As copywriters, of course we believe that good writing correlates with business success. We sort of have to, really – or pack up and go home. So we were a little put out by the FT’s Lucy Kellaway suggesting there was no link between good language and good business.
It was timely, then, to hear today from one of our clients Ian Wolter, CEO of HB Human Capital, one of Dragon’s Den star James Caan’s investments. He emailed to say that he’d just spoken to a successful London company owner who, on the strength of the HBHC proposition, had called to see whether Ian wanted to buy his business. Ian had been very pleased with our copy – but hadn’t expected his website to deliver such direct results.
Part of this story is about the power of a good brief. Ian gave such a powerful, single-minded and impassioned account of HBHC that it would have been almost impossible not to reflect it in words. But it’s good to know that a strong story delivered on a simple website in under 250 words can create what could be the first of many lucrative contacts.