I worked with Miele when I worked at a digital agency prior to going freelance. I wrote dozens of product descriptions covering all manner of high-end home appliances, from vacuum cleaners to luxury wine fridges. The project involved working to strict brand guidelines and absorbing vast amounts of technical information in a short space of time. The way we worked on one category – kitchen appliances – is described below by one of my contacts at Miele.
“I have had the pleasure of working with Rachel on creating product descriptions for Miele’s new website, specifically for kitchen appliances.
I enjoy the partnership approach – obviously Rachel cannot be an expert on every product in every category for every business – taking my product expertise and translating that into copy. Rachel very clearly has a passion and talent for language, mixing this with an understanding of what’s required both for the brand and to achieve the objective of search optimisation – not an easy balance.
Rachel took the time to experience Miele through a cooking course/demonstration – the optimum mechanism which articulates the brand values and appliances far better than simply listening to me or reading a brochure. This was not a requirement for Rachel, but she wanted to ‘get’ Miele – and this has clearly shone through in her contribution.
I have been impressed by the ability to maintain individuality and quality, ensuring every description is unique – an achievement of tenacity given the number of number of appliances. Rachel has also elegantly managed to communicate a trade-up between entry products and top-end appliances, without ‘short changing’ the more accessible products – critical given Miele’s position.”
- product descriptions
- website copy
"A consummate copywriter, Rachel has an extraordinary capacity to digest large volumes of complicated information from numerous sources and then produce very high quality work that always hits the mark. Professional, personable, flexible and quick, she's a joy to work with."