THE BIG PICTURE
So, you’ve landed here on my website (welcome!) and the chances are you’re thinking about seeking some support with written content for your business. With that in mind, I thought it would be helpful to tell you more about my background and how it has shaped the way I work as a freelance copywriter for e-commerce, fashion and lifestyle brands.
I’ve been freelancing since 2012, and before that I worked for more than a decade in the marketing departments of household-name retailers. I started straight out of university at Mothercare, then moved to Halfords, Bravissimo, Blacks and Millets in the eleven years that followed.
During that time, I worked on pretty much every aspect of marketing, from advertising and direct marketing to in-store displays and events. The range of products I marketed was equally vast: pushchairs, bikes, car parts, bras, swimwear, clothes, tents, walking boots, wellies … I could go on!
But, while the specifics varied hugely from role to role, they all had one thing in common: writing.
No matter the project, no matter the product, I was always writing copy. A headline for a press ad one day, product descriptions for a Christmas catalogue the next. And, whatever I was writing, it was essential that I had the big picture clear in my mind to ensure that my words played their part in meeting the business objectives. I needed to really understand the product details, the promotional strategy, the distribution channels and the visual look and feel of the marketing collateral. And of course, I needed to think about why our customers might be inspired to buy our product, and why they would want to buy it from us.
These experiences taught me many things. But the most significant thing I learned is that a piece of copy does not exist in a vacuum; it’s part of a wider ecosystem that surrounds the product or service. And it will never truly pull its weight if it’s written without an understanding of that ecosystem.
What does this mean for my clients? Well, my career path has not only made me a super-adaptable writer, it’s also highlighted how important it is that I understand my clients’ big picture. And that’s why, when we start working together, I’ll ask you a lot of questions about your business, your customers, your competitors and your aspirations. I’ll take the time to familiarise myself with your brand voice and get to know how it reflects your mission, values and personality before I write a single word for you.
And then I’ll deliver copy that ticks these all-important boxes:
✔ Telling your story
✔ Selling your product or service
✔ Inspiring your customers to buy from you
If you’re in need of powerful copy and you like the sound of my experience and approach, please get in touch – I’d love to hear from you.