Occasional thoughts from behind the screen
I’m much happier behind the screen helping clients find their voice than positioning myself as a Very Important Thought Leader™.
But every now and then, I have something to say about copywriting, messaging, AI or brand strategy.
When I do, it lands here.
How do I explain what my business does?
There's a moment in almost every discovery workshop where someone sighs and says: 'We're actually very good at what we do. We just don't know how to explain it.' Usually followed by an awkward laugh. Because they know that sounds a bit crazy. After all, if you've...
Are you using AI to amplify good thinking, or avoid it?
Everyone’s talking about AI writing tools. (Me included) Some are excited. Others are panicking. Many are pumping out 47 blog posts a week and calling it a content strategy. I sit somewhere in the middle. I use AI regularly. For research, structure, brainstorming, and...
Get your brand positioning right. Then write.
This is something that’s come up repeatedly in client work lately. They’ve freshened up their homepage copy. Or tweaked their About page (again). Maybe they even hired a copywriter. And the words got better, the structure got cleaner, but something still sits a bit…...
ChatGPT for copywriting: Useful? Yes. But only after you’ve defined your brand voice
There's no shortage of people typing “ChatGPT for copywriting” into Google. Many people think using AI is a shortcut to better content. It certainly helps with quantity. But quality? That's another matter. Here’s my take: Yes, you can use ChatGPT for copywriting.But...
Brand voice examples: 4 ways the same business can sound completely different
Most businesses in the same industry offer roughly the same thing. Same services.Same audience.Same outcomes. So why is it that some feel instantly right, and others don't? The reason? It’s brand voice. Because brand voice isn’t just what you write. It’s how people...
Why developing your brand voice is like laying Easter Eggs
Like movie Easter eggs, brand voice works through repeated clues that make your brand recognisable... And now that businesses are creating content across more channels, with more contributors and more AI, those clues matter more than ever. I love this Easter...
Your AI writing tool isn’t the problem. Your brand clarity is.
You've tried AI for content. Maybe ChatGPT, maybe Claude, maybe whatever your colleague swore by last Tuesday. You typed in a prompt, hit generate and got something that was... fine. Technically correct. Structurally sound. And about as distinctive as a bowl of plain...
How to write a terrific tagline or marketing slogan for your business
Feel like you need a tagline to go with that nifty brand name or logo? Excellent call. A great tagline is compelling verbal shorthand for who you are and what you promise. It has the potential to unite all aspects of your brand around a single, powerful idea in a way...
How much does proofreading cost?
So, you’ve written a document, and it needs to be perfect. Trouble is, you’re now so close to it that you can’t see the wood for the trees. However good your writing is, when words represent your business or brand, you know that even one typo won’t reflect well. You...
How do copywriters write about unfamiliar topics? (Updated for 2026)
“My area is quite specialised, so I’m wondering how you can write about my business if you don’t know about my industry?” A prospective client asked me this question the other day and provided the inspiration for a blog post I thought would be useful. It’s a fair...
Prices for copywriting website pages
So, you’re searching for copywriting costs. You want a ballpark figure, a guestimate, an approximation just to get you started. (And you’ve probably found that most copywriting websites won’t give you one - frustrating, right?) I get it. You think copywriters want to...