Copywriting is not about flogging something with hype and hyperbole.

Or telling pretty lies with clever words. It was never meant to be a form of seduction.

Copywriting is about revealing the compelling truth about something and expressing it clearly, succinctly and creatively.

I come from the old school of copywriting, from the days when we were actually trained to do it well.

Ever watched Mad Men? Fresh out of high school, I was Peggy Olson and later morphed into Don Draper, minus the killer looks, snappy suits and serial sex. (You can’t have everything.)

I’ve been the Creative Director of five advertising agencies, including two I co-founded. And I’ve honed my craft as a writer and creative strategist over 40+ years.

I write brand stories, websites, advertising (television, print and radio) and company profiles. I don’t do blogs (except my own) and there are better people than I for social media.

I’m self-critical. I agonise over everything I write. I choose my words carefully.

I see my job as peeling away the unnecessary to reveal the truth – and creating work that makes a difference.