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carl reader
WH SMITH BEST SELLING AUTHOR
INTERNATIONAL KEYNOTE SPEAKER
MEDIA & BROADCAST COMMENTATOR
Collabs
HELPING PEOPLE CONTROL THEIR TIME, INCOME & LIFE
Carl Reader is the author of three published books, an acclaimed international speaker, and a multiple business owner. Featured in almost every national UK newspaper and across national radio and TV, together with featuring in high profile campaigns ranging from Fortune 500 companies to government departments; Carl is known for his relatable straight talking, no-nonsense style.
His passion is helping others be the best they can be - supporting people with their mindset, and giving practical tips for those who are looking to either start or improve their business.
partner with carl
Forget "influencers". Carl doesn't have the Kardashian lips, the bikini body, or six weeks served on Love Island. There's one thing he does have though - he has the ears and respect of your audience. It probably helps that he stands out too!
Carl has worked with countless organisations such as Mercedes Benz, Vodafone, American Express, Intuit, Epson, Toptal, Sage, and the Department for Education to help them connect more deeply with their customers and communities. Rather than just posting a #ad on social media with no care, Carl works with each brand to design a bespoke approach, ensuring that there is congruence, resonance, and that the desired outcomes are reached. For most brands, it's not actually about directly winning new customers - it's about strategically positioning themselves amongst both customers and prospects, and steering the narrative to make doing business easier.
Whether you are looking for a face and voice for a media day, a content led educational campaign, or a strategy to transform audience sentiment, let's see how we can help. Please note that Carl only works on campaigns for brands that he truly believes in, and is not able to accept all engagements.
American Express x carl
American Express had a problem. There was a perception that their Platinum cards were just for corporates. Their messaging was focused at corporates. It wasn't a 'small business' brand. That message has changed.
Carl has worked with American Express on a number of campaigns. A feature in The Times in relation to Shop Small, an initiative to encourage spending with small businesses, allowed Carl to showcase the small businesses he valued during the pandemic. A series of videos released on social media gave business owners practical, actionable advice. A podcast interview allowed Carl to really highlight the plight of small business owners when it comes to late payments, and contributions to their written content meant that their audience benefitted from expert advice. Appearing in a game show allowed Carl to bring a human face to business. And finally, American Express invited Carl to appear on three webinars for their internal teams - somehow, they hadn't become sick and tired of hearing his voice!
mercedes x carl
Christmas wouldn't be Christmas without van drivers - let's be honest, they are the cogs of our economy, especially when on time deliveries can make or break the family time.
After a consultancy meeting with the stakeholders at Mercedes, it was clear that direct marketing through more common channels was something that they felt they had to do, but wasn't driving engagement, or indeed results, within the small business community. In particular they wanted to appeal to owners of small fleets - to remind them that it's not just a box on wheels.
Carl was the focus of a broadcast day at the studio of Markettiers, where he had back to back interviews from breakfast radio through to the drive home. Whilst the key angle, driven by the results of Mercedes' Business Barometer survey, was about celebrating the drivers; Carl was able to weave in messaging in relation to small business, and how the fleet management technology behind the dashboard allowed even the smallest of businesses to compete with the likes of DPD, for an enhanced customer service.
Similar to his campaign for Intuit, Carl was able to weave together the research, the underlying message, and personality to ensure that he was an attractive interviewee for both the outlets and audiences. And, much like almost every media appearance, it is so much more effective than the MD of the company coming on to talk about how good the company is. Who'd have known...?
sage x carl
Another major corporate, another corporate challenge.
It would be safe to say that Sage had a challenge in public perception. They are a legacy brand in the accounting space, but the 'buzz' had been taken by challenger fintech brands. Something had to change.
Sage's history was built on their engagement with the end business owner - and that's exactly what we set out to do.
Carl and Sage worked together to design a number of campaigns. The Money Diaries showed the financial reality of running a small business. Blog posts, videos and podcasts helped provide advice to their audience. All sorts of crazy ideas ensued - with perhaps the most crazy being Carl interviewing the cricket teams and Steve Harmison at Trent Bridge as part of The Hundred. A dash of Essex charm never hurt anybody!
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HELPING PEOPLE CONTROL THEIR TIME, INCOME & LIFE
Carl Reader is the author of three published books, an acclaimed international speaker, and a multiple business owner. Featured in almost every national UK newspaper and across national radio and TV, together with featuring in high profile campaigns ranging from Fortune 500 companies to government departments; Carl is known for his relatable straight talking, no-nonsense style.
His passion is helping others be the best they can be - supporting people with their mindset, and giving practical tips for those who are looking to either start or improve their business.
you x carl?
Want to see if we can do something together? It's easy... drop us a note of what you're thinking, and let's chat! Provided your brand is ethical, reputable and would not put Carl's audience and reputation at harm, we are more than happy to discuss ideas and find a creative way to help you reach your goals.
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