Entertaining words for serious brands.
Hey, I’m Mads, a brand voice copywriter.
Just slide over the logo, and I’ll teach it to talk.
Trusted by
Your customers hear your brand's voice. Do you?
Your brand already has an accent. It shows up in every email, every ad, every product description. I make that voice work for you, not against you.
I heat up cold features into warm feelings, turning vague messaging into sharp positioning that is unmistakably you. Not a watered-down version built for mass approval, but one built for the right people.
Together, we’ll shape copy that:
✓ matches your internal story, humour, culture, positioning, and values
✓ resonates with real people
✓ hits emotional pressure points in just the right way
✓ works everywhere your brand shows up
✓ is both engaging and persuasive
Facts don’t persuade, feeling does. The market is full of smart products and louder content; how you sound is how people decide who to trust. A distinctive, original voice is what makes someone lean in. It’s what turns attention into belief, and belief into action.
Without it, you’re easier to overlook.
With it, you’re the only obvious choice.
Great copywriting keeps your audience close
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emotional resonance and storytelling.
I turn flat, functional copy into something people feel
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audience understanding.
I shape your voice to feel familiar, trusted, and built for the people you're speaking to
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make your value feel obvious.
I’ll distil your offer into something people instantly get and desire
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simplicity and specificity.
I will find the points where confused messaging is losing you sales
People don’t connect with companies,
they connect with characters
And they don’t buy what you sell,
they buy who it lets them become
That’s why your brand’s voice matters. If your message sounds like it could belong to anyone, it will resonate with no one.
I won’t let you send out ‘eh, that’ll do’. I question assumptions, challenge briefs, and push past the obvious, so you get words that sound unmistakably human and distinctly you.
I write for big thinkers and deep feelers who don’t want to sound like everyone else.
I’m your strategist, writer, storyteller, researcher, and taste-checker-in-chief, all rolled into one trusted creative partner.
Born Madeline, built for Mad Lines.
Hey, love.
I’m Mads, and I don’t think you’re speaking to your full potential.
I help bridge the gap between being a business and sounding human.
Every time I log in, I read rerererecycled opinions, untrustworthy AI-generated ads, robo-emails and SEO-optimised algorithm bait "humanised" for search engines, not souls.
It’s boring, and it’s dangerous.
Originality gets flattened. Regional quirks get ironed out. Expertise gets drowned out. We squeeze out what makes language alive. We teach audiences to expect sameness. And we teach brands to fear personality.
There’s so much space to be funnier, sharper, clearer, more original, more alive.
A brand’s voice is a place to ditch the mask and speak in your own accent. Personality is everything. It’s what makes people stop scrolling, it’s what makes strangers remember you. If we don’t protect real tone, regional flair, and emotional nuance now, we’ll look back and realise we templated ourselves into extinction.
Say it how you feel it. Spell it how you say it. Put a risky joke in the product description. Name your button something no one’s clicked before. That’s where the good stuff lives.
I’ll work with you to sound like you. Loudly, proudly, on purpose.
I believe in words with blood in them. Bio-degradable ideas. Ideas worth quoting. Messages that stick because they’re smart, human, and have a mad little twinkle in the eye.
So if your copy feels flat, filtered, or ‘fine’, let’s give it a little more bite.
Maddy is a joy to work alongside.
Her work is always thorough and goes beyond identifying what creatively looks best and drills into what audiences will innately connect with. I trust her instincts and adore how she can bring life to the most basic of formats.
Imogen,
Marketing Manager, Lionsgate.
From the start, a mind that was curious, an approach that was infectious and inspiring and a talent for finding a way.
Engage with Maddy and you’ll leave ever more inspired.
Maddy’s passion to learn is second to none, her approach and ability to grow and develop whilst adding more is a genuine bonus to any team.
Her ability to engage with people is a skill never to be underestimated, at your peril I dare you to underestimate Maddy. People person, avian enthusiast, thirst for today, an appetite for tomorrow, photographer, writer, illustrator, editor – the world’s her oyster. All of the above titles are just how she acts in real life.
Life educates Maddy. And it shows.
Paul,
Creative Director.
Graced with so many outstanding attributes that include loyalty and honesty, she is fantastic to be around and very professional in the way that she approaches work.
To add to this, Maddy is blessed with amazing skills in ideation (creative thinking) and creative writing that has helped enhance our offering in the Entertainment sector globally. A popular member of the team, Maddy built a strong relationship with her clients that helped sustain and grow our business with them.
I cannot praise Maddy enough.
Ian,
Group Account Director.
what
makes
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🧲 magnetism
Writing that pulls people in. Copywriting is a charisma multiplier that makes someone tilt their head and think, whatever this is, I’m in.
While everyone else is trying to hack the algorithm, I write what’s impossible to replicate without a working knowledge of persuasion, suspense, humour, and human chemistry.
💞 attunement
Emotionally resonant, behaviour-aware, culturally fluent, and tuned to the way audiences scroll, think, judge, want.
Your brand speaks into a noisy, fast-moving world. You’re talking to someone with one eye on the clock, just dodged two ads, half a second from closing the tab, and maybe, maybe, paused on your headline. And they need to see themselves in it.
🎯 drive
Made to move people. Doesn’t matter if it’s a billboard, a homepage, or tied to the belly of a pigeon. If they don’t act, it doesn’t work.
I want your audience engaged, interested, and on the hook for what’s next. This copy guides decisions without tacky gimmicks or evil pressure tactics that stopped working in 2003. Persuasion, with manners.
Looking for someone who gets you?
Click below to see if we’re a fit.
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any brand that (wants to) lead with culture, personality, and taste. if that’s you, you might be a…
saas and tech company who want personality and standout positioning
real estate, luxury, private service firm, or experience-maker
local shop, café, salon, and street-facing business that wants to stand out
dtc brand looking to sound less like stale packaging
agency, studio, or media team that care how they communicate
service-provider building trust and visibility
creator, educator & content business who want help finding the right words
entertainment, experience, and culture brand with stories to tell
internal team rethinking how they talk to humans
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like your message isn’t matching your value
not quite sure how to make anyone care
like you're being overlooked
like you're stuck between “sounding professional” and sounding like yourself
tired of blending in when you know you're built to stand out
weighed down by good ideas, but no time, clarity, or voice to shape them
frustrated that your copy doesn’t reflect your identity, taste, or thinking
hesitant to show personality, humour, or taste, for fear it won’t land
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be understood, and be unmistakable
control how your brand is perceived, intentionally, consistently, and at scale
use voice as a competitive advantage
turn your ideas into influence, not just information
build a reputation that precedes you and a tone that belongs to you
cut through saturated markets with clarity, not noise
create demand through resonance, not repetition
sound as sharp, original, and high-calibre as the work you do
feel proud of every word that goes out
The most loved brands speak like people with stories.
services
I offer a range of writing services, ready to be shaped around your goals and where you’re headed next.
Whatever we create, it’ll be clever, characterful, and unmistakably you.
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What do you believe?
What do you say?
How do you say it?
What are you known for?
Why do you matter?This isn’t theory. It’s the system your brand will write, pitch, post, and grow with, built from what you stand for and designed to make you sound like you, every time.
It’s how your audience feel about you. This is locking in your USP.
We’ll figure out what you're here to say, and how to say it in a way no one else can.Then we turn that into a strategic, stylish voice system that makes it easy to stay consistent without sounding copy-pasted.
Is your brand going for Aussie legend? Friendly, hassle free likeable neighbour? Ethical technologist? Party host? High-end ingredient purist? Carnival barkeep? Calm, modern guide? Bestie with a dark sense of humour? Paddleboard yoga witch? Retired hacker dad? AI golden retriever? Conversational cool older cousin? Loudmouth comfort foodie?
Great.
I love it, you freak.
Let’s lock it in and scale it.
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What are you offering?
Why should anyone care?
What’s stopping people from saying yes?
And why does it matter right now?Your product is brilliant, the design is looking sleek, but if your words aren’t pulling their weight, you’re missing a crucial opportunity for people to understand you.
This is conversion copy built on strategy, tone, and emotional intelligence. Words that make your product feel like a no-brainer, speaking to people as a human, not funnel-bot.
Designed to move people.
To click. To book. To laugh. To add to cart. To take a picture. To say “mmmmm, I want that.”
Websites. Homepages, landing pages, cheeky 404 pages, and product pages that don’t waffle, they work.
Sales Pages & Launch Copy. Long-form, high-conversion copy that builds belief and closes the scroll loop.
Lead Magnets & Educational Email Courses. Designed to position you as the expert, and build a strong, loyal email list.
Email Sequences & Funnels. Onboarding, nurture, promo, and post-sale flows that feel personal and perform.
Ad Campaigns & Taglines. Paid ads, social hooks, headlines and one-liners that grab, hold, and convert.
Microcopy & UX Writing. Buttons, banners, tooltips and modals with just the right amount of charm.
We’ll keep it sharp. We’ll keep it smart. We’ll keep it you.
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What does your buyer need to feel sure about, before they say yes?
What are they really looking for, beyond the product, service or experience?
What fear or doubt is holding them back, even if they never say it out loud?
What story do they want to be true about themselves when they make this decision?I work with brands selling valuable goods, real estate, services or experiences, to help them articulate not just what they do, but what it means to a HNWI.
In high-value markets, logic won’t close the deal. Features are assumed, emotional certainty isn’t.
Storytelling helps people connect the dots. It makes value feel real. It helps buyers trust their instinct. Your clients choose what fits who they are, or who they want to become. It gives them permission to say: “This is me.”
I write for:
Property and private asset listings — homes, estates, and residences
Luxury travel and experiences — flights, charters, cruises, retreats, and once-in-a-lifetime moments
Private client services — concierge, security, wellness, and bespoke lifestyle offerings
High-value sales materials — brochures, decks, and communications that build quiet trust
Brand messaging and tone — clear, consistent language for premium products and services
Storytelling shapes value. It is the biggest no-brainer business advantage.
It softens the hard sell. It clarifies risk. It builds trust faster. It makes decisions easier, before anyone talks about money.
But it only works if the words are right.
They can’t sound like they’re selling. Your words have to reflect the way your client sees the world. How they think, what they value, what they’re really looking for.
That’s what I do.
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What do you want to be known for?
A voice? A vision? A career-defining body of work?
Are you shaping the conversation, or just showing up in it?If you’re the thinker, I’m the writer, translator, voice-sharpening, story-stretching, message-refining machine behind the scenes.
Publishing high-value content isn’t optional for leaders anymore.
It’s the clearest way to build trust, shape perception, and stay front-of-mind when it counts. It opens doors, starts conversations, and builds the kind of career you can’t copy-paste.
We’ll work closely (and confidentially). I’ll ask the right questions, extract the ideas worth repeating, and turn them into words that make people stop scrolling and start thinking.
Thought Leadership & Ghostwriting. Articles, blogs, bold ideas, sharp takes, strategic essays, and founder POVs that position you.
Newsletters. Personal. Useful. Actually good. A little funny. Ghostwritten in your voice.
Social Content. Threads, carousels, and posts that don’t sound templated. Rhythm, tone, and scroll-stopping energy.
Content Repurposing. Talks, panels, pitches, rambling voice notes, refined into repeatable, strategic assets.
Together, we build the library of work that shapes your reputation.
You think it. I write it. They listen.
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What are you selling? An idea? A show? A startup?
What are you asking for? Time. Money. Belief from people who don’t owe you anything yet.Then your story needs to land. Slide one.
When the stakes are high, your deck has to persuade with narrative clarity, strategic flow, and emotional precision.
You need to know what to say, when to say it, and how to make the room lean in.
No bullshit. No rambling. No guessing. Designed for speed-reading, fast decisions, and high-stakes rooms.
You bring the vision. I’ll help you say it like it’s already happening.
Pitch Decks. Crisp, strategic, conviction-led. Built to get buy-in, not just “looks great!”
Product Narratives. Clarity around what you’re building, why it matters, and how to make it land with technical and non-technical buyers.
Studio Slates & Creative Portfolios. Position your taste, not just your titles. Less project dump, more proof of vision.
Treatments & Concept Decks. Campaigns, branded content, ideas-in-development. Make them feel real before they’re made.
Story & Series Bibles. Tone, world, characters, captured with enough clarity to get a greenlight before the pilot.
Good storytelling accelerates good decisions.
Built to reuse, repurpose, and stand the test of funding rounds, pivots, and pitches.
and this is how easy it is…
I find your edge.
I dig into your audience’s psychology, your offer’s value, and your category’s blind spots to uncover the human angles others miss. This is the baseline strategic intelligence that shapes your story.
I design your voice.
I define how your brand speaks — tone, rhythm, message flow, and linguistic style — so you show up with clarity, character, personality and credibility. Not just a voice that sounds good, but one that’s engaging and persuasive.
You show up like you meant to.
From websites to descriptions, to content, I write words built to connect: persuasive, emotionally intelligent, and unmistakably you. Every line is refined to do its job, beautifully.
A great brand voice starts with a search party.
I go deep into your world, understand your positioning, differentiation, audience, and the weird little details that make you unmistakably you.
Then I bring it to life.
what does a better brand voice actually do for your business?
✓ It makes you recognisable and impossible to swipe, so people want to read and share you
✓ You get edge in every sale, email, pitch, post, pop-up, podcast and DM
✓ Makes you a brand talented people want to work for (and with)
✓ It gives you confidence without compromising personality
✓ It gives you an intentional, original voice that’s human-led
✓ It gives you timeless positioning that survives the next trend shift
✓ Faster launches, fewer internal debates, no creative guesswork
✓ It builds trust faster than credentials do
✓ It attracts the right people
✓ It makes your sales easier, by doing half the persuasion with the same traffic
✓ It makes your competitors look generic by comparison
✓ It adds long-term value
And you don’t have to lift a finger, I’ll do it all.
Your words should sound like yours.
Words that feel personal, not corporate.
Whether you’re selling software, skincare, or an unforgettable experience, what makes people care is how you say it.
I help brands find the language that feels like a real conversation, warm, distinct, and worth listening to.
Influence without the overwhelm.
Between launches, updates, emails, decks, and the fifty other tabs open in your brain, finding the right words can feel like a Tuesday-level nightmare. Fear not. I'll do it all for you.
No more second-guessing your message or wondering if you’re making sense. I’ll handle the words. You handle the empire.
Content that works for you, long after it’s published.
There’s no expiration date on written content. Long after it’s signed off and shipped, you could be earning attention, building trust, and driving decisions.
We’re building long-term brand equity in language that positions you well today and still holds weight next year.
