I have played my part as a copywriter for some 20 years – both as an inhouse marketer, agency copywriter and a freelancer – always staying true to what I believe is the foundation of great copywriting:
Learn as much as you possibly can, find the essence, understand your audience and communicate the message in a clear, compelling way that lets your personality shine through.
To me, this is copywriting at its core – and that's as true when conveying the advantages of an indirect tire pressure monitoring system as when you're helping parents choose the right school for their kids. It's all about bridging the gap – whether that gap is one of knowledge, motivation, desire, or anything else.
Communication is a beautiful thing.
SOME OF THE BRANDS I'VE WORKED WITH...