Why did you choose a career in copywriting and how did you get into it?

I wanted to be a humorist. I did diary columns on national newspapers for a while. That didn’t work out. So I found a niche as a speechwriter.

What work are you most proud of?

I edited a speech for a celebrity wedding. It was 4,500 words, I cut it down to 900. Which was lucky because the Black Eyed Peas were playing at £500,000 per hour and even celebrities only have 24 hours in a day.

What piece of copy do you really wish you’d written?

I’d like to write lines for The Economist adverts. The best one I’ve seen recently is ‘Leader’s Digest’.

What do you do if you hit a bit of writer’s block?

I put on a YouTube dance video and have a dance.

What are your favourite and least favourite writing-related tasks?

I like having the time to graze for good ideas. I hate being under pressure to deliver a script in a short period of time.

Any copywriting pet hates?

Double spaces after a full stop.

What’s the best piece of career advice you’ve been given?

Let go and let God (I’m a big fan of 12-step mantras).

What advice would you give to people starting out on a copywriting career?

“First learn to be a craftsman; it won’t keep you from being a genius.” Eugène Delacroix