Benge Coffey Perspectives
Portfolio
I often get asked what kinds of writing I can do: clients want to know if I can write about health, video games, or agriculture; B2B or B2C. They know I can write a website, but can I write bios, EDM, social media and blog posts?
A good copywriter can learn a new voice, a new language and a new industry. No matter the subject, the principles of good writing remain the same.
Here's a glimpse into the kinds of work I've done.
Ani Møller Coaching
The brief: to write a website that could educate and affirm people who want to know more about being neurodivergent. Ani wanted a tone of voice that was encouraging, reassuring and hopeful.
In writing this website and some of Ani's LinkedIn posts, I took the reams of research, data, and the story of Ani's lived experience and translated it into simple, engaging copy.
The Interactive Advertising Bureau of Southeast Asia and India
The brief: to bring some life and spark to the website, I redesigned the IA and stripped the existing copy back to the essentials (and replaced dry industry buzzwords like 'innovative'). The CEO was so happy with the results that she kept me on to write handbooks, EDM, articles, and a tone of voice/style guide.
From a UX perspective, all information had to be easy to find and quick to read because the main users are busy CEOs.
The website copy needed to feel urgent and optimistic, and create a sense of 'FOMO'. I spent a lot of time understanding stakeholder concerns so I could show how the values of IAB SEA+India aligned with the values of their community.
Otherhood
For this personal project, the three members of our team wore many hats. Luckily we're all communications and copywriting pros. In addition to this website, we wrote:
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Press releases
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More pitches and proposals than you can poke a stick at
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Crowdfunding campaign material
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An editorial
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Social media.
We also crafted PR and comms strategies, created video content, and ran a successful fundraising campaign. The result? A beautiful book that hit the Aotearoa New Zealand bestseller list in its first week of sales.
With a team of writers, I designed pages and wrote informative content for kiwifruit growers. This was a UX-heavy, fast-paced project. Now if only we could find a kiwifruit-themed pub quiz.
This was a long-term volunteer role for a charity that means a lot to me.
I wrote articles and press releases for Child Rescue, edited the CEO's blog posts, and managed the publicity campaigns and fundraising strategy for the Wellington region.
I rewrote Hato Hone St John's first-aid guides so they could be understood by readers as young as seven.
I also wrote fundraising pages and information about their hospital dogs (yes, the dogs have little uniforms).