Copywriters with surname B
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My professional career spans over 30 years, the majority of which I spent working at a senior level for the world's leading concierge provider. In late 2021 I ended my three decades of employment in the global, corporate market, and transferred its value to my freelance business as a professional wordsmith. I now focus on my key skills: copy and content writing for websites, digital marketing and print; advertising copy; product and service descriptions; tone of voice; copy reviews and edits. My experience encompasses a wide market and product category range across B2B and B2C sectors, and I also specialise in edits and/or rewrites to correct and perfect grammar, structure and tone of copy which has been poorly translated into English from its original language.
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I provide content. I also provide marketing services. I understand copy and how it works as a direct marketing technique, how it should work as a marketing tool. And I work across all channels because what works offline (in print – customer magazines, brochures, newsletter, and training pack) will work online too (website, blogs, e-newsletter and social media). I'm also a trained journalist, copy editor and proofreader and I have a background in marketing. Before founding Words Are Everywhere I spent two decades in marketing at KPMG, Deloitte, Baker Tilly, Nabarro Nathanson, Norton Rose, Ove Arup and NHS Health Scotland; corporate communications at Scottish Widows; publishing at NHS Health Scotland and freelancing as a journalist. I work across a wide variety of projects for big brands and small start ups, public sector bodies and individuals including fully integrated campaigns on behalf of the Scottish Government. For many of my clients words do the selling - whether it's a product, a service or a change in behaviour such as cutting down on drinking. Which is why you need a copywriter with a marketing pedigree. That's me.
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My first paid gig as a writer was writing children's book reviews for a consumer magazine. From those book-y beginnings followed a career publishing, marketing books for small independent publishers and big American publishing houses like National Geographic and HarperCollins. After several years writing sales pitches and marketing copy I decided I wanted to do something different, like challenging Government policy (well, someone has to) and delivering public campaigns for the non-profit sector. I went to work for a high-profile human rights NGO working at the forefront of British politics. Reacting to a fast-paced and ever-changing political landscape, and dishing out multi-channel campaign messaging across a range of issues. Unpicking complex legal and policy-speak became my bag. I specialised in turning them into relatable stories and engaging communications. Now I write for both business and charity clients, helping them build their brands and campaigns, and develop content for online, email, social and print. I still love books, but write mostly about design, parenting and education.
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I help brands find their voices. Did you know that 2/3 of all businesses (yep, even some of the huge ones) haven’t yet developed a brand voice that helps them stand out? Instead, they mostly stick with safe business-speak or pale imitations of the Innocent tone of voice you see everywhere from your condiments to your toilet paper. But your brand doesn’t have to blend in or copy everybody else. Using a process that's equal parts brand soul-searching, competitor analysis and customer research, I help businesses develop brand voices that make sure they stand out and stay miles ahead of the competition.
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Member spotlight
Hannah Rose“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.”
Declan Morton“I’ve always enjoyed writing but I didn’t set up on my own account until 2019. At that point I had been teaching for nearly two decades and had become frustrated with the academy trust to which my then school belonged. I took a plunge and set up as a freelance writer.”
Jo Watson“I wish we were all more honest when speaking to newer or younger copywriters and telling them what to expect in their career. It’s a hard job, it’s constantly evolving, and it’s still nowhere near as widely respected (as both an art and a science) as it should be.”
Abby King“Let your work breathe. While it’s tempting to send over to the client once a piece is ready, I try to give it at least 24 hours (where time allows!) before I go back in, review and send.”
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