For over 5 years now, I’ve worked as a Copywriter.
For those of you unsure of what that actually is, first of all, you’re not alone!
Let me break it down for you!
In short, a Copywriter is someone that writes for business. It’s my job to shape words into sharp, persuasive messages for brands and organisations, to help them share their message, connect with the right people and communicate with clarity to their next and existing customers.
It’s a craft that requires clarity, empathy, and an ability to tap into human motivation. And for me, it’s a craft that does not work without an abundance of creativity! It’s a career that I kind of “fell into” during the pandemic and I honestly have never looked back. It’s a way for me to work consistently as a writer and share my gift with those that truly value it.
Some of you might be here because you know me as a creative writer. Someone who delivers Creative Writing workshops, classes and works as a playwright and poet.
And sure, at first glance, these two paths, copywriting and the arts, might seem worlds apart. One is results-driven, the other is about freedom! One focuses on selling, the other on self-exploration. But in practice, for me, they’re deeply connected. And doing both allows me to bring something unique to each.
The Precision of Copywriting
The first thing I truly have to thank Copywriting for, is how it has taught me to write with purpose. Every word counts. Every sentence must earn its place. Every paragraph must be as compelling as the last, or we lose our reader. When I teach creative writing or lead wellbeing workshops, this attention to language helps participants become more intentional in their own storytelling. Whether they’re crafting a poem, a personal reflection, or a fictional narrative, I encourage them to ask: What am I really trying to say? How can I say it more clearly, more powerfully, more truthfully? When I’m writing for a brand or writing a play, this is the question I hold close and the principle is absolutely the same.
The Freedom of Creative Writing
In contrast to the strategy-driven, structure-loving process of Copywriting, Creative Writing brings playfulness, risk, and emotional depth into my own practice and allows me to encourage others to do the same. It reminds me (and my students) that words aren’t just tools or something practical, they’re vessels for imagination, healing, and human connection. For me, this is where things start to collide. When I’m lucky enough to find a client that is willing to take a risk, be imaginative and stand out from the crowd, my playful, creative side is allowed to flourish in total harmony with strategy. The best brand stories are the ones that feel real and emotionally resonant and it’s the same with poetry and script writing.
Writing for Wellbeing: The Bridge
In the last two years, I have started to dive deep into the world of Writing for Wellbeing. I started to understand more deeply how writing can be used as a tool for personal growth, healing and self expression and I truly feel like it’s my calling and vocation to create as many spaces as I possibly can to give people this opportunity to use writing for their own growth. What I love about these spaces is how we’re not using words to persuade others, or shock or grip the reader, but instead to understand ourselves.
In these sessions, I create space for people to slow down, reflect, and explore their inner voice without judgement or pressure. And again, it’s my background in structured writing that helps me guide participants with thoughtful prompts, mindful pacing, and clear boundaries. For a while, I wasn’t sure where the link was between my wellbeing practices and my copywriting approach, but lately I’ve been reflecting on how passionate I am about “ethical marketing”.
I don’t believe in manipulating readers. I don’t believe in lying to customers. I don’t believe that a website is a space to hoodwink a client into a sale. I believe that copywriting can be a beautiful, ethical thing that supports both the business and their customers and with the right words, a beautiful balance can be struck. And I suppose, that’s where the wellbeing of myself, my clients and others comes into play.
Why I Will Always Do Both
For a long time, I struggled with the idea that I had to be “one thing”. I thought I wasn’t a “real” performer, poet, writer, copywriter or teacher, if that wasn’t my entire life and personality. Now, I feel differently. Now, I understand that life is a patchwork, and human beings are a multitude of parts. And yeah, you can be really excellent at a lot of them! I don’t see myself as someone who “does a bit of this and that.” Instead, I see writing as a whole ecosystem, where different genres feed into one another, different approaches can collide and at the core, creativity is what links every facet.
My copywriting grounds me in clarity. My creative writing opens up possibility. And my wellbeing workshops provide space for restoration.Each strand strengthens the others. And more importantly, they all share the same core belief: that words have power, to connect, to create, and to heal.
Aoibh Johnson is a writer, workshop facilitator and theatre maker, working to make your world a more creative place.
