Why Hello There,

I’m Ian.

Ex-Ocean Mapper. Copywriter. Photographer and Adventurer. I’m also the main man in charge of this little ol’ writing operation.

So, what's up? You're here because one (or all) of these formidable hurdles are itching your brain…

Formidable Hurdle #1

Truth bomb: people can be seriously judgmental. Blink your eyes, and within a split seconds, they've already formed an opinion about your brand, your product and even you as a person (and you thought kids were harsh!). You understand that if your message is yawn-inducing, those discerning folks won't be in a hurry to grab your goods.

Hurdle #2

You're well aware that flesh-and-blood humans are the ones opening their wallets, not emotionless machines. Living, breathing, problem-solving, sentimental beings are the ones you need to charm. And you're more than ready to genuinely and effortlessly connect with these everyday folks but you don’t know how!

Hurdle #3

Your brand vision is swirling around in your noggin, but your noggin isn’t quite a piece of paper is it? Is it? You know you're destined to create a legendary brand that'll stand the test of time. But, amidst the chaos of hustling like a boss, you've missed out on crafting a crystal-clear blueprint of what makes your brand, well, YOUR brand.

Long story short: You're not here to mess around. You crave a practical, teachable plan that empowers you and your team to embody your brand's vibe, effortlessly create content that builds trust and connection all while keeping it authentically you.

And that, my friend, is why I’m here…

Years in the industry mean I've nailed the language game. how people grasp it, decode it, arrange it, and toy with it.

As The Barefoot Copywriter, I'll amp up your brand messaging, making you stride boldly and leave a mark on your audience.

Let's unleash killer copy, one barefooted step at a time…

And now, for the nitty-gritty:

What I do: Craft incredibly thorough brand voice guides that dissect every aspect of your messaging strategy and personality, so you can engage with your audience genuinely and consistently.

How I do it: By leading you through an insanely enjoyable journey where we find your unique voice and define it to a T.

Why I do it: Simple – because wordy roadblocks have no business standing in your way.

Be prepared for: Me inspiring you to embrace boldness, push boundaries, escape the cookie-cutter mold, and unlock your brand's most succulent potential.

What I’m not about: Leaving you stranded with a massive Google doc that turns into digital dust because you have no clue what to do with it.

What's the Barefoot Copywriting Promise?

A brand-focused experience that elevates your business to the top, where it's meant to be…

No complex marketing lingo. No bland, run-of-the-mill words.

Just genuine, invigorating copy that highlights all the wicked-awesome stuff your brand achieves and (responsibly) lures in your dream customers.

The 5 Guiding Principles to Barefoot Copywriting

Never joined forces with a Voice Virtuoso before and unsure what to expect?

Let me break it down for you...


Authenticity on tap

I don't dish out fluff or try to bedazzle you with marketing mumbo-jumbo. I keep it real, straightforward, and entertaining. No airs and graces. Just pure, genuine communication.

Unwavering commitment to greatness

Lukewarm efforts? Not my cup of tea. I'm all about pushing boundaries and striving for the exceptional. My vocabulary is vast, and my word is my bond. Mediocrity isn't an option. 

In good company

Life's too brief for phonies. I only work with brands that value sincerity, integrity, and honesty. We're all in this together, right?

People over algorithms

Words pack a punch. Emotions, genuineness, and compassion are at the heart of people-centric communication. Chasing algorithms isn't my game. I always prioritise you and your community.

Embrace your oddball

Every single one of us is a little weird in someone's eyes. It's time to own your quirks, love yourself, and let your true colours shine. Your loyal fans will dig your vulnerability (and love you for it).

Stay a while and listen...

Stay a while and listen...

The Barefoot Story

  • Chapter One

    Hailing from Pretoria, South Africa, my first nine years were spent soaking up Cape Town's beauty. Then, my folks decided to uproot our lives and replant us in the frosty wilderness of Dunedin, New Zealand. With penguins and seals as neighbors, I embraced the great outdoors, diving headfirst into surfing, rock climbing, snowboarding, diving, fishing, and trail running. On the rare occasions I ventured indoors, I devoured tales of epic adventurers like a ravenous word-junkie.

  • Chapter Two

    Navigating the wilds of New Zealand and the pages of countless books, I became a self-reliant wordsmith with a knack for witty banter. My teenage years were spent taking refuge in the fantastical realms of Tolkien, Rowling, and Herbert - a welcome escape from the "new kid" blues.

  • Chapter Three

    My first gig? A beachside pizza joint, where I slung pies and honed my work ethic. This hustler's mindset served me well in my hydrographic surveying career, where downtime at sea became the perfect opportunity to cultivate my passion for writing.

  • Chapter Four

    When COVID-19 turned the world upside down, I grabbed my surfboard and rode the wave of change towards a full-time freelance writing career. With a surveyor's precision and a maverick's flair, I carved out a unique space in the world of copywriting.

  • Chapter Five

    My thirst for adventure has led to some pretty extraordinary experiences. From scouring the ocean for a missing plane to guzzling a cold one atop Kilimanjaro, these wild rides have fueled my rebellious writing style and shaped my desire to work with brands that dare to be different.

  • Chapter Six

    The Barefoot Copywriter isn't just a quirky moniker; it's a testament to my authentic approach. Ditching shoes and pretenses, I'm all about forging genuine connections with clients and championing marketing that values substance over sales.

  • Chapter Seven

    As a freelance copywriter, my hours are as flexible as my toes. With the support of my girlfriend and trusty canine sidekick, I've found the sweet spot between work and play - whether that's sneaking off to the beach or jetting off on a spontaneous adventure.

  • Chapter Eight

    I've dabbled in a delightful mix of projects, from demystifying modest swimwear and exploring the spiritual side of childbirth to rocking out with music producers and discovering the secret sauce to flawless skin. Each endeavor has taught me something new and kept my creative juices flowing.

  • Chapter Nine

    Bidding adieu to my decade-long hydrographic surveying career was no walk in the park. It did, however, teach me the power of self-belief and the art of marketing oneself - invaluable tools I now wield in my copywriting crusades.

  • Chapter Ten

    My master plan? Transform my business into a powerhouse for authentic, people-focused copy. I'm on a mission to help businesses find their unique voices and grow my enterprise to reach even more aspiring rule-breakers and change-makers.

Couldn’t be bothered learning my whole life story? I definitely don’t blame you.

Still, it’s weird to work with a complete stranger so let me give you 5 quick facts about me so we can get:

  1. The barefoot copywriter isn’t just a name. I moved to Bali, got a dog and have put on shoes maybe a dozen times in the last 3 years.

  2. Lord of the Rings & The Legend of Zelda informed most of the decisions on how to live my life. If the beacons of Minis Tirith are lit, your copy will be delayed because the Barefoot Copywriter will answer Gondor’s call!!!

  3. I actually learned how to play the French Horn just to get out of English class. (little did I know karma would punish me with having to write for a living. Go figure)

  4. I am a certified Dive Instructor but never taught a single student. I started learning in Uni and I’m not one to start something and not see it through so expect a vetting process before we work together because I’m with you to the end brother!

  5. I was actually one of the team looking for MH370. (Watch the doco on Netflix if you love a good conspiracy theory)

Enough about me. Let’s talk about you…