Newsletters are to known and unknown audiences. Those to staff may include fun facts about people; those to potential customers may carry product information.

Whatever the audience, the tone tends to be friendly, chatty and approachable.

Press releases follow a format. Time poor journalists will stop reading if the detail and relevance to them are not immediately clear.

The style is direct and informative at the outset, with additional detail, and perhaps quotes, in later paragraphs.

This includes letters, brochures, scripts for videos or voiceovers, banners or backdrops for presentations/conferences or roadshows. It could also include invitations to events, property details, food descriptions.

Tone and structure will vary dependant on the requirement.

The aim of these is to provide information. They are not selling tools. The reader needs the information clearly and thoroughly, and as concisely as possible.

Therefore the tone and structure are more direct, often with the use of bullet points and short paragraphs.

Web pages have various purposes - to sell, to inform, to entice, to cajole. But there are some essentials to take into account.

They must be uncluttered - so copy needs to be structured in association with space.

I charge by the hour, the half day and full day. Longer projects may be priced with a multiple day rate.

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