I’ve been in the copywriting business for over 18 years. What I’ve learnt? Good writing is never just about the writing.

Copywriting requires keen observation, a passion for human behaviour, and an innate ability to read the audience. It requires the ability to appreciate people’s similarities and celebrate their differences.

What does this have to do with brand voice, brand guidelines, customer personas, market share, click-through rates, A/B testing, AI-powered workflows, and all that cool stuff? Since we’re in Canada, let’s go with a winter analogy: about as much as snow boots have to do with a winter walk. You can wobble ahead on surface-level words for a while, but unless they’re supported and grounded in relevant insights, authentic emotions, and real people, they will, sooner or later, fall flat.

My journey as a writer and creative lead has taken me across continents, from Asia to Europe and North America, across mediums from print and TV to social and CRM, and across industries from hospitality and food to telco and biotechnology.

What’s next? I guess the best part about being a writer is that there’s always a next chapter waiting to be written.