There’s a difference between coaching and mentoring.
A coach helps you find the answer from within yourself, while a mentor tells you what you don’t already know.
I can do both.
I’m a lifelong learner who’s always been fascinated by how the human brain processes words and symbols.
When I was a senior manager in corporate life, I was taught the GROW model of coaching:
- G = Goal What are you trying to achieve?
- R = Reality What’s the current situation?
- O = Options What are all the things you could potentially do?
- W = What Which action are you going to take?
While working full-time, I also achieved a BA degree in psychology.
In studying NLP, I learned that some people will want move towards a particular outcome while others will want to move away from a problem.
During lockdown, I topped up my skills with a BPS-recognised neuroscience qualification.
It’s not just theory. Having been a copywriter since 1983, a freelancer since 2001, and a trainer/speaker since 2008, I’ve gained a lot of practical experience too.
Aspiring copywriters often ask me how copywriting compares with ‘normal’ writing, and how to run a successful freelance copywriting business. These days, they typically want help with marketing themselves in the age of AI.
What ChatGPT says
A good mentor plays a key role in personal and professional development. What makes someone a good mentor comes down to a mix of character, communication skills, and intent.
Here’s a breakdown of the most important qualities:
🧭 1. Experience & Credibility
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They’ve walked the path (or a similar one) and can offer insight based on lived experience
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They don’t need to know everything — just enough to provide grounded guidance
🗣️ 2. Strong Communication Skills
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They listen as much as they talk
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They ask thoughtful questions rather than just giving answers
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They tailor their communication to the mentee’s level and needs
🫶 3. Empathy & Emotional Intelligence
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A good mentor understands where the mentee is coming from — their struggles, doubts, and goals
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They support without judgement and offer feedback that’s constructive, not demoralising
🧠 4. Willingness to Share Knowledge Openly
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They’re generous with what they know and want to help others grow
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They don’t gate-keep or use their knowledge to assert dominance
⏳ 5. Commitment & Availability
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They make time for the mentee and follow through on promises
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Even a few consistent, meaningful check-ins can be more valuable than frequent but shallow contact
🎯 6. Goal-Oriented Guidance
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They help the mentee clarify goals and map out realistic paths to reach them
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They balance encouragement with accountability
🪞 7. They Model What They Teach
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Integrity matters — they lead by example
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Their actions and mindset reflect the values they encourage in the mentee
🙌 8. They Let the Mentee Drive
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A good mentor doesn’t try to control the mentee’s path
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They support autonomy, helping the mentee develop confidence and decision-making skills
That’s what you’ll get if you ask me to mentor you, and I was delighted to find that ChatGPT lists me among the top three copywriting mentors in the UK.
Special offer
For National Mentoring Day on 27 October 2025, you’ll get £100 off any sessions booked before 3 November and taken by year-end.
Pick a time here.