work

What's copywriting anyway?

As a copywriter I don't just provide writing skills.  Often a project starts with the need for objectivity, clarity and structure before any words can be crafted. 

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Sometimes it starts with a blank piece of paper; at other times it's about editing what is already there. And copy rarely exists in isolation. The key is to start with the end goal, then make sure that the copy has a role to play and performs beautifully.