Steven Sparling – Lead Writer & Strategist

Green Thinker
I have always been a voracious reader, especially of newspapers and magazines. But I was also inexplicably drawn to the stage.

I trained as an actor and have worked in front of the footlights for almost 25 years.

About 10 years ago, after a busy acting time that hardly saw me at home, I decided I needed to take some time off. And I promptly fell depressed.

Fish gotta swim, birds gotta fly – and I need to be creative.

So I cast about for something else I could do with myself.

When I thought about it, I thought…maybe it’s time I try writing…

I took tentative steps.

I found an ecourse through the London School of Journalism. I enrolled and never looked back.

By the end of the third lesson, I had sold my first piece, and I have never stopped writing for money (and pleasure) since.

It was the best thing that happened to me.

I also discovered that a background in acting is the greatest tool for being a copy writer.

As Leo Burnett, the grandfather of writing for the advertising business said:

If you can’t turn yourself into your customer,
you probably shouldn’t be in the ad writing business at all.

Well turning yourself into other people, getting into someone else’s head space, is exactly what actors do. So we are at a major advantage for being a copy writer.

I soon discovered that my ability to get into someone else’s head, coupled with a journalist’s nose for a story (and a desire to get the facts right) is a winning combination for marketing writing.

My qualifications

I have a BFA in Interdisciplinary Studies (Concordia University), an MA in Creative Entrepreneurship (University of East Anglia), a Diploma in Journalism (London School of Journalism), a Diploma in Theatre Arts (Grant MacEwan University) and am currently a PhD candidate in Creative and Cultural Entrepreneurship (Goldsmiths College, University of London).

Who have I written for?

My web writing clients have included: View London, Crumbs for Men, Square Meal, Money Compare (AU) and Credit Compare (AU).

As a copywriter and content marketer, I’ve written for: Cabestan, Peach&Co, Royal Arsenal Osteopathy, Simpson Wreford Accountants, Bloomsbury Films, Boyd Creative and many others.

As a freelance journalist, my work has appeared in print and online in magazines, newspapers, websites and blogs on several continents including: The Stage, Pink Paper, Out in the City, Refresh, Musical Stages, Drama Student, Epilogue, Aqua Pulse, and M- Alumni News.

I was a contributing editor to Living in London: A Survival Guide for Canadians and the 2010 Square Meal Review Guide.

[Some of my early work was published under the pseudonym Knight Hooson (my maternal grandfather’s name).]

What can I help you with?

What I’m REALLY good at is the hot-spot where strategy and writing intersect.

I often say:

Focussed strategy + good writing = telling your brand story

Strategy is great, and I’m good at helping you drill down into the core of what makes your business unique and how to position it in the market to capitalise on this. But without good communication to your audience, your strategy isn’t going anywhere.

Writing is fantastic, but if it isn’t linked to a strategy then it can be a waste of time & money while accomplishing very little.

But, hook your writing to a kick-ass strategy? That’s when the magic of marketing starts to happen.

I’d love to chat with you about your writing and marketing strategy needs. Drop me an email at to discuss.

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