Phil scared the bejeebers out of me. I still think of him every day...

I owe a massive debt to a bad-tempered bloke called Phil. He’s impatient, ruthless, downright rude...and years ago he was my boss for three horrific months.

Let me tell you, Phil didn’t suffer fools. He could see through BS at 50 paces and he’d stomp on it without mercy. I saw grown men and women fleeing his office in tears. Often as not, they’d tried to soft-soap him with sketchy, woolly details, and he’d lashed out. We could hear him roar from half way down the corridor.

You see, Phil is like most senior managers. He’s been round the block, heard all the excuses, and if you don’t get straight to the point he’s going to eat you alive.

Not a fun guy to work for...but great ammunition for a copywriter!

Ever since I hung up my corporate boots, I’ve thought of Phil every day. Every letter I’ve ever written to a Sales Director or MD has been nothing more than a mental pitch to him, there in his office.

Because if I can get through all his filters and make a message hit home, I know I’ll do the same with a huge number of his peers.

I use the same method for every kind of prospect my clients target. Take someone I’ve known, consider their traits and build an avatar. Simples.

Taking the same approach, I can help you build a persona. It starts with a brainstorm with you and your team, and maybe some customers too. Then I’ll report back with a set of identities that we’ll use from here on in. So every marketing piece, every movement online, is all about pulling them in.

By the way - I survived the Phil ordeal without getting my butt kicked once. There were days I thought of stuffing The Beano down my trousers, just to be safe. But I escaped the kicking, every time.

Not because I was smarter than any of the guys who came off worse. Just because I knew how to talk to Phil. That went a long, long way...

Talk to me and we’ll find your ‘Phil’. And we’ll learn to talk his language.

In this section


    Project: Editing and rewriting an annual report. Creating an easy, conversational style for a mixed audience, from internal stakeholders to you, me and the gatepost.


    Project: Direct mail and collateral for a major high street supplier of digital hearing aids. A control-busting campaign that won a Canmol Award from the CIM in Wales.

    Read the Case Study


    Project: Website copy for one of the UK's leading digital agencies


    Project: SEO and copy for a new website, spreading the word for a national charity. Also included training in SEO and copywriting.

    Rebranding and website by AA Media, Codeworks and Folio Typographics

    Read the Case Study


    Project: Consultancy, SEO and web copy for the top Mercedes commercial dealers in Wales. I know a lot about vans, you know.

    Website created by SpinDogs

    View website


    Project: Consultancy, SEO and web copy for an all-Wales IT project. Also included training in SEO, copy and case study writing.

    Additional work: delivering workshops for SMEs, on various bits of copywriting and digital marketing.

    Website created by S8080

    Read the Case Study


    Project: SEO, copy and strapline for an awesome training team. Handover project included training in copywriting and SEO.

    View website


    Project: Ad concepts for a high street and online betting legend, promoting a new opportunity to overseas affiliates.


    Project: Revamping case studies and email marketing - asking local employers to offer placements for IT students.


    Project: Consultancy, SEO and copy for a series of micro sites - promoting women’s entrepreneurship, business incubation and some nifty activities around London 2012.

    Also included training in SEO and copywriting.

    See women’s entrepreneurship website

  • UWIC

    Project: Supporting the marketing team at Cardiff Metropolitan University. Projects included course page copy, a charitable appeal and training to build SEO and copywriting skills.


    Project: Concepts and copy for a series of brochures, web pages, annual reports and info packs - promoting physical activity in the workplace, at home and everywhere in between.

    Designers included Spring Creative

    Read the Case Study


  • James Daniel...Copywriter
    T/A EarthMonkey Media Ltd
    Sandringham House
    1-3 Cemetery Road
    Bridgend CF31 1LY
  • 0845 643 6261

Latest from Twitter

James Daniel

James Daniel @jdcopywriter

7 Dec

I just uploaded “Copy critique - Business Network Wales” to #Vimeo:

James Daniel

James Daniel @jdcopywriter

13 Nov

@BokehTog @remarkablepaper No comnent. But I'll share my full unbridled thoughts if I don't get a sodding response soon...

James Daniel

James Daniel @jdcopywriter

13 Nov

@remarkablepaper how long before you guys answer my email (actually emails, multiple)?

James Daniel

James Daniel @jdcopywriter

19 Oct

19 Classic Headlines From the 1920s, from @mikecapuzzi. Great stuff (although I hate the semi-colon in number 3):

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