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In-house copywriting - Shocklogic

Shocklogic supplies software and technology solutions for event organisers and membership associations. During my tenure as their in-house copywriter, the company underwent a complete rebrand, including a full website redesign and SEO optimisation. Over the course of dozens of projects including branding, direct marketing, and functional communications, I helped the team to develop their friendly, upbeat, reassuring, and inspiring tone of voice that exemplified the company’s values.

Here is a selection of the work I did for them. You can click on each project below for more information.

Product Descriptions and Taglines

As part of their rebrand and website redesign, Shocklogic needed taglines and short product descriptions to introduce each of the solutions they provide. I crafted catchy soundbites and concise summaries to highlight each product’s benefits while staying true to the company’s desired tone of voice. These served to introduce long-form web copy, also developed by me, providing more details about each solution and linking to demos, case studies, etc. to flesh out prospective customers’ understanding of the product in question.

'About Us' page copy

For their ‘About Us’ page, Shocklogic wanted a short company bio highlighting their years of experience and the uniqueness of the team, along with a mission statement emphasising the company’s ‘why’, to inspire trust in potential customers. The copy I crafted to meet this brief homes in on the value of human connection and lasting relationships, which forms a key pillar of Shocklogic’s overall brand message.

Booklet - Wellness in the Workplace

As part of Shocklogic’s set of promotional materials, the marketing team created a booklet to share practical tips for developing a culture of workplace wellness. It contains short chapters on topics ranging from stress management and mindfulness to nonviolent communication and the importance of support and recognition. For the booklet’s copy, I added a chatty, cheerful overtone to the informative content that meshed well with Shocklogic’s standard brand voice. Both digital and print versions of the booklet were published.

Brochure - Production Team Services

Shocklogic’s management requested that a brochure be created to help consumers understand what happens behind the scenes during the production of a virtual event. To make the information as digestible as possible, my copy breaks the process down into three distinct stages and makes considerable use of bullet points. Both digital and print versions were published.

Client feedback survey

The aim in crafting this feedback survey was to encourage response by adopting a tone that embodied the company’s sincerity while simultaneously livening up the copy with playful flourishes. The carefully-thought-out organisation and question structure ensured that the questionnaire was clear and intuitive to fill out, while the combination of rating scales and open-ended questions was designed to elicit a high response rate, allowing for detailed responses where desired but remaining quick and easy to complete in cases where the respondent had no more than a minute or two to spare.

Press releases

Here are two examples of press releases I wrote for Shocklogic. The differing content and distribution lists for the two articles motivated a slightly different tone for each, but in both cases the aim of my copy was to exemplify the qualities of conciseness, clarity, and forthrightness customary in press releases. Both of these were published internally on the Shocklogic website as well as externally by industry news outlets.

Case studies

I wrote numerous case studies on the events Shocklogic supported. The purpose of these was to showcase the company’s successes and give prospective clients an inside view of Shocklogic’s solutions in action. In addition to writing the copy, my role involved assembling content for the creation of eye-catching graphics to supplement the text. The case studies varied in length, but each presented an overview of the client organisation, the nature of the event, the support Shocklogic provided, and the event’s outcomes. They adhere to a tone that’s factual and informative but allows for touches of Shocklogic’s characteristic warmth. Here is an example.

Speaker session descriptions

These are examples of descriptions of guest presentations given at industry conferences and trade shows. The aim in each case is to concisely summarise the topic to be presented in a tone that will appeal to the appropriate audience and encourage attendance.

Blogs

I wrote regular blogs and articles for Shocklogic that were published both internally on the company website and externally by industry news outlets. Here is one example. It was written to share informative content on an important industry trend and showcases a tone of voice that is semi-formal and authoritative while remaining bright and conversational.

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In-house copywriting - Shocklogic