Why did you choose a career in copywriting and how did you get into it?
I’ve loved writing for as long as I can remember. At school, I kicked butt at creative writing, had a few poems published in national anthologies and established and ran the school newspaper.
However, it’s only 20 years later that I’ve chosen to be a copywriter.
After uni I spent 8 years working my way up through the TV industry (mostly on scandalous reality shows like Big Brother) before dabbling in Journalism, leading Corporate Communications for a multinational for a couple of years, and then being head-hunted for a senior Marketing role.
Later, prompted by parenthood, I set up my own Marketing consultancy, which I ran for a few years. I loved managing the entire Marketing process but found that writing copy for my clients was what I enjoyed the most and where I could deliver the most value for them.
In 2019 my family and I moved to the UK. Thrilled to finally work in a market where I could specialise, I grabbed the opportunity to set up Write Rabbit Ltd, providing copywriting, content writing and brand storytelling services.
I’ve recently niched down to support sustainable, ethical, and purpose-over-profit brands. I’m excited to be working with phenomenal change-makers driving positive shifts, both locally in the UK and around the world. Now I do the write thing so they can do the right thing.
What work are you most proud of?
Creating the entire brand, website, content strategy, and corporate collateral for Dwell Ghana (which provides services for people who are moving to or within Ghana for work) in 2018 was a highlight.
The company had been operating (under a different name) for 9 years, with the majority of clients acquired through word-of-mouth. But, when the competition started to step up their marketing, owner Angela Fabre knew she had to act or be left behind.
I designed a branding and marketing strategy for Angela, managed all of the development processes, and wrote all of her copy. The result is a brand that truly stands out in the market, and one that Angela is very proud of. We’ll be working together on some updates soon.
What piece of copy do you really wish you’d written?
Who Gives a Crap! I love this brand so much. Everything from their packaging design to their copy is bright, fun, down-to-earth, and totally on point for their target market.
What do you do if you hit a bit of writer’s block?
Walking or hiking. I’m lucky to live on the edge of the Peak District National park, and for me, there’s nothing better than some time out in nature to shake off the blank page blues.
What are your favourite and least and favourite writing-related tasks?
I love digging into the briefing process and unearthing golden nuggets of information that the client has had all along but doesn’t realise will make a world of difference in strengthening their brand and attracting their target market.
I loathe creating quotes and proposals. I will be hiring a VA ASAP!
Any copywriting pet hates?
It’s really very disappointing when keywords have clearly been crowbarred into the body copy and headings. Yuck! Just don’t do it.
What’s the best piece of career advice you’ve been given?
Align your values with your work and with who you serve, and everything will flow far more easily. And it’s true!
What advice would you give to people starting out on a copywriting career?
Keep the bigger picture in mind. Be aware of where and how your copy will fit into the client’s marketing and branding mix, and consider how it can support their overall strategy.
Why do you find ProCopywriters membership useful?
The credibility that the membership offers is an obvious benefit, but it’s the learning events and resources that make it invaluable.