Writing

Who it's for comes first.
The language follows.

I start with two questions. Who is reading? What do they need to decide? Then I choose the language, structure and tone.

01

Social copy · English and Chinese

One subject does not always need one story.

Chinese Canada Day coverEnglish Canada Day cover
Canada Day · One photograph, two audience decisions · View case ↗
Italian Centre Shop visit
Italian Centre · English review / Chinese reflection · View case ↗

The same Canada Day sunset became two stories. The Chinese version focuses on waiting with strangers. The English version focuses on sharing one sky and one moment.

The Italian Centre posts also use different angles. The English post is a practical guide. The Chinese post is a personal reflection on how I understood Italian food.

02

Course project · Website and email

Write around the visitor's next decision.

Yuniq website hero with the headline Create Content That Connects
Yuniq · website copy, lead magnet and email follow-up

Yuniq · CIWA Digital Marketing · 2026

One message across the journey.

Goal
Turn a website visit into an email signup or consultation request.
Audience
Calgary small business owners who want to reach Chinese-speaking customers.
Writing strategy
Use clear benefits, short steps and one call to action at a time.

Course project. Not formally launched. No performance results are claimed.

View caseOpen scorecard
03

Published on LinkedIn

Two ideas, made practical.

Cover of the Taste of Asia five-question framework8-page LinkedIn carousel

01 · Method writing

I photograph the questions people ask.

Goal
Turn event coverage into a method others can repeat.
Audience
Restaurant owners, event teams and small marketing teams.
Writing strategy
Start with five visitor questions. Answer each one with a clear image and a short explanation.
“The questions people ask stay mostly the same, so the framework can too.”
View caseRead PDF
Cover of the systems thinking article8-page LinkedIn carousel

02 · Point of view

What systems thinking changes for marketers.

Goal
Explain why faster AI output is not the same as strategy.
Audience
Small marketing teams, founders and hiring managers.
Writing strategy
Start with a Netflix example. Connect it to local marketing. End with templates, tone rules and checklists.
“Do not just solve the problem. Pave the road.”
View caseRead PDF

From judgment to method

Three deeper reads

Split or Share ↗The Five Questions ↗Reach Says One Thing, Trust Says Another ↗