Copywriter as a ChatGPT doll. The ai trend which captured the world. Just shows how desperate we are for mindless distraction!

Even on a road trip in New Zealand I’m checking out the effectiveness of copy on ads.

I met my daughter in Auckland, New Zealand for a bit of a road trip and it got me thinking about sustainability. The kiwis do it so well. But it reminded me of the work my clients do back home too!

A bit late to the party, I’ve only just learned of Scaramouche Sailing Trust. I was so blown away by the difference sailing is making to the lives of inner city kids that I offered to help tell their story by volunteering copywriting.

As a sustainability copywriter focused on writing well, writing truthfully and with impact, it was an honour when local coffee producers, Mozzo, asked me to capture the latest situation in the DRC on their behalf. And the impact the violence was having on their friends in Congolese coffee farming communities.

It’s all very well being able to write. Obviously us copywriters have got to know what we’re writing about. But we’ve got to have a good instinct for how the words land. How will readers interpret the copy? Will they get lost in the jargon? Have you missed a key detail/word? Have you given one thing two different names?

Having the skills to think critically and push back when it’s necessary is just as important as copywriting. If not more so. If you haven’t got the messaging right and an instinct for the response, the words are wasted.

For your copy to work harder, pick a copywriter who knows how to think critically. Pick a copywriter who knows when to push back and when to not!