HEY, WHAT’S YOUR PROBLEM?
Oh, no, I was genuinely asking.
That’s why tone of voice matters.
Smart tone of voice is supposed to solve a problem.
Not feel like a new one.
It always goes the same way. Get to a certain size, spend some money on tone of voice because you feel like you have to. Run to an agency. Begrudgingly tell them your budget. ‘No problem,’ they’ll say. And that’s the point.
If there’s no problem, there doesn’t need to be an afternoon of confusing workshops and trying to choose between random adjectives. Tone of voice matters because it solves real problems, not just by saying the right things, but saying them in the right way.
The real question isn’t ‘How should we sound?’
It’s ‘Why are we bothering — what’s your problem?’
This isn’t about me.
It’s about you.
You need a freelance copywriter because you want to connect with people. You want to reach them on a gut level. You want a voice that stands out. You want to find the story worth telling. You want to make noise, make waves, or just make people buy stuff. You care about what you do, your people, and your customers. You don’t really care about me.
I’m a freelance copywriter with 15+ years’ experience, based in the UK and working with clients worldwide. Everyone from scrappy startups to household names. On everything from day-to-day collateral to messaging, positioning and tone of voice.
I’ll help you decide what you need to say, then find the best possible way of saying it. The way that informs, persuades and – most importantly – sells.
Get copy that works hard.
From a copywriter who makes it feel easy.
Writing’s just the start. It’s good relationships, flexibility, and relentlessly can-do attitude that keep my clients coming back.
- A straightforward, practical way of working
- Road-tested processes for getting stuff done
- An emphasis on long relationships and ever-improving results
- No false promises or made-up metrics
- Extra know-how in B2B, SaaS and tech
- Comfortable in the complexity of big, multi-stakeholder projects
- A trusted partner to clients and friendly ally to agencies
- Advice and ideas from 15+ years of seeing what works
The UK copywriter that global brands trust
Recent projects
I helped create and articulate a tone of voice that embodied what SmartDriverClub stood for – and then put it into practice for the launch website.
Every touchpoint counts, so I worked with Consider IT to turn their business cards into an exciting new part of their brand messaging.
Helping a beloved stationery brand elevate its products with a more emotive, engaging approach to copy.
Ave Grete Arismaa, Product Development Manager, Victor Stationery
