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
Two hundred words of pack copy can cost more than a two-thousand-word article, and should. The word count was never the product. Here is what the fee actually buys.
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The Questions to Ask Before You Hire a Copywriter
Every portfolio looks good; that is what portfolios are for. The real differences between copywriters only show up when you ask 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.
What Print Advertising Taught Me That Digital Forgot
I learnt copywriting when space cost money and nobody could scroll. Those constraints built habits that make digital copy sharper, and most of them are being unlearnt.
How Agencies Work with a Freelance Senior Copywriter
Overflow weeks, pitch crunches, and briefs that need grey hair: the four ways agencies actually use a freelance senior writer, and what makes the arrangement work.
What Makes a 30-Second TVC Script Work
A television commercial is not copy read aloud. It is a film on paper, and thirty seconds is less time than it sounds. Here is how a script earns its airtime.
Why Brands Still Need a Human Copywriter in an AI World
AI copywriting is average by design. A senior human copywriter gives your brand a distinct, recognisable voice that readers trust. Here is why the difference matters.
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.