Welcome to this week’s episode of The Engaging Marketeer. I’m your host, Darren Jamieson, and today I’m talking to a man who blends content strategy with cult cinema in ways I never expected.
Will Slater is a copywriter and all-round wordsmith at 43 Clicks North. I first encountered him at Brighton SEO, where he delivered a talk using The Princess Bride as a powerful analogy for content creation. As a huge fan of the film myself, I knew I had to get him on the podcast.
We talked about everything from making dry content exciting, writing with purpose, understanding the psychology of copy, and even how AI is (and isn’t) useful for writers. Spoiler: we also talk a lot about The Princess Bride. Let’s dive in.
[Darren Jamieson]
Will, welcome. You’re a content creator, a master of words. How did you get into doing what you do?
[Will Slater]
It’s a long story, but I’ll give you the short version. I started in marketing about 20 years ago, doing a bit of everything—design, video, strategy—mainly at smaller companies where I was the entire marketing team. Over time, I realised what I enjoyed and was good at was writing. When the opportunity came up at 43 Clicks North, I jumped at it. It was a shift from strategy to hands-on work, and it suits me.
[Darren]
So from frustrated author to performance copywriter. What helped you make that shift?
[Will]
They’re two very different skill sets. When I started copywriting, I immersed myself in the craft—books, podcasts, training. Some were terrible, but I found gems too. People like Eddie Shleyner, Martin Sayers, Mel Barfield, Dave Harland. Also, The Fix podcast for financial copywriting is brilliant.
[Darren]
Speaking of financial writing—how do you approach content that could be seen as dry or boring?
[Will]
Honestly, that’s where the challenge is. If you can make dry content interesting, you’ve cracked it. The key is being curious. Dive deep, get nerdy, and find what’s interesting in the detail. You’ve got to care—if you don’t care, your reader won’t either.
[Darren]
What about language and tone? A lot of business writing is… well, unreadable.
[Will]
Exactly. Cut the jargon. Use language your audience understands. Not every sentence needs to show off how clever you are. Write like you’re speaking to one person. Structure matters too—make it easy and pleasant to read.
[Darren]
I loved your Princess Bride analogy at Brighton SEO. Tell us about using narrative structures in content.
[Will]
Sure. I often use the “Hero’s Journey” format: the customer is the hero, the problem is the monster, the product is the elixir, and you—the business—are the mentor. You’re Obi-Wan, not Luke Skywalker.
[Darren]
I’ve seen businesses get that wrong so often. How can they check their copy isn’t self-centred?
[Will]
Easy test: count how many times you say “we”. If it’s all about “we do this” or “we provide that”, rewrite it. Make it about what the reader gets out of it. Instead of “we make the best bolts,” say “bolts that keep you rust-free.”
[Darren]
Let’s talk formats. Do you have a preference?
[Will]
I prefer long-form—blogs, landing pages, feature content. I’m not big on social media; it stresses me out. But whether it’s copy or content, they’re all part of the same skillset.
[Darren]
What tips do you have for writing copy that actually converts?
[Will]
At the top of the funnel, focus on value and building trust. No hard sell. Once people are ready, use repetition—because people don’t read your site in order. Use loops too: ask questions, create curiosity. Be specific. “We’ve helped 365 businesses” is better than “lots of businesses”.
[Darren]
Specificity also filters people out who aren’t the right fit, doesn’t it?
[Will]
Exactly. You want to repel the wrong audience. If your minimum order is 8,000 bolts—say so. That saves everyone’s time. Be honest about what your product doesn’t do. It builds trust. No one wants snake oil.
[Darren]
You’ve mentioned AI a few times—what are your thoughts on using it for writing?
[Will]
Cautiously optimistic. As a planning or restructuring tool, it’s useful. But for actual copy? No. It lacks emotion, it lacks nuance. You can always tell when something’s been lazily generated. It doesn’t connect with people. Write your own stuff, even if it’s imperfect—it’ll still feel real.
[Darren]
You did a fantastic job at Brighton SEO. Was it nerve-wracking presenting to a room full of experts?
[Will]
I loved it. The hardest part was pitching it at the right level. There’s a wide range of experience at Brighton. I went for something accessible, framed around The Princess Bride. If I helped someone improve their writing or just convinced them to watch the film, I’m happy.
[Darren]
It’s a classic. So finally, Will, where can people find you if they want to connect?
[Will]
Best place is LinkedIn—just search “Will Slater” or “Clean Slate Will”. And 43 Clicks North is the agency I work for—we’re at 43clicksnorth.co.uk. Drop me a message any time.
Darren Jamieson
That was Will Slater—writer, wordsmith, and a man who can connect SEO strategy to The Princess Bride without missing a beat. If you want to make your content work harder, Will’s advice is gold. Write human. Be specific. Don’t be afraid to repel the wrong people. And above all—don’t let AI do your job for you.
If you’ve enjoyed this episode, make sure to subscribe to The Engaging Marketeer. And if you’ve never watched The Princess Bride… well, now you’ve got homework.
Thanks for listening.
More about Will Slater:
Will Slater is a seasoned copywriter and content specialist at 43 Clicks North, a performance marketing agency based in Hull. With a background spanning over two decades in marketing, Will has honed his expertise in turning dry, technical subjects into engaging, human-focused content that drives results. Known for his creative storytelling approach—often weaving in analogies from cult classics like The Princess Bride—he combines strategic thinking with a deep understanding of language, psychology, and user experience. Passionate about clarity, specificity, and writing that truly connects, Will champions authentic communication over generic, AI-generated fluff.
Website: https://43clicksnorth.co.uk/
LinkedIn: https://www.linkedin.com/in/cleanslatewill/
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
