“My favourite work is creating those “aha” moments. Witnessing that millisecond when my client realises they’ve broken through to a new level of understanding how copy works — that’s truly magical.”

“I love looking at the way copy flows, so the individual components combine to make the reader think and feel differently.”

“Choose a niche and make it yours.”

“However language changes, and whatever falls in and out of the vernacular, writing should reflect how people speak.”