Frey Smith

Freelance copywriter and blogger. Ready to start creating.

Start here.

Who are you? What are you doing in my house?

  • Relax. The neighbours let me in; they told me you'd been looking for someone to write some copy for you.

  • They're a lovely couple, by the way. Despite what they've been saying on the neighbourhood WhatsApp group.

  • My name's Frey, and I'm interested in all things copywriting. So interested, I even took a Word Tonic course in it. But that wasn't enough to sate me. I need more.

  • Slogans and ad copy. Websites. Blog posts. Emails. Scripts for TV ads, too. My Linguistics degree has given me a deep understanding of each genre. My experience has helped me translate that knowledge into real-world impact.

  • I'm not just here to write copy. I'm here on a mission. An epic mission of creativity, and passion, like The Lord Of The Rings if the hobbits had known about Canva.

  • Want to join me in my quest? Keep reading.

Alright. Not only have you deeply impressed me with your passion for copywriting, you've completely set me at ease with regard to how you've managed to enter my home. I don't see any more reason to question that. Instead I want to talk about you. What do you do other than write copy?

I'm glad you asked!

  • I'm interested in all manner of topics, which I write about on my blog. You'll find everything there, from informative posts aiming to destigmatise less talked-about topics, to book reviews and more silly pieces where I talk about my plushies and every adaptation of A Christmas Carol I've seen. Find me on Substack to hear some more of my thoughts every Saturday- or I can just grab a megaphone and tell you town-crier-style.

  • I'm also a disability advocate, and a proud member of Disabled Mutual Aid Cymru. Their website and social media are both really worth checking out- and I should know, I wrote a lot of the copy.

  • My very first piece of copywriting was also about disability; I was given interview questions to respond to, and wrote out my thoughts. Of course, this post is a couple of years old now- I've come a long way since then. But I think the points still stand.

  • I really love crafting, and you can find my crafts on Instagram (@PaperSharkMakes). I'm also very involved in my local drama society, and acted as the lead writer for one of their plays- once it's been performed, I'll paste a link to it here, so watch this space.

  • I'm also a frequent wanderer, and I love the outdoors. I spend a lot of my time walking around in the woods; if you want to contact me, all you need to do is whisper my name into the trees, and I'll appear from behind an ancient elm to show you some examples of my work. Or you can just reach out to me via email or LinkedIn. Both of those work too.

Ok. I've got a project in mind for you. My finger's hovering over the 'send' button on my email right now. But hold on- can I see some more examples of your work first?

Of course! Here's some of the spec copy I've written:

Oh, and did I mention?These are just a couple of examples, but both of these pieces of spec copy is accompanied by a detailed breakdown of the choices I've made, and why I've decided to write them in the way I did. Frankly, if you skip these, you're missing out.

Okay. I'm convinced.

Maltesers spec copy:

Advert 1: Cinema

INT. CINEMA FOYER. DAYThe foyer of a cinema. An usher in a uniform (female, mid 20s) stands behind a snack bar, and is serving a customer (female, mid 20s). She hands the customer a pack of Maltesers.USHER
Here’s your change. Enjoy the film!CUSTOMER
Thanks, you too— oh, no, sorry.The customer is clearly embarrassed, but the usher looks as though she’s had a great revelation.USHER
(not quite believing)
Me too?INT. CINEMA SCREEN ROOM. DAYThe usher is sitting next to the customer in the front row of the cinema. They’re both watching the screen intently as it flashes, and we hear action sounds from the film. The customer is holding the pack of Maltesers, now open, and, without taking her gaze off the screen, tilts it towards the usher to offer her one— she takes a Malteser without taking her eyes off the screen, and puts it in her mouth. The slogan comes up across the screen as a voice-over reads it.VOICE-OVER
Maltesers. Look on the light side.

Advert 2: Neighbour

INT. KITCHEN. DAYA secondary school student in a school uniform (female, teenage) is arguing with her Mum (female, 40’s).MUM
I just don’t understand why you don’t want to walk with her.STUDENT
I don’t even know her, and I can go by myself!MUM
Oh, come on. She’s only next door—The student storms off.EXT. HOUSE. DAY
The student knocks on a front door. It’s opened by her neighbour (female, teenage), who’s the same age as her and also wearing a school uniform. They nod at each other without smiling, and the neighbour leaves the house. They start walking to school alongside each other.INT. CLASSROOM. DAYSchoolchildren are sitting in a classroom, doing silent reading, including the student and her neighbour, who are sitting near each other. The student’s stomach rumbles loudly in the silent classroom, and a couple of people turn to look at her. She’s embarrassed, and looks down further into her book, only looking up when she hears a slight rustle. Her neighbour has slid a packet of Maltesers across the table to her, but puts a finger on her lips. The student smiles at her, taking the Maltesers and putting them in her pocket.EXT. STREET. DAYThe two students are walking home from school and laughing. One of them has her arm around the other; they’re now getting on really well. The slogan comes up across the screen as a voice-over reads it.VOICE-OVER
Maltesers. Look on the light side.

Advert 3: Bad Date

INT. RESTAURANT. NIGHTA young woman (early 20s) sits at a restaurant across from a man of about the same age. He’s wearing a cape and a fedora, and he looks a bit nerdy. He has a slightly nasal voice. She looks somewhat nervous, somewhat annoyed.MAN
So, that’s what the movie really means.WOMAN
Yeah. (Pause) Like I said, I’ve seen it.MAN
But not many people actually understand it. (Pause) It reminds me of myself in a way. I’ve actually been working on an EP about how nobody really understands me.WOMAN
Oh, you’re a musician, I actually play the—MAN
(interrupting)
And I’ve been learning magic. Look.He does a magic trick, making flowers appear. He goes to hand them to her.INT. BATHROOM. NIGHTThe woman stands in the bathroom of the restaurant, looking into the mirror, and seeming drained. Another woman of the same age comes in; she’s wearing a waitress’ uniform.WAITRESS
Did he make all the chemistry disappear?WOMAN
It’s so embarrassing. He keeps trying to get me to pick a card.WAITRESS
I can make something disappear as well, you know. These.She takes a bag of Maltesers out of her pocket and opens them, popping one into her mouth, and holding the bag out to the other woman, who takes one. A pause.WAITRESS
Do you reckon he’s gonna pull a rabbit out of that hat?Both women laugh; their laughter fades out and the voiceover comes in.VOICEOVER
Maltesers. Look on the light side.

My Inspiration

I was inspired to write these after researching Maltesers’ ongoing campaign, Look On The Light Side. They’ve received a lot of praise for depicting women in a positive, uplifting way, by portraying them as being able to laugh about challenges in life. I love that sentiment, so I challenged myself to write three new ads for this campaign that followed the same theme.

How did I plan to do this?

  • Writing about everyday moments. Research into Maltesers as a brand demonstrated that one of the key themes throughout their advertising was finding joy and fun in small, mundane things, which I wanted to highlight. So I chose three awkward scenarios that lots of people have found themselves in— saying ‘you too’ to someone serving you, hearing your stomach rumble in a silent room, or having a difficult first date.

  • Placing women at the centre. Women are often subject to unreasonably high standards; they’re not allowed to slip up, make mistakes, or behave in a way that’s not perfect. I wanted to change this standard by depicting women who find themselves in awkward situations, but are able to move past their mishaps and brush off any embarrassment, even finding moments of unexpected joy or connection— in this case, due to Maltesers.

Great! So how can I get in contact?

Did you not read that bit earlier about summoning me from an ancient elm? Oh, wait, we decided that was inconvenient. Luckily, I'm only a click away.

  • Send me a message on LinkedIn. If it's about a cool project you've got for me, I'll be really excited, but if you'd just like to hear my opinions on Doctor Who, I'm happy to do that too.

  • Send me an email! I'll try to get back to you as soon as possible.

  • Carrier pigeon. However, please note that in order to maintain a healthy work-life balance, I'm only reading carrier pigeon messages from 9-5 on weekdays. Pigeons that arrive on the weekend will be kept in the dovecote until Monday. Thank you for helping me to prioritise my mental health at this time.

Still on the fence? Read what other people have to say about my work.

Show me some testimonials!

"Frey has edited and proofread for me on a number of occasions and each time he has had excellent time management, a flexible approach, and is adaptable. He has always taken on any feedback well and adjusted his approach to suit whatever I have needed, working in a timely manner, whilst also greatly helping me. If you're looking for someone who is flexible and adaptable, with excellent time management skills, I definitely recommend that you work with him." - Holly C

Convinced? Let's talk.

Six Tips For Finding Your First University Apartment:

When you’re going to view an apartment in a new country, you’re going to have questions. What should you be paying attention to? What are the red flags you need to look out for? And most importantly… what’s that weird, dark stain on the ceiling?A lot of us have learned the answers to these questions the hard way- and we’re making sure you don’t have to. Keep reading for our official apartment viewing checklist, and find out just what to look out for, and what to steer clear of.1. Meet The NeighboursYou don’t need to knock on their doors with a tray of cookies- but, as you’re walking to your apartment viewing, take note of the general feel of the neighbourhood. Maybe it’s a quiet street with lots of retired couples; maybe it’s a really popular student area. Maybe it’s next door to a nightclub. Even party animals need to get some sleep sometimes- so, no matter how wild you’re willing to get, it’s a good idea to opt for an apartment in a quieter area. Once you’re inside, check whether you can hear any sounds from traffic, neighbours, or construction. Your sleep schedule will thank you.2. Staying SafeSpeaking of the neighbours, it’s always a good idea to think about the safety of the area. And even in crime-free neighbourhoods, checking the security of your building is an easy step you can take to ensure your peace of mind. Make sure the doors and windows lock- and make sure the windows open, too, so you won’t have to sweat too much in summer. Sure, you can always buy a desk fan, but in a small room, there’s no lifesaver quite like good airflow. And it’ll help to prevent the build-up of mould, too.3. MOULD???Don’t worry— there are some telltale signs you can look for to make sure your new home is mould-free. Weird smells or stains can be a giveaway when it comes to mould and water-damage. Also, look out for patches on the walls that have recently been repainted; one common trick from landlords is just to paint over mould instead of getting rid of it. Once you’ve checked all of these, you can be confident there isn’t anything nasty hanging around.4. What’s Included?Now that you’re sure the apartment doesn’t come with any unwanted spores, it’s time to check what it does come with. This will depend on what your priorities and needs are- if you hate doing the dishes, you might be looking for a place with a dishwasher. Maybe you absolutely need a tumble dryer, or maybe you’re happy to skip out on it and look for a place near a laundrette instead. Maybe all you want is to be close to a big supermarket. And it’s always a good idea to check how much storage space you’ll have, especially if you’re planning to join any societies that will need a lot of equipment.Aside from the physical amenities, though, it’s also important to check what costs are included with your rent— ask about things like heating, electricity, a TV licence, and Internet. Trust me— you don’t want to be going through uni with no Netflix.5. Who’s Included?No, I’m not talking about mouse problems, though it’s worth asking about those too. I’m talking about flatmates. Are you moving into a shared house, and, if you are, do you know the people you’re moving in with ahead of time? If you don’t, make sure you have a plan for how you’re going to negotiate the shared spaces, like living rooms and kitchens. We talk more about this in our blog post on meeting new flatmates, so make sure to check it out for tips on things like getting along and the dreaded cleaning rota.6. Red FlagsWhen it comes to agreeing to live in a house, there are a couple of things you should look out for. First of all, make sure that you’re given a contract to sign that clearly lays out what the terms of your rent are, and be sure to read this and understand it. Also, be wary of landlords that ask for large deposits up front; usually, your deposit will be around equal to one month’s rent. You could even research the letting company in general to find out what other people’s experiences have been. If you’ve checked all this and everything seems alright, you can then sign the contract and be reasonably sure there won’t be any major issues.Comments? Questions? Narrow escapes from dodgy landlords? Let us know down below- and, to anyone currently starting their apartment hunt, try not to worry too much. Stick to the guide, steer clear of mould, and you’ll be just fine.

The brief:For this challenge, I was asked to write an online blog post for international students looking for their first apartment in the UK. It was intended to be around 800 words (this one is 792) with an informative but friendly tone, and some humour at times where it felt natural. It would appear on a blog centred around international students, giving them practical tips and unique insights into university life. The aim was to make international students feel more prepared when viewing an apartment for the first time, and reassure them with regard to worries they might have.My choices:

  • The first thing I thought about when planning to write this piece was the genre I was being asked to write in. As it was an online blog post for a site centred around international students, I chose to utilise features such as hyperlinks, in order to helpfully signpost users to advice that might address other concerns they may have.

  • In deciding what topics I should speak about, I researched common areas that people struggle with when searching for their first apartment, as well as drawing on my own experiences. I noticed that many blog posts similar to the one I was writing utilised a listicle style, and modelled my own post around this.

  • I also used similar blog posts as a model for the tone of voice I wanted to achieve; informative, but still friendly. I made sure to steer clear of overly technical vocabulary, as the audience would likely not be familiar with too much housing terminology, and instead aimed for a chatty, but still advisory, tone. I was conscious of the fact that, when they're seeking friendly advice, people often feel quite pressured if they're told to do things directly, so I made sure to use phrases such as 'it's always a good idea to...' in order to frame my points as helpful suggestions, rather than a list of demands they have to comply with.