“A writer is someone for whom writing is more difficult than it is for other people.”
Thomas Mann, novelist and winner of the 1929 Nobel Prize in Literature
Why Craft? Are we verb? Or are we noun? Well, we’re both.
To craft work is to commit to quality. To incrementally refine and assess, refine and assess, until you glimpse the finished piece coming into view.
But you must also respect the craft. The craft keeps you in the hunt, blocking shortcuts, dealing in tough love. Because when you respect it, the craft will reward you.
That’s why we believe craft transforms work that’s just okay, into work that’s just exceptional.
And we want to work with people who believe the same.
If that’s you, we should chat
“Why do we do this? Surely there are easier ways to make a living.”
Plenty of the team have cracked this joke, toiling over a tricky piece of text. And it got us thinking.
Sure, there are easier ways to make a living. But we don’t see what we do as making a living, we see what we do as living.
Because what makes up our lives? Words, stories and ideas. Whatever you do, wherever you do it, words stories and ideas are stitched into your lives. They can inspire you, they can elevate you, they can empower you.
So shouldn’t we work to make all our words, stories and ideas great?
It all starts with a chat
We love what we do. But there’s somewhere else we really want to take our words, stories and ideas.
We want to use our experience and passion to open a writing centre for kids, here in Madrid.
A place that uses words, stories and ideas to help kids build their self-confidence, stoke their self-respect and fire their imagination.
A place like Ministry of Stories or 826 Valencia. We’re not affiliated with these great organisations. We’re just inspired by them.
Why are building this place? Because as kids, words, stories and ideas were our salvation, our call to arms. And somewhere along the line we were all told to embrace these things, not to ditch them for ‘real work’. That gave us the lifelong gift of working with words, stories and ideas.
We want to give that gift to a new generation.
Because the world needs great writers, storytellers and thinkers. And we’ll work hard every day to try and be part of making that happen.
Paul’s made a small start, teaching Digital Copywriting to Master’s students at Madrid’s IE University. Next we take words, stories and ideas to a younger audience. But we can’t do it alone.
How can you help? Get in touch moonshot@craftcopywriting.com
We’re proud to have worked for some great brands, including 4 of the world’s 20 most valuable companies as ranked by Forbes (Apple, Microsoft, Nike, Cisco).Today, we partner with our clients to help them with three main things.
Copywriting
We write audience-grabbing copy that engages people and moves them to action. We work across digital, print, social and everything in between. This is the core of what we do.
See some work
Tone of Voice
Maybe your tone of voice needs some love. Maybe you don’t even have one yet. No problem. We’ll partner with you to help you develop a brand voice as unique as you are.
Let's chat
Training
We all write at work. So our fun, interactive workshops help your teams write in a way that’s clear, concise and effective. Both internally and externally.
See our workshops
It was a true pleasure to work with Paul. It did not even take a day for him to adopt to the frog way of working, which is often a challenge for many people. He has a great collaborative mindset and professionalism to push the deliverable to the next level. What I really loved about working with him was that he is not only a content strategist and copywriter, but a great thinker who can ask the right questions to push the design even more. I have never worked with any copywriter who can influence design so much. I cannot recommend him enough. Thank you Paul.
Seisho Manabe, Director, frog design
Paul just gets it. He elevates content to the next level. His ability to transform mundane topics into something exciting is second to none. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble. My only regret is not getting to work with him more.
Anna Murphy, Content Manager, PepsiCo
Paul is a super talented writer – super cool in front of the client and a real asset on any project. A real keeper :)
Graham Warren, Operations Director, gyro: London
Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His work for Nike is goose bump inducing. His veracious appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.
Ben Oliver, Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Three things you need to know about Paul. 1. Paul is a true wordsmith. His writing bears the mark of a gifted artist. And like all great artists, he is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. 2. Paul makes collaborating at a distance feel like working side-by-side. He was in London, I was in Cupertino. Yet, his insights and ideas were present in a very real and actionable way. 3. Paul knows his audience. One of his sayings has become a team mantra—“Your audience always has an opinion. Start there.” Ok, one more thing. Given the chance, I’d want Paul on my team.
Anita Stubenrauch, Transformative Story Coach and Consultant
Paul is one of the most insightful writers I've worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. The quality of his writing and commitment are first rate. I couldn't recommend Paul more highly.
David Clarke, Executive Creative Director, Huge
It was a pleasure to work with Paul. It didn‘t even take a day for him to adapt to the frog way of working, which many find challenging. His great collaborative mindset and professionalism push the deliverable to the next level. He's a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. I cannot recommend him enough. Thank you Paul.
Seisho Manabe, Director, frog design