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Copywriting for retail

Retail is a copy hungry sector. As retailers need to create an emotional bond with the consumer that goes beyond functionality of providing products, tone of voice - the way your language sounds - has become a key branding tool. The way order acknowledgement emails sound - their character and warmth - is important to creating that connection with the audience. Crafting online product copy for SEO while preserving the brand is also key.


  • Argos (sales leaflets)

  • Best Buy (instore video)

  • Boden (advertising, strapline, mailers)

  • Sainsbury’s (TOV)

  • Carphone Warehouse (TOV)

  • Paddypower (TOV)

  • Staples (direct mail)

  • Next (website product copy, email, brochures, e-Learning, training video, signage, writer training)

  • Sports Direct (signage)

  • Eurostar (brand video)

  • McDonalds (recruitment brochure)

Types of writing

  • Website product copy

  • Brochures

  • Tone of voice

  • Writer training

  • e-Learning

  • Training video

  • Signage

  • Sales emails and leaflets

  • CSR reports

  • Annual reports

Advantages of using Barnaby Benson for retailers

  • Strong, clear messaging - we have a thorough message development process that applies the same level of discipline and questioning that goes into an advertising campaign.

  • Brand agency background - having worked with world leading brand agencies, we understand language’s contribution to brand positioning. This might be a rejuvenated tone of voice, a brilliant idea for an advertising campaign or the encapsulation of a brand’s positioning.  

  • Adept with all media - we’re able to grasp the demands and constraints different mediums put on language. Copy that works for an annual report will not work for a brochure – our copy adapts and flourishes. 

  • Creativity and vitality of language - we are keen readers of great books and study their clarity and originality. We aim to keep our language fresh, intense and free of cliche

Benefits of the Barnaby Benson approach

  • Achieve more - good writing engages. It persuades. It motivates. It makes points clearly. It gets the job done.

  • Save time - you could spend hours and never quite capture what you wanted to say. Or you could brief a copywriter.

  • Delight audiences - most business writing is dull. No wonder people ignore it. Stop being boring!!! Break through the clutter! Be noticed!

  • Make money - when writing communicates benefits, it empowers your business. People will understand why your idea, product or service is worth their attention. A good sales letter can generate sale after sale after sale… A persuasive PowerPoint presentation can… You get the idea.

  • Stop worrying - people fret about spelling and making grammatical errors. Let someone else worry about it.

  • Sound right - personality in writing can give you an edge. Maybe your brand is friendly. Or funny. A copywriter can capture that. 

  • Gain perspective – being familiar with your product or service isn’t always a good thing. A pair of fresh eyes can spot what's important for the consumer.

Get in touch

Brand clients

The tone of the emails was just right. Personal enough to make me feel like I had special attention, professional enough to give me confidence in the information provided.


Customer feedback, Next

Quoted in market research

Next plc

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