I’ve been writing professionally for around forty years – for marketing, magazines and books.

I’ve been putting words to work for over thirty years, writing everything from advertisements to books.

From advertisements to videos

Words are at the heart of almost every marketing medium – even infographics. I create concepts and write copy for everything marketing, including advertisements, advertorials, annual reports, articles, brochures, case studies, e-mailers, infographics, leaflets, newsletters, press releases, social media content, videos, white papers – and more.

Communication based on understanding

To write effective copy, I need to understand my clients. I spend time really getting to understand what my clients do; how they operate; what they offer – their services, markets, culture, customers and competition. When I write, I write for them. When their customers visit their website, or read their brochure, our words don’t just inform – they connect.

Writing the book on publicity

Co-written with the managing editor of a specialist newswire, Is It News? is available in print and on Kindle. It’s our detailed, in-depth guide for anyone tasked with writing press releases – whether a publicity professional, marketer or small-business owner. Based on the authors’ combined sixty years’ experience, Is It News? tackles the subject in rare depth – providing a comprehensive, practical, logical and understandable framework for dependable publicity success.

Proven website copywriting experience

I’ve been writing copy for websites since 1996, primarily for business-to-business organisations, often in the services sector. I have both a solid understanding of how website visitors interact with Web pages, and of how search engines work – enabling us to balance clarity of communications with search-engine friendliness. Website copywriting projects are planned and researched carefully, using tools such as Google Analytics, Google Trends, Google Search Console and Keyword Planner to develop an objective picture of the most useful language, phrases and keywords for your website.

It’s all about finding the story

Words don’t truly resonate unless they tell a great story. Stories are something with which we connect from a very young age and they remain powerful throughout our lives. In content marketing terms, this means setting aside the blatant hard sell and concentrating on making your message relevant to the reader by structuring it as a story – with plot, characters, challenge, consequences, direction and outcomes. These things give the copy meaning and pull readers (or viewers, if it’s a video) through from beginning to end. They create something that’s more memorable, more interesting and far more entertaining.