Hi, I'm Frederik

In 2023 I ran a content team of ten writers. Within a year that team was one person, and the person was me.

I could have taken that as bad news. Instead I spent the next two years learning to do the work of ten with a stack of AI, and finding out exactly where the machines fall over.

They fall over in the same place every time. A model will hand you something competent and forgettable, and if you can't tell the difference, you'll publish it. That's why most AI marketing reads the way it does.

The problem was never the tool. It's that someone who doesn't write for a living can't tell a good draft from a bad one, so they can't steer the model toward the good one.

I've been calling this the age of discernment for a while now. Knowing what to ask for, and being able to judge what comes back, is the whole job.

The machines carry the volume: research, first drafts, publishing, reporting, all the parts that used to eat a week. I carry the judgment, which is the part that decides whether any of it works.

So you get the output of a full team at the pace and price of a small one. And every lesson from three hundred-odd engagements goes into your project, because the same system that writes for you has already written for everyone before you.

I've got eight years in B2B marketing behind me and more than 300 clients, from solo consultants to NordVPN, PandaDoc and Opus Clip. Clients have left 227 reviews on Upwork, averaging 4.97 out of 5. You can read every one of them.

More usefully, here's what the work has done lately:

I came to this from psychology rather than marketing, which explains more about how I work than my CV does. Before that I was in a band and needed a job I could do on the road. Copywriting was the job that travelled.

I write about how all of it works on the blog, and I give away the tools I built for myself on the free tools page.

No theory without receipts.