A little Tongue goes a long way.

The tongue is a funny thing. It knows what tastes good before you’ve found the words for it. It can flatter, flirt, provoke, persuade and occasionally get you into trouble. A few well-chosen words can do much the same: turn a product into a proposition, a proposition into a craving, and a craving into a sale. Taste. Talk. Tempt. That’s where I come in.

The Tart.

A little sweet. A little sour.

There’s an art to a good tart. Enough sweetness to tempt you. Enough sharpness to keep things interesting. A satisfying bite. A little mess. And absolutely no reason to stop at one.

I’m Maxim. Like the magazine. So yes, I know a thing or two about getting attention. A little like a homecoming, really.

Desire. Temptation. Taboo. Bodies. Appetite. Pleasure.

I write brand voices, websites, packaging, campaigns, emails, social and all the bits in between. For brands in sexual wellness, intimate personal care, supplements and complementary medicines, food and drink.

Basically: you make the thing. I make people want it.


Penny for a pound.

Tone of Voice

Find your filthy little voice. The line that makes them laugh. The phrase they steal and repeat. The brand they recognise before they’ve even seen the logo. That’s a voice with a pulse. I’ll find yours, sharpen it and give everyone in your business permission to use it.

Website Copywriting

Get them to bite. You can have the prettiest website in the world and still have people wandering around it like they’ve lost their keys. Good website copy knows where to put the signposts, when to shut up and exactly when to say, “Go on. You want this.” Because getting someone onto your website is one thing. Getting them to do something is quite another.

Email Copywriting

Keep them coming. You know that friend who only messages when they want something? Don’t be that brand. Email should give people a reason to open, click, come back, buy again — and occasionally wonder how you knew exactly what they wanted. Because the relationship shouldn’t end at checkout.

Product and Packaging Copywriting

Make every inch earn its keep. A few words on a bottle can do a surprising amount of heavy lifting. Explain it. Differentiate it. Make it desirable. Maybe even make someone pick it up when they came in for something else. Small canvas. No room for bullshit.

Social Media Copywriting

Don’t just post. Provoke. Another post. Another reel. Another inspirational quote nobody asked for. Another brand saying “We’re excited to announce…” Please, god, no. Social should make someone stop scrolling long enough to have an actual thought. If nobody cares, the algorithm probably doesn’t either.

White Label Copywriting

Your secret’s safe with me. You’ve got the client. You’ve got the strategy. You’ve got the deck. You just need someone to make the words considerably less shit. I can work behind the scenes, fit into your process and quietly make you look like the cleverest person in the room. Your client gets the credit. You get the glory.

My sweet spots.

Sexual Wellness

Your product’s designed to get people off. Your copy shouldn't put them off.  

There’s a fine line between confident and cringey, sexy and sleazy, playful and please make it stop. I know where that line is.

Food + Drinks

Sell the sizzle. Not just the sausage. 

Food is sensory. So why does so much food copy read like an ingredients list wearing a nice shirt? I turn flavour, texture, provenance and personality into words that make people hungry. Because “delicious” is doing absolutely fuck-all on its own.

Intimate Personal Care

Your customer has a problem. They don't need another reason to feel awkward about it. 

They need words that make the whole thing feel a little less oof and a lot more of course. Clear, confident, human. No euphemisms required.

Supplements + Complementary Medicines

There’s a lot to swallow between an ingredient and a sale. 

Science. Claims. Compliance. Benefits. Acronyms nobody asked for. Your customer doesn’t need a chemistry degree to understand why they want your product. I make complicated things easier to take.

Bits and pieces.

  • Six rounds of colorectal surgery says yes. I’ve spent a frankly unreasonable amount of time thinking about the human body — what it does, what it doesn’t do, what we call it when we don’t want to call it what it is, and all the strange little euphemisms we’ve invented to avoid saying arse.

  • A sharp pencil and an even sharper bullshit detector. I’ll get into the product, the problem, the audience. Then I’ll turn it into something people can understand, remember and want.

  • Only when the work needs it. I’ll challenge a lazy proposition. Kill a line you’ve fallen in love with. Pull apart the brief if it’s pointing in the wrong direction. Then I’ll help put it back together better. I’m not here to be difficult. I’m here to make it difficult to ignore.

  • Yes. Your baby is ugly.

Gird your loins.