“For someone who writes so well, you chat a lot of shit.”
—An official quote from my husband, Steve.
And boy, is he not wrong. This About page is where you’ll find out just how much shit I can chat. 😅
I’m probably the most extroverted copywriter you’ll ever meet.
I’ll talk to anyone. I’m even part of an in-person networking group. I KNOW, right? Who even leaves the house??
Words come cheap IRL. But on the page? I’ll spend an agonising amount of time hunting for THE right word that makes a sentence sing 🤌
Throughout my 10+ year career, I’ve managed dozens of writers, won awards, and written for hundreds of brands across every channel imaginable. My philosophy back in my Head of Content days used to be: “If it needs words, we can write it.”
These days? I’m way more selective.
The internet does NOT need more content. We were drowning in it BEFORE AI and the tsunami of shit is only getting bigger with every ChatGPT update. Which is why I’m all about returning copywriting to its roots: the strategy, psychology and storytelling behind every sentence.
I said goodbye to what digital marketing turned copy into—a conveyor belt of endless irrelevant blogs—and leaned way back into timeless advertising principles.
I call it Mad Men meets the feed. Because algorithms change, but clear messaging compounds.
To the digital marketers reading this: No, I don’t want your SEO pitch. I know my site isn’t “optimised for search/AI/whatever” and I don’t give a shit.
To anyone else: AGGRESSIVELY UNOPTIMISED is my marketing strategy. Subscribe to my emails and learn how to write like you mean it.
P.S. For all the media attention I’m fully intending on getting, here’s the official bio:
Cass Whitaker is a senior copywriter and positioning strategist who helps brands get clear on their message before they ever write a word. With over a decade of experience leading agency teams and winning content marketing awards, she specialises in applying old-school advertising principles to the digital age. Think Mad Men meets the feed.
Known for her straightforward, anti-bullshit approach, her healthy distrust of “best practice,” and her philosophy of being AGGRESSIVELY UNOPTIMISED, Cass teaches you how to write like you mean it. Her approach centres on strategic storytelling that leads to genuine relationships and sales.
Cass lives in Melbourne, Australia with her husband, Steve, and their daughter, Molly. When she’s not writing marketing copy, she’s writing a dystopian novel that she really hopes doesn’t come true one day.