I’m a freelance copywriter and copyeditor based in Cape Town. I have experience in a variety of products and markets, and have worked as a freelance and full-time writer, for agencies, consultancies and directly for clients. I hold a Bachelor and an Honours in Philosophy (Stellenbosch University) and am fluent in English and Afrikaans as well as somewhat proficient in Portuguese, French, Dutch and Spanish.

Crafting copy that informs, entertains, connects and converts
I make my clients’ lives easier by breathing life into brand stories. That is, I help them to create vibrant brands that live up to their full potential by combining words, ideas, still images, moving pictures, dialogue, actions and/or music.

An experienced, full-service content creator, I offer professional copywriting designed to bring purpose to every piece of content and to increase ROA. Whether you’re launching a new product, service or experience, or refreshing it, I craft copy that connects. This ensures that your messaging aligns with your brand voice, organisation’s strategy and audiences’ expectations.

Sometimes a brand story requires renewal because customers have been exposed to the same message for a long time.

I talk to the client. I listen. I read. I research customers and competitors. I brainstorm and make notes. I try different directions and write multiple drafts. I add, reduce, edit, rewrite. I read text aloud. I sleep on it. I get feedback. If needed, I test.

I write to inform, entertain, persuade and/or convert. I craft narratives and tell stories that distinguish a brand and that cut through clutter.

Whether it’s purchases, shares, likes, views or sign-ups, I seek to deliver measurable results across touchpoints.

I offer a range of copywriting and content creation services to businesses, brands, start-ups, SMEs and NGOs, including:

• Brand campaigns, creative rationales, reviews and gap analyses.
• Audits of content, strategy, vision statements and mission statements.
• Brand objectives, positioning, guidelines or brand books.
• Print ads, brochures and letters.
• Repurposing of content.
• Principals’ bios, résumés and CVs.
• Ghostwriting and improvement of content.
• Rewriting and editing of AI-generated content.
• Transforming intricate data into compelling infographics.
• Language, grammar and style guides.
• Naming of products and organisations.
• Scripts for audio-visuals and games.
• Media releases.
• Copywriting for digital campaigns, social media, Google ads and Meta ads.
• Billboards and banners.
• Content writing for websites – user experiences (UX), information architecture, client journeys, style and narrative.
• Social media content creation for Instagram, LinkedIn, Facebook and TikTok.
• Scriptwriting for brand videos, TV ads, radio ads, explainer videos and YouTube ads.
• E-mail copy and CRM campaigns that build relationships and drive conversions.
• Article, blog and newsletter writing to position you as an authority.
• One-page business plans and project plans.
• Special projects (surprise me!).

There’s no point in having a stunning website with poorly written content and no SEO. SEO writing ensures that website content appeals to readers and ranks well regarding specific search engine terms.

What is ‘copy’ and what do copywriters do?
I dislike the word ‘copy’, as it may lead some to conclude that it’s just a commodity and that any copywriter will do. Copywriting is about much more than ‘copy’; it’s about text, words and ideas.

Great copy isn’t about being conceptual, clever, funny or cute, although it may well contain elements of these. It requires skill and expertise, imagination and complete control over sentence structure, style and tone. It requires clarity, consistency and authenticity. It’s about convincing someone who is likely busy with something else – perhaps even impatient or irritated – to allocate, time, energy and resources to interact with you.

Copy is the hardest-working text in the world. It seeks to build trust in the promises that a brand makes, to communicate value, and to guide users toward action. It must grab people’s attention quickly. Professional copywriting is a cornerstone of any organisation’s success. It can be the difference between a sale and no sale, and a brand and a product.

Go ahead, make your day. Contact me for a conversation, a cost estimate or to check my availability.