by Sheryl Allen I bang on a lot about the value of plain English. I’m a true champion of simple, accessible language. It’s my favourite way to create feel-good copy that does the job it’s designed to do. What’s plain English? It’s about using language your audience can understand the first time they read it….
Tag: copywriting melbourne
Web Content for Geelong Golf Studio
Agency client: Paul Kelly Creative End client: Geelong Golf Studio Medium: Online website Brief: Develop content for Geelong’s first 24/7 indoor golf simulation centre. Focus on benefits of anytime access, ‘golf on your terms’, all-weather play and membership perks.
Business Events Victoria Planner’s Guide 2023
Agency client: Frank Lane Design and Branding End-client: Business Events Victoria Medium: Print (68-page booklet) Brief: Develop new editorial content to welcome and entice event planners back to regional Victoria post-COVID, using the theme Let’s meet again. Aspirational yet detailed enough to promote potential venues, activities and experiences on offer. Included intro copy and descriptor…
Interpretive signage at Tamar River, Tasmania
Lead end client: NRM North, Launceston, Tasmania Client agency: Challis Design Brief: Development of engaging and educational content for series of six interpretive signage nodes located along the Tamar River foreshore at Launceston, Tasmania. Development of theming outline (exploration of the river, port heritage, recreation, natural values, industry, flooding, siltation/sedimentation, biodiversity, flora, fauna, Indigenous heritage,…
Interpretive signage at Old Castlemaine Gaol
End client: Old Castlemaine Gaol Agency client: Challis Design Brief: Development of engaging content for series of interpretive exhibition signs. Prepare outline of prepared signs, research under themes including law and order during the Gold Rush, early prison management systems, people who lived at the gaol, day in the life of a prisoner, hanging heritage…
Web content, bio’s for Bell Group Accounting
Client: Bell Group Accounting Agency: One Rabbit Medium: Website Brief: Work with agency team and client to fine-tune web content focussed on lead generation and positioning as specialist accountants and advisors for property investors, developers and building trades, plus development of 3 x team profiles. Required team member interviews, liaison with web development team, copy-editing and shaping of existing content, natural…
Great Ocean Road Touring Map
End client: Great Ocean Road Regional Tourism Client Agency: GSDM Marketing Medium: printed accordion fold touring map including editorial, map and promotional ads. Brief: As a companion to the Great Ocean Road Travel Planner, the map delivers inspirational editorial about the region through key themes of welcome, food + wine, natural attractions, great outdoors, arts, history and more. Limited word count….
propertymark magazine: 60-plus articles for Landmark Harcourts
Client: Landmark Harcourts, a national real estate brand Medium: property mark, a national print magazine, circulation 25,000 print subscribers + 25,000 digital Brief: 2-3 articles (500-1200 words each) per bi-monthly edition, based on general interest topics with particular focus on rural and regional issues and personalities; requiring development of editorial calendar together with CEO + marketing team in Australia…
Superb verbs: what “doing” words do for your copywriting
Some days I’d surrender my first-born for a superb verb. Clever verbs trump nouns or adjectives any day. They overshadow pronouns and decimate adverbs (absolutely). A verb can tell your audience so much more than a string of wimpy, overused adjectives. Used well, they paint masterful word-pictures and require minimal punctuation so are less likely…
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