You spend your day doing what?
I’m always writing something, whether it’s an article for a client’s content strategy or the strategy itself. I’m often on the phone, interviewing a subject-matter expert or advising a client, meeting a partner agency to nut out the best approach to a new campaign, or reading research to find a nugget of content gold.
New briefs come in daily, so I’ll work with Katrina to make sure everything gets done on time, and check the quality of everything the team produces. And occasionally, I’ll run a workshop.
Your copywriting secret
Put yourself in the reader’s shoes first. Will they care about what you have to say? If the answer’s no, it’s probably not worth saying.
Your best work
I love sharing the insights of very smart people through our thought leadership content – from deep dive insight papers for Australia Post to reports for ADMA. Unfortunately I can’t simply repeat what they tell me – my challenge is to find an original angle that will resonate with our target reader, and connect the many different threads to tell a compelling story.
I also love working directly with our clients, giving them the tools to write with impact and purpose every single day. That might mean running a tone of voice, brand messaging or writing workshop – most recently for Catholic Super, Navitas and Allens.
When you’re not working…
If I’m not writing, I’m probably reading! Even if I’m walking to work I’ll listen to an audio book or podcast. I love making the most of every minute in the day – whether that’s an early morning boot camp in the local park, meeting friends for a glass (or two) of wine, or planning the next family adventure (most recently, sailing in Croatia.)