Helen Carrie Writes

Copywriter to the technology, business, and travel industries

🖥 SaaS, IT Services, Cyber-Security, AI, Website Development
💡 Marketing, Financial Services, Leadership, Recruitment
🌎 Destination Guides, Luxury Travel, Travel Safety, Food & Drink

Specialist Writing Services:
✅ Website Copy
✅ Content Strategy
✅ Tone of Voice Development
✅ SEO Landing Pages
✅ Thought-Leadership Articles
✅ Blogs
✅ Concepts & Naming
✅ Video Scripts
✅ Case Studies
✅ Service Pages
✅ Product Descriptions

B2B Technology & Business Copywriter | B2C Travel Copywriter

Nasuni

B2B Ghostwriter

eduMe

B2B SaaS Copywriter & Brand Voice Consultant 

Rooster Punk

B2B SaaS Copywriter

Texaport

B2B Tech Copywriter & Content Marketer 

Castlegate IT | Web Design & Development

B2B Tech Copywriter & Content Marketer

DOHE

Conceptual Copywriter & Brand Voice Consultant

PLB Projects

B2B Brand Voice Consultant

rigo.agency

B2B Finance Copywriter

B2B Technology Copywriter

I'm the only B2B tech & finance writer who has also made BAFTA nominated TV watched by millions 💁‍♀️

So if your brand is ready for the big time, I can help you steal the show.

But why do you need me?

Well, because B2B has a big problem. And it's getting worse:

Everyone. sounds. exactly. the same.

Tech and finance brands are drowning in a sea of samey SaaS clichés.🌊
All promising seamless, scalable, innovative solutions. 
But not speaking plainly or - god forbid - with personality.

To top it all off, the content machine is hungry. And it needs to be fed.

😫 But ambition is outstripping resource.
😫 Content targets are ambitious and on the up.
😫 You need quality, human-first content that oozes with unique insights and converts at 101%.
🤯 And you needed it yesterday.

That's where I come in.

Yes, of course I've:

💸 Written copy for the AI launch of a finance software group.
📣 Provided brand voice consultancy to a global SaaS brand.
💼 Built a case study collection for a cyber security firm
🌤️ Ghostwritten content for a US hybrid-cloud giant.

...but then so have all the other B2B writers.

That's 👆 not why we should work together. 

This 👇 is why we should work together:

Because as well as all that, I’ve also been making TV for over a decade.

And here’s what that means for you:

✨ I can speak to your audience in a way they’ll understand and connect with. 
✨ I make obscure topics crystal clear and *whisper it* exciting.
✨ I know how to grab attention (and keep it) to make you stand out.
✨ I make the professional, playful and the incredible, credible. 

Also, I'm Northern. So I’m medically allergic to bullshit.

In case any doubt remains, here are some things my clients say:

📢 “Helen osmosed our brand so well it felt like she'd read our minds”
📢 “She is much more than just a copywriter - she is a creative and strategic partner."
📢 “We would recommend Helen to any business in need of thorough and insightful content.”

Oh and you’ll probably need some cold hard stats:

📈 28% the last conversion rate I hit
📈 78% my average email open rate
📈 73% of my clients booked again

So if you want to know how I can help you:

✅ Become truly differentiated
✅ Exceed your content goals
✅ Get consistent with your comms 
✅ Convert more prospects 
✅ Grow your client base 

You have 3 options:

1. DM me to set up an intro
2. Email me your project deets
3. Book a FREE no-obligation Exploration Call here: https://calendly.com/helen-carrie-writes/25-minute-discovery-call

In the last month, I’ve had 8 offers of freelance writing work. I turned them all down because I’m booked until 2026. This isn’t a boast. It’s a broadcast: work is out there. These are the 8 strategies I used to get oversubscribed:

𝟭. 𝗪𝗲𝗯 𝗰𝗼𝗽𝘆 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 – 𝘃𝗶𝗮 𝗲𝗺𝗮𝗶𝗹

This relationship started in 2021 when I wrote a cold email to the founders that was part poem, part fanmail, part brain fart.

💌 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Send client-centric, quirky, human cold pitches consistently. That’s how I built my entire business with no contacts, no experience, and no portfolio.


𝟮. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 – 𝗿𝗲𝗳𝗲𝗿𝗿𝗮𝗹 𝗳𝗿𝗼𝗺 𝗮𝗻𝗼𝘁𝗵𝗲𝗿 𝘄𝗿𝗶𝘁𝗲𝗿

When I started working with one of my clients, I added their other writer on LinkedIn to say hi. Months later, he came to me with work he couldn't take.

👯 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Network with other writers in your niche so you’re an easy choice when they're booked. 


𝟯. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 – 𝗶𝗻𝗯𝗼𝘂𝗻𝗱 𝘃𝗶𝗮 𝗳𝗼𝗿𝗺

No prior relationship with this brand. Dream client. They found me a week after I added 10+ links to my contact form.

☎️ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Make it INSANELY EASY to contact you and be clear who you’re a fit for. You need to put off the wrong people to attract the right ones.


𝟰. 𝗕𝗿𝗮𝗻𝗱 𝘃𝗼𝗶𝗰𝗲 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 – 𝗶𝗻𝗯𝗼𝘂𝗻𝗱 𝘃𝗶𝗮 𝗲𝗺𝗮𝗶𝗹 

An agency reached out cold after finding me on LinkedIn.

🔍 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Make sure your bio, About, and work experience sections say what you do and who for. People use LinkedIn as a search engine.


𝟱. 𝗩𝗶𝗱𝗲𝗼 𝘀𝗰𝗿𝗶𝗽𝘁 – 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗺𝗲𝘀𝘀𝗮𝗴𝗲

I had a intro call with this agency owner in Jan. She didn't have any work then, but we stayed in touch.

💡𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Suggest a pre-emptive intro even if there's no offer. You'll be more memorable if you've connected face-to-face.


𝟲. 𝗧𝗩 𝗽𝗿𝗼𝗱𝘂𝗰𝗲𝗿 𝗷𝗼𝗯 – 𝗪𝗵𝗮𝘁𝘀𝗔𝗽𝗽 𝗳𝗿𝗼𝗺 𝗳𝗿𝗲𝗲𝗹𝗮𝗻𝗰𝗲𝗿 𝗜’𝗱 𝘄𝗼𝗿𝗸𝗲𝗱 𝘄𝗶𝘁𝗵

Ok so strictly I don't work in this role any more but this is still relevant...

🗣️ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Stay. in. touch. with. everyone. you’ve. ever. worked. with. 


𝟳. 𝗪𝗲𝗯 𝗰𝗼𝗽𝘆 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 – 𝗳𝗿𝗼𝗺 𝗮 𝗕𝟮𝗕 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁

𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Network with people in your niche 𝘣𝘶𝘵 𝘰𝘶𝘵𝘴𝘪𝘥𝘦 𝘺𝘰𝘶𝘳 𝘥𝘪𝘴𝘤𝘪𝘱𝘭𝘪𝘯𝘦 so that you can team up without competing. 


𝟴. 𝟮𝘅 𝗴𝗵𝗼𝘀𝘁𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗽𝗿𝗼𝗷𝗲𝗰𝘁𝘀 - 𝗳𝗿𝗼𝗺 𝗲𝘅𝗶𝘀𝘁𝗶𝗻𝗴 𝗰𝗹𝗶𝗲𝗻𝘁

💎 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Make yourself indis-freaking-pensable to your current clients. You have a ~70% chance of getting rebooked VS ~5% of selling to a brand new prospect. 


These aren’t quick fixes. It took me ~12 months to go from feast-and-famine to having a healthy pipeline of recurring revenue. 

But find a mix that works for you, commit to it over the long term, and you will get booked.

And if you're a writer/freelancer in B2B please say hi - I'd love to send work your way ⚡

Helen Carrie

Want less BS in your B2B copy? I’m yer lass ⚡ The only B2B tech copywriter who has also produced EMMY award winning TV watched by millions worldwide ✒️ Copywriting | Content Marketing | Content Strategy | Brand Voice

Everyone: “When you write copy, assume that it will be skim-read.”

This ad on the back of a plane seat:

I found out this week that an email campaign I wrote to help a client win back cancelled customers influenced $4.4 million in licence renewals 😱😱😱 The single biggest learning?

I have got to start pricing by value.

Last week was a watershed moment in my life. I turned down the biggest opportunity of my career so far - and it was the best thing I've ever done. 

I've worked in TV for over a decade. 

Travelled the world shooting desert island travelogues, drunk frozen rosé under the Northern lights, produced Hollywood actors, and helped bring the stories of incredible people to a global audience.

But for the last 5 years I've also been building a freelance writing business. And in the past 18 months I've gone all in. 

Last week, a TV opportunity came my way.

Not just any job - the chance to work in my most senior role yet on a high-profile show for a global streamer. 

I turned it down. 

And, you know what, I feel good about it.

Why?

All because of these 2 things:

𝟭. 𝗔𝗰𝗰𝗲𝗽𝘁𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗷𝗼𝗯 𝘄𝗼𝘂𝗹𝗱 𝗵𝗮𝘃𝗲 𝗺𝗲𝗮𝗻𝘁 𝗲𝗻𝘁𝗶𝗿𝗲𝗹𝘆 𝗱𝗶𝘀𝗺𝗮𝗻𝘁𝗹𝗶𝗻𝗴 𝗺𝘆 𝗳𝗿𝗲𝗲𝗹𝗮𝗻𝗰𝗲 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀

A business I’ve built steadily but surely over the past 5 years. 

Cold pitching like a maniac, being rejected over and over, willing my network into being, and learning a whole new set of skills.

Is it glamorous? No.
Do I travel with work? Rarely.
Does it make for excellent anecdotes? Nahhh.

But it's creative, fun, and sociable.

I have incredible clients, a wonderful variety of work, recurring retainer income, and a gorgeously supportive community.

It gives me a balance of stability and freedom I simply never thought possible.

That's too precious to give up. 


𝟮. 𝗜 𝗱𝗼𝗻’𝘁 𝘀𝗲𝗲 𝗮 𝗳𝘂𝘁𝘂𝗿𝗲 𝗳𝗼𝗿 𝗺𝘆𝘀𝗲𝗹𝗳 𝗶𝗻 𝘁𝗵𝗲 𝗧𝗩 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆

This is hard to admit. 

But the UK TV industry is on its knees. 

I know ridiculously talented TV freelancers who have barely worked in 24 months. 

46% of documentary folk are unemployed.

I don't think the industry is dead. I’m sure a new equilibrium will be established. Fewer jobs for a smaller pool of people.

But the feast and famine cycle is real. I’ve never heard of a TV freelancer on retainer.

And that’s just the stress of being 𝘰𝘶𝘵 of work... 

I also found the job itself very stressful.

Short contracts
Unrealistic timelines
Intense pressure
Difficult personalities
Impossible schedules
Limited flexibility

No control over my life from day to day.

Don’t get me wrong: globe trotting in my 20s, and having money-can't-buy experiences was a privilege. 

But I’m ready to leave that in my past - and accept that writing is my future. 

I don’t expect it to be smooth sailing but I’m committed to finding my way ⛵ 

I heard recently that you have to close doors to move forwards. Well this felt like a medieval door closing with an ominous clang. 

But, at least so far, the universe is vindicating my decision:

I've had 5 different offers of writing work in the past 10 days (more than ever before - in either industry)

But I am still coming to terms with what feels like a Big Moment.™️ Still processing. And where better to process than in public on the internet ;)

14 months ago I thought “ghostwriting” was 𝘚𝘱𝘢𝘳𝘦, 𝘗𝘢𝘳𝘪𝘴: 𝘛𝘩𝘦 𝘔𝘦𝘮𝘰𝘪𝘳, and 𝘉𝘦𝘪𝘯𝘨 𝘑𝘰𝘳𝘥𝘢𝘯. Since then I've written for a CEO, a CIO, a CAIO, an AI Founder and 2x company presidents. Here are the 14 things I'd tell Last Year Me 👻:

𝟭. 𝗠𝗮𝗸𝗲 𝘁𝗶𝗺𝗲 𝘁𝗼 𝗺𝗲𝗲𝘁. People who need ghosts are too busy to write, but you do need regular chats. 30 mins/month is enough if you prepare, listen actively, and push for intriguing angles.

𝟮. 𝗥𝗮𝗽𝗽𝗼𝗿𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀. Execs share stories, failures, and challenges that most people would only tell a therapist. You need trust and lack of judgement for that to work. 

𝟯. 𝗦𝘁𝘂𝗱𝘆 𝘁𝗵𝗲𝗶𝗿 𝘃𝗼𝗶𝗰𝗲. Listen to them speak - podcasts, interviews, presentations, and voice notes - to get their voice in your head.

𝟰. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗧𝗼𝗩 𝗰𝗵𝗲𝗮𝘁𝘀𝗵𝗲𝗲𝘁𝘀. Make a one-pager for each client with a summary of their voice, favourite formulas, words and phrases, punctuation style, and structural preferences.

𝟱. 𝗜𝗻𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻 𝗰𝗮𝗻 𝗯𝗲 𝗲𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗲𝗱. Encourage clients to view their lives through a journalistic lens and find ideas at dinners, events, customer calls, sales data, and industry news. 

𝟲. 𝗟𝗲𝗮𝗿𝗻 𝘁𝗵𝗲𝗶𝗿 𝘃𝗮𝗹𝘂𝗲𝘀. Once you know what drives them and what they care about, you can start thinking like them.

𝟳. 𝗙𝗶𝗻𝗱 𝘁𝗵𝗲𝗶𝗿 𝘂𝗻𝗶𝗾𝘂𝗲 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲. This is what their audience will remember them for. Without it, you could be writing for anyone. Ask what hills they’d die on - and why.

𝟴. 𝗕𝗼𝗿𝗿𝗼𝘄 𝘁𝗵𝗲𝗶𝗿 𝗶𝗱𝗶𝗼𝗺𝘀. Study their word choices and - once in a while - use their exact turn of phrase. Don’t take it too far or they'll sound like a caricature.

𝟵. 𝗨𝘀𝗲 𝘁𝗵𝗲𝗶𝗿 𝗷𝗮𝗿𝗴𝗼𝗻. Jargon is a dirty word in copy but, used carefully, it's how you signal expertise, so drop in the odd insider term that their audience will know.

𝟭𝟬. 𝗕𝗿𝗲𝗮𝗸 𝘆𝗼𝘂𝗿 𝗼𝘄𝗻 𝗿𝘂𝗹𝗲𝘀. Their distinct style > your personal preferences

𝟭𝟭. 𝗜𝘁'𝘀 𝗮𝗹𝘄𝗮𝘆𝘀 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹. You're writing in the first person on behalf of someone else. That's a responsibility not to be taken lightly, so be respectful with their trust.

𝟭𝟮. 𝗗𝗶𝘀𝗮𝗽𝗽𝗲𝗮𝗿. Good copy is never about the writer, but ghostwriting takes that to the extreme. Shelve your ego and be a chameleon.

𝟭𝟯. 𝗪𝗼𝗿𝗸 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝘃𝗲𝗹𝘆. The author is the expert at their own perspective and personality. You are the expert at writing and marketing. Blend the best of your strengths.

𝟭𝟰. 𝗬𝗼𝘂 𝗺𝗲𝗲𝘁 𝗳𝗮𝘀𝗰𝗶𝗻𝗮𝘁𝗶𝗻𝗴 𝗽𝗲𝗼𝗽𝗹𝗲. People who need ghosts are often influential, successful, and outspoken so you’ll get immersed in some wild worlds.

Trying on different tones of voice for size is pretty much my retail therapy at this point. I’ve learned SO MUCH over the past year, and I’m excited to learn more. So tell me...

👻 Fellow ghosts - what did I miss?

👻 If you’ve ever used a ghostwriter - what did they do that you loved?

What do marketing and being on tinder circa 2013 have in common? 🔥


If you want to attract more of the right people, you have to actively repel the wrong ones. 

I moved to London 12 years ago just as online dating was just hitting the mainstream (those heady days etc etc).

As a lifelong language nerd, I quickly became obsessed with the art/science of writing the perfect dating profile. 

Soon, friends were coming to me asking me to improve theirs too
#copyediting 

A few months in, I had a fascinating realisation: 

The more I let my 🦇💩-weirdness come across blatantly in my bio, the fewer matches I would get…

…but the more compatible those people would be. 

Why? 

I was putting off people who weren’t interested in:

- Violent solar events 
- Ritual animal sacrifice 
- Wrought iron weathervanes
- Going hunting for horcruxes
- The bitter scent of fear carried on wintry eddies 

(to give just a few examples of content that got A/B tested back then 😝)

And attracting those who would reply with stuff like:

"Cute puppy in your pic. Shall we sacrifice him to Moloch?"

or 

"Where are Trump’s horcruxes hidden?" 

It made for:

- Instant connections
- Good chemistry
- Even a couple of long-term relationships (one still going strong 🤭)

💖 All the same things that you need in an ideal client. 💖 

That’s why positioning is so powerful. 

When you get laser focused about:

- What you do
- How you do it
- Who you do it for
- What motivates you
- Why your approach is unique

You will start putting people off your brand.

And that’s a good thing.

It frees you up from wasting time on people who aren't aligned on values, budget, or strategy. 

And those people who are still interested?

They’ll be on the same page, in the right head-space, and ready to commit for the long-term. 

#CoupleGoals 💘 

I got to shoot the breeze with Neale Mighall about all things positioning, brand voice, and personal branding on 𝗔𝗻𝗼𝘁𝗵𝗲𝗿 𝗕𝗿𝗶𝗴𝗵𝘁 𝗦𝗽𝗮𝗿𝗸 𝗣𝗼𝗱𝗰𝗮𝘀𝘁. 

So if you enjoyed this, you'll probs enjoy that too. 

Spotify, Apple Music, and YouTube links in the comments. ⬇️

“𝘠𝘰𝘶𝘳 𝘈𝘐 𝘮𝘦𝘴𝘴𝘢𝘨𝘪𝘯𝘨 𝘰𝘷𝘦𝘳𝘷𝘪𝘦𝘸 𝘸𝘢𝘴 𝘱𝘢𝘳𝘵𝘪𝘤𝘶𝘭𝘢𝘳𝘭𝘺 𝘦𝘹𝘤𝘪𝘵𝘪𝘯𝘨 - 𝘸𝘦 𝘮𝘢𝘺 𝘰𝘳 𝘮𝘢𝘺 𝘯𝘰𝘵 𝘩𝘢𝘷𝘦 𝘣𝘦𝘦𝘯 𝘨𝘢𝘵𝘩𝘦𝘳𝘦𝘥 𝘢𝘳𝘰𝘶𝘯𝘥 𝘵𝘩𝘦 𝘮𝘰𝘯𝘪𝘵𝘰𝘳 𝘪𝘯 𝘵𝘩𝘦 𝘰𝘧𝘧𝘪𝘤𝘦 𝘨𝘰𝘪𝘯𝘨 '𝘰𝘰𝘰'.”

Are you a SaaS brand adding AI capabilities to your core product but unsure how to evolve your messaging within losing your identity or starting over? 

💜 That's exactly what I helped eduMe with 💙

Here’s how we worked together: 

1. They shared their AI development plans and roadmap with me

2. I carried out a competitor analysis looking at what other players in their space were doing and saying about AI

3. We discussed their unique stance on AI, developing an AI ethos that felt perfectly ‘them’.

4. Then I blended the two and presented my findings, suggesting exactly how we could weave the new AI messaging across the site 

✨ Bonus ✨  they then hired me to update AI-related messaging on key web pages:

✅ Adding product detail but keeping it user-centric
✅ Tweaking the emphasis to put AI centre-stage 
✅ Communicating their stance on AI usage 
✅ Setting them apart from competitors

But without:

🚫 Weakening their voice
🚫 Sacrificing existing content
🚫 Losing sight of their value beyond AI

And because eduMe is a returning client, there was no ramping up involved which saved them time and money on the project. 

That’s why it’s worth finding a freelance copywriter you work with well and then sticking with them for the long term. You get a much greater ROI VS scrambling to onboard a new contractor every time. 

Just sayin’. 💁‍♀️

eduMe AI Messaging Strategy

Let's just say I've killed a fair few darlings in my time... 🔪🌹🩸 

Excited to drive yet more nails into their coffins at sclr labs Funeral of Good Ideas next Thursday ⚰️

🖤 Eulogist File #2: Helen Carrie
Tech Brand Voice Strategist | Emmy-Winning Shows Producer

She’s helped shape dozens of startup stories. Some she regrets. Some she rewrote. A few… she quietly buried.

This Halloween, Helen steps into the crypt with tales from the cutting room floor, from the startups that should’ve stayed in draft mode, to the TV pitches that died more dramatically than their pilots.

Helen’s bringing her Emmy-winning perspective (and dangerously sharp wit) to The Funeral of Good Ideas, where nothing is safe from scrutiny, especially the bad ideas we once believed in! 

She’s also (very politely) curious to see our new short film tribute to misunderstood innovators… directed by our team.
Let’s just say, her notes will come after 😉 

🪦 The Funeral of Good Ideas
🗓️ Oct 30 | 6–9PM | Secret Landmark Location
 🔗 RSVP before it gets edited out: https://luma.com/7o4ihltf

#Halloween #startups #scaleups #innovation

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