Why did you choose a career in copywriting, and how did you get into it?
Words have always been my thing, long before I made them billable.
I was always top of the year at school for English. And I went on to do my degree in English and American Studies. Then promptly abandoned my journalistic ambitions for a highly successful career in corporate sales in hospitality and events.
Yet I always loved getting stuck into the marketing stuff, storytelling, and messaging. And truthfully, I was always a bit bloomin’ annoyed with myself for not doing something with my original talent.
So, I dipped a toe into writing for money when I went self-employed in 2006. And I cannonballed in headfirst in 2020. I’ve never looked back.
What work are you most proud of?
Plenty I can’t mention due to NDAs!
I’m really proud of the website copywriting and digital marketing I’ve done in my niche, for names like Revolution Bars, Wonderland Weddings, the Underglobe, and Elysian Estates, to name just a few.
On the obverse side of the coin, I get just as much of a buzz from nailing the messaging for small business warriors who struggle to articulate their value to their target audiences. There’s genuine feel-good factor in helping them finally articulate their unique brilliance.
What piece of copy do you wish you’d written?
Anything to do with Aldi’s Kevin the Carrot.
McCann’s Manchester slays the Christmas ad year after year. And their social media team is consistently on point.
Do you have any favourite copywriting hacks or techniques?
Oh, absolutely!
My fundamentals include:
- I/Me/Us/We vs You ratio -The more outward facing, the better.
- Meet your audience where they are – Understand what keeps them awake at night. Then show them how spectacular the view is from the other side, in a language that resonates with them.
- Make the copy aesthetically pleasing – White space. Short paragraphs. Subheadings. Bullet points. Clear CTA. You’ve already lost them if they need mountaineering gear to tackle your wall of text.
What do you do if you hit writer’s block?
I use my AI tools as writer’s assistant to help get my creative juices flowing.
What are your favourite and least favourite writing tasks?
- Favourite – A crystal clear brief from a client who knows their objectives, respects the process, and actually wants to lean into my sales and marketing expertise.
- Least favourite – Revisiting drafts peppered with track changes of what I lovingly call “passive feedback” or “chocolate fireguard feedback”. “I don’t like this sentence.” “Can you make it pop more?” Shoot me now!
Any copywriting pet hates?
Easy! AI slop that sounds like every other stranger in a cheap suit trying to flog your business.
What’s the best career advice you’ve ever been given?
Don’t sell sentences. Sell problem-solving.
And when pitching for new business and negotiating rates – Wish. Will. Walk.
What advice would you give to new copywriters?
Be your authentic, unapologetic self to attract your tribe and repel potential dementors. It’s one of your greatest assets always, but especially given the oceans of AI-generated sameness we’re all drowning in.
And don’t be scared of selling. The cold, hard truth is there’s no such thing as “build it and they will come.” They won’t.
But when they do come, have a brilliant onboarding process that demonstrates you’re leading from the front, know exactly what you’re doing, are aren’t just an order taker.
How does ProCopywriters membership support your goals?
The camaraderie is great. And I, for one, would much rather collaborate than compete, especially in uncertain times.
Plus, the training and events are solid gold for my personal development and branding.
Where can people find out more about you?
I often refer to LinkedIn as my second home.
You can also find me on Instagram , or via my website Fruition Copywriting.