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Fintech copywriter with journalism roots. I turn wealth management topics into clear and compelling stories. Reporting experience at Tearsheet, client work with Standard Bank and Simple.

With a degree in journalism and over two decades of experience working in the branding and media industry, I know what it takes to listen - and then convey that message appropriately. I am pragmatic, efficient, work well on deadlines, and am readily available for work. I would be a rich man if I'd earned a penny for every time someone has told me "that's a good idea". I have spent the last 18 months working as a bid writer for UK-based management consultancy whose clients include global lottery, charity and railroad companies. As such I have recent experience in preparing RFP submissions. I am not shy of any writing or editing work, and additionally have experience in the medical field as an addiction counsellor. I have worked as journalist and columnist for years for SA newspapers and magazines, specializing in leadership, arts and entertainment, and the green sector. I'm curious about the world and always eager to learn new things. I have published over ten books in South Africa and am highly proficient in copy writing, research, editing, and project conceptualization. I'm passionate about sport and music, and I read a lot. There was a time in my life when I was a famous satirist, or iconoclast. I made a T shirt at university that satirized the Carling Beer Black Label logo (it read "Black Labour, White Guilt") and I got sued by them (SABMiller) and it went on to set international legal precedent in the Constitutional Court with freedom of expression trumping trademark protection. As such I am well versed in branding and marketing nuance, and am au fait with legalese and can process high volumes of complex legal documents, distilling them into simple, digestible opinions. Recent proof of this (for me at least) was when I graduated cum laude from UCT's Psychiatry Department with a counseling degree in 2018. I was able to study full-time for two years, while still being a full-time parent who is trying to make financial ends meet. I have a wicked sense of humour and still make funny T shirts (www dot laughitoff dot co dot za). I know my em-dashes from my en-dashes. I enjoy long, romantic walks on the beach.. oh wait, wrong profile! I live a life of hedonistic delight in the mountains of Bainskloof (www dot mcbains dot co dot za) where I balance online writing challenges with cold water plunges in the Witte River. I would say that I'm a people's person. But that I also love reading in bed on my own. I would ask that you give me a chance with your job as I promise that I will not let you down, should we agree on the terms and conditions. Thank you for your consideration, Justin.

Hello, and welcome to my profile page! ⭐ Consistently top-rated 🥇 100%+ Job success rate 📆 15+ years of experience 1️⃣ Clients on 1st page of Google 👻 Ghostwriter for the CEO of Vogue, VCs, Y Combinator startups, and other industry leaders. 🧑🏻‍🎓 𝗔𝗕𝗢𝗨𝗧 𝗠𝗘 I am an award-winning writer with experience in radio, television, film, and digital publishing. From ideation to execution, I love crafting compelling copy to help you reach your professional goals. Whether it's a TVC, SEO blog post, script, or article, I'll ensure it delivers a clear, actionable message. ✍🏻 𝗦𝗘𝗢 𝗕𝗟𝗢𝗚𝗦 Need high-quality, informative content that commands attention? Having written for both B2B and B2C audiences, I can communicate complex ideas clearly and persuasively. Allow me to help you create a distinct brand voice that speaks to your clients and customers. 👻 𝗚𝗛𝗢𝗦𝗧𝗪𝗥𝗜𝗧𝗜𝗡𝗚 Want to establish yourself as a thought leader? As an expert, your time is precious. Let me shape your powerful insights into valuable content that positions you as a respected and sought-after authority. 🌐 𝗪𝗘𝗕𝗦𝗜𝗧𝗘 𝗖𝗢𝗣𝗬 Can't find the right words for your website? I'll craft strategic calls-to-action and user-focused language that represent your brand and boost conversions, transforming your site into a powerful marketing tool. 📜 𝗝𝗢𝗨𝗥𝗡𝗔𝗟𝗜𝗦𝗠 & 𝗔𝗖𝗔𝗗𝗘𝗠𝗜𝗖/𝗟𝗘𝗚𝗔𝗟 𝗪𝗥𝗜𝗧𝗜𝗡𝗚 Do you require factual, in-depth articles? As an award-winning journalist with experience working at a digital publication, I can quickly write factual content and opinion pieces. 🎥 𝗩𝗜𝗗𝗘𝗢 𝗔𝗡𝗗 𝗙𝗜𝗟𝗠 𝗦𝗖𝗥𝗜𝗣𝗧𝗦 Many clients struggle to transfer their ideas into video format because they need a writer to summarize their points succinctly in a style that packs a punch. Whether it's through radio, podcast, and TV commercials or explainer videos and online courses, I'll ensure your message is effectively communicated to your intended audience on both traditional and digital channels. 🏆 𝗔𝗪𝗔𝗥𝗗𝗦 • Business and Arts South Africa Silver Award for Journalism in the News Category (2016) 📝 𝗛𝗢𝗪 𝗜 𝗪𝗢𝗥𝗞 I work on both one-off and long-term collaborations with clients. For long-term collaborations, I request clients: • Agree to a set volume of work per week/month: This ensures I can plan my schedule and dedicate the time needed to deliver work everyone is proud of. • Give notice: Let me know a month in advance if you wish to end our contract. Again, this helps me plan my workflow. And if, for whatever reason, you need to pause the project, pop me a message. I have clients who work with me on an ad-hoc basis. It's much easier to reschedule projects when I know what's up. • Don't ghost: If we've started a contract, but you no longer wish to work with me, please let me know. If I cannot reach you after contacting you three times, I will presume you wish to terminate our contract and do so. Robust communication and clear deadlines allow me to do my best work for you. 👀 𝗔 𝗡𝗢𝗧𝗘 𝗢𝗡 𝗔𝗜 Currently, there are two approaches to AI: cost-cutting and Google-flagging fears. As a writer with over ten years of experience, I've recently explored "humanizing AI." Here's my take: ORIGINALITY AI-generated content lacks the nuance, brevity, and creativity of a seasoned copywriter. Right now, this may not be true for one or two blog posts or even ten pieces of content you need. However, as more people use AI over the long term, content homogenization will become a huge risk. Do you really want your marketing materials to sound like 90% of the internet's? HUMANIZING AI I can edit your AI copy, but I charge standard rates. From experience, extensively editing AI-generated content to make it sound human is more time-consuming and ultimately less efficient than starting fresh. Plus, if the writing is technical, I have to fact-check everything since AI isn't always accurate. Hiring a human writer to craft your content is the best option if you want engaging copy. If you're paying a flat fee for content, which I prefer, then know it's in my best interest to do the work as efficiently as possible. Clear, well-written human copy also minimizes editing time, which saves clients money. AI DETECTION SOFTWARE I'm happy to work with your preferred program, but clear, concise language - often the goal of good communication - can be misidentified as AI. It's happened to me in the past. After all, there are only so many ways you can say, "The cat sat on the mat." Through a case-by-case approach, I ensure your content connects with audiences through compelling storytelling, whether or not you use AI. 𝗧𝗛𝗜𝗡𝗚𝗦 𝗧𝗢 𝗞𝗡𝗢𝗪 • My rates reflect a commitment to premium content that drives results. • I have a strong track record of writing content for UK, USA, and Canadian clients. • I only do paid test assignments. Sample writing requires the same effort as the real thing.

I’m a writer who cares about more than just getting words on a page ... I care about what those words do for people. I’ve worked across SEO articles, lifestyle writing, news content, and sports, and what I’ve learned through it all is simple: good writing isn’t just clear; it’s felt. It lands. It connects. Sometimes it stays with someone longer than they expect it to. I’m especially drawn to taking messy or overwhelming ideas and shaping them into something calm, readable, and human. Writing that feels easy to understand, easy to trust, and easy to connect with, never stiff, never overly polished, just real. At the heart of it, I always write with people in mind. The reader on the other side of the screen who might need clarity, reassurance, direction, or just a moment of “I get that.” That’s who I’m writing for every time. If you’re looking for a writer who brings warmth, clarity, and a grounded, human approach to storytelling—with coffee close by and a real love for turning ideas into writing that feels alive—I’d love to work with you.

I'm an experienced Journalist/Media professional who has experience contributing to national and international media. I have previously contributed to media including Al Jazeera, the BBC and national English language newspapers in South Africa. I have crafted extensive content on sport and also have a deep interest in politics, culture, technology and lifestyle.

I am a B2B SaaS content strategist, journalist, and SEO specialist. I have roughly three years of experience as the lead content voice for a global logistics and fleet management platform, turning complex industry mechanics into high-ranking assets. B2B content fails because it lacks verifiable expertise. My playbook solves this: I build and structure subject-matter authority into your pages to satisfy Google’s E-E-A-T framework and drive SERP rankings. My journalism appears in Cape Business News, The Johannesburg Review of Books, World Literature Today, and African Arguments. I bring this editorial machinery to your business. I replace competitor regurgitation with net-new assets built on primary research and expert interviews. Whether breaking down data centre infrastructure or ghostwriting executive thought leadership for the new software you built, I deliver writing that establishes your brand as the definitive authority in search and AI rankings. I execute GEO and AI search optimization alongside content creation. I handle content audits, schema strategy, and rewrites to pull your brand into the citation sets of ChatGPT, Perplexity, Claude, and Gemini. I hold an MA in Creative Writing from the University of Cape Town and a BA Honours from Rhodes. I take retainers, ongoing content programmes, and single briefs, invoicing in USD, GBP, and ZAR.