Writing for The Ethicalist: Green Banking

March 11th 2025

When I launched this blog in January, I explained how I wanted to add articles and snippets from my archive so I can have them in one place. 

As a sustainability writer and someone passionate about keeping my carbon footprint down, I often find myself questioning the small actions that add up in our daily efforts to be more eco-friendly. We dutifully switch to electric vehicles, separate our plastics, and live by the principles of reducing, reusing, and recycling. But as I started thinking more about the bigger picture, I realised that there’s something I might have overlooked: my financial choices.

That's when I decided to do a deep dive into the concept of "green banking" and how it fits into our environmental efforts. We may pride ourselves on being eco-conscious, but when was the last time we thought about where our money is going? Are we investing in oil giants or auto manufacturers that perpetuate environmental harm? Or are we choosing banks that prioritise corporate social responsibility (CSR) and sustainable initiatives?

The article I wrote, How Green is Your Bank? for The Ethicalist explores these questions in-depth, particularly from the UAE perspective, where green banking is starting to take root. I also looked at international institutions such as Investec, Metro Bank, and the Co-operative Bank in the UK, all of which are making excellent strides in the green banking space. These banks are leading the way by integrating sustainable policies into their operations and offering eco-friendly investment options.

The goal here isn’t to make you feel guilty about your financial choices, but to open up a conversation about how we can all align our investments with our environmental values. After all, every action counts, and even the smallest shift in where we place our trust (and our money) can have a meaningful impact.

If you're curious to learn more about how you can take your green lifestyle beyond the recycling bin, take a look at the full article. You'll see how even the smallest steps in rethinking your bank and investments can contribute to a more sustainable future.

Let’s keep the conversation going. How green is your bank?

If you’d like to read the article, you’ll find it here: How Green Is Your Bank? - The Ethicalist

And if you have any topics you’d like me to cover, I’d love to hear from you.

I write about sustainability for a variety of clients and UK publications. If you’d like to commission a series of articles, please get in touch.

Podcast with copywriting tips: The Entrepreneurial Success with Henriette Danel

March 4th 2025

At the end of 2023 when setting new objectives for my business I decided I wanted to appear on more podcasts. With that aim in mind, I joined a podcasting mastermind group, aptly named ‘The Podcast Connector’ and began working on my skills as an interviewee.

Thanks to Debra Levitt, I have brushed up my bios, gained superb insights from the expert guests that she’s invited onto our sessions and made several podcast appearances.

The most recent of these was with Henriette Danel, a business coach who works specifically with female entrepreneurs. As well as her own fascinating background and work, she hosts a brilliant podcast directed at entrepreneurs, and it has a ton of helpful information for anyone starting a business from managing accounts to scaling and even our confidence and healing.

Watch / listen below:

The episode I guest on is called ‘How to Boost Your Copywriting on Your Website’, where I share copywriting tips to help small business owners who may not be getting the results they want from their website. I have heard about this struggle many times over the past decade and I genuinely love helping SMEs ‘find the right words’ so this was a great place to share some of my knowledge.

Some key points I cover on this podcast:

• What major mistakes most small business owners make with their copy
• Developing your tone of voice
• Injecting personality – give them unexpected

I spend so much time sitting at my desk writing that it’s good to exercise my voice once in a while! And by talking about something I do every day, I got to share my copywriting expertise with an audience that it can truly help.

Thanks to Henriette for being such an accommodating host.

I’m a native English-speaking copywriter with over 12 years’ experience. I’ve written for SMEs in UK, Australia, UAE and India.  If you’d like me to discuss copywriting on your podcast, get in touch.

Copywriting for Näama Beach Villas & Spa in Fujairah -Retainer Client

February 25th 2025

Fujairah was the first emirate I visited outside Dubai when I moved there in 2004. I had arrived (in the country) to waitress in the Irish Village, a step down from a front office management job in an Irish hotel, but with the prospect of immersing in a culture wildly different to my own. Six weeks in, I was just getting used to Dubai’s dazzling lights (and mad nights!) and didn’t know much of the landscape beyond its borders.

Then one of my supervisors arranged a snorkelling trip to Al Aqah beach, and I was introduced to the mountains and untouched sands of Fujairah. The Hajar Mountains and the otherworldly feeling of the highways curving through the canyons. When I was 14, we’d travelled as a family to Lanzarote, and I was enthralled by the volcanic landscape. Fujairah slightly reminded me of that, and I knew instantly that I would keep returning to discover more of the magic in its rugged crags.

A Fujairah of Firsts

It was in Fujairah that I first snorkelled properly, floating on the waters with Snoopy Island looming above. I felt both amazed and slightly out of my depth—literally. That wonder quickly turned to mild panic when I spotted a reef shark. When I saw those teeth, I figured for sure I was ‘lunch’, and I made a hilariously ungraceful scramble back to the sandbank.

That was just one of many trips over the years. I returned for weekend getaways, for friends’ birthdays, with different boyfriends at different stages of life. Fujairah became my go-to getaway, a place that always felt like a little secret despite being just a couple of hours on the truck road (IYKYK) from Dubai.

When I was contacted in early 2024 to write for a new luxury villa resort in Fujairah, on that very stretch of coastline that I had visited over the years, I was quietly buoyant. Luxury hospitality copy has developed into a passion for me, and I’m always on the lookout for properties that differentiate themselves.

Getting a new retainer is a great feeling professionally, but this was a place I could celebrate and put my soul into the writing.

Putting Poetry into Hospitality

Of the hotels and resorts along Al Aqah Beach, Näama Beach Villas & Spa isn’t typical. It has some of the most expansive holiday villas, not only in the emirate, but the country, and each one has its own private pool. There are dedicated butlers for each one, and meals can be served any time on your private terrace. In a country that is known for its luxury hospitality, Näama is resoundingly top tier.

For the copy, I was delighted to learn that I could lean into poetry rather than the dynamic, short copy that has become the preserve of luxury hospitality over the past few years. The brief called for evocative yet undramatic, whispers rather than symphonies. A quiet elegance.

Since starting the contract a year ago, I’ve worked on:

• The new website copy
• Brochure
• Factsheet
• Newsletters
• Social Media
• Direct email campaign
• Reel captions

The creative freedom has been a joy. Luxury hospitality writing often follows a set formula, but here, the language is more fluid, more expressive. I get to paint pictures with words, to capture the feeling of being in a place rather than just listing its features.

Is it ok to say I like my own copy? Because every so often I do! And the tone here allowed me to create some phrases that I’m fond of.

Phrases like “a sanctuary for those seeking the sublime” and “a decadent dance of globally inspired dishes” still give me a tingle. They set the tone for what Näama offers and demonstrate that spending time choosing your words pays off.

Crafting Copy For a Favourite Destination

It’s exciting to wake up every morning and write about places that people dream of going on holiday. To draw them into that luxurious world where they can leave the world behind. For Näama Beach Villas & Spa, I know exactly what that world looks like and how a resort like this actually elevates the experience at Al Aqah.

It’s a place I already loved, now brought to life in a way that resonates deeply. My job is inspiring more people to discover that incredible part of the UAE and I know that once they’ve visited once, they’ll be returning to Näama again and again, for the privacy, the spa and true luxury living in awe-inspiring surroundings.

I’ve written for luxury hospitality projects in UAE, Vietnam and Zambia. If you need a
copywriter for a luxury hotel project in 2025 or beyond, please get in touch.

The Big AI Question (or ‘is your job as a copywriter in danger?’)

February 18th 2025

In the past two weeks, I’ve had more face-to-face meetings that I’ve had in the past year. Grabbing a mint tea with ongoing clients, reconnecting with marketing managers I’ve worked with in the past, having a meet and greet with an entire agency staff; it’s been truly fulfilling getting out amongst people again, even though I’m the first to admit that I’m one of those copywriters that prefers to write in total peace from my comfy home office. 

But face-to-face meetings are far better for conversations. Who knows where it’s going to go? From talking rugby to tips on Venice, when it’s in person the dialogue flows more freely and deepens the connection. With many of my clients, we’re simply pinging emails back and forth – a brief, a question, the completed work – we offer pleasantries but we don’t start conversations about our day, or what we did at the weekend. The digital age has removed the need for small talk.

What came up most in relation to my role as a copywriter? How AI is affecting my work. It’s unsurprising really, this has been a hot topic for a couple of years now, though it was the first time my clients had actually asked me, and apart from my answers to them, I thought I’d address it here.

The robots aren’t taking over. At least not yet. Like most copywriters, I can spot AI copy from a distance of over 100 metres, and I imagine it’s even become pretty recognisable to those who aren’t writing copy every day. It’s everywhere and it’s dull.

“In the realm of…”

“Elevate your…”

“It’s not just a (insert word), it’s a testament to (insert phrase)”

I’ve actually stopped liking some of my contact’s posts on LinkedIn if they’re obviously AI-written. And I’ve stopped using certain words, i.e. “seamless”. Interestingly, I’ve been asked to use more em-dashes by one client, which would probably make some of my fellow writers raise their heavily furrowed brows.

I get it, you can speed up lots of tasks using AI, particularly blogs and social media. But you’re absolutely wasting your time if you are not rewriting what they spit out. You need to refine your prompts continuously, and you need to edit what it provides. OR, you just sound like everyone else. And that is brain-achingly boring.

But people will continue to use it until they lose traction with it. And here’s the thing – most big brands already know this. Nike aren’t firing their agency to let an LLM do their copywriting. Samsung aren’t asking AI to come up with a new tagline. Real creatives are still in charge – because they bring that unique human element, and guess what? Other humans respond!

2) Privacy

As a self-employed copywriter and business owner, I sign many NDA’s (non-disclosure agreements). This means that often I can’t share what I’m working on or who it is for. I’ve never had a problem with this. In turn, the contracts that I provide include a privacy clause – I pledge to keep client’s information confidential. I ask if I can share certain items in my own marketing materials from time to time, however I respect their right to refuse.

LLMs are capable of processing huge amounts of data, and they excel at memorising. If you’re inputting your brand details into an LLM, they could be learning or training on any word or sentence you’ve entered. Maybe that doesn’t concern you? Consider how you’d feel if your bank details were hacked. While most people are using AI harmlessly, there will be some with nefarious intentions – I’m not sharing client information (whether that’s numbers, taglines or anything else) with any platform where it doesn’t explicitly offer protection for that data. While I added a clause about AI to my contracts without being prompted, several smaller business owners have commented on it and thanked me, explaining that they hadn’t really thought about the implications.

I can’t say AI is affecting me much – it’s not speeding up my work, I already work quite quickly as any current or former client can tell you. However, my concerns with it aren’t a pushback against its speed or competition for low-level copy, they’re centred around its effects on the environment and staying safe in a digital world. It’s an ongoing discussion and I welcome anyone who can offer insights into how it will improve over the next few years.

I’m a UK-based senior copywriter working with international brands from Durban to Dubai. If you need help finding the right words without AI, please get in touch.

From Burj Khalifa to Business Cards: My Work-Play Balance in
Dubai

February 11th 2025

Almost a decade of my life was spent living in Dubai, and every time I come back, it feels like a whirlwind reunion with an old friend who’s always reinventing themselves. New roads appear – or sometimes just new road names! – new skyscrapers pop up, but those familiar landmarks that have shaped the city’s identity remain steadfast. I’ve seen this city grow and transform in ways that are hard to imagine unless you’ve lived it.

I was here for the opening of the Dubai Metro that connected a sprawling city like never before. I had dinner by the Dubai Fountain as fireworks filled the sky over the world’s tallest building Burj Khalifa when it opened to the public in early 2010. I celebrated with the rest of Dubai when the city won the Expo 2020 bid, a crowning achievement that, when it came to fruition, dazzled
millions of visitors from every part of the globe. Each visit now, I see the fruits of that unrelenting ambition. Dubai is a city that never pauses. It innovates, it dazzles, and it always surprises.

As a self-employed copywriter and business owner, Dubai has always been a playground for opportunities. Since arriving, I’ve packed in 10 business meetings – with two more tentatively pencilled in. Each meeting brings something different: brainstorming ideas for a hospitality brand, discussing copy for luxury properties, or just sitting down to explore potential collaborations. And honestly, no matter how many times I’ve been here, I’m always taken aback by how open and eager people are to connect. 

That said, packing this much into a work trip isn’t without its challenges. Over the years, I’ve made so many incredible friends here but catching up with them all feels almost impossible when work takes centre stage. As much as I’d love to say yes to every coffee, dinner, brunch or beach meet-up, I have to remind myself that my business comes first – and my social life sometimes has to wait. It’s a delicate balance, but it’s all part of being your own boss.

Dubai, for me, is a mix of nostalgia and newness. On one hand, I revisit places I know like the back of my hand – the old souks, JLT, even Karama with its hawker’s charm. On the other, I get to experience the city’s constant evolution. I’ve already spotted a few new developments I want to explore (time permitting!) and added a couple of new restaurants to my ever-growing must-try list.

Are Brands Speaking in Code? How Acronyms Have Become More Acceptable in Copy

February 4th 2025

We’re constantly communicating – talking, texting, posting, emailing, commenting. If you work as a copywriter, or in marketing, all that communicating is amplified. And while tech has changed some of ‘how’ we communicate, it has also altered how we write.

We used to be more formal. Longer words and longer form were the norm. Now, we’re competing for short attention spans, so it’s understandable that everything has become shorter. Punchier. Some might say… neater.

Abbreviations, acronyms and even entirely made-up words are part of our everyday speech. Smart brands are on trend, and they’ve run alongside to grab their place on that bandwagon.

The Rise of the Acronym Age

There was a time when acronyms were reserved for government agencies, military operations, and the occasional corporate monolith (think NASA, FBI, or HSBC). But now They’re everywhere.

If you don’t think you use them, think about the following:

POV: Maybe I spend too much time with people in marketing, but I hear POV thrown around regularly in meetings. Its meaning? Point of view. You need your audience’s POV to create relatable content.

FOMO (fear of missing out): I like to say I’ve grown out of this, but we’ve all succumbed to it at some point. Brands are particularly good at employing this to MAKE YOU BUY. In your 20s, it may have been a particular type of trainers, in 2023 everyone wanted an air-fryer (for FOMO) and now it’s a meat thermometer!

NSFW (not safe for work): It took me a few years to work this one out (but that was around a decade ago). Traditionally used as a warning not to open something that might be a little titillating or inappropriate at work, brands are now using it to cleverly capture their audience’s curiosity by hinting at surprising or unconventional content. I would advise them to use it sparingly!

Brands don’t just use acronyms, they are acronyms. Take ASOS (As Seen On Screen) or H&M (Hennes & Mauritz). Did you know that TAG Heuer stands for Techniques d'Avant Garde? Or that IKEA comes from founder Ingvar Kamprad’s initials, plus his hometown, Elmtaryd Agunnaryd?

It’s no longer just about shortening long names. Acronyms are a branding tool. They’re snappier. More memorable. And in a world where people skim, scroll, and scan rather than read, that matters.

Why Are Brands Doing It?

A few reasons:
1. Speed & Simplicity – We’re all short on time. Why say Kentucky Fried Chicken when KFC will do? Why spell out British Broadcasting Corporation when BBC is universally understood?

2. Digital Culture – Social media has changed how we communicate. We’ve been conditioned by character limits and quickfire messaging. Acronyms like LOL, FOMO, and DM aren’t just internet slang anymore—they’re nuggets for the marketing team to use.

3. Brand Identity – Acronyms create intrigue. They make brands feel established, even when they’re new. Think of HBO (Home Box Office) or NARS (named after founder François Nars). Would those names feel as sleek if they weren’t condensed?

Would This Have Happened 20 Years Ago?

Unlikely. Back then, formality still ruled. Businesses wanted their full names displayed proudly. Even those that did use acronyms, such as IBM or BMW, had been around for decades. It wasn’t a trend; it was a practicality.

But now, it’s become commonplace. Even brands that didn’t start as acronyms have rebranded to use them. Remember Weight Watchers? It’s now WW. Dunkin’ Donuts? Just Dunkin’.

And in some cases, brands are turning acronyms into entire marketing campaigns. Just look at L’Oréal’s “Y.O.U. (You Own the Universe)” campaign. It’s catchy. It’s memorable. It works.

Will We Ever Go Back?

I doubt it. The wonderful thing about language is that it evolves—it’s a living entity that twists and turns, rises and falls, adapting to the voices of the people. Branding then follows.

Acronyms are here to stay, and as attention spans shrink, brands will keep finding ways to make things shorter, sharper, and more digestible.

So, next time you spot an acronym on a billboard, a logo, or a social post, just remember: we’re all speaking in code now. And brands? They’ve cracked it.

If you want to apply TLDR to this article, brands use acronyms and abbreviations because they’re reflecting everyday parlance!

I’m a Manchester-based copywriter with over 13 year’s experience. If you’d like to come up with a smart acronym for your business or need help finding the right words for your website, please get in touch.

Writing for The Ethicalist: How War Affects the Environment

January 28th 2025

As well as writing website copy and social content, I also write articles for a variety of online and offline publications. It’s a totally different approach than writing copy, but it gives me the opportunity to present my research in a different way and explore topics that I’m particularly interested in.

Climate change… the climate crisis… eco-influencers – these are all hot topics over the past few years. However, sustainability and protecting the planet have been high on my agenda for years. Ask my partner about my commitment to recycling/reusing/repurposing – when I last moved house, he was bewildered about how I had to make sure EVERY LITTLE THING was given a good home or disposed of in the greenest way possible. Although I believe there should be more sanctions on companies that are the biggest polluters, it doesn’t mean I will curb my own drive to consume less and live sustainably.

Since I began submitting to The Ethicalist, a UAE-based platform and guide to ethical living, I’ve had the opportunity to delve deeper into these issues and others that I think might interest people on a similar path. It also leads me down all sort of internet wormholes and has brought me to interview founders of agricultural initiatives in sub-Saharan Africa and psychologists about climate anxiety.

The Ethicalist has published several of my articles over the past seven years. In 2023, they launched their print edition, and I was lucky enough to land the centre spread, “All Eyes on Dubai for COP 28”. That edition also featured another article of mine on climate change and my writing has appeared in several of their issues since.

Since I want ‘This Week’s Story’ to act as a personal archive for my writing as well as offer readers a glimpse into the different types of work I do, I’m going to be sharing some of my pieces that have appeared elsewhere.

This week, I’ve chosen an article about how armed conflicts and their aftermath has a resounding impact on the Earth. This means that even those who survive live on scorched land, forever reaping the unjust effects of a war they haven’t chosen. When researching this, I discovered some jaw-dropping facts, such as the fact that the U.S. Military’s entire carbon footprint is excluded from inclusion in the Paris Agreement. Entire habitats and ecosystems become casualties of war with no say from the animals, insects, plants and trees that lived there. And the effects stretch far further than just the countries where battles take place – as we all discovered when sunflower oil became a scarce commodity after Russia invaded Ukraine in February 2022.

It's not the cheeriest article (some are much lighter), but in light of recent events, I believe this is the one to share.

If you’d like to read the article, you’ll find it here: Ecocide: The Environmental Impact Of War - The Ethicalist.

And if you have any topics you’d like me to cover, I’d love to hear from you.

I write articles on topics from landscape gardening and property to green banking for a variety of clients and publications from UK to Thailand. If you’d like to commission a series of articles, please get in touch.

Recent hospitality copywriting project: Anantara Stanley & Livingstone Victoria Falls Hotel 

January 21st 2025

Nine years ago (this week!) I signed a contract at Minor Hotels headquarters in Bangkok to become a freelance copywriter with the company. Although I was proud at the time, I had zero idea how fruitful this collaboration would prove to be. They are now my longest-standing client.

That piece of paper has given me the opportunity to write for hotels from Cambodia to Zambia, crafting all kinds of copy from:

• Web offers
• Direct email campaigns
• Digital screen content
• Social media posts
• Brochures
• Fact sheets
• Unique events from olive harvest festivals in the mountains to gourmet festivals in one of South East Asia’s best known cities

When I was approached to write the website copy for Anantara Stanley & Livingstone Hotel, I set about educating myself on the surroundings, the offering and the distinctive elements that set it apart from the other hotels in the area. 

Situated on the edge of the private Victoria Falls Game Reserve, this all-suite property offers something truly special: the rare opportunity to witness majestic wildlife, such as sable antelope, eland, zebras, giraffes, and even the critically endangered black rhino. Combine this with its proximity to the iconic Victoria Falls, one of the Seven Natural Wonders of the World, and it was clear this property demanded a narrative as extraordinary as its setting.

The Challenge

The project wasn’t without its complexities. Previously managed by another brand, the property was transitioning to become part of the Anantara family. Three months ahead of the transition date, Mabel, who oversees marketing for Minor Hotels in Zimbabwe, reached out to me to begin working on the website. Through my copy I had to redefine the identity of the hotel with the ethos of Anantara’s heartfelt hospitality. 

To add another facet to consider, the hotel is located near The Royal Livingstone Hotel Victoria Falls by Anantara, just over the border in Zambia, on the banks of the famous waterfall. Differentiating the two properties was essential, as both cater to guests exploring similar landscapes but offer distinct experiences.

Creating the Vision

With every Anantara hotel, the storytelling begins with a deep connection to its destination. For Anantara Stanley & Livingstone, the focus was clear: the private game reserve, the wildlife encounters, and the overarching sense of intimacy that comes with an all-suite property.

To encapsulate its unique identity, I developed the tagline "Safari Splendour in Victoria Falls." This simple yet evocative line weaved together the property’s safari adventures, luxurious offerings, and close proximity to the legendary Falls. It also stayed on-brand for Anantara, aligning with the brand’s reputation for combining contemporary luxury with a profound respect for the heritage and environment of a property’s location.

PHOTO CREDIT: Photo by Magda Ehlers

Weaving the wonders of Zimbabwe into the copy 

Guests who book an Anantara hotel are seeking a luxurious experience, but they also want to be in close proximity to amazing experiences, whether that’s in a city, on an island, or in this case – the untouched wilds of Zimbabwe.

Anantara Stanley & Livingstone Hotel overlooks a watering hole, where zebras, giraffes, and other animals gather to drink, offering a front-row seat to the rhythms of the African wilderness. This unique setting inspired my writing for every section.

I worked to ensure that each page of the website would transport potential guests to the property. From the Accommodation pages highlighting the elegant suites that blend African craftsmanship (such as the traditional thatched roofs) with modern comforts, to the Dining pages that celebrate local game and memorable moments like alfresco afternoon tea watching the wildlife wander their natural habitat, I wanted every word to act as the ideal accompaniment to the stunning photography of the property and its surroundings.

The Experiences section delved into the incredible and unique encounters on offer: guided safaris into the game reserve, encounters with black rhinos, and curated excursions to Victoria Falls. Each experience was carefully described to ignite wanderlust while emphasising the hotel’s focus on luxury and authenticity.

A Seamless Process

Because I’ve worked with Anantara on many projects, I’ve developed a deep understanding of their tone of voice and values. This familiarity streamlined the process, with minimal back-and-forth required. For this project, I wrote pages for:

• Overview (home page)
• Accommodation
• Dining
• Leisure
• Spa & Wellness
• Weddings
• Sustainability

Each section required hundreds of words, where I chose and discarded words until I found the right ones for this new Anantara property. 

Every detail of the property reflects a sense of place, from the locally inspired interiors to the thoughtful nods to the surrounding environment. It was my job to articulate this, ensuring potential guests could picture themselves immersed in this safari haven.

The Result

The result is a cohesive narrative that not only positions Anantara Stanley & Livingstone Hotel as a luxury destination in Victoria Falls but also celebrates how enchanting it is, both within and outside the property. By balancing the hotels safari charm with Anantara’s signature blend of luxury and cultural immersion, I created copy that resonates with the target audience while staying true to the brand voice.

Every time I face a new project; I aim to write copy that inspires. I appreciate being a tiny cog in the wheel that starts an unforgettable journey for each guest.

I’ve written about hotels in Zimbabwe, Cambodia and China. If you need a copywriter for a luxury hotel project in 2025, please get in touch.

How to Write For Your Customer

January 14th 2025

Clients for ‘Clarify Your Copy’ (which has replaced the 90-minute live web
polish) come to me because their website/blog isn’t performing well, but they
aren’t sure why.

You put a lot of thought into your copy – you probably spent more time on it
than you wanted to!

And I spot a regularly-made mistake – probably without realising, you are
treating your audience like a sea of faces, not an individual. For instance:
“Many of you have asked me about buying images for your main business
premises…”

Now I get it – you are writing for a bunch of people, but you shouldn’t treat it
like you’re pinging out this post to a list from your database. You can ‘feel’ it
immediately if you’re just one of the crowd and this type of writing kills the
connection with your reader.

I prefer to be direct – “If you’re interested in buying images…”

Or to write more neutrally, which allows the reader to decide if they are in that
group, “Some readers have …”

Visualising the ‘real’ customer

Call them Mike, Amelie, Jacky or Sam, whatever you think sounds like your
customer.

For the purposes of this article, let’s call them ‘Alex’.

Alex is interested in your products/services but doesn’t make impulsive
purchases. They prefer to be careful about spending their hard-earned,
however they are pleased when they have invested in a quality service or
product. They like getting their money’s worth.

When it comes to writing for ‘Alex’ you need to keep their picture in your
mind. Imagine you are speaking directly to them – that they are standing in
front of your desk as you pitch them your valued product or service.

• How will Alex react?
• What would Alex actually find helpful?
• What else is grabbing their focus right now?

Now consider where they might be reading your message – is it over lunch at
their desk? Scrolling through in a queue for coffee? Or planning a trip while
they keep half an eye on the latest episode of ‘The Traitors’ (which sounds
rather like me, to be honest).

Why this approach to writing copy works

It’s 2025, Alex is BUSY, and you understand that, so you won’t spend time
explaining about yourself…

While you have their attention, you will:
- Show them the value
- Focus on the benefits for them
- Explain what they have to do clearly
- Not try to sound clever
- Keep it simple
- Home in on Alex’s needs – staying clear

When you write for Alex – directly to them – you won’t lose their attention. It
seems simple, and once you’ve nailed it, it is. Come back to the questions
(about who they are? Where are they in the buying journey? And what’s
important?) regularly to stay on track.

I’ve been writing copy and content for over 13 years with clients in UK,
Australia, UAE and USA. If you’d like to soup up your blog or need help finding
the right words for your website, please get in touch.

Finding the Right Words for 2025

January 7th 2025

It’s 2025 and all the world’s a page.

After years and years (almost 13 to be precise) I decided that it was time to launch my own blog! I’ve had it on the planning board for longer than I’d like to admit, but for those of you know me, I tend to prioritise my client work instead. After helping some of my clients rank on the first page of Google search results with their blogs, I decided I should apply my skills to my own business.

Why here? It’s my website and I get to do what I like with it. Anyone in marketing knows that a blog is an effective way to drive traffic to your website, but also it gives prospective clients an insight into my process, my musings and hopefully makes them want to collaborate with me. It also lets them know if we’re not a good fit, and that’s absolutely fine. I’m not everyone’s cup of Barry’s (tea) and I like to think I’m more like a spiced rum and ginger on a chilly day – a little indulgent with a nice zingy aftertaste. 

Building a collaborative

I’ve never been a fan of hierarchies so I’m not going to be ‘the boss’ however I will manage whole projects, allowing my clients to have a ‘one-stop shop’ and point of contact and allowing the amazing creatives I know to get on with the projects they love. Basically, it means an easier process for everyone involved and will lead to better outcomes for clients! Eventually you will see a brand spanking new website for the collaborative with a swish name and beautiful branding, but as we work on that ‘behind the scenes’ you can read my musings here.

That’s the big news. I’m calling the blog ‘This Week’s Story’ and that might be recent case studies of projects, telling a tale about the little old lady I met outside M&S earlier, or sharing useful tips on copywriting. I’m also open to any requests for posts that you may like – comment or send me a DM on what you’d like to see on the blog, and I’ll be happy to answer questions in a post.

I will also invite guest experts to write blogs on their chosen topic, providing readers with valuable information on digital marketing and websites.

I hope your 2025 began in a way that was perfect for you, and I’d love to hear about any of your exciting plans for this year. 

May your path be easy underfoot for the rest of the year and I hope any challenges bring the best results.

Thanks for reading!

I’ve been a professional content and copywriter for over a decade with clients across a variety of industries including legal, hospitality, luxury retail and beauty. If you’d like to learn more, please book a disco call.