Most writing advice tells you how to charm and convince your readers. Here I’m going to show you how to annoy the hell out of them instead. My guide comes from over 20 years of copywriting and helping aspiring writers on the tricky art of storytelling. So, if you want your words to work as hard as you do, just do the opposite of everything that follows.

Writing isn’t magic. It’s about making words work. They need to serve a purpose, carry weight, and leave an impression. Writing requires practice, patience, and a willingness to learn from your mistakes. Here are 10 quick tips I’ve learned in over 20 years of writing.

This is something I get asked a lot. How do I write as myself? How do I write authentically? It’s not always easy. You may worry if you sound too casual, professional enough, or if people will like it. Here are my tips.

Vigorous writing breathes life into your sentences and keeps readers hooked, even in an AI-saturated world. When I first started as a copywriter, one of the very first house style guides I followed emphasised the importance of vigorous writing.

As a UK-based freelance copywriter, I regularly receive project inquiries from around the world. Most are genuine, and I’ve secured some fantastic clients this way. But every now and then, a request comes along that seems off. And sometimes, it's more than just vague, it’s dangerous.

There’s a point in most writing projects where a sentence technically works, but it doesn’t feel quite right. It’s not wrong, but it’s not working as hard as it should. This usually comes down to two things. the verbs are vague, and the language is too busy.

I don’t think AI is necessarily ruining writing. But it’s changing it. A major risk is that your voice and brand will sink in the noise of metallic, soulless, sterile writing. Here’s some ways to spot it and tips on how to use your real voice instead.

To make your words work, try and step out of your own shoes and into the reader's. Instead of focusing on what you want to communicate, focus on what they need to hear, and how best to deliver that message.