Why do you specialise IN ai customer service?
I have been fascinated by artificial intelligence for years, not because it is clever, but because of what it makes possible for people.
When customer service works well, shopping becomes easy. People can find what they need, understand what they are buying, and feel confident spending their money.
AI now makes it possible to deliver that kind of service at scale. When it is designed properly, it gives every customer clear, helpful answers, in a voice that fits the brand and builds trust.
I care about that, because it makes every life just that bit better for us all.
DO YOU USE AI TO WRITE COPY?
No - but I do use it to inform, research, analyse, summarise, comment and augment ideas. I have long been fascinated by Natural Language Generation and in fact spoke about it at a conference way back in 2018.
ChatGPT is on my desktop and I use it almost daily as well as other frontier models like Claude, Grok, DeepSeek, and image generation including Midjourney, Runway, Veo3, Nano Banana…. the list goes on and changes weekly.
Prompt engineering is now an essential business skill for everyone not just writers. Output Engineering (validating and having confidence in AI output) is becoming crucial.
I believe strongly that AI should be used ethically and I fully support the Responsible AI Manifesto. I am transparent about when and how I use AI in my work.
What makes you different from other copywriters?
I write copy that sells rather than just 'words on paper'.
My background is in classical TV, press and radio advertising as well as direct marketing, working for top London advertising agencies. I've seen at first hand the power of brand advertising and the value of measuring and testing, and I bring all these techniques to the copy produced by Words that Sell.
I learned the craft of 'Salesmanship in words' at leading direct marketing agency 'Ogilvy & Mather Direct' over 20 years ago. I have also worked as an advertising executive producing TV commercials for top consumer brands such as Immac, Carte D'Or Ice Cream, Cornetto and Melitta Coffee.
On a personal level, I have spent years both writing and studying copy and constantly keep up to date with ongoing training, attending conferences and seminars and professional reading - because it's a passion.
In 2012 I published, "Flicks & Clicks" a highly readable, step-by-step guide to creating websites and catalogues that sell more, with an endorsement by Drayton Bird and foreword by Nigel Swabey.
Can you write search engine optimised (SEO) copy?
Yes. In today's digital age, it is an essential skill. More to the point, our copy doesn't just attract search engine spiders it appeals to human beings too. After all, they are the ones with the wallet and the credit cards - not the spiders.
Having said that, the rules on Amazon are significantly different from writing for a website. Keywords are researched in a different way, and the algorithm is less sophisticated.
For Google, Perplexity and other search engines, our approach is to ‘write natural’, ie: to weave in keywords as appropriate so that it flows and reads well. We also put the most important keywords early in the copy and in the sub-heads and bullets. If your web developer has a specific requirement then please let us know. Nowadays, it’s rare for a web developer to have specific requirements such as ‘mention such and such a word 4 times in every hundred’, but if they do, we can accommodate.
It's important that keywords read naturally and don't feel forced. No-one really knows what Google's spiders really look for as the algorithms change constantly. However, Google themselves state that they usually make changes to favour original, well-written, consumer-friendly copy. The company recommends this as "the single most important thing you can do" to improve your rankings, Underlying this is a common-sense philosophy. Google wants to give its searchers a good experience so that they continue to use Google, so it wants to point them towards consumer-centric, well-written websites.
We ask you to supply the keywords, and we don’t undertake keyword research unless you specifically ask us to, but we do use common sense and try to use words that customers are likely to use when looking for this particular product. We focus on being ‘clear, not clever’. Much as we’d like to include witty plays on words, search engine spiders don't have a sense of humour so we have to write in a way that they can understand.
Overlaid onto this the traditional requirement for copy to be so compelling that your customer wants to buy your product. After all there's no point in getting a potential customer to your site if they don't act once they get there, so good copy is more than just throwing a lot of keywords together and hoping for the best.
For Amazon, the top keywords will be woven in to the title, with as many in the bullets as possible, especially on a new listing.
What consultancy services do you provide?
Because we specialise in multichannel retail, I have a wealth of knowledge around ecommerce websites, Amazon, catalogues and brochures. The areas where I can add most value are
• Reviewing your Amazon listings, website or catalogue, to suggest areas to improve to win more sales
• Advice on positioning your brand
• Origination or 'style-setting' copy to develop the tone of voice and format for a launch or re-positioning
• Training your staff
My business is specialised. have you worked in my area before?
Chances are, I and my team will be completely new to your industry, especially if you sell technical or specialised products. However, this is often an advantage as we have an unprejudiced jargon-free view of your business and may see things from a fresh perspective.
For AI knowledge and content, we follow a structured process that works across different types of verticals. The key difference is in regulated versus unregulated industries.
Do you guarantee your work?
Yes. In the unlikely event that copy is delivered to you that does not meet the brief, we will re-write it until it does.
For the 5-step Customer Service AI programme, provided your resolution rate is below 40% we will work with you until you achieve at least 10% points uplift. (eg: 25-35%). Typically it will be much higher, but the aim is to show a proof of concept to kickstart your own process to achieve 75-80% or more.
Why can't I write the copy myself?
Of course you can. Just as everyone who can boil an egg can open a restaurant.
I have studied the craft, read dozens of text books, worked alongside top professional writers and trained with leading copywriters like Drayton Bird, Bill Fryer and Andy Owen. Every year, I attend writing courses, seminars or conferences to sharpen my skills. I have years of experience and know from seeing real results what works - and how to apply it. That means you'll almost certainly get much better results than going it alone.
Using a professional copywriter usually means your project will be completed more quickly, with less hassle and better results than trying to do it yourself. In the long run, that's cheaper, and brings in more sales.
Do you do design, artwork, print or PR?
I regularly work with other talented, experienced professionals in these fields, and would be happy to recommend or put a team together for your project.
Can you provide references?
Yes. Take a look at the testimonials page of this site or my LinkedIn page. I can also put you in touch with clients directly - just ask.
How do you keep your skills up to date?
Although there is no requirement for copywriters to carry out CPD, I think it is vitally important. Every year I invest training and attending conferences or talks by experts such as Paul Roetzer, Mike Kaplan, Roger Dooley, Dr David Lewis, Andy Maslen, Craig Sullivan, Rory Sutherland, Joanna Weibe.
Every year I attend ‘‘CopyCon’ the ProCopywriters Copywriting Conference to keep up to speed with advanced copywriting techniques, and network with fellow professional writers.