About Lewis
Me, my messaging, and I
Before you decide whether you want to work together, take a few minutes to learn more about me and how I work.
The first section is about my approach, the second is about me.
Words from clients
“Lewis is a great copywriter. He has delivered fantastic results. He is easy to work with, enjoys collaborating and is always honing his skills.”
–Stephen Bavister
Director & Founder of LexisClick Growth Consultancy
“Lewis was recommended to me by another expert. The response I got was more than I could have hoped for.”
–Matt Brennan
Director, Grange Fitness
“Nobody understood our brand and our audience the way Lewis did. We’re getting exactly the results we hoped for. Highly recommended.”
–Aliss Oxley
General Manager of Five Create (MetMo)
“I’ve had great pleasure working with Lewis on a number of projects. He’s made decisions that have greatly benefited our clients’ businesses.”
–Daniel Bowler
Founder of Norris Media
Words from clients
Hi, hey, hello
My name is Lewis. I’m a freelance direct response copywriter, based near Ipswich, Suffolk.
I’ve been a copywriter for over 7 years now.
And I’ve written for 80+ businesses across the UK and Europe – including campaigns that have run across 14 different countries.
These wonderful folks have been everything from supplements, fidget toys, and garden rooms… to dentistry, SaaS, cinemas, preserved flowers, cleaners, marketing agencies, and even broadband providers.
And my approach solely focuses on making “yes” as easy and as intuitive as possible.
CEO of Pen to Paper
Chief Friction Officer
Head of Pattern-Spotting
Manager of Assumption Unpicking
The team
To make sure every business I work with gets exactly what they need, on time, and always to a high standard, let me introduce you to the ‘team’.
I joke.
It’s just me. (And my ever-changing hairstyles)
But I do spend a dedicated amount of time learning, and improving different areas of persuasion, so I can keep bringing better results to my clients.
Currently mentored by two of the UK’s top direct response copywriters: Nick O’Connor and Glenn Fisher
And trained by the original conversion copywriter
My approach
Tactics change. Principles don’t.
While many copywriters and marketing folks chase the next tactic or trend, I focus on something steadier. Something that doesn’t change. Something timeless… Principles.
These are like the roots of a tree. Without them in place, ‘market winds’ block our path to your customers saying “yes”. But with them, we can engineer messaging that works again and again.
The invisible marketing barrier
To demonstrate my approach, I’d like to tell you a story…
A couple of years ago, a business, local to me, was struggling.
They’d been operating for 20+ years, and were previously very successful.
However, a “big chain” competitor had entered the town, undercut their prices and threatened their existence.
They tried countless marketing changes. More tactics. Small optimisations. New offers.
They needed results. Quickly. But nothing seemed to work.
Fast forward to today…
They have a lifetime record of paying members – at an all-time high membership fee.
…making more money than ever.
And while things inside their business have changed, the biggest impact came when we re-assessed their foundations.
And actually removed something.
Something you can remove for better results too.
Remove this at all costs
Sometimes this barrier runs business-deep.
Sometimes it sits inside a single step of the customer journey.
But for as long as it exists in your business, your marketing and messaging will never work as well as they could.
In fact, if it’s left long enough, it can literally ruin your business.
The barrier, I’m talking about:
Friction.
It’s foundational – and it comes in all shapes and sizes.
There’s clarity friction, cognitive friction, emotional friction, effort friction, even identity friction.
Each one adds weight to the decision.
Weight that doesn’t need to be there.
And when you remove it from the customer journey, “yes” becomes effortless.
The good news?
There’s a simple, almost-guaranteed way to do it.
And it starts in the mind of your customer…
The two ways of deciding
It’s well understood in psychology that we (humans) don’t decide in a single, rational step.
We have two “systems”.
System 1 is fast, automatic and instinctive. It operates beneath conscious awareness, scanning for risk, effort and familiarity.
This is like the brain’s gatekeeper that determines when to ‘think’.
System 2 is slower and more deliberate. It analyses, compares and justifies…
But only after System 1 has granted permission.
If System 1 isn’t settled – like if something feels risky, effortful, or unclear – then System 2 simply justifies the hesitation, and the decision stalls.
So, for your messaging to work, it must first satisfy the instinctive system.
And then give the slower system what it needs.
Over the last 7+ years, I’ve developed a repeatable process that lets me uncover what both systems need – and then build messaging around them.
And because it’s principle-based, it works for any business.
Now, I’d love to apply it to yours.
The cleanest, leanest path to action starts here
Using my proven research and writing process, I uncover what truly drives (and stops) your customers from acting. So you can have messaging that gets results.
I’ve been refining it for almost a decade, alongside more than 80 businesses in the UK and Europe.
And now I’d like to apply it to your business. Click the button below to get started:
Business mode off. Personal mode on.
Want to know more about me? Read on…
Engineer turned copywriter
I graduated with a 2:1 in Automotive Materials Engineering from Loughborough University.
(Think, analysis of alloys, composites, polymers, ceramics (etc) to understand their behaviour)
All very logical. It either works or it doesn’t. It’s right or it’s wrong.
So, why copywriting?
Well, I stumbled across it, loved it, and leant into it.
The fact two opposing answers can be true (e.g., upping and dropping price can both increase sales) tickled my brain in a way I’d not experienced before.
So I continued.
And I started by helping a course mate sell vintage and antique jewellery online.
Toothless
Loughborough also focuses heavily on its sport.
I’d played rugby my whole life, including a short stint at Northampton Saints Academy. So, I chose Loughborough to see how far I could go.
TLDR: it didn’t work out.
But I’ve always weight trained.
So, after graduation and stopping rugby (thanks to a few too many concussions, broken jaws and missing teeth), I missed the competitive element of life…
And in 2023, I ended up doing a couple of natural bodybuilding competitions with the help of my coach, Jan.
From being rather heavy for rugby, I ended up losing ~30kg before stepping on stage.
I’ve got no plans for more shows. But I’m still a bit of a health and fitness fanatic.
Life in a rucksack
After I graduated in 2019, I went into an engineering-related graduate position and continued copywriting on the side.
I then crashed my car on the way to work, decided I never wanted to commute ever again – and quit. (Okay, there was a touch more thought than that)
So, now it was do or die. Bills to pay, my own very hungry mouth to feed.
And just as momentum started to build, COVID hit.
Then, I decided I never wanted to be inside ever again – so my girlfriend (now fiancé) and I, went backpacking.
(Okay, that was actually a long-term goal of ours, COVID just made it clearer)
We spent the following 4 years or so backpacking. And we ended up visiting 40+ countries together. (While I “WFH”)
From sipping cocktails on a beach in Thailand to a two-day trip down the Mekong in Laos, or even visiting the Atacama Desert in Chile, we’ve been fortunate enough to see and experience lots.
An opening gambit
When we were in Australia, I picked up an old interest. Chess.
I was supposedly the first ever ‘Year 3 Chess Champion’ at my primary school. But in a school of ~40 kids, nestled inside a quiet village in Suffolk, well, yeah… not exactly the stiffest of competition.
And I’m definitely no chess prodigy.
But over the last few years, I’ve started playing again and regularly play for my local club in Stowmarket.
(On Chess.com? Add me: “MateinLew”)
Tuning the details
I’ve also played guitar since I was about 9/10 years old.
Back in school, I played in a band. But now resort to bedroom rocking and mildly annoying my neighbours.
What kind of music?
Anything from Red Hot Chili Peppers to Alice in Chains to Led Zeppelin and The Beatles.
If you can hear the guitars, I’m down.
A different kind of board
Since slowing down and stopping the travelling, I’ve had time to revisit some other old hobbies and interests.
More recently, skateboarding…
And I can categorically tell you this is far harder – and scarier – than it used to be.
Thankfully, no serious injuries yet – and hopefully it stays that way too.
Someone you’d like to work with?
There we are, a bit of a life story. But hey, you wanted to know about me.
Think I’m someone you’d like to work with? Come say “Hi”, and let’s take a look at your business and see where we can make you more money.
