I’m a cat-loving copywriter from Cape Town.
For over fifteen years I’ve been writing for brands that wanted to sound like themselves and not like a LinkedIn post.
15+
YEARS WRITING
50+
BRANDS & COUNTING
100k+
WORDS WRITTEN PER YEAR
0
USES OF ‘SYNERGY’
– the long version –
One writer. A massive amount of range.
I was that kid on the high school paper who took it far too seriously, and became a published poet before I had a tax number.
I graduated from CPUT with my National Diploma in Journalism, and went straight into the deep end. I’ve been in the same room with some of the most celebrated writers in the world. I even landed interviews with the stars of the hottest new Netflix series and a certain late princess’s wedding dress designers.
More than fifteen years later, I’ve written for News24, The Daily Maverick, and some of the biggest agencies in South Africa. Blog articles, website copy, email campaigns, social posts. The brands change. The approach doesn’t: find what works, write it down, cut the rest.
When I’m not at my desk, I’m out in Cape Town doing exactly the kind of things I end up writing about. Great food, good films, honest conversations. The city has a lot to say. I just help translate it.
If you’ve made it this far, we’re probably going to get along.
– A few firm opinions –
Things I will die on a hill about.
01
Plain language is power
Big words for small ideas is a confidence problem. Not a copy strategy.
02
Strategy first. Always.
Pretty sentences without a plan are just decoration. I show up with both.
03
Personality beats polish.
I’d rather sound a bit weird than a lot like everyone else. So would your customers.
04
Specifics sell.
“Premium quality” says nothing. “Hand-stitched in Cape Town” says a whole lot more.
– How I work –
A process that’s actually a process.
01. We talk. Properly.
A 45-minute call where I ask annoying questions and write down everything.
02. I dig.
Customer reviews, competitors, your own old emails. The good stuff is usually already there.
03. First draft.
Sent with notes so you know what I was thinking.
04. Two rounds of edits.
Tracked changes. We get it right together.
– For the curious –
Things I love. Things I don’t.
↳ A punchy hook
↳ Founders who answer emails
↳ A sharp red pen
↳ Women who take up space
↳ Copy that sounds human
↳ “Elevate your business”
↳ Stock photos of handshakes
↳ The word “leverage” as a verb
↳ Overused exclamation marks !!!
↳ Woo woo words that say nothing
