Results-driven writing with a dose of the ludicrous.
I'm Ann Storr, a fractional brand director, ghostwriter, and writing coach.
I want to help you find that big voice that's hiding under the jargon, so you're making more money. Maybe that's a little blunt. But you're busy, so let's get to work.
Working with SMEs is magic because you've built a brilliant business over years. You know the value you offer. My clients know that I care about their success.
And, clearly I'm a little daft. Brand work is hard, and it's fun. So let's enjoy the ride, and let's get you more customers.
Your voice matters.
If you book Fables, I'll listen to you like a therapist.
You might want a workshop, where I can uncover a working tone of voice and get you on your way, pronto.
Or when you're ready to invest, I'll dig into your customer's emotions, and work out how to tell the right people what you do, how you do it, and why that matters.
If you want and need, I'll create a brand strategy that can take you where you need to go.
Then I articulate my findings into a voice that blends the brand you've built, and the brand your customers need to find and trust.
I'll turn that voice into copy, guidelines, and assets that help you grow your business.
Got questions?
Do I write anywhere else?
My Substack is a narrative non-fiction about sexual assault, coercive control, and making new starts in mid-life. It's on hiatus because I'm trying to write a book, but I'd love you to explore my non-client work.
What training and awards do I have?
- Mentee, She's Your Momma, 2026
- Mentor, Good Nugget, 2025
- Bold Type (inclusive communication), 2024
- Best Emerging Writer 2023, 26 Words
- Dan Nelken, 'Writing Under Pressure', 2022
- Uncertainty Experts, 2021
- Pass the Mic (public speaking), 2020
Has my work been featured anywhere?
I've appeared on ITV, BBC TV, and BBC Radio 4's the Food Programme.
My work has been featured in The Guardian, The Evening Standard and Psychologies magazine. My front cover of Girlguiding magazine with my mate Rache is a whole different story (don't get me started on the Friends of Nunhead Cemetary).
Do I use genAI?
I use Otter.AI to transcribe most of my calls. I won't ever use generative AI to write content. My clients are paying for me to create something unique, not a mish-mash of stolen work. If you want me to work with AI outputs, strategies, or work, I will. But my clients want copy and ideas that no-one else has, and they deserve my time and attention.
Why the felt dog? And the lyrics?
Rob dog, my buddy.
This is the late great Rob. My coworker, exercise-prodder, and biscuit-snatcher from 2012-2025. Previous clients saw him in phone calls, or heard his loud, emphatic sighs when I had the audacity to ignore him. I miss him very much.
By the time you book a call with me, I should have a tattoo of that sweet bicycle-cycle boba-eyed face. Not joking. Check in when you call!
Why the song lyrics and pop culture?
Brands exist within and around culture. Pop culture makes abstract ideas around brand easier to understand, and they're fun.
If we work together, I can recommend you dozens of books, podcasts, albums, newsletters - hit me up for recommendations.
All content copyright Fables 2026, because it's mine, I wrote it.
I don't collect cookies, and you can review my privacy policy on the page called 'My Values'.