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The way I approach telling brand stories is much the same way I approach writing features for newspapers and magazines – research, conversation, writing, a lot of pacing and staring out of the window, more writing, lots of cups of tea and then even more editing. Once this process has been repeated (ad nauseum) I find that what pops out is a stream of witty, factually and grammatically correct, trustworthy, engaging, informative and entertaining copy.

My main focus is always the same – to establish a connection with the reader/customer, something that’s only getting trickier in the whirling dervish of ever-updating content. My role as a brand storyteller and copywriter is to first work out the best way to make that connection and then produce the aforementioned witty, factually and grammatically correct, trustworthy, engaging, informative and entertaining copy.

Whether telling a story via newsletters, blogs, longform features, brochures, profile features, social media or digital campaigns I have previous experience with them all. And I always draw upon my journalism background to find the best tale to tell.