Arouse interest, win business.

I specialise in simplifying complex/esoteric subject matter into prose that is enjoyable to read and easy to understand.

This is because I believe that in order to arouse genuine interest, copy should be equally as pleasurable to take in as it is informative.

The ability to assimilate the cultural parlance of a target audience into promotional copy is an important - but often overlooked - factor in the generation of interest and procurement of business; especially when communicating to a niche market. So, I always aim to maximise the impact of my clients' message by utilising a style of language - along with tone and pacing - that is engaging and familiar to their targeted market.

"Alex quickly developed an understanding of our business and the culture behind what we do, both in an operational sense and with our social endeavours. His copy was always on point and perfect for its target audience.”

While I respect the intelligence of those who read my copy, I never assume that they are experts on the subject. If the target audience is the general public, I opt for a balanced approach which involves imparting the necessary technical information while acknowledging that some of the jargon may be meaningless and confusing to the layperson... After all, language is a means of communication!
The volume of PR and copy visible in the professional environment that contains erroneous grammar, clumsy sentences or highfalutin language is alarming to me. I believe the latter to be the chief culprit for alienating a potential audience.

“The copy Alex wrote was apposite and the client was delighted"

If you are operating in a congested industry, it is probable that alienation on first contact will be final. In other words, if you're relying on written language to sell your product or service, you may only have one chance.

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