Copywriting is one of the most fun and interesting parts of what I do. There’s something about digging right into a business and industry, learning about what they do and how they stand out amongst their competitors. 

Michelle from Central Medical Solutions came to me at the beginning of her business journey. She had an awesome business idea, based on a well thought out need in the industry and loads of experience. 

I asked her to go through the brand workbook before we kicked off. Especially because her field and business was all very new to me, getting her to communicate her services, brand values and personality and do a competitor analysis was crucial homework. 

Once we had that sorted, I got stuck into research. Getting my head around the medical admin world, charging, referral relationships and overall practice management. It was a journey, and I now have a bunch of knowledge stored away in my head for trivia nights. 

The research was done, it was time to get cracking. Because I had a great idea of the business personality, where it sat against its peers and what made it different, the words just flowed. I started with an outline, back to pen and paper, old school style. 

Working through the home page, service and about pages, I started to become friends with this business. That’s how it feels for me when I’m in the zone, I’m almost chatting with the business in my head as I type.