How it works in practice
The elements of great copy
Great copy isn’t guesswork. It draws on psychology, linguistic precision, and narrative structure. These are the foundations I use to make your message land.
Understand what moves people
Evidence-led insights that uncover motivations, anxieties, and decision points.
Shape words with expertise
Tone, voice, and structure that make complex ideas simple and persuasive.
Create deep and lasting meaning
Narratives that create memory, trust, and momentum across channels.
Used where decisions matter
TRUSTED BY GOVERNMENT, HEALTH, MEDIA, AND EDUCATION
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From policy documents and thought leadership to ghostwriting and campaigns,
I aim for language that feels fresh, intelligent, and precise - writing that works quietly and lasts.
How I help you
Case Studies
A well-told case study does more than report success, it reveals your talent. I turn complex projects into clear, evidence-led stories that show what you've achieved and what you can do for others.
Content Writing
Good writing earns attention. I write papers and pieces that inform, persuade, and last. Each balances evidence with clarity so that your readers see the value of your ideas and remember your name.
Web copy
The right words make navigation effortless. Good web copy can translate your expertise into clarity and rhythm, guiding your readers and customers, building trust, and keeping attention where it belongs.
Press releases
Every announcement hinges on words and accuracy. I write press releases that journalists want to read: grounded in fact, shaped by story, and tuned to the way editors actually work.
Strategy & Internal Comms
Strong organisations speak clearly to themselves before they speak to the world. I help leaders translate strategy into words that inform, unite, and moves people to act.
Social media
Posts and articles that express your brand’s intelligence in plain language: building recognition through sustained quality and clarity.
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. I help people and organisations bring about the change they want through words.
For over twenty years, much of it in Whitehall, I’ve worked on writing that shapes decisions and outcomes.
I’m brought in when a complex idea needs clarity, a campaign needs distinctive copy, or a message needs careful, credible language.
My method is straightforward: thorough research, lucid thinking, and writing that does its job.
Based in London, my work is worldwide.
Why language matters
"The limits of my language mean the limits of my world"
— Ludwig Wittgenstein