Is £600+VAT the full price of the Pilot?

Yes. The £600+VAT Pilot covers one complete article of up to 1,000 words. It includes the subject-matter expert interview, angle development, supporting research, writing and three rounds of amendments.

The Pilot is not a sample paragraph or a reduced-quality trial. It is intended to show you the actual process and standard of work before you consider a longer relationship. There is no contract and no obligation to commission anything else.

Longer or substantially different assets, such as white papers and research-led reports, require a separate quotation. We will agree any change in scope before beginning the work.

What happens after the Pilot article?

That is entirely your decision. You can stop after the Pilot and retain a complete, usable article with no further commitment.

If the process works well, we can provide occasional support, develop a regular thought-leadership programme or use further expert interviews to create a consistent pipeline of articles and related marketing assets. The relationship can be shaped around your team’s capacity and priorities rather than forcing you into a fixed package.

The Pilot is designed to answer the most important question first: can we understand your organisation and produce genuinely useful work?

How do you handle confidential information and the use of AI?

We treat client information, interview material and unpublished drafts as confidential and use them only for the agreed work. We are also happy to work under an appropriate confidentiality agreement where required.

Because policies and technical arrangements can differ by project, we agree in advance what information may be shared, whether interviews will be recorded and what restrictions apply to the use of AI tools. Sensitive or regulated information should never be placed into an external system without the appropriate permission and safeguards.

Before publishing this answer, it should be checked against Alex Genn Copywriting’s documented data-handling, recording, retention and AI-use practices so every statement precisely reflects the process used.

How will we know whether the content is producing a return?

A single article cannot honestly guarantee leads or revenue. Its value depends on the audience, subject, distribution and role it plays in the wider marketing programme.

Before developing the piece, we establish who it is for, what that audience should understand and what purpose the content needs to serve. Depending on the brief, that may include supporting a campaign, demonstrating authority, helping sales conversations, educating intermediaries or creating material that can be reused across several channels.

The most useful measures are therefore agreed around the purpose of the asset, such as engagement, qualified traffic, campaign response, sales usage or contribution to a wider content programme.

How long does it take?

Usually 5–10 working days from interview to delivery (longer pieces may take more time).

Will the article be written by the same person we’d work with later?

Yes.

How much input do you need from us?

Usually very little, depending on the complexity of the topic and input required from your subject matter experts.

Can we test something other than an article?

Of course, we can undertake anything you choose, although longer pieces will increase the cost. 

Do you understand our sector?

We specialise in financial services and fintech, with experience across asset management, banking, insurance and payments.

What if we don’t like the article?

No problem. The purpose of the test article is to determine whether we’re the right fit.

Will it pass compliance?

We write with regulatory review in mind, helping reduce friction in approval processes.

Can we use AI instead?

AI can accelerate drafting, but it doesn’t remove topic development, expert coordination, fact-checking, rewriting and approvals. We’ve compared the complete internal process with the Expert Insight Method™. See the full cost comparison.