Cape Fraser Content

Services

Ideas first. Format second.

Some thoughts belong in a LinkedIn post. Others need an op-ed, a keynote or a website that finally explains what you do. I help you work out which, then write it in your voice.

Work with me project by project, or keep me on hand.

Monthly retainers available.

Option 1: Content strategy

The Clear View

For leaders who have plenty to say, but no clear line through it.

Before writing anything, we work out what you should be saying. We talk in depth about your work, your opinions and the people you need to reach. I then research what's already out there and hand you a concise written plan:

  • Your positioning: the point of view you want to be known for
  • Three to five themes worth owning
  • A bank of ideas and stories ready to write up
  • Where to publish, and how often

Yours to keep, whether I write the pieces or you do.

Option 2: Ongoing ghostwriting

Always on

For leaders who want to show up consistently, without it becoming a second job.

Regular, reliable writing in your voice, built from short conversations and whatever's on your mind that month.

  • LinkedIn posts and articles
  • Op-eds and bylines
  • Newsletters and blogs
  • Speeches and leadership messages

ProofC-suite thought leadership for a top-tier global management consultancy.

Option 3: Standalone projects

The big moments

For the moments that matter more than a post.

  • Keynotes and conference speeches
  • Founder and company stories
  • Website and brand copy
  • Launches, announcements and big-moment communications

ProofHelping tell the story of an all-electric aircraft, and an order book worth more than $2bn.

Option 4: Comms team support

An extra pair of hands

For in-house teams with more to say than hours to say it.

Senior writing firepower when you're stretched: someone who knows how sign-off works and can turn a brief into finished copy without hand-holding.

FAQs

Good questions

Do you write for founders and VCs?

Yes. Founders, investors, CEOs and senior executives are the people I write for most.

What industries do you write for?

More than I can sensibly list, from aviation and healthcare to finance, consulting and philanthropy. You bring the expertise; I bring the questions, the research and the words. Complex subjects are my favourite kind.

Do you only write for LinkedIn?

No. LinkedIn is one format among many. The idea decides where it goes.

Why hire a writer when AI can write for me?

By all means try it. If what comes back sounds like you, makes an original point and stirs something real in the people reading it, without making your comms team wince, you don't need me. But if it opens with "In today's fast-paced world", send up an SOS flare. My keyboard and I will be there.

How much of my time will it take?

Less than you'd think. A short conversation is usually enough for me to get going. I'll do the research and come back with a draft.

How do you get it to sound like me?

The same way a good impressionist does: close attention and a lot of practice. I listen to how you talk, read what you've written, note the words you'd never use and learn which jokes you'd actually make. I'm always curious about the voices that light you up, too. Then I write it as you'd say it on your sharpest day.

Can I start small?

Yes. The Clear View is a one-off piece of work, and many clients begin with a single project before moving to a monthly retainer.

Will anyone know you wrote it?

No. It's your name, your ideas and your voice. Confidentiality is a given.