I give brands the words and ideas they need to get the results they want.

I am a multi-awarded copywriter and creative director.

After years leading the creative departments of major advertising agencies, all my experience, my pen, and my brain are now available for the benefit of independent clients.

My Services:

• WEB COPY Copywriting and SEO services. Turn a standard website into a valuable brand experience.
• BRAND DEVELOPMENT Help your brand find a tone of voice, sharpen positioning , or craft a compelling brand story.
• DIRECT RESPONSE Emails, newsletters, and direct mail. Use language guaranteed to deliver action.
• CONTENT CREATION White papers, blogs, and articles. Researched brand journalism on any topic under the sun.
• FILM & TV SCRIPTS Laugh. Cry. Buy. Whatever you need from a film, start with a script that puts less pressure on production.
• SOCIAL MEDIA Build differentiation and personality for social media assets with tone guidelines and example content.
• RADIO Cut through the noise with a script that embraces the unique intimacy of radio.
• PRESS & PRINT Headlines that demand attention.Writing that draws you in. Ads that do not read like you are being sold to.
• ADVERTISING IDEAS Ideas big enough to be executed across media. Award winning concept development for any kind of client.
• BROCHURES & CATALOGUES Turn a brochure into a brand statement. Make your catalogue clear and compelling.
• NAMES, TAGLINES & SLOGANS Crystallize your brand promise into a name and a line that will remain stuck in the mind.
• PRESENTATIONS & PITCHES Create context and craft a story to show your ideas and thinking in the best possible light.

I have been an ad man, a bad waiter and perhaps the world’s worst postman. I have lived like a local in Saigon, and presented in boardrooms all over Asia. I spent a childhood between the streets of Naples and a boarding school so steeped in tradition it made Hogwart’s look progressive. I am a trained actor. A constant writer. An indulgent dad of two.

I returned to London in 2016 after 12 years in Asia and fell in love all over again. I have never been more alive to London’s smoggy charms. Sometimes I can feel the history oozing through cracks in the walls and seeping directly into my soul.

When I am not writing for brands, or reading about writing for brands, I am writing and reading for myself. I dabble with comedy. I am summoning up the courage to do a stand-up course, mostly to sharpen my writing skills in the terrifying heat of performance. If you want to make diamonds, embrace pressure.

We see more than 5000 commercial messages a day. 300 hours of video are uploaded to YouTube every minute. In the same minute, Facebook generates 4 million likes. Looking at the numbers, the content game is revealed as a bloodbath. To elevate a brand above all that noise requires hard work and a little bit of brilliance.

Your Website Is Your Shop Window

You just realized that your website looks great but it reads like a wet pair of socks. All the relevant keywords and search phrases are in there, but they’re stitched together in an awkward imitation of language. Your brand is coming across with all the personality of a goldfish. It’s time to make it someone else’s problem. If only there was someone who just could just step in, get your brand, and write what you want in a way that sounds … sexy.

Ahem.

The words on the page often seem to be the last thing people think about when developing a website. As long as it looks pretty, a lot of sites appear content to serve up writing with the conversational appeal of cold soup. Your website is a shop window for your brand. If the writing on your site is clunky, you are greeting potential clients in that window with a mouth full of fudge.

Why be a fudgemouth? Hire a professional. Someone who can use language to turn your website into a valuable brand asset.

I mean me, by the way. Before you start Googling.

Create a brand experience, not a business card

The first corporate websites were pretty much digital business cards. Then we got all excited by the technology. Pretty soon websites were crammed with flash animation and packed with loud graphics.

Today’s sites are leaner, cleaner and much more useful. Functionality and clarity have become the most valued principles.

I write websites for all kinds of industries and people. Much of my work happens before I write a word, thinking about how to organize information to improve the experience of the site, because when you’re building a site that’s what you’re really creating. A brand experience. And brand experiences are like oysters. A bad one can ruin you for life.

Can you improve my search ranking?

I can enrich your site with language that will lift your ranking, but my focus will always be on improving the writing, and the experience. Flooding a site with keywords will make you easier to find, but what impression will you make once found? People online are truffle pigs. They turn up for a sniff, and if they don’t immediately get a whiff of something they like, they’re off. To encourage a visitor to stay you need to serve up useful content in the simplest way possible. Ideally with a fat dose of personality. Ultimately there is only one way to guarantee a top ranking. Make your site the most useful and relevant in your category.

If you have a website, or you’re building one, and you need help improving the experience, let’s have a chat. A coffee. A Skype thing.

I draw my inspiration from people. From their ideas. Their dreams. Their stories. If you’d like to find out how I can help you or your brand, get in touch.