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What is a copywriter?

‘Copywriter’ is an advertising industry term for a word-worker. Someone who comes up with sales communication concepts, then puts together the required words.

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Mastering the dark art of SEO

Search engine optimisation helps people find your site when they’re searching for your products or services. Get it right and your site will show near the top (or even at the top) of organic search results.

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Content writing for websites

An experienced web writer can give your website a valuable competitive advantage

Brand stories, names and tag lines

A bespoke wardrobe of carefully chosen words to build your existing or new brand

Case studies for every purpose

Compelling solution-meets-challenge evidence of product or service success

Newsletters and news articles

Journalistic stories written to be relevant and engaging for a specific audience

Get your words working harder


We work with businesses and organisations that want quality written content. Our clients recognise that copywriting isn’t a commodity, like electricity or petrol. It’s an art form.


Every word you use to communicate with existing customers, potential customers or employees can take you a step closer to your objective. It’s our mission to help you use the right words.

Effective copywriting emphasises the ‘what’s in it for me’, so your target audience keeps on reading. Driven by self-interest, they stay engaged and you have the opportunity to convince, persuade or educate.

We’re great with words, but most importantly we’re really good at seeing through the audience’s eyes. By slipping into their shoes, we can create the benefit-driven messages they want to hear. A copywriter or web writer should be part communicator part empath – we’re not writing copy for you, we’re writing it for the people you want to influence.

Did you search for Auckland copywriter, freelance copywriter, web writer or content writer? When you get in touch, we’d love to know the search phrases you used to find us.

Jo Joiner has been helping Working Style with made-to-measure words for a number of years. She gets our brand, understands our customers and has the versatility required to write for a range of communications, from direct mailers and newsletters to website content and brand stories for new collections.

Chris Dobbs

Managing Director, Working Style

I have worked with Jo on and off since we first worked together at Saatchis. Jo is completely comfortable crafting words as well as working with a client to get clarity into what needs to be written in the first place – and this is a rare and valuable talent.  No question one of the very best writers I have worked with.

Martin Grant

Strategy Director, DNA

I have had the pleasure of working with Jo Joiner on a number of writing, advertising and brand related projects in the more than 15 years we have known each other. Jo is a brilliant thinker, and she has a magic way of weaving all the threads to create a compelling and relevant message or story. She thinks on her feet and her energy and creativity make work always feel great fun.

Annabel Langbein

Celebrity cook, food writer and publisher, Annabel Langbein

I used Word Joiner to write our new website. I’d written all the text for the various pages but found it didn’t have a style or a clear and coherent message. It was a relief to have found Murray and after an initial meeting he came back a week later with succinct blocks of text that met the brief.  He ‘got’ what we were about first time and delivered quickly, enabling me to get the website finished. I would highly recommend Word Joiner and will continue to use them whenever I need copy.

Gina Collins

General Manager, Image Glass

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