In this episode, Lewis is joined by freelance copywriter Amy Hawthorne to trace her route from a chemical plant grad job to years of travelling, to landing agency roles in Melbourne, and the moment she asked, “What the hell is a copywriter?” That question kick-started a career that now spans brand voice workshops, bold lifestyle work, and helping challenger brands stand out.
From drawing tone-of-voice inspiration from The Great Gatsby, Wicked, and even Paris, to building a swipe file that keeps ideas fresh, Amy shares how she avoids repetition, why small brands give copywriters the most freedom, and the projects that pushed her out of her comfort zone (hello, crypto and Gen Z social).
They also get into AI: useful for targeted research, but never for the writing, plus the ethics, the energy cost, and why polished-but-generic isn’t the goal. Amy’s advice for newer copywriters is refreshingly direct: get a job first, do the work, learn the systems, then go freelance.
If you’re curious about crafting distinctive voices, running idea-rich workshops, and keeping copy unmistakably human, this one’s for you.
Connect with Amy at thecopyhouse.uk and on LinkedIn.
