Jack Barclay

Hey, I'm Jack 👋 co-founder of Do Words Good, a copywriting & verbal identity studio for challenger brands.

Copywriters-slash-AI-wranglers

We've been writing copy for challenger brands for over a decade. We’ve written homepages, landing pages, pitch decks, press releases, OOH campaigns, ads… and we still do write a lot of copy.

But truth be told, we spend more of our time nowadays helping brands figure out their verbal identity (AKA, a language system for their brand) and how they can train their team and AI to write like them.

(We know. We’re not wild about the term verbal identity either. But it is what it is. It’s basically like brand voice on steroids, it’s not just how you sound, but how you adapt your voice, what you say… In other words, it’s like your brand guidelines that designers use, just for how you write. And it means AI can finally write in your voice.)

Want to see one of our brand voice chatbots in action?
Book a 30-min demo call or drop us a line at hello@dowordsgood.com

Who we've helped:

Over the last decade-and-a-bit, we’ve been lucky enough to help:

RNLI, OVO, Discord, Vodafone, Merck, Nursem, Toast Brewing, Animal, Beachbum, Drinkwell, plus a few hundred others across DTC, FMCG, SaaS and beyond.
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 verbal identity development and on-going copy support
👉 Built AI copywriting tools that let brands produce on-brand social, email and PDP copy at scale

"An absolute game-changer… hugely transformational for us as a brand"

"Working with Jack and Joe has been an absolute game-changer for us. Not only are our sales way up, but they really helped us nail who we are as a brand, how we should sound and gave us a brand voice & messaging playbook (and AI copybot) that our whole team have used to make everything we do unified and on-brand. The whole thing was hugely transformational for us as a brand. Highly recommend." Max Reynolds, Founder, Beachbum

We're probably a good fit if:

✅ You need copy written and want it to actually sound like your brand
✅ Your messaging is starting to feel a bit "held together with tape"
✅ You want your team (or your AI tools) to write on-brand without briefing a copywriter every time
✅ You're building for the long run and care about having a voice that holds up

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, maintain momentum through a few clear review points and get our heads down. That way, you end the sprint with something signed off and exactly how you want your brand to sound.

Want to chat?
Book a 30-min intro call — or drop us a line at hello@dowordsgood.com

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