Global Air Supplies:
Comprehensive Rewrite of 283-Page Product Brochure & Thousands of Product Descriptions.
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Client Overview:
Global Air Supplies is a South Yorkshire-based wholesale distributor specialising in horticultural and ventilation products. With an expansive inventory comprising thousands of SKUs across 40+ international brands, the company serves both B2B and B2C markets throughout the UK and beyond.
Project Scope:
In preparation for the company’s 2025 marketing cycle, I was tasked with rewriting and editing their entire annual product brochure— a 283-page printed document featuring thousands of product listings, detailed brand overviews, and technical specifications. The previous edition (2024) had suffered from multiple content issues, including:
Discontinued products,
Inaccurate or misleading technical details,
Poor grammar, inconsistent tone, and typographical errors,
Missing products and outdated brand descriptions.
Objectives:
Ensure complete editorial and factual accuracy across all product and brand descriptions,
Re-establish a professional, consistent tone of voice aligned with Global Air Supplies’ brand identity,
Improve content clarity and structure for enhanced user comprehension and trust,
Incorporate new product launches and upcoming inventory,
Extend the scope of content for use on the company’s e-commerce platform, optimised for SEO.
Methodology:
Over a four-month period, I undertook the following responsibilities:
Page-by-page content audit and rewrite of the 2024 brochure, correcting inaccuracies and improving consistency,
Rewriting all brand introductions, section headings, and category descriptions for clarity and engagement,
Producing new and updated product descriptions (short-, medium-, and long-form), incorporating technical specifications and benefits in clear, accessible language,
Authoring search engine optimised content (400–600 words per item) for the company’s website to improve online visibility and user engagement,
Researching product USPs through technical datasheets, supplier input, and competitor analysis,
Crafting unique and concise brand descriptions and USPs for over 40 third-party brands.
Outcomes:
283-page brochure rewritten and finalised ahead of production deadline,
Thousands of product descriptions written or revised for factual and grammatical accuracy,
Over 40 brand profiles developed with distinct value propositions,
Tens of thousands of words of SEO-focused website content created,
Improved brand consistency and clarity across all product communications,
Stronger internal confidence in published materials, reducing risk of misinformation and customer complaints.
Strategic Impact:
The project has not only elevated the editorial standard of Global Air Supplies’ marketing materials but also contributed to:
Enhanced customer trust through improved product accuracy,
Greater sales team efficiency, with clearer collateral for product reference,
Improved search engine performance through SEO-rich, structured product copy.
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