Copywriting embracing

challenging subjects

The Genuine Difference

Genuine helps people use words well, from local social enterprises to global brands.  We like subjects that are complex, challenging or hard to explain, specialising in the health and cultural sectors. We work with people when they don’t need or can’t afford big integrated campaigns but need to make their words stand out. If your organisation has something to say, Genuine can give you the words you need to reach the people you want to.

We also train businesses and organisations in understanding Dyspraxia.

“A good writer runs towards what everyone else is running away from.”

We’re all about words

What we do

We’re all about words. Unlike large, branded creative agencies, we don’t specialise in one function or type of media, like marketing, social or digital. What matters to us is the words we use, wherever they go. And we’re not just interested in one subject. We’re most interested in the sorts of subjects many of us want to avoid but none of us can.

We write:

Print

``Is it worth having a printed version as well...?`` We'll tell you why it can be, and show you with a great article, booklet, brochure or report.

Digital

You've built the website or the app and done the social media training. We have the words.

Tone of voice

We can help you understand what makes you who you are.

Scripts and Speeches

We can help you make the right impression, from your team meeting to YouTube.

Our words are about:

Making complex ideas clearer

From the classroom to the boardroom.

Making difficult conversations easier

Increasing understanding and reducing stigma around tricky subjects.

Making words matter

Without waffle and wool. We don’t just “aim to raise awareness…”. We aim for writing that is clear, helpful and influential.

Helping people create and enjoy

From business and technology to the arts.

We work with:

Businesses

B2B and B2C, from global brand to SME.

Charities and services

Services and social enterprises promoting health and social change.

Creative agencies

Could you do with an extra writer or a proofreader for a short project? Genuine is within easy reach of offices in South Bucks and Central London or Oxford.

Arts and culture supporters

We've worked with one of the UK's largest cultural consultancies on some of their most important reports.

Education and training providers

We help staff in marketing reach students and alumni, and staff in academia explain their work to others.

Dyspraxia Training

 Genuine offers training and talks to organisations wanting to learn more about dyspraxia, and how to support people with dyspraxia to be their best at work, in education and in life. We believe:

 

  • Dyspraxia can affect people in education, at work and in relationships throughout their lives if it’s not properly understood and supported throughout their lives.
  • People with dyspraxia – as with dyslexia, ADHD and autism – have a unique perspective on life which brings benefits as well as challenges to the places they live and work.
  • People with dyspraxia should be hired and valued for who they are and what they can do; not just to make organisations look inclusive.
  • Self-employment should be a positive, well-informed, well-supported choice for people with dyspraxia, and anyone else; not just a way to be kept off benefits.
  • With the right understanding and support, people with dyspraxia can be contended and productive in their lives – whatever that means to them.

“You give hope to parents who see a bleak future for their children.”

Theresa Hart, Comms Manager, NELCSU. Formerly The Dyspraxia Foundation

 

Why work with us?

We make your message stick

Three reasons to work with Genuine

  • We only focus on words Good words should be essential to your organisation, not extra. We treat them that way.
  • An unshrinking approach We’re small, but we handle subjects that are as big as they come.
  • An affordable personal service We’re not a faceless agency where you speak to an intern’s intern. The person who pitches for your project works on your project. And because we’re all about words, you only pay for what you need.
Why the name Genuine? Why the lemon tea?

Ever been told you’re “too genuine” to work in the media? So have we. The lemon tea is a nod to Genuine’s Anglo-German roots.  Brits solve everything with a cup of tea, and Germans have it with lemon.

Who we’ve worked with

Some of our projects. Scroll down further for testimonials.

Genuine has worked with, appeared in, or presented to:

Genuine has been supported by:

Who we are

Genuine is the work of Maxine Frances Roper, a freelance writer with over a decade of experience in copywriting and journalism.

About Maxine

Maxine developed Genuine Copy in 2017 in order to best play to her strength of working with words in challenging situations. After fifteen years of writing professionally, she realised that raising tricky subjects was the common denominator in virtually everything she’d ever written, and turned the realisation into a focused business. A teenager during the nineties dot com boom, she learned to design websites while revising for her GCSEs, and did online journalism before she knew it had a name. People from the internet usually imagined her as someone who looked like a sneering goth, and would later discover she looked more like a government P.A on her first day. She began her career writing about music, theatre and television – hampered by not being keen on recreational drugs but being quite keen on earning a living wage – before moving into consumer journalism, social policy and the charity sector. She is interested in the emotional effects of dyspraxia and other neurological conditions, is a former trustee of the Dyspraxia Foundation, and supports mental health charities including Mind, CALM and the National Suicide Prevention Alliance. In 2018 she was selected as one of 50 “rare minds” to attend RARE London at DD&D, an event to encourage diversity in leadership in the creative industries. Her first book has been supported by TLC and New Writing South in association with the Arts Council. When not writing, she tweets, sings, listens to a lot of music and runs. Running the London Marathon was her unlikely saviour, in the same sense that Vlad The Impaler would be an unlikely candidate for Humanitarian of the Year. She is Anglo-German, and likes people who know what the Berlin Wall was (although she watches TV sitcoms and soaps she remembers from the 90s on YouTube a lot more often than she gets to the end of long-reads on global politics…). Maxine has a degree from Durham University and a PGDip in Journalism from Cardiff University.

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Contact us

Genuine works remotely and with companies anywhere in the world, but is handily based in High Wycombe, Bucks, halfway between Oxford and Central London.

High Wycombe is:

  • just 30 minutes by train from London Marylebone or Oxford station.
  • within an hour’s drive of Berkshire and North Hampshire.
  • within two hours of the Midlands and the South Coast
  • close to Heathrow and Stansted Airport

If you know Berlin, Dorset, Durham or Cardiff, you’ll have a head start in conversation too!

You can email Genuine at hello@genuinecopy.co.uk

or say hello on Twitter @GenuineCopy

 

If you’re contacting us about dyspraxia, see answers to common dyspraxia questions.