How your business uses words can create real distinctions and can persuade actual humans to actually do business with you. Your words can light a fire under your brand, your employees, and your prospects while expressing your personality and values. Used well, words are ridiculously powerful, which makes it all the more surprising how few brands take advantage. Words signal passion, intent. ‘This is who we are. This is how we can help.’
The things that I think about and work with are clarity, structure, readability, voice, empathy, storytelling, and whatever creativity I can muster in service of your project. (A fair bit.)
Day one was in 2002. Along with 11 UK based writers/collaborators — I’m a 2015 D&AD award-winner for Writing & Design. I’ve co-authored a book with my colleagues. Established: Lessons from the world’s oldest companies (see below) published this year.
In my 12th year as a writer, I became an Associate Partner with the famed Dark Angels of the UK. Which means I am privileged to help train other copywriters. The biggest thrill is when words create new relationships. I live for that.