Clarity builds trust.
Trust builds everything else.
Collateral for Credibility in Healthcare and Medtech
Is your brand voice clear?
Is it credible?
Is it unmistakably yours?
I work with growth-stage companies in healthcare and medtech to shape brand identity, develop voice guides, and create belief-building collateral.
In the attention economy, clamor prevails.
Make your signal a beacon of trust.
Trusted by:
“Friendly and Professional” is not a Voice Strategy
You’ve heard it 100 times. People do business with people they know, like, and trust. “Know” and “like.” Those two are easy.
Trust, though. It’s complex.
Credibility, reliability, and consistency of your brand drive trust. That’s why, for a brand’s visual identity, designers battle marketing directors down to the last serif.
In terms of brand voice, though . . . it’s rarely more than “friendly and professional.” (Poor “hostile and amateurish”: they never get their due.)
With such loose guidelines, your voice drifts. It sounds off. Inconsistent.
Or, worst of all, forgettable.
I help make your voice clear, compelling, and credible—for trust’s sake.
My Process for Persuasion
One question drives good web copy:
What message here will persuade the reader to move down the page and take action?
Our knowledge of brand voice and the science of persuasion shapes how we craft messages that resonate with your prospects and customers—in your voice.
That’s why we start with tone, vocabulary, and cadence. We ensure your voice aligns with your visual identity and strengthens your credibility. Let’s ensure your messages sound (and look) as trustworthy as possible.
It’s your brand. Your story. In your voice.
Once that “vocal” foundation is in place, we build trust layer by layer—using voice-of-customer data and evidence of your authority, likability, and consistency. These are the signals your audience is scanning for, whether they know it or not.
Next, we bring in the tools of conversion copywriting, including the modes of persuasion and how to reduce friction on the buyer’s journey.
It’s how we anticipate their objections. And cast them aside. We keep your reader moving forward.
Because conversion isn’t a push. Action follows the laws of attraction. And a story with clarity, in a trustworthy voice, drives people to act.
Clarity, trust, and action (CTA).
The three pillars of my CTA framework.
From Voice to Trust to Conversion
The 3 a.m. test
Through surveys, interviews, and AI-aided research, we identify what your customers want most—and what keeps them up at night.
We clarify the stakes. We pinpoint their urgency. And then we build messages about what matters most.
Sharpen the clarity, cut through the noise
Voice meets persuasion
With my CTA framework, I use the science of persuasion to bake your customers’ own language into the buyer’s journey. We move from raw insights to the yes!-you-get-me version of your brand story—crisp, strategic, and unmistakably you.
Deliver a story they’ll believe—and remember
Proof positive
After you launch your new website, say, we test what matters most—headlines, calls to action, story flow—and listen to the data.
Same thing with newsletter open rates and click-through rates.
Test, fine tune, repeat
“He gets medtech”
Working with Randal has been an absolute pleasure. His writing for medical device companies is not only exceptionally well-crafted but also demonstrates a remarkable attention to detail. He consistently delivers high-quality content that meets the stringent standards of the industry. He’s an invaluable asset to any team.
Nikki DiFilippo
President and CMO,
Via Vera Group
“An A-level writer”
Randal did a bang-up job on the web content for our first big event: the Erie Hack Water Innovation Summit. He struck just the right tone in terms of voice, and provided clear and concise prose throughout. He also did a sharp and thorough edit for one of our funding requests. (We got the $$.) Here his ability to tell a good story—even with technical content—made the difference.
Bryan Stubbs
Executive Director,
Cleveland Water Alliance
Hey. I’m Randal.
Brand voice analyst.
Conversion copywriter.
And the North American historian of The Clash.
I work mostly with clients in healthcare and medtech. I provide words for people who deliver life-saving services and devices.
These words have delivered:
A YOY boost in prospect inquiries of 350%
A YOY jump in booked appts. of 210%
An increase in newsletter subscriber rate in under two months by 49%
And just for fun. No sales funnel. Subscribe to my rocknroll newsletter.
“His ability to meet deadlines, his enthusiasm for our mission, and his love for his craft make him a key asset for any written project.”
Our work entailed more than writing. Randal kept asking: 'Who is Ari Lewis? Who is his audience? What do they need from him?'
Today . . . I'm enjoying the writing so much more. I got to see how Randal does what he does, and I acted like a sponge, absorbing his method.
Ari Lewis
Publisher, Payload
Former host, Mastering the Attention Economy podcast
Select Credentials
Copywriting Services
Click a link below to set up a 15-minute, no-commitment chat about your project.
Done-by-Thursday Sprint
“I need clarity with conviction . . . and fast.”
You’ve got a page that’s a bit off-brand. A pitch deck that doesn’t quite land. A message that’s close—but not clear.
Let’s fix it. In five days flat.
One call on Monday
Deep work on Wednesday.
By Thursday, you’ve got sharp, strategic copy that says exactly what you mean.
Brand Voice Guides
“Our voice for email and social—it’s all over the place.”
Your message shouldn’t shift with the platform—or the person writing it.
Let’s document the voice of your brand so it’s consistent, trustworthy, and unmistakably you.
From your homepage to your help docs, this guide shows your team what to say and how to say it.
Website Copy That Converts—and Sounds Like You
“I need a website that converts.”
Your website should be your best sales rep. Let’s assemble your story—in your voice—with clarity, concision, and cadence.
Whether you’re starting from scratch or refreshing what’s there, let’s make your copy work smarter. And sell better.
“So easy to work with”
For me, it was the results and his professionalism.
His personality and professionalism.
Christine Kotik
Owner, CK ADHD Coaching & Consulting