What drives me? The fact my words can change your fortunes. I'm a businesswoman and although I love writing and am a stickler for good grammar it's what great copywriting can achieve that really lights my fire.
My career began in PR; a brilliant grounding for learning to package, promote and sell. To tell a story. Few people’s attention is more difficult to attract than an editor receiving hundreds of press releases a week, so I learnt to communicate clearly, quickly and persuasively.
And it wasn't just press releases I was writing. There were technical articles, annual reports, case studies, award entries, newsletters, brochures, web pages, flyers and more.
I no longer do PR, but the skills I learnt continue to serve me well as a copywriter. Whether it's a sales letter, advert or video script I'm writing it's about telling a story your customers, or prospective customers, want to read, listen to or watch.
Because once someone's hooked into your story, that's when they're likely to become not just customers, but loyal customers.