My name is Caroline White and I specialise in plain English and the art of clear communication.
I’ll create compelling copy for your website, liven up your marketing materials or show you how to reach the right audience with your social media campaign – in language that everyone will understand. This will help broaden your appeal.
I can also help you develop the right tone of voice for your business and uncover the stories that will make people want to read more about you.
What makes compelling copy?
Good copywriting isn’t about intelligence. Clever people don’t necessarily make good writers. It isn’t about big words either, they just alienate your audience – and that’s the last thing you want to do.
Good copy is easy to read and speaks to the reader on their own terms. It should be friendly but professional and convey its message clearly and concisely.
To get the best results it’s important to know who your readers are (or who you want them to be). Your words should be tailored to the needs and expectations of your audience.
My mission is to make my writing accessible to everyone who reads it. Jargon, long words and over complicated sentences are out because they simply alienate readers. I apply plain English principles to all my work, from blogs to board reports.