About us
We help small to medium businesses articulate their vision, so they are seen as experts and attract the right clients.

Behind the words

Hi, I’m Michelle Joe, Founder and Lead Copywriter of Craft ‘n Connect.

I help you articulate your vision, so you can show up with clarity as an expert in your field and attract the right customers.

Build a connection with your audience, communicate with impact and create momentum in your business.

With over 13 years of experience in the Content Marketing space; it’s led me to work with some incredible brands across a range of industries.

Sectors include, education, UX & design companies, agritech, land development, FMCG, health and wellness, arts and entertainment, creative and professional services, purpose-driven start-ups and more.

about us michelle joe profile bio

Whether you want to raise brand awareness or build credibility in your field, we’re here to free up your time to focus on the bigger picture of your business, while we focus on what we do best – the content.

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Here's a snapshot of what we can deliver:

  • Define your Brand Identity + Tone of Voice
  • Key Messaging
  • Website Copywriting
  • Articles | Blogs | Newsletter Copy
  • Instagram and LinkedIn Copy
  • Corporate Communications support
  • Copy Refinement and Editing
  • Content Planning
  • Content Strategy

What’s it like to work with me

  • Our approach is strategic, paired with creativity, while keeping the process calm and collaborative.
  • We write with intention – ensuring the work we do aligns with your business and marketing goals. 
  • Clear communication and guidance on next steps throughout the project journey so you’re never left guessing what’s next.
  • A trusted content partner and sounding board who identifies the gems in your story and genuinely cares about what makes your brand special.   
  • I listen. The crux of our work lies in the initial phases of understanding your ideal outcomes.
  • I put myself in your shoes, so you feel seen, heard and valued. Your experience working with us, along with the copy we provide, will demonstrate that. 
  • If there’s something we feel that’s outside our scope of expertise, we have extensive industry contacts who we collaborate with: designers, developers, SEO experts, photographers.

Think of me as your content friend in your corner.

If you’ve read this far, I’m grateful. Here are a few more personal anecdotes…

Outside of work, I’m a podcast addict, grazing platter enthusiast, flat white devotee, boy-mum, forever chasing the sea, enjoying new experiences and an ambivert.

I can’t wait to connect, learn more about you and build something special together.

Contact us now
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