Become unignorable.

Abel Words is a brand voice, copy and creative consultancy. I make brands and businesses stronger through language, always guided by strategic insight and a clear customer ‘why’.
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Experience on your side.

Hi, I’m Julian. I’ve been a professional copywriter for almost 20 years. Through strategic clarity, persuasive copy and bold ideas, I help everyone from solopreneurs to challenger brands sound like themselves and become unignorable. A few things you should know. I never skimp on research and customer voice. I use tools but never shortcuts. And I take a helluva lot of pride in my work. Here are my most common project types:

  • I can help you find and shape your voice, define it in a way that’s helpful and practical, and bring it to life everywhere you show up – from your smallest small print to your biggest hero marketing piece.

    Want a strong, distinctive voice that your audience listens to?

  • If your website isn’t getting leads because it lacks personality, or clarity, or both, I can help. I specialise in writing clear, characterful, optimised websites for small businesses and SMEs.

    Want thoughtfully-crafted website copy ?

  • There’s never been a better time to push ideas to the edge of madness. It’s the only logical thing to do if you want to stand out. And that’s what I do, from social-first campaigns to pitch-winning concepts.

    Want creative campaigns that get people talking (and buying)?

  • While it’s nice to be niche, I’m a fairly versatile chap and bring over 15 years in helping companies bring alive their stories. Whatever I write for you, every word is chosen carefully and with your audience wedged in my mind.

    Got a project you’re thinking about?

  • Whether you want to develop your personal voice on LinkedIn, or leave a powerful legacy with a self-published book, I can work behind-the-scenes as your ghostwriter.

    Looking for a ghostwriter to tell your story?

Get in touch

  • Cruise Routes

    “Julian worked with us at Cruise Routes to build an already existing brand, into one with a new concept and direction, and did so with creativity, authenticity and expertise. It has been a pleasure working with Julian and I know that we will continue to work together in the not-so- distant future.”

    Laura Radford, Marketing Manager at Cruise Routes

  • Boldspace

    “Julian is a fantastic thinker and accomplished copywriter who interrogates every brief and uses strategic creativity to solve business problems. He is also a great addition to any team on a personal level, with an infectious, positive energy and assured, senior presence.”

    Nick Ford-Young, Co-CEO, Boldspace | B Corp

  • Balearic Elements

    “Working with Julian on our website copy was a genuinely great experience. We started with a detailed discovery call, during which Julian took the time to really understand how we communicate, what matters most to us as a brand, and what we wanted our website to express. He asked the right questions, listened carefully, and quickly grasped our tone and values. The process felt collaborative and well-structured throughout, and the final copy reflects us perfectly – clear, warm, professional and authentic. We’re absolutely delighted with the result and wouldn’t hesitate to recommend Julian to anyone looking for thoughtful, high-quality copy.”

    Anna-Corina Meyer, Founder, Balearic Elements

  • Google

    "We were looking for a copywriter who understood content strategy and the tone required to write B2B copy but also engaging and fun to match the brand voice. Julian more than delivered. I wholeheartedly recommend Julian to anyone looking for a skilled copywriter."

    Jasmin Hopp, as part of Adecco UK on a project for Google UK

  • Boldspace

    "Julian is a talented copywriter with a great can-do attitude. He approaches every brief with thorough insight and consistently delivers a range of well-thought-out, original solutions. He's a pleasure to work with, bringing a calm and positive presence even in high-pressure situations."

    Neil Richardson, Creative Director at Boldspace

Let’s work together

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Creative fire
(without the hire)

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Freelance copy & creative for agencies

Freelancing copywriting for agencies is a team sport. And I’m a team player. I support agencies with words, ideas and concepts – from conceptual campaigns, websites, brand guides, video scripts, to beyond.

Download my little upfront agency guide
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Copywriting retainer for brands & businesses

I work on retainers for 1-2 days per week providing copy, content and concepts  across your PR, advertising and marketing. Imagine your very own brand voice champion consistently delivering high-performing content. That’s me, my friend.

Book a free 30-minute call