It’s a privilege to write for a living, because it’s what I love doing.

Words make a difference – but they’re deceptively difficult to get right. We might feel like we can write clearly, and spell correctly, but that’s not enough to engage our audience.

We want to entertain them. We want to inspire them. We want to make them feel a part of what we do.

If we’re successful, then they’ll care about what we do. And if they care, they’ll act. They’ll do the things we want them to do: buy, sign up, respond, share…

And that takes more than just checking for spelling and grammar.

We need to understand the mechanics of language; the nuts and bolts that evoke the right emotions and reactions from the people most important to us.

But we also need to understand those people: who they are, what they want, what they expect, how they think, how they behave, what mood they’re in when they experience us.

We need to know all of this before we write one word.

Loaded with the right information, I’ve worked for leading agencies in Leeds and York to create compelling copy and content.

I’ve helped many clients to connect with consumers across a variety of channels including websites, social, digital and more traditional forms of marketing.

I’ve helped companies define their propositions, find their tone of voice and name their products and services – I’ve even re-written their small print and regulatory communications.

Words shouldn’t be the box-filler; the add-on at the end. They should drive projects from the start based on the needs of the audience. That way, we’re more likely to engage them with content that’s relevant.

The right words, said in the right way, in the right places and at the right time, can be extremely powerful.

In fact, they’re still the most effective tool in business.

And they always will be.