My writing and what to expect from me.

My approach to copywriting.

Simple is better.

‘Trichotomy’ is a lovely word, but this really isn’t the time for it. Your readers are probably thinking about ten other things whilst reading your copy and anything they don’t instantly understand is a major turn-off.

I like to use simple, everyday language wherever possible, so we can get your message delivered before your reader gets distracted by this GIF of a cat….

See what we’re up against?

Let’s be honest.

If it feels like you’re hiding something or fluffing up the truth then your copy won’t be effective. People are savvy to that kind of stuff nowadays. However bland the truth may be, it’s my job to make it interesting and relevant.

Let’s give it to them straight, with a twist of lemon.

Let’s be bold like lions.

I’m a firm believer in blue sky thinking, thinking outside the box and not falling into lazy clichés.

I don’t mind if you think 99% of my ideas are ridiculous, because occasionally one of them is gold-dust and that’s what we’re after.

You can tell me your ridiculous ideas too, if you’d like to.

My approach to work.

Listen and learn.

I can’t do my job properly without information, and you’re the best person in the world to give it to me. I’ll ask you to fill out a short copy brief before we start and I’ll listen to everything you can tell me along the way.

After that I can work independently and try not to bother you too much. You’ve got loads of important things to be getting on with.

Open sesame.

I want us to get on. It makes things so much nicer and more productive.

I’m not a formal person and I’m very difficult to offend, so be open and tell it like it is. Our aim is the same, after all.

I’ll promise you the same back.