My name is Malcolm Cox, and I'm a professional copywriter. I spend most of my time ghost writing blog posts, creating website copy and managing my own websites.

But my path to copywriting greatness in the UK has been somewhat unconventional. After training as a newspaper journalist, I put my writing expertise to great use within the retail and catering sectors. Between 1998 and 2012, I worked for companies such as Scottish & Newcastle, Starbucks, Borders and Baxter Storey. After a much-needed career break, I decided to become a copywriter, and I haven't looked back since.

Working for clients such as Shark, Ninja, Quandoo and BudgetAir, I've developed my own style of writing over the years. You'll find my copy personal and conversational — and often a little unconventional. But I firmly believe that standard corporate-speak often becomes invisible. Hire me, and you'll get content that makes people react.

I love writing; even if I'm simply writing Facebook posts for a plumbing company. But I also get a thrill from identifying the target audience and striking the perfect tone. This is why I spend a lot of time with my clients on creating the ideal customer. Once I know who I'm writing for, I can make sure the message hits home.

I always right for humans, as they're quick to tell me about typos and malapropisms, homophones and homonyms (see what I did there). But seriously; I don't write for Google search engines. Yes, my work is optimised for search engine results pages, but that's never my priority. Quality, tone and voice are always my copywriting priorities. I'll use keywords where appropriate, but my content will always be natural and... well... human.