Writing from scratch

Whether you’re an owner-manager, someone who works in the marketing department of a medium-sized firm or the CEO of a multinational, there are times you need outside expertise to create a particular piece of written content.
Please note that I can only do a writing task for you after we’ve done the Hitting the Right Target workshop at minimum.
Website content

When did anyone last refresh the content of your organisation’s website? Be honest. The same blurb that you copied from your brochure has been stagnating on your website since the day it went live. Search engines love newness, they like relevance, and so do your clients. Rafferty Writes will help you delight both clients and search engines with a refreshing take on what you do.

Blogs and articles

The word blog seems oddly old-fashioned now. You might know them as articles or long-form content, as distinct from social media posts, which are limited in length (short form). Whatever we call it, this type of content is still essential - why? Because your customers use Google to help them solve their problems or answer their questions. Google and other search engines analyse words, and only words, to find you the closest answer to the question your potential customer posed. To appear in that coveted first page of search results, you need relevant words, preferably more than 300 of them. 

Every time you look up a recipe online you are effectively searching for a food blog. The recipe blog is the perfect example of great content - it solves a problem. 

Your problem is that writing useful, readable long-form content takes time and skill, and you may not have those resources in house. Even if you do have the resources, attempting content marketing without a strategy is likely to be a frustrating waste of time and money.

Effective blogging strategies are targeted (you know who you’re writing to) and useful (you know what problem you’re solving). To establish or reinforce your brand, they should be in your distinctive brand tone of voice.

Together, we devise a strategy for your long-form content. Either I write it, after we’ve done ‘the hard work’, or I train one or more of your people to create it. Teaching the man to fish, you might say.


The brochure still has a place in many marketing plans, and for good reason. Whether as a downloadable PDF or hard copy, the brochure pulls together all the information in one place and in a way you can control. Your target market may be particularly susceptible to this tool in the kit, so don’t allow yourself to be shown up by typos, grammar or syntax errors or poorly explained concepts. Rafferty Writes will help you bring your product or service to life using your company’s unique tone of voice.

Email marketing

Email marketing works, and works better since the great unsubscribe that took place when the General Data Protection Regulation (GDPR to you and me) was implemented. You cleaned up your lists and your customers cleaned up their inboxes. The result is that your email is, on balance, reaching someone who wants to receive it. 

A recent survey, quoted on Forbes.com, said that businesses estimated the ROI on email marketing to be £42 per every £1 spent. 

I would love to work with you to maximise your ROI from every email sent by helping you write about the things your reader wants to know about in a tone that reassures and persuades.

Over the past 12 months just over three quarters (76%) of marketers report an increase in open rates; 75% say click-throughs are higher; 67% indicate delivery rates have increased and 66% say the same about conversion. Slightly more than half (51%) say ROI has risen.
-The Data and Marketing Association, 2019* 

*From the ‘Marketer email tracker 2019’, an annual study undertaken by the DMA in partnership with dotdigital and the Research hub of the DMA’s Email council.
Social media conversations

Social media channels are like ravenous circus creatures - they will perform when fed the right food.  I am an experienced social media conversationalist. I have learned that to have meaningful engagement on social media you need to understand the world of your fans and followers. What platforms do they favour? When are they on them and why? Who influences them? What do they want to know about? We answer all these questions in Hitting the Right Target - Discover Your Audience. With the groundwork done, it becomes easy to find your audience and connect with them.

Reports and strategy documents

Strategies are supposed to inspire and motivate people, not baffle or bore them! The keys to good reports are brevity and clarity – Rafferty loves weeding out unnecessary words and helping the reader get the sense in the quickest time and with the least mental effort. With the help of Rafferty Writes, your report or strategy document won’t sit on the shelf gathering dust but will be read and implemented.


Copy-editing is for people who don’t just want error-free writing, they want their writing to be the best it can possibly be; well organised, clear, efficient, and maybe even a little bit stylish. Given that it’s very hard to see our own errors, it’s advisable to invite a fresh pair of eyes to the party.

Visitor attractions and VR script writing

Stakeholder engagement, audience engagement, research, sifting through the avalanche of facts to find the stories that will grab people, stop them in their tracks and make them think, long after they’ve left: writing is just one small part of this work.

Writing tenders, awards or grant submissions

Tender bids can take a tremendous amount of time and effort to pull together. If you’re not winning any, it may be time to take a cold look at the quality of your submissions.

Find your ideal customer and learn how to talk to them


They say...

"I am always amazed and enthralled at her ability to capture the essence of the ideas I want to convey in a way I did not think possible when I was writing the original draft."
Kevin Fahey, owner, Essence of Leadership
"The service was extremely professional, Eilish was able to work to our project deadline and within budget. "
Lisa Bothwell, co-owner, Bothwell and Vogel
Eilish's skill is not exclusive to writing. She is an attentive researcher; a deft stakeholder manager; and can interpret audience needs and develop an appropriate tone of voice for the written content."
Brian Hickey, Creative Design Studio Owner

My work

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