Although I am able to pitch a product or service in a wide range of styles, here are examples extracted from actual client copy:

CORPORATE

“The Renaissance Body Science Institute is an integrated group practice of world-class experts specialising in the art and science of well-being. Our vision is to enrich quality of life by maximising personal potential on every level. We are committed to nurturing optimum health in our clients by applying breakthrough knowledge, supported by leading-edge technology and standards of excellence.”

TECHNICAL

          Formal

“The content administration interface provides editing tools that give users full control over site content, navigation and other website utilities. All functions are broken into modules, accessible from a central menu. The content administrator has complete control over the system content, but can't alter the look and feel of the site - thus protecting and ensuring the company's brand integrity.”

          Semi-formal

“Within the last decade, US investment guru Warren Buffet saw the advantage of syndicating private aircraft ownership and launched the concept as a business model. Yet it was a logical step to extend the model to fixed property. The main difference between timeshare and fractional ownership being that the former gives you a simple usage right, while the latter includes a real property ownership right. 'Syndication', however, is currently deemed entry-level fractional ownership, because full-blown fractional ownership has become synonymous with additional access to top-notch amenities and hospitality services.”



“X-Core honeycomb has far superior flexural and strength capacity when compared to most lightweight non eco-friendly materials such as polystyrene or polyurethanes. It really comes into its own as a composite material when clad with laminates such as plywood or Chromadeck™ steel. Despite being so lightweight, X-Core has a compressive strength of 90 tons per square metre and is ideal for weight-challenged edifices. The product works particularly well in floor, wall, door, acoustic and ceiling applications.”



“We develop technology that's good for business as well as the environment, while simultaneously effecting substantial cost-savings”, says Trane's founding Director of Environmental Affairs, Eugene 'Smitty' Smithart, proudly. Founded in the late 1800s in Wisconsin by Norwegian plumber James Trane, the business rapidly expanded into the heating and cooling business. Trane's success is built on a corporate culture ensuring that customers are always served first. Service First continues this tradition in Southern Africa.”

          Informal

“Information critical to your company needs to be current and relevant – if not, publishing time lags could result in lost sales, lost customers and company embarrassment, to name but a few pitfalls. To remedy this, Unysen provides instant content updates. No need to post the demeaning 'under construction' label. Unysen ensures that accurate and up-to-date company information is made available in real time for key user groups.”

          Informal/Jargon

“Before each band's performance, Missing Link used teaser introductions in the form of audiovisual eye candy. These short animation stings acted as a fun visual tool with 'up next' computer graphics signalling local acts about to perform, and a more elaborate AV sting to introduce international bands, using track clips to prime audience anticipation and switch on the mood.

To give fans a sense of owning the event, three camera operators mingled with the crowd, randomly interviewing the fan base. By mixing the video material in real time, edits were whacked onto the big screens, between band breaks, bouncing back the live interviews with added brand content.”

CONVERSATIONAL (Character writing)

“Don't forget the good old-fashioned enjoyment factor. It's not just about unleashing your taste buds. Ponder the hue of the wine as you hold it to the light. Listen with your nose! Is the wine nervous or bold? Fruit-driven or tannic? Wooded or un? Is it long or short in finish? Indulge in the rare pleasure of being your own judge. The beauty of the subjective experience is all about being teased by variety and tickled with contrast.”



“Neil swears by the convenience of owning a Vespa. You're immune to traffic jams; parking is a cinch; fines – a thing of the past, and, best of all, 'Girls dig guys who own Vespas'. It stands to reason that something nifty and zippy in the traffic is bound to be a head-turner.”



“The Kidorable range could be described as functional art at its best. The winter line features waterproof raincoats, character backpacks in electric colours, as well as umbrellas and Wellington boots that seem to glow. Then there are cosy mittens that can be used as muppet-style puppets. The summer range offers T-shirts, swimsuits, towels and sandals. What makes the line come alive is the powerful combination of character and colour, because it's a range that has invested heavily in the 'cute factor'.”



“At the end of April, Lorenzo launches his much awaited new menu. For a surprise taste preview, visit Blues between 17:30 and 19:00 any Wednesday, Thursday or Friday to sample free palate teasers that will accompany all sundowner cocktails. Get your taste buds in gear for, among others, grilled pistachio lamb cutlets with potato and artichoke mash, married with a mint jus or wild berry dessert splashed with gently aged eight-year-old balsamic vinegar from Modena…”



“In South Africa, a Private Residence Club may have its own game reserve, golf estate, trout fishing facilities or spa, for example. It's de rigueur for a PRC to have a swimming pool and possibly tennis courts, gym and sauna too. Expect a clubhouse, at least, plus a resort restaurant. The other major advantage of a private residence club is its exceptional security. The estates are usually enclosed by a perimeter security wall with strict access control, although probably not 100% paparazzi-proof!”

DIRECT MAIL (Personal Tone)

“It's almost that time of year again when we like to spoil those closest to us. But don't forget to treat yourself as well! Whether you need cash in your pocket for study expenses, a well-deserved holiday break or anything under the sun, you'll be pleased to know that:

Your personal re-usable loan for an amount of [RX XXX] is still available to you, to use for whatever you wish, whenever you wish. And if you use your loan before the [date], you may just be one of the lucky ones to get back every cent you spent!”

PROSE POETRY

“Would they ever know?” by Clive Harvey Fox:
[final stanza excerpt]


My journey is the path we all do come to tread
Of pain and struggles, of the search for meaning out of chaos,
Yes, it's tasked.
I looked again and found myself,
unpacked and carved and shaped
by Life,
Unique and whole,
and there and then the greatest gratitude suffused my
being, for I'd been blessed beyond my wildest dreams
with life so BIG for which I'd humbly asked!