Al Hidden: Copywriter

Posted by: Rachael@Thegmg.Org at 10:30 on 05.05.11

Al Hidden – Gloucestershire Copywriter

Posted by Rachael 5th May

Gloucestershire Media Group: Before we get started, how do you like your tea?

Al Hidden: Rooibos tea, black or white, but no sugar please.

GMG: So how long have you been a copywriter?

AH: As a freelance copywriter, since 2006. Before that, I wrote for a Gloucestershire technical PR firm (MRA in Wotton-under-Edge), and before that for Piper Group plc, a leading technical publications firm based in Bristol. They were subsequently acquired by and absorbed into the massive BAE Systems empire. Even further back, when I worked in technical sales and marketing, I always enjoyed writing (closet copywriter alert!) and working with creative businesses.

GMG: Where did your interest in copywriting begin?

AH: I’ve always been fascinated by written and graphical communication. At university, I did the ‘milk round’ of the big London ad agencies, but ended up in the construction materials industry instead! As it happened, it was fortuitous how things worked out. I don’t think I’d have enjoyed a London-based career anyway – the Cotswolds are much more my scene.

The years I spent at the sharp end of selling and marketing (among other positions, I used to be product manager for Bradstone Garden Products) gave me experience that’s been invaluable in PR and copywriting. A day doesn’t pass without drawing on my experience in industry. Everyone should spend a couple of years on the road or on the phone selling. I often get students and would-be freelance copywriters asking for advice. One of my top recommendations is that they get out into business and build their skills and experience. It’ll repay them in the long run.

GMG: How are things going? Who are you working with?

AH: Good thank you. As a Gloucestershire copywriter with special focus on the needs of local clients, I work with a great selection of organisations, mainly in the county and surrounding counties, but occasionally further afield. My clients range from sole-traders and large companies, to web designers, SEO consultants and design agencies – businesses such as Cheltenham-based MA Design and Cutpastecreate, Mosaique Design in Tewkesbury, and Montpellier Creative.

The amazing thing about freelancing has been the range of organisations that entrust me with their copywriting, either directly or through creative intermediaries: names such as Toyota, Airbus, The Metropolitan Police, Gloucestershire First, PSU Technology Group, Cooper Security and Karndean International look good on your portfolio.

GMG: What does the future hold for you?

AH: More of the same, with carefully-managed expansion of my client base, doing interesting writing for clients that are great to work with. Since setting up as a freelance Gloucestershire copywriter, I’ve enjoyed a good flow of work, mainly through my website, referrals and repeat business.

With so many business pressures facing everyone, it’s too easy to let vital copywriting fester at the bottom of your to-do list – or simply overlook the importance of professionally-written copy. I enjoy helping businesses get words working for them.

Many people simply don’t have the time or the specialist skills to concentrate on the writing they need. Even experienced marketing managers who can write their own copy struggle when they only have a couple of hours a week to fit it in. That’s where I step in – and free them to do the things they do best. Where funds are tight, I can often stretch budgets further by copyediting and rewriting existing content too. Whilst this lacks the purity of writing from scratch, clients are impressed by the difference a professional writer can make to their draft notes or tired old website content.

In future, I’ll still concentrate on website and SEO copywriting, brochure writing, PR copy and anything at the interface between technical content and marketing where I can help engineers and other ‘tech types’ turn technical features into engaging customer benefits. People keep asking if I’ll take on more writers and build the business that way. The answer’s always no. I never subcontract work either. I love the craft of writing too much and my clients appreciate the personal service, continuity and great value they enjoy because they deal directly with me from first enquiry to finished copy.

GMG: What do you like best about what you do?

AH: Where do I start? The variety is one of the best things about my work – copy for an engineering business today, telephone systems tomorrow, a helicopter company next week… Sometimes I have to remind myself that this is really work. Getting paid to do something I’m passionate about. Wow! I love being able to pick and choose what I write and for whom I write it, and the freedom from the constraints of life as a big-company wage slave fuels my creativity. Working from home is also a bonus (I occasionally work on site too).

I’ve met some very interesting people over the last few years and written about all sorts of fascinating subjects. Much as I enjoy getting out to meet clients, I love my office and getting my head-down with a few days of non-stop writing ahead of me, Swiss music station Radio Pilatus on the radio and that blinking cursor that says ‘Write!’ It’s what I’m meant to do and I’m told I do it well. Life’s good.

GMG: Is there anything else we should know about? Anything you’d like to plug?

AH: You’ve been more than generous with your time already. And that was a lovely mug of tea.

I always encourage people to visit my website at www.alhidden.com or call for a chat about their writing requirements – even if it’s early days for a project. I pride myself on giving best possible advice. If for instance, I believe someone should invest in search engine optimisation (SEO) work for their website before we do any copywriting, I’ll tell them. I’d rather write a few properly researched SEO pages once the site structure’s been optimised than 20 pages when I can see that the site architecture urgently needs further work. Integrity is everything and people find that reassuring.

And of course, I’m always interested in alliances with local website designers or other creative agencies. As my existing clients know, having an experienced, reliable, commercially-focused copywriter on board is a great way to add value for their clients and make a few extra quid for themselves – without the overhead of a full-time staff writer.

I’ve just noticed what the time is, so we’d better finish now. It’s been a pleasure talking with you, but I’ve got another deadline to meet and my clients always come first. Touch wood, I’ve never missed a copy deadline and I don’t intend to start now! Thank you for the opportunity to tell your blog readers about being a Gloucestershire copywriter. And keep up the good work you’re doing for the Gloucestershire creative community. It’s appreciated.

Thanks to Al for taking part in our new showcase idea. If you’d like to see your business being blogged about please get in touch with rachael@thegmg.org