The Story Behind the strategy
If you clicked on this page, you’re probably wondering about my background, why I do what I do, and, most importantly, if I can help you.
So, here’s a quick snapshot:
I’ve had pets my whole life, from my first boxer when I grew up in the small historical town of Haywards Heath, to Bertie the shelter pug when I was teaching in South Korea.
Now, my home is brightened by Otto, my loyal but jumpy dog, and Toppo, a cat who still thinks she’s a kitten. They’re best friends, by the way. 🙂
I love animals, and I feel privileged to have spent more than a decade working across the pet and veterinary industries.
Understanding and loving animals
is an essential part of what I do...
But more importantly, for you, I understand people. I get people, especially pet parents.
My background in the industry, first as a copywriter and marketer and now as a creative strategist, has given me a deeper understanding of pet parents.
I know what they care about, what they question, and what makes them choose one brand over another.
Today, I use that experience to help pet brands develop stronger Meta ads, test better ideas, and find winning angles faster.
How I got here
Getting into the world of pet and veterinary copywriting was a bit of an accident, but a happy one.
Through my interest and involvement in pet adoption, I started volunteering as a writer to help rescue organizations spread the word about their incredible work.
I’ve always had a knack for writing, so it seemed like the obvious way to donate my time and help pets find their forever homes.
And it all just clicked.
I was able to help animals, help organizations I care about, and do it all through writing.
A definite win-win-win in my book!
So, I decided to invest in myself by taking professional-level copywriting training and building a business doing what I love.
Fast forward to today, and major pet and veterinary brands like Ollie, PetDesk, Only Natural Pet, and Honest Paws have trusted me to help them create marketing that connects with pet parents and drives action.
Leading industry publications like Pet Product News, Animal Wellness Magazine, Veterinary Practice News, and Pet Food Processing Magazine have also published my articles.
Alongside my work with big brands and publications, I’ve really enjoyed teaming up with small business owners, startups, and solo entrepreneurs in the pet and veterinary space.
Over time, that work naturally led me into creative strategy, where I bring together research, messaging, ad copy, angles, testing, and everything else that goes into building stronger Meta ads.
"A talented copywriter who really understands the pet industry"
Richard is a talented copywriter who really understands the pet industry. I hired him to write the website copy for my dog training business. I was impressed with his professionalism and ability to capture my personality in his writing. I highly recommend Richard if you need an experienced writer who’ll work with you closely to get the job done!
Giulia Danielis
Dog Trainer & Coach, My Kinda Dog
