Words are important, there’s no doubt about it.

There are hard-nosed reasons why we need to get it right.

I lose track of how many times people ask me to ‘work my magic’ on something – it isn’t about magic. It’s about thinking clearly and logically and understanding that the way we communicate has a direct effect on getting customers to trust us, do business with us, and use us rather than the competition.

Audience, purpose, message

The principles of good copywriting can be applied to any topic. But first you have to understand your audience, define your key messages – and decide what action you want your readers to take.

“Kate’s copy is fluent and straightforward. Complicated things become simple, dull stuff becomes interesting and you end up wanting to buy without ever having been sold to. But be warned: don’t get into an argument with her about apostrophes.” Rik Pipe, Digital Marketing Consultant 

Does your tone of voice reflect your organisation?

How do you come across? Stuffy, stiff, formal? Or is your language simple, clear, open, friendly, meaningful, unambiguous? The tone of voice you use speaks volumes about the kind of business you run. It gives your customers a good idea of what it’s like to deal with you, and how you’re going to look after them.

“Time and time again, Kate exceeds my expectations and always manages to turn my ramblings into absolute masterpieces. Her writing is just like her – clear, concise, creative, honest and to the point. She adds richness to words without adding waffle.” Tonya Bolton, Empowerment Specialist, Writer and Performer.

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