Why Just Custard Copy?

Welcome to the first ever blog on my cheeky new website (she’s kinda cute isn’t she?). Well, if you’re here to get to know the gal behind Just Custard Copy, you’re in the right place and I couldn’t be happier to have you here. 

So, are you sitting comfortably? Grab a cuppa and let’s get this story started.

I Better Introduce Myself

I’m Hols (Hollie if I’m in trouble), a freelance copywriter who started up this year with my Just Custard Copy gig. Over the past 7 years or so, I’ve been a copywriter, content manager and head of content. All great experiences, but I’m so excited to see where Just Custard takes me.

Based in a little rural village in Leicestershire, you’ll find me sipping copious amounts of tea (accompanied by my red lab who’s ready and waiting for the dregs), laptop poised with a film in the background – Howl’s Moving Castle is the go-to. I’m the gal that has hundreds of books on the shelf, but has only read a quarter of them… Ghost stories are the FAVE and I may or may not be writing my first novel as we speak. 

I love nothing more than a hike up a new peak, especially in the Lakes – I’m determined to move there some day. 

The Copywriter Who Wanted To Be A Storyteller

If I am being completely honest with you, and I feel like I can be (hye best friend) – I never wanted to be a copywriter. I had quite a misguided view of what a copywriter was (these were uni days, so I was misguided on A LOT of things), but at the time the thought of working in marketing in any capacity made my skin crawl. I wanted to be a scriptwriter. Marketing? Nope, not for me, forget it.

… That was until a few years later. I was still working a prison contract at a pharmacy, not being paid very much for a whole lotta work. A job goes up for an Assistant Copywriter at Next. You know Next right? Big ol’ high street retailer here in the UK. So, I did a little research and… copywriting wasn’t what I thought it was at all. It actually sounded pretty bloody good! Using words to connect with the reader, selling them an experience, not only were my writing senses tingling but my love for psychology was also piqued.

Applied. Interviewed. Got the job. Nice. 

I mainly worked on product descriptions for the first year and I LOVED IT. Time went on and eventually I became the Copy and Features Editor for the Home and Menswear department. Writing editorials for cosy interiors was my absolute fave. I wasn’t just describing products, I was using words to sell an experience. GLOR-I-OUS.

As always in these kinds of stories I started to feel a little stagnant. A new challenge was needed. Which is when I stumbled across a copywriter role for a gaming copy, and this opened up a whole new world of opportunities.

I started at their Marketing Copywriter, working on everything from writing game reviews to building their tone of voice guide which was so, so, sooo much fun. There were characters to play with, opportunities to try new ideas, concepts and content which lead me to becoming their content manager and building my own team of copywriters, (very cool copywriters might I add). But we didn’t stop there. Oh no my friend.

We continued to test, to learn and to evolve which eventually led to taking the leap to Head of Content (I don’t feel grown up enough to have had a title like that), the team grew even bigger and we added social media and campaigns to our roster. We really were a super team. Everything was going beautifully. But there was one issue…

I really f’ing missed copywriting. 

I LOVE Being a Copywriter

I think people always dream of working their way up the corporate ladder, building a team and getting a nice paycheck which is fab and works for most. The downside is that… you become less and less connected with the work and for a writer, not getting the writer sucks. 

… and as we’re being honest here. I was getting burned out. Big time. 

I really believe in the right place and right time thang. Even back when I joined Next, the dream was always to work for myself. And I believe you have to experience certain things to get you to where you need to be. When I was at Next I only had experience writing for them and brand collabs, by the end of my time at Play’n GO I already played around with freelancing, and gained qualifications in content strategy and brand storytelling. My whole take on writing had completely changed, and the biggest lesson I learned?

Connection. Specifically through the power of storytelling. Which… is what I always wanted to be right? Oh we love a full circle moment.

So, I packed in at Play’n GO – which I felt, and sometimes do still, feel crazy for. BUT, now I have the freedom to write for brands I want to write for and coach small businesses on how to use storytelling techniques to grow their audiences. 

But… What now?

Make ‘em Laugh

I… didn’t really know where to start. I’ve tried setting up a website before and all that jazz but I didn’t really know what to do with it. Which always makes me laugh with marketing peeps, we struggle to nail how to market ourselves, especially copywriters the introverts of the marketing professionals kingdom – it gives us the ick BIG TIME.

Hands up. I am guilty of looking at the details rather than the bigger picture. I think it comes with the territory. My brand name was the absolute bane of any form of progress. I felt like I couldn’t continue until I had an absolute head-turner of a brand name. As a seasoned copywriter and content strategist I should know full well that you need to lay the foundations before you pop the star on the spire. Why do we never listen to our own advice?

This stunted me. BIG TIME. I was sooo focused on getting this name nailed, that was until I enrolled in a Masterclass. Invest in yourself people, it’s worth it. As well as encouraging me to make moves without waiting for the ‘perfect’ moment, my copy coach gave me the best piece of advice when it came to my brand name. 

“Choose something that makes you smile every time you see it.”

After our call I headed out with Appa for a wee stroll as that always helps clear the cobwebs and dampen the noise. And then it hit me, hit me square in the jaw I tell you. I thought about my most cherished family moments and one sprung to mind instantly. 

I thought back to our family dinners and no matter the sweet treats laid before him, my brother would always ask for just custard, and it’s been a family saying ever since and makes us giggle without fail.


‘Just Custard’. Easy. As. That.

In Fact, I Hate It

The first lesson I learned by venturing into the wild ride that is freelancing. You aren’t going to please everyone all of the time (as much as you really, really want to). 

Pleased as bloody punch I shared my new brand name with family and friends and received a mixed bag of responses. 

‘It’s so you! I LOVE it!’

‘I don’t get it? What does that have to do with copywriting?’

‘*Giggle*’

‘I don’t like it. In fact, I hate it.’

That last one got me right in the guts. But then weirdly, I couldn’t help but smile because… It didn’t matter. This was going to be my name and I love it. And people are allowed to not like something (crazy, right?), it was a little lesson I needed and a fire was ignited in my belly. I was going to make Just Custard work. 

And here I am today.

Want to Get Your Story Started With Just Custard?

That’s a tiny chapter of my story. I would love to hear yours. If your vibe is dog friendly, outdoorsy adventures with a healthy mix of cosy movie nights, and a love for storytelling which we can pour into your brand, we’ll get on fine I reckon. 

Feel free to drop me a message on insta or if you’re an up-and-coming CEO eager to tell your story but aren’t sure how to put pen to paper, feel free to book in a free discovery call where we can get to know each other and figure out if I can get you where you need to be. These calls are no obligation so if you’re not feeling it, it’s not the right time, or any other reason that’s totally fine.