In my career as a Chartered Accountant I often had to convey technical information to non-finance people, and it taught me the importance of tailoring my message to my audience. A good copywriter speaks the same language as their reader.

I also learned to analyse data to understand the ‘why’ behind the results. As a copywriter, I work with you to understand who your customers are and why they need you, so I can create content that lights them up.

Most importantly a brand needs to build trust. Unfortunately you can lose this as quickly as you can say the word typo. That’s why I am obsessed with getting the details right.