Joe Karaali-Barclay

Hey, I'm Joe 👋 co-founder of Do Words Good — a verbal identity and brand copywriting studio for challenger brands.

We've been writing copy for challenger brands for over a decade. Homepages, campaigns, product copy, email, pitch decks… the lot.

And while we still write a lot of copy, AI has changed the game. We know that your biggest pain point now isn't "who can write this for us?", it's "why does AI make our copy suck?!".

That's why most of our time nowadays goes into helping brands figure out their verbal identity. What they sound like, why it keeps drifting, and how to fix it so their whole team (and their AI tools) can write consistently on-brand copy every single time.

That usually looks like one of three things:

✅ We write the copy for you, sprints of 1 to 4 weeks, heads down, everything done

✅ We build your voice system — strategy, guidelines, messaging frameworks, the works

✅ We build an AI copybot trained on all the nuances and quirks of your brand voice
(Most of the time, it's a mix of all three.)

Who we've worked with

Discord, Vodafone, OVO Energy, Nursem, Toast Brewing, Animal, Beachbum, Drinkwell, Dr Dent, RNLI — plus almost 300 other brands across DTC, ecommerce, SaaS, hospitality, and B2B.

A few wins

👉 Helped grow an ecommerce brand from £5.6M to £25.2M by repositioning and rewriting their copy and brand voice

👉 Helped a brand grow revenue by 78% the quarter after a 4-week copy and messaging sprint

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

What a client said

"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."
— Lindsay Newell, Marketing Manager, Nursem

We're probably a good fit if:

✅ Your brand has something genuinely brilliant to say, but the copy isn't saying it yet
✅ You want words that sound like you — not like a brief got fed into a template
✅ You're building for the long run and want a verbal identity that grows with you

Want to chat?
Book a 30-min intro call → or email hello@dowordsgood.com

📬 We also send a weekly newsletter — brand breakdowns, copy frameworks and consumer psychology you can actually use. Read by people at Gousto, Bloom & Wild, LEGO and Toast Brewing.
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