Well, it’s more of an About me really. Hi, I’m Alex Genn.
The penny drops… slowly
Back in 2006, I was a frustrated business development director at a mid-sized creative agency. I was good at my job but it didn’t make me happy. After about 10 years, I realised I was actually a frustrated copywriter; and that I was a bit slow on the uptake.
Guiding principles and revelations
I began copywriting at the agency and then moved on to learning disability charity Mencap. Here I learnt the invaluable skill of writing in ‘Easy-Read’, a unique style of copywriting, which helps people with a learning disability understand complicated ideas.
Crucially, I realised that the guiding principles of Easy Read – simplicity and economy – apply to all channels but especially digital, where space is limited. Blending this approach with creativity and a focus on results, I put listening to the client at the top of the list, and regular referrals followed. As a result, I’ve worked with agencies big and small, and some of the world’s best-known brands.
My business expanded in 2014, with more work than I could manage alone. However, the pragmatist in me didn’t want to turn clients away, so I brought in a number of senior-weight freelance copywriters. These hand-picked wordsmiths are channel/sector specialists and award-winning generalists. They work without ego and communicate effectively with clients; so every project runs smoothly. Today we have 25 senior-level writers. I trust them all to deliver work to the unreasonably-high standard I set and that our clients have come to expect.