Why did you choose a career in copywriting, and how did you get into it?
At school, I was torn between wanting to be a doctor and dreaming of being a journalist. I went to medical school, worked as a doctor for several years, and then took a break to have my children. Getting off the medical conveyor belt was the perfect opportunity to reassess my career, and I started writing again.
Although much of my copywriting is now in the medical and wellness space, I started out writing for clients in all sectors and I still get excited when clients get in touch for something unfamiliar that requires thorough research.
What work are you most proud of?
Writing medically accurate articles for Evelyn Health has been one of my favourite freelance jobs. It felt great to play a part in helping women with PMS and PMDD, two misunderstood and often neglected conditions, find valuable information and a community of support and understanding.
What piece of copy do you wish you’d written?
I wish I’d written the audio script for Nike’s Dream Crazier campaign. Narrated by Serena Williams, the video opens with phrases typically used to belittle women, like crazy, nuts and unhinged.
Williams goes on to say, “If we show emotion, we’re called dramatic […] And if we dream of equal opportunity, we’re delusional.” The video continues painting vivid portraits of female athletes pushing limits and breaking boundaries in defiance of those who doubted them, tried to diminish their dreams, or called them crazy. It finishes with the powerful line, “So if they wanna call you crazy? Fine. Show them what crazy can do.”
The copy is provocative, unapologetic and rallies women to claim ownership of their fiercest aspirations.
In the health and wellness space especially, there is still so much biased language and framing that can undermine women. This Nike ad inspired me to be hyperaware of those coded word choices and perspectives, cutting through societal noise that tries to diminish and silence women’s ambitions.
I have been motivated to infuse more raw, unapologetic empowerment into the health and wellness messages I craft for women. If we can tap into that energy, women can see new possibilities.
What do you do if you hit a bit of writer’s block?
I am at my best in the morning, so I try to schedule all creative tasks before lunch. If I’m struggling in the morning, I use the classic strategies of changing where I’m working from, taking a break, or exercising in the hope of a Eureka moment.
What are your favourite and least favourite writing-related tasks?
Favourite: playing with word choices and phrasing to pique curiosity while hinting at a key benefit. It’s like solving a mini copywriting puzzle every time.
Least favourite: the initial blank page moment. Once I dive in and let creativity flow, I start to enjoy it a lot more.
Any copywriting pet hates?
The use of buzzwords and jargon. The word journey really bothers me, and don’t get me started on solutionise.
What’s the best piece of career advice you’ve been given?
Embrace a growth mindset. Remaining curious, always being open to learning, and seeking out knowledge has opened more doors than I expected.
What advice would you give to people starting out on a copywriting career?
Write about everything. When I first started, I was clueless but I didn’t ever turn down offers of work. I learned about terminal dwell (trains), stiletto shoes (still a bit clueless on this) and security fencing. I took everything I could get, and building up my portfolio led to more and more work.
Why do you find ProCopywriters membership useful?
I go to as many lunchtime workshops as I can, and have learned so much from them. Many of the speakers recommended additional reading or books, and these are often great prompts for thinking about professional growth and career progression.
Where can people find out more about you?
You can contact me through my website (https://hannahrosecopywriting.co.uk/) and I’d love to connect with you on LinkedIn (https://www.linkedin.com/in/hannah-rose-copywriting/).