But as a client, you don’t want just any words speaking for you. Your brand has an identity and a unique voice – not only can I help you find and hone it, but I’ll then put it on (a bit like a costume) so that everything I write for you, from SEO-optimised web content, blog posts and newsletters to conceptual copy for adverts, is consistent in its messaging. Whereas well-known authors are identifiable via their writing styles, the best copywriters are invisible. Perhaps that’s where the term ghostwriting came from – when copywriting is done well, your audience will never know you didn’t do it.
Having said that, we’re not actually ghosts but humans, so we do each have our individual areas of expertise. With an international and academic background, my forte is taking complex ideas, distilling them and presenting them in an approachable way. While I can don a formal, professional or even scientific tone, my default is a relaxed and engaging style that many clients find suits their brand’s tone of voice. I can even throw some humour in there to liven things up if you like – I’m also really good at dropping inexcusable puns!