Amplify Your Personality

_{From PR to Copywriting}

Charlotte began her professional journey in PR agencies in 2003, working on diverse B2B and B2C campaigns including stints in food and music PR with major labels like Atlantic and Warner Music. From managing online campaigns before the dominance of Facebook to working with emerging stars, she gained firsthand experience in:

• Media relations across multiple platforms (BBC, MTV, NME).

• The art of both interviewing and crafting strong answers.

• Adapting to a rapidly shifting digital landscape, from Myspace to newer channels.

_{Life Events and Redefining Purpose}

Charlotte's trajectory changed dramatically due to unexpected health challenges. On the cusp of a sabbatical in Southeast Asia, she began to experience persistent illness that was eventually diagnosed as non-Hodgkin's Lymphoma. Her successful treatment became a turning point and a reminder that "life doesn't last forever—make the most of your opportunities."

As Charlotte recovered, she experimented with teaching English abroad. However, she soon realized her strengths and passion lay elsewhere. Returning to the Grand Theatre, she embraced a new challenge, taking on PR for the theatre itself and leveraging her agency experience in a familiar, supportive environment.

• Sometimes lateral moves (front-line box office to PR manager) provide the breathing space and stability needed to rebuild after career or personal upheaval.

• Flexibility and openness to new (even seemingly humble) opportunities can catalyze future growth.

Charlotte later launched her copywriting and content business, choosing flexibility and security in uncertain times.

_{Public Speaking: Vulnerability, Confidence, and Leadership}

In today’s work world, public speaking, whether on stage, on video calls, or in presentations, is unavoidable for many careers. Charlotte notes:

• Nerves are normal: The vulnerability of public speaking is evolutionary—a sign you care.

• Authority and leadership: Speaking in front of a group, no matter how small, positions you as a leader and gives your voice credibility.

• Practice matters: The more you do it, the easier (and less daunting) it becomes.

_{Imposter Syndrome and the Value of Experience}

Many people hold back, believing they aren’t true experts or lack all the answers. Charlotte’s take:

• You don’t need all the answers. Your experience and perspective are valid, and can be a vital “part of the answer” for someone else.

• Subjectivity is strength: The best presentations and talks draw on personal stories and a unique point of view.

• Authenticity over authority: Not every audience will connect with every speaker. What matters is sharing honestly, as different personality types resonate with different listeners.

_{Copywriting vs. Content: A Clear Distinction}

• Copywriting is “salesmanship in print.”
  It’s any writing (or even spoken word) created to persuade or prompt a specific action—sign up, inquire, buy, or simply care about something you’re sharing.

• Content writing aims to inform, educate, entertain, or engage without necessarily seeking an immediate response or purchase.

_{Practical Copywriting for Change and Business Leaders}

Delivering updates or driving change inside organizations is increasingly challenging—attention spans are short, priorities shift, and your audience spans every level from senior leadership to peer colleagues. Copywriting skills, once considered a marketing-only domain, are now essential for every leader navigating new technologies, business practices, or transformation projects.

_{Your “Who” and “What” Bring Stories to Life}

When you talk about what you do and who you do it for, you immediately bring clarity, empathy, and relevance to your communications. This approach turns abstract updates into relatable narratives, motivates engagement, and helps colleagues understand why a change matters to them specifically.

• “We’re rolling out a new technology because…” immediately becomes stronger when you explain, "...to help teams like yours complete project reviews in half the time, freeing up hours for actual delivery."

• Sharing real stories from within your organization—like a team who solved a pain point by adopting the new process—makes the message relatable and memorable.

Find out why 1M+ professionals read Superhuman AI daily.

In 2 years you will be working for AI

Or an AI will be working for you

Here's how you can future-proof yourself:

1. Join the Superhuman AI newsletter – read by 1M+ people at top companies

2. Master AI tools, tutorials, and news in just 3 minutes a day

3. Become 10X more productive using AI

Join 1,000,000+ pros at companies like Google, Meta, and Amazon that are using AI to get ahead.

Sign up and start learning AI

_{Individual Preferences and Audience Diversity}

Not every style of communication or presentation will resonate with every person. The same talk that feels profound to one may feel irrelevant to another. However, the consistent themes that matter are:

• Openness and Authenticity: Sharing your own perspective and experiences, knowing not everyone will agree, is natural and healthy in any team or leadership setting.

• Human Connection: Audiences appreciate honesty and vulnerability. Admitting when you’re not at your best, as in when a speaker pauses for a glass of water or needs a moment, often invites respect and support, not criticism. This humanity builds deeper trust. Charlotte experienced this first-hand.

_{Who Benefits From Communication Skills?}

Effective communication and copywriting skills benefit all levels:

• Leaders and Executives: Engaging teams with updates, managing change, and setting vision.

• Project Managers: Reporting progress, articulating challenges, and aligning stakeholders.

• Team Members and New Starters: Sharing insights, asking questions, and growing confidence.

• Apprentices and Early Career Professionals: Practicing concise speaking and developing their unique voice.

• Cross-Cultural and Multilingual Contexts: Communicating clear ideas—even in a non-native language—hones universal skills that translate to better clarity and empathy in one’s own language.

_{The Role and Art of Copywriting in Teams}

Copywriting isn’t just for marketers—it’s a crucial leadership skill that powers everything from project updates to internal memos. Here’s why it matters:

• Clarity and Persuasion: Well-crafted copy distills complex ideas and makes them relatable to different audiences.

• Narrative Building: It helps shape the story of a project or initiative, turning raw data or updates into a compelling narrative that motivates teams.

• Influence and Trust: Consistent, purpose-driven messaging builds credibility and helps create advocates within and beyond your immediate sphere.

_{Guidance for Effective Copywriting in Your Role}

Tips for Leaders, Managers, and Team Supporters:

• Start With the “Why”: When updating your team or sharing progress, anchor your message in purpose. Why does this matter? Why should the reader care?

• Keep It Concise: Use short paragraphs, bullet points, and clear headings. Make it easy for people to absorb key messages quickly.

• Make It Relatable: Use stories, examples, or analogies that your audience will understand and connect with.

• Call to Action: Close updates by inviting feedback, questions, or actions. Engagement increases when people know what you’d like them to do next.

• Edit Ruthlessly: Read aloud to check for clarity and flow. Remove jargon and ensure your message is accessible to everyone.

• Be Human: It’s okay to acknowledge challenges, ask for patience, or celebrate small wins in your writing—people relate to real emotions and situations.

_{Summary: Essentials for Communication and Copywriting in Team Roles}

_{Copywriting Tactics for Leaders}

• Grab attention early: Lead with relevance. “Why does this matter to you, right now?”

• Paint a picture: Use specifics, not just features (“Imagine automating your timesheets in two clicks, and getting paid faster”).

• Show the journey: Acknowledge challenges. Bring people along by sharing small wins and milestones, not just the end goal.

• Speak to real needs: Address what’s unbearable with the status quo, and what life looks like after change.

• Vary your evidence: Blend stats with stories, data with testimonials, for a 360-degree appeal.

• Keep it concise and human: Short paragraphs, clear calls to action, and a conversational yet professional tone.

_{A Proven Structure: Problem–Agitate–Solution (PAS)}

This classic framework helps craft persuasive copy for any situation:

1. Problem:
   Identify a key issue or obstacle your audience is facing.
   “Struggling to communicate an upcoming organizational change?”

2. Agitate:
   Highlight the consequences or emotions tied to that problem.
   “Getting it wrong could damage morale or invite costly litigation.”

3. Solution:
   Present yourself, your product, or your service as the answer.
   “With over ten years’ experience in change management, I’ve guided organizations through transitions smoothly and successfully. Let’s discuss how I can help you, too.”

This approach is more compelling than simply stating your job title or listing what you do.

Personal branding isn't just a buzzword—it's your professional reputation. In today’s noisy digital environment, with billions of pieces of content published daily, a clear, authentic identity sets you apart.

_{Why It’s Crucial:}

• Differentiation: Helps you stand out from generic competition.

• Trust: Builds credibility with your network and potential clients.

• Recall: Makes you memorable when others need your expertise.

• Opportunities: Attracts the right collaborations, clients, and roles.

_{How to Discover and Build Your Personal Brand}

1. Reflect on Your Journey:
   Look back at your career, key experiences, what you enjoyed, and what stands out as a common thread.

2. Define Your Values and Interests:
   What do you care about and prioritize, both inside and outside of work?

3. Choose Your Preferred Communication Methods:
   Do you love to write, speak, or meet face-to-face? Lean into formats that feel natural.

4. Engage in the Right Communities:
   Which causes, events, or networks align with your personal and professional interests?

5. Combine the Elements:
   Your brand is the sum of your experiences, values, activities, and personality traits in a business context—not just a logo or tagline.

_{Tips for Sustaining an Effective Personal Brand}

• Be Consistent: Regularly show up on your chosen platforms with your authentic voice.

• Show, Don’t Just Tell: Share your work, case studies, or customer stories that highlight real impacts.

• Adapt and Test: Don’t be afraid to try new channels or content types to see what resonates.

• Nurture Relationships: Move beyond transactional interactions; create meaningful conversations and foster ongoing engagement.

_{Reframing: From Brand to Personality}

Rather than fixating on the term "personal brand," it's often your personality that truly sets you apart. While titles and industry jargon might obscure what makes someone unique, your personality is unmistakably yours. It shapes not only professional perception, but also the impact and legacy you leave—whether among colleagues, clients, or within your broader network.

• Essence over titles: Rather than worrying about what a "copywriter" or any other professional title means, focus on the blend of experiences, preferences, and ways of working that make you, you.

• Details paint the picture: Your career highlights, favorite moments, and even the types of networking events you gravitate to, all contribute to your outward personality.

• Personality in context: For example, Charlotte’s preference for relaxed, social networking (dining experiences, events at venues) versus more structured formats showcases her personality in action and shapes how others perceive and connect with her.

_{Capturing What Makes You Unique}

Try these approaches to uncover and show your unique value:

• Record your reflections: Use a notepad, digital recorder, or even phone interview questions with yourself to capture career highlights, important numbers (years in industry, clients served), and favorite experiences.

• Share your story: Post content that reflects different facets of your work and interests—photos from varied events, stories about pivotal projects, or lessons learned from career milestones.

• Show, don’t just tell: Demonstrate your approach and personality through real-life examples, not just formal bios.

_{Action Over Perfection}

The conversation closes with a universal message:

• Start, even if you’re nervous. The more you write, speak, or share, the more your ideas and confidence will grow.

• Iteration is key: You can’t refine what’s still in your head. Express your thoughts, then shape them over time.

• Everyone evolves: With practice, you’ll develop your own voice—and that's where your real influence and fulfilment begin.