Alison Whelan (when not running FBC with Courtney Blackman) is MD and founder of AWL, a specialist fashion and beauty copywriting agency. Some of her clients include Cocosa.com, Swarovski, Paul & Joe Beauty, Tank Magazine/ Tank Forum, Levi’s, & Lee Jeans.
Tell us about Love AWL.
AW – Love AWL blog launched New Year 2010 – As a fashion copywriter and creative I wanted to start my own dialogue and communicate how I see the world / what colours my style of writing / people I love / all the reasons you might want to employ me really.
Do you Twitter?
AW- We successfully started a loveAWL twitter page last year and loved it so much – I just had to expand to more than 140 characters.
You’ve wanted to blog for sometime, why now?
AW – In all honesty it was whilst overhauling the FBC website blog that my attention turned to what I could do for AWL. FBC really is an inspiration to my own business. I’m a method copywriter – I absolutely have to get into the character of the brand I am working with in order to pin down the correct tone of voice. That often means sitting at the computer wearing shoes I can’t walk in, full-make-up and calling everyone Sweetie! I’m in character! In a world where everyone is shouting BUY BUY BUY its important for any and all brands to connect with their customer.
When copywriting is done well – it’s completely natural and you don’t even know you are being sold to. I love the language of Pret, Twitter, my-wardrobe.com, Top Shop and a many others. Some brands have a huge disconnect between their websites / their stores and their twitter pages. It’s such an easy problem to fix and sales are effected by language!
What are the goals of Love AWL?
AW – SHARE stories and ideas, entertain and inform people. I love film and if I’m bombarded by 150 emails a day – then probably so are many of my peer group. Sometimes I just want to kick back and watch a music video – I’d like to be the email people look forward to reading.
SO – Lets be ENTERTAINED – SIGN UP to LoveAWL and click the twitter icon!
