Chris Ramsden
Copywriter and Strategist
Want to talk about a single product? Need a value proposition? Need to re-position your company’s services? Chris can help you turn your successes into stories that appeal directly to your customers, employees and shareholders – and he can train your staff in how to write faster and more effectively.
Selling account management to engineers
How do you launch a new sales initiative that will have an immediate impact on your company and make account management sound appealing to engineers? This was the problem facing NNE Pharmaplan – and the company took two shots at it before calling Eye for Image.
Teaming up with NNE Pharmaplan’s ‘Visualization’ department, Chris created a coffee-table sales ‘cookbook’ packed with recipes from NNE Pharmaplan’s subsidiaries around the world. More importantly, using the metaphor of a three-star restaurant, the book cast the account manager as restauranteur and the ‘front’ of the business – emphasizing the critical role account managers play in NNE Pharmaplan’s business.
People were talking about the cookbook weeks before it went to print. When NNE Pharmaplan’s business strategy division got hold of a draft, they wanted in. As a result, NNE Pharmaplan produced two cookbooks; one for account managers and another for everyone in the company.
The wonderful world of widgets
Picoforms had an incredible new product that allowed mobile phone users to design their own phone widgets – such as a widget to measure their car’s fuel economy – even if they didn’t know how to programme. But Picoforms was struggling to land a key account.
After listening to the sales presentation, Chris’ realized that the sales messages were getting lost behind the technological explanations, so he re-wrote the pitch material focusing clearly on user benefits. The results were so good, Picoforms re-used the material on its website and in product brochures.
Turning engineering speak into customer-focused web text
For a full-scale website project, you don’t need to look much further than the website of engineering giant Rambøll. With source material from all over the world – much of it written by engineers – Rambøll needed help organising, writing and editing the material.
Chris managed the project on the Eye for Image side. He developed a tone of voice and web style guide for Rambøll and ensured the Eye for Image team produced content that appealed to customers. And when the site was complete, Chris coached Rambøll’s web team on how to create new content.
Hands-on coaching
A key person in the Eye for Image’s coaching team, Chris has run writing workshops for companies such as Danfoss and Danisco. Combining extensive knowledge of advertising, marketing and communications with classroom experience, Chris focuses on providing nuts-and-bolts writing tools that people can immediately use to improve their writing, and speed-up their work.
Short stories and long runs
Before joining Eye for Image, Chris ran his own business, 'Write Here, Write Now', for six years, and ran a 15,000-strong online writing community. He has also published numerous short stories in journals and anthologies, and edited collections of short stories and poetry.
Not content with running the Copenhagen Marathon once, he ran it for a second time in 2009.
