Creative strategy for owner-led businesses
I’m Jack Horscraft. I find the strongest story in your business, turn it into clear content, and build the next steps that help interested people get in touch.
Book a call with JackFree · 30 minutes · No obligation
See your first month
What I do
You can explain the value in a conversation. Getting that across in a post, a page or an email is harder. There is too much to say, or the useful part gets buried.
I help you decide what matters to the person reading, make it clear, and give them a reason to take the next step.
We look at your customers, your offer and the work you already do. I identify the strongest angle and the evidence behind it, so you know what to lead with and what to leave out.
You get: a clear message, a defined audience and a focused brief.
I turn that brief into the content your customer needs: posts, scripts, a landing page or emails. Each piece has a job, and it should sound like you.
You get: the agreed copy and creative direction, ready for review.
We connect the pieces. Someone who sees a post should know where to go. Someone who signs up should know what happens next. Someone ready to talk should be able to book.
You get: the agreed route from first interest to enquiry, built and tested.
The thinking in practice
Illustrative example. Not a client case study.
A furniture maker leads with “Bespoke furniture, made with care.” It describes the work, but leaves the customer to work out why it matters to them.
For someone working from a cramped spare room, the more useful story might be:
A desk that fits the room you actually have.
Now the content can show how an awkward space becomes somewhere comfortable to work. The page can explain the options and the process. The enquiry can ask for the room measurements and what the desk needs to do.
One customer problem gives the content, the page and the enquiry a shared purpose.
See how we’d work on yoursYour first month
We agree one customer, one offer and one route to enquiry. Here’s what a typical first month looks like. The proposal names exactly what I’ll make and what I’ll need from you.
For the furniture-maker example above, we might agree one offer page, three follow-up emails and four posts, all leading to a design enquiry. That is an example scope; yours depends on what needs doing.
I do: review your offer, existing content and customer questions, then lead a working session to find the clearest angle.
You do: bring your expertise, examples and access to the material we need. Choose the priority with me.
By the end of the week: an agreed message, customer and plan, with a clear definition of done.
I do: draft the agreed content and next step. For example, that could be a landing page, its follow-up emails and the posts that introduce it.
You do: check the substance, voice and claims, then give me one set of feedback. Supply any agreed images or recordings.
By the end of the week: a complete first draft of the agreed work, ready to refine together.
I do: refine the work and put the agreed page, links and follow-up in place. Test the route on mobile and desktop, from the first click to the intended enquiry or booking.
You do: approve the finished work and confirm it is ready to go live.
By the end of the week: a tested customer route, ready to launch with your approval.
I do: support the agreed launch, check the first responses and review where people get stuck. Recommend the next change from what we can actually see.
You do: publish or record anything allocated to you, respond to enquiries, and tell me which conversations are useful.
By the end of the month: the agreed work in use, a handover and a clear next priority. If there is too little traffic to judge results, we say so.
We agree the timetable around access, approvals and the work involved. Filming, editing, daily posting, paid ads and a full website rebuild are included only if they are specifically in your proposal.
Talk through your first monthStart with a free 30-minute call.
Working together
You don’t need a year’s worth of marketing planned before we speak. Bring the part that feels unclear or isn’t moving people forward. We’ll work out whether there is a useful project to do together.
Foundational projects typically cost £1,500–£2,250. We agree the deliverables, fee and timetable before work starts. The first-month outline shows the process; it isn’t a bundle of every service on this page.
For businesses that want continued content and conversion work, ongoing support typically costs £1,500–£2,500 a month. We agree the priorities and whether I deliver the work for you or work alongside your team.
A project does not automatically commit you to ongoing support. Any software or production costs are identified in the proposal.
Who you’ll work with
My background is in creative strategy, content and helping businesses turn audience interest into something they can build on.
The useful part often starts in a conversation: a question that gets to the point, an example that makes the offer clear, or a story you’ve stopped noticing because it is so familiar to you.
I turn that into the work people actually see: the post, the page, the email and the next step. You work directly with me, from the first conversation through to review.
I use AI where it helps with research, drafting and delivery. I’m responsible for the judgement, the quality and how the pieces fit together.
No. You do need a real offer and a customer you want to reach. We can start with the way you explain the business, or improve the path from content you already have.
Both. I help decide what needs saying, then write and build the agreed pieces. Your proposal spells out what I’m delivering and what stays with you or your team.
No. We choose tools around the work. You don’t have to learn an AI platform to work with me.
Your expertise, honest feedback, access to the agreed tools and approval of the finished work. If we need you on camera, or need input from your team, we agree that before starting.
The agreed work in use and a clearer route for people to enquire. Sales depend on the offer, the audience and what happens in those conversations. We review real responses together; a short first month may not give us enough data to judge performance.
Start with a conversation
An offer. A page. A post that people like but don’t act on.
In 30 minutes, we’ll look at what you want people to understand, what they do next and where my help could make a difference.
If there’s a fit, I’ll explain what a first piece of work could involve. You decide whether to take it further.
Book a call with JackFree · 30 minutes · Google Meet · No obligation
Prefer email? Tell me what you’re working on at jack@thesecondlayer.co.uk.