A copywriter is a business’s translator. You’ve got ideas, products, and big plans, a copywriter turns all that into everyday language people instantly understand and want to act on.

We help your beautiful biz connect with people, so they understand what you do, why it matters, and what to do next.

We could improve the words on your website, emails, promos, ads, product descriptions, blogs, store signage, packaging, or brand story. Whatever the medium, the goal is the same, make your business sound clear, relatable, and too good to scroll past.

Marketing teams manage strategy, campaigns, and channels. A copywriter focuses on the words that bring those ideas to life.

I can work alongside your team to shape the message, sharpen the tone, and make sure everything sounds like you, and works for your audience. Most marketing teams are juggling a lot. I come in to sharpen, improve, or create specific assets without adding more to your plate.

Aka, your marketing crew are the party planners, booking the venue, picking the playlist, and decide who’s on the guest list. A copywriter grabs the mic and makes sure every word lands.

If you don't have a marketing team, I can still handle the core messaging strategy as well as the writing. We’ll map out who you’re talking to, what you need to say, and where it should go, and you leave with copy that’s ready to publish and a simple plan for using it.

Copy is designed to persuade and drive action. Click this, buy that, sign up now. It’s your product pages, your sales emails, your ads.

Content takes more time to nurture. It teaches, explains, or builds trust. This is your blogs, guides, newsletters, social media posts. It’s less “act now” and more “stick around.” Still just as important for building an audience that wants to hang around.

I write both. Always with a voice that sounds like you, and a purpose that makes sense.

Absolutely you can. But writing about your own business is like trying to cut your own hair, technically possible? Rarely a good idea.

When you’re too close to what you do, it’s hard to see what matters, what to leave out, or how it actually sounds to someone reading it for the first time.

I come in with fresh eyes, ask the right questions, and shape what you mean to say into something people actually want to read.

See also: you’ve got better things to do.

I’ll help you say what you’re trying to say, but better. No waffle or jargon. Just smart, human copy that makes people pay attention.

Short answer: It makes you look cheap. And replaceable. And signals “I don’t care enough about you”.

Long answer…

It compromises your tone, your credibility, and your ability to stand out.

• AI tends to average out.

  • You end up with copy that could belong to anyone. You sound automated, even if your product is great. The tone is generic by design, suspiciously neutral, not funny, not human, not clear, not relatable.

• It kills curiosity.

  • It gives you information, not intrigue. Facts, not friction. And friction, emotion, resonance, is what hooks people.

• AI can’t sense when the subtext betrays the brand.

  • Personally, I avoid buying from brands that post obviously AI written copy. And I’m not alone. It makes people assume the brand won’t listen, care, or help.

• It overperforms emotion without understanding nuance

  • Think: “You’re not just building a business. You’re rewriting the rules of reality.” Calm down, mate.

• It’s riddled with formulaic inspiration

  • You get phrases like “It’s not just X. It’s Y.” or “What if I told you…?” or “This changes everything.” These structures exist because they used to work. Now, they scream “I was written by something that cant pass a CAPTCHA.”

• It lacks narrative restraint

  • There’s no instinct for pacing. No sense of when to hold back, when to let a sentence breathe, or when a whisper would land harder than a shout.

• It writes for applause, not resonance

  • The tone often mimics virality rather than intimacy. But humans don’t trust salespeople who sound like motivational posters. We trust people who sound like they see us.

• It doesn't know when it's being cringe

  • Without human taste, there's no internal cringe filter. That instinct you have where you think, “Ugh, that sounds like it’s trying to go viral on LinkedIn,” doesn’t exist in AI. You have to be a good editor and a psychologically literate communicator to tame that tendency.

• Uncanny-valley

  • LLMs optimise for probability, not presence. The result is prose that feels “hyper-mic-drop”, over-assertive, heavy on “This changes everything,” light on lived nuance. I flinch at that hollow intensity.

• Derivative by architecture

  • Models remix yesterday’s internet, so even with artful prompting you’re polishing pre-chewed ideas. Originality collapses into statistical averages; your differentiation collapses with it. Even with the best prompting, you're still just polishing other people’s old ideas. You’re editing from. I write towards.

• Trust erosion backed by data

  • Half of consumers can already spot AI-generated copy, and a quarter deem brands that use it “impersonal” or “lazy.”

• Truth on rocky ground

  • Hallucinated facts, fuzzy sourcing, and copyright grey zones mean one stray sentence can land you in regulatory or PR hot water, and algorithms don’t carry liability insurance.

• No feel for friction

  • Great copy paces tension, teasing curiosity before delivering closure. Models are trained to complete, not to withhold, so they rush the reveal and flatten emotional arc.

• Context blindness

  • An LLM doesn’t grasp why your founder’s northern accent matters, why your buyers hate corporate buzzwords, or why a single micro-joke cements loyalty. It can mimic empathy, but it can’t live it. AI doesn’t know your business model, your customer’s emotional triggers, customer journey, positioning gaps, your weird niche references, or the subtle things that make someone trust you, and click buy. You could feed it all that context, but even then, it’ll apply patterns, not judgment and thought.

• Voice atrophy

  • Lean too hard on automation and your brand tone stops evolving. Quirks fade, convictions dilute, and you drift toward “Brand Ipsum”, a replaceable commodity competing on price alone. You lose the quirks, the emotional anchors, and understanding that make a voice resonate.

• Editing without taste equals cringe

  • “Sound more human” is not a magic prompt; it’s a craft discipline grounded in rhetoric, psychology, and timing. Without that judgement you’ll either over-polish (sterile) or under-polish (cringe), and both outcomes scream amateurism.

I know how to edit and refine AI output to make sure it’s usable, legal, and on-brand.

My job is to make sure your brand sounds like it never needed ChatGPT.

Nope. Not even slightly.

I work with solo founders, small teams, growing product companies, and the occasional “we have no idea what we’re doing but we’ve built something great” business.

Good copy is about helping people connect with what you’ve made, and smile while doing it.

Absolutely. You don’t need to show up with a perfect brief, just a hunch that something isn’t working. Maybe the words feel flat, the message isn’t landing, maybe you're too close to it to tell.

I help spot the blind spots, name the problem, and figure out whether it’s a tone issue, a structure problem, or a clarity gap. You bring what you’ve got, even if it’s messy. I’ll bring a fresh perspective, smart questions, and an ear for what wants to be said but hasn’t been said well yet.

We’ll start with a conversation, not a checklist or template.

Then I’ll map the next steps, concrete, clear, and actually helpful.

Like a mate that wants your brand to make sense.

Even more reason to hire me.

Boring products make brilliant copy.

If you're selling something wild and shiny, the interest is already built in. But if you're selling grout, storage bins, accounting software, or industrial fridge seals… now we’re cooking.

Because nobody expects those to be clever, human, or memorable. So when they are, people notice.

Your product probably isn't boring, you're just too close to it. I'll help you find the hook, the humour, the human angle.

(Also, boring products often make the most money. JS.)

Every project is different, and so is the way I work. I don’t follow templates, I shape the process around what you need.

That said, here’s what’s usually included:

• A quick call to figure out what’s working, what’s not, and what you really need

• A clear, tailored proposal with scope, timelines, and pricing

• Strategy, research, brand voice work, or audits if needed

• Final copy, thoughtful, well-structured, and ready to use

• Up to three rounds of revisions and ongoing support while we bring it to life.

I only take on a few projects at a time so I can give each one proper focus. If we work together, you get my brain on your brand, not just words in a doc.

That depends on the scope. I price per project, not per word or hour, so you know exactly what you’re getting up front.

I’ll always send a clear, tailored proposal before anything begins, no surprises, no hidden costs, no “how did that end up being $9,000?” moments.

I write full-stack brand copy, websites, landing pages, email sequences, product messaging, fun signage, blogs, articles, ad campaigns, pitch decks, and more.

What I really bring to the table is a deep understanding of voice and tone, how your brand should sound across different contexts, platforms, and formats.

I don’t write like a brovertiser who read Cashvertising once and decided emotional manipulation was a strategy. I’ve studied the sales and psychology, but I also know how to respect an audience’s intelligence.

I shape messaging that feels cohesive, considered, and well-executed, whether it’s one line on a billboard or a 12-email welcome flow.

I adjust structure, rhythm, and style to suit the medium, but always with a consistent voice and strategic intent behind it. That’s what makes the work feel unified, high-quality, and easy to trust.

Basically:
Voice.

Then we talk about why, and we fix it.

Writing is a collaborative process. The first draft is never the final word; it’s a starting point.

I genuinely want your feedback. I’m not precious.

If something doesn’t land, we’ll work through it until it does.

The goal isn’t to impress you with how clever I am. The goal is to get your brand saying the right thing, in the right way, to the right people. And that takes a bit of back-and-forth.

That said, I do my homework. So we’re usually pretty close from draft one.

I offer both, but I’ll always recommend a retainer for the best results. Good copy takes consistency. Voice takes time to refine. Strategy evolves longer than a one-off.

A one-off project is great if you’ve got something specific in mind.

But if you want a partner who’ll help shape and evolve your messaging over time, I offer monthly or quarterly retainers for select clients. Think of it as having a brand voice guardian on call, without needing a full-time hire.

Yes, happily. I work with agencies, in-house teams, designers, developers, and branding teams to bring big projects to life. I can jump in as a voice-of-the-brand specialist, copy lead, or reliable second brain when deadlines stack up.

I’m collaborative, deadline-friendly, emoji-fluent, and zero drama.

Whether you need someone client-facing or behind-the-scenes, I play well with others, and make the work sharper, smoother, and easier to sell.

Happy to work in person in Sydney.

Not at all. I’m based in Sydney, so if you’re local, we can absolutely meet in person. How good is the coffee here, btw?!?

But I can work with clients all over, across Australia, the UK, the US, and wherever good ideas live.

Most projects happen remotely anyway, which means flexible schedules, clear communication, and no awkward small talk in office kitchens. If you’re clear on what you need (or open to figuring it out), we’ll work well together, wherever you are.