Joe Karaali-Barclay

Hey, I'm Joe 👋 co-founder of Do Words Good, a copywriting studio for ambitious ecomm and FMCG brands.

How we help ambitious brands

We help scaling brands with messaging strategy, positioning, brand voice and story plus putting it all together across every touchpoint (PDPs, landing pages, email flows, retail decks). With 25+ years combined experience, everything we do is backed by research and consumer psychology, so your copy doesn't just sound nice, it helps the right people understand your product's unique awesomeness (and then hit buy).

Who we've helped:

Discord, Vodafone, Disney, Nursem, Toast Brewing, Animal, Beachbum, OVO Energy, Merck, Drinkwell plus almost 300 other brands across retail, ecommerce and tech.

A few wins:

👉 Helped grow an ecommerce brand from ~£6M to almost £20M by repositioning + rewriting their site copy

👉 Helped a brand grow sales by 78% after a 4-week copy & messaging sprint

👉 Helped a US brand go from $7M to $38M over a year with fractional copy support

"Jack and Joe were mind readers."

"We’re about to kick off a DTC glow-up. The copy on our site was inconsistent and our PDPs were a bit all over the place. We knew we could do more to clearly communicate our USPs.

As a small team, we wanted some external support to kick-start a redesign of our hero product PDP. Jack and Joe were mind readers. They quickly spotted the real customer pain points and reshaped the page in a way that was clear, focused and exactly what we’d hoped for.

It’s given us everything we need to brief our developer and designer. I’m very keen to work with Do Words Good again on future projects."

Lindsay Newell, Marketing Manager, Nursem

We're probably a good fit if:

✅ Your brand's levelling up, but your messaging is starting to feel a bit "held together with tape"

✅ You want copy that converts and sounds like you, no gimmicks, no "CRO bro" stuff

✅ You're building a brand for the long run and care about trust, reputation & repeat customers


How we work:

We run most projects as 1, 2 or 4-week sprints. That's because we've been doing this for over a decade and know that once a project goes on too long, it gets sanded down and signed off so that it's fine but nobody really loves it.

Instead, we get aligned early, make sure we maintain momentum with a few clear review points, and get our heads down in full focus mode so you end the sprint with copy that is signed off and exactly how you want your brand to sound.

Plus, everything lives in our client portal, and we work in Figma / Klaviyo wherever we can so things are transparent and ready to hand over to design/dev to polish and publish.

Want to chat about your project?

Let's chat → Book a 30-min intro call (or email: hello@dowordsgood.com)

📬 PS. We also send weekly copy tips (every Tuesday):

Join the DWG newsletter for brand breakdowns, consumer psych, and frameworks you can pinch. Read every week by legends at brands like Gousto, Bloom&Wild, LEGO and Toast Brewing.


"Flippin' love these joy-filled insights. Thank you for so generously opening up your brains." — Louisa Ziane, COO @ Toast Brewing

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