Why did you choose a career in copywriting, and how did you get into it?
My plan was to become a medical researcher, but the most important things I learned during my 4-year Molecular Biology degree were:
1) I am entirely unsuited to life in the lab.
2) I love the challenge of writing simply about complicated topics.
Neither my liver nor my finances could face another Uni stint to do a second degree in science communication. Instead, I began with ‘science-writing-adjacent’ jobs at an academic publisher.
These taught me useful copy-editing skills and gave me the chance to build up my professional network, which led directly to landing my dream role as the first science communicator at one of the UK’s largest health charities.
I switched to freelance in 2013 to fit in with family life. I’ve expanded beyond science writing but mainly stick with charity clients – they’re just lovely to work with.
What work are you most proud of?
I recently discovered that my words have helped to motivate over 2 million people to sign up to take part in a massive research study called Our Future Health.
I worked on OFH over lockdown; tasked with turning their highly detailed scientific protocols into clear and understandable materials for potential participants.
It was the kind of project I love; wrangling with jargon-filled splurge to extract, polish and link the nuggets of critical info into a structure that flows.
What piece of copy do you wish you’d written?
I’m not an ad writer, but if I were I’d be envious of the current Warner Hotels ad:
Waking with a glowtel
Lazing head-to-toetel
Taking in a showtel
What do you do if you hit a bit of writer’s block?
I know writers often say ‘go for a walk’, but I’m lucky enough to walk or run most mornings before work so going out again is a bit decadent. Instead, this is the best time to get some housework done and come back to my desk when I want to avoid the really crappy jobs (hanging out the washing, cleaning the bath).
If it doesn’t come, it doesn’t come. Try again tomorrow.
What are your favourite and least favourite writing-related tasks?
Starting, and starting.
The blank page is wretched, but my favourite is the moment when you begin to crest the hill of research. The prospect of starting a project with new or complex subject matter can feel so intimidating – how will I ever grasp this? Then, after a couple of hours of wading and reading, it begins to click. Now my mind will start making connections, forming ideas for phrases and concepts, thinking of questions I need to take back to the client.
I love that creative flow state.
Any copywriting pet hates?
I recently caught up with a recording of one of Tim Tucker’s brilliant lunchtime copywriting workshops. It was about UX and Tim used a word I’d never heard before to name a copy trend I despise: ‘confirmshaming’.
This is the passive aggressive wording on website buttons that’ll say something like: ‘No, I don’t want to improve my rankings’ or ‘No, I don’t want to save money’.
Just gross.
What’s the best piece of career advice you’ve been given?
“You’re not charging enough” was hugely important feedback I received from a client a few years ago. I’m still not charging enough, but I have raised my prices twice since then, and I’m more confident to do so.
What advice would you give to people starting out on a copywriting career?
If the end game is to be freelance, my advice would be to give yourself a leg-up by spending some time in-house, ideally surrounded by great people.
Be an amazing colleague first, and when you go freelance your peers will recommend you and take you with them, as a trusted supplier, to new clients.
And when you start sending out quotes and invoices, number them from 100 rather than 001. It was a little trick I used to make me feel more experienced and confident!
Why do you find ProCopywriters membership useful?
Tim Tucker! His lunchtime training is so good and perfectly paced.
CopyCon has given me a network of writers I now call friends and always recharges me with a burst of inspiration and energy.