Richard Honour
Communications Specialist
I learned the value of clear messaging working as a chef. Now I focus on bringing clarity to commercial content—and making things as human-friendly as possible.
What I can do.
I provide a range of brand and writing support. From amplifying marketing channels to developing outside-the-box strategies.
Available to work.
I would love to discuss your project. Feel free to reach out anytime to discuss new opportunities and freelance engagements.
Copywriting
Saying what you mean.
Powerful copy is clear and simple, and requires a level of human intuition that AI struggles to replicate. When done well, it successfully blends industry knowledge with a genuine understanding of the reader. The results: content that converts, documentation that’s clear, and messaging that fulfills its strategic purpose.
Commercial Copy: Landing Pages, Email Marketing, Sales Pages
Creative Copy: Ad Scripts, Banners, Campaign Collateral
Technical Copy: Case Studies, One-Pagers, Onboarding Materials
Case Study: Web Copy
A local swimming club needed their website to better serve their audience. My task was to audit site structure and rewrite content for accessibility. By first identifying the key user groups: parents of new swimmers and competitive swimmers, I could rebuild the content around their specific journeys. The result was a more intuitive, user-friendly site, and effective marketing funnel that’s easier for staff to manage.
Brand Development
Lets build.
It’s never been harder to stand out. But having a tone of voice that perfectly defines identity, values and personality helps establish a brand for the future. With strategic messaging, it's possible to form a story that builds trust and engagement, and ensures every piece of content reinforces the same vision.
Discovery: Buyer Personas, Interviews, Competitor Analysis, Brand Audit
Strategy: Positioning Statement, Content Framework, Campaign Planning
Execution: Voice Guides, Key Marketing Copy, Content Timeline
Case Study: Audiobook Branding
The original cover art for a Spotify audiobook series lacked visual consistency, despite its excellent content. After analysing the market and auditing the brand's visual approach, I designed and proposed a new branding vision. The creator has since adopted the designs, ensuring a cohesive and professional identity for the series going forwards.
"The branding was simple, identifiable and easy to scale and produce rapidly. It would be easy to go over the top with this sort of material but Richard managed to produce something unique but also classy, a rare find!”
Content Strategy
True engagement.
I believe the best marketing is creating things people genuinely love—effectively turning customers into promoters. My goal, whether with food or content, is to make something that people keep coming back to. This may involve detailed refinement or an intuitive spark, but it's always aligned with the inbound marketing philosophy: create value that attracts and engages customers to ensure a steady stream of new interest.
Case Study: Sleepy Web Content
Occasionally I struggle with falling asleep. So I began developing long-form content centered around this problem. What started as a small project, soon encompassed all facets of content production: branding, scriptwriting, sound mixing, video editing, writing design briefs, social media management, and much more. After extensive iteration—I'm eagerly preparing to launch this content across multiple platforms. Stay tuned.
Like what you're reading? Get in contact to discuss your project.
Let's discuss your brief
Tell me a bit about your project below. I'll get back to you within 24 hours to discuss how I can help.
Writing Samples
Landing Page for a swimming club
Facebook Ad for a sportswear brand
Instagram Post for a coffee brand
Spotify Ad Script for a pet food brand
Landing Page
This swimming club website is struggling to balance marketing copy with practical content for its users.
On the landing page, it tries to position itself towards new swimmers, but also attempts to reiterate it's a serious club that competes in competitions.
The result is a long winded introduction, with a number of issues:
Poor scannability
Irrelevant information
Lacks authority
Rewrite
This rewritten copy instead breaks information down by user, rather than trying to appeal to everyone at once.
Despite being half the length of the original it still manages to contain all the following:
A hero message addressing both user groups.
Contextual information, e.g. pool location, lessons for 'all ages'.
Tone of voice: New swimmers (softer, welcoming), Competitive swimmers (professional, informative).
Scannable CTA's and typography, for visual separation and directing users.
Reformat
The new copy is also designed for reuse should the club choose to update to a more modern site design.
By organising copy by user group (or service), it becomes well suited for card and bento style UI systems, as seen in the following mockup.
These design systems are perfect for similar use cases that benefit from the visual separation of information.
Refine
Depending on design and the space allocated for copy, revisions may still be required. But even when reduced to its simplest form, the outline of the copy maintains:
Strategic messaging
Tone of voice
Information prioritisation
Minimal copy can help guide the eyes of users and progress them through their journey, while more in-depth, information-dense copy is best reserved for subpages.
At this stage, you can start having fun injecting some personality into the copy for components like banners and event cards.
