• A photo of the orange symbolising how the brand name 'Orange' came about

    How Do Brands Come Up With Their Names?

    Here’s a look at the origins of some of the world’s best known brand names – and the inside knowledge (yes, from me) on how one of them came to be. Never get caught out in a pub quiz again …

  • Photo of Patrick Mills, Director of Membership and Professional Development at the IPA

    What Does Creativity Mean To You: The IPA Director

    I interviewed Patrick Mills, Director of Membership and Professional Development at the IPA, on how creativity in UK ad agencies has changed and how the IPA helps shape the future of advertising.

  • Angry man on phone saying " I need it yesterday"

    How Long Does It Take To Create A Website?

    You can’t create a good website overnight: quality takes time, but how much time? Discover what your web developer and/or copywriter need to do with this simple guide, and just how long things may actually take.

  • Photo of Tim Irwin, CEO of Essence and the subject of this blog about him

    What Does Creativity Mean To You: The Media Agency CEO

    Continuing my series on creativity, I interviewed Tim Irwin – CEO of data analytics agency, Essence – who has just been crowned as Campaign’s Media Agency Head of the Year for 2020. 

  • 5 Tips For Writing Shorter Copy

    Here are my top five tips for shorter copy. These copy shortcuts will help you minimise the amount you write yet maximise the quality.

    Hemingway, here you go …

  • How To Write Emails That Get Noticed, Opened, Read & Clicked

    Did you know that 4 out of 5 marketing emails are ignored? Discover how to write emails that get opened with my simple copywriting tips for subject lines, pre-headers, body copy and CTAs.

  • Caroline Gibson's animation promo

    Don’t Shoot, Just Draw. The Beauty Of Animation Right Now.

    With COVID-19, animation has been an obvious way forward for the film and advertising industries. Spend a little or a lot; you need a strong idea. And, as I’m all about words and ideas (my desert island book would be Roget’s Thesaurus), I commissioned two young creatives to bring this essence to life. 

  • Wrong way sign to illustrate Caroline Gibson's blog about common freelance copywriting mistakes

    14 Mistakes To Avoid As A Freelance Copywriter

    I admit it: I’ve made some freelance faux pas in my time. Here are 14 common freelance copywriting mistakes that are easily made – and how best to avoid them.

  • A Lego rocket as an image of boosting social media activity in Caroline Gibson's blog

    Simple Social Media Tools To Make Life Easier And Boost Business

    Does managing your social media make your head spin? Why struggle when you don’t have to juggle? These simple social media tools will help you see a clear way ahead rather than a brick wall – and help your business take off.

  • Photo of hand in sea holding sparkler to illustrate blog on how copywriters can start creative during Coronavirus

    How Are Copywriters Coping During Coronavirus?

    For many freelance copywriters, working from home is the norm. Except there is no norm now. I interviewed four copywriters in different work situations about how COVID-19 is affecting them, and what they’re doing to keep their work flowing and creative juices running.

  • Person in bear costume on bench as visual metaphor for a disguised employee for blog about IR35

    What Does IR35 Mean For Freelance Copywriters? (And Are You A ‘Disguised Employee’?)

    Does IR35 affect you as a freelance copywriter? Discover what it means, how it may affect you, and how to work out whether or not you’re a ‘disguised employee’.

  • Graffiti saying 'Al we need is more likes' to illustrate Caroline Gibson's copywriting blog on social media engagement

    How To Engage Your Audience On Social Media

    Social media should be about telling, not selling. How, where and when can you connect with your audience if planning a social media engagement strategy?

  • Photo of a Martini cocktail for Caroline Gibson's blog about the language of cocktails

    The Naming Of Cocktails

    Admit it. Who hasn’t experienced an inner teenager smirk – or squirm – when asking a mixologist for a Slow Comfortable Screw. When it comes to cocktail names, anything still goes. Here’s a light-hearted pre-Christmas look at how some got their names.

  • Victoria’s Secret poster deliberately using wrong apostrophe and ignoring the rules of grammar

    Has Ignoring The Grammar Rules Become The Rule In Advertising?

    As far as ad agencies are concerned, the rules of grammar and spelling are there to be broken. Playing with the rules of grammar, when done correctly, can result in powerful writing … but not understanding the rules simply leads to sloppy copy.

  • Charlotte Cunningham - '24 Months' winning work for the D&AD New Blood Awards 2019

    What Does Creativity Mean To You: The D&AD New Blood Awards Winner

    Having judged the D&AD New Blood Awards giffgaff brief earlier this year, I was hugely curious to interview its Yellow Pencil award-clutcher, Charlotte Cunningham, about her idea and the difference that winning has made to her so far.

  • B&W photo of a girl writing for Caroline Gibson's blog on differences between copywriting and blogging

    What’s The Difference Between Copywriting And Blogging?

    Essentially, blogging and copywriting are about words and ideas? Right. And about making a topic interesting to read? Right? So if you can write articulately, you can be both? Wrong. Here’s a quick guide to six differences between a blogger and a copywriter.

  • How To Deal With Freelance Copywriting Project Delays

    Ever spent time waiting for feedback on a freelance copywriting project? Waiting? And waiting? And waiting? Don’t let project delays get in the way. Here’s how to handle those hold ups, hiccups and headaches.

  • Photo of Gennaro Castaldo, director of communications at BPI and The BRITs organiser

    What Does Creativity Mean To You: The BPI & BRITs Spokesperson

    In my sixth blog on creativity, I quiz Gennaro Castaldo, Director of Communications at the BPI, about the challenges facing the British music industry and who’ll win at The BRITs 2019. (How much does he give away? See for yourself …!)

  • A black and white photo of a beautiful girl's face used in Caroline Gibson's aesthetic marketing strategy blog

    Part 2: How To Market Your Aesthetic Clinic Or Medi Spa Successfully

    Ten key channels to consider for an aesthetic marketing strategy to help your clinic or practice stand head, shoulders, knees, toes, tummy and legs above the rest.

  • Cartoon showing receptionist at aesthetic clinic with In tray and Trout tray for Caroline Gibson's aesthetic marketing blog

    Part 1: How To Market Your Aesthetics Clinic Or Medi Spa Responsibly

    Aesthetic marketing and advertising must be ethical for your practice or clinic to be successful – patient trust has to be earned not bought. But how? There are things you can’t say (quite a bit), things you can say (not a lot) and a rather grey area in between.

  • Photo of US green traffic light for Caroline Gibson's blog on the importance of knowing the right answers to freelance copywriting conversation starters by clients

    9 Freelance Copywriting Client Conversation Starters/Stoppers And How To Deal With Them

    Most freelance copywriting clients are very professional in the way they approach you and work with you. They’re gems and absolute delights. But there can be some who start a conversation in a way that makes you want to end it. Right. There.

  • Photo of Gina Martin, the social media writer campaigning against upskirting, discusses how she has used social media to make upskirting a criminal offence

    What Does Creativity Mean To You: The Social Media Influencer

    In my fifth blog on creativity, Gina Martin discusses how she’s harnessed the power of social media to promote her upskirting campaign and make this a criminal offence in England and Wales.

  • How A New ‘Client’ – Alex Jones At The Wildlife Studio – Tried Scamming Me

    Words of warning to all freelancers, copywriters, bloggers, digital experts … As ever, if something is too good to be true, it really is too good to be true.

  • Photograph of a robot's metallic face in Caroline Gibson's copywriting blog about AI robot writing and whether human freelance copywriters will ever be replaced by AI robot writers and what advantages artificial intelligence has over human intelligence for writing copy.

    Could A Copywriter Ever Be Replaced By An AI Robot?

    How much cheaper is it for clients to use an automated copywriter or an AI robot writer instead? Could Caroline Gibson ever be replaced by Caroline Gibbot? Well, there are some alternatives …

  • A photo of Sally Cookson, theatre director, in Caroline Gibson's freelance copywriter blog on what creativity means to her - as Sally's latest productions launches: A Monster Calls at The Old Vic

    What Does Creativity Mean To You: The Theatre Director

    To continue my series on creativity, I interviewed Sally Cookson – director of A Monster Calls at The Old Vic – to discover why she was inspired to direct this and how she works collaboratively – but what will she do about the play’s tree???

  • Photo of Toby Lewis, blockchain, cryptocurrency & ICO guru and CEO of Novum Insights, for Caroline Gibson's freelance copywriting blog

    What Does Creativity Mean To You: The Blockchain Guru

    The third in my blog series on creativity: Toby Lewis, blockchain guru and CEO of Novum Insights, discusses the opportunities beyond fintech for blockchain, cryptocurrencies and ICOs.

  • Photo showing Emma Hoskyns, ITV producer behind the Royal Wedding 2018, in Caroline Gibson's blog on what creativity means to her

    What Does Creativity Mean To You: The TV Producer (Royal Wedding)

    Ever considered how much planning and creative thinking goes into a major TV broadcast? Read my interview with Emma Hoskyns, Head of Special Events for ITV News at ITN, who was in charge of the ITV coverage of Prince Harry and Megan Markle’s wedding.

  • Which Would You Prefer: A Copywriter Who Writes? Or A Copywriter Who Thinks?

    The (real) story of two clients who recently contacted me around the same time when looking for a strategic copywriter. I chose to work with only one of them: discover why …

  • Photo of composer Simon Slater, featured in Caroline Gibson's blog on creativity: part 1

    What Does Creativity Mean To You: The Composer

    The first in my series of blogs on what creativity means to people blazing the way in their particular field. In this, I interview Olivier Award and Ivor Novello Award-nominated composer: Simon Slater, recently Musical Director of Amadeus at the National Theatre.

  • Orange title saying How To Rewrite Web Copy to introduce Carolin Gibson's video about how to edit web copy

    How To Edit A Client’s Website In Your Browser

    View my video to see how different copy styles can transform a website. And to discover a simple (non-permanent) secret to make copy changes direct to a website, read on. It’s a great little trick to show copy edits or suggestions for copy improvements to clients.

  • A photo of an illuminated question mark at the end of a tunnel to illustrate the theme of freelance copywriter Caroline Gibson’s blog about typical copywriting question she is asked, especially on how much are her copywriting rates or how much she charges for copywriting services.

    ‘How Much Are Your Freelance Copywriting Rates?’ + 15 Other Copywriting Questions I’m Often Asked

    ‘How much do you charge?’ ‘Do you only work on big brands?’ ‘Are you available now?’ ‘Can you recommend a good graphic designer?’ The answers to sixteen typical copywriting questions – summarised in one tidy place.

  • Black and white photo of a boy shouting into a microphone as a visual analogy for voice search and what VEO is, as explained in freelance copywriter Caroline Gibson’s blog

    What Is Voice Search? And Why Will VEO Be As Important As SEO?

    Siri, Google Voice Search, Amazon’s Alexa-enabled devices, Windows Cortana and Baidu are on instant hand to solve your head-scratcher in a nano-second. Voice search is increasing in importance to organically boost your website position – read my tips to help with your VEO.

  • A sign saying Hi Beautiful to introduce freelance copywriter Caroline Gibson's blog about non-surgical aesthetics clinics and beauty brands and the importance of creating a unique tone of voice to help them stand out

    Non-Surgical Aesthetics And Beauty Brands: Copywriting Art Or Science?

    As more non-surgical aesthetics clinics open their doors and beauty products fight for shelf space, the quest for creating a unique difference becomes harder … contact an experienced copywriter who doesn’t mind a few fine lines – facially or creatively.

  • Photo of a row of dogs behind fence ranging from white to gold to show the point in Caroline Gibson's tone of voice and copy style article that you can stand out in a crowd and in your business tone of voice

    What Is Tone Of Voice In Copy And Why Does It Matter?

    Making your business stand up and stand out can’t be achieved by an eye-catching logo, snazzy typeface or wow name alone. Articulating your brand distinctively and consistently through the right shade of tone of voice is also essential. After all, why be bland with vanilla for your brand when you can stand out with gold?

  • This is an excerpt from Rpbert Bringhurst's book 'The Elements of Typographic Style' to explain what is meant by widows and orphans in freelance copywriter Caroline Gibson's blog about the dying craft of typography in advertising

    Typography In Advertising: Is The Craft Dead Or Alive?

    Once upon a time, there were typographers in ad agencies; now there are heads of design. Once upon a time, copywriters would be asked by art directors to add a few words to copy or edit them out to avoid unnecessary spaces; now there are lazy widows and lonely orphans everywhere. What’s happened to the craft of typography in advertising?

  • How To Write Short Copy – And Keep It Sweet

    Writing short clear and concise copy should be just like packing for a holiday abroad: light, simple and a breeze. Wouldn’t you rather have an engaging, gossamer-light ad, brochure or website instead of a Ryanair excess baggage-laden one? Here’s how…

  • This visual of lots of words related to digital marketing and the internet includes digital terms and names such as Facebook, Google +, Content, YouTube, Data, Flickr and Wordpress to show how much opportunity there is for digital marketing, as discussed in Caroline Gibson, freelance copywriter's blog about the impact of digital marketing on branding and creativity

    Has Digital Marketing Killed Off Branding And Creativity?

    How has the Internet changed things for marketing and branding? Is being at the top of the first page of Google more important than anything else today? Or do we need to concentrate on brand building for success long term? I interviewed Chris Bullick, MD of The Pull Agency, for some invaluable industry insights and perspectives.

  • BAFTA logo picture on Caroline Gibson's showcase page which links through to her work for BAFTA Guru in writing their tone of voice guidelines and ad campaign

    My Top 5 Freelance Copywriting Highlights Of 2016

    You learn about so many different things as a freelance copywriter that you sometimes feel like a walking encyclopaedia. I worked on some brilliant projects in 2016 – too many to mention, but here are a few things that stood out for being challenging, exciting, informing or simple fun.

  • The difference between types of writers and a creative copywriter, as shown by one different door among other doors

    What Is A Creative Copywriter?

    Ever wondered about the difference between a creative copywriter and a copywriter? Or what a content writer or SEO copywriter does? The term ‘writer’ comes in a number of guises (let’s not forget PR writer or journalist), so what are the talents required and which kind of writer is right for your needs?

  • An apple on books in front of a blackboard is used as an image in this blog about a teacher interested in how to become a freelance copywriter

    ‘How Do I Become A Freelance Copywriter?’

    I was recently contacted by a teacher thinking of switching to becoming a freelance copywriter. Did she need agency experience? What were the pros and cons? Should she work for free initially? To give her a second point of view, I collaborated with another copywriter: Tristan Cardwell. Here’s the advice we gave…

  • Photo of a man in a suit which is a private male escort client, which links to the blog by Caroline Gibson about her work with him when writing a website for his elite escort services

    I Spent Time With A Male Escort (aka Confessions Of A Freelance Copywriter)

    Spending time with a private, straight male escort and researching into his world….creating the copy and tone of voice for his website that’s just the right side of naughty….writing the FAQs in a way that says not very much yet says it all…yup, life as a freelance copywriter is certainly never, ever dull. Sometimes the small copywriting projects can be the most fun – this one was no exception.

  • Illustration of a frog wooing a mouse as a metaphor for wooing business clients in creative pitches for a successful client pitch

    What Makes A Great Client Pitch? Julia Gorrod, ISBA, Reveals All….

    So, what’s the best way to go about wooing and winning a new client? An all-singing, all-dancing creative pitch? Or some hard truth strategic insights? What are the industry secrets to nailing that advertising pitch? I interviewed Julia Gorrod, from ISBA’s Agency Relations and Consultancy Department, to discover what to do – or not – for client pitch success.

  • This cartoon of a woman at her desk with invoices and outvoices illustrates the point that it is important not to let unpaid invoices stack up as a freelance copywriter

    My 11 Tips To Keep Your Freelance Cash Flowing

    One of the hardest things about being a freelance copywriter is the lack of regular income. However, there are ways around this so that you can avoid the dreaded freelancer’s drought and keep those financial wheels turning over smoothly. Based on my years of experience, here are eleven juicy snippets of advice that I hope may help you.

  • Picture says If you think it's expensive to hire a professional wait till you hire an amateur. It means it's a false economy to hire a cheap freelance copywriter and is used to make the point in Caroline Gibson's blog on How to find the right freelance copywriter 

    Looking For A Freelance Copywriter? Here’s How To Find The Right One

    The tighter the question, the tighter the answer – it’s the same when looking for a freelance copywriter. Be specific about what you need and save yourself hours trawling or being bombarded by irrelevant responses. These ten tips will help you pinpoint the right copywriter to help with whatever you need.

  • Nike ad with basketball player with line saying We are all witnesses. Good example of an ad that didn't need a strapline as the brand is so established

    So, What’s The Difference Between A Headline, Strapline, Tagline And Slogan?

    Art directors say ‘headline’. Designers say ‘strapline’. Americans say ‘tagline’. Consumers say ‘slogan’. Hmmmm, is it really as straightforward as that? Don’t be confused – discover the difference for once and for all.

  • photo of my father as a baby for my post on how to write a eulogy

    How To Write A Eulogy

    It’s been a sad, sad past few weeks. Not just because of the passing of Bowie and Rickman but also because I lost my dad in December. I’ve written many things over the years but never a funeral speech. How do you condense 88 years into two minutes?

  • Visual of a clip taken from a TV commercial for MyHeritage by London copywriter Caroline Gibson as one of her work highlights

    Copywriting Highlights Of 2015: My Top Twelve

    In 2015, I worked with all types and sizes of client from a male escort to a cremation jewellery company to Courvoisier. In no particular order, these are the clients and projects that were the marshmallows on my hot chocolate last year…

  • photo of a red editing pen showing the importance of deleting unnecessary words as one of the Image showing a typewriter with the words 'what's the secret' and the answer lies in this blog by Caroline Gibson with 10 simple tips for writing copy

    10 Simple Tips For Writing Copy

    Want to turn OK copy into good copy? Or just know how to start? Writing copy isn’t easy. Writing good copy is, well, hard (or should that be a colloquial ‘Writing good copy is well hard’?). These 10 copywriting tips will help.

  • 10 Copywriting Lessons Learned From 25+ Years As A Copy Pro

    Some problems crop up time and time again with freelance copywriting, so I hope these tips and suggestions will be the paracetamol to your frequent headaches. Here are 10 lessons I’ve learned.

  • This photo shows the Star Ship Enterprise from Star Trek because of Captain Kirk's famous phrase as an example of split infinitives

    Split Infinitive Examples: To Split Or Not To Split, That Is The Question

    Do you recoil in horror at a split infinitive? Maybe you’re not even sure what one is and need a quick split infinitive definition? Avoid those conundrums, headaches and head scratching with my quick and easy guide!

  • Visual of buses along Oxford Street to show that Creative copywriting briefs often come all at once, just like buses, so knowing how to juggle them is one of the essential copywriting skills

    The Skills Every Successful Copywriter Needs

    I’m not talking about the ability to nail a client brief or punctuate to perfection or have a knowledge of alternative words to match Roget’s Thesaurus or a few D&ADs gathering dust on the mantelpiece. No, I’m talking about the everyday realities of copywriting life.

  • It’s vs Its

    When do you use It’s and when do you use Its? It’s a common head-scratcher but that tiny little apostrophe makes a universe of a difference. Read on and hopefully the clouds will part and the fog will lift. (You know what I mean.)

  • Photo of a large hammer as a last resource in how to get clients to pay on time

    The Secret To Getting Clients To Pay On Time (And What To Do If They Don’t)

    It’s the first of the month: which clients have settled your invoices – or not? Frustrating, isn’t it? As a freelance copywriter, I’ve had to take several clients to court. Here’s what to do…

  • Daisy in a lawn looking fresh to show that writing web content must always be fresh, which is a tip from Caroline Gibson's blog on how to choose SEO keywords

    Freelancers: How To Choose SEO Keywords Without Head Scratching Or Swear Words

    You know that feeling of trying to untangle a kite string? It looks pretty straightforward but the more you attack it, the knottier the problem gets? Well, doing SEO keyword research to boost your site on Google needn’t be like that.

  • Screenshot of a top website set up by one of the UK's top women in business

    Women In Business: Top Tips From Three Successful Female Entrepreneurs

    Having written the website and literature for the second year running for Wandsworth Enterprise Week, I was on a mission to have an office jail-break and actually hear some of the inspiring business talkers I’d written about.

  • How To Freelance As A Copywriter

    Mention the word ‘freelance’ and people assume a life in which you take the whole of August off and spend your days in pyjamas resorting to daytime TV. Here are ten things you need to consider if you really, really want to be a freelance copywriter.

  • Working From Home 9 – 5. Or Not, Maybe?

    Does working from home ever mean nine to five? The big plus to being a freelance copywriter is that you can work just about anywhere and any time. But the big (and I mean BIG) downside is letting clients know when ‘any time’ starts and stops.

  • Cartoon showing William Shakespear and a funny adaptation of his line To be or not to be, that is the question which is written as To blog or not to blog, that is the question. This is used in a blog by copywriter Caroline Gibson about the importance of social media in Stack of coins to show that you must know where to spend your marketing budget when choosing most important marketing communication channels

    Marketing Communication Channels – Where Is As Important As How

    Clients often ask me how to make their advertising work harder for them – not just in terms of words but also £££. Here are the two key areas to consider when choosing the right communication channel to build your business and boost your bucks.

  • Visual of one red key with a white heart on a keyboard as a metaphor for showing copywriting clients that you appreciate them

    Keep Customers Coming Back And Loving You

    What makes a customer want to come back for more? The more unique and personalised your business communications and , ultimately, your relationship with your customers, the more they’ll want to come back. Again. And again. And again.

  • Photo of an open thesaurus and magnifying glass as an example of one place to look for inspiration in how to choose a brand name

    How To Choose A New Company Name (And Avoid Head Scratching)

    Choosing a catchy new company, product or brand name is one of the most important business decisions you’ll take. You need one to help you stand out from the crowd and summarise your brand and values – all in just one or two words. Discover how…

  • My Mighty Rice Client Has Won A Mighty Nice Award

    Hoorah! My Mighty Rice client has won an award in The Dieline Package Design Awards – a worldwide competition devoted to the art of brand packaging based on quality of creativity, marketability and innovation.

  • How Can A Freelance Copywriter Stop A Brand Being Bland?

    Is your brand tired, dull, flabby and, er, bland? Being a freelance copywriter is isn’t just about clever words and ideas. It’s about understanding how a brand works, demonstrating strategic thinking and providing fresh perspective.

  • A Mighty Fine Product With A Mighty Fun Name Launches

    I’ve been transported to the lush island of Mauritius several times since May. Sadly not in person, but by email and Skype while working on the launch of Mighty Rice. This was a great project to work on, right from the start, with a motivating client brief…

  • Visual of Freybors logo

    Fresher Than Fresh: Freybors Brand & Website Launch

    It’s always lovely to see a new company get off the ground, none more so than my client: Freybors. Freybors is a unique idea that embraces all the power of group buying with all the convenience of delivery in your area, with market-fresh fruit and veg delivered within 24 hours.

  • Be Nicer To Other Londoners

    You may recall the blog I posted in August after spotting that my post box in Kew had been painted gold, with the intriguing message ‘Be nicer to other Londoners’. My attention was caught today when I spotted the message again on a local traffic bollard. What on earth…?

  • The New Unicorn School Prospectus Is Out!

    My reading material lately has largely consisted of school prospectuses. And what wallpaper they are – dull, dull, dull. In creating the new Unicorn School prospectus, I decided to make it full of magic moments…

  • ‘How Kissable Are You?’ Asks Martini

    My attention was caught this weekend by a big, bold ad for MARTINI, which carried the headline ‘Kisser casting’. The stylish Italian brand is looking for men age 25+ to star in their next TV ad. Clever ad stuff indeed.

  • Why Is The Post Box In Kew Village Now Gold?

    The post box in my village is now gold – how, what, when, why? Has the Royal Mail changed its brand identity overnight? Is it an post-riot statement of defiance by the dinner party classes of Kew? Anyone know the answer?

  • Short, Sweet, Stylish – My New Website For Kiosk Productions

    Kiosk Productions is a photographic production company set up by Sabina Spaldi, Mario Testino’s former producer. They’d created a very simple yet stylish and evocative website and needed content to reflect their unique fashion element. See what I did…

  • What’s Stunning, Creative And Curvaceous? A Marazzi Design Kitchen, Of Course

    My client at Marazzi Design Kitchens was keen to create stand out for his kitchen company and reflect just how unique his designs are. Discover how I created a tone of voice and content to make these kitchens hotter than hot…

  • Illustration of a bee holding a blackboard saying ABC for a blog by Caroline Gibson about words commonly misspelt

    30 Commonly Misspelt Words In British Business

    Call me old fashioned, but I hold tip-top spelling in high esteem. A wrongly spelt word has the same effect as nails screeching down the blackboard. Here are the 30 frequently misspelt words in business and tips to separate ‘seperate’ from ‘separate’ etc etc!

  • Could My Client, Louise Selby, Design Kate Middleton’s Wedding Dress?

    Kate Middleton engaged at last! It’s being predicted that she will wear a demure, high necked, lace couture gown – all those boxes are ticked perfectly by award-winning wedding designer Louise Selby. Could she be the chosen one?