About me
Hello there! I'm a copywriter & content marketer based in South Africa and exploring whatever sparks my curiosity.
Like the overlap between marketing strategy and Buddhist philosophy. Or how to squeeze big ideas into 17-syllable haikus.
Curious about the Buddhist-marketing thing?
It's pretty fascinating. Here's a quick example:
Humans are biologically identical in how we process emotion. We all have the same hardware (limbic system) and the same software (emotional needs).
Which makes mindfulness a form of market research.
If you can rigorously analyse why you bought a product, felt a fear, or clicked a headline, you can reverse-engineer that trigger for your audience.
Don't believe me?
Next time you're about to buy something, STOP and ask yourself:
What was the exact thought before the urge? (Was it "I want this" or "I need to stop worrying about X"?)
What was the "Permission Slip"? (What logical lie did I tell myself to justify the emotional impulse?)
If you can reverse-engineer those triggers in yourself, you can engineer them for your audience.
Let's take a few steps back. Where did everything begin?
10 years ago, while studying economics and law at Nelson Mandela University, I became obsessed with a single question:
Why do rational people make irrational decisions?
That obsession led me away from the courtroom and into the high-stakes world of B2B SaaS—a place where great products often die because they can’t explain their value, while inferior competitors win on clarity alone
To me, that's a tragedy.
This might sound harsh, but I believe bad products should die quickly and good ones should get the distribution they deserve. Because economies thrive on competitive advantage.
Every time a bad product survives just because it has better marketing, it slows down our collective progress.
I find meaning in my work by helping the best ideas win.
If you're busy considering copywriters for a project, please feel free to schedule a quick call to pick my brain and confirm we're a good match.
