Copywriter & Creative
Robert Dyas
Robert Dyas are a 140-year-old high street and online retailer of products ranging from kitchen appliances, home electricals and DIY to furniture, gardening and fitness.
As an in-house copywriter I produce and edit content for website product pages and am the copy lead for seasonal catalogues and promotional leaflets. I also regularly contribute to their dedicated blog site and am responsible for social media content creation and management.
Have a scroll down to see some of the main projects I've worked on and examples of my writing.
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Kitchen & Electricals leaflet
As a primarily brand-led piece of work, this 16-page leaflet required introductory copy for the inside cover (see left) and each supplier page, from established names such as Hotpoint and De’Longhi to up-and-coming innovators like Smarter (below left).
It was my role to relate the core values of each brand alongside the specific benefit’s of the Robert Dyas product selection to readers and prospective customers.
Home Edit leaflet
To tie together a number of diverse new home lifestyle ranges, Robert Dyas commissioned this 16-page leaflet to provide ‘ideas and inspiration’ to readers looking to freshen up their home decor.
The tone of the copy was light and conversational while also encouraging prospective customers to buy into new areas of strategic importance to the business, such as bedding and solid-oak indoor furniture.
Smarter Living leaflet
In 2017 Robert Dyas delved into smart home technology for the first time. The purpose of this 16-page leaflet was to introduce relatively new-to-market ranges from the likes of Hive, Philips Hue, TP-Link, Canary and Belkin to a customer base largely unfamiliar with them.
I was tasked with distilling a large amount of detailed, technical information into short, punchy copy that was useful to both uninitiated first-time buyers and more tech-savvy customers.
Autumn Catalogue
This 16-page catalogue centred on the theme of ’ticking off your autumn to dos’, focussing on the garden tidy-up, moisture control, home security and cold-weather cooking alongside supplier-sponsored pages (see Bosch, left).
As copy lead, I balanced useful, relatable advice with content that clearly linked back to key seasonal products.
Blogs & Buying Guides
The Robert Dyas blog site combines lighthearted lifestyle-led pieces and recipe recommendations with informative buying guides which advise reader’s on key features to look out for when purchasing certain products.
My blog copy flips the style as appropriate while always keeping the tone conversational and helpful, whether it’s giving hints on packing the perfect picnic or shopping for a lawnmower.
Read my full blogs:
Bonfire Night Toffee Apple Recipe
What to Look for When Buying Your Next Kettle
Sticky Vanilla Cupcakes with Butterscotch
11 Easy Laundry Tips Everyone Should Know
Social Media
As lead copywriter for the Robert Dyas social media channels it was my role to formulate compelling and engaging copy to grow the company’s follower base while continuing to provide informative and original content.
This involved organising large-scale giveaway competitions, lighthearted day-to-day posts and messages to promote the company's overarching sales campaigns.