A wordy whizz through 10 years as a copywriter
It’s the big one! Comma Sense is 10 years old. Double the length of time I was ever employed. So, let’s celebrate with a whistle-stop tour through the significant moments of the last decade in the only way I know - through ten carefully chosen words.
But first, a quick look back at 2025 - a year that hit differently.
Reflections on 2025
The winds of change flowed through Comma Sense last year - and not just in my change of hairstyle! I saw a shift away from web copywriting towards more human focused storytelling. Case studies were in demand, along with more brochure copy, newsletter, report and prospectus writing.
External factors played a huge part. Clients had to cut budgets in response to rising costs, and AI had a massive impact on the nature of my work. After a few wobbles and a scarily slow summer, I decided I would carry on regardless, with a newfound determination and continued belief that my words are more heartfelt, meaningful and impactful than any robot-generated copy. My words help businesses stand out from the crowd in a digital world saturated with awful generic, repetitive content.
Blogging seems to be the only work stream unaffected by this change. It’s still one of the best ways to get noticed by search engines; to prove your authority and highlight your specialisms. Answering popular questions with relevant, helpful advice and solutions will always get you found. Longer posts (1200+ words) tend to work best.
In 2025, I helped another five people on the way to getting a new job with my CV and LinkedIn writing package. This has always been one of the most rewarding parts of my work. There’s no match for the feeling you get when a client shares the good news that they’ve been offered a new role.
10 words for 10 years
1. Courage
It was all about courage and bravery in the early years: having the courage and conviction to start Comma Sense in the first place, then getting out there and telling strangers about it, doing presentations and masterclasses, quoting for jobs (agh - still not a strength!), and finally biting the bullet and increasing my fees.
2. Resilience
I thought I was pretty resilient before, but running my own business has made me stronger, tougher and more resilient than ever. I quickly learned how to bounce back and move on when you don’t win the business, let down by someone, lose a significant client, or when people decide to not pay your invoice.
3. No
‘No’ is a powerful word. When I found the courage to turn down a piece of work - whether I didn’t have the skills, didn’t fancy the subject, or didn’t have the capacity - I felt empowered. These days, I don’t bat an eyelid. I’m honest about my reasons, and I always try to find someone who can help in my place.
4. Belief
I wouldn’t be here ten years later without believing in my abilities as a writer. I have always believed in my skills and the quality of my work. Even in the face of AI, when other copywriters have stepped away, I know I will produce better copy than the bots.
5. Ideas
When I’m chatting to clients or prospective clients, the content ideas just start to flow. ‘Ooh, we could write a blog about that’, or, ‘hold that thought, we’ll add it to the next newsletter’. When this stops happening, I will know it’s time to stop writing. Fortunately, my brain is still brimming with possibilities.
6. Collaboration
When I started out in 2016, I freaked out because all my work friends had disappeared. Going from an office with hundreds of employees to a desk all on my own was a shock. Then I discovered a bigger world of fascinating business owners doing what they love. The last 10 years have led to more friendships than ever, from my walking buddies and the 2020 ladies, to my amazing clients and collaborators. You know who you are.
7. Variety
I’ve always said one of the best parts of my job is the range of subjects I get to learn about. Invite me to your pub quiz and I will impress with my knowledge of Russian hair extensions, metal mesh, and electric vehicle chargers! Over the last decade, I’ve written for organisations in the USA and Hong Kong, and companies and charities all over the UK.
8. Niche
Despite what the experts say, I’ve never wanted to pigeonhole my services, but I so know the kind of writing I enjoy most. My niche is in storytelling and editing down swathes of content into relevant and readable documents. I love telling individuals’ stories through their CV, LinkedIn profile, blogs and case studies. And I get truly excited when someone sends me a gazillion documents to transform into an executive summary!
More than anything, I enjoy writing health and wellbeing content. I have been lucky to write about physiotherapy, podiatry, gut health, dentistry, sound healing, reflexology and reproflexology, hairdressing, hypnotherapy and NLP. These are the types of businesses I love to have in my portfolio.
9. Freedom
It’s a privilege to be able to control my own destiny: who I work with, what I write, how I organise my days. When illness strikes or crises happen, there are no awkward calls with my boss - phew! I make my own decisions (though sometimes it can take me a while - that’s the Libra in me), and I never feel guilty for not being at my desk at 9am.
10. Pride
I am tremendously proud Comma Sense has reached the 10-year milestone. I take pride in every enquiry, every loyal client, the quality content and friendships I have created. I am proud that my business did not stop during lockdown, and I am proud to lead the fight against awful, boring copy.
Advice for starting out in small business
If you’re reading this in the early days of starting your own business, here are a few snippets of advice I found useful:
Question everything: we can all stand up in front of a room and share with others. Never take everything you hear to be true.
If something isn’t working, change it: when it’s just you, it’s within your gift to change tack.
Don’t be afraid to change your mind: trust your gut - if something doesn’t feel right, don’t pursue it.
Find your own path: never let anyone put you in a box. Be who you want to be. Do the kind of work that makes you happiest.
If you don’t know how to do something, learn: ask someone, google it, go on a course - you’re never truly on your own.
This last piece of advice is one I will be following in 2026. For me, this year is about learning and spreading my creative wings.
Thank you to every client, friend and connection who has supported Comma Sense over the last 10 years. It means the world to know that millions of my words are out there doing what they do best: connecting people with businesses.