On-call copy & messaging support for ambitious challenger brands.

Yeah, it’s a good question. Ultimately, it’s about how much support you need and, by extension, what kind of role you want us to play.

On-call is more for teams that need copy on an ongoing basis, but aren’t at that “we need a full time copywriter” stage yet. Think everything from “can you sanity check this email before it goes out?” to reworking PDPs, emails, etc… month after month.

Fractional is twice as many hours deeper, ongoing ownership of messaging, brand voice, etc…. Think more thinking time, more copy going out and two senior copywriters proactively owning your messaging and copy on all fronts. (Like having two heads of copy.)

Great question. So, when you start fractional support, we’ll set up a shared Slack channel and add you to our client portal.

Slack can be used for anything from hitting us up with a question to jumping on a huddle to briefing in small tasks, but your client portal is where we’ll add tasks, track progress, store feedback, etc…

Oh, and we’ll work in your tools where possible (Klaviyo, Figma, CMS) so you’re not stuck copy-pasting from a Word doc like it’s 2009.

That depends on the brief, but the whole point of fractional is momentum.

We’ll get to work on your projects as a priority and get you a draft to review fast.

Oh, definitely strategy too. We see copy as your brand strategy in words, and we try not to write a word until we’ve done the deeper, more strategic thinking.

(Because that’s how you end up with copy that sounds nice but doesn’t really reflect your brand or grow with you as you grow.)

TLDR: we’ll help you figure out what to say, who you’re saying it to, and what needs to be true for someone to buy… then we’ll write the copy.

Ah, this is the big question, isn’t it? Yes, we do use AI but almost entirely only for the boring bits.

(We use it to organise our research, run sentiment analysis on customer reviews, double-check trends and studies, etc…)

Occasionally, we’ll use it to explore new angles or to speed up our own process for writing low-impact batch work (like product descriptions).

But all of the thinking, positioning, drafting and final writing is done by us, the old fashioned way.

So you can rest easy that we’ll never send you anything with an em dash or a “this is not X, it’s Y” structure.

Oh! And if you’re a team that uses AI, we build every team that does a longer engagement with us with their own customGPT that writes email captions, social captions and other day-to-day copy in their voice.

Our lawyers have advised us to say “no comment”. And considering games of FIFA used to end in thrown controllers and getting separated, that’s probably for the best.

While we’re more than happy to be hired guns, we absolutely love teaming up with brands where we feel like part of the team.

So, in other words, whatever works for you. But we much prefer becoming part of the team. (And we think the work is better for it, too.)

Oh yeah, 100%. We’re happy to do a regular check-ins (and jump on calls for launches / handovers / stakeholder wrangling), but we’re also very pro async too.

100%. If you’ve already got a voice, we can write it that voice from day one.

And, as you grow, we can help you update it so it never feels restrictive or like you’re outgrowing it.

If you don’t have a brand voice yet, we can help you put one together as part of our monthly tasks.

There’s always going to be months where you’re swamped and everything is urgent. We get that.

In times like that, proactive communication helps us allocate hours to jump in and help out.

(Plus, while we can’t bend time, we’re pretty good at triaging and getting shit done. We’re also cool with you “borrowing” hours from the following month too.)

There’s a 3-month minimum commitment.

That’s because fractional is more like hiring a team member than outsourcing a task.

And that means that the first few weeks are about getting properly embedded with your team, learning your product, your customers, your data, and how your team works.

By month three, everything has usually compounded and we feel like part of your team.

At the end of month 3, you’ll be able to let us know if you want to continue fractional support, no pressure.

If you’re not sure Fractional is right for you right now, a Punch Up or Sprint is a great “try us” entry point first.

We can definitely help with a lot, but we’re not a content mill.

Fractional works best when we’re focused on the stuff that moves the needle: messaging, conversion journeys, launches, key pages, emails, retail decks.

Blog content doesn’t usually fit into that bucket. (But we have been known to do it on occasion if people ask nicely. So yeah, pretty much everything.)

Yes, 100%. We know that cashflow is a tricksy beast.

So we accept corporate cards (including Amex), and if you need to split billing out over up to 4 months, it’s no biggy. (No fees or anything like that. Just let us know and we’ll divvy it up.)