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Your brand needs this copywriter →
Does your writing sound like AI strangled the life out of it?
Bland is never a good look, but some business leaders struggle to put their expertise into words that make sense to someone hearing it for the first time.
As an interviewer, video producer, and photographer, I've spent more than 20 years getting people to say what they actually mean, instead of the "professional" version they think they're supposed to give me. People share things with me they wouldn't share with anyone else.
That's the skill I use to write your messaging: I don't guess at what makes your business different. I carefully pull it out of you, then put it into words that a stranger would understand in five seconds.
Add to that my obsession with human behaviour and persuasion, and you've got someone who doesn't just find what makes you you, but knows how to make people care about it.
Your brand deserves more than bland.
Services
Personal Branding/Ghostwriting
Thought Leadership
Blog Posts
LinkedIn posts written for you, in your voice. You bring the knowledge, I bring the clarity.
You're an expert in your field, but running a business doesn't allow you much time to write content. I'll take your thoughts and deliver consistent thought leadership articles that sound like you.
SEO-optimised copy that humans find easy and informative to read, designed for search and engagement.
Internal Communications
Email Newsletters
Website Copy
Communication that helps teams connect without all that unnecessary corporate-speak.
One of the best ways to connect with your target audience. Give your audience a reason to open your emails.
Clear, engaging website content that helps explain what your business does and why it matters.
Process
Discovery Meeting
Research & Strategy
Strategy Review
Every project starts with a conversation. I want to understand your business, your goals, your customers, and what success looks like for you. This is where I ask a lot of questions, listen carefully, and figure out what's really going on beneath the surface.
Once I have the bigger picture, I'll research your audience, competitors, industry, and positioning to determine what matters most to the people you'd like to reach.
Before I begin writing, we'll meet again to make sure we're on the same page. I'll share my recommendations, explain the direction I believe we should take, and get your input so we're both confident in the approach.
Writing
Review & Refinement
Final Delivery
This is where the ideas become words. I'll write clear, persuasive copy that sounds like your business and speaks directly to the people you want to attract. Every sentence has a job to do. No fluff and no jargon.
I'll send you the first draft for feedback and provide up to two rounds of revisions to ensure the copy is polished and ready to publish. Because we've invested time upfront in strategy and research, extensive rewrites are rarely necessary.
After the final tweaks are made, I'll send through the finished copy, ready for publishing. You'll have a polished piece of communication that's ready to go live and start doing its job.
Portfolio
Here to Stay: Redefining Autism in the Workplace
Client Work for Autism South Africa
Video script written for a documentary on autism in the workplace.
Brief
Give the narrator's voice a conversational, empathetic tone that carries the weight of what autistic employees face at work without slipping into clinical or preachy language.
What it demonstrates
The ability to write a narrator’s script that moves naturally between speaking directly to the audience, storytelling, and letting a little personality come through. Restrained enough to let the interview subjects' own voices carry the piece.
Thornbush Tours Blog Post
Spec Work
Written for a fictional adventure travel company specialising in backpacking tours across South Africa.
Brief
Blog post targeting Gen-Z travellers looking for affordable backpacking opportunities.
What it demonstrates
The ability to write for a specific audience in a tone they'd relate to, based on the brief.
Life Healthcare Video Scripts
Client Work
Brief
Create clear and engaging video scripts introducing Life Riverfield Lodge’s physical rehabilitation and mental health services. The scripts needed to communicate the services available while making the information easy for patients and their families to understand. There was a clear focus on what they can expect from these facilities and how the services support their recovery.
What it demonstrates
The project demonstrates my ability to take complex, information-heavy content and turn it into clear communication that answers the questions potential patients and their families are likely to have.
The challenge was to communicate a wide range of services without making the video feel like a narrated brochure or overwhelming the viewer. I balanced the necessary information by bringing the focus back to the emotional care and support patients receive at Life Riverfield Lodge.
Project Management Company's Web Copy
Spec Work
This paragraph I saw on a company’s website could describe any project management company in any industry.
Rewrite
The jargon is doing all the heavy lifting without actually saying anything. I rewrote the copy so that it's easily understandable.
What it demonstrates
I started with one of the biggest pain points clients experience when upgrading their premises – construction is messy and disruptive, and no business wants that headache.
Then I said exactly what they do about it (manage the schedule and budget), and ended with the one thing potential clients care about: being able to focus on their business again.
Nutritionist Homepage Copy
Spec Work
Homepage copy for a weight loss nutritionist.
Brief
The audience has been burned by fad diets before. The copy leads with their frustration, builds trust, and moves them toward a no-risk first step.
What it demonstrates
Direct response copywriting principles, written in a tone that doesn't sound like a medical brochure.
Hello Human Website Copy
I wrote all the copy across this website. Hello Human is my own corporate workshop and keynote business. The site is a live example of brand copywriting, positioning, and web content working together.
Hello Human Email Welcome Sequence
Lead Generation/Self-Initiated
A two-part welcome sequence triggered when event attendees signed up for a Hello Human lead magnet.
Email one builds trust and sets the tone. Email two explains what Hello Human is and isn't, and invites the reader in.
What it demonstrates
The ability to stay consistent across a series and move a reader from curious to convinced.
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