Copywriting embracing

challenging subjects.

A Genuine Difference

Genuine helps businesses, charities and organisations of all sizes use words well, and embraces subjects which are hard to love or hard to explain. From print to digital and from reports to campaigns, Genuine can give you the words you need to reach the people you want to.

We work directly for clients and with creative agencies.

We also train businesses in understanding Dyspraxia.

“A good writer runs towards a problem when others are running away.”

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, such as marketing and advertising, or social and digital. What matters to us is language and how to use it. Unlike many copywriters we don’t specialise in one subject; and we don’t just want to write about the subjects that everyone else does. Whether it’s bereavement or financial services, we’re most interested in subjects many of us want to avoid but none of us can.

We write:

Print

From magazines to proofreading reports

Digital

Web and apps

Tone of voice

What makes you who you are

Scripts and Speeches

Making an impression or YouTube campaigns

Our words are about:

Making complex ideas clearer

From the classroom to the boardroom

Making difficult conversations easier

Increasing understanding and reducing stigma around challenging 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

Are you an agency needing text or a proofreader for a short project? I’m available remotely or within easy reach of offices in South Bucks and Central London or Oxford.

Arts and culture organisations

Reports, internal comms, product copy.

Education and training providers

Marketing and fundraising aimed at students, alumni, and the community.

Dyspraxia Training

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“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

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Who we’ve worked with

Some of our projects. Scroll down 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 12 years experience in copywriting and journalism.

About: The quick version

Maxine developed Genuine Copy in 2017 in order to best play to her strengths: working with words and challenging conversations. A teenager during the nineties dot com boom she designed websites while revising for her GCSEs and did online journalism before she knew it had a name. She began her career writing about music, theatre and television – hampered by not being into drugs and being into 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 a supporter of mental health charities including the National Suicide Prevention Alliance. Her first book, was supported by TLC and New Writing South in association with the Arts Council. In 2018 she was selected as one of 50 “rare minds” to attend RARE London at DD&D, an event for diversity in leadership in the creative industries. Maxine has a degree from Durham University and a PGDip in Journalism from Cardiff University.

Why the name Genuine? Why the lemon tea?

The name is because a career counsellor at university told me I was ‘too genuine’ to go into journalism or PR. The lemon tea is because I’m Anglo-German.  Brits solve everything with a cup of tea, and Germans have it with lemon.

About: The over-a-coffee version

I was born in West London in 1984 to an East German mother and Dorset-born father who met in East Berlin. I spent my first year in the world being expected to die and have been stubborn in the face of adversity ever since. At 15, I hit upon journalism as the best way to channel curiosity, obsessive tendencies and a flair for writing and not much else into a career. I wrote my first profile piece at 17, which was a bad idea for lots of reasons but a learning experience in lots of ways. My non-media jobs have ranged from supporting language-impaired children to handling customer complaints for a tobacco firm. I have lived at six different addresses in the last ten years. I like political dramas (fictional and real), plain English, European history, Twitter, theatre, running, and music. I’m a passionate advocate for dyspraxia and mental health. I also blog elsewhere semi-anonymously about things that are too personal or too niche for the press. I spend a lot of time in London, on Twitter, thinking about my book and waiting for an occasion to visit the Donovan Bar. I frequently juggle listening to Radio 4 podcasts on foreign policy with watching 90s soaps on YouTube.

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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

 

Some more information you may find helpful before getting in touch: