Hello, I’m James McCarthy, verbal identity specialist

I’ve always had a knack for choosing the right words, and an endless fascination with the power they can wield. I’m naturally inquisitive and analytical but my first priority as a writer is always making an emotional connection with my readers.

Naming is my favorite thing

You could have the best name in the world, but if you don’t sell it in the right way, all is lost. That’s where my expertise in empathizing with clients and getting inside their world comes in.

Inspired by Walt Disney’s creative approach, I created a means of selecting names with clients that dramatically reduced instances of going to second or third rounds. It’s all about the process. Ask me and I’ll tell you more.

I’ve done all kinds of writing too

With over 20 years’ copywriting experience, I have a natural instinct for bringing a brand’s voice to life. Creating tone of voice, writing and naming are my big passions. I’m a charismatic presenter too, or so I’m told.

I've written for a huge variety of brands, across every kind of media you can think of. Speeches, corporate videos, TV, press and radio commercials, social media, naming, guidelines… I’ve done all these and more.  

I’ve done other stuff too

I’ve been a professional actor, voiceover artist, a translator and certified advanced NLP practitioner. I put what I’ve learned from all these things into my writing.   

Words make the world go round

How brands use words can change people's behaviour. So what's the secret? Why do some succeed where others fail? 

I've always been fascinated by what makes people behave the way they do, and how to change these 'fixed action' patterns. Especially through language. 

Over my career I’ve seen what works and what doesn't. And endlessly analysed why. I’ve built up a substantial bank of knowledge, from the common sense to the weirdly counter-intuitive.

The choices brands make (or fail to make) about their verbal identity have major implications on the relationships they build with their customers. Which, in turn, has major implications for their business as a whole.

I’ve seen it happen, so I know it works. And I love being a part of it.