Let's Do This Write

Let's Do This Write A social media consultancy and copywriting freelance agency based in the KZN Midlands, committed to helping businesses grow.

Eep, I haven’t been here for a while 🫢 I have good and bad news. I’ll start with the bad: ❔I so badly wanted to build my...
10/07/2025

Eep, I haven’t been here for a while 🫢

I have good and bad news. I’ll start with the bad:
❔I so badly wanted to build my professional brand and get it to an established place. This was one of my goals for 2025. I wanted to share mini thought pieces on what makes content good, content design, user experience, and storytelling and cement myself as a knowledgeable voice in the content world. Sadly, I’ve had to put this on pause.

But the good news is…
🎉 I got, what I would call, a career-changing opportunity to join ‘s Banking Marketing Copywriter team as a Senior Associate. I had been looking for a new job for at least 10 months — I made it through to 8 final round interviews and got as many rejections. I got ONE OFFER, and this was it. At the start of the year I made a conscious decision to surrender control and let the universe do its thing, I just didn’t know that the thing would be THIS BIG! I work for JPMorganChase. In London. With a team of some of the most incredible humans I’ve ever met.

What I keep telling people is that my brain finally feels at home somewhere.

I’m not ashamed to say how good I’ve got it. I’m also not ashamed to say I deserve it.

I’ll be back posting here sometime soon, I’m just still navigating the very complex world of financial products 😂

If you’re looking for your ‘lucky’ break, I’m here to tell you it will come. Take a step back and trust the process. The best things come to those who wait ✨

Lessons from Gaudí after a recent visit to La Pedrera in Barcelona 🇪🇸 I have never felt more touched and inspired by one...
03/04/2025

Lessons from Gaudí after a recent visit to La Pedrera in Barcelona 🇪🇸

I have never felt more touched and inspired by one of the world’s most unhinged and disorganised architects. The fact that La Sagrada Familia is still under construction after 200+ years because he purposefully left the plans for future generations to carry forward is both incredibly noble and also just WHACK.

But there was a note on one of the information boards at La Pedrera about Gaudí’s furniture, that he believed they should properly suit the human body, because “everything should be at the service of humanity”.

This struck a chord with me. Gaudí didn’t design for design’s sake — he created spaces, furniture, entire environments that responded to the human body, the natural world, and the way we move through life. It wasn’t just beautiful. It meant something. It served someone.

That same principle guides good copywriting and brand messaging (for me, anyways). Words shouldn’t exist to sound clever or fill space — they should do something. They should help someone. Communicate clearly. Build trust. Make life easier, not harder. At the end of the day, our words, like our work, should be at the service of humans.

Thanks for the lessons, Barça ✨

I found inspiration doing a virtual cycling class today. The instructor reminded me that success isn’t always found on p...
20/03/2025

I found inspiration doing a virtual cycling class today.

The instructor reminded me that success isn’t always found on paper. It’s measured by how many lives you’ve touched.

And that’s my reminder to you today 🌷 success looks different to everyone but for me it’s definitely how much of an impact I’ve had on peoples’ lives.

Thanks for the inspo, ! 😍

💡SPOTLIGHT💡: From fashion to branding to book covers, these three powerhouse women are turning ideas into impact 💥Being ...
11/03/2025

💡SPOTLIGHT💡: From fashion to branding to book covers, these three powerhouse women are turning ideas into impact 💥

Being your own boss isn’t for the feint of heart, but these incredible women make it look effortless. And they look fierce while doing it, too 💪🏼

Meet the designer, storyteller, and visual genius shaping their industries on their own terms, and providing lil ol’ me with a heck load of inspiration along the way ✨

👗 is the visionary behind , making waves and turning heads on the streets of London one incredible creation at a time. Steph is the current master of upcycling and repurposing clothes (often several clothing items at once. Or curtains. Or an old tote bag. Honestly, she could take an old carpet and turn it into a cape) so that her clients can “wear what no one else can.” She’s giving people a platform to truly express themselves through what they wear and probably becoming besties with them along the way because she’s just such a damn delight.

📖 I discovered in the last year and immediately bookmarked their name in my brain because they create THE MOST gorgeous book and literary magazine covers. As their profile suggests, they’re giving artists and small businesses a deeper sense of spirit with unique creative flair — the kind I haven’t seen in a long time. They will be my go-to for my next book’s cover. Also, they get massive bonus points for shamelessly weaving a South Africanism into their brand name 🇿🇦

✨ is a multi-platform creative agency doing incredible work for big brands like Wise, Whitley Neil, and wine brand Swanning Around. I’m in awe of how can bring these brands to live through movement, quirky animations, and slick photography.

I’m so proud to know and belong to the same community as these fearless, boundary-pushing women. Go give them a follow! 😍

Without user research, content design is just a best guess 🤷‍♀️ We do this by committing ourselves to knowing that:✨Peop...
05/03/2025

Without user research, content design is just a best guess 🤷‍♀️

We do this by committing ourselves to knowing that:

✨People don’t always interact with content the way we expect. Research — through interviews, usability testing, and analytics — helps uncover real user behaviour so we can design content that meets their needs.

✨Research helps us write in words users understand, making content clearer and reducing frustration. We might call it “beverage temperature optimization,” but users would just say “blowing on my coffee so I don’t burn my tongue.” This is the kind of research that prevents them from rage-quitting halfway through a login 🫠

✨Content needs to be tested early. That way we can spot what confuses or pi**es off users before it goes live. This means fewer support tickets, fewer drop-offs, and a smoother user experience.

✨It’s not just about making things look good. Research-driven content guides users effortlessly, whether it’s a signup form, a help page, or a government service.

Content that works is content that’s tested. So next time you design a digital experience, ask: What does the research say? 👀

Without user research, content design is just a best guess 🤷‍♀️ We do this by committing ourselves to knowing that:✨ Peo...
04/03/2025

Without user research, content design is just a best guess 🤷‍♀️

We do this by committing ourselves to knowing that:

✨ People don’t always interact with content the way we expect. Research — through interviews, usability testing, and analytics — helps uncover real user behaviour so we can design content that meets their needs.

✨ Research helps us write in words users understand, making content clearer and reducing frustration. We might call it “beverage temperature optimization,” but users would just say “blowing on my coffee so I don’t burn my tongue.” This is the kind of research that prevents them from rage-quitting halfway through a login 🫠

✨ Content needs to be tested early. That way we can spot what confuses or pi**es off users before it goes live. This means fewer support tickets, fewer drop-offs, and a smoother user experience.

It’s not just about making things look good. Research-driven content guides users effortlessly, whether it’s a signup form, a help page, or a government service.

Content that works is content that’s tested. So next time you design a digital experience, ask: What does the research say? 👀

This morning’s work scene: Diving into content analytics in a little phone booth at 😈 Accompanied, of course, by my tru...
04/03/2025

This morning’s work scene: Diving into content analytics in a little phone booth at 😈

Accompanied, of course, by my trusty cherry and my gorgeous so that I’m always ready for dry lips and writing down brilliant ideas 💡

London’s sun has made an appearance which means everyone instantly forgets their lifelong grievances and starts acting like they’ve just been teleported to Ibiza ☀️

In other words: the vibes are HIGH. Greater. Brighter. More energetic. I’m choosing to leverage this to smash this day in the mouth and set the tone for the rest of the week ⚡️

Let me know how you plan on dominating the week 👇🏼

As content strategists and designers, we’re witnessing a seismic shift in how users seek information. AI tools like Chat...
29/01/2025

As content strategists and designers, we’re witnessing a seismic shift in how users seek information. AI tools like ChatGPT and Perplexity are becoming go-to sources, with 36% of users turning to them for answers instead of traditional search engines. This trend is reshaping search behaviour, leading to a decline in organic website traffic as AI-generated summaries provide quick solutions without the need to click through to original content.

But here’s the challenge: this convenience comes at a cost 🙈 The rise of AI-generated content risks flooding the web with low-quality material, a phenomenon some call the ‘ens**ttification’ of the internet (my fave word for the foreseeable future). As professionals dedicated to delivering valuable content, we must combat this by focusing on creating high-quality, user-centric material that truly addresses our audience’s needs.

It’s crucial to adapt our strategies to ensure we’re meeting users where they are — at the right time, in the right way — providing value that stands out amidst the AI-generated noise. This will help us maintain the integrity of the web and continue to serve our users in the ways they want to be served.

I shall remain committed to elevating my content, prioritising quality over quantity, and keeping the user’s needs at the forefront of my strategies. Excellence is pivotal now more than ever.

Inspired by an article by Lauren Pope — link in story! 🔥

“Forget everything you’ve heard about structure, templates, and story arcs.” It’s not often I find an article written on...
27/01/2025

“Forget everything you’ve heard about structure, templates, and story arcs.”

It’s not often I find an article written on a topic that relates to my industry and expertise that I finish from start to finish.

I remember .designlab from university but didn’t know him, and I’ve recently come across his business and his thought leadership pieces. This article on story structure is one of them.

As a writer, and someone who studied it, an inherent part of me feels the need to follow “rules”. Especially when I’m challenged by higher-ups — ‘the flow of this doesn’t make sense’, ‘what about the who, what, where, how, whens?’

Storytelling is not something that should abide by any rules. Jomiro reframes this so perfectly by ridding ourselves of the ‘intro-development-conclusion’ structure we’ve used for so long and instead using the ‘Spark, Shift, Dig’ approach to shape our stories. And it can be applied to ANYTHING, from an ebook to a post about your dog.

Good things come in threes, including this three-part structure.

⚡️SPARK reader interest by dropping them right into the story, maybe with a metaphor or hypothetical situation.
⚡️DIG into the story with open exploration by sharing insights or conflicts.
⚡️SHIFT the end of the story with a resonant moment or thought that leaves room for reflection or action. You don’t always need to “wrap things up” completely.

Tell me how to write a story and you’ll get a crap end product because I ain’t following no formulas. Let me breathe into it. Let me write about what comes to me.

Compelling narratives don’t come from caged animals, in my opinion. Allowing the story to have an open-ended structure gives you room to play, to write about what feels natural.

Thank you for this, .designlab ! It has provided so much inspiration and guidance. Sign up to his mailing list for more relatable and insightful pieces about being a creative ✨

Me looking at 2025 with determination and a little bit of aggression 👀 2024 was hectic. heavy. wholesome. a heap of emot...
24/01/2025

Me looking at 2025 with determination and a little bit of aggression 👀

2024 was hectic. heavy. wholesome. a heap of emotions I did my best to manage.

However, I let my professional self slip. She fell down a rabbit hole and tried to climb out, but imagine she had pool noodles for arms, so it was pretty hard.

2024 taught me a lot. It came with a lot of change, which meant I had to adapt. I’ve concluded that I don’t like or respond well to change — I need stability. But how much of that is possible to achieve when the ENTIRE WORLD is, itself, incredibly unstable? Anyways, I will be more adaptable, thanks to this ✨brand new mindset and energy to well and truly f*ck s**t up✨.

Which means I am BACK and ready to meet new business owners looking for a wingwoman to help you smash their content strategy. To get those rankings up. To speak to your customers. To challenge algorithms.

To tell your story.

I love what I do, and I do it well. And I can be funny if you need me to.

Whatever it is, let’s connect. 👇🏼
[email protected]

Yours,
Gabi

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