Blessing Ekowho, Copywriter and Strategist in Lagos

How I work

80% research. 20% writing. Every word aimed at results.

Most copy gets written the other way round. A short brief, a blank page, a lot of typing.

I spend most of a project before the first draft.

I research your audience until I can describe their day: what they want, what scares them, and the exact words they use when they complain. I read your reviews, comments, support emails, forum threads and sales call notes.

Then I study your competitors. What do they all promise? Where do they go quiet? In that gap is the thing only you can say. That is your selling point, and every line I write leans on it.

That is the strategy. The writing is the last 20%. It moves fast, because by then I know who I'm talking to and what will make them act.

The job isn't finished when the copy sounds good. It's finished when the numbers move: sign-ups, calls, sales, donations.

1. Research the audience.

Reviews, comments, DMs, tickets, forums and sales calls. I collect what people say in their own words until the same wants and fears keep repeating.

2. Study the competition.

I map what every competitor promises, find the gap, and pin down your unique selling point: the reason to choose you that nobody else can claim.

3. Write.

Headline, offer, proof and call to action, built on that research and on the psychology of why people buy. This is the 20%.

4. Measure the result.

Sign-ups, calls, sales, donations. That is what the copy is for, and it's how I judge my own work.

The books I keep going back to

I've read Ogilvy on Advertising, Influence, Scientific Advertising, Great Leads and The Adweek Copywriting Handbook a few times each.

They taught me why people buy. We decide with feeling, then look for reasons to defend the decision. We trust what people like us have already chosen. We hate losing something more than we enjoy gaining it.

That psychology is in every headline, offer and button I write.

8+years writing20+brands48projects on this page10+industries

Editing and storytelling

I edit for an award-winning Nigerian writer. Your copy gets the same red pen.

For years, Ope Adedeji has trusted me with her editorial work.

Her fiction has appeared in McSweeney’s Quarterly, Inque and The Republic. Her story “After the Birds” was a finalist for the US National Magazine Award for Fiction. She won the Brittle Paper Prize for Fiction, studied creative writing at the University of East Anglia as a Booker Prize Scholar, and received the Miles Morland Scholarship.

I edited and proofread the essays in her Here and There anthology and “Making of Gods”, the story she sent to the Miles Morland Foundation. I researched and proofread issues of her Book and Banter newsletter, and I managed writer communications, outreach to publications and project timelines.

Every sentence earns its place.

A literary editor asks of every line: does the reader need this? I ask the same of your sales page, and cut what slows a buyer down before they reach the button.

Stories people finish.

Fiction runs on character, tension and a turn. So does a good ad. I write brand stories, founder stories, video scripts and impact stories that people read to the end, then act on.

Your voice stays yours.

Editing another writer teaches you to protect their voice while you sharpen it. After I edit your copy, it still sounds like you, only clearer.

Who I write for

The people that hire me. Where do you belong?

Fintech and startup teams

Money is personal. Your copy should read that way.

Your users want three answers. Is my money safe? What happens next? Why did this app just send me a notification?

I've answered those questions inside real products. At CredPal I wrote the onboarding emails, push notifications, in-app copy, WhatsApp repayment reminders and the Enif AI website, and kept the email spam rate under 5% while doing it. At Vahlid, an escrow fintech, my content strategy drove 80% sign-up growth.

If your product is complex, my job is to make it feel simple without hiding how it works.

CredPal · Enif AI · Vahlid · Jikoo

Brand owners and vendors

People like your posts. They comment "how much?" Then nothing.

You post every day.

You reply every DM.

You've even run ads.

And the money still doesn't match the effort.

Here's what writing for food, fashion and decor brands in Lagos taught me. Nigerians don't buy from a page. They buy from someone they trust.

So I write captions, stories and video scripts that make a stranger feel they know you. Then every post gives them one clear reason to send that DM today.

Munchies After Dark · Eric Kayser · Bahija · COMEF · Play Street

SEO agencies and their clients

Traffic is up. The phone isn't ringing.

It's the complaint business owners post most often about their SEO. Rankings that don't turn into calls, quotes or bookings are a cost.

I plan the SEO strategy and write the service pages, location pages and blog posts for agencies and their clients. I research the industry and the keywords before I draft, so your account team isn't rewriting my work on armed security, warehousing or water damage.

I also write for AI search. Lakeview Building Group's pages are built around the way people ask AI assistants about building a home.

Peralta Defense +900% · FC Engineering +1,333.3% · Cummins Logistics +366.7% · Casa Teresa +541% traffic

NGOs and development organisations

Your programme changed lives. Your report reads like a log frame.

I started my career at HACEY Health Initiative, turning public health information into language that community members and corporate donors could both follow. As an intern I wrote 50+ pieces. Later I ran HACEY's digital channels and led 10+ campaigns.

I have also written for programmes funded by, and run in partnership with, UNFPA, USAID, ActionAid and the UN Trust Fund.

I write impact stories with the people in them, not about them. Consent first. No pity language. Numbers your donor can check.

HACEY · UNFPA · USAID · ActionAid · UN Trust Fund

Creative directors and hiring managers

Hiring a senior writer? Here's the short version.

8+ years. Senior Copywriter at Mikay Agency. Content strategist at Fourth Leap Consultancy, building content strategies for energy, education and lifestyle brands. SEO copywriter for Coalition Technologies, a US agency. Marketing communications at CredPal.

I've briefed photographers and designers, run content pipelines end to end and quality-checked other writers' work before sign-off. Years of literary editing for Ope Adedeji taught me to cut a sentence I love when the reader doesn't need it.

Look through the work below. If you see the spark you're hiring for, ask me for my CV.

Mikay Agency · Fourth Leap · Coalition Technologies · CredPal

Coaches, authors and course sellers

Your product is good. Your sales page is asking people to trust a stranger.

People who don't buy often still need what you sell. They just don't trust you yet.

A good sales page fixes that. It answers every doubt before the reader thinks of it. Will this work for me? Is this person real? What if I lose my money?

I've written sales pages for Kobo Book Publishing, a course and a weight-loss programme. Each one started with research into what buyers fear before they pay.

Kobo Book Publishing · Bridge the Gap System

01 Selected Work

The receipts.

48 projects, sorted by the problem they solved. Pick yours. Where a client shared results, they're on the card. SEO results are for the full campaign, which often included web development and paid ads.

Researched first, written second.

Results reflect wider client campaigns, which may include development, SEO and paid media.

02Across industries

Over 10 industries.

From Lagos fintechs to a travel brand in Costa Rica, here's who I've written for.

10 client groups

Your customers have already written your best copy.