Get your messaging up to speed.
When something’s changing, launching or becoming harder to explain.
When messaging lags, everything else does.
With the right language in place, your business can keep moving without getting held up by the words.
Don’t waste your launch moment
If people don’t understand why it matters straight away, the attention around launch is spent before they have a reason to act.
Stop underselling the business you’ve become
When your positioning still describes the company you once were, customers keep judging you by a version you’ve already outgrown.
Avoid confusing customers as your offer gets more complex
The more there is to navigate, the easier it is for buyers to miss the thing that would have made them choose you.
Turning messaging into momentum.
Created a clearer way for Spotify for Artists to explain a growing set of fan development tools.
Shaped Heidi’s positioning and messaging as the company expanded beyond medical scribing into broader AI care.
Helped reframe Pilot as it moved from symptom-focused health marketing toward a broader self-improvement brand.
From growing companies to global brands.
I’m James Aviaz, a Senior Copywriter & Messaging Lead, formerly in-house at Spotify and Uber in New York.
I’ve worked with companies ranging from Series A to publicly listed.
I’m based in Melbourne and work with clients globally.
“James played a key role in shaping how Heidi presents itself to the market as the product evolves. His work clarified our position and how we talk about the product and the category.”
Leah Mahtani
Former CMO, Heidi
Let’s get your language unstuck.
Tell me what you’re working on and where language is getting in your way.