Updates. Ideas. Rants. Techniques. Opinions. Blog.
Performance isn’t an extra: what your freelance copywriter should be giving you as standard
Recently, I heard from a freelance copywriter who had flubbed a pitch. This is someone with decades of knowledge and experience, missing out on a huge opportunity because they didn't address what the client was really looking for. And it's easy to see why.
High-impact guidelines: do you really need a tone of voice agency?
Crafting your brand’s tone of voice is something you need to get right. It’s something that helps you stand out, gets readers excited, and makes sure you’re living your values and personality as a brand (not just hiding them in a dark corner of your website).
How to find the right freelance copywriter in 2026
Whether you’re part of an agency, leading a big brand, or starting your journey as a startup, a great freelance copywriter has the potential to change everything.
Sharing everything I know about tone of voice
I think tone of voice projects might be my favourite thing to work on. They’re a chance to leave a mark on a brand, creating a way of communicating that stands out and captures attention. And they’re an opportunity to build something that affects every piece of collateral for years to come. Or, rather, they should be.
Why fast first drafts are the answer to bad copywriting briefs
Every now and then, I see a copywriter venting their frustration about bad briefs. I understand why. What most clients don’t quite understand is the deep unease that comes from a lack of useful information or direction. I’ve written before about the real skill of a copywriter—to take masses of information, thousands of potential data points, and distil them into just a few key ideas.
The unsubtle art of caring too much
I’m going to murder the designer. Not in cold blood, but in a hot, sweaty rage that won’t be fed until he ceases to exist. Alright, I’ll probably just send him an email instead. But I can already tell you it’ll be passive aggressive. That’ll teach him to leave the trailing full stop off the end of the headline.
What great copywriting is really about (it’s not writing)
A friend of mine is a teacher and she just finished writing a load of reports. She bemoans the fact she’s not a writer, but that’s wrong, isn’t it? She wrote them. She’s a writer.
How I write copy (or: why I’m not like the other guys)
If you read the headline and immediately saw that I was referencing the Thriller video, we belong together. If not, you might be wondering what makes the way I do stuff different to the next copywriter.
Why copywriters actually end up writing jargon (and what to do about it)
The only thing more cliché than using the word ‘solution’ in your copy is writing a hot take post that arbitrarily lists words copywriters should never use.
High-performing copy is a journey (that AI doesn’t know how to take)
I really don’t want to become one of those people bemoaning the advent of generative AI. It’s here. It’s okay. And if you just want to blast out content on a huge scale, you should be using it.
