Content is king. But it’s not enough to merely say the right things, or to say them with clarity. Good communication means saying them in the right way too. That means focusing on structure and strategy, style and tone, rhythm and pace. It means getting the messages right – and then making them stick by telling an engaging, compelling story.
Which is where a good corporate copywriter like me comes in.
I’ve been a writer all my working life, starting on a regional newspaper as a teenager before taking a degree in English and moving into mainstream advertising, which appeared to be more fun than journalism. It was. I worked for a number of agencies, first in Leicester and then in London, creating press ads, posters, TV and radio commercials for many different clients and winning a few awards along the way.
I went freelance in the 1980s because I wanted a better work/life balance for me and my family, which sounds a run-of-the-mill idea these days but was a truly outrageous concept back then. And I’ve been freelance ever since.