Khalid P.

**Got 1,000 customer reviews gathering digital dust?** There’s a decent chance your customers have already told you what your next ad should say. You just haven’t dug it out yet. I have a slightly unhealthy obsession with other people's customers. Give me your reviews, Reddit threads, competitor ads, comments, complaints, 1-star rants and weirdly specific customer stories... ...and I'll happily disappear down the rabbit hole. Because buried in that mess is usually something useful: An objection everyone keeps repeating. A desire your competitors barely touch. A phrase customers use over and over. A better angle hiding in plain sight. I'm Kal, a Creative Strategist specialising in DTC **Health & Wellness Supplements and Pet Care**. I turn messy customer language into angles, hooks, scripts and creative concepts worth putting money behind. Before I write anything, I want to know: What have your customers already tried? What are they fed up with? What almost stopped them buying? And what do they keep saying in their own words? Because one of the best lessons copywriting ever taught me is: **The words you use matter less than whose words they are.** One customer saying: *"I've tried everything and nothing works..."* Interesting. Thirty-seven customers saying some version of it? Now I’m digging. That could be an objection. A hook. An angle. Maybe even the start of a campaign your competitors have somehow missed. ## WHAT I ACTUALLY DO → Voice-of-customer and market research → Creative angles and concepts → Static and video hooks → UGC and creator scripts → Creative briefs creators can actually use → Shot lists and visual direction → Competitor creative analysis → Angle-gap research → Customer avatars built from evidence → Direct-response copy → Testing and iteration ideas My process: **Research → Insight → Gap → Angle → Execution → Test** So if I hand you five concepts, I can tell you why every one exists. Who it’s for. What desire, belief or objection it’s built around. Why it deserves testing. And what we should learn if it wins or dies horribly. Because “let’s make 27 hooks and see what Meta likes” isn’t much of a strategy. ## WHY SUPPLEMENTS AND PET CARE? Because people rarely buy these products for the reason printed on the label. Someone buying magnesium isn’t lying awake at 2:13am thinking: *"God, I wish I owned more magnesium."* They want to sleep. Wake up feeling human. Maybe make it through the afternoon without negotiating with a third coffee. And someone buying joint support for their dog isn’t dreaming about glucosamine. They’re thinking about walks. Sofa jumps. Zoomies. That ridiculous full-body greeting they get after being gone for approximately eleven minutes. That’s where I like to start. Find the emotion. Then support it with the mechanism, product and proof. ## WHY ME? My background took a slightly scenic route. I studied **Maths & Statistics**. Then **Law**. Apparently I enjoy difficult degrees and questionable career planning. But both left me with habits that are pretty useful in Creative Strategy: I look for patterns. I interrogate assumptions. I care about evidence. And I keep asking: **Why?** Why did that ad keep spending? Why did that hook die? Why are customers repeating the same phrase? Why are competitors leaning on the same three angles? And what is the market talking about that the ads aren't? I've also spent **3.5+ years studying and practising direct-response copywriting**, completed intensive Creative Strategist training, built full DTC campaign concepts from research through finished creative, and worked through live paid-spend creative testing. The research has to lead somewhere useful. Preferably into an ad somebody can actually test. ## WE'LL PROBABLY GET ALONG IF... You’re a supplement or pet care brand with real customers, real feedback and a suspicion there’s more hiding in your research than your current ads are using. You want someone who’ll think before opening a blank Google Doc. You care about why a concept exists. And you’d rather uncover a fresh angle than produce Hook Variation #38 because Meta looked bored. If that sounds like you: **Send me your product and whatever customer research you've already got.** Reviews are perfect. Comments are better. A horrifyingly disorganised folder containing both? Please don't threaten me with a good time, Haha! I’ll tell you what I’d start digging for. Kal