Piers Ford

About

"Why can't we just put it all in ChatGPT and see what comes out?

Actual words from a senior client on a Zoom call with the hired copywriter (me) in the room, waiting for my brief.

They weren't joking, either. The colleague who'd hired me explained patiently that sure, if they wanted a bland, generic report without any discernible tone of voice or sense of authority, by all means let's do that.

But if what they really wanted was a punchy, attention-grabbing piece of collateral that would engage their clients, attract new ones, be persuasive and add genuine value to their digital resources, investing in the services of an experienced professional copywriter was probably the better option.

Situation clarified, sanity prevailed. At least my version of it. But it's the kind of exchange I find myself increasingly involved in.

Don't get me wrong. AI tools are great. Even copywriters use them to help things along! But if you want your content to sound authentic, to truly showcase the voice of your business, to pitch your messages in a way that speaks directly and compellingly to your target audience, you're still going to need a human being who can hit the sweet spot with your brief and write it.

And that's where I can step in - a senior copywriter specialising in corporate digital content, blogs, long-form articles, reports, white papers and case studies. I'm also an experienced copy-editor as well as a trainer in written comms skills, working with training companies and providing tailored private courses for corporate clients.

I've been in the words business since starting out as a print journalist when the world was young. My digital transformation journey has been one heck of a voyage. Here's what a couple of people have said along the way:

"Piers’ ability to capture the essence of topic, replicate a tone and introduce original thinking along the way is second to none. Piers is my go–to consultant on all things copy. He is a master craftsman and a delight to work with."

Imogen Osborne, The Pulse Business

"It’s been brilliant working with Piers. His work on our collateral and marketing copy has made a significant difference to our business. People have commented on the improved tone, style and clarity and we’re already seeing better engagement with our content and deeper understanding of our proposition."

Joe Parker, Brand Director, This is Motif

Please get in touch if you're looking for someone to put the human back into your content.