You know what you do. Do you know how to tell it?

I have spent more than a decade working as a copywriter, and just as long hearing:

—So, you just write?

Yes. I just write.

And it sounds pretty easy to say I only write when you live in a world of “make a video,” “make a TikTok,” “no, just a campaign,” or even “you’re the expert, you tell me.”

It is not really about what I write for, but what I write about.

What problem are we trying to solve?

Everything is communication.

What to say—or not say. Where. How. With whom. And when.

I do not need to know more than my clients about their processes or their industry.
They are the experts in what they do. I am the expert in the stories behind it.

My job is to write like one person talking to another. To figure out what the person on the other side needs to understand and find a way to make it reach them. Then comes the product, the service, or the much-feared structural change.

I write after asking, listening, researching, questioning, simplifying, and connecting things that do not necessarily belong together, so that when someone hears it, they say:

“That’s true. That’s how things are.”

And my trick is: Writing.

Over the years, I did not only learn how to find the solution to the problem.

I learned how to translate it so designers can visualize it, producers can make it, clients can buy it, teams can understand and embrace it, budgets can support it, and, finally, someone can care that we solved it.

People have called that many things: copywriting, creativity, creative direction, strategy, communication, and so on.

You know what you do. I know how to tell it.

But you can say I just write.