I helped brands figure out how they wanted to sound, then I wrote like it.
Think of it as ghostwriting for companies. Instead of figuring out how one person writes, and mimicking it, you figure out how a whole bunch of people should be writing, based on their brand.
So that was pretty much my day job. Check a brand’s writing, run workshops, do a lot of thinking, present back the ideas, write some guidelines, train some folks.
Sometimes, I had to write just plain and simply. Other times, short and punchy.
And when the stars aligned, and someone was willing to be more creative, I got to write like an action hero, or a suave spy, or as a time-travelling kid or a rebellious entrepreneur.
Lewis Dowling 