Every day, brands publish millions of words hoping to capture attention. Yet most are forgotten within seconds. In an era where AI can generate endless content and algorithms reward constant output, one truth has never changed: people don't buy words they buy trust.
For Devon Boyce, founder of Wordsmithery, communication isn't about clever copy or persuasive slogans. It's about understanding the psychology behind every decision, uncovering the conversations happening inside a customer's mind, and bridging the gap between uncertainty and action with honesty, empathy, and clarity.
In this exclusive IKONIK Magazine founder feature, Devon shares how childhood adversity, years of working as a Red Seal Chef, and an obsession with human behavior shaped a copywriting philosophy that has helped businesses transform confusion into confidence and conversations into conversions. From rewriting websites that dramatically improved sales to proving that integrity is still a competitive advantage, his journey is a powerful reminder that the strongest brands aren't built by saying more, they're built by saying what truly matters.
For those discovering you for the first time, how would you describe Wordsmithery and the type of impact you aim to create for clients and brands?
Wordsmithery fills the gap between thought, concept and decision. You may think, "That sounds odd”. But think about it. Anytime we have made a big purchase, an important decision, or a significant change in life.
We would have seen, heard, or read something that influenced our minds' will to act. Often, Words! The right words filled the gap and answered our question. They provided a solution to our problem or a remedy for our pain. At that point, our defences dropped, or we trusted the offer enough to take action.
Your content often explores psychology, communication, and subconscious decision-making. What originally drew you toward copywriting and persuasive communication?
My mind is built to analyze and solve complex problems. My psyche stems from traumatic life experiences throughout my childhood and adult years. There were moments when I lacked the resources, time, or knowledge to understand what I was doing in ways that would allow me to avoid loss or injury. That lived experience, combined with 15 years in professional kitchens, including 7 as a Red Seal Chef, shaped my perspective. That environment trained my mind to see, understand, and solve problems efficiently before they caused damage, injury, or loss.
The awareness and inner radar I developed over time have equipped me to solve communication problems with psychological insight. Before those problems become too costly. Once I realized I could use my insight to develop a writing skill that would help people actualize their potential. And, ultimately, set me free. I had to take a fuckin swing.
In a world flooded with content, what do you think businesses misunderstand most about building genuine connections and trust with their audience?
Some businesses struggle to understand their prospects’ real pain points and roadblocks. Stronger connections occur when businesses understand how their offers solve problems and create value. Rather than trying to make a sale or sign a contract. Far too many focus on the best price, the hottest bargain, or their product's latest features and upgrades, without addressing their prospects’ pain or problem.
Marketing, copy, and communication like this won't align with the conversation in your prospect's mind. To them, it may feel disingenuous. The best way to build trust in business is with open communication. Offer honest, actionable solutions that lead to mutually desired results for all parties involved.
You’ve mentioned that words influence decisions long before people consciously realize it. How does psychology shape the way you approach messaging and brand positioning today?
Inside every person's and business prospect’s mind, a conversation is taking place. That conversation usually consists of overthinking the pain or discomfort of that person’s current situation or circumstances. Their primary focus is to stop or at least minimize their current discomfort.
Whether that discomfort is imaginary, self-induced, or the result of someone else’s actions, we just want it to stop. When an offer or product provides perceived relief, solves a problem, or improves someone’s circumstances, it puts those providing a solution in a position to win. Wordsmithery’s psychological structure offers writing that strengthens branding, marketing, and outreach, with the advantage of offering an immediate solution to a problem or someone’s suffering.
Many founders struggle to clearly communicate their value. What separates messaging that simply “sounds good” from messaging that genuinely drives trust, conversions, and long-term brand growth?
The gap! The right messaging prevents a gap, or fills that gap with a valuable solution, before fear or indecision has time to slip their sneaky, unhelpful nonsense in there. By default, I take the time necessary to understand my prospect’s needs and find the best way to help them avoid or fill their gaps. This practice provides the information necessary to formulate an actionable solution to determine what is currently filling their prospect’s gap.
Was there a specific project, client transformation, or personal moment that made you realize the deeper impact thoughtful communication can have on a business?
Yes, there certainly is. In 2024, Antonio Bobadilla, the owner of Anima Innovation, reached out for help. He was experiencing high traffic to his Juvi App website with very low conversion rates. When we sat down to look at his website together, I could tell immediately that whoever wrote it had used lazy AI prompts to structure his copy.
At that point, I needed to tell him that the average human attention span is between 3 and 5 seconds. Then I explained why this copy had such a grievous impact on his website's conversion rate. Someone had clearly written it without taking the necessary steps to understand the language and identity of Antonio’s business.
Antonio then asked me to rewrite his entire website. I agreed to do so, before clarifying whether he understood that I was only providing the written copy. What followed taught me a valuable business lesson and led to excellent results for the client.
On the morning I was going to start writing the copy, Antonio emailed me the login information for the coding website. At first, I felt confused, then it hit me: I hadn't clarified that I would only write and provide the copy for the website updates. Antonio was under the impression that I would write the copy and code it into the website.
At this point, my mind shit itself. Because I immediately realized I had to make a tough decision: contact the client and tell them I would need to charge extra, on top of the price we agreed on. Or: put on my adult pants, own the mistake, eat the loss, and figure out how to code the copy I wrote into the website and deliver Antonio a finished product. I chose the latter, charged him the same price we had previously agreed on, and didn’t say a word.
Integrity and honesty will always produce the best results. As a marketing professional and writer. My words, both written and implied, formulate the integrity and intellect behind Wordsmithery. In this example, it really paid off. Several months later, I asked Antonio whether the new copy delivered favourable results. He told me his conversion rate had increased from 2% to 8%, resulting in a 600% increase in sales and a very pleased client. Absolute home run!
Wordsmithery has worked across many different industries and with founders. What do you enjoy most about helping people better articulate their vision, value, and purpose?
My joy comes from helping people avoid shortcomings and actualize the full potential of their business and long-term influence. While solving problems for businesses, enabling them to provide top-shelf value for their clients. We write two tiers of value into reality.
Entrepreneurship can sometimes feel isolating. What role have community and surrounding yourself with ambitious people played in your own growth as a founder?
Community has played a significant role in my development as a writer and business owner. I have volunteered as a UBC health mentor to help students in the medical field. Helping them understand how to navigate the system and understand their patients better. My gym is also a major source of positive influence, accountability, and community. These four walls provide the peers and pressure necessary for meaningful growth and self-actualization. It’s fun, pain, sweat, and play all at the same time.
Another important community I'm part of is BNI Disruption, a local chapter in Vancouver. This community is a group of professionals focused on helping each other grow and improve their businesses. Being part of this chapter has added genuine value to my life and business while giving me the knowledge and contacts to continue growing and improving.
Funny side story: in Wordsmithery’s early days, I had over 3 months of nothing. No email replies, no reach-outs, no callbacks, no referrals, nothing… At one point, I actually sat with myself and seriously contemplated whether copywriting was the right choice. Then, while leaving the gym one day, I opened my truck door and hit the car next to me; the guy was sitting in his damn car, looking at me like, “WTF?” He got out of his, and I apologized and said I could connect him with someone who could fix the damage and allow him to avoid dealing with ICBC.
We met at my guy's shop a few days later, got it sorted and shook hands. A couple weeks later, Stefan invited me to a BNI chapter meeting, where he held the electrician seat. I asked what BNI was, and he told me it was an international business referral network. Seeing as I had been drowning for months, I figured, “What could I lose?” So I said sure and went.
The chapter leadership team asked if I wanted to apply for the copywriting seat, so I did. My application was successful, and Disruption offered me the Copywriting seat. I took it, and I am glad I did. If I hadn't, I wouldn't be writing responses to these interview questions.
Everything happens for a reason, even the shitty stuff.
You’re part of Internet Masterminds, a founder community centred around connection, conversations, and collaboration. How has being around other driven founders influenced your thinking, ambition, or approach to business?
Being part of Internet Masterminds has been a good decision and a valuable step toward further developing my life and business. Being in a group of other experienced professionals willing to help each other is powerful. Matt Astifan continuously goes out of his way to provide value and create opportunities for the community members. IM feels like being part of a proper community, focused on creating and sharing value.
Looking ahead, what kind of impact, legacy, or long-term vision do you hope to continue building through Wordsmithery?
Long-term, I would like to create long-term positive impacts, meaningful growth and valuable representation for every business and client I work with. The goal remains to help all clients consistently achieve the best possible results. Wordsmithery will be an authority in the Copywriting and Business Marketing spaces.
Where can people connect with you, learn more about Wordsmithery, or work with you?
Website: https://wordsmithery.ca/
Instagram: @wordsmithery__
LinkedIn: linkedin.com/in/devon-boyce-b53685266
Devon Boyce proves that behind every successful brand is a message people genuinely believe. Through Wordsmithery, he's showing founders that when communication is built on clarity, empathy, and trust, growth naturally follows. And in a world where everyone is competing for attention, that might just be the greatest advantage of all.
Produced as part of IKONIK Magazine's editorial partnership with Internet Masterminds.
Website: https://wordsmithery.ca/
Instagram: @wordsmithery__
LinkedIn: linkedin.com/in/devon-boyce-b53685266
