Exceptional copywriting

Wherever you need words to come alive.

Welcome. I'm a proven copywriter who guarantees exceptional native-English communication across all types of media.

I excel at identifying the core value for the reader and formulating it compellingly, embodying the brand’s voice with a flair that builds positive perceptions and induces the reader to act.

Here are some examples of my work:

Phase One imaging • 13th March 2024

Rebuilding after Hawaii’s wildfire with drone surveying

An ambitious project using drone photography made a 3D model of over 3,000 acres, to coordinate reconstruction efforts with accuracy high enough for engineering CAD design programs.

Business psychologist • 7th July 2023

NEW brand: The power of relations

Relationship building is a craft – sometimes even an artform. With authenticity, compassion, and precise insights, I help professionals achieve outstanding results by enriching their working relationships.

Brüel & Kjær • 22nd June 2022

The quietest place in the world

Microsoft® has a vision to make our devices so effortless to use that they all but disappear. Since sound quality holds the key, they have purpose-built a series of anechoic chambers for testing, which include the quietest place in the world.

Hurtigruten • 22nd June 2022

Investigating humpback whales in Antarctica

Joining Hurtigruten’s state-of-the-art ship, researchers from the Universidad de los Andes inspire passengers to actively participate in scientific observations that deepen our knowledge of these elusive cetaceans.

Oticon hearing aids • 22nd June 2022

Learn how your hearing works

Your ears collect sound, but it’s your brain that actually understands it. Good hearing helps your brain stay fit throughout your life – and helps avoid many other health problems. This means that hearing health is brain health.

Peter has a unique ability to put himself inside the mind of the reader and nail a text that is spot on and compelling."

Michaela Nielsen | International Campaign Manager

There are more work examples below the next section

These are the services I offer:

Articles | Brochures | Webpages | Letters | Social media posts

SEO optimisation | Keyword research | Digital advertising

SoMe packages | Email flows | Multi-platform marketing

Editing | Proofreading | Transcreation

Marketing campaign concepts | Presentations | Rationales

Branding | Tone and voice | Corporate identity

UX copywriting | Microcopy | Mobile apps

Film storyboards | Subtitles | Supers

Customer journeys | Archetype development

About me

A 41-year-old Englishman living in Denmark.

I've been a freelance writer for two years, after over 12 years working for large international companies in Denmark and Norway.

At Demant, I was a creative copywriter for their premium hearing aid brand Oticon. I was the general 'voice of the brand', making everything from blogposts and SoMe packages to films and SEO-optimised webpages. I also led the textual side of the concept development in their in-house marketing agency, where we often collaborated with many external agencies in Copenhagen.

Before that, I worked as a copywriter at Brüel & Kjær Sound & Vibration, where I wrote all sorts of texts. This often involved turning complex technical information into everyday language and finding and promoting the value propositions. I was also the managing editor of the company magazine Waves, which led a successful business-to-business (B2B) content marketing strategy.

If you would like to see my full CV, please get in touch using the button below, or the LinkedIn icon at the top right of the page.

Here's a campaign I made

This was for an internal brand summit, where we were building enthusiasm and awareness among our global colleagues for our goal of becoming #1 in our industry.

I identified the key takeaways from the various activities planned for the summit, and formulated them into clearly defined and differentiated value propositions. I then worked together with an art director, trying out different themes and images to support the overall messaging, until we found just the one we needed.

Peter has proven himself as a great storyteller with the ability to capture the readers while conveying complex knowledge.

I highly recommend him!"

Mariann Markseth Omholt | Hurtigruten

He captures the heart of the message and displays it in a way that is clear and inspiring."

Christina Buus Hansen | Demant

Here's some of my digital work

Here’s a campaign web page I wrote (in collaboration with many stakeholders), that is designed to promote to a B2C audience what was originally a complex B2B concept. Its SEO is designed to capture searches for ‘how hearing works’ and then gently lead the reader into content that focuses on the brain. This is to promote and continue owning the unique position in the market as the hearing aid manufacturer that’s strongest in brain science, and thus support the case for our proprietary ‘BrainHearing’ technology.

This a blog article about the same subject, which is also SEO optimized. However, it’s primarily conceived for SoMe sharing, and to tell the same story using more words. It helps to explain it more – before linking to relevant products.

Here's a product page that builds on the BrainHearing campaign shown above, promoting our premium hearing aids.

Are you interested in more technical language? Here's a technology webpage about the amazing engineering inside the hearing aids.

In the image below, you can see the associated point-of-sale materials with short and appealing messaging that promotes the core value propositions developed in the lead materials, to a B2C audience.

Here is a selection of social media posts and emails I have made. This is the 'execution' stage of the copywriting process, where the central concepts, taglines, and value propositions are tailor-made for specific media channel formats and audience segments.

Would you like to see a magazine I edited?

Press the image to open a pdf reader

31st August 2022

Lead material for content marketing

As managing editor of Brüel & Kjær's company magazine, I procured and wrote an interesting and relevant mix of stories and content. After this glossy showcase, we would version the content for our various content marketing channels.

Concept development and selling

I've developed many marketing concepts. These consist of a slogan/tagline that encapsulates a particular campaign, with associated messaging and imagery. They typically start with the copywriter, while working closely with graphic designers and art directors, as well as product managers or whoever set the campaign in motion - the customer. Often, I make several different concept directions and distil them down into the best three slogans that each offer a different way to present the campaign.

The internal customer may have a large group of stakeholders who all need to buy into the concept. That's where 'selling' the concept is critical. Getting all the creative considerations through to see the light of day takes clear internal communication with presentations, descriptions, and rationales like the one below.