Lifestyle Copywriter and Tone of Voice Guide for Small Business Owners
Words that feel like home
I help small business owners write content that turns browsers into buyers, and brew a signature brand voice that makes writing easier, standing out simpler, and sales flow naturally (no hacks or hype needed).
Work with Hols lifestyle copywriter and brand voice guide
Not polished perfectionism. Not hacks or hustle. Just words that work.
If you're here, maybe you've been rewriting the same caption for 20 minutes (and it still makes you cringe).
Perhaps you're embarrassed to link to your website because it doesn't really represent who you are anymore.
Or maybe you're stuck in the messy middle between being yourself and trying to sound like every other expert in your industry.
I'm a lifestyle copywriter and tone of voice guide who helps small business owners like you find the words that feel like home. Words that help you stand out without having to shout. Words that make writing for your business a damn sight easier.
And we do that through brand voice development, professional copywriting services, and always, always a brew (or two).
Why Small Business Owners Need Help With Their Brand Voice
Here's what I know after ten years of writing for big-name lifestyle brands and now helping small businesses find their voice
You don't need another viral hook template
You don't need to rewrite your website for the sixth time
You don't need another course.
You need tone of voice in marketing that gives you direction, helps you stand out, connects with your buyers, and makes writing for your biz so much easier.
Because right now? You're probably
✎ Looking at your competitors for inspiration (even though you don't want to sound like them)
✎ Downloading templates that never quite fit
✎ Second-guessing every single sentence
✎ Wondering if you're being authentic or just performing
And that's exactly why I brewed Just Custard Copy
For the small business owners who are ready to quit overthinking their content with a signature brand voice that makes writing easier and helps sales pour in.
How This Lifestyle Copywriter Can Help Your Small Business
If You Need Someone Who Can Help With Your Brand Voice
My Perfectly Brewed Brand Voice Blend is a three-day intensive where we brew your signature brand voice together. You'll walk away with a complete tone of voice guide that tells you exactly what to say and how to say it, making content stop feeling like guesswork.
Perfect for small business owners who are sick of sounding like everyone else and want an authentic tone of voice in marketing.
If You Need a Website Copywriter or Blog Writer
Sometimes you just need someone to write the damn thing for you. That's where The Content Cupboard comes in. I offer professional copywriting services including:
✎ One-page websites (for when the budget's tight but you need to invest)
✎ Newsletter writing (to nurture your loyal community)
✎ Product descriptions (that actually sell)
✎ Blog writing (coming soon!)
Perfect for small business owners who've tried getting ChatGPT to write their website for the sixth time, but it just doesn't 'get' them.
The Just Custard Copy Way
Gentle & Strategic
I’d love you to feel at home while we work together. Everything we do is strategic. I will never sell you ‘fluff’.
There’s a lot to be said of a well-brewed cuppa, a thoughtful conversation, and words that actually connect with the right people.
Always Be Kind
I don’t believe in advice that makes people feel icky or berated. Be the business owner you would buy from, I say.
The Simple Life
I’ll never throw jargon at you or overcomplicate things that we can simplify. Feeling confused? Just ask.
Come As You Are
I don’t want you to start from scratch (again). I’ll meet you in the messy middle. You’ve got everything you need. I promise.
I don’t believe in hacks and hype. Changing methods every other month to suit what's trending. Marketing that makes you feel like you're not doing enough.
We're building reliable foundations rooted in psychology and good old copywriting here, not chasing the next viral trend.
Custard Kinda Folk
Wing-it Wanders
Outdoor-loving, sustainable folk for countryside explorers who craft clothing that lasts.
Booktroverts
Independent authors and book subscription services who want to share their stories with the world.
Home Enchanters
Interior designers and clutter tamers who help their clients realise their living dream.
Animal Confidantes
Pet services, animal nutritionists who want the best for our furry, scaly or feathered friends.
Basically… If you're a small business owner in the lifestyle space who values quality over quantity and connection over conversion hacks, we're probably a perfect match.
I never wanted to be a lifestyle copywriter…
I always dreamed of being an author
I saw myself as a storyteller, writing tales in my scrapbook since I was a kid. Little did I know that this love of stories would make me the award-winning content writer I am today.
Here's how I got here
Now? I get to work with the coolest people (that's you, by the way) and help them find their voice without the corporate chaos.
I don't know about you, but I sometimes feel like I was born in the wrong era. Marketing trends change at breakneck speed, AI is taking over, and honestly… it's exhausting.
That's why I've decided to embrace nostalgia and nurture my approach to copywriting and brand voice development. Slow hikes in the Lake District, a perfectly brewed cuppa, and cosy evenings with a book bring me back to what matters… people.
And people are what make marketing work.
Why Work With This Lifestyle Copywriter and Tone of Voice Guide?
More than ‘just words’
10 years of experience working with big-name lifestyle brands, including my time as Home and Menswear Features Editor for NEXT and partner brands.
Award-winning strategies that won my team and me a Best in Class Digital Marketing award.
Head of Content expertise that I bring to every small business I work with, whether we're discussing brand voice, website copywriting, newsletter writing, or blog content.
A genuine love for what I do. I've picked a business I LOVE, and I get to work with people I actually want to help succeed.
If you're ready to be the business owner others look to for inspiration, have content that doesn't make you cringe, and make your offers sell themselves… you're in good hands, my lovely.
A few of my favourite things…
✎ A coffee date in the window seat at my fave coffee spot over the road
✎ Adding to my collection of books (that I'm yet to read)
✎ Early morning walks when the fields are misty and the air's still
✎ Voice notes with clients that start as pep talks and end in giggles
✎ The name 'Just Custard'? It's a nod to a simpler time. A delicious dollop of nostalgia
✎ I love a ghost story, and I'm writing my own as we speak (maybe I’ll make it as an author after all).
✎ Oh, and of course, there’s Appa, who’s in most of my photos. He's also a professional dilly dallier and my constant companion in the writing nook.
Ready to stand out without having to shout?
Whether you need help with your brand voice, a website copywriter, or ongoing support with tone of voice in marketing, I'd love to have a chat about how I can help.
No obligation. Just a brew and a natter about your business, your words, and whether I'm the right lifestyle copywriter for you.