Copywriting
The craft of writing for brands: how to brief a copywriter, why a human still does it better, and what makes a voice recognisable.
What You're Actually Paying For When You Buy Copywriting
What you pay for when you buy copywriting: why 200 words of pack copy can cost more than a 2,000-word article. The word count was never the product.
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The Questions to Ask Before You Hire a Copywriter
The questions to ask before you hire a copywriter. Every portfolio looks good; the real differences show up in the questions most buyers never ask.
The Words on Your Pack Work Harder Than Your Ads
Packaging copy is read at arm's length, in seconds, at the exact moment of decision, and it is usually the last thing anyone briefs. That is backwards.
How to Tell If Your Copy Is Working
Most brands judge their copy by feel, or by committee. There are better tests, most of them free, and none of them require an analytics dashboard to run.
How Agencies Work with a Freelance Senior Copywriter
How agencies work with a freelance senior copywriter: overflow weeks, pitch crunches and briefs that need grey hair, and what makes the arrangement work.
Why Brands Still Need a Human Copywriter in an AI World
Why brands still need a human copywriter: AI copywriting is average by design, and a senior writer gives your brand a distinct voice readers trust.
How to Brief a Copywriter: A Practical Guide for Clients
A good brief doesn't guarantee good copy. But a bad brief almost guarantees wasted time, revision rounds, and frustration on both sides.