Sales and marketing first. Writing came out of both.
I spent the first part of my career in sales and marketing roles, which is where the interview habit comes from. The people who explained a product best were on the phone with customers, and they were rarely the ones writing the website. So when I started writing for a living, I started by talking to them.
The next years went into competitor analysis and sales strategy work for startups, small businesses and, increasingly, larger companies. That research became the first half of every writing project: the keyword map and the competitor comparison that come before every draft. Today the work is AI-powered, so the research takes less time and more of it goes into the calls and the argument. How AI fits the method
The work is B2B copywriting only: website copy, case studies, white papers and SEO content. It is written for software companies, IT and consulting firms, and the agencies that serve them. Clients include Vodafone, Capgemini, Diageo, Sanofi, Shopware, Hailo and Fiverr, as well as two-person startups.
How I decide what to take on
Before any proposal there is a 30-minute call, and some projects end there. Some copy cannot be built from interviews, and some deadlines leave no room for research. In both cases I say so on the call and suggest what would work instead. The fit section on the home page lists the projects that work well.