Entertaining words for serious brands.
This is where brands come to get their voice back.
Mad Lines is a Sydney-based copywriting studio creating smart, funny, personality-drenched words that earn clicks, conversions, and compliments. We’ll strategise what makes you brilliant, trim off the fluff, add a little razzle, and turn it into copy that sounds less chatbot, more mic drop. 🫳🎤
Are you ready to be dragged out of your AIdentity crisis and start showing up with originality & style, in an actual human tone?
Pull up a chair, babe.
You've got something exceptional.
A product, a service, a team that cares, a vision you're proud of.
But every time you try to write about it, it feels… beige. Too polished, too polite. Too much like everyone else.
You've wrestled with AI. Prompted it to death. Aggressively ‘MORE HUMAN’-ed it into submission.
But still, it doesn’t sound like you. It sounds like the internet. And the internet’s already full.
It’s not your fault. There’s a lot of noise out there from one-size-fits-all advice.
But your brand and audience aren’t one-size-fits-all.
People don’t feel through words that just tick boxes. They connect with words that understand them. They buy when it feels right. When it sounds real. When it speaks directly to who they are and what they truly desire.
That kind of action doesn’t come from automation.
It comes from attention. Research. Listening. Lived experience. Empathy. Something that makes a grown man giggle.
That’s the gap I close.
Copy that doesn't just grab attention, it holds it, so you get a louder ‘yes,' and a faster ‘I’m in.’
More entertaining. More magnetic. More you.
Like your brand finally found its voice.
People don’t connect with companies.
They connect with characters. They follow voices they trust, and invest in personalities that feel honest and human.
I won’t let you send out ‘eh, that’ll do’.
I question assumptions, challenge briefs, and push past easy answers, so you get words that sound unmistakably human and distinctly you.
Mad Lines is 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 partner.
This is direct collaboration. No account managers, no junior writers. Your confidential ideas, pivots, and strategies stay between us. Just me, with you, always on your audience’s wavelength.
This isn't adding more content to an overcrowded marketplace.
It’s about making your message land with taste.
Reputation is built by humans, yours is too valuable to hand to a bot.
Mad Lines is built on three things.
Style that slaps.
Emotion that lingers.
Strategy that moves.
Magnetism.
Writing that pulls people in.
This is seduction by sentence, a wink across the room, the perfectly timed one-liner that makes someone think, whatever this is, I’m in. 🫵😘
Copy is a charisma multiplier. When it’s done right, it tilts heads and makes people want more.
And while everyone else is trying to hack the algorithm, I write what’s impossible to replicate without a working knowledge of suspense, humour, and actual human chemistry. Real presence can’t be faked or templated.
It has to be crafted with care, instinct, and the kind of style that can’t be downloaded.
Attunement.
Emotionally intelligent. Culturally fluent. Tuned into the moment, and the way they scroll, think, judge, want.
You’re not talking to a demographic. You’re talking to someone half-scrolling, just dodged two ads, got one eye on the clock, half a second from closing the tab, and maybe, maybe, paused on your headline. And they need to see themselves in it.
Your brand doesn’t speak into a void, it speaks into a noisy, fast-moving world.
That’s why your words need to be tuned to now, the mood, the medium, and the mental bandwidth of the person reading.
This isn’t ‘brand voice’ for the sake of it, it’s insight-led, emotionally resonant, behaviour-aware writing rooted in real human behaviour, not assumptions. Engineered to resonate, surprise, and make them smile.
Drive.
Built to convert. Backed by psychology. Made to move people.
Doesn’t matter if it’s a billboard, a homepage, or tied around the belly of a pigeon. If they don’t act, the copy doesn’t work.
I don’t just want your audience entertained, I want them engaged, interested, and on the hook for what’s next.
From click to conversation to conversion, this is copy that guides decisions without tacky gimmicks or evil pressure tactics. Subtle, strategic momentum, delivered with taste, not tricks.
Not pressure. Persuasion with manners.
People don’t buy what you sell.
They buy who they get to be.
Looking for someone who gets you?
Click below to see if we’re a fit.
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saas and tech companies who want personality and standout positioning
dtc brands looking to sound more like people, less like packaging
agencies, studios, and media teams that care how they communicate
investors, advisors, and service-providers building trust and visibility
creators, educators & content businesses who want help finding the right words
entertainment, experience, and culture brands with stories to tell
internal teams rethinking how they talk to humans
anyone taste-driven, growth-ready, and done sounding generic
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like your words aren’t doing your product justice
tired of blending in when you know you’re better than that
unsure how to sound like yourself
frustrated by copy that feels flat, forgettable, or fake
overloaded with ideas, but have no time (or energy) to shape them
afraid or unsure how to show personality and humour
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stand out in a world where everyone’s content sounds ai-generated
turn browsers into buyers with copy that feels good and sells
cut through noise with a brand voice that’s clear, confident, and impossible to ignore
convert with personality, without selling out or dumbing down
sound smart, human, and original, without trying so hard
build trust and authority with writing that reflects how you actually think
feel proud of every word that goes out, because it finally sounds like you
replace “nice enough” copy with something people actually remember
Born Madeline, built for Mad Lines.
Hello, you.
I’m Mads, and I created Mad Lines because I kept noticing brands weren't speaking to their full potential.
I live in Sydney now, but I’m from the UK, which means I like sarcasm, regional slang, and calling people 'love'. I also like writing words that sound like real people.
I help brands bridge the gap between sounding smart and sounding human.
We’ve lost the plot a bit. Most brands look gorgeous… until they start speaking.
There’s so much space to be funnier, sharper, clearer, more original, more alive.
Every time I log in, I read rerererecycled opinions, 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. Whoops, now misinformation’s got the mic.
We teach audiences to expect sameness. And we teach brands to fear personality.
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.
So if you're the kind of person who wants to put a risky joke on your menu, or write a cheeky product description that actually sounds like you, hiya. Welcome. Let’s cause some trouble.
Say it how you feel it. Spell it how you say it. 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.
That’s why I started Mad Lines. It’s not just my identity, it’s my skillset.
Words with flavour, timing, and actual point of view.
So if your copy feels flat, filtered, or ‘fine’, let’s give it a little more bite.
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 and know that she will be a huge asset to anyone who is lucky enough to give her an opportunity.
Ian,
Group Account Director.
Brands that sound human, win.
services
I offer a range of writing services, ready to be shaped around your goals and where you’re headed next.
Maybe you need to sharpen your voice. Grow your reach. Start a newsletter. Write a killer ad. Frame that pitch that will change everything.
We’ll create what fits, skip what doesn’t.
Copywriting, a la carte.
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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 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…
1. We gather the raw materials.
Voice notes, rambles, pitch decks, scribbled thoughts, it all counts. I want it all. Together, we’ll unpack your ideas, refine your goals, decode your audience, and clarify the voice you want to be known for. I’ll ask the right questions to draw out what matters most.
2. I turn it into something powerful.
I extract the sharpest ideas, refine your voice, and write everything with clarity, credibility, maybe a cheeky bit of flair. Persuasion and personality, baked in. Written to sound like you.
3. You show up like you meant to.
You walk away with copy that’s ready to ship, share, sell, or scale, content that earns attention, invites action, and makes your brand feel more you, in a nice hat. Whether it's a product launch, a homepage, or that one post you keep putting off... it's bloody done, and it works.
Your brand has a voice.
I just help it make sense outside your head.
I get to know your positioning, differentiation, audience, and the weird little details that make you unmistakably you.
Then I bring that world to life.
what does better language actually do for your biz?
✓ More sales from the exact same traffic
✓ A brand voice that’s recognisable, repeatable, and impossible to swipe
✓ Messaging that makes your product sound as good as it actually is
✓ Campaigns people remember, share, and build strategies around
✓ More “when can we start?”, less “can you knock 10% off?”.
✓ Positioning that adapts fast, while your competitors are still updating the deck
✓ An edge in every cold email, pitch, post, pop-up, podcast and DM
✓ A brand talented people want to work for (and with)
✓ Copy that converts without compromising personality
✓ A voice, insights and audience understanding that tech can’t automate
✓ Timeless positioning that survives the next trend shift
✓ Faster launches, fewer internal debates, no creative guesswork
Revenue that writes itself.
Brands with consistent messaging earn 23% more revenue, turning language consistency into the cheapest growth hack on record.
Premium-price permission slip.
87% of buyers will happily pay more when they trust the brand, letting on-brand copy replace discount codes.
Emotion compounds.
Emotional appeal sees nearly 2x the profit boost. Campaigns driven by emotion deliver a 31% profitability lift versus 16% for rational-only efforts.
No trust? No sale.
81% of consumers say they must trust a brand before buying, trust that’s built with a recognisable tone they can spot in a crowded feed.
right, so, how do you sound magnetic without sounding like everyone else?
(Don’t worry, nobody is going to make you re-read How To Win Friends and Influence People.)
Here’s the blueprint.
Be entertaining.
Be clear.
Be bold.
Be yourself.
Be conversational.
Be original.
Be authentic.
That’s it.
And you don’t have to lift a finger, I’ll do it.
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. The kind of voice that doesn’t just describe what you do, it makes people want to be part of it.
Influence without the overwhelm.
Your brand has big things to say. But 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.
You bring the vision (or the vague voice note at 11:47pm). I’ll turn it into language that actually sounds like you, just clearer, bolder, and built to convert. No more second-guessing your message or wondering if you’re making sense. I’ll handle the words. You handle the empire. I’ll worry about the rest.
Content that works for you, long after it’s published.
Good writing doesn’t expire. Long after it’s signed off and shipped, your message should still be doing the heavy lifting, earning attention, building trust, and driving decisions.
We’re building long-term brand equity in kind of language that positions you well today and still holds weight next year. Whether it’s your homepage, a brand story, industry insights, or a weekly newsletter, we’ll build something that grows with you, quietly working in the background while you focus on the next big thing.
You’ll never have to write lines again.
You’ll never stress about AI replacing your voice.
You’ll never watch someone else get praised for an insight you had first.
You’ll never have to worry about your unfini
You’ll never sound generic, out of touch, or like a corporate robot.
You’ll never cringe at your own LinkedIn posts.
You’ll never dilute your brilliance with basic words.
You’ll never sound cheaper than you are.
You’ll never confuse your audience about what you do.
You’ll never rely on design to do all the heavy lifting.
You’ll never sound generic, out of touch, or like a corporate robot.
You’ll never watch a competitor say it better.
You’ll never wonder if your price feels justified.
You’ll never waste hours rewriting the same sentence.
Leave that all to me.
values
my guide to a modern, happy audience
People first storytelling
The world has enough content, and not enough connection.
People remember what made them feel something.
Not the template or the perfectly optimised post.
You’re not talking to an algorithm. You’re talking to a human. A scrolling, snack-eating, emotionally complex human.
My writing is built around people, how they think, how they feel, how they decide.
Not to manipulate, but to resonate.
I write for the real people, who buy, follow, trust, and laugh.
The best ghostwriting doesn’t leave a trace. No tells, no fingerprints, no aftertaste.
It sounds like you. Your rhythm. Your voice. Your flavour, crystal clear, unmistakably yours.
I don’t take credit. I don’t need bylines. I don’t get recognition.
You do.
What we create stays between us. Confidential. Private. Yours alone.
Nobody has to know I was ever hereeeee.
I write copy that winks, gatecrashes, and leaves with everyone’s attention.
The best ideas challenge, provoke, and make people stop scrolling. Not immature rage-bait, but flipping assumptions on their head. Reframing the conversation.
That’s where strategic mischief comes in.
I don’t write to keep you in the conversation. I write to make sure you lead it.
It’s calculated creativity, with a mad little twinkle in the eye.
Strategic mischief
Invisible excellence
Quality crasftsmanship
Sure, AI can string together a sentence. Words are easy.
A single misplaced phrase can dilute your authority or sink your credibility.
Every sentence I write is doing something. Building trust. Nudging action. Starting a thought spiral.
Nothing vague. Nothing vanilla.
Deliberate, intentional writing with structure, flow, rhythm.
It’s the kind of quality you don’t notice because it just feels right.
I will never settle for good enough when I could have holy shit, that’s brilliant.
Adaptive relevance
Trends are useful but style is timeless.
Relevance isn’t about chasing trends.
It’s about knowing what’s shifting, and why.
I help brands speak to the moment and the momentum.
Not reactive, just five steps ahead.
Staying relevant isn’t the hard part.
Staying interesting is.
My work is built to evolve as you do, with your voice, your market, your audience, your weird little corner of culture, so you’re never playing catch-up.
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AI capabilities.
Media trends.
Engagement hacks.
Audience behaviours.
SEO goalposts.
Platform algorithms.
More competitors popping up.
Content formats.
Social media rules.
Marketing best practices.
Trending sounds.
Keyword strategies.
Ad policies.
Influencer culture.
Gen Alpha are here now, apparently
Whatever 𝕏 is arguing about today. -
Human nature.
The way we connect. The way we trust. The way we decide who’s worth listening to.
People follow personalities, not noise. Stories, not sales pitches.
If they like you, they’ll listen.
And if they listen, you stay relevant.
I write for that.
So you’ll never be outdated.
Now, shall we make some mad lines?
If you’re done sounding like everyone else, tell me what’s going on.
I’ll be in touch soon to arrange a free, no-obligation call where we’ll discuss how to make your message stronger, clearer, and impossible to ignore.
Prefer to reach out directly? Email me at hello@mad-lines.com.