THE WRITERS

Where Words Mean Business (But Also Have a Good Time) Brands come to us when they want to stop sounding like they've been possessed by a corporate style guide and start sounding like actual humans (but funnier, smarter, and significantly more persuasive). We help you connect with the people who matter using marketing that's clear, compelling, and—unlike your competitors'—worth reading to the end.

"The difference between the right word and the almost right word is the difference between lightning and a lightning bug."
MARK TWAIN

WHAT WE DO

We tell stories. Create surprises. Capture attention. When it comes to content we’re all about doing work that is on brand, gets noticed, and is distinguished by being clever. AI content?Wallpaper? Leave that to everyone else. We’re all about creating hot content that is memorable, grabs attention and connects.WHAT WE DO

We write. You shine. Everyone wins except your competitors.

In a world where attention spans are shorter than a goldfish’s memory, we craft messages that stick. Whether you need a sales presentation that doesn’t induce narcolepsy, copy that converts skeptics into believers, or marketing that makes people hit “share” instead of “unsubscribe,” we’re your wordsmiths of choice.

services

In a world where attention spans are shorter than a goldfish’s memory, we craft messages that stick. Whether you need a sales presentation that doesn’t induce narcolepsy, copy that converts skeptics into believers, or marketing that makes people hit “share” instead of “unsubscribe,” we’re your wordsmiths of choice.

Speeches that change hearts, minds, and occasionally, entire industry paradigms.

Ghostwriting that makes you sound like yourself, just on your most articulate day ever.

LinkedIn personal branding – unleash your inner maverick and become iconic.

Writing for HR & Teams that transforms corporate-speak into language actual humans understand and respond to.

Content that cuts through clutter like a sarcastic comment at a family reunion.

Sales collateral that sells without making your audience feel like they need a shower afterward.

BUT THAT'S NOT ALL

CONSULTING – Strategic wordsmithing consultation for when you need someone to tell you why your messaging isn’t working (diplomatically, of course). We’ll analyze your communication ecosystem, identify the weak points, and provide actionable recommendations that don’t require an interpreter to understand.

CONTENT – We tell stories that people actually remember. We create surprises more welcome than finding money in old pants. We capture attention more effectively than a fire alarm during a boring meeting. Our content is always on-brand, always intelligent, and never, ever beige. AI-generated copy? That’s like bringing a microwave dinner to a Michelin-star restaurant. We prefer our words freshly prepared, memorable, and capable of starting conversations that don’t begin with “So, how about this weather?”

BRANDED CONTENT – We create content that doesn’t just fill space but builds your brand with every syllable. From thought leadership that actually leads thoughts to social media that’s genuinely social, we craft brand narratives that people voluntarily consume—and share. Because your brand deserves better than being the thing people scroll past to get to cat videos.

NOMENCLATURE – Naming things is hard—just ask any parent or pet owner. We help you find names for products, services, and initiatives that are memorable, meaningful, and don’t translate to something embarrassing in other languages. Because a rose by any other name might smell as sweet, but “New Coke” still leaves a bitter taste.

CUSTOMER COMMUNICATION – We transform your customer correspondence from forgettable formalities into meaningful moments. From welcome emails that actually welcome to apology letters that sound sincerely sorry, we help you communicate with customers in ways that build loyalty rather than test it. Because sometimes the difference between keeping and losing a customer is just a few well-chosen words.

BRAND TONE – Writing isn’t just about what you say—it’s about how you say it without rolling your eyes. We help you find a tone that’s as distinctive as your brand’s personality—minus the awkward oversharing. Because sounding like everyone else in your industry is about as effective as whispering in a hurricane.Whether it’s one-on-one mentoring or training an entire team, we can help put together a training session that you will enjoy, and that will help you grow as a brand or business writer.

This is Us

Charles Mathews

(aka Charlie Mathews.) The former co-founder of Idea Engineers and head of Text 100 [Cape Town], Mathews has been published in Guardian, Rolling Stone Magazine, Daily Maverick, Mail & Guardian, Business Day, Noseweek, Rapport, GroundUp, Finweek, Brainstorm Magazine, ITWeb, and more. Mathews has worked with Absa, Heinz, Microsoft, Motorola, M-Web, Naspers, Nestle, Ornico, Salesforce, Shoprite Checkers, Platinum Seed, WWC and World Wide Worx.

Jon Pienaar

Twice winner of the CNN African Journalist of the Year award, Telkom ICT Journalist award and twice the Citadel Words on Money Award, Pienaar is a former documentary film maker and Carte Blanche producer. Working with the Shuttleworth Foundation, Pienaar also created “Go Open”, a 13-part television series that aired on SABC3, which promoted the use of open source software. More recently he's been published in Brainstorm Magazine, Business Day, Finweek, GroundUp and a number of other fine titles. Brands he's worked for include Coca-Cola, DStv, FNB, IBM, Guardian National Insurance, M-Net, Ster-Kinekor, and The Shuttleworth Foundation.

"Write like no-one's watching."
CHARLES MATHEWS

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