Frequently Asked Questions

I sometimes use AI as an extension to search, or to create rough first drafts. I have agreements with some clients to use AI in specific ways and for particular purposes. Separately, I am increasingly asked to edit and humanise AI generated content. Whatever the context, I'll always be open about how I’m using it.

Any content where I have used AI as a drafting tool will be meticulously checked for accuracy, style and effectiveness. In almost all cases it will be re-written or heavily edited. 

The current generation of large language model generative artificial intelligences (LLM AI, or AI for short) are immensely powerful. They are extremely good at organising information. They can deliver against complex instructions and can be trained to function with great precision in specialist fields. The quality, and scope, of the work that can be produced is already impressive and it continues to improve quickly. 

Current AI is task driven. Given the right prompts, output can be very sophisticated. Such capabilities are already starting to change how some businesses operate.

Despite this,  AI remains experimental. If you’re going to use it, there are a number hazards of which you should be aware and take action to avoid. These include

• AI does not think, indeed it cannot. All it can do is call upon the data upon which it has been trained. It is incapable of creating anything genuinely original. Similarly, AI's capacity to reason or provide new insights is very limited.

• AI 'chat' has not yet completely mastered nuance and emotion. AI generated content is unlikely to be able to trigger subtle responses in the same way as material written by good human writers.

• There remain issues of bias, presumably picked up from the large amount of biased commentary online.

• Source attributions are not always correct. Sometimes they are fictitious - the result of AI "hallucination," so issues around reliability can be problematic.

• Breach of copyright and accidental plagiarism are real risks, so all AI material must be checked in detail.

• AI 'machines' make mistakes. In fact, they are likely to do so, because they work on large scale probability, so their 'predictions' as to fact or word choice will not always be accurate.

• Errors can be disguised. Often, they are within very credible-looking statements. Reliable quality assurance can therefore be difficult to guarantee on a large scale.

• By default, AI generated written content tends to be bland. Real effort needs to go into the prompting in order to avoid this happening. Expect editing to be required in all cases.

These factors may change in the future, and perhaps they will do so surprisingly soon. I'm keeping an interested eye on developments. 

AI presents great opportunities and is especially useful in taking the slog out of dull tasks. However, if you’re going to use it, ensure its output is quality assured meticulously by  someone who really understands emotion and nuance. Make sure it's someone who understands the importance of phrasing, and the subtleties of word choice - and copyright law!

Yes, but... 

I have a particular experience in the world of architecture, construction, property and their associated services. My background in travel and education means these are also areas in which I'm very comfortable writing. 

However, I can and do apply my research and writing skills to many fields. 

The nature of freelance work means that I am used to working in many sectors, and I’m used to learning quickly about new subjects. This has included industries as diverse as proprietory software and beauty products, via metals wholesalers, landscape gardeners and the care sector.

If you ask me to write in an area where I have no experience, and where I feel I will not be able to do the job justice, I will tell you. If possible, I will direct you to someone else who is better qualified. 

The short answer is, ‘Call me and ask.’

When I accept a commission, I will start as soon as I can. If I can start immediately, I will do so. Otherwise I will work through jobs on a first come first served basis. 

I am organised and punctual and make a habit of delivering work on time. If something unexpected happens to delay a project, I will tell you as soon as possible.

Sometimes I might describe a job as being the work of a three and a half days, or perhaps just one. The writing process usually includes several revisions and countless small changes before the client receives the 'first' draft. Thus the eight or so hours of day-long project, for example, won't usually be done in one go. Instead it will be spread over more than a day to ensure there is time to review it and make changes. 

If something needs doing urgently, I will always try to get it finished for when you need it. Speak to me about the details.   

No. Either I can do the work or I can't.

If the job is genuinely urgent I'll always do everything reasonably possible to get it done on time. However, it can be risky to rush. Writing to a brief requires a given time for a given job and it is difficult to write extra fast just because a deadline has moved or instructions arrived late.

Occassionally, where a job is time sensitive I may be able speak to another client to see if their deadline can be moved to accommodate other urgent work. I can't guarentee the outcome of that conversation so it is best to plan ahead and to avoid last minute panics.

And, seriously, why would you want me to rush your work? It needs doing properly.

We don’t have to believe the same things to get along or work together. But some values are important.

I believe equal respect should be shown to every individual, regardless of ability or disability, age, faith or lack of faith, gender, political affiliation or race. I am opposed to all forms of discrimination.  

I believe that The Universal Declaration of Human Rights should underpin good government and civil society. I believe everyone should have the opportunities to pursue their chosen path in life. 

I want your business to succeed. But I’ll think twice about some work, and I won’t take on a project which seems morally ambiguous, dubious or unlawful.

Yes.

Several clients have asked me to produce material for use in the US and it's always interesting to make the adjustments.

Differences cover more than spellings, vocabulary choice and idioms. For example, there is often greater interchange between adverbs and adjectives, and verb endings can be different.

If you've got a project with an American audience, why not get in touch?  

Yes. Quite a number of my commissions have been under an NDA.

Non Disclosure Agreements are common in some sectors, especially where content and its supporting research is commercially sensitive. Also, some clients don't want to reveal that someone else has done the writing, and that's fine too.

If I work under an NDA, I can't use that project as an example of my work when speaking with other potential clients. It's a lost marketing opportunity so I usually charge a modest supplement to compensate.

SEO stands for Search Engine Optimisation.

The aim of SEO is to deliver the best possible ranking for your web pages, or other material, in organic (non paid-for) search results. 

It's the process of making sure online content is as visible and as effective as possible. It includes ensuring what you say online is helpful to the reader and is well-regarded by search engines.

Some people regard SEO as a science; others think  of it as something of a (dark) art. Either way, it is complex and multi-layered. In particular it relates to much more than the writing on the page, although that remains fundamentally important.

Finally, SEO can take time to be effective, and it may need adjusting to reflect changes in the way search engines work.

A copywriter creates the words to promote a product, service or idea. It’s the written part of marketing, advertising and other promotional material.

Copywriting comes in many shapes and forms. One way or another, a lot of it will appears online at some point - thus SEO should be included. Copywriters need to factor that into the structure and content of what they produce.

Maybe not. But if you’re reading this the answer is probably 'yes.' Either way, it's your call.

A good copywriter will save you time and money. Of course, you’ll need to pay for their services, but that will probably be cheaper than doing it yourself. 

If you don’t write frequently, you may well take a long time and still not be completely satisfied.

So really, the question is, ‘How much is your time worth?’ Re-writing your own website content, for example, will take you away from the business of running your business, keep you up at night, or both. 

For the relatively modest price of a copywriter’s fee, you’ll get much better written material and you’ll be getting on with what you're good at.

An alternative to employing a copywriter is to engage a copy editor. This is someone who will check your work for errors and advise on word choice, sentence structure and the way a text is organised. Using a copy editor is useful where you do want to draft the text yourself, or where the content is very technical and needs your initial input. And yes, I am a copy editor too!

The short answer is that I produce great writing, on time, at a fair price. I'll save you time and money. 

In a bit more depth, however, consider what you need. Nearly all copywriting is about growing your business. Using clear and persuasive English, I will write for your target audience and for your purpose. I’ll help you grab attention, hook the reader and explain the benefits of your offer. I'll help you increase engagement with your business and maximise the likelihood of conversions and sales. Of course, copywriting is a business and all copywriters, this one included, charge for their time and expertise. 

The world of copywriting can seem complex and  littered with jargon, although it shouldn't be. It doesn’t have to be complicated. At the heart of good copywriting is a key process: producing engaging, relevant text to achieve specific results. It is about delivering writing which has a real and positive impact on individuals. That is what I do.

I will listen to what you say and press you to be clear about what you want. I will stay focused on what you need. I will undertake research as required and free you from the sometimes agonising process of finding just the right words for the job. 

Work with me and you’ll have more time to focus on the rest of your business.

You will find some copywriters who charge quite a lot less, and some who charge more, sometimes much more. My fees are reasonable and about average for the freelance side of the industry. I deliver a high-quality product and good value for money. 

So, whether you have a one-off project or are looking for an on-going service, you can talk to me about your requirements - then we can work together to deliver the results you want. 

If you have a different question, or would like to discuss a project you have in mind, simply get in touch.

Use the form below,  book a call, drop me an email, or press the call me now button.