My Copywriting Work

Great copywriting comes from embodying the voice of an organisation, being inspired by the work's purpose, and making a meaningful, human connection with the audience. Whether I'm writing about the profound or the ridiculous, these are the principles that guide me.

Home-Start Worldwide

Writing for an international, multilingual audience, with a simplicity that never diminishes the message.

Finding the language to define an unconventional organisation and raise an unsung hero up into the spotlight.

Being a voice that contains multitudes - from fundraising and training, to strategy and digital events.

Cancer Research UK

Researching complex, world-class science and 'translating' it into clear, accessible and energising copy.

Writing with care and honesty about illness and grief.

Finding respectful and successful ways to ask for charitable donations.

Maggie's Cancer Centres

Finding sensitive and compassionate language to share the experiences of those living with cancer.

Doing justice to intangible, un-measurable benefits - relief, respite, friendship, joy and consolation.

Securing financial support in an appropriate and thoughtful way.

John Lewis & Partners

Creating energised and agile copy for a vast and diverse audience of employees.

Refining a brand voice that pivots seamlessly from the trivial to the practical - highlighting the value of even the most humdrum-seeming offer.

Writing characterful and distinctive copy that still fits perfectly with the wider company's communications.

Destination Africa Project

Helping a new and innovative programme to find its voice.

Addressing Ghana's painful past of slavery and colonialism with honesty, sensitivity and plain-speaking.

Galvanising hope and support for future transformation.

Fiction

Writing fiction is not writing copy.

However, nothing is quite like novel-writing for expanding your patience and perseverance, or for teaching you to honour a singular vision.

The imagination, eloquence and empathy you draw on to write fiction are invaluable in writing copy too. They are skills that lift my copy up from the competition.