Three segments, and four kinds of work we turn down.
Freya works with three kinds of buyer. Not because the sentences change — a good sentence is a good sentence — but because the decision to hire a writer arrives from a different direction in each one.
A SaaS company usually comes because the product got rebuilt and the words didn’t. With DTC brands it’s the arithmetic on paid acquisition, which stopped working somewhere around 2023. Owners in hospitality and property arrive tired of sounding like everything else with the same view.
So the list is short, and it stays short.
Where the work comes from
What each segment is actually deciding when it starts looking for a writer.
SaaS and funded startups
Usually a founder or a head of marketing who has just watched a demo call go well and the homepage do none of that work. Starts at positioning most of the time, because the product moved and the page describing it didn’t.
DTC and ecommerce
Usually someone looking at an acquisition dashboard that no longer pays for itself. The copy worth rewriting is past the first purchase — the flows, the winbacks, the second order nobody has written for.
Hospitality, property and luxury
Usually an owner or an asset manager who can say what’s distinctive about the place in ninety seconds of conversation and can’t find any of it on the website. Narrative and voice first. Booking copy after.
Four things we say no to
Not a disclaimer. Knowing which work a studio refuses tells you more about it than a list of services does.
White-label work behind another agency’s name. Two briefs, two layers of internal opinion, and nothing we could ever put on this page.
Content at volume. Twenty posts a month is a production line priced per unit, and we would be bad at running one.
Visual identity. No logos, no type systems, no brand books with colour swatches in them. We write, and we’ll read whatever your designer sends over.
Naming. A real discipline, and a different process with different research. Bolting it on turns a progression into a menu.
Say which one you are in the brief
The form asks. If none of the three fits — professional services, a marketplace, something with no category yet — write that in the description instead of picking the closest box. The reply will be better for it.