Winning Mzansi Women: Interview with Tania de Kock, Founder of Tania de Kock Communications

03.03.26 12:19 PM

Hellopeter

For our final #WinningMzansiWomen interview in celebration of Women's Month, we chat to Tania de Kock, who started her own copywriting business Tania de Kock Communications during lockdown in 2020.

Hellopeter: Have you always envisioned being an entrepreneur? And how did you get started?

Tania de Kock: Not at all! Before becoming an entrepreneur, I did not really know anyone who started their own business. I thought that having a 9-5 job was the only real option. However, I always had a bit of an independent streak, so in retrospect, it makes sense that I would love to run my own business.

HP: What has been the most eye-opening experience or greatest lesson you’ve learned while starting your business?

TDK: Wow, there are too many to mention! I started my business out of necessity, not out of choice. Like many South Africans, I was retrenched at the beginning of lockdown and had to find a way to keep paying the bills. Therefore, I think I had to learn a lot of lessons really fast.

My dad always says that life is like a hiking trail. There’s no turning around when you’re in the middle of nowhere, and you just have to keep going — one step at a time. I often think about this analogy when it comes to running my business. I quickly realised that I don’t have to have everything figured out right now and that it will unfold the way it should. Sometimes you have to shut your laptop, go to bed, and figure out your next step tomorrow.

HP: Do you think there has been a shift toward more women starting their own businesses?

TDK: Oh absolutely! Not only women but men too. I think there’s a massive increase in entrepreneurs post-Covid. Many of us realised that we can’t have all our eggs in one basket and that anything can happen. Also, once you’ve had a taste of being your own boss, it’s very difficult to turn back! It's as rewarding as it's challenging.

HP: What do you hope to see for the future generation of women entrepreneurs?

TDK: I hope that young girls will see more female entrepreneurs as role models. Not everyone is meant to be an entrepreneur, and that’s okay, but knowing that it’s an option is important.

HP: Have online reviews helped your business, and how?

TDK: I've always been a bit scared of feedback, which I guess is normal. However, running my own business means I'm the "face", and I have to be open to feedback to improve. I think automating your review process is important because you're constantly juggling so many things and wearing so many hats as a business owner. And Hellopeter's seamless review invite technology has really helped so many South African businesses to manage this.

HP: What has been your greatest struggle and biggest reward in your career as a copywriter? And in starting your own business?

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Tip 4: 66% of Gen Z Consider Product Quality and Value as Priority

When it comes to product quality, Gen Z is not the demographic to take chances with. Due to their digital nativity, and their access to viable, consumer-generated information, Gen Z has far more insight into your business and your products than you may think.

A ten-minute Google search can reveal everything about your product line, from source to shipping. And if Gen Z senses they are not receiving fair value, they will not only stop frequenting your business but also share their negative experiences across their network.

If quality is indeed one of your selling points (as it should be!), you should leverage sites such as Hellopeter.com to ensure that you communicate this message to your motivated, engaged customers and potential customers.

Tip 5: 62% of Gen Z Will Avoid Slow Apps or Websites

Gen Z grew up super connected. From the moment they become viable consumers, they are inundated with marketing messaging across all their platforms and quickly become experts in differentiating and evaluating their options. This means that they are very much aware of the differences in site quality between you and your competitors.

Ensuring you provide an intuitive, fast and accessible user experience across your digital platforms is non-negotiable, as this cohort will not hesitate to abandon your page or platform in search of a more convenient, intuitive solution.

To underscore the point, Gen Z is 60% more likely than other demographics to end a phone call attempt if you don't answer it timeously.

Many older business owners and consumers interpret this as a lack of patience when it's really just an awareness of their range of choices and alternatives.

6. Get Creative

Small businesses must avoid the generic approach to marketing, engagement and awareness for super-competitive periods like Black Friday and Black November.

Larger businesses do not have to take risks or embrace innovation because they more than make up for their generic marketing by scaling their reach and communications.

Smaller businesses who simply copy and paste their festive season campaigns, however, don't have the reach to get away with this and will get lost in a sea of individually-indistinguishable ads.

Hellopeter Tip:

Do your research and figure out which approach the experts suggest, then tailor that approach to your specific context. For example, businesses with a largely younger customer base may consider deploying consumer-created content across their social and shopping site pages.

4. Get an Start Early and Make it Worth Their While

Why not get a head-start on other businesses by offering deals for the entire month of November? Also, make it worth their while. Customers won't necessarily buy from you if your discounts are only up to 10% off.

7. Prepare Well-Trained Staff for Action

There's no more sure-fire way of losing sales than employing unqualified or untrained staff to handle the expected festive season rush.

Just think back to how often you've hung up on a sales consultant or walked out of a restaurant or store simply because of to bad service.

Now, multiply that potentially sales-ending frustration by a hundred, and you'll have a good idea of what your business can expect during Black November unless your team is capable, likeable, well-informed and customer-focused.

Hellopeter Tip:

It goes without saying that you should optimise your hiring protocols, but even the most capable sales staff need occasional refresher training. Make sure your team has the knowledge and skills necessary to represent your brand positively, especially under the incredible festive shopping season pressure.