Fix your messaging using copywriting psychology, so you can talk to your buyers human-to-human.

Make your words pay their way with copywriter, Sue Moore.

Headshot of Sue Moore of Virtual Gold Dust, UK copywriter, pictured seated and smiling wearing a bright green jumper

I’m Sue Moore, B2B Copywriter, Messaging Strategist and Psy-copy® chief, based in Northern Ireland.

I help B2Bs with messaging, brand voice and web copy, so you can generate and convert leads.

If I’m ever lost for words, I invent them.

Here’s one for you.

Psy-copy®, AKA copywriting psychology. That’s my territory.

Let’s turn your sigh-copy into psy-copy®

gold fountain pen on pink background representing UK copywriter Sue Moore

Psy-copy®: B2B copywriting psychology

Could your words be more persuasive?

The answer is yes. I’m certain.

Copywriting and content writing can be a confusing time-eraser.

And yet 92.3% of messaging is flavourless, forgettable and sigh-inducing.

But you need a way to stand out. You need to optimise your words for lead gen, conversion and revenue.

Vintage teal-coloured typewriter from above with blank page loaded

How to use psychology in copywriting (from a B2B copywriter)

Find irresistible words that make your buyers’ mouths water.

Because how you talk (and write) about your work is just as important as what you actually do.

The juiciest words convert more buyers. They nudge them towards smart decisions. They also help YOU feel confident and powerful.

When psychology meets copywriting, you get a mighty messaging mixup.

Psy-copy®: because what you understand about people and behaviour far outweighs anything you learn in marketing school.

Yes, I’ve invented my own word. Psy-copy®. Trust me, it’s a thing.

Think of it as a cosy nook where a behavioural scientist, psychologist and copywriter catch up for coffee.

Big global consumer brands have applied this smart science to their verbal branding for years.

But many B2Bs are still missing this golden opportunity to attract and convert leads.

You don’t have to do any big budget research. All the brand science is visible and searchable. And if you let me help you apply it to your brilliant business, you can turn your buyers into wise, well-informed decision-makers.

Vintage book titled Oxford Book of English Prose with green fountain pen on a linen backdrop

Psy-copy® is the answer: the power of copy psychology turns your big ideas into persuasive words

Why do our brains mainly act on instinct and emotion?

Because it’s quicker, more predictable and takes less energy. But it’s not always logical, in spite of what you might think about B2B buyers.

So would it help to know how to nudge leads into action, by appealing to their instincts and emotions? Would it move you forward if you had brainy messaging that cuts through the ambient noise online?

No more bland, ignorable word salad.

As a messaging strategist, I’ll help you connect like a human so you can convert your leads into buyers.

Get started: choose your brain candy

This is you ⤵

“I need a copywriter or messaging strategist for my business.”

B2Bs hire me because they’re lost for revenue-building words and ready to get expert eyes on their verbal brand. Let me fill in any messaging gaps, add depth and discover unseen connections. I’m a clear-thinking, credible researcher (PhD, remember?) and persuasive B2B copywriter. B2Bs of all stripes – marketers, creatives, insight brands, tech companies and professional service providers all trust me to help them.

Click here for my price list of copywriting and messaging strategy services.

Sue Moore of Virtual Gold Dust, a UK copywriter, pictured seated outdoors on a step in urban setting, and smiling wearing a bright green jumper and animal print coat

About Sue Moore: B2B copywriter

I’ve worked in marketing my entire career. First in-house, then as a freelance copywriter and marketer. Before that, I got my PhD. 

Over my last 21+ years in marketing, I’ve panned for psychology gold dust, so you don’t have to. You can find out more about me as a B2B Copywriter by clicking here.

I write about copywriting (so meta), books, lifestyle and business. I invent concepts like psy-copy®. Over on Ink Tank (my Substack), we go deeper on copy psychology.

I write all kinds of copy and messaging for businesses who don’t want to blend into the background.

My door’s open for you

  • Ditch the demographic personas and discover your buyers’ emotional triggers.
  • Get clear-headed about B2B messaging that connects and converts.
  • Take action now to build your verbal brand, instead of stockpiling more information and ideas.
Quote on teal background with gold accents reads "it's easier to push an open door" - this is UK copywriter Sue Moore's mantra

Expert recommendations

What’s it like to work with this B2B copywriter and messaging strategist?


“What a genius you are. You have the soul of a poet and the brain of a scientist. Plus decades of real expertise that make it seem effortless.”

Jessica Cadzow-Collins, lifestyle brand founder and luxury jewellery expert


“It was a great process – almost therapeutic. It felt amazing to have Sue in my business corner, especially because it’s a tiny team that doesn’t always have time to reflect on “why” and “how”, because we’re really concerned with getting content out.”

Jen Clinehens, Founder Choice Hacking


“Sue makes it really easy – she took all the waffle out of my head and turned it into copy that sounds professional and also super clear, exciting and true to what I do.”

Isabel Lydall, Founder and Research Director, Curious to Clear


“Sue is incisive, analytical and methodical. As a person, she is a joy to work with – collaborative, curious, flexible.

Hire Sue.”

Fleur Emery, Founder REALWORK


“Sue, you were definitely my best investment this year.

Sue can take a complete hodge-podge of ideas that are floating around your head and turn it into a solid strategy which will help you sell.”

Donna Green, Donna Green Brand Photography


“As a marketer myself, I always thought I should have all the answers and be able to do all my own marketing. How happy I am to have been proved wrong. 

Sue at Virtual Gold Dust became my messaging muse. After every call I came away energised, inspired and more confident about myself and my work. I would highly recommend Sue to anyone wanting to jumpstart their messaging and confidence.”

Cassie Anderson, Marketing Consultant


“Sue is a wordsmith with a PhD. Strategic. Innovative in her approach to marketing copy. And always weaving in behavioural psychology into her work.

A brilliant session which enabled me to get out of my own head and get impactful words on paper. I’ve also been picking Sue’s brain for my book title. She was generous in her feedback and ideas. I can’t recommend Sue enough.”

Katie Tucker, Product Jungle and author of ‘Do penguins eat peaches?’


“Sue is a great copywriter who delivers ahead of schedule every time. Super reliable and easy to deal with…. Highly recommend her!”

Penny Mallory, Keynote Speaker and Mental Toughness expert