Copywriting Portfolio by Jack Williams

JACK WILLIAMS COPYWRITING

PORTFOLIO

PRODUCT REVIEW

One of my first pieces of copy involved me reviewing a product for an outdoor retailer I had previously worked for, Paddy Pallin. The brief involved two reviews, the first of which was an initial look at the watch and its features fresh from the box.

Suunto Traverse – The everyday Outdoorsman’s Watch Paddy Pallin Blog Entry – November 23, 2015

The moment I walked in from work I could see the small cardboard box sitting on the side. It didn’t take much to work out what was in it, the stamp had clearly been applied somewhat hastily but it was not hard to decipher the word ‘Suunto’ pressed to the side of the wellwrapped container. Nothing else mattered now, work bag to the floor, dog nudged to the side and a series of well-timed nods convincing my girlfriend I was listening to whatever it was she was saying to me. I walked like a zombie through the kitchen into the lounge staring at the box like it was my first meal in weeks. I landed firmly on the couch and began slicing the tape open with my keys. There it was, in all its glory. I slid the wraparound presentation sleeve from the box and swiftly slipped the brand new Suunto Traverse from its housing. I have since used the Suunto Traverse on a pretty average day to day basis, and whilst I have not yet taken it on any mountain-based adventures I am keen to share the experiences I have had with the watch over the last few weeks. Like many others, I would like to spend much more time out in the hills, however, the reality is it will be mostly used whilst at work, commuting to and from and the odd outing. I will go into the specifics of its benefits during outdoor pursuits at a later date, but it’s easy to forget that the Suunto Traverse, with its ease of use, versatile functions and modern look, is as much for daily use as it is for mountaineering etcetera. First impressions. Good looking! Its design is elegant, yet has a robust look to it, as well as feel. It has a scratch resistant stainless steel bezel and a mineral crystal screen, offering further protection against scratches. Compared to the Suunto Ambit, the GPS antenna is located within the watch ring its self, providing a tidier looking device. In my case, I have the Amber version, which comes with the dark steel face and bright orange strap, but it is also available in the black and white options. The watch weighs in at a fantastic 80 grams, almost 20% lighter than the Ambit 3.

Getting things kick started was pretty simple. The watch was accompanied by a relatively basic start up guide, but that was enough to get going with. Once the watch had been turned on it guided me through a series of steps to get it set up, but already the Traverse showed signs of its true capabilities. When setting the time, a pretty standard procedure for a new watch, I was prompted to use the GPS function. I did have to shuffle my way over to the window to get a more reliable GPS link, but it was otherwise simple and quick, and sure enough the time was exact. Once things were up and running the more thorough settings couldn’t be easier to adjust. It was even possible to do on either a smartphone or computer via the Movescount app. Linking the watch with the app was simple, but required a few attempts – possibly because of my occasional technophobic tendencies. Within the app, you can customise the screens you have access to, the various sports modes, plot routes, design apps, analyse previous data and change some of the basic settings such as turning the beep on or off. Once the watch is linked to your phone it also notifies you of any messages or phone calls you receive, or even if you have reached the next level on whichever game is keeping you busy. Games aside, this is a useful everyday function that anyone with a compatible smartphone will undoubtedly use. The watch also vibrates, and whilst the vibrate feature is designed more for navigational and outdoor orientated notifications, it can be good for discreetly checking messages you whilst at work, etcetera. Should I have confessed to that? I previously mentioned ‘Sports Modes’ and different screens you can set up using the Movescount app, I’m not sure where to start here as the features are virtually endless. Within Movescount you can download Apps, much like a smartphone, to your watch. These can translate the data from the watches various functions into comprehensible information – such as how much oxygen can be found in the air at your current altitude, to how many beers you have earned whilst in the gym. The applications run off the watches core features, including a digital compass, thermometer, altimeter and GPS tracking and navigational attributes. The watch screen not only lights up to display the time in the dark, but when held for longer, the screen turns bright white and can be used as a basic flashlight. I have tried to play with all the features. Although testing them out on a walk to work is not quite as thorough as it will be when I get into the mountains next week, it has given me a good insight into the capabilities of the watch. I’d recommend to anyone new to the Traverse, play with it before going out on an expedition or trip (if you can resist doing so anyway, I’d be very impressed). Using the Movescount app you can manually plot a reasonably accurate route on either google maps or on an OpenStreetMap. I plotted my short walk to work and spent the following 15 minutes bumping into people as I meandered to work staring at the screen, impressed with the navigational functions. The map is basic. It is quite simply a white line on a black background, as you may expect. It is, however, possible to add points of interest. These can be summits, your campsite, the closest

water source or of course, the pub and where you parked your car. Alongside the map, this can help bring a little more understanding of the area you are in. The watch also vibrates and beeps when you near your destination – we all know how easy it is to wander past a vital turning. It logs your step count, distance, average speed, pace, current speed, ascent, descent, altitude, vertical speed, current air pressure and even the time. Once you have completed your outing, it’s easy to check the data on the Movescount App, and compare it to others you may be following. You can also create a mini movie using 3D mapping on Movescount. This shows you a virtual reality impression of your hike, climb, bike ride or run. Sadly, my walk to work didn’t make for a Spielberg style epic, but I am looking forward to seeing it generate a video of some climbing I’ll be doing next week. The battery is impressive, compared to other brands, it takes the lead. Under its most intensive GPS plotting settings you can expect to wear the battery down in around 10 hours. This involved having the watch plot a location every second, as well as running all the other functions. For general use, or even less intensive GPS plotting (e.g., every 5 seconds – 60 seconds) you can expect the battery to last more than two weeks. On the home screen, a small battery indicator is displayed, providing plenty of warning if charging is needed. In conclusion, the Suunto Traverse is a brilliant watch for any outdoor sportsman, weekend adventurer or commuter alike. Its aesthetics make for a fantastic day to day watch, whilst being rugged and ready for the outdoors.

INTERVIEW STYLE COPY

A more recent piece involved writing an interview style piece for a travel blog called Mountain & Co. The conversational style interview discussed how my interest in the outdoors came about, and the lead up to the Fjällräven Polar.

An Interview with Mountain & Co Mountain & Co – March 18th, 2017. What spurred you on to become an outdoors adventurer? A mate down the pub… in short. And David Attenborough. I remember sitting in bed watching a condensed version of the Planet Earth series and thinking ‘I’m going to walk from one end of Africa to the other’. This was a bit bold, but none the less I thought I’d start training, and where better to start training for a crossing of Africa than in the Malvern hills? However odd this may have been, the views from the tops of these comparatively little bumps took my breath away and I was hooked on getting outdoors and hiking up high things. I am still yet to hike the length of Africa…

Where did your love of the outdoors come from? I have always been outdoorsy. I may not have grown up in the Highlands or the depths of Snowdonia, but I live in a rural area and would be outdoors at every opportunity, whether it was searching for the elusive worm or building a den! I progressed from mud construction to Cubs, and then the Sea Cadets, where my passion grew, and in varying fields, be it kayaking, hiking or simply a good camp.

Could you give us some of your favourite outdoor destinations – one far away from home and one maybe close to home and why you love to visit these places? My favourite outdoor destinations would have to be first Namche Bazaar in the Himalayas. This Himalayan trading town is the perfect blend of busy Tibetan life and the natural might of the Himalaya. That being said, if I were to choose a place void of any human settlement it would have to be the Sahara Desert, it made me feel like I was Lawrence of Arabia, exploring the world for the first time. As for places closest to home, I’m going to choose Grindsbrook in the Peak District. I have lost count of the times I have wandered up here, but it is my 'go to' day out – the perfect escape, and not all that far from home. Plus, the start/end of the walk is dotted with great pubs too!

What is your most memorable moment from the many adventures/expeditions that you have been on? I think the moment that sticks out to me the most is the moment I crawled into my sleeping bag at the end of the wettest coldest day of my life during the crossing of the Vatnajokull. My skiing wasn’t what it could have been, and as I was at the back of the group where I spent most of the day with my pulka crashing into the back of me and knocking me over. The surface snow was slush, and with a light drizzle of rain falling for the entire day I was thoroughly soaked through and utterly frozen. The rest of my team shoveled me into the first tent as soon as it was erect and after throwing a bunch of hand warmers into my sleeping bag I crawled in. I’m not sure I can repeat the words I used to describe the sheer joy I felt as I started to feel my feet for the first time in 14 hours.

Do you have a piece of equipment you love to use the most/couldn’t live without? My dry bags. They’re super lightweight inexpensive bags of ‘peace of mind’. I cannot stand the rain, not least because of the damage it can do to all your gear and the kit your carrying. Shoveling everything into a bunch of dry bags is a huge step towards being able to forget about the rain and just enjoy your day.

What is your next expedition and what do you hope to achieve? My next expedition is a particularly exciting one. I was lucky enough to gain the votes needed to join a 300km expedition across the Arctic known as the Fjällräven Polar. After being diagnosed with testicular cancer barely six months ago, this trip is a very special one to me, and I hope to inspire others in a similar situation to mine to embrace the outdoors and to use it to fuel their ambitions. Adventure makes me feel alive, and after finding out about my cancer, feeling alive is all I want. So many people helped me with my place on this team, so to say thank you, I have chosen to fundraise for Worldwide Cancer Research. My chance of survival went from ‘nope’ to ‘of course’ thanks to the fantastic efforts of medical researchers. Without charities, such as Worldwide Cancer Research, there is no way I would have been able to go on this expedition.

And finally…what advice would you give to the people out there that may spur them on to start their own adventure? I think that adventure is to a human what milk is to a cat – once you’ve had a bit, you just can’t stop. It may be easier said than done, but to anyone debating an adventure, stop debating and just go and adventure! Don’t over complicate it. Adventure is everywhere, you just need to go and find it, and once you do I dare you to stop! If I could change anything from my first adventures it would be some of my kit. Get good gear, good advice and good boots! Wear merino – it doesn’t smell! It’s all too easy for rubbish gear to put a new adventurer off stepping outdoors again.

A short piece designed to entice customers and groups to join our evening talks, discussing appropriate equipment for their expedition or trip.

Cotswold Outdoor – Kit talk invitation poster To Pack or Not to Pack? It doesn’t matter whether you’re facing the extremes of Everest, or snapping pics of Pisa, packing the wrong kit could cause any adventure to crumble at the knees. Cotswold Outdoor Solihull is inviting travelers of all natures to join us for an evening of discovery as we venture into the depths of a backpacker’s backpack.

A verbal pitch developed for staff when serving at the tills, used to obtain email addresses and sign customers up to an Explore More Card. The pitch saw signups rise from less than 20% to 50%+ daily

Cotswold Outdoor – Explore More Pitch ‘If I quickly grab an email address, I can pop a free two-year warranty on everything you buy.’ .

SOCIAL MEDIA CAMPAIGN Fj채llr채ven Polar Campaign Video Post A post on Facebook sharing my story and attempt to be a part of the Fj채llr채ven Polar expedition. This post alone reached almost thirty thousand people, with more than twenty-five thousand views. This played a huge part in raising more than ten thousand votes, securing a spot on the exclusive expedition.

LINKS

http://portfolio.jack-williams.uk My portfolio, online.

http://jack-williams.uk My website, blog, charity work & public speaking.

http://fb.com/fjallravenpolar The Facebook page devoted to my application to the Fj채llr채ven Polar.

http://bit.ly/jwflickrgallery A gallery showcasing expedition photography collected over almost a decade of travelling.

http://bit.ly/polarapplicationvideo My application video for the Fj채llr채ven Polar application, and an example of video production and editing.

APPROPRIATE SKILLS & EXPERIENCE

- A high level of outdoor equipment and clothing technical knowledge. A good understanding of customer service through previous retail experience. - Previous experience performing research into various subjects/brands and products to form blog entries on both my personal site and that of clients. - Experience writing press releases, presenting copies to newspapers, both online and offline, and for television studios. My press releases have resulted in six newspaper articles and two television appearances, one of which was on national TV. - Experienced writing blogs focussed on the outdoor industry and more sensitive subjects, such as cancer, ensuring the tone is adapted for each piece. - Previous experience developing product write-ups to aid training plans for staff working in outdoor retail. A constant stream of new products would require quick adaptation and the need for written training references. - Ensuring content adheres to SEO rules by including relevant keywords throughout the article, whilst making sure the natural flow of the copy is not affected. - Experienced using; Microsoft Word, Excel and Powerpoint. Experienced with Mac applications, as well as Adobe Photoshop, InDesign, Lightbox and Premier Pro. - Social media aware, with experience running social media campaigns. I have previously used Facebook to join an expedition to the arctic, securing a place on the team with more than ten thousand votes.

www.jack-williams.uk

My personal website. A place for me to share my thoughts, adventures and my battle with cancer through the blog page. My website also supports both my work with charities and my public speaking, a venture that is new to me, but extremely rewarding as I attempt to inspire others, young or old, to embrace the outdoors, take on challenges and use adventure to fuel their life. I also use the website to promote the various people, organisations and companies that have supported me on my journey to the FjĂ¤llrĂ¤ven Polar and onwards.