Ange Dove: From Scratch to Singapore’s First Copywriting Agency

When Ange Dove swapped the security of a teaching career for the uncertainty of entrepreneurship—with two toddlers at home—many thought she was taking a reckless leap. But what began with a home computer and a dream quickly grew into Proof Perfect, Singapore’s first dedicated copywriting agency. Two decades later, Ange has built more than a business—she’s shaped an industry, helped countless clients find their voice, and proven that freedom, family, and thriving work can coexist.

“I wanted freedom in my life, so I built a business that let me be present for my toddlers.”

What made you take the leap from a secure job to starting Proof Perfect with two little kids at home?

I wanted freedom, not just in my schedule but in my life. I loved teaching, but I was missing family moments, especially with my toddlers who were changing every day, and the chance to design a life on my terms. When I got my first home computer, a whole new world opened up. I realized I could use my love of writing to work from home and still contribute financially. I could create a future where my time was my own, and my kids could see me building something from scratch.

When you first started, what was the hardest part of running your own business?

Everything! I had no idea how to price my work, negotiate terms, manage accounts, market myself, or even send a proper invoice. It was a steep learning curve, and I made plenty of mistakes. But I learned quickly that every challenge is just a system waiting to be built. That mindset  to figure things out, create a process, and keep improving, is what has allowed Proof Perfect to thrive for over two decades, even in the face of AI writing tools!

How did your background in teaching help you in copywriting and coaching?

Teaching taught me how to make complex ideas simple, and that’s exactly what great copywriting is. It’s also what coaching is about, breaking down big goals into small, achievable steps and cheering people on as they get results. My classroom days taught me how to listen, how to encourage, and how to meet people where they are, which is exactly what I do with my clients.

What inspired you to start Singapore’s first dedicated copywriting agency?

When I first arrived in Singapore, I noticed that copywriting was treated as an afterthought. Designers often wrote the copy themselves or left it to the clients. I saw a gap in the market for a business that focused solely on words, and I knew I could fill it. Proof Perfect was born out of the belief that the right words can completely transform a business, and we’ve been proving that ever since.

Over the years, what has been your proudest moment with Proof Perfect?

It’s hard to choose one, but I think it’s the longevity of the business. Staying relevant for more than 20 years in a constantly changing market is no small feat. And nothing beats seeing our clients go from struggling to thriving. One of my favourite stories is of a client who left corporate life, started his own business, and is now negotiating million-dollar deals. Moments like that remind me why I do what I do.

Can you tell us a bit about your BrandYOU Authority Amplifier™ program and how it helps people stand out?

Absolutely. BrandYOU Authority Amplifier™ is a six-pillar program that takes people from being invisible to being influential. We work on everything from clarifying their message to creating their content strategy, polishing their presentation skills, publishing their ideas, and amplifying their reach so they become recognised thought leaders. We help them build real authority that attracts opportunities.

What’s the biggest mistake people make when building their personal brand?

They try to be everything to everyone. They think a personal brand means a polished image and endless posts on social media. In reality, a strong personal brand is about clarity, knowing who you are, what you stand for and who you serve. Once you have that, everything else falls into place.

How do you help clients turn their knowledge and skills into influence?

I give them a framework and a platform. First, we extract their expertise and package it in a way that’s clear, compelling, and relevant to their audience. Then we work on getting that message out through the right channels, whether that’s LinkedIn, speaking, writing, or media appearances, so they’re seen by the right people.

Outside work, how do music, travel, or family time inspire you?

Music keeps me creative. I play the saxophone, and I’m a huge Alice Cooper fan, so music is where I recharge and get ideas. Travel reminds me that there are many ways to see the world, which keeps my perspective fresh. And family is my why. They’re the reason I built a business that gave me freedom in the first place.

What advice would you give to someone who wants to build a business around their lifestyle?

Start with the end in mind. Decide what kind of life you want first, then build the business to support it, not the other way around. Get clear on your message, set up systems early (crucial), and don’t be afraid to invest in coaching or mentorship to shortcut your learning curve. Most importantly, be patient and persistent, and know your worth and how special a gift you have. The freedom is worth the focused work it will take. But if you want it badly enough, you can have it.