What does a writer actually do?
If you’re like most people, you picture writers holed up in an attic, shivering in the weak candle light as we wring our art from our frozen, whisky-soaked fingers. That, or an overdressed 25 year old in a fedora, churning out clickbait listicles in a Starbucks. #digitalnomad #blessed.
OK, the coffee stereotype is a little bit true.
Image by me.
Aside from the whisky bit, which is quite appealing (who doesn’t love a good single malt?) the truth is a lot more mundane, but also a lot more, you know, useful.
As a copywriter, my job is to help my clients communicate effectively.
That means, producing words that encourage people to think, feel or do something differently.
More than just arranging letters in a linguistically satisfying order, a good writer has a deep, almost innate understanding of their clients’ brand and audience. They know what people value about their clients, and they know how to connect with those people in a way that is able, for a short time, to silence the other noise in their life and hold their full attention.
A good writer is an advisor and partner, helping their clients to form lasting, meaningful relationships with their audience. After all, the best stories build empathy and new ways of understanding, don’t you think?
As someone who is perpetually awed by nature, and happiest looking at the shape of a snowflake, the flash of a hawk’s wing or smelling pine needles and petrichor, I’ve made it my mission to write as much as I can for organizations that are driven to protect the world we live in. My clients are nonprofits, consultants, artisans and retail brands in the outdoor industry and beyond. What tends to unite them, and what makes us a good fit for each other, is a goal to help others and do some good in the world. That, and a liking for a good laugh and a chat over a single malt (see above).
Sometimes, I do write pieces for publication too. I’ve written about climate change for the Globe and Mail, mountain biking and skiing for Sisu magazine, and solo backpacking for Women Travel Photographers, amongst others. I pinch myself every day that I get to do what I love (writing), about other stuff that I love (skiing and the outdoors, sustainability, creativity).
I’m not an Instagram writer - I don’t live out of a van, or write on a beach, or from a cabin in snowy woods. Admittedly that last one is slightly disappointing. Nor am I a tortured artist, overwhelmed by the burden of my creativity. I have a cozy office, where I’m surrounded by things that make me happy - my favourite books, my vintage Lake Placid Winter Olympics print, my lucky porcelain zebra with the spiky mane and the jade plant that my late, beloved grandmother insisted I have when I started to work for myself (“it brings good fortune, love”). My window overlooks my pollinator garden and the impractical golden birch I insisted on planting. I like watching people pass by on the street, and imagining what their lives are like.
Right now, I’m also surrounded by my kids. My schedule can be punctuated by the need to help with reading, or admire a drawing, or listen to a song about worms’ butts. As someone who likes focus, it can be hard. But it’s also the privilege of what I do: my schedule is my own, so I can be here for my kids in a challenging time, and still get to do work I love, for clients I admire and genuinely care about. And worm butts or no worm butts, I’ve never once missed a deadline.
Mostly my clients come to me because they want to tell their story in a way that builds connections. Words aren’t necessarily their thing, and that’s perfect. By doing what I love, I help my clients focus their time and energy on what they love.
To find out more about how I can help tell your story, download my info sheet here. Or just drop me a note at hi@ali-wines.com – I’m always happy to chat.