QLEANTAB
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QLEANTAB found me in a Google search for sustainability copywriter. They liked my experience in the space. Karine told me in her first ever email to me: “We need enticing and true-to-our-brand copy that resonates with our potential customers and clients.”
QLEANTAB makes eco friendly cleaning products. Both the bottles and the products themselves are designed to minimise waste and harm to the planet. This is a busy market with lots of big names shouting for attention. But QLEANTAB was born out of one family’s mission to do better and we agreed that we wanted that family feel to shine through in their copy.
Our first step was to analyse competitors and look for a space QLEANTAB might be able to occupy as their own.
Despite lots of warm and friendly copy in the sector, there was no-one really focusing on the family side of cleaning. This soon became the heart of our brand personality and essential to our copy.
The other interesting challenge was sifting through the complex words and phrases to find alternatives that would quickly mean something to our customer. After all, how many of us could spot a ‘volatile organic compound’ or ‘alkylphenol ethoxylate’ at 100 paces?
Out with the complex language, in with phrases like ‘nature-harming compounds’ and ‘irritants’.
Knowing our customers are about to embark on perhaps their first eco cleaning experience, we focused on being clear, concise and explanatory. That said, the copy is peppered with relatable real-life situations to bring that family feel to life.
QLEANTAB originally booked me for just their Homepage. They came back with this feedback: “There’s really very little to change; you’ve done an excellent job, and the copy is wonderfully succinct while still communicating our core brand messages.” And a request to write the rest of the site and the brand’s tone of voice guideline.
You can see the results below.
