How
I work.

Every piece of copy I write starts with a question about the reader, not the product. This page shows what that looks like in practice — and who I am when I'm not writing.

About the copywriter

Karina Souza

Copywriter & Campaign Messaging Specialist

I grew up between Brazil and Portugal, which means I've spent most of my life learning how to communicate across communities that don't speak the same language — literally and culturally.

Before I was a copywriter, I was doing community outreach in São Paulo and employment program coordination in Cascais. My job was to get people who had stopped believing anything would change for them to take action. You don't learn to write persuasively in a classroom. You learn it when the stakes are real.

I now bring that background into copy for brands — particularly in wellness, beauty, sustainability, and social causes. I write in English, Portuguese, Spanish, and French. I segment by psychology, not demographics. And I never write copy I wouldn't believe myself.

EN · PT · ES · FR — Available for freelance projects globally

My process

From brief to copy
in four steps.

Audience first

Before I write a word, I need to understand who I'm writing for — not their age or location, but what they're afraid of, what they want, and what would make them stop scrolling. I call this the emotional entry point.

Positioning the message

Once I understand the reader, I find the angle. The same product can be positioned around simplicity, identity, honesty, or transformation. I choose the one that's most true and most useful — then build the copy around it.

Writing with intention

Every sentence has a job. The hook earns the next line. The body builds the case. The CTA closes without pressure. I pay attention to rhythm, sentence length, and word choice — because copy is read at pace, not studied.

Annotating the decisions

I always explain the thinking behind the copy. Why this headline, why this CTA, why this tone. That way you can brief me better next time, test variations with confidence, and understand what's working when results come in.

The brief

5 questions I ask
before every project.

No 20-page brief required. When you place an order or reach out, I'll send you these five questions. Your answers are enough for me to write copy that actually sounds like you — and converts like it should.

Question 01

Who is the one person you're writing this for?

Not your whole audience. The specific person. What's going on in their life right now? What do they want that they haven't found yet?

Question 02

What do you want them to do after reading?

Click, sign up, buy, share, feel something? The desired action shapes everything — the hook, the body, the CTA, the tone.

Question 03

What's the one thing your product does that nothing else does?

Not a list of features. The one thing. If you can't answer this, we find it together — it's usually hiding in plain sight.

Question 04

What does your tone sound like? Give me three words.

Warm but direct. Honest and a little bold. Calm and trustworthy. Three words tell me more than a brand guidelines doc.

Question 05

What's one thing a competitor does that you'd never do?

Urgency timers. Vague wellness claims. Discount-first positioning. This question reveals your brand's character faster than anything else I could ask.

That's it.

Five questions. One conversation. Then I write.

Most projects take 3–7 days depending on scope. I deliver the copy with annotations explaining every decision. Revisions are always included.

Deliverables

What every project
includes.

The copy itself

Written in a clean Google Doc or Notion page, structured clearly, ready to paste or hand to a designer. No formatting gymnastics required on your end.

Annotations for every key decision

Why this headline, why this CTA, why this structure. You'll understand what the copy is doing — not just what it says. That makes feedback faster and iterations smarter.

Variations where it matters

For ads and emails I always provide multiple angle variations. Not so you have more options — so you can test what actually converts for your specific audience.

A tone note

A short description of the voice used — so if you brief another writer later, or brief me on a different project, the brand sounds consistent.

One round of revisions

Included in every package. Tell me specifically what feels off and I'll rewrite it. I don't consider a delivery done until it works for you.

A clear next step

At the end of every project I'll tell you what I'd test next, what's missing from the messaging, or what I'd do differently with a bigger brief. You get the thinking, not just the output.

Honesty

What I do well.
What I don't.

✓ Strong fit

Brand messaging for conscious, purpose-driven brands. Campaign copy for product launches. Email sequences that build trust before converting. Social media and ad copy rooted in audience psychology. Copy for wellness, beauty, sustainability, and social causes. Writing in English and Portuguese at native level.

— Not the right fit

Highly technical B2B copy (SaaS, legal, financial). Long-form SEO articles at scale. Projects that require urgency tactics, manipulative scarcity, or exaggerated claims. Brands whose values conflict with mine. And anything you need done in under 24 hours — good copy takes the time it takes.

HowI work.