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the pillar post copywriter

Comprehensive, engaging, accessible copywriting for the renewable energy sector that will make your business the “go-to” resource for your audience, engage your market in new solutions, increase web traffic and make you part of the global conversation.

the pillar post copywriter

what exactly is a pillar post?

A “pillar post” is an evergreen document located on your homepage that defines your business and establishes your brand. It can be as short as a 1000 word blog or article, or as long as a mini eBook. It’s something that brings visitors back to your site over and over. It’s designed to be shared and commented on. It’s informative and targeted. It’s the story you want your audience to hear and act on.

WHAT CAN A great pillar post DO?

  • Tells your target audience what your business is about.
  • Shares key ideas and philosophies.
  • Answers questions.
  • Demonstrates the tone of your business.
  • Educates your readers.
  • Encourages people to share your business.


But if your audience is confused or bored by your content,
they’ll never know how serious it is.

Be THAT business!

If you use a mailing list to grow your business and share your ideas, you’ve got to talk to your subscribers!

Now, it’s true that some business emails, quite honestly, deserve to go straight to SPAM. But what if you were the business who got your own folder in your subscribers’ mailbox? You own FOLDER!

Regular, real communication makes your business relevant and builds trust. You know that – it’s how strangers become friends. People who interact with your business are the same: the more you deliver quality content that adds to their lives, the better your relationship will be and the more they’ll commit to you.

If you have a mailing list and want a better conversations, then get in touch.


Dive into the digital toybox

Multimedia blogs are to humans what burritos are to beagles!

Blogs have changed over the years. Long pages of unbroken text don’t grip visitors anymore. But add short films, GIFs, animation, graphs, graphics and Doodle Vids (those crazy hand-drawn animated thingies) and you’ve just put stuff on your site that’ll glue your visitors to it from start to finish.

Take a moment to think about your audience. They want to be informed, educated, and taken seriously, but they also want to be captivated, engaged and (since your target market is human) entertained.


So, you've got something to say...

The more informed your target market is, the more likely they are to engage with you, learn from you and stay with you.

Clear, concise how-to articles, whitepapers, case studies, newsletter and infographics are a great way to teach your market about your business so they can become smart, informed partners. And unless you want a headache with your 10 a.m. coffee, my guess is you prefer to deal with a smart, informed audience.

Stop throwing stones at high-speed trains

Getting engagement and commitment from your audience is a long haul game.

Sending out a few sporadic emails, posting the occasional blog and slapping your “mission statement” on a static website is equivalent to throwing stones at a high-speed train. No impact!  

A clear, result driven communication strategy designed to suit your business, your target market and your message is not only easy to implement, it’s easy to sustain because it’s integrated with how you think and how you work.

Years as a writer

Books published

Articles, blogs, infographics, how-to features...

Cups of delicious bean-to-cup coffee a year

an informed, interested audience is a committed audience

Being part of the conversation

People are tired of being lied to, sold or talked at. As a human being on Planet Earth in an age when weather is a political tool, most people justifiably ignore emails and marketing messages that do little more than try to gouge cash out their wallet or scare them.

But communication from business they trust, delivering content that informs, enlightens, entertains and contributes to their day, their work and their life? They open those… time and time again.

So, when you talk to your target market, instead of pushing products and PR, make the effort to engage and connect. That’s when they commit and buy. Not because you’re “selling stuff” but because you’re adding something good, new and useful to their lives.

We are like tenant farmers chopping down the fence around our house for fuel when we should be using Nature’s inexhaustible sourses of energy – sun, wind and tide… I hope we don’t have to wait until oil and coal run out before we tackle that.

Thomas Alva Edison, 1931

I used to think the top environmental problems were biodiversity loss, ecosystem collapse and climate change. I thought that with 30 years of good science we could address those problems. But I was wrong.

The top environmental problems are selfishness, greed and apathy, and to deal with those we need a cultural transformation… and we scientists don’t know how to do that.

Gus Speth

Give folk a reason to stick around

Fact is, humans have the attention span of a beagle in a biscuit factory! And that’s OK. That’s life. So, instead of trying to put a leash on your audience in the hopes of keeping them still, give them a reason to stick around.

If your audience likes to be entertained, entertain them. If your message is complicated, simplify and teach. If your mission is to inform your market, then make it easy and worth their while!

Your target market connects with you to achieve something, or to feel something, or to learn something. Know what that is and let them have it.


Traffic! When people come to your door, invite them in…

It’s all about relevance and sharing. We’re social creatures. If we find something profound, fascinating and shareable… we want to share it.

So, you can drive traffic to your site through SEO and metadata. Yes, that helps. But people telling other people about how useful your business is… that’s what drives real, sustainable, sticky traffic.

When you endeavour to share knowledge, ideas and solutions in a way that engages people – even if that means making them laugh, then that’s when people stop, listen and think, and get that renewable energy is a serious business.

… And give them a reason to invite their friends too.

Why is regular contact with your audience is important?

This is me talking to you, a business owner, so I’m being a little more blunt than usual.

There are two reasons why regular communication with your target market is important.

Of course, it’s the best way to find out what they need and to communicate your ideas. It’s also how you prove to your market that you can deliver consistently, that you’re in it for the long-haul and that you’re the real deal. But let’s be honest – there’s another reason.

Not all customers or subscribers are wonderful, right? Regular communication is an amazing way to spot folk that you might not want to work with; someone who won’t do your business or your brand any good.

Great business is all about beautiful relationships. To grow your business, you need to be happy too. It takes time to get to know someone. It takes time and consistent communication for good relationships to become great.

What do you really want from your audience?

It’s not sales. Not even repeated sales.

Here’s what I know… few things will make your day more than a lively, committed, engaged, excited audience People who show up to the conversation. This happens when someone becomes a fan, a loudhailer and a friend to your business. Deliver great, regular, relevant content, and that’s what you’ll get. 

What's the best way to get a beagle to stick around?


Why? It’s what they love.

People connect with businesses they know. Connect with your audience.
Get to know them. Let them know you.

That’s how great conversations happen.

The pillar post copywriter

  • Pillar posts that establish your brand.
  • Multimedia, engaging blogs that entertain and inform.
  • Autoresponders and email communication that connects with your audience.
  • Newsletters and company magazines that your readers look forward to.
  • Content-rich material that educates and informs, including infographics, whitepapers and articles.
  • A complete, sustainable communication schedule that gets your message across without overwhelming your audience.

Get in touch…