Henry the Copywriter

I write data-driven texts for humans – clear, concise, no-hype, jargon-free copy that engages, drives action, and converts. Everything I write is for a purpose – be it to drive traffic to your site, capture leads, get conversions, engage prospects, direct visitors to your sales funnel, or a mix of the above. The aim is always to create copy that delivers actionable results. I consider myself a to be a pragmatic copywriter. Creativity alone does not deliver results. Analytics and critical thinking, however, do. This is why I primarily rely on analytics and data and only then add creativity to the mix. My background is firmly rooted in marketing and advertising. I started my professional career almost 20 years ago as a freelance writer providing local advertising agencies with English-Estonian-English translations, adaptations, and transcreations. Since then, I have worked in marketing for the insurance, wholesale, and non-profit sectors; managed an NGO and a guest house; and worked as a Creative Director for two small design agencies. All this adds up to a whole lot of writing for a lot of different industries and clients both in B2B and B2C. Somewhere along the way, I discovered I valued and loved text the most, as it has the power to make or break a product, brand, or campaign. A story we choose to tell can be engaging and enchanting, but also irrelevant and off-putting. So we must choose wisely. Among others, I have worked with B2B and B2C clients from the automotive, hospitality, legal, financial, insurance, real estate, construction, manufacturing, wholesale, entertainment, design, ICT, and non-profit sectors.