Make your brand voice your best sales weapon

Words & ideas less travelled

Whether you’re starting a business, or breathing new 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…

I help you craft a distinctive brand voice and messaging that hooks minds and wins hearts from the first impression.

Want copywriting that hits different, stops scrolls and can’t be ignored? It starts with a conversation.

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

  • Building trust and authority in your industry starts with a distinctive brand voice. I dive deep into your brand, helping you define what to say and how to say it in a clear, helpful, inspiring guide.

  • I specialise in creative B2B campaigns that push the boundaries.  From ‘social-first’ integrated campaigns to pitch-winning concepts, I bring big and bold creative ideas that are impossible to ignore.

  • Your website should be an attraction, not a deserted island. I help you hook visitors in under 6 seconds with personality-packed website copy that entices them to stick around.

  • If you need copywriting and creative ideas that get results across your marketing, advertising and PR, I’m the copywriter for you.

  • I collaborate with founders and industry leaders on ghostwriting projects, helping them increase their profiles and leave a powerful legacy.

See my services

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 and beyond.

Download my little upfront agency guide

Copywriting retainer for brands & businesses

Want your copy to consistently deliver and get results? I work on retainers for 1-2 days per week providing ideas, concepts and copy  across your PR, advertising and marketing. Get the fire (without the hire) and retain me, my friend.

Book a free 30-minute call

  • 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

  • "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

  • "The whole team has nothing but praise for his craft, speed and insight. We work with Julian whenever we can."

    Jane Wooley, SMP

  • "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

  • "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

Trusted by clients large & small

Let’s work together

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