Client Story: The Start-Up (InCityBox)

How do BCNcontent’s copywriting services work? This client story from a Barcelona start-up gives a real example, from first contact to finished product.

Once upon a time…

… two food lovers called Leentje and Camilo got together. That’s them at the top of the page. They came up with a cool idea for a gourmet food gift company: InCityBox. They drew up a business plan, developed a range of products, secured funding and designed a beautiful website.

Then it was time to work on the messaging and present their project to the world.

Neither Leentje nor Camilo are native English speakers but they wanted to market to mainly international customers in Barcelona. So they searched on Google for an English copywriter and found BCNcontent. Hurray for our SEO!

First contact

In February 2015, Leentje emailed us in English, saying: “Hi, can you please tell me about the way you work?

That’s a great question. But our answer is usually the same for everyone: “In the way that best fits the needs of our clients.” There is no one-size-fits-all solution.

After more smart questions from Leentje, such as “Would it be easier to ‘correct’ copy that is written by us or do you want to start from scratch?” (answer: easier yes, but not necessarily better) we arranged to meet. Not all of our clients are in Barcelona so we frequently have first meetings via Skype. When we can, however, we meet face-to-face over a coffee. The view from our local café is much better.

First meeting

We met Camilo and spoke in Spanish. He explained the ideas they had for key messaging and what they wanted to communicate with each page of the InCityBox website.

We established:

  • Reference websites for look and tone
  • An estimate of the quantity of work (number of website pages and printed leaflets)
  • The price

After the meeting, we created a personalised set of questions to develop the brief (in English, as requested, with some points later clarified in Spanish.

Questions to develop the copywriting brief:

Who is the customer?

Define your target client. How old is he/she? What other things will he or she be doing in Barcelona? Will he or she be looking at the site before their visit or during it? Why will they be looking at it? What do you think they want from it?

What are the main BENEFITS for your client?

In other words, how does the product make their lives better? Please note these aren’t features (the characteristics of the product) but the impact of InCityBox on its customers. Examples would be time savings, access to local knowledge, convenience, excitement of receiving a delivery, the thrill of discovery, and the ability to enjoy local gourmet foods without leaving hotel/apartment.

What are the main FEATURES of the products and service?

Such as quality ingredients, reliable service, speed, easy-to-use website ordering, security, freshness, ability to order gluten-free products etc. A list of good things.

What are the main OBJECTIONS?

Knowing why people might NOT click on ‘buy’ is important. There may be objections we can preemptively answer or anticipate in the copy so please list the reasons you can think of, e.g. price, preferring to shop themselves, lack of trust, unfamiliar brand, no vegan option, etc.

What do you want the client to DO?

The calls to action should have clear goals: build the relationship (leave email address, follow us on Twitter), move the prospect further into the sales funnel (learn more, find out how, watch video…) or close the transaction (buy now). Different parts of website will work better at generating different types of action.

Leentje and Camilo are intelligent, experienced business people and they’d already thought about a lot of this, but it was useful for everyone to make it clear. They answered some of the questions by email and some in a phone call.

Writing the copy

In March, while waiting for the website design and product details to be finalised, we created six slogans in line with the brand identity. When we got the green light for the rest of the content, we wrote and delivered the first draft copy in April, followed up with Skype meetings, then the second draft. A final round of changes were made to accommodate last-minute site-design alterations.

Here are some shots of the finished site. Doesn’t it look great?

Using the core messaging, we then created copy for a series of printed leaflets. The focus was very different to the website, which had minimal text. Here, we could use storytelling as a tool to define the character of the brand. The goal was to paint pictures of the city and share local knowledge in a personal, friendly, accessible way.

When everything was completed to the client’s total satisfaction, we invoiced and they paid promptly.


InCityBox’s original idea was a good one. Their packs containing everything you need for a real Barcelona food and drink experience, delivered to your door, were a hit. But, like all start ups, the company quickly evolved. Follow-up projects included adding sections for corporate gifts. For these, the target customer and tone had to change, but without losing the brand’s voice.

Lessons to learn for better copywriting results

Leentje and Camilo did everything right to get a great result:

  • They did research and hired a professional copywriter
  • They asked questions
  • They provided a clear brief
  • They gave honest, considered feedback

And they make great gift boxes too. Check them out if you’re in Barcelona! 

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Steve Tallantyre

Founder and senior copywriter, BCNcontent

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