Copywriter
Hi, I'm Elbie.
If you can pronounce my last name correctly, I'll give you $2. It's swawn-uh-pool.
No relation to Candice, unfortunately.
You might have guessed that I'm South African. In 2021, my husband and I decided to come to Australia if they would have us, so after three years, we eventually got our permanent residency visas and landed in Melbourne at the end of 2024.
LOVING IT btw.
We live in a beautiful two-bedroom apartment with our cat Steve who is unapologetically spoiled. My husband is a boilermaker turned fabrication supervisor. I still don't know what any of it means. Let's just say, he does the practical things around the house.
The formalities
I've been writing professionally for most of my adult life. It started with TAFE-type business textbooks, transitioned into show notes and explainer video scripts, and later became full-on marketing funnels with ads and everything.
Though I can go from bro-y real estate investor to Brunswick tattoo artist in minutes (agency life will do that to you), my natural voice and style are casual and unpretentious.
I have a master's degree in English literature, which at least I knew was useless going into it. No, jokes aside, it's helped me become a better thinker and writer. Plus I loved every minute of it.
I also have training in copy editing and digital marketing, and, fun fact, I'm also a qualified teacher. Though I'd rather start a pig farm than teach 14-year-olds at this point.
Elbie is such a reliable, attentive writer. She works closely to the brief and is always flexible if the direction or scope changes. When I have an 11th-hour cry for help, I know Elbie will answer.
— Claire Dowler, Founder of Syntax & Soul
You, on your
most confident day
How often have you thought, if only I could talk to them?
That’s because you’re probably really good at explaining your business to people. You can say it in your sleep.
The frustrating part is that this same energy isn’t coming through on your website. It doesn’t sound like you, and even if it does, it’s not really getting to the crux of what makes you different.
My job here is to help you bring that in-person energy to your website; to make it read and feel like you on your most confident day.
Are you a strawberry or a cherry?
Get ready for heaps of questions. Everyday questions and vibe questions.
I don’t just want the history and facts of your business. I want to know what gets you out of bed in the morning. Are you driven by memorable family barbecues or do you have your eye on a black Range Rover Evoque?
The more I understand the person behind the business, the easier it is to write something that a) sounds like you and b) you’re really happy with.
Working with me means a bit of homework and a couple of calls, but I promise to always be respectful of your time.
I absolutely loved working with Elbie. I really felt like she was trying to not only get a handle on what I do as a stylist, but also tried to understand who I am and therefore what I would be offering my clients.
— Mona Willis, Personal Stylist