Journalism-led brand interviews

Your business is interesting.
Let’s find the story.

I’m Jamie, a journalist. I interview sole traders and small businesses, find what makes them genuinely different, and turn it into writing they can actually use.

Book a free consultation How it works
The problem

You know your business. You just need someone to see it from the outside.

You know what you do. You know your clients. You know the stories behind the business. But when you try to put it all into a website or a profile, it comes out flat. Technically fine. Professional. Just not quite you.

The internet is very good at sounding the same. Professional. Friendly. Passionate. Even genuinely good businesses can get lost in it. AI doesn’t help with that. It can produce polished writing quickly, but it doesn’t know the story you forgot to mention or the detail that makes you worth choosing.

The problem isn’t necessarily the writing.
It’s what the writing has to work with.

That’s where I come in.

About
Jamie Lawson

Photo: Matthew & Simon Photography, Newcastle

Hi. I’m Jamie.

I’m a journalist. Six years in busy radio newsrooms, interviewing everyone from members of the public to national figures. You learn to listen properly. To ask the question that actually moves things forward. To find the part of a story that makes it worth telling.

That’s what I bring to small businesses. I’m genuinely interested in people, what they’ve built and why they do things the way they do. I ask the questions others don’t think to ask, notice the interesting detail, and turn the conversation into writing that sounds like a real person.

AI can help afterwards. But it can’t do the interview. That bit is mine.

Most businesses don’t need more content.
They need someone to understand what’s already there.

Trained in Broadcast Journalism (MA) 6 years in live radio newsrooms Hundreds of interviews conducted Politics & local issue reporting
What Heard. does

It starts with a conversation.

I don’t start with a questionnaire. I interview you. A proper conversation designed to get past the obvious answers and find the things that actually make your business interesting.

The story behind the business. Why clients choose you. The experience that changed how you work. The thing you always explain brilliantly in person but can never get onto a page. That’s what I’m good at finding.

I find the story. I find the language.
Then I write it down.

After the interview you get two things: The Heard. Brand Brief and The Heard. AI Writing Prompt. Something real to work from, whether you write yourself, use AI, or ask me to write for you.

Why the interview matters

Good writing starts
with good material.

AI is a useful tool. It can help you write faster and get through a first draft. But it needs something worth writing about. Your experiences, your opinions, your language, the details that make you different.

That’s what the interview captures. The AI Writing Prompt makes it easy to use what we found together.

The important part comes first. I listen to you.

How it works

What to expect.

Four stages, usually completed within a week.

1

Free Consultation

A short conversation.

Usually around 15 to 20 minutes. We talk about your business, what you need and whether I can help. No pitch, no pressure, no commitment.

2

The Heard. Interview

You talk. I listen.

Around 45 to 60 minutes, by video call or in person if you’re near Darlington. I lead the conversation, ask the questions that matter and follow the threads that go somewhere interesting.

3

The Brand Brief

Your business, properly understood.

Around four pages covering your story, positioning, audience, voice and key messages. Something clear and useful you can keep coming back to, or hand to anyone who writes for you.

4

The AI Writing Prompt

Make your knowledge useful to AI.

A companion file built straight from your Brand Brief. It gives any AI writing tool the context it needs to write in your voice rather than a generic one.

What you receive

Two documents. Built from one proper conversation.

The Heard. Brand Brief

Your business, written down properly.

Around four pages covering everything someone needs to know before they start writing for you. Clear enough to use yourself. Useful enough to hand to anyone else.

  • Who you are and what you actually do
  • The story and experiences that shaped your work
  • What makes you different
  • Who your clients are and what matters to them
  • Your natural voice, tone and way of communicating
  • Key messages worth repeating
  • Language, ideas and approaches that don’t feel like you
The Heard. AI Writing Prompt

So AI has something real to work from.

A ready-to-use file built from your Brand Brief. It takes what I learned about you in the interview and turns it into instructions an AI writing tool can actually follow.

  • Your voice translated into practical AI instructions
  • Tone, sentence structure and writing style
  • Vocabulary and phrases that feel natural to you
  • What to emphasise and what to avoid
  • Your audience and the things that matter to them
  • Ready to use with ChatGPT, Claude or other AI writing tools

Want to see what the Brief looks like? View a sample →

In their own words

What clients say.

“
I enjoyed the interview experience. It helped me to get a clear understanding about my business and what I brought to the table. When I read your assessment I felt quite emotional and proud of my achievements and what I represented. There is no way that I could have presented my work in such a heartfelt way — I am truly grateful.

Deborah

At One Relationship Therapy

“
Jamie wrote me a piece that for the first time I felt was authentically my voice. I felt “Heard” and understood by him. I would recommend his work to anyone.

Jen Bellamy

Therapist

“
Gosh, you really were paying attention. I felt heard — thank you.

Elaine Carter

Holding Space — Birth Trauma Resolution Therapist

“
I honestly appreciate the time and thought you put into it. I loved it. There were moments where I actually felt quite emotional — as you captured things so accurately, it felt very seen.

Sepideh Mojabi

Sippi Jewellery

Pricing

The Heard. Interview. £195.

One conversation. Everything included.

The Heard. Interview
The full package.
£195
One-time payment. No subscription.
  • Free consultation call
  • Journalism-led interview, 45 to 60 minutes
  • The Heard. Brand Brief
  • The Heard. AI Writing Prompt
  • Delivered carefully, not rushed
Book a free consultation

The consultation is always free. No commitment until you’re ready.

What happens next

Need help putting it into practice?

The Brand Brief and AI Writing Prompt give you a strong foundation. But they can also be the start of working together. Once I know your business, I can write the content you need without you having to explain everything again. No fixed packages. We talk about what would help, and you get a clear quote before anything begins.

Content, written by me

Quoted individually

Website copy, social content, newsletters, profiles, articles and other customer-facing writing, all built on the work we’ve already done together and written with your voice in mind.

Keep Heard. involved

Quoted individually

If you want ongoing help with your content, we can agree an arrangement around what your business actually needs. No fixed package full of things you don’t use.

Need a website?

From £400

I can turn the work we’ve done together into a simple, story-led website that sounds like your business rather than a template.

After I deliver your Brand Brief and AI Writing Prompt, I’m happy to talk through what might help next. You’ll always get a clear quote before any additional work begins.

Get in touch
Get in touch

Let’s talk.

Book a free consultation. No strings, no jargon, just a good conversation about your business and what you need.

jamie@heardbyjamielawson.co.uk
07703 297 624
@heard.byjamielawson
LinkedIn — Jamie Lawson
Based in Darlington — covers the North East in person, works nationally by video call
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