BasedSydney, Australia
WritesSEO, AEO and GEO copy
Long-form features
Web and platform copy
Tone of voice
Scripts
Social and headlines
RecentlyToyota
Xero

Freelance copywriter, Sydney.

I'm James Blow, a freelance copywriter based in Sydney. Lately I've been writing SEO, AEO and GEO copy for Toyota. I also write long-form features, web copy, scripts and social for brands like Xero, Netflix and Aussie Oranges.

Get in touch
AboutVolume 10 became the Journal's most successful to date, with its highest-ever subscription uptake. I wrote two long-form features for it on Toyota in pop culture: one on its long history in video games, one on Initial D and what it did for drifting.

Toyota Gazoo Racing Club Journal

Gazoo Racing Club Journal, Volume 10 cover
Toyota GR Supra on track with a Press Start button

Waku Doki in video games

How Toyota helped shape video games, and became the third most prevalent car manufacturer in gaming history, behind Ford and Chevrolet.

Read the article
Illustrated Toyota AE86 in black and white

Tofu and the Trueno

Initial D spans manga, anime, films and games, with the AE86 at its heart, and drifted into hearts and minds the world over.

Read the article
AboutToyota Go is Toyota's new customer platform and loyalty program. I scripted the launch video, set the tone of voice, and wrote the SEO and AEO copy across the platform and the comms at every touchpoint.

Toyota Go

Toyota Go: a customer refuelling, with the Go logo
Toyota Go: a mechanic with a tyre in a service centre Toyota Go: a LandCruiser driving at dusk
AboutA few of my favourite headlines from campaigns and BAU work for Xero, plus the Why Xero film.
See the Xero campaign

Xero

Xero social post: Time savable on accounts payable. Xero social post: BAS ASAP. Xero social post: Tax returns easy. Stress returns never. Xero social post: Send them an invoice they can't ignore. Caption: Automatic reminders on. Afternoon off. Xero social post: Love that synching feeling. Caption: Add your apps. Subtract the stress. Xero social post: It's not you, it's your software. Caption: Switching to Xero is free. Staying where you are is the expensive part.
Xero billboard: Work smarter, not later. Xero billboard: Less work by all accountants.
Why Xero, video still
Why Xero
AboutApocalyptic headlines for the launch of Netflix's Leave the World Behind, each written for a specific media placement across Australia.

Leave the World Behind

Leave the World Behind: There's no going back to normal
Billboard at Sydney Airport: This is a warning sign Myer, Bondi Junction: an empty road through a forest Billboard: This is not the way Street posters in Marrickville: Question everything. Trust no one. There's no going back to normal.
AboutAussie Oranges are a tasty way to boost your immunity. I wrote the web copy and social posts, covering health benefits and recipe ideas.

Aussie Oranges

Aussie Oranges web banner: Immunity made delicious
Aussie Oranges social post: Goodness all round Aussie Oranges social post: Live your zest life Aussie Oranges social post: Turn those winter blues orange
AboutSocial posts for Australian Bananas.

Australian Bananas

Australian Bananas post: The Choc-Peanut Banana Australian Bananas post: The Lunchbox Banana Australian Bananas post: The Boo-nana Banana, the healthy, not scary, Halloween snack Australian Bananas post: The Binge Banana
AboutSocial posts for Greenskin Avocados.

Greenskin Avocados

Greenskin Avocados post: As predictable as pyjamas until noon Greenskin Avocados post: As predictable as a sickie on a Monday Greenskin Avocados post: As predictable as breakfast in bed
AboutI won The New Yorker's Cartoon Caption Contest #873 in December 2023. The cartoon is by Paul Noth.

The New Yorker

The New Yorker Cartoon Caption Contest #873, the winner. Cartoon by Paul Noth of a doctor talking to a potato-shaped toy figure on an exam table. Caption by James Blow, Sydney, Australia: Well, sir, we found you a donor. There's a kid having a garage sale in New Jersey.
Questions people ask

How much does a freelance copywriter cost in Sydney?

In Australia, a senior freelance copywriter typically costs $650 to $900 a day, and specialists charge up to $1,200, according to Expert360. By the hour, senior rates sit around $75 to $130 (SoloHourly, 2026). Most jobs are quoted by the day or as a fixed project fee, so you know the cost before any writing starts. Get in touch to talk about rates and scope.

What does an SEO and AEO copywriter do?

They write so you get found, wherever people are looking. SEO, search engine optimisation, gets your page ranked in Google's results. AEO, answer engine optimisation, gets your words used as the direct answer, in featured snippets and voice search. GEO, generative engine optimisation, gets your brand named when AI assistants like ChatGPT, Claude and Gemini write an answer. The three overlap, and I write for all of them, most recently for Toyota.

Who has James Blow written for?

Toyota, Netflix, Xero, Rest, KFC, Swisse, Volvo, Kit Kat, Zip, Aussie Oranges and Australian Bananas. The work covers SEO, AEO and GEO copy, long-form features, web and platform copy, tone of voice, scripts, social and headlines.

Do you work with agencies or direct with brands?

Both. Agencies bring me in as a freelance copywriter for pitches, campaigns and busy patches, often working inside the creative team. Brands hire me directly for SEO, AEO and GEO web copy, long-form features, scripts and social. Either way, you get a senior writer who has worked with brands like Toyota, Xero, Netflix and KFC. Get in touch to check availability.