About
Hiba
I'm a brand strategist and script writer. I work with coaches, consultants and premium service brands who already have traffic — and a nagging sense that what they're publishing isn't doing the job it should.
Casablanca — working worldwide English · French · Arabic
I've read enough sales calls, DMs and objection lists to know that people almost never buy what you think you're selling.
My background is in editorial. Calendars, series, the discipline of publishing something good on a schedule whether or not you feel like it. That habit turned out to be the most useful thing I could bring into performance work — because a funnel is just an editorial argument with money attached.
So I do both ends. The strategy: what are we claiming, who are we claiming it against, and what belief has to break for this to land. And the craft: the three-minute VSL, the fifteen-second hook, the long-form page a stranger reads to the bottom.
I write in English and French, direct shoots, build the calendar, and stay through the optimisation — because the version that converts is almost never the first one, and I’d rather be there when we find it.
The scrolls weren’t lost. They were in a place nobody thought to look.
On the record — talking offers, angles and why most funnels leak
Structure beats sparkle
A beautiful sentence in the wrong position does nothing. Order the argument first and the sentences write themselves.
Specifics persuade
“We help businesses grow” is a sentence nobody has ever believed. A number, a name, a scene — those get through.
One voice, every format
The VSL, the reel, the email and the caption should sound like the same person on the same day. That consistency is the brand.
Ship-ready or it isn't finished
Copy without a shot list is homework for your team. The work leaves my desk in a state you can actually film.
01
Listen
Calls, transcripts, DMs, sales objections, the things your buyers say when they think nobody's writing it down.
02
Decide
One claim. One tension. One belief we're going to challenge. Everything that doesn't serve it gets cut here, not later.
03
Write
Structure first, then sentences. Scripts, pages and captions built from the same spine so the brand sounds like one person.
04
Ship
Calendars, shot lists, production briefs. The work leaves my desk in a state your team can actually film and publish.
Say hello
Tell me what isn't landing.
The offer, the traffic, what you've already tried. That's usually all I need to tell you where the gap is.