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One of the cardinal rules of copywriting is 'show don’t tell'

 

That's true whether you’re writing a brand story, tender or website. So instead of me telling you about my work, have a look for yourself. Below, there are samples of my brand, marketing, feature article writing and editing work.

 

The lists below represent a small portion of past projects.

 

However, if you're short on time, there's also a quick summary of my work on my Contently storyboard - just click on the image below, for a little side trip...

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Or, if you don't see a sample relevant to your own project request, feel free to contact me and I’ll privately send you suitable samples that are available (i.e not ghostwritten or under non-disclosure agreements).

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MAVERICK GROUP OF COMPANIES: Strategic Brand Messaging, Narrative & Tone-of-Voice Creation, Brand Story Creation, Website, Credentials Doc, Case Studies

DATA SERVICES

Datisan is a next-gen data services company who unlocks and reshapes your marketing data to reveal hidden possibilities and open new opportunities to improve your customers’ experiences.

 

  • Strategic Brand Messaging Framework
  • Brand Narrative Platform
  • Tone-of-Voice Creation and Usage
  • Brand Story Creation
  • Pitch Statement
  • Website
  • Capability Statement
  • About copy
  • Content

 

DATA-DRIVEN MARKETING AGENCY

Traffika is a data-driven marketing agency who consults and works to give meaning to the patterns in a brand's marketing data and drive their marketing ROI.

 

  • Strategic Brand Messaging Framework
  • Brand Narrative Platform
  • Tone-of-Voice Creation and Usage
  • Brand Story Creation
  • Pitch Statement
  • Website
  • Capability Statement
  • About copy
  • Content

TANDEM CORP: Strategic Messaging, Tone-of-Voice, Website, Brand Book, Employee Value Proposition Materials, Capability Statement, Exec Bios, Rebrand Materials

WORKFORCE AGGREGATOR

ISGM had become a $500m turnover company, but had zero brand awareness. The company was rebranded as Tandem Corp, to better depict its client-service relationship.

 

  • Strategic Brand Messaging Framework
  • Brand Narrative Platform
  • Brand Tone-of-Voice Creation and Usage
  • Brand Story Creation
  • Pitch Statement
  • Brand Book
  • Website
  • Capability Statement
  • About copy
  • The Employee On-boarding and Subcontractor Handbook
  • Tandem Board and Executive Team Bios x 25+

TECALA: Strategic Brand Messaging, Narrative & Tone-of-Voice Guidelines, Brand Story Creation

IT & CLOUD SERVICES

Tecala is an Australian tech service provider to progressive companies. As their strategic IT partner, they make leading edge technologies and services accessible – helping their business to scale faster.

 

  • Strategic Brand Messaging Framework
  • Brand Narrative Platform
  • Tone-of-Voice Guidelines and Usage
  • Brand Story Creation
  • Pitch Statement
  • About copy

BILLZY: Strategic Brand Messaging, Narrative & Tone-of-Voice, Brand Story Creation, Sales Materials, Pitch Decks, Content

FIN TECH

Billzy is the smart way to pay bills, invoice work and grow your cash flow. The Billzy Intelligent Invoice revolutionises your business processes, by connecting all your money tools in one secure place – so there’s no need to switch between payment platforms and programs. That produces a business life that’s simpler, speedier and more productive.

 

  • Strategic Brand Messaging Framework
  • Brand Narrative Platform
  • Tone-of-Voice Guidelines and Usage
  • Brand Story Creation
  • Pitch Statement
  • About copy
  • Credentials/Sales Document
  • Pitch Decks
  • Sales Flyers
 

BRANDING GUEST ARTICLES & POSTS: Published under own name

Series of three Branding articles published on Community Services Industry Alliance (CSIA):

April 2017 - Batman Branding for Remarkable NFPs - Part 3: Evolving Your NFP Brand? Build Your Brand Mythos

March 2017 - Batman Branding for Remarkable NFPs - Part 2: Know What’s at Risk for Your NFP Customers

February 2017 - Batman Branding for Remarkable NFPs - Part 1: Rediscovering the WHY of Your NFP Brand

RED BALLOON BLOG POSTS: Published under own name

B2B POSTS:

RedBalloon - Suite of twelve B2B articles across three topics

Recognition & Rewards:

3 simple secrets to tapping the power of your people

Make their day by building recognition into every day

The eyes have it: purpose and passion deepen culture

Want your workplace reward programs to work? Build them around moments, not things

Incentives and Referrals:

Chasing more? Link your people with their passions

3 simple ways to establish a culture of giving

3 playful ways small scale giving=big people impact

4 ways curiosity encourages a culture of innovation

Team Building:

Team Building: Cook the books this end of financial year

3 team building ideas that take the action offsite

Escape the humdrum & build memorable team activities

5 sailing essentials for successful teamwork

 

The SALES CATALYST - Monthly B2B (Sales) posts, 2012-2014

WORD SWORDS - Regular blog posts

 

GUEST POSTS:

Write To Done - Guest post: Why Copying Inspires Creativity August 2011

Judy Lee Dunn (formerly Cat's Eye Writer) - Guest post: Zombie Blogs: How Dead Ideas Walk Among Us September 2012. Ranked in Top 10 blog posts of 2012 for the site. Ranking plotted on the more important reader behaviours: pageviews, unique page views, unique visitors, social shares and average time on page.

For Bloggers By Bloggers - Guest posts: The Zen of blogging: 10 ways to simplify your struggle for mastery August 2012, The Pasta Lover's Guide to Blogging November 2012

Mouths of Mums - Guest Post Series: Mummy Blogging 101: Try it, it’s addictive 2012,  Mummy Blogging 101: 5 fundamentals of setting up house 2012, Mummy Blogging 101: Getting your writing mojo on 2012, Mummy Blogging 101: Write a blog post that stinks ... 2012, Mummy Blogging 101: 5 free image sites to help tell your story, legally! 2012, Mummy Blogging 101: The ABC's of writing a blog post 2012, Mummy Blogging 101: Steal time from your BFF [or anyone] 2012, Mummy Blogging 101: 21 ways that you’re not starting 2013,

GHOST WRITING: Articles (print and digital), Blog Posts, Books - Published under client's name

Series of articles on The Science of Female Shopping - ghostwritten for a client - The SALES CATALYST - and published in Professional Beauty Magazine (Australia):

May/Jun 2018 - What Does She Want From Your Product: Creating products, service and spaces with a more female focus

Mar/Apr 2018 - Why She Buys the Way She Buys: The female purchasing pattern looks different to a man’s

Jan/Feb 2018 - The Many Minds of Eve: Females think and buy, differently than men

Page 1-2     Page 3-4

Nov/Dec 2017 - ‘She’ Means Business: The purchasing power of the female economy

Sept/Oct 2017 - The Story of Our ‘Stuff.’ How we bought our way into consumerism

Article ghostwritten for a client - The SALES CATALYST - and published in Hair Biz Magazine (Australia):

May 2017 - Building Business With Storytelling

Series of six Generational Marketing articles, ghostwritten for a client - The SALES CATALYST - and published in Professional Beauty Magazine (Australia):

Jul/Aug 21017 - Gen C: The Generational Marketing Hybrid

May/June 2017 - Are You Gen Z Ready?

Mar/Apr 2017 - The Millennial Motherlode: Gen Y are the new money-makers

Jan/Feb 2017 - Are You Tapping Into the X Factor? Why Generation X are the silent powerhouses

Nov/Dec 2016 - Back to the Boomers: Why going back in time is still a goldmine

Sept/Oct 2016 - M&M Marketing: Which generation are you targeting?

Series of three Luxury Branding articles, ghostwritten for a client - The SALES CATALYST - and published in Professional Beauty Magazine (Australia):

May/June 2016 - Undressing Victoria: Trading up to create a New Luxury Brand

Mar/Apr 2016 - Luxury Branding and the Macaron Effect: Why we covet luxury and the way it makes us feel

Jan/Feb 2016 - History, Hallmarks and Habits of Luxury Brands: The iconic markings of great luxury brands

Numerous branding articles, ghostwritten for a client - The SALES CATALYST - and published in Professional Beauty Magazine (Australia):

Nov/Dec 2015 - The Swift Method of Brand Domination: How delight and surprise builds brand-fan loyalty

Jul/Aug 2015 - What’s Baked into Your Brand? Is it FAB?

May/Jun 2015 - If Your Build Your Brand, Will They Come? Ask AIDA...

Series of seven branding articles, ghostwritten for a client - The SALES CATALYST - and published in Professional Beauty Magazine (Australia):

Mar/Apr 2015 - Brand Bling in a Blue Box: How an iconic brand delivers its promise

Jan/Feb 2015 - What Was Willy Wonka's Secret? How genius brands harness passion and people

Nov/Dec 2014 - Got Junk in Your Trunk? Why brands need push, pull and proof to make it big

Sept/Oct 2014 - Friends or Soul-mates? Finding your perfect brand partner

Jul/Aug 2014 - The Price of a Cup: How emotionomics - not just economics - drives brand choice

May/Jun 2014 - The LBD of Branding:Packaging that walks your talk

Mar/Apr 2014 - Brand Demand:Creating the Holy Grail

Articles ghostwritten for a client - The SALES CATALYST - and published in Hair Biz Magazine (Australia):

Sept 2016 - Put down the purse: pick up an experience: Why does a customer’s experience with you, mean so much?

May 2016 - Be a beekeeper not a zookeeper. Who, what, when, where and why do your customers buzz?

Jan 2016 - Bringing Smiles Back to Salons. Do you have a service culture of ‘Yes’ in your salon?

Nov 2015 - Conquering Client Conversations. Are you asking the right questions?

Sept 2015 - Apple or pear shaped profits? Three ways your profits can give juicy returns…

Mar 2015 - What Price is Your Legacy? How one man’s dream drove a suburb to increase its value

Nov 2014 - Are Your Clients Sticky?

Mar 2015 - What Price is Your Legacy? How one man’s dream drove a suburb to increase its value

BRAND JOURNALISM: Custom Magazines, Newsletters (internal, external, pixel, print)

Custom Magazines

The Kronicle - Kennards Hire

28 page, A3, 4-colour magazine, printed quarterly. Contracted as the Managing Editor & Brand Journalist for the internal (culture) publication - The Kronicle.
This custom magazine cultivates and reinforces the company culture as well as sharing company, people and customer stories.

Brand Relaunch Materials

Relaunch/update of Expertise Events branding. Encompassed relaunch brochure and entire suite of logo, corporate stationery and style guidelines.

Print Postcards & E-Newsletters

The SALES CATALYST- Insights from the Field Postcard Series (print) and E-Newsletters

UltraFIT Magazine & Accelerate Magazine (Jetts Fitness)

Senior Editor & writer for UltraFIT magazine (bimonthly) 2010-2011. This national (print) magazine targeted personal trainers, fitness instructors and the fitness industry.

The magazine also produced a custom (white label) magazine, Accelerate, for all Jetts Fitness Centres.

 

PRINT MAGAZINE ARTICLES: Published under own name

Senior Editor and Writer for UltraFIT Magazine:

UltraFIT  - May/June 2011 - 5 Tibetan Rites

UltraFIT  - Mar/Apr 2011 - Excessive Blogging Disorder

UltraFIT  - Jan/Feb 2011 - Profile/Feature Story - Felicity Abram

UltraFIT  – Nov/Dec 2010 - The Reebok Journey

UltraFIT  - Nov/Dec 2010 - 26 Fashion Statements

WEBSITES: Various industries and niches

Data Services: Datisan - Strategic Brand Messaging Framework, Brand Narrative Platform, Tone-of-Voice Definition, Copywriting content, Brand Story creation

Data-Driven Marketing Agency: Traffika - Strategic Brand Messaging Framework, Brand Narrative Platform, Tone-of-Voice Definition, Copywriting content, Brand Story creation

Health Practitioner: Tyack Health - Copywriting content, practitioner bio/profiles, brand story creation

Workforce Aggregator: Tandem Corp - Copywriting content, positioning, brand story creation

SAS/Start-up: Doctrail - Copywriting content, positioning, brand story creation

Hire Industry: Kennards Hire - copywriting content, scoping (corporate pages) site plan

Real Estate: Shead Property - Copywriting content, positioning, brand story creation

Bridal: Ribbons Bridal & Couture - Copywriting of all content

Home Automation: Intelligent Control Systems - Copywriting of all content

Sales Training & Business Coaching: The SALES CATALYST - Positioning, copywriting of all content, scoping of site requirements, site map design and WordPress updating

Removalist: Be There Removals - Tagline, positioning, copywriting of all content, scoping of site requirements, site map design

Accounting and Bookkeeping: S&E Business Services - Copywriting of all content

Writing: WORD SWORDS - I designed my own site map, created, wrote and posted all the content (so I'm also a bit handy at updating web content and blogs on WordPress)

Exhibitions & Events: Expertise Events - 2008 - Part of corporate rebranding and repositioning: Original site map design/creation and copywriting of all corporate content; numerous recent updates excluded

EDITING, COPY EDITING, PROOF READING

The Kronicle - Qtrly internal print publication, Kennards Hire

UltraFIT Magazine - Senior Editor, Copy Editor & Proofing/All issues from 2010-2011 - View Cover

Oxygen Magazine - Copy Editor & Proofing  - View cover

Fat Loss Special Magazine - Copy Editor & Proofing/Annual Issue Sept 2010 - View Cover

Arnold Collector's Edition - Copy Editor & Proofing/Nov 2010 - View Cover

AWARD SUBMISSIONS: Published under client's name

NZ Hire Industry Award - Gold Hire Excellence Award

 

Winning submission - July 2017

The Kennards Hire Hamilton Branch won the prestigious Hire Industry Association of New Zealand (HIANZ) Gold Hire Excellence Award, within a little over a year of opening.

With a near perfect total score of 94.3%, the branch was commended by the HIANZ for delivering a strong commitment to their work, exceptional customer service, prominent branding, operational efficiency and adhering to industry best practices.

 

Kennard Family -  2014 Distinguished Family Business Australia Award

 

Winning submission - August 2014

Lauded by the judges as being ‘the best’ submission they’d ever seen

The submission was planned, researched, written, edited and proofed

David Green, a partner at Deloitte and one of the three independent judges, didn’t hesitate in saying “The submission was first class – there’s no question. It was very engaging, very extensive and demonstrably assisted the judges in understanding the Kennard story.”

 

TENDERS: Confidentiality agreements apply

Metro Bussing Services Tender (2014): Transdev NSW - Tender Writing - specifically the Business Plan component

Energy Australia Network Transmission Alliance (2010) : Conneq Alliance - CV Writing

Regional Rail Link (RRL) Project WP-E EOI (2010): John Holland - CV Writing

Perth City Link Rail (2010): John Holland & GHD - CV Writing

SALES MATERIALS

World Dog Games - Sales Brochure 2008

Gardening Australia Expo - Sales Brochure 2007

IntoPrint - Brochure 2009

Music Expo - Sales Brochure 2008

ANNUAL REPORTS

House With No Steps - Annual Review 2009.

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