Dee Primett — ProCopywriters Member Spotlight

Dee Primett

Wicked Creative UK

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

I never actually intended to become a copywriter. I’ve always been good with words. In fact, my aunt bought me a book on ‘how to be writer’ when I was about 14, but life got in the way.

I’d recently completed a degree as a mature student and was on a stop-gap before starting a PGCE when I came across a copywriting job site that shall not be named! I thought I would have a dabble to see if I could make a few quid and I’ve never looked back!

What work are you most proud of?

I’ve written a few pieces of content that I’m proud of, but at the moment I am particularly chuffed to be working with RMDM – a diagnostics company that’s innovating in the area of early cancer detection.

This is a cause very close to my heart for personal reasons. It’s great to be working with them on their content as it’s so important to raise awareness of the effects of cancer, and to let people know about their early detection blood test, which is successful in detecting all types of cancer in the earliest stages.

I have also recently started writing content for The Heart Fund, which is a non-profit doing amazing work bringing cardiac care to developing countries. It’s a privilege to be involved.

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

Oh, loads! I absolutely loved the advertising by Norwegian Airlines back in 2016 when Brangelina split. They advertised low-cost fares to LA with the line ‘Brad is Single’. To be honest I love any sort of copy that is simple and reactive to the moment.

Another brilliant piece of content from last year was when Burger King asked customers to order from McDonalds (and loads of other food chains). Although I’m a strong advocate of using independent food retailers, it was really refreshing to see.

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

Cry into my keyboard! Haha, no I usually step away and ask for advice and support from my amazing network of copywriting friends to get me out of the funk! A walk in the fresh air and caffeinated beverage usually helps too!

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

Favourite has to be the ideas part of the process. I actually enjoy doing research and learning more about what I am writing about. Oh, and finding the best angle to write about things from.

A lot of what I write is fairly technical or could be quite dull, so I try and make it as creative and memorable as possible. Least favourite? Editing! After all this time? Always.

Any copywriting pet hates?

I hate it when people say you can’t use ‘and’ to begin a sentence. You can. And approval by committee, which always creates heaps more confusion in the process. See!

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

I don’t think it’s a single piece from a single person, but from the Twitter copywriting community as a whole – not everyone is going to like what you do, and that’s ok. For every person that doesn’t, there will be 10 others that will. It can be hard not to take things personally as a writer.

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

Join a community. Honestly, it can be a lonely place when you first start out. I have a huge, supportive network of copywriting friends that are only too happy to share the highs and lows, and of course their amazing pearls of wisdom. They make every day a little easier and brighter.

Why do you find ProCopywriters membership useful?

ProCopywriters has heaps of valuable resources, which are ideal if you are just starting out. I’ve also landed several big projects through the directory section of the website, which has paid for membership 10x over!

Where can people find out more about you?

You can find me all over the internet! I’m on LinkedIn, Twitter and of course ProCopywriters. You can visit my website or say hello by emailing me:

I’m also about to launch the Female Copywriters Association – a new initiative designed to bring together female copywriters. I’ll be announcing more details of this on my social media channels soon.

What do you think?

Your email will not be published. ProCopywriters members: log in before commenting so your comment links to your profile.

Become a member

Join ProCopywriters

Connect with peers, develop your skills and extend your reach on our blog.

Become a member
Learn online

Online workshops

Every month we get an expert, an author or a professional trainer to deliver a one-hour presentation on copywriting, marketing or digital media.

Browse events