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Jonathan Peters-Newman.

Co-founder and Head of Content · Fimiliar

Jonathan Peters-Newman is co-founder and Head of Content of Fimiliar, and an expert in personal branding, storytelling, content and ghostwriting that sounds like you: the writing a buying group actually reads, remembers and repeats.

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Jonathan Peters-Newman, co-founder and Head of Content of Fimiliar
JonathanCo-founder and Head of Content

01What he's expert in

Personal branding, story, and content that sounds like you.

Jonathan is an expert in personal branding: finding the story in what an expert knows, and turning it into content that sounds like them, not like a brand. That covers thought leadership published under a firm's own partners' names, LinkedIn content, ghostwriting, and the copy that goes out under Fimiliar's own name. Every piece is held to the same standard: specific enough that the reader believes a real person wrote it, because a real person did.

Content is one of the places the loop acts, alongside outbound and engagement, and GEO. GEO is short for generative engine optimisation. Jonathan's writing is built to hold up in both places: in front of a person getting to know your firm, and inside the answer an AI gives about it.

The writing, and the two places it has to hold up A document shape on the left marked the writing. From it, two threads. The upper thread passes three nodes, reads, remembers, repeats, and reaches a lit node marked a person. The lower thread reaches a node marked an AI answer. The writing Reads Remembers Repeats A person An AI answer
The writing · read, remembered and repeated by a person, and holding up inside an AI answer.
  1. 01

    Personal branding

  2. 02

    Storytelling

  3. 03

    Content

  4. 04

    Ghostwriting that sounds like you

  5. 05

    LinkedIn content

  6. Off the clock

    Runner

  7. He believes

    Sound like you, not a brand.

  8. Off the clock

    A Loerie for an ice cream ad

02The path here

In full.

Co-founder and Head of Content

Jonathan Peters-Newman is co-founder and Head of Content of Fimiliar. He spent about eleven years as an advertising copywriter, at agencies including Ogilvy, on brands for Unilever and PepsiCo, and won Loerie awards for the work. In 2022 he moved into ghostwriting for founders and experts, and co-founded StoriLabs, which TCN Cap acquired. He holds every piece to one rule: it has to sound like the person or firm it is written for, not like a brand talking about itself.

The facts

  • Role Co-founder and Head of Content
  • Expert in Personal branding, storytelling, content, ghostwriting that sounds like you, LinkedIn content
  • Background About eleven years as an advertising copywriter, including Ogilvy, on Unilever and PepsiCo brands; Loerie award winner; ghostwriting for founders since 2022; co-founder of StoriLabs, acquired by TCN Cap

Jonathan Peters-Newman on LinkedIn

  1. 01 · About eleven years Advertising copywriter At agencies including Ogilvy, on brands for Unilever and PepsiCo. Loerie awards for the work.
  2. 02 · Since 2022 Ghostwriting For founders and experts.
  3. 03 · Exit StoriLabs Co-founder. Acquired by TCN Cap.
  4. 04 · Now Fimiliar Co-founder and Head of Content.
Your personality is the thing that makes people want to work with you over everyone else saying the same things.
Jonathan Peters-Newman

03His thinking

What he writes about.

04The one rule

Not like

A brand talking about itself.

Like

The person or firm it is written for.

05Questions

What people ask about Jonathan Peters-Newman.

Short, plain answers.

Who is Jonathan Peters-Newman?

Jonathan Peters-Newman is co-founder and Head of Content of Fimiliar, and an expert in personal branding, storytelling, content and ghostwriting that sounds like you. He spent about eleven years as an advertising copywriter, at agencies including Ogilvy on brands for Unilever and PepsiCo, won Loerie awards, and has ghostwritten for founders and experts since 2022.

What is Jonathan Peters-Newman an expert in?

Personal branding, storytelling, content, and ghostwriting that sounds like the person it is written for. At Fimiliar he leads the thought leadership a firm publishes under its own partners' names and the writing that goes out under Fimiliar's own name, all written to hold up in two places: in front of a person getting to know the firm, and inside the answer an AI gives about it.

Why does his writing sound like the client and not like a brand?

He spent about eleven years in advertising, and the lesson he took from it is the opposite of most agency habits: the writing has to sound like the person or firm it is written for, specific enough that a reader believes a real person wrote it, because a real person did.

Where can I find Jonathan Peters-Newman on LinkedIn?

At https://www.linkedin.com/in/jono-fimiliar/.

Next step

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