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I create value that transcends price.

I design brand voices that are clear and appealing. I write customer communications that are personable and persuasive. And I have a knack for simplifying the gnarliest of topics. You can engage me to write on your behalf, or to train your people how to write like, well, people. Involve me and I'll help you create value that transcends price.

Call me Cyrano.

Cyrano is my subscription-based writing, editing and training service. For a fixed monthly fee I'll become an extension of your brand and marketing departments, writing, simplifying and improving your messages and documents. All my time is accounted for and any unused hours can be rolled over and converted into writing training for your people, either remotely or in person. I've trained over 4,000 people to write with clarity and charm at organisations like Telstra, Qantas and Velocity Frequent Flyer. Contact me for a chat and rates.

Tony Pearson, CEO, A.H. Beard

“Nobody writes for our business

like Peter. He created a whole

new vocabulary that's helping

us transform from a bed manufacturer into a luxury

sleep wellness business."

Jeremy Larkin CEO,

Customer Service Institute of Australia

"Peter's training has been a success with CSIA members and its content now forms our certified customer communication excellence program."

Iain Good, Premiumisation Partners

"Peter is that rare breed of copywriter: a craftsman who uses words to create exponential value for our clients."

Some of
my work.

I write compelling marketing communications

and content for great Australian and global brands.

I also create distinctive brand voices and train people

how to be more human and helpful when they write.

In 2020 I helped luxury travel business Abercrombie & Kent redefine the way it writes to prospects and customers. I created a brand voice for them called "The Storyteller", then executed it at every written touchpoint, including this press ad for their tours to South America.

The AFL wanted to attract supporters for its new club in Western Sydney. I had the idea of inviting local AFL fans to choose names and colours for the team. We created nametheteam.com and thirty five thousand people got involved. The rest is AFL history.

From 2021 to 2024 I helped A.H. Beard transform from a bedding manufacturer into a luxury sleep wellness brand. My role covered brand voice development, launching their fully sustainable Origins range and creating a brand property called Premium Sleep. Press play below to view the cinema commercial for their newly repositioned brand.

When Hill's Pet Nutrition wanted to engage new pet owners, I created an online information resource called the Pet Parenting Academy. New pet owners were directed there from ads and pet store promotions, where they enjoyed a rich source of advice about raising healthy, well-nourished pets.

Timely eDMs gave useful advice for keeping pets healthy at each stage of their growth.

Martell Cordon Bleu is one of the world's great cognacs with a storied history nearly three hundred years old. The promotional DM campaign I created for them in Singapore harvested the brand's rich heritage to grow sales and win a Caples Worldwide Gold Award for Copy.

When was the last time a headline really caught your attention? It's an ability that separates true copywriters from content writers.

I'd describe my copywriting approach as 'classic with a twist'. This ad for Abercrombie & Kent's philanthropic arm is a good example.

I enjoyed a 14-year relationship with the world's best-written publication. I discarded dozens of headlines before arriving at this one, which introduced a subscription offer.

I design brand voices for all kinds of businesses, then embed them with guidelines and tailored training.

I find unique ways of describing my clients' products and services. For the builder Greenspan, 'prefabricated' didn't do justice to the quality of their products. I coined the term PreCrafted, which is now a cornerstone of their business.

When working with A.H. Beard, I created the term Premium Sleep to describe the deeper, more rejuvenating rest their products provide.

Premium Sleep is now an integral part of their business, sitting proudly on their logo and shaping sales conversations with their retailers and customers.

This is incredibly valuable to them, because it elevates their business above spring counts and foam densities to a place that is hard for others to compete.

This is what I mean by creating value that transcends price. All through the creative use of words.

I create value that transcends price.

Some of my work.

Some of
my work.