This episode features the wonderful Kate Higham. Kate is a Freelance Copywriter, Content Writer & Brand Storyteller. She talks about how she comes in, identifies a business' voice and helps build a powerful marketing message. She talks about building a word bank and creating brand identities, using McDonald's short sensory words and Brown Thomas luxury rich copy as perfect examples. She talks about her go-to softwares including Grammarly, Hemingway and Hotjar. This is an episode perfect for anyone who wants to understand website copy at the highest level.