Copywriting & Brand Voice ✦ 15 Years' Experience ✦ Sceptical Buyers Welcome
Your ideal client
thinks you're
probably
full of shit.
Prove them wrong. I write copy for the buyer who has their card in one hand and the refund policy open in the other.
They've been here
before.
It's late. Your buyer is alone. They've got their card in their hand, doing that thing where they talk themselves out of it at the last second.
Because they've been here before. They bought the thing. They did the work. They got the workbook, the stacked bonuses, and the "community" that was just a Facebook group where the coach posted motivational quotes on Mondays and then fucked off for six weeks.
And it didn't work. And they blamed themselves. And then they came back to the internet, older, more suspicious, and with significantly less disposable income — and now they're reading your stuff with one eyebrow permanently raised and the refund policy open in another tab.
These are not difficult people. They are not "bad fit" clients. They are smart people who learned the hard way that most of what gets sold online is beautifully packaged disappointment with a verified Instagram tick and a rented Lamborghini.
Your copy lands in their feed looking exactly like everything that's ever let them down.
Other copywriters were taught to write for a buyer who doesn't exist anymore. The optimistic one. The impulse buyer. The person who sees a countdown timer and panics into purchasing.
Your buyer was never that easy. You've just been writing like they were.
What they need
isn't more
information.
They need to feel something they haven't felt from anyone else in your space: that you actually understand them. Not the "ideal client avatar" you built from a Facebook poll. The actual person.
The one who's spent money and got burned and come back and is still here, still trying, still hoping someone is going to be worth it this time.
That person is reading your words right now and asking one question: is this the one?
Your copy needs to answer "yes" before they've even consciously asked it.
I get inside the head of your buyer — the real one, the suspicious one, the one with the refund policy open in another tab.
I write copy so specific to your buyer that reading it feels like being caught doing something they shouldn't.
I sit in your words until I can really hear you. Then I write copy that sounds so much like you that you'll wonder why you ever let anyone else near it.
Right. Let's fix it →The numbers
don't lie.
Anna Payne's first launch after a sales page + launch copy rewrite. £1,600+VAT programme.
1,000 tickets in 5 days at $250/ticket. Live event sales page + launch copy.
Conversion rate increase. 0.8% → 7.2%. Same offer, same audience, same price. Different words.
My own £27 downloadable. Industry average: 2–5%. I just fixed the words.
She climbed into my heart, not my head, to pull out words I hadn't formulated yet.
— Brenda Gabriel, Luxury Membership
How we can
work together.
Whether you need your voice extracted and documented, a sales page that actually converts, or a programme to help you stop blending in — there's a way in.
Brand Voice Extraction Intensive
I extract what you'd edit out — the phrases, the rhythm, the opinions you think are "too much." Documented, usable, yours.
Yes, I need this →Copywriting Services
Sales pages that convert the suspicious buyer. Launch copy that doesn't feel like everyone else's launch. Emails that get read.
Fix my words →Fearless Group Programme
16 weeks. Distinctive content, brand voice, story-based selling, and visibility that doesn't require you to become a LinkedIn Thought Leader ✨
Tell me more about this →In Your Corner (1:1)
Private. Strategic. For when you need someone in your corner who will tell you the truth, not just what you want to hear.
I could use that →
15 years.
One
obsession.
I've spent 15 years in copywriting — starting in music journalism (MTV, Mixtape Madness) before going full-time with Fearless Words in 2018. I've written for Auto Trader, Kew Gardens, Snag Tights. I wrote a book. It hit number one.
I'm not a personal branding guru. I don't teach people to perform a personality. I extract who they actually are — because people can't see their own voice, and I catch what they'd edit out.
I've been writing for the sceptical buyer long before AI made everyone suddenly care about authenticity. The difference is I actually know what I'm doing.
More about me →I write
good emails.
Copywriting tips, brand voice strategies, what I'm noticing in the market — plus the occasional rant and a photo of my cat.
Weekly-ish. No spam. Unsubscribe whenever. (But you won't want to.)