Brand voice | Copy | Creative

Julian Abel leaning against a brick wall, smiling and looking upward.

Words & ideas less travelled

Whether you’re starting a new brand, or breathing life into an existing one, you have a story to tell. I bet it’s a juicy one, too. It’s my passion to help you tell it. Let me introduce you to Abel Words.

Abel Words is a brand voice, copy and creative studio with a passion for human connection. Whether you need copy, content, concepts, or all three, I’ll help you define and express your brand personality wherever you show up.

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See my work

Abel Words Services

Copywriting that connects does two things: it sounds like you and makes your audience feel seen. By immersing myself in your values, strategy, customers and everything else, I’ll define and express your brand personality so you don’t just speak with authority - you consistently connect with purpose and a bit hit of panache.
Ready to cast your voice into the world?
Your website is a shop window for your brand. If the copywriting is clunky, you’re basically standing in that window greeting clients with your pants around your ankles. I specialise in writing clear, characterful and conversion-optimised websites for SMEs. Everything I write for you is grounded in research, reflects your unique value and speaks directly to your audiences’ motivations.
Want thoughtfully-crafted website copy ?
I specialise in creative campaigns that push ideas to the edge of madness and tap into the real-life situations we all recognise ourselves in. From ‘social-first’ campaigns to pitch-winning concepts, I’ll distil your strategic insight into impossible-to-ignore creative concepts.
Want creative campaigns rooted in human truth?
While it’s nice to be niche, I’m a fairly versatile chap with over 15 years’ experience writing copy across different channels and industries. I can write one piece of hero content for you, or I can weave your brand voice into all your marketing, advertising and PR. Whatever I write for you, every word will be chosen carefully.
Got a project in mind?
Whether you want to hone your personal brand on LinkedIn, or leave a powerful legacy with a self-published book, I can work behind-the-scenes as your ghostwriter to share your story with the world.
Looking for a ghostwriter to tell your story?

Book a free discovery call

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 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
SMP

"The whole team has nothing but praise for his craft, speed and insight. We work with Julian whenever we can.”
Jane Wooley, SMP
Radley Yeldar

'“Julian joined an existing project and took no time to get up to speed. He is also great to work with, which is invaluable under tight deadlines.”
Alexandra Sturdza, Sustainability Consultant, Radley Yeldar
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

Creative fire
(without the hire)

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

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