How it works in practice
What makes copy work
Copy can be clever and funny, but audiences notice when it’s being performed. That's when you lose them. Lasting impact rests on deeper foundations: clarity though psychology, linguistic precision, and narrative structure.
Understanding what moves people
Psychology helps us understand the motivations, anxieties, and aspirations that shape human behaviour.
Choosing from billions of options
Strong linguistic knowledge gives us range, sharpens our sense of nuance, and allows for real precision.
Tapping into deeper meaning
Narratives that speak to identity, status, and belonging are remembered, trusted, and acted on.
Used where decisions matter
TRUSTED BY GOVERNMENT, HEALTH, MEDIA, AND EDUCATION
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Reliable research, clear thinking, precise language, and writing that always works, whatever the context.
What I do
Case Studies
A well-constructed case study demonstrates capability and builds credibility. I turn complex projects into clear narratives that show what you've achieved and what you can deliver.
Content Writing
I write articles and longer-form pieces that position you as a credible voice. Each piece balances evidence with clarity so readers understand your thinking and remember your name.
Web copy
Good web copy translates expertise into language your audience understands. I write copy that guides readers, builds trust, and keeps attention where it belongs.
Press releases
I write press releases journalists want to read: grounded in fact, shaped by story, and written for how editors work.
Internal Comms
Strong organisations speak clearly to themselves before they speak to the world. I help leaders translate strategy into language that informs, motivates, and moves teams to act.
Social media
Posts that express your thinking in plain language, building recognition through consistency, clarity, and substance rather than volume.
Selected work
PUBLIC HEALTH COMMUNICATIONS
Building public trust in complex systems
Plain-English case studies translating complex medical achievements for public audiences, strengthening trust through clarity, compassion, and accuracy.
CONTENT WRITING
Writing that makes learning effortless
Concise content summaries that made Uptime’s multi-topic learning instantly graspable, helping users engage faster, understand ideas clearly, and feel more confident in their learning.
When writing works
"Thoughtful bold and endlessly creative"
"Scott cannot dance or sing, or, thankfully, play golf. But he is a superb wordsmith of the highest quality: thoughtful, precise, and endlessly creative. He writes with clarity and wit, always getting straight to the point. A true literary ninja, he has an instinct for understanding what you need to say, and how best to say it."
Martin Butler MBE
Award winning artist, choreographer and stage director
“Reliable, insightful, and full of fresh ideas.”
"It’s a real pleasure working with Scott. He’s a very experienced, talented, and committed writer who consistently goes the extra mile to deliver exceptional work. Reliable, insightful, and full of fresh ideas, Scott always delivers on time and lifts every project he touches. I do highly recommend him for your project"
Dr Gergana Peeva MD PhD
Consultant in Obstetrics and Fetal Medicine, Chelsea & Westminster Hospital
"... a revelation for our team"
"Scott's a master of language and audience. It didn't take him long to understand our business strategy and turn it into copy that found our valued audience. He transformed our data into clear, compelling case studies. His consultation was a revelation and made a huge difference. Great results, thank you"
Jasper King
CEO at Anderson Cruise. Digi-Award Winner 2019
Me - briefly
I’m Scott Sheppard, a copywriter who works on proposals, reports, websites, and campaigns for clients across professional services, technology, healthcare, and education.
For twenty years I've worked on writing that influences decisions, first at the BBC, then in Whitehall, and now for tech CEOs, academic institutions, clinicians, and senior government figures.
I work on complex subjects that need to be made clear and credible. The writing ranges from pitches and case studies to web copy and articles.
I'm based in London and work with clients worldwide.
Why language matters
"The limits of my language mean the limits of my world"
— Ludwig Wittgenstein