PRO

Irene Triendl

Senior Copywriter , Say What? Available for work

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(If you were wondering, the profile picture is me grinning in front of a campaign I wrote for AWS, which ended up all over the tube, including on four massive billboards in the background. Part of the grin is because I couldn't believe the Financial Times actually signed off "W FT?!" as a headline. It taught me: never pre-emptively censor your writing. Your client might just be bolder than you thought they were).

What I do:

I help B2B companies figure out what to say, to whom, and in what order - so they can build a strong content brand, gain trust, and generate leads. B2B technology is my strong suit.


● Strategic positioning - I build a unique proposition for your company based on a thorough investigation of your product, your market, your competition, and your audience

● Marketing and messaging strategy - I define your key messages and a hierarchy for them

● Content planning - I build editorial calendars and content campaign plans: messaging, pieces, formats, nurture flows

● Copywriting - I’ve got over 10 years experience writing relevant, creative copy that gets read: ebooks, blog posts, infographics, animation scripts, slideshares, promo copy, ads, the works.

● Tone of voice - I can help you find your brand’s tone of voice and train your people to become better writers

● Two languages: English and German

What I don’t do:

● I’m not a designer. I​ can’t draw, sketch, or design a website - but I have worked with print and digital designers throughout my career. I’m happy to brief and bounce around ideas with yours.
● I’m not a growth marketer​ or marketing automation specialist, but have worked with some of the best. I’m eager to align with the person who runs your systems so we can get our goals straight.

What I believe in:

● Defining your goals: A lot of marketing fails because the goals of a piece or campaign get muddled somewhere along the way. Let’s define our goals at the outset, then find a way to measure performance. It’s the only way we’ll be able to find out what sticks - and do more of that.

● Respecting your audience: B2B decision-makers are super-smart professionals who’ve been around the block. They smell drivel from a mile away, and they don’t want to feel they’re being sold to. That’s why the best marketing doesn’t feel like marketing - but is made of rock solid expertise and brings genuine value to your audience.

● A confident tone of voice: 98% percent of all B2B content is dry, anaemic, and sounds like it’s had a confidence by-pass operation. I believe the only way for B2B companies to stand out is by sounding like human beings, daring to address the things that matter, and having some fun, too.

● Leading with why. We’re all sick of business “thought leaders” quoting Simon Sinek left and right, but he’s got a point. If a company can’t connect what it does to why that matters, your audience will inevitably ask: “so what?”

● Investing in design. I’m the biggest believer in the power of new ideas and fresh language. But we all respond to images and colours first. So if we’ve figured out something good to say, let’s make sure we present it to your audience in an accessible and friendly way.

Examples of my work:
I’ve worked for a few big names in B2B and many more that you won’t have heard of. Most of the campaigns and pieces would need a bit of context to make sense to you.
If you like what you’ve read so far, drop me a line, and I’ll send you some examples that are relevant to your industry, and what you’re trying to do.

Contact

SE17

07570124400

Social

    Skills
  • Content marketing
  • Content strategy
  • Copy-editing
  • Digital and SEO Copywriting
  • Tone of Voice
  • Training and Consultancy
    Specialisms
  • B2B
  • Business, finance and law
  • Public sector
  • Science and Technology
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