After twelve weeks of travelling, you’d think copywriting was the furthest thing from my mind, but returning to work has revealed some surprising lessons learned between dodging tuk-tuks and lounging on white-sand beaches.
I’ve returned from Thailand and Vietnam with an extra suitcase full of clothes, a phone full of photos – and perhaps less predictably – some new perspectives on communication.
I didn’t expect my sabbatical to sharpen my copywriting instincts, but that’s exactly what happened. Here are a few unexpected lessons I picked up along the way.
1. Simplicity wins
Everywhere I went, from Bangkok to Ho Chi Minh City, I spotted signs and menus written in patchy English – sometimes charming, sometimes hilarious. But despite the slap-dash phrasing, the message always landed. From “no shoe, no entry” to “noodle soup here the best” the meaning was unmistakable, not to mention memorable. The success of broken English in melting-pot cities reminded me that the most effective copy doesn’t need to be clever or complex – it just needs to connect. Strip it back to what matters most to get your message across.
2. Vocab is a secret weapon
At the risk of sounding incredibly nerdy, synonyms are a superpower. There were countless moments abroad when I had to try three or four different versions of a word or phrase to get my meaning across – whether I was ordering a banh mi, booking a bus, or asking the way to a market. It made me appreciate the value of a well-stocked vocabulary. In copywriting, being able to choose the right word for your audience can be the difference between a message landing or falling flat.
3. Flexibility is the best plan
Before I embarked on my South East Asian adventure, I had a rough itinerary mapped out, but I quickly realised that being too rigid would mean missing out. A sudden rainstorm might derail a jungle hike but lead to discovering an incredible café. A public holiday might close a museum, but may also mean the local temples are adorned with more flowers and offerings than usual. In writing, the same principle applies: plan ahead but be ready to pivot. The best ideas often come when you’re open to adapting.
4. You don’t always need words
It’s a lesson you won’t hear often from a copywriter, but it’s true. In places where I didn’t speak the language and translation apps failed, I learned to lean on gestures, expressions and body language – a somewhat universal language. It was surprising how far a smile, a nod, or a confident point could get me. In a professional context, it’s a reminder that communication is broader than the words we use. Tone, intention, and mutual respect go a long way, especially when approaching the same idea from very different perspectives and areas of expertise.
5. Mistakes lead to better outcomes
One of my worst travel hiccups saw us arrive at a truly grim hotel in Pai, Thailand, complete with bedbugs and black mould. What started as a mishap turned into a happy accident when we were forced to book a replacement. Thanks to a last-minute bargain deal, we stayed in one of the most beautiful boutique guesthouses of the whole trip, which transformed our experience of the location for the better. Similar situations have happened to me with copy. A lost draft or failed autosave can feel like a disaster at first, but the second attempt is nearly always cleaner, sharper and stronger.
6. Prioritisation is powerful
There’s simply no way to see everything there is to see in South East Asia. Trying to cram in every temple, market, museum, beach, and city left me exhausted. Once I started choosing based on what mattered most to m – rather than the guidebook “must-sees” – everything felt lighter and more meaningful. The same goes for writing and communicating. Know your priorities, and be brave enough to cut what’s not essential. The result will be slicker, more efficient, and more impactful.
I expected my sabbatical trip to teach me all about different cultures, cuisines, and landscapes – I didn’t expect to come back a better communicator. It turns out that time away from the keyboard is exactly what my writing needed.