The longer version...

I've been doing this for almost 15 years. Started in 2011 writing for music publications while working a corporate job at BNP Paribas in the City - spending my days in investment banking and my evenings stalking PR people at gigs until they let me write for them.

I went full time with Fearless Words in 2018. Since then I've written for brands like MTV, Auto Trader, and Kew Gardens - but most of my work now is with coaches, consultants, and service providers. The people running businesses where they ARE the business.

And somewhere around year ten, I noticed something that none of the copywriting frameworks I'd been taught could explain.

The copy I was writing for online service providers operated by completely different rules. B2C techniques fell flat. B2B approaches felt cold and clinical. I was adapting instinctively, but I couldn't articulate why - until I realised these businesses weren't selling to either of the buyer types I'd been trained to write for.

They were selling to someone else entirely.

I call them the Buyer In Between.

The credentials, if you want them.

• BA (Hons) English and American Literature, University of Kent
• Certified Business Strategist
• Author of Fearless Words - a #1 bestseller, if we're keeping score

But the thing that makes me good at this isn't a qualification. It's almost 15 years of writing copy across every context you can imagine, noticing what everyone else missed, and building a framework around it.

The other stuff.

I live with my cat Fred, who has better brand positioning than most business owners I've met. I've spent most of my life living in South London (though I was born and raised in Essex). I have very little patience for "just be consistent" advice that assumes everyone's brain works the same way. I love hip hop and will absolutely make you understand why Pusha T has better business strategy than Drake. I also love Sam Smith and refuse to be embarrassed about it.

Most of all, I care deeply about getting it right. And I know that being authentically, unapologetically yourself is way more profitable than being palatable to everyone.

Ready?