Messaging for brands that want to be better known
Whether you're starting from scratch or sharpening what you've built, I'll give your brand the clarity and edge to be heard in a marketplace where every brand is shouting and none are saying anything worth hearing.
Over 30 years writing for brands
Brand Story
Narratives that weave together the facts, feelings, and values of your business to build an emotional connection with your audience.
Ad Campaigns
Targeted messages designed to boost sales, raise awareness, create intrigue, and drive action
Persuasive Copywriting
Words that nudge people to do something, like clicking a button, signing up, or making a purchase.
A brand that can't explain itself can't sell itself.
I've helped global tech companies, consumer giants, fintechs and healthtech startups find the words that make their unique difference clear.
I've positioned brands to simplify the buying decision, shorten sales cycles, and reduce comparison shopping. I've reframed brands to achieve better enquiries, overcome price sensitivity, achieve higher commitment and build stronger advocacy.
One campaign I wrote helped a health app grow usage by 131%. A video script went viral inside UK Government.
In each case the work started the same way: finding what was already true about the brand, and making it impossible to miss.
If your brand is new and you want to start with a position that's sharp from day one — I can help.
If your brand has lost its way — sounds generic, or just doesn't land the way it used to — I can find what's worth saving and clear out everything that's getting in the way.
Either way, it starts with a conversation.
Drop me a line and I'll send you a free copy of my 'Say One Thing' paper — it'll show you exactly how I think before we've spent a minute together.
I'm John.
The bulk of my career has been spent working in global brand agencies, including McCann London and Momentum.