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The 1:1 editorial partnership for fast-moving founders and service pros who want their words to work without the guesswork. 

The Swivel Chair

Big ideas still need sharp judgement. 

The best part of working for yourself? There's no-one to tell you what to do. 


There's being good enough...and there's being the go-to.


You’re asking yourself: 

“Am I assuming my reader knows or cares about this more than they do?” 

“Is this clear or have I read it so many times that it’s only clear to me?” 

“Have I buried the real point two paragraphs deeper than it should be?” 

“Does this actually sound like me, or is it interchangeable with anyone in my industry?” 

“Is this actually the strongest angle, or just the first one I landed on?” 

What you don’t have is someone next to you who already knows the wider context of your business. 

Someone who understands your brand, voice, audience, and messaging well enough to spot what you can’t - without needing the full backstory every time. 



When you’re the person coming up with the ideas, and putting them into words, and trying to gauge if they work, and managing literally everything else, it’s hard to know when to hit publish – and when there’s something sharper hiding just beneath the surface. 

Because it’s never just “tweaking the landing page” or “sharing a quick post”, is it? 


    


We know and love the romanticised ideal of running a business. 

It feels good to repost a reel of an Aperol Spritz on a balcony overlooking Cinque Terre with a text overlay that says “this and never asking permission to go on holiday again"  in tasteful serif.

But frowning at the same sales page at 11.48pm, face dimly lit by the MacBook screen, with “this and the crushing weight of having to trust my own judgement for every single thing” doesn’t quite have the same aspirational charm.
 
Ah, the duality of business ownership. 

 

The worst part of working for yourself? There's no-one to tell you what to do. 


that's what the swivel chair is for. 

An editorial partnership. 

You bring the half-baked draft, not-quite-there wording, or the niggling question you’ve been ruminating over. 

I bring an experienced editorial eye and, crucially, context.
We'll start by getting properly under the skin of your business with a thorough brand questionnaire and kick-off call. 

Then, as we work together, I spot the patterns: what sounds unmistakably like you, where you tend to skim over the good stuff, what your clients need to hear from you, and where your messaging is evolving.

With every piece we work on, that shared understanding gets deeper. Instead of starting from scratch each time, we cut straight to what needs our attention.




let's do this

It's not a copywriting retainer.
It's not a one-off audit.
It's a secret third thing. 

The Swivel Chair   The Swivel Chair   The Swivel Chair  The  Swivel Chair  

Why the name?

But the most useful thing wasn't just having someone a 180-degree spin away. It was that they already knew the client. 

When I worked as a PR executive, the swivel chair carried me through agency life. 


If I wanted a second pair of eyes on a press release I’d just drafted…

Or someone to go over a pitch email with a fine-tooth comb…

Or to ask, “Does this sound like them to you?”  about a client’s tone of voice…
 
I’d just spin my chair around and run it past my colleagues. And vice versa.









I didn't have to explain their brand, audience, objectives or tone of voice from scratch before we could get into it. 

They’d already absorbed all of that context, so we could get straight to the judgement call: what worked, what didn’t, and why.

That’s what I want to recreate for you. 

Let’s swivel

  • The about page that “does the job” but leans on the same identikit phrasing as everyone else in your industry. 

  • The Instagram carousel that’s thiiiiiis 🤏  close to expressing a smart, original thought but you can’t quite shape it. 

  • The homepage that’s in its *checks notes* fifth iteration, but you’re still opening the Google Docs app for “a quick tweak”.

  • The sales page that technically has all the key info, but something is still making your eyes glaze over mid-scroll.

  • The offer idea you know has legs, but the angle isn’t doing it justice. 

  • The dense AI-assisted draft that saved you an hour by filling a blank page, but cost you four trying to make it sound distinctively yours. 







oop...relatable

So, what can you actually swivel your chair around for? 

"Jo's ability to take an idea and turn it into something both strategic and genuinely human is rare. Nothing ever felt forced or overly "copywritten" - it always sounded like us, just sharper, clearer, and more impactful." 

amy guy, founder of the nail tech org 


Before you send me anything, you’ll complete a brand questionnaire and we’ll jump on a kick-off call. I want to hear all about the stuff that usually just lives in your head: your voice, clients, stories, methodology, opinions, goals, what’s changing, what you’re bored of saying, what you wish people understood. 



How does this work? 

I get up to speed. 

you swivel. 

we diagnose and refine. 


I’ll tell you what I’m seeing, why I think it’s happening, and what we can do about it - whether that’s edits, suggestions, follow-up questions, or even telling you to stop chopping and changing it because it’s already spot on! 



We build on what came before. 

This is the crux of it. Every time we work on something, I learn more about how you think, write, and communicate. Over time, our shared understanding gets deeper and my feedback gets richer as it’s informed by everything that’s come before. 




Throughout the month, bring me the specific things you want a fresh perspective on. That could be a page, paragraph, rough draft, angle, idea or question. The more specific the sticking point, the more productive we can be. 



FAQs

What can I send you? 

Individual website and sales pages, emails, social posts, potential angles, AI-assisted drafts, a half-formed idea you jabbed into your Notes app at 1 am…basically, the things you’re trying to get right for your business.

The Swivel Chair works best when you bring me a specific concern: “Will I lose them here?”, “Does this angle actually make sense?”, “Why does this section feel flat?” - rather than dropping a link to ten pages and asking for “more sparkle”.  😉



How much can I send you? 

The Swivel Chair is designed for ongoing, focused editorial support throughout the month rather than one hefty copy dump.

As a rough guide, I set aside around a day of editorial capacity for you each month, spread across the month as and when you need it. 

Some things might take 20 minutes; others might need a couple of hours. If something looks likely to eat up a chunk of that capacity, I’ll let you know.




Will you actually edit my copy or just give me feedback?


Both. Sometimes the most useful thing will be a direct edit. Other times, I’ll leave comments and questions, suggest a different angle, or pinpoint why something isn’t landing before we start tinkering with the words.

The point isn’t to polish for polishing’s sake. It’s to diagnose what’s going on so we know what actually needs changing.



Can you write something from scratch for me? 

The Swivel Chair is designed for work you’ve already started - even if “started” means typo-laden bullet points and a stream-of-consciousness voice note.

If you need me to take something from a blank page to the final draft, that’s a copywriting project rather than editorial support, and I’ll point you towards the right service.


How do I send things to you? 

You’ll have your own digital in-tray where you can drop anything you’d like me to look at, along with a link and the specific question or sticking point you want us to focus on.

It gives us both a bird’s-eye view of what’s waiting, what I’m working on, and everything we’ve already tackled together.
We’ll also have a private Slack channel for quick questions, follow-ups, and the conversational bits in between.

I use AI to draft, can I bring it to you? 

Yes, with one caveat.

AI-assisted drafts are welcome. But if something has come from surface-level prompting, there often isn’t enough of you in there yet for me to refine. Your thinking, specificity, and point of view might still be missing.

That’s one reason our initial brand questionnaire and kick-off call matter so much. Once I understand your voice, stories, clients and wider messaging, I can spot what’s been flattened, lost or left out - and what needs bringing back in.

Occasionally, that means a draft needs more than an edit and starts edging into a full rewrite. If that happens, I’ll flag it rather than launching into a 2,000-word redraft neither of us bargained for!



How quickly will you respond? 

The figurative swivel is instant. But you may have noticed I’m not actually sitting behind you. That would be creepy. 

I’ll usually get back to you within 2–3 working days, depending on what you’ve sent over. Smaller sense-checks and quick questions may be faster; something meatier will naturally need a little more time.

If something is likely to take longer, I’ll let you know upfront so you’re never left wondering where I’ve disappeared to.

Why three months? 

Because the whole point of The Swivel Chair is that I’m not looking at your work cold.

We’ll do plenty in month one, but the value builds as I get to know your business: what sounds unmistakably like you, where you tend to get stuck, what your clients need to hear and which bits of brilliance you have a habit of burying.

Three months gives me enough time to properly get my eye in, and gives you enough time to experience the benefit of having someone who already knows the backstory when you swivel your chair around.

What happens after the three months? 

If we’re both loving it, we keep going.

After the initial three months, The Swivel Chair becomes a rolling monthly partnership, so you can keep me in your corner for as long as it’s useful.

And if you reach a point where you think, “Actually, I’ve got this down now”?  Win-win.

Let’s swivel

Pull up a chair. 

£275 p/m 


introductory rate. Initial three-month commitment. Then rolling monthly.

Limited spaces available at the introductory rate. 






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