Writing that hits hard: The experience of Diederik Vandendriessche

From snappy posts to deep dive copy

Diederik’s playground ranges from punchy social posts to long-form content that actually gets read. But no matter the format, his goal stays the same: clarity with a kick. In a time where attention spans are shorter than a TikTok, every word has to earn its place. “Good copy isn’t about writing anymore, it’s about writing smarter,” he says. And that often means cutting the fluff and getting straight to the point.

AI? Great for ideas. Not for impact.

Diederik’s take on AI is refreshingly grounded. “It’s a decent brainstorming tool,” he says, “but it doesn’t know your audience like you do.” Can it read the room? Nail the tone? Know when to say “you” instead of “u”? Not quite. Real copywriting still needs a human touch, one that understands nuance, culture, and when to break the rules.

High-stakes copy, real-world impact

One of Diederik’s most intense projects? Writing web content for expats moving to Belgium, commissioned by the EU and the Belgian government. Think: legal info, healthcare, residency rules, all in four languages. The result: A site that actually helps people navigate life in a new country. "It was a tight deadline, a complex team setup, and a lot of moving parts. “It was intense,” he says, “but it mattered.”

The golden rule: know your reader

Every project starts with one question: “Who am I writing for?”. Because if you don’t know your audience, you’re just shouting into the void. Whether it’s a product launch or a public service announcement, Diederik tailors every word to resonate, not just inform.

Consultancy over routine

What keeps Diederik sharp is the constant change. New clients, new industries, new challenges; it’s a setup that forces you to grow. And that’s exactly what he loves about consultancy. “You’re not just executing tasks,” he says. “You’re brought in for your thinking, your voice, your perspective.”

And then there’s the freedom. As a freelancer, he gets to shape his own workflow. That autonomy, paired with the respect he gets from clients, makes the work feel meaningful.

Working with Ariad

At Ariad, we believe that great consultancy starts with real connection. “What surprised me most,” Diederik told us, “was how personal the collaboration felt. You’re not just matched with a project, you’re matched with intention.” 

We take the time to understand how someone wants to grow, and we stay involved long after a project wraps up. That means regular check-ins, tailored opportunities, and space to keep learning (whether through workshops, training, or even a co-working week in Almería)!

With the right support and the freedom to grow, Diederik found a rhythm that works, one that’s both creative and purposeful.

And that’s what makes this journey worth it: not just the words on the page, but the impact they create.