What does a copywriter do? Copywriting is as much about thinking as it is about writing. About getting a brand story, a customer pain point or a creative concept straight in my head before I put pen to paper to write something irresistible.*
And, as a copywriter, I’m often at the heart of a project. With an overview of all the ideas and channels coming together, I’m well-placed to spot opportunities and overlaps, and feed into the wider strategy. It’s like a big jigsaw, and it’s so satisfying when all the pieces slot into place for a seamless campaign.
It’s why you’ll sometimes find me by the kettle, staring into space next to an over-brewed cup of tea. I’ll be mentally running through a customer journey, or laying out a website. Or digging through Greek and Latin word roots to come up with a product name.
It’s a varied job, with loads of creative and strategic thinking involved. That’s why I love it.
It’ll never be the subject of a fly-on-the-wall documentary though.
“Here, the copywriter is moving into her third hour of research rabbit holes as she strives to create a backstory for a space race-themed hotel." Riveting.
* Yes, I do still use pen and paper to get started. Then, when my writing can’t keep up with my brain, I switch to my laptop to pick up the pace.
What makes you different from other copywriters? All writers have their own unique skills and niches, and bring a different perspective to a brief.
I’d say my two main differentiators from other writers are:
1. I’m a visual thinker If I’m writing a website, I’ll always wireframe it first. If it’s a direct mail postcard, I’ll sketch out various layouts before I start. I need to visualise where my words will sit to make sure they really pull their weight.
It’s why I love concepting so much. It’s also a win-win for you, as you’re getting a bit of design thinking thrown in. And if you’ve got a designer already, even better – we can work together from the word go for a seamless creative process (and tip-top results).
Check out a few of my concept sketches 2. I dig into the details I never take a brief at face value, or just blindly start writing. Once I know who the audience is and what your aim is, I’ll think through things like the customer journey, what other comms they’ve received or seen, and how we can best get your message across.
Does it actually need to be a big, long email, or can it just be a little nudge? Would a carousel ad work better than a single image, so we can share more of our story? Or can we tighten up that brochure content, to really make it pop? So expect plenty of questions when we chat.
Do I really need a human? Can’t AI do everything now? If you’re asking that question, you’re probably not in the right place.
I’m sure in time, AI will find its rightful place in content creation (translating instruction manuals, if it wants a job no human seems to have mastered yet?!), but for now it’s a very long way off the mark for anything creative.
I think you can spot when someone’s using AI copy and it’s not a good look. Just don’t do it, kids.
Do you use AI to write copy for clients? No, never. When people approach me, they’re looking for human creativity, expertise and originality, not generic content scraped from elsewhere and churned out by a machine.
Apart from the fact that AI copy is absolute bobbins, why would I take a shortcut in doing something I genuinely love? Nope, no robots here, thankyouverymuch.
The only time I might use AI is for things like keyword research, or to get a quick overview of a new topic. I never rely on it 100% though, and follow-up with my own research or input from an expert.
Where are you based? I live in London, but I’ve worked with clients all across the UK, as well as in Germany, Portugal and the US.
While most of my work is done remotely using email and video calls, I’m always happy to meet face-to-face. In fact, it can be really helpful to get to know a team and a brand in person.
And when it comes to working with designers, getting round a table together can take things in a much more interesting direction. A stack of paper and a pile of coloured pens is where the magic starts!
The money
How much do you charge? Do you charge by the hour/day/word? Since every job is so different, I don’t have a set price list. Instead, I’ll take the time to understand what you need, and provide a completely bespoke quote.
Sometimes it’s a total project cost, but it’s often a day rate for ongoing work.
I never charge by the word. After all, a three-word tagline can take much longer to hone than a 500-word SEO article.
The process
How do I brief you? If you’ve never worked with a copywriter before, I can send you my briefing guide to help you get your thoughts in order.
You can then drop me an email with more details, and ideally we’ll set up a call, too. That way, we can both ask all our questions and make sure everything’s clear before I quote or get to work.
How do I give feedback? While I sometimes get it spot-on first time, clients usually ask for a few changes. When we talk costs and timings, I normally account for two rounds of amends.
Once you’ve had a chance to read the copy, I just ask that you collate comments from everyone on your side so they’re all in one place.
If you want to attempt any tweaks yourself, just make sure Track Changes is on in the Word doc, so I can see what’s what.
Especially if it’s our first time working together, I’ll set up a call to run through the feedback to make sure no written notes are misinterpreted.
Then I’ll edit and return the copy for final feedback or – hopefully – signoff.
What’s your availability like? How soon can you start? I officially work three days a week, but the joy of freelancing is that I can be flexible if needed. Just drop me a line and we can chat through start dates and timelines.
Do you know any good designers? Yes, I’ve worked with some absolute gems over the years, and I’m always keen to collaborate again. If you need a full creative dream team, just let me know and I’ll mobilise the crew.
The work
What kind of copy do you write? From activities for kids to city guides and cocktail menus, SEO content and social ads to campaign concepts and tone of voice guidelines, I’ve written every kind of copy imaginable over the years.
If you’re after something you can’t see on my portfolio, drop me a line. There’s a good chance I’ve done something similar before, it just hasn’t made it to my website.
What are your areas of expertise/specialist subjects? My favourite subjects are travel, fundraising and writing for kids, but I’ve happily turned my hand to publishing, retail, finance and medical writing, too.
Even if you don’t see your industry in that list, I’d still love to chat.
After all, the skill of an experienced copywriter is to quickly understand and write about just about anything. Go on, challenge me.
Can you write in our brand’s tone of voice? Absolutely. Most big brands I work for have a carefully honed tone of voice, and I pride myself on being able to effortlessly slip into the lingo.
All I ask is that you share your tone of voice and brand guidelines, and a few relevant examples of existing copy (preferably ones that you love).
Can you help me create a tone of voice? Of course. Not every organisation has the time or resources to dedicate to their brand voice. That’s where I come in.
Over the years, I've written or updated the tone of voice for everyone from Eurostar and Comic Relief to Ruby Hotels, so you know you're in safe hands.
Whether you’ve got some outdated guidelines that need a spruce up, or a completely blank canvas, I’ll work with you to hit the right tone to resonate with your audience.
Do you do SEO copywriting? Yes. In fact, if you ask me to write website content, I’ll make sure there’s a keyword list before we start.
If you can supply one, wonderful. If not, I’ll help you set it up before I start.
Can you help with content planning and strategy? Absolutely. I’ve worked on big multi-channel campaigns for all sorts of brands, so I’m always happy to advise or talk through ideas. Sometimes an extra pair of eyes from a slightly different standpoint can make all the difference.
Do you work with agencies? Of course. While most of my work is done directly with the end client, I’m always happy to jump into a creative agency team if needed.
So, even if you’ve got an agency roster you have to stick to, or need the full project manager-planner-designer-writer kit and caboodle, I can usually find a way to slot in.
Just drop me a line to discuss what you need.
Have you won any awards? I won a baking competition once, for making a Frankenstein cake complete with jelly worm brains that oozed out when you cut into it.
Copywriting awards? Afraid not. Mostly because I’ve never nominated myself for any.
It’s time-consuming, expensive and – to be frank – I don’t really see the point. I let my portfolio, and reviewsdo the talking.
Can I be a copywriter too? Yes! I firmly believe that, with a bit of patience and practise, anyone can be a copywriter.
You just need to be really passionate about writing and take the time to learn the craft.
Courses and workshops can help, of course, but the really juicy experience comes from Doing The Work.
Volunteer to write for friends, relatives and charities. Set up work experience if you can. Make fake ads for brands you love. Basically, build a portfolio and go from there.