Claydon Leveret - The Countryside Copywriter

Claydon Leveret - The Countryside Copywriter Copywriting, journalism & comms services to grow your equestrian, fieldsports or rural business 🌱

The first signs of winter have quietly been creeping in for weeks - snow first capping the mountaintops and then dusting...
18/11/2024

The first signs of winter have quietly been creeping in for weeks - snow first capping the mountaintops and then dusting the hillsides below – and now it’s everywhere.

The town looks like a Christmas village and the forests around it resemble a winter wonderland. Our local ski area is reporting a generous base layer of snow, and gear is stacking up in our little barn—snowshoes, downhill and Nordic skis, shovels and backcountry essentials—ready for adventures that lie just beyond the door.

When the mornings arrive James and I take turns to jump out of bed first and run downstairs to feed the dogs and fire up the wood burner to make the house bearable. Then it’s time for short, sharp days having fun in the freezing air, followed by long dark evenings tucked next to the log burner in the speakeasy drinking mulled cocktails and planning the next winter activity. Yes, I think this might be heaven ā›·ļøšŸ”ļøšŸŒ²ā›„ļøšŸ›·

Every business has a story, a history that shapes how it serves its customers and sets it apart from the competition. My...
12/11/2024

Every business has a story, a history that shapes how it serves its customers and sets it apart from the competition. My days are spent bringing brands to life with words that use that unique story to engage, inform and (hopefully!) inspire customers. Even if occasionally those days start at 2am to overlap with Europe and the Middle East: I’ve been at it for nearly eight hours already and it’s not quite 10am! 😁

So, whether you’re based here in the USA or much further afield, I’m here to support your business with everything from website copy and email content to social media captions, press releases and editorial. All written to form a seamless extension of your brand vision and voice… If you're interested to learn more, just drop me a DM. šŸ”ļøšŸ™Œ

There is magic in the night when pumpkins glow by moonlight… šŸŽƒšŸŖ„ šŸ‘»šŸ¦‡ Happy Halloween to all who embrace this most spooky o...
31/10/2024

There is magic in the night when pumpkins glow by moonlight… šŸŽƒšŸŖ„

šŸ‘»šŸ¦‡ Happy Halloween to all who embrace this most spooky of seasons! šŸ‘»šŸ¦‡

The Cascade Mountains in fall (yes yes, autumn)  I’m forever grateful to call this stunning corner of the world home, wi...
30/10/2024

The Cascade Mountains in fall (yes yes, autumn)

I’m forever grateful to call this stunning corner of the world home, with such an abundance of natural beauty on my doorstep. I adore all the ā€˜ber’ months, but October has felt like a gift, especially when the larches began to turn. These uncommon deciduous conifers seem to pour liquid sunshine into the Cascades, turning a blaze of amber before letting go of their needles for winter. It’s a transformation I’ve witnessed for the first time this year, but I suspect I’ll never tire of. A fleeting display that makes this season feel like magic, even more so now the high country is increasingly blanketed in snow…

The month I wait for all year has arrived… šŸšŸ‚šŸæļøšŸŽƒ Happy October to you all (especially my fellow ā€˜ber month’ fans)! It’s ...
01/10/2024

The month I wait for all year has arrived… šŸšŸ‚šŸæļøšŸŽƒ Happy October to you all (especially my fellow ā€˜ber month’ fans)!

It’s still so beautifully sunny here in the mountains, but the nights are dropping below freezing now and the trees are changing colour. Time to go larch hunting at the high Alpine lakes! šŸ”ļøšŸ„¾šŸ§£

The bear necessities 🐻 This evening I’m going to the town meeting hall to listen to two bear experts talk about living i...
04/09/2024

The bear necessities 🐻

This evening I’m going to the town meeting hall to listen to two bear experts talk about living in bear country, and I’m really looking forward to it! While (so far) my closest encounters have been seeing bear s**t on the trails and claw marks on trees, last month two bears were shot in the town. They say, ā€˜a fed bear is a dead bear’ and one of those unfortunate bears lost its life because people were lazy about securing their trash cans. What happened to the other bear is less clear, only that a dog walker shot it, but the locals say if you spend enough time in the forest (and I’m up there every day with the springers), it’s not if but when you’ll see a bear. Plus, I have plans to explore the northern cascades where there are grizzlies, so more knowledge is no bad thing… An interesting evening ahead!

When I was a horse-mad youngster, I used to look forward to Thursdays and Saturdays the most out of all the days in the ...
29/08/2024

When I was a horse-mad youngster, I used to look forward to Thursdays and Saturdays the most out of all the days in the week. Thursday, because it was the day Horse & Hound would be delivered to the local newsagents (and obviously I’d be there to buy my copy the moment I could), and Saturday, because I went to work at a local stable all day long in return for a riding lesson! šŸ“šŸ’›

This week I was fizzing with excitement ready for Thursday to come around, only this time it was because I’ve had my first feature published in Horse & Hound. It’s a real dream come true and securing this was a big element of one of my work-based goals for 2024. Hurrah! 🄳

The feature is all about how para dressage horses are selected and trained, and I hope it gives H&H readers insight into this special part of the equestrian industry. It was a real pleasure talking to so many amazing riders, coaches, owners and judges as I wrote the article, and being able to learn more about these most special and talented horses was a privilege. Huge thanks to Mari Durward-Akhurst, Erin Orford, Gabby Blake, Emma Kent, Rob Waine, Maryanne Horn and Diane Redfern for their insight and time! And heaps of good luck to our para riders, their horses and all the athletes in Team GB who are competing in Paris over the coming weeks. šŸ„‡šŸŒŸ

ā€œEither write things worth reading, or do things worth the writingā€ - Benjamin Franklin Words to live by if you love put...
09/08/2024

ā€œEither write things worth reading, or do things worth the writingā€ - Benjamin Franklin

Words to live by if you love putting pen to paper (or fingertips to keyboard) and writing…

Incidentally, the whole quote is: ā€œIf you would not be forgotten as soon as you are dead and rotten, either write things worth reading, or do things worth the writingā€. šŸ’ššŸ’›

Happy Friday! Go out and do things worth writing about… šŸŒ³āœšŸ»

Editorial, advertorial or advert…?ļæ½You might have spotted in my list of services that I write editorial and advertorial ...
07/08/2024

Editorial, advertorial or advert…?
ļæ½You might have spotted in my list of services that I write editorial and advertorial copy, as well as writing taglines for adverts… but what’s the difference between the three? They’re all ways of appearing in the media and they can all take you closer to your business goals, but in slightly different ways. Here’s the lowdown:

šŸ“° Editorial is unpaid content published in print or on a website and its primary purpose is to inform, entertain, comment on current events or educate. You could get editorial coverage for your business with PR outreach, pitching ideas to editors and journalists - although sometimes you’ll get editorial in return for booking an advert. Editorial is usually vetted by the publication's editorial team to ensure its objective and of value and interest to their readers.

šŸ–±ļøAdvertorial is a paid print or online advert that’s written up to look like editorial content, so it blends in with the surrounding text and adopts its style. The goal of an advertorial is to educate and inform readers but it may be subjective and is usually subtly promoting the brand or person who paid for it.

šŸ“¢ Adverts are paid for, are clearly promotional and stand out from the surrounding editorial. Despite this, they tend to command the least attention - how many of us open a magazine or web page to read the adverts? Adverts usually contain the brand’s logo, some image or graphics and a tagline or call to action. Today, they might be interactive thanks to the inclusion of a QR code, virtual reality (VR) or augmented reality (AR).

If you’d like to learn which is the right option for your business and have me write the copy that will maximise the results of your media efforts, just send me a DM!

A little Wednesday case study… šŸ’«In late autumn of last year I rewrote a client’s website copy to make it concise, user-f...
24/07/2024

A little Wednesday case study… šŸ’«

In late autumn of last year I rewrote a client’s website copy to make it concise, user-friendly and SEO-focused. At the same time, I started writing two blogs a month for them from a content plan we created together. The articles weave in keywords and phrases for SEO and help document their expertise, share their story, educate readers and answer FAQs.

Roll on to July of this year, and they’re enjoying a significant growth in organic website visitors every month, more enquiries, revenue growth and we’re all doing a happy dance! 🄳 Whoop and indeed whoop!

I’m a little late to the party sharing this one, but I’m thrilled to have penned a three-part series for Your Horse feat...
19/07/2024

I’m a little late to the party sharing this one, but I’m thrilled to have penned a three-part series for Your Horse featuring the clever Sara Malpass for Riviera PR Ltd. šŸ“šŸ’ƒšŸ¼ The series looked at simple pole work exercises (using eight poles or fewer) to improve suppleness, straightness and accuracy in the school. All the instruction and layout are Sara’s work, I just pulled her notes into words for the articles! Part three has just appeared in the shops and it looks just as good as parts two and one did, all thanks to the epic work of the team at Your Horse Magazine šŸ—žļøšŸ˜Š

Something to remember: your content isn’t for you. šŸ‘€It’s not for your peers either. And it certainly isn’t for your dire...
10/07/2024

Something to remember: your content isn’t for you. šŸ‘€

It’s not for your peers either. And it certainly isn’t for your direct competitors!

It’s for your audience. Your content is for people who are your loyal customers now and love what you do. It’s for the people who’ve been quietly following you and are about to send a DM about working with you… It’s for someone who’s just found you and needs your exact set of skills and experience for their business.

So, when you’re next planning, writing and filming content for social media, emails or your website make sure you remember that. How do you help those people, what are the questions you answer time and time again and what makes you different from the rest?

That’s where the value is! Mix that content in with testimonials, snippets from behind the scenes, your backstory that shares your experience and the occasional sales post and you’ll have a winning recipe. 🄣 Yum. šŸ˜‹

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