Why work with me?

I’ve always been fascinated by how the same idea can land completely differently depending on how it’s told.

One sentence makes people scroll past.
Another makes them stop.

That was one of the things that led me into copywriting.

Over the past 10 years, I’ve written everything from long-form content and brand narratives to website copy, podcast scripts, and internal communications frameworks.

Along the way, I’ve helped organisations:

  • define their brand voice

  • translate complex ideas into simple messages

  • create content that people actually want to read

Some of that work has been within agencies, developing brand messaging and communications strategies for clients. Some of it came from building my own sustainability brand from scratch, where I grew a community around environmental storytelling.

What connects it all is a simple idea: good copy tells stories that inspire, educate and move people to action.

Let’s talk about AI

A lot of companies are leaning heavily on AI to write their copy right now, and I understand why. It’s fast, and it’s cheap.

But with so much AI-generated content out there, people are starting to crave something else: writing that actually sounds human.

You can spot it once you know what to look for. There are em dashes everywhere. Or maybe you’ve noticed the oddly polished paragraphs. The ‘‘it’s not this, it’s that’’ phrases that go something like:

“It’s not about selling products. It’s about building relationships.”

Technically speaking, it’s fine. But it also feels a bit empty, and when it’s scattered throughout websites and blogs, readers start to disconnect.

Good writing isn’t just about assembling sentences that sound correct; it’s about understanding the story you’re trying to tell, and why it matters.

That’s the part AI can’t really do. It can help organise ideas or get past a blank page. I sometimes use it for that myself. But when something important is being communicated, it should sound like a human wrote it.

The tone and the choices about what to emphasise and what to leave out, that’s something you need a real person to do.

Contact me

Interested in working together? Fill out your details and explain what you’re looking for. I will be in touch shortly.