From dissecting the brief and delving into the strategy, to devising the concept and crafting each and every written word, I make sure I know the product, business or brand inside out.

Firstly I find out what it does, how it does it and what makes it stand out. Next, I search for something the audience can relate to and develop the idea to tell as a story.

Then I write compelling copy that makes people want to actually buy, use or engage with the product. And throughout, I maximise the medium's potential.

It could be via direct mail, email, web or social media. Maybe it's radio, press or outdoor. Or perhaps it's through promotional marketing, a brochure or point of sale.  

I've had experience working across all of these creative platforms and tailor what I write accordingly.