Kelly O’Brien Kyst

Copywriter and Strategist

Need to craft a powerful story that speaks directly to your target audience? Whether working on a case story, an article, a communications concept or a tagline, Kelly helps you pinpoint what to say – and how best to say it.

Unified country websites
For many large companies, keeping control of content on local-language websites around the world can be difficult. To solve the issue, a building and home improvement company decided to create a master website. The master site would never be seen outside the company, but local country editors could translate content from the site and, if necessary, adapt it to suit local needs.

But the company still needed the content to match its corporate brand – and appeal to customers. Kelly wrote the text for the site, from corporate information to consumer-focused product descriptions and technical specifications, closely following the customer’s brand guidelines and tone of voice.

The result is a group of websites that speak directly to their respective audiences – but are still consistent with the company’s global brand. And because it’s cheaper to translate from English than from any other language, the customer saved money too.

The A to Z of value propositions
A leading pharmaceutical company had identified more than 50 value propositions (VPs) for one of its key products. Essentially, the 50 VPs laid out all the reasons someone might want to choose the product. But the company had an issue: how to formulate the VPs so they could help sales reps convert more leads into sales.

In a half-day workshop, Kelly helped the customer pinpoint the benefit in each VP and broke the VPs into a number of themes. She then wrote each VP with a customer focus, supporting the benefit with documented evidence.

Available on the customer’s extranet, the VP list is now a valuable tool for sales reps and distributers when preparing to speak with customers. And, because the list contains ready-to-use sales arguments, it is also saves time for the marketing department when writing brochures, adverts and other sales materials.

High culture, pop culture
Before moving to Copenhagen in 2004, Kelly worked as press liaison for some of the New York’s largest and busiest art galleries and museums. She has an impressive collection of tenpin bowling trophies, and is Eye for Image’s resident pop culture trivia queen.