Where Strategy meets Creativity

I specialise in Brand Strategy, Copywriting, and Ideation. I also work with my trusted team of clever designers, media buyers, web developers and programmers when needed. I'm happy to work with your existing teams too. 

Fearless Services

I most often help businesses with:

  • Brand strategy
  • Positioning or Repositioning a brand
  • Brand story
  • Key messages
  • Content strategy
  • Marketing plan
  • Marketing/Brand Audit
  • Strategic, creative & conversion-focused Copywriting
  • Website copy
  • Monthly content/blog copywriting 
  • Creative concepts
  • Social Media Strategy & Management
  • eMail Marketing

Enso Zen

Ensō - Zen circle of togetherness. 

Strategic Services to Level Up

I help businesses make better strategic decisions and grow lasting connections. My approach is similar in philosophy to the Japanese Zen arts; when you simplify, you amplify. Simplifying your approach and operation can lead to incredible growth. But it's often hard to see the best path forward when you're in the thick of it all. That's where I come in. With a fresh, bird's eye view I can help you eliminate waste, identify opportunities and show you pathways to growth.  

Business Strategy

This is your business’ foundation document. We create a plan, then set out goals and actions to compete in the market.

Brand Strategy

A brand strategy is working out the substance of your brand. It's how a brand builds connection with prospects and customers. It involves various brand elements like purpose, vision, mission, values, brand promise, positioning, character, brand voice, personality, core messages, storytelling, logo, tagline and visual brand identity.

A strong brand is critical for success, as it helps drive awareness and build loyalty.

Without an effective brand strategy, a brand will be weak or forgettable.

Marketing Communications Plan

This details the specific types of marketing activities you'll undertake for rolling out your various marketing initiatives.

Customer Insights

Everything begins with your customer. The more I know about them the better I can help you.

Website Architecture

Site architecture organises and delivers content on your website. It includes the hierarchy of pages where users find content, and the technical considerations that let search engine bots crawl your pages. A good website structure will help visitors quickly find information and drive conversions. A strong user experience will help your search engine ranking too.

Conversion Rate Optimisation

Conversion rate optimisation (CRO) is the practice of increasing the percentage of users who perform a desired action on your website. Desired actions can include purchasing a product, clicking 'add to cart', signing up for a service, filling out a form, or clicking on a link. But it's not all about data points. There are users behind every click.

So CRO is really the process of focusing on understanding what drives, stops, and persuades your users, so you can give them the best user experience possible—and that, in turn, is what makes them convert and ultimately improves your website conversion rate.

Focusing on the conversion is obviously important, but a lot happens before that point:

Specific DRIVERS bring people to your website
Specific BARRIERS make them leave
Specific HOOKS persuade them to convert.

Search Engine Optimisation

Building organic website traffic is critical to growing your online presence. With my SEO partner, we follow an 8-step process to make you visible online:

  1. Website and competitor analysis
  2. Keyword research
  3. On-page optimisation
  4. Manual link building
  5. Submission to trusted websites
  6. Keyword ranking reports
  7. Monthly SEO performance reports
  8. Permanent traffic, leads, income, ROI.

We offer a number of packages to help meet your budget. We can also help with Adwords and Social Marketing.  

Marketing Strategy

This is your game plan for reaching prospective consumers and turning them into customers. I'll create your value proposition, key brand messaging, data on target customer demographics, and other high-level elements.

As much as you might want to, the goal is not to do business with everybody who needs what you have. Instead, work with people who resonate with your values. 

Content Strategy

A content strategy plans how you use content - whether it be audio, visual and/or written - to help you connect with your audience and achieve your business' goals. Content strategies are developed to speak to the right people at each stage of their journey through your marketing funnel. Then how you will continue to communicate with them once they become customers. 

Strategic Consulting

My focus on strategy is about creating powerful results. My strategic consulting packages will help keep you on track and take advantage of new opportunities in the market.

Customer Journeys

This is based on physical experiences your customers have with your brand. I'll look at your customers’ motivations, needs, key events, and pain points; all of which help inform how I structure and speak to them at different touch points in their journey.

Company Culture

The highest leverage point to improve business performance is culture. It runs through every level of an organisation, enabling the execution of its strategy, the achievement of its goals, and the fulfilment of its mission.

It develops the verbal and non-verbal messages that members receive about what is valued and how they are expected to behave. These messages come most vividly from leadership behaviours and decisions; they exemplify what people with power -- and those who aspire to have it -- are supposed to do.

Creative Services that Cut Through the Noise

Creativity is my weapon of choice when you need new ideas, help solving problems or capturing attention. There is a symbiotic dance between the Strategic and Creative disciplines. That's because humans are emotionally driven before logic kicks in and then we return to emotion. People always remember how you make them feel. 


Having an open mind is the best way to discover new ideas. I enjoy creating potent ideas for ambitious brands.

I first find out what an organisation stands for, how to articulate it, and then help them express that to the world.


I'm a storyteller and words are my weapon of choice. It’s my job to translate your story into compelling brand experiences that capture the hearts and minds of your customers.

Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesperson to reach all of your customers. A sales team contacts customers one at a time; a copywriter can reach all of them at once through billboards, magazine ads, sales letters, blog posts, newsletters, emails and more.

Design, content marketing, SEO, and growth hacking are all parts of a complete digital marketing plan, but copywriting is the glue that holds it all together. 

Key Messages

You’re not going to make a connection with your prospects and audience if you’re not speaking the same language. That's because people judge you by the words you use.  

When you communicate from the outside in, you are focussing on features, benefits, facts and figures - but this won’t drive behaviour.

When you communicate from the inside out, messages are born from a deeper connection or purpose, creating customer loyalty and brand affinity.

Tone of Voice

If every brand let everyone communicate in their own style and tone, people wouldn’t have a consistent personality to identify with.

Constructing a style of language that is used by everyone in your business, every time they communicate, will create a consistent brand experience that will help to build familiarity and trust.


Advertising is a marketing communication (tactic) that promotes or sells a product, service or idea. Advertising has three primary objectives: to inform, to persuade, and to remind. Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products. 

Customer and Staff Onboarding

Onboarding; also known as organisational socialisation, refers to the process by which new employees and clients gain the necessary knowledge, skills, and behaviours in order to integrate into your business.

It's the process of introducing people to the expectations, skills, knowledge, and culture of your company.

Brand Development

Similar to humans, every brand has a unique DNA. I enjoy diving deep to discover what makes my clients unique so that I can create memorable experiences and authentic relationships.

I help brands connect with people by inspiring and nurturing the human spirit. In time, bonds are strengthened, like it is with love. Nothing is more powerful.

Your brand is your reputation and your reputation is driven by people’s experience of you. All brands need to be nurtured. Left to grow organically or stagnate, you will quickly be back to where you started. 

Brand Story

I'm telling your story not mine. It’s my job to powerfully translate your story into a compelling brand experience that captures the hearts and minds of your customers.

Competitors can copy your product or service but they cannot copy your unique brand energy. It’s your most powerful competitive advantage. By getting to the heart of your business, I can distill you down to a single idea, which can be easily communicated. The simpler the story, the easier it is to understand. The easier it is to understand, the easier it is to remember, and then do business with you.

I ultimately create inspiring stories that increase business value.

Reposition Brand

Sometimes a brand can lose relevance or suffer from ineffective management. This is when you need to look at some basics, which may include repositioning your brand. Brands with personality connect on an emotional level with people. This is what helps get you noticed. Then it’s the logical conversation that advances people from browsing to buying and then developing relationships.

Sales and Marketing Funnels

A sales or marketing funnel is a way of breaking down the customer journey all the way from the “awareness” stage (when they first learn about your business) to the “purchase” stage (when they're ready to buy your product or service).

It's the path that your customers travel through. I can work with you to discover what you need to do to influence consumers at each stage. It starts the moment they become aware of your brand and continues until after they make a purchase.

Company Culture

Culture is the bedrock from which business success is driven.

Company culture can be defined as a set of shared values, goals, attitudes and practices that characterise an organisation.

It's the way people feel about the work they do, the values they believe in, where they see the company going and what they're doing to get it there.

A positive company culture has values that every employee knows by heart. Great company cultures support involvement and provide positive, fun ways for employees to get together for personal and professional development activities.

email Marketing

email marketing is great for building brand awareness, customer loyalty and increasing conversions. It's the most profitable direct marketing channel, generating an average return on investment of $42 for every $1 spent (DMA, 2019). This is why email should be a key pillar of your digital marketing strategy.

Modern email marketing has evolved from a single mass communicator to a focus on segmentation and personalisation. It might be almost 50 years old but in 2019 there were 3.9 billion global email users. Email is only getting bigger.

Transform your business with better stories

Many relationships begin with a good story. A good story draws people into your world and encourages them to engage with you and buy what you're selling. 

Story helps to make experiences with your brand meaningful and relatable. That's how relationships form. 

We enjoyed working with Will, tremendously.

Will quickly understood the market we operate in and the style of communication we wanted to portray. His work was current, well researched and mostly self driven on our behalf, which worked very well. Thank you Will for all you have done for Fifo Capital.

NIGEL THOMSON  //  CEO, Fifo Capital