I'm an experienced writer, editor and author with a background in non-fiction publishing and strengths in B2B copy and editing for academics in strategy and management. I don't use AI.
I'm a copywriter, editor, author and original co-founder of ProCopywriters.
I began my career in publishing, went freelance in 2005 and formed ABC Copywriting two years later.
I work with clients from sole traders and startups right through to blue-chips and multinationals. I also work with many creative, digital and PR agencies and offer professional editorial support to academics.
I've worked on slogans, websites, product brochures, online movies, articles, sales letters and emails, press releases, presentations, case studies, company profiles, books and academic papers.
My skills include writing, planning and structuring, editing and rewriting, improving or altering tone of voice, developing creative concepts, interviewing and working with non-native English speakers.
I've written five books, including 'Copywriting Made Simple' and 'How to Write Clearly'.
I don't use AI for any aspect of my work. To find out why, see the 'No AI Policy' on my site or check out my book 'AI Can't Write, But You Can'.
BrochureAlderney is a tiny, beautiful and peaceful island in the English Channel that is popular with mature independent travellers. The States of Alderney wanted to create a brochure that would communicate the strengths of the island as a holiday destination Working in partnership with agency Be A Tiger, we developed the text from existing sources and phone interviews with local experts.
Website copyJeyes UK wanted a new corporate website to reflect their updated brand proposition: a modern, relevant consumer brand with a wide range of products for ‘cleaning and freshening spaces and places’. Working with senior executives and liaising with the client’s web developers, I created text for the entire site, from high-level ‘about us’ content right through to individual product pages and staff profiles based on phone interviews.
Website copySuki Shufu is a premium range of activewear and accessories for yoga and fitness. The company wanted a set of short, appealing lines to introduce key products in an image carousel on its home page. Our copy brings together all the key elements of the Suki Shufu brand: practical and health benefits, fashionable styling and strong lifestyle appeal. We also developed a brand narrative and an ‘About us’ page.
EmailPrudential plc is one of the UK’s leading providers of pensions, annuities, investments and insurance. They asked to help develop a series of follow-up emails to be sent to people considering buying an annuity from Prudential. The content would reinforce the points explained by Prudential’s staff over the phone, giving customers content they could read at their leisure and keep for later reference. Annuities can be hard to understand, particularly when people are new to them. We used an informal tone and everyday language to explain the concepts as clearly as possible while also communicating honesty and transparency.
Digital agency Cluster needed condensed, accessible text for a microsite promoting FujiFilm’s Z30 camera, primarily to young female consumers. The highly condensed copy had to convey the camera’s technical strengths in a way everyone could understand.
Website copyPurelosophy is a range of three functional drinks made with all-natural ingredients and sold through high-end hotels and retailers. We were commissioned to redevelop the content on the Purelosophy website to maximise the appeal of the products by emphasising their ‘good origin’ and proven wellness benefits. Our copy uses reader empathy to elicit trust before setting out the unique benefits of the drinks and how well they fit with the reader’s lifestyle.