Your Brand Isn't The Hero (And That's a Good Thing)

Picture this:

You’ve got an amazing organisation, a brilliant product, or a world-changing service. You know it can help people. You write a blog post about it, explaining all the features and benefits. You send out a newsletter. And post on social media.

And then… the void.

If this feels familiar, you're not alone.

You see, the problem isn't what you're saying; it's how you're saying it. You're handing out facts when your audience is desperately craving a good story.

The good news?

My job isn't just to write for your brand; it's to become your brand’s storyteller.

Why a good story is basically marketing magic

The truth is, nobody’s life was ever changed by a bullet-point list of features. Our brains are wired to connect with stories. A great story builds trust, creates an emotional connection, and makes people feel seen.

When you're creating content about disability and inclusion, the words you choose are a big deal.

And, that first bit of copy on your website or in an email? It's basically your first handshake, the thing that shows people you genuinely "get it."

That’s where I swoop in.

My inner English teacher is a total stickler for grammar and getting the details right. My time as a co-founder and marketing manager for Lara Guide Dog School taught me what it takes to build a community from the ground up.

And my own lived experience as a disabled woman?

Well, that means I don’t just research this world—I live in it.

This unique mix is why I love partnering with brands and non-profits who are ready to do this work the right way. Because for me, the disability community isn't just a niche.

It's my community.

So, let's begin.

My 3-step process for crafting your brand's story

So how does it work?

Over the years, I’ve developed a simple, three-part recipe that I use to turn a brand's message from forgettable to unforgettable. It all starts when I realize the most important thing:

Your brand is not the hero of the story.

Step 1: Find Your Hero (Spoiler: It's Your Customer)

So, how do I get to know your hero?

Honestly, it’s the one part of my job where I save a ton of money on coffee.

While other writers might be brewing a huge pot for a long night of research and fact-checking, I get to start with the inside scoop.

What are their frustrations? What do they secretly wish for in a product or service?

Thanks to my lived experience, I don’t have to guess at the answers—I’ve already scribbled plenty on my coffee shop napkins. And if one’s missing? I have a network of brilliant, disability-inclusive experts ready to fill in the gaps.

Step 2: Highlight the problem they're facing

A story without a challenge isn't a story at all. So, I paint a clear picture of the problem your hero is facing, and I show them how you understand their struggle.

I take their nagging internal monologue—the anxieties, the hopes, the "I just wish someone would..." thoughts, and put them on the page. This is the most crucial step for building trust.

Because when a reader sees their own frustrations looking back at them, they lean in and think, "Finally. Somebody who gets it."

Step 3: Introducing you as the guide with a plan

Once the hero and their problem are clear, I introduce you. Not as another hero, but as the experienced, empathetic guide who can help them win.

This is where I write the content and position your product, service, or organization as the solution and makes them feel welcome. I write blog posts answering their questions with real insight. I build the bridge between their problem and your solution with delightful case studies. I make them feel like you are the obvious and only choice.

You're the climber. I'm your guide

Think of it this way: your customer is a determined mountaineer, trying to reach the highest summit in the Swiss Alps.

You're not a competing climber trying to get there first; you're their expert Sherpa. You've navigated this terrain before. You know where the hidden dangers are, you carry the essential tools, and you guide them on the safest, most effective path to the top.

They still have to do the climbing, but your expert guidance makes their success possible.

Are you tired of your message getting lost?

You don't need to be the hero. Let's team up, and I'll write the words that connect with your audience and turn them into loyal fans.

Ready to tell a better story?

If you’re a brand, non-profit, healthcare organisation, or agency working to connect with the disability community, I’d love to hear from you.

Get in touch to chat about your project. I'm here to help you get it right.