how I do it
learn, think, write
Learn
The
crucial work on any writing project takes place in the briefing,
familiarisation and information-gathering process. The better I know
you, the
more effectively – and economically – I can express your brand and
messages. In our initial meeting we can go through your or my copy briefing document, and discuss the main sources of content. I’m equally happy interviewing groups or individuals, doing desk research, re-purposing existing information, or any combination of these.
Think
You’ve
come to me because you want messages to be articulated with clarity and
impact.
So I won’t just ‘tidy up’ information you supply (unless that’s what
you want,
of course). My approach is to look at the project as a whole. I think about your messages, brand and audiences, as well as design and concept work, and develop an appropriate structure and tone of voice. I’m happy to give you sample copy and a structure summary to illustrate my approach.
Write
My
challenge now is to get your point across powerfully and succinctly –
in the
voice of your organisation and in accurate English. I also check that
the whole
communication has a logical narrative flow, and that words work well
with design.Finally, I proofread my work before sending it to you. My knowledge of grammar comes from years of studying, reading, writing, editing and teaching English (literature and language). I’m still learning.
