Brand voice.
Strategic copy.
Bold creative.

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

Words & ideas less travelled

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

Abel Words is a brand voice, copy and creative studio passionate about human connection and making people feel seen. I shake up the machine with strategic thinking, brand personality and bold creative shaped over 15 years as a strategic copywriter and creative.

Need copy that connects? Creative that turns heads? Messaging that sings from every platform? I’m your guy. Book a call or peruse my portfolio.

Get in touch

See my work

Your words are everything. Choose them carefully.

There are no shortcuts to persuasive copy and bold creative. It requires strategic thinking, creative chops, and above all, knowing your audience. Here’s how I can help you get from A to B:

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?

Book a free discovery call

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

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