There’s a story happening in your buyer’s head before they ever read a word you’ve written. They’ve already half-decided you’re interesting or irrelevant. They’ve got anxieties you don’t know about, alternatives they’re already considering and a very short list of…

Somewhere in the world right now, a freelance writer is staring at an email that says “can you write something about our software? Approx 800 words, quite informative, let us know if you have questions thanks” and making a face.…

How many of you have been presented with a brief containing a keyword phrase so syntactically broken it reads like it was written by someone falling down a flight of stairs? “Best affordable plumber London emergency no call-out fee.” You…

Let me tell you about a client conversation that made me need a brief lie-down. A few weeks ago, a freelance client came to me with a mission. Bright-eyed, motivated, and armed with what he believed was a genuinely brilliant…

Every now and then a project lands that’s genuinely satisfying to work on. No legacy content to untangle, no archive of posts written by a previous agency that rhymed “innovative” with “transformative” in every other paragraph. Just a blank slate,…

There’s a version of this post where I dramatically announce that AI is coming for editorial jobs and you should be panicking into your morning coffee. I’m not writing that post. There’s also a version where I reassure you that…