How I think
Facts can prove the case later. The opening has a faster job: understand the person on the other side, decide what they need to feel next, and commit to one idea long enough for it to land.
Research until you know what they already believe. Find the point where they hesitate. Then choose the feeling that makes the next move feel obvious.
Selected work
A senior copywriter should be able to show the decision before the sentence. Jump to any case below, or keep scrolling through the full portfolio.
SparkToro has plenty of useful facts. The challenge was choosing the feeling that should arrive before the explanation.
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The headline creates the feeling. The supporting copy proves the product can deliver it. Neither has to do both jobs at once.
The final hero does not hide what SparkToro does. It gives the product facts a stronger reason to matter. “Answer sheet” supplies the scene; the support stays inside it by turning audience research into the end of guesswork.
The product could save ideas, preserve corrections, move memory between AIs, surface content angles and keep an evidence trail. A homepage that led with all of it would sell none of it clearly.
Open the live site ↗Open any AI and it already feels like yours. Blackbox carries the understanding, history and standards you have built, so you can choose the best AI for the moment and keep moving as if you never left.
The buyer does not first need a tour of every memory function. They need to feel the freedom of leaving one AI without leaving all the understanding they built inside it.
Now the page can show the cost of the current problem: the chat resets, corrections disappear, another AI starts from zero, and the user goes back to translating themselves.
Task, attempt, correction, reason and approved result stay connected. The work reveals the system instead of asking the user to document their entire method first.
A simple memory sits on top. The exact task, weak draft, pushback, reason and finished result remain below it when proof or correction matters.
The site says exactly what Blackbox can preserve and what it cannot recover. The limitation earns trust because the promise remains ambitious without becoming slippery.
The sequence does not keep explaining Invisalign. Each email deals with the next reason an interested person might stay on the fence.
“A straighter smile without metal brackets, food restrictions or making treatment the headline of your life.”
The first email makes the option feel possible before asking the lead to compare cost or timelines. It moves from visibility and convenience to the health benefit, then sells one low-pressure consultation.
Appearance. Cost. Myths. Proof. Then the consultation.
A nurture series should move a buyer forward, not send the same introduction five times with different subject lines. Each email earns the next one by answering a new objection.
For more than four years, I have usually been given the room to own the whole creative route — central idea, script, storyboard and the vision carried into production.
It means not waiting for someone else to find the thought. It means reading the brief, deciding what the audience should feel, building the concept and staying close enough to production that the finished piece still contains the idea.
Concept → script → screenNot stock agency languageNow let’s get to know me better
The case studies show how I solve the brief. Keep scrolling for the range, the voice and the experience I would bring to the job.
Range without flattening
Range is not making every client sound like me. It is finding the voice, rhythm and level of mischief that belong to the brand, then carrying the idea through without flattening it into generic agency copy.
The standard stays. The voice changes.
At My Dental Agency, that meant writing up to 60–70 pieces a month across different practices, services, communities and patient concerns without sanding every client down to the same “professional” voice.
Personal writing
The work here is here for no grand strategic reason. Any excuse to send people to my Substack. Plus, you get to see my voice when I am speaking as myself.
Experience
Creative copywriter and scriptwriter. Full campaign thinking across Joina City, Sterling Boutique Hotels, animation and film.
Copywriter and content writer across dozens of US dental-practice accounts: email, web, landing pages, campaigns and patient education.
Content manager. Turned expert interviews and podcast conversations into published content while managing post-production from raw recording to delivery.
Let’s make something strong together
I am applying for the Senior Copywriter role at TBWA Zimbabwe. The CV gives you the history. This site is the part where I show you how I think.
