Behind the Coffee Cup

Hello.

My name is Lisa. I’m a little bit of all sorts. I love expression, which leads to my love for reading, writing, poetry, the performing arts, music and songwriting. I like other things too, like horse riding, popcorn, and Smurfs. But that’s a different blog

So, a little bit more about my work experience and how I became a food copywriter. I’ve been in the writing industry for over 10 years, which includes being a feature writer, chief copywriter, and a magazine editor. I have penned words of many flavours, from food reviews to celebrity interviews, print advertisements, internet marketing copy and internet launches that drew in six and seven figure sales. I’ve also collaborated with international agencies to help them win national and regional advertising awards.

I decided to leave the corporate workplace and venture into food copywriting as a solopreneur simply because of the passion I have for food. Perhaps I am attracted to it through the nostalgic memories of my grandma’s kitchen, and the lessons I continue to learn in my mother’s kitchen. Perhaps, having grown up in three different countries and within three different states of my home country Malaysia, I have developed a love for travel and a hunger to explore the foods that richly represent each culture and history.

Or perhaps, it’s simply because food connects people.

It’s the emotional connection.

As a food copywriter, my job is more than crafting the words that simply promote a product. I communicate a story and a vision. I pen words that portray the passion and the soul. I instigate interaction that fosters a culture and a connection. For I believe that in order to build true long-term success as a food business, it’s far more important to focus on building the emotional connection, than it is to rely solely on short-term promotional discounts or expensive advertising space.

Food after all is a primary need in all of us, and we have an instinctive emotional connection with food. Using my copywriting, internet marketing and social media experience, I help F&B business owners, food brands, restaurants, home businesses and chefs emotionally connect with their market to boost sales, increase talkability, and build brand loyalty. Along the way, I pen here into my blog, words through the looking glass of food and culture.

Thank you for being here. I hope you enjoy exploring this Wonderland with me.

Cheers,

Lisa Zahran