Brand Writing & Copywriting for B2Bs – Proptech Marketing – Strategy, Prototypes, Communications, and Content for PropTech and Smart City Projects – Richard Clunan

Brand Writing & Copywriting for B2Bs

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  • Regular price €270,00

Your conversation with your users

The words on your site and in your content are your conversation with your users. Have the right product, plus a great conversation with someone who 'might' be interested, and you have their credit card. 

Brand writing is copywriting in the voice of your brand

From the legend Drayton Bird, in my testimonials:

“Richard has two valuable talents which many far better-known writers have never mastered. He can vary his style. And his work has charm.”

Words, written or spoken, are your conversation with your users. With a distinctive voice, you'll feel more 'real' to your users. They'll want more of you. 

What you get

  • All the words on any project in your brand's distinctive voice and tone, with the right buyer psychology woven through
  • Sometimes 'the right buyer psychology' is not relevant. The content you produce, for example should be genuinely useful – not outright promotional. 
  • Where relevant, wireframe or layout snippets – sometimes the layout of elements on a page need tweaking – I'll send you diagrams
  • Rationale – I'll explain 'the whys'
  • Microcopy

Microcopy is acutely important to the user experience, and your conversions. This is the little snippets of text throughout your site. Effective microcopy motivates users to take action, holds their hand as they’re taking action, and reassures them after they’ve acted. 

Do you need to order the tone of voice guide first? 

Brand building foundations are here. It is useful to include at least a couple of those items – Archetypes and User Personas. But you don't need to order that product before I create communications in the voice of your brand. 

Samples of my Copywriting and UX Copy:

  • UX Copy and Web Copy for a Proptech: 



Custom Apps 

Data–AR Studio 

The Proptech Report 


  • Barracuda website: 


ICO page

A.I. page

Digital agency page

OTC page

Other brand voices

I'm including work for very different brands here, so you can see the range I have, building brand tones of voice: 

Magic Friends brand writing – a brand voice to conjure up the magic of childhood imagination 

Barracuda brand Archetypes and web copy – a Blockchain and AI brand

Ingmar Studio brand story – Fashion

Appy – brand language and UX copy

[note to self – add:

Zariot Smart City IoT


Workshop blurb


Cell Cartoon 

Articles and press releases

Some things people have said

“I was spellbound on how you can ‘talk’ with your words. What an awesome gift you have…”
Rosemarie Robertson

“In a world of cookie cutter marketing and ‘me too’ copywriters, you stand head and shoulders above.”

“I REALLY like your copywriting style. It’s fresh, easy to read, and while tongue in cheek at times (and cheeky at times), it’s clearly underpinned by a solid strategy. It demands to be read. And it disarms the cynicism and cuts through the information overload.”

“I have rubbed shoulders with some pretty eminent copywriting beings. I was invited to present with Gary [Halbert] at one of his marketing boot camps[…]I’ve had long friendship with Jay Abraham too[…]had some good chats with Drayton back in the days he presented workshops in Australia[…] So when I say I REALLY like your copy, I’ve got some pretty impressive benchmarks to compare it with.”
Chris Newton

“Wow, Richard. You’re a “real” copywriter—the kind who gets people to read what you write. Once I started I couldn’t stop! Looking forward to learning more from you.” 
Derek Lewis

“Richard, One word. Perfect. This is Cellusys. You have captured it. Lets do it… ALL.”
Dawood Ghalaieny

“The voice is amazing. I have no idea how you were able to write something that sounds like it came from my mouth. I shared it with a few friends and they too said it was amazing how you captured ‘me’. You certainly have a talent for identifying something and giving it life through words.”
Jim Leszczynski


Call or message me:

+353 87 357 4031 (Call/SMS/WhatsApp)