content packages for news publishers, and a fact-checking service for governments. They needed a specialist to help define the launch messaging and value proposition for an email and landing page campaign.
Product positioning: With its reputation as a high-quality provider of news and information, it was important that the tone of voice was aligned to the brand and at the same time was commercial enough to generate sales. The challenge was not simply explaining features but helping busy industry professionals understand why the products mattered to them.
Launch messaging: I developed the messaging for the landing page and supporting email campaign, focusing on clarity of value and relevance to the audience. The copy was tailored around three differently-tiered content packages and the fact-checking service, and reflected every stage of the sales funnel.
Targeted campaign: As well as inspiring confidence, the copy had to be structured to help audiences easily identify the offering that would best suit their needs and budget. The campaign supported the commercial team with clear, persuasive messaging at the point of decision-making.
CRAFTING A SERIES OF DEI NARRATIVES
The project: A global management and technology consultancy were launching a campaign to promote their diversity, equity and inclusion (DEI) credentials. Central to this was the belief that by capturing and sharing the experiences of its workforce, it could translate values into language and build credibility and trust.
The DEI framework: The company developed an initiative to measure how comfortable people felt being themselves at work. Under the scheme, employees from minority groups shared their stories.
Interviews and writing: At the heart of the project were people and what made them who they are. I interviewed several employees about their sense of belonging and shaped each story around their challenges, turning points and individual voice.
Human storytelling: This was a human-centric project so the writing needed to avoid corporate language while still reflecting the firm’s culture and professionalism. As a former journalist and natural storyteller, I crafted narratives that balanced emotional resonance with purpose.
Qualitative DEI data: Each piece demonstrated the lived reality behind the company’s diversity commitments and helped employees recognise themselves in corporate messaging. The articles provided qualitative insight to complement quantitative DEI metrics, and supported recruitment and cultural transparency.
EBOOKS FOR GLOBAL MARKET RESEARCHERS
The project: A global market research company wanted a series of eBooks to demonstrate their expertise. My role was to transform survey findings into compelling, readable publications for prospective clients.
Identifying audience needs: The first eBook was intended to inform and educate businesses about a new customer experience (CX) programme that aimed to use tips from behavioural science to help clients embed processes that trigger emotion. At the outset, I knew the content must target an audience of senior decision-makers in CX and brand strategy.
Writing the content: I interviewed two of the company’s specialists about how their programme worked in practice and how they envisaged their clients benefitting from it. Then I structured the material into clear arguments and explained technical concepts in simple, plain English. I ensured the tone reflected a credible research authority.
Generating leads: The first 1,500-word eBook was used as gated content in a lead generation campaign. It helped present the organisation’s expertise in a form that was accessible, professional and commercially useful. Two more eBooks followed: one on a global mental health study and another on closing the intention gap in sustainability.
THOUGHT-LEADERSHIP ARTICLE SERIES
The project: The brief was to interview experts from a global infrastructure company and write articles to showcase their expertise in sustainability and building design. The aim was to present technical knowledge in a way that clients and non-specialist audiences would understand and trust.
Shaping narratives: Through structured interviews with five of their senior building design specialists, I drew out insights, shaped arguments and organised complex material into clear narratives that captured the firm’s leadership expertise.
Writing with authority: Each article balanced accessibility with authority and maintained a consistent corporate voice. Two were placed in industry publications — three were posted on the website. I also wrote a video script about the company’s work at a famous London hospital to showcase at a European healthcare conference.
Clear thought leadership content: The pieces functioned as thought-leadership content demonstrating each specialist’s high-level building and design know-how. The articles also reflected the perspective of each expert and were promoted widely across social media channels.
INSIGHTS REPORT ON HUMAN CAPABILITY
The project: A global conference gathered world leaders, policymakers and experts to look at the future of human capabilities in a rapidly-changing world. The event hosted more than 40 discussions where panellists debated and exchanged ideas. The client wanted a report on the outcomes, what insights the event generated and the proposed solutions.
Session summaries: I worked remotely using recordings of each conference session. I wrote summaries of these, setting out the key challenges, solutions and practical measures that had been proposed.
Writing the report: From developing the overarching framework and defining key terms, to drafting the introduction and thematic chapters, the process required strong editorial judgement to ensure consistency of tone, argument and evidence throughout.
Editing the piece: I helped shape a complex brief into a clear and authoritative narrative. The task included fact-checking, refining key messages, aligning the report with brand voice and ensuring the final publication felt both credible and impactful.
CLEAR COMMS PAVING THE WAY TO NET ZERO
The project: A mineral exploration business transitioning into a sustainable mining company was finding its target audience shifting from investors to governments and global markets. With this change in audience, its messaging strategy required a rethink. And in the midst of burgeoning global environmental targets, to stay in the game it needed to be at the forefront of breaking stories with its thought leadership. The Power of Words became a strategic comms partner to the company as it became a major player in the considerate mining of Critical Raw Materials required to power green technologies.
Right message at the right time: We pursued industry news so the company was saying the right thing at the right time, demonstrating to its new audience its commitment to employing modern and sensitive technologies to minimise environmental harm.
Speeches and summits: I wrote regular articles based on speeches given by the company’s leaders at global summits. Each piece outlined key operational developments, its practices in ‘responsible mining’ and EU legislative changes. I also wrote email campaigns, newsletters and corporate reports.
Keeping it simple: The tone of voice was clear and punchy, yet accurate, credible and authoritative. It was important that everyone, including the communities around its sites, was kept up-to-date. That meant simple, jargon-free copy and straightforward explanations of complex topics.
REPORT ON GLOBAL MEDIA ROADSHOW
The project: A conference gathered media leaders, policymakers and experts to look at the future of the global media in a rapidly-changing world. The event hosted roundtable discussions in several countries where panellists debated and exchanged ideas. The client wanted reports on the outcome from each city, what insights were generated and the proposed solutions.
Session summaries: I attended the London conference where I worked as a reporter and writer on one of the roundtable discussions. I then compiled and edited the content from the other roundtables into one overarching report on how to create a brighter future for international journalism and the media.
Writing the report: The writing process required strong editorial judgement to ensure consistency of tone, argument and evidence so the initiative could foster global partnerships, share emerging ideas and shape more informed, resilient and responsible media systems.
Editing the piece: By pulling the various strands together into one cohesive message, I helped shape the space for meaningful dialogue on the challenges facing modern media, from misinformation and AI to press freedom and audience engagement.