Find the right words to find the right people

Brand | Messaging | Language | Campaigns

for

Hospitality | Technology | Real Estate | CPG

speaking to

Customers | Investors | Partners | Employees

I’m just Ben

And I’ve been a freelance copywriter for the past six years.

I’m based in London but the majority of my work is across EMEA. Sometimes that work is for a short project (i.e. a sustainability report). Other times it’s for a longer one (i.e. a new website).

What I do:

  • For when you want to get customers, employees and stakeholders excited about your company's direction. I do:

    • Brand Documents (the position/narrative/values you build your company around)

    • Naming (company, hotel, restaurant, rooms, spaces, buildings) 

    • Brand activations (services, experiences, concepts)

    For more info on what's in a Brand Document, and an example, head here.

  • For when you’re looking to launch/relaunch a service, product, hotel, event etc. I do:

    • Messaging Frameworks (the who, what, where, how, why, when)

    • Websites (full-scope, landing pages, product descriptions)

    • Company materials (presentations, brochures and factsheets for sales, press, investors, employees and partners)

    For more info on what's in a Messaging Framework, and an example, head here.

  • For when you want to give your team structure of what to say and how to say it. I do:

    • Tone of Voice Guidelines

    • Wordy workshops (how to implement the above guidelines or one-off educational sessions)

    For more info on what's in a Tone of Voice Guidelines and an example, head here.

  • For when you need people to do/buy/think something about you. I do:

    • Adverts (social, display, print, outdoor)

    • CRM copy (email sequences, newsletters, staff communications, invitations, CEO letters)

    • Long-form copy (awards submissions, press releases, interviews, articles, how-to guides, reports, whitepapers, case studies)

    • Short-form copy (taglines, video scripts, headlines, captions)

    • Printed materials (signage, product packaging, in-room stationary and materials, merchandise)

    For examples of this work, head here.

Who I do it for…

🏨 Hotels, restaurants and members’ clubs of all styles (luxury, boutique, family-owned) and sizes (individual, collection, franchise).

🚀 Startups and technology companies (both B2B and B2C).

🔖 Consumer goods (I’ve written for brands trying to wipe your bottom and flavour your food - not at the same time.).

🏠 Real estate projects and mixed-use developments.

“Ben has a great understanding of companies, knowing when to stop to address bigger issues and when to quickly get things in production. We greatly appreciated his drive to connect consumer insights with ideas and copy that created great commercial value.”

"There are a lot of good copywriters but exceptional ones are few and far between and Ben definitely fits in that category. I’d be lost without him!"

What I don’t do:

  • But give me your keywords and we’re good to go.

  • But I'm happy to review content calendars and/or deliver ad campaigns and ad-hoc social campaign content.

Your copy is…

1. Clear

It’s strategy dressed up in copywriting. This comes from me asking the right questions and knowing when to push you and when to hold back.

2. Consistent

I find the patterns that untangle complex info and create logical narratives (i.e. how x leads to y). These guardrails help you say the right thing at the right time.

3. Confident

My writing is the appropriate amount of creative. Not too simple. Not too clever. It gives you the confidence to say and do interesting things, regardless of who you’re speaking to.

AOB

  • It's called Eat My Words, and it's a collection of recipes from a twice-monthly newsletter I write with the Michelin-star trained chef Fraser Bashford.

  • During the first Covid lockdown I created a content series called Home Truths which asked friends, family and founders for their must-watch/listen/like recommendations. While that was a few years ago, it's a good example of how I can take something from idea to execution.

  • Thought-provoking article full of interesting insights about to be written.

  • White-label, in-house, external partner... Whatever works for you, works for me.

  • My day rate is £550+VAT. My hourly rate is £75+VAT.

    For projects like an ad campaign or sales brochure: I can provide a quote based on how much time I think it will take me.

    For ongoing client work: I don’t do set retainers, but instead I tally my hours and invoice accordingly at the end of the month. I have no minimum time commitment (i.e. you don’t have to commit to at least 8 hours of work per month) and can flag when I’ve hit a certain number of hours each month (i.e. the budget you have per month).