Standing out in a commoditised market isn’t easy. But Jane Margetts has cracked it. She just wishes she didn’t have to share the answers.
When Jane Margetts joined Restore Information Management in 2022, she saw the challenge straightaway: the business sounded just like all its competitors.
Content needed to play an important part of our journey. But we didn’t have any content, we didn’t have a tone of voice, we didn’t have a differentiator.
Jane Margetts, Marketing Director at Restore Information Management
Jane knew what she didn’t want: a copywriter who would just do as they were told. She wanted someone who put the work first, who would challenge her rather than keeping her happy. So she hired Your Copy Righter, and we’ve been working together ever since.
50% open rates
Award-winning case studies
Year-on-year growth from website pipeline revenue
153k+ video views and counting
One pipeline saw an 11% increase
With over 30 years in the industry, Restore Information Management is the biggest UK-owned information management company, helping its customers protect, transform and access their information securely and efficiently.
It’s a strong offering. But when Jane joined, she knew there was a lot to do. And she couldn’t wait for the customer research, the positioning work, the new website, and everything else. Her existing copy wasn’t working now, which meant she was losing customers now.
We’re in a commoditised market, so differentiation is really difficult. We didn’t have a strong proposition. And we needed to modernise our look, too!
Jane Margetts, Marketing Director at Restore Information Management
So we got to work straightaway.
Jane wanted to start with a quick win: reduce the bounce rate on key service pages. With that win under her belt, she’d have the clout to ask for more time and resources to deliver even bigger results.
I asked a few more questions of Jane. Her answers made me understand she didn’t just want better web copy: she needed a new voice. Because Restore Information Management’s copy sounded like everyone else’s: dry, corporate, feature-focused. And when everyone in the room sounds the same, how do you stand out?
Talk different.
We agreed that something cleaner, more straightforward, maybe even with a dash of humour, would make Restore Information Management stand out and help people remember the brand.
James takes something really complex and makes it really easy for somebody to understand. He never undervalues the seriousness of what we do, but he can leave people smiling and thinking ‘I can absolutely relate to that.’
Jane Margetts, Marketing Director at Restore Information Management
With a 20% drop in bounce rate, Jane had the quick win she needed to take bigger steps, such as launching a brand new positioning.
A budget smaller than your dreams. Sound familiar? It’s the challenge facing you and every other marketing director out there. Jane was no exception.
For example, Jane wanted a video to launch the new positioning, but she didn’t have the budget for new footage. But instead of giving up on the idea, I wrote a script that made a positive of recycled and stock footage.
“So, yes, the footage might feel familiar. But our service won’t.”
The video was clear, humorous, and ultimately cheap to produce. And it was a huge success, earning 153,000 views (and counting).
We took this approach to every challenge Jane faced: using every copywriting tool in my arsenal to make the most out of what we had. Like using the generation effect to stand out in inboxes with a subject line reading “ecods management missing something?” Leaving out the letter R not only employed the psychological generation effect, but also gave me a chance to talk about all the Rs in Restore’s service (from resourcefulness to reliability, responsibility to regulatory compliance).
But perhaps the best example of the effectiveness of the new approach came when Jane asked me to help name and promote a new offering.
The brief was simple: come up with a name for a package of services Restore Information Management could offer to NHS trusts and GP practices and then figure out how to promote it.
A name could be simple. But I wanted it to work on multiple levels: to be clear, to feel like Restore, and to hopefully create a smile in the mind that made it memorable. Dozens of ideas later and I’d hit upon RecordRoom. Room for your records that creates record levels of room in your practice.
Secure RecordRoom.
Jane wasn’t convinced at first. She thought the target audience was too busy for clever. She wanted something simpler and more straightforward. I argued that a time-poor audience is an even better reason for a clever name; that audience needs extra help to remember a name they spend mere seconds looking at.
Jane, to her credit, turned to the customers to arbitrate the decision. And they were unanimous: they loved RecordRoom.
So did everyone else.
I like working with James because he doesn’t just do as he’s told. He challenges ideas and makes sure the work is the best it can be. Now every time we send an email we get opportunities coming through!
Jane Margetts, Marketing Director at Restore Information Management
With the name agreed on, I got to work on the rest: a dedicated service page as well as a range of social and email copy.
The results took even Jane and her team by surprise.
Jane has been working with me since 2022 and we continue to work together to make Restore Information Management’s copy stronger with each passing year. And we’ve even seen competitors trying to copy our work! From ad campaigns to web copy, whitepapers to brochures, internal guides and ESG reports, and everything in between, it’s safe to say that Jane is happy with Your Copy Righter.
James writes about our business in a totally different way that talks to people and gets us remembered. And it’s not just copywriting; he looks at the project and offers strategic suggestions that work even better. I almost don’t want anyone else to know about James so I can have him all to myself!
Jane Margetts, Marketing Director at Restore Information Management
So if you’re looking for a copywriter you wish you didn’t have to share, get in touch.
