I wrangle words (so you don’t have to). No more tears. No more fears. No more wasting your time and energy struggling to hit the sweet spot with your brand/business copy. That’s where I step in. (Truly, I see myself swooping in wearing a cape, but let’s keep it real.) As a professional freelance copywriter,…
What if … you used plain English?
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….
5 sure-fire tips for writing accessible copy
by Sheryl Allen (Photo by Fabian Irsara on Unsplash) What is accessible copy? In an ideal world, everyone – including people with disabilities – can view, understand and interact with your content, both online and offline. If so, you’ve created accessible content. Go you! You might already know what accessible content looks like (think: colour…
Victoria Cabin, Caravan & Camping Guide 2023 for VICParks
Agency client: Frank Lane Branding & Design End client: VICParks (Victorian Caravan Parks Association) Brief: Refresh and rewrite editorial for 64-page Victoria Cabin, Caravan and Camping Guide. Focus on the Victorian tourism regions and convey the personality and highlights of each in engaging and persuasive copy. Research and develop ‘Five Faves’ for each region: key…
Media Kit 2023 for Great Southern Touring Route
Agency client: Frank Lane Design and Branding End client: Great Southern Touring Route (GSTR) — Australia’s great road trip Brief: Content writing for 18-page media kit to encourage media take-up of stories/exposure for products/experiences on and around the GSTR. Includes copy for 3 x intro sections and 8 x themed pages exploring ‘kickstarter’ story ideas…
25th Anniversary Book for Corangamite CMA (proofreading)
Agency client: Frank Lane Design & Branding Agency End client: Corangamite Catchment Management Authority (CMA) Photo credit: Frank Lane Design & Branding Agency Brief: Review and proofread 67,000-word draft for ‘coffee table’ style book celebrating 25 years operation of the CMA. Provide manual proofreading mark-ups and comments on printed version of book draft/design, focusing on…
Web content for Bronzium spray tan studio
Agency client: Paul Kelly Creative End client: Bronzium spray tan studio Brief: Develop content for new website for Bronzium, the Surfcoast’s first 24/7 automated spray tan studio. Edit partial client-supplied copy draft and create new sections, to deliver a consistent brand voice across the site. Focused on the USP of simple, safe, natural and showcased…
Great Ocean Road Travel Planner 2023
Agency client: Frank Lane Design and Branding End client: Great Ocean Road Regional Travel (GORRT) Brief: Develop content for 68-page A5 travel guide, distilling the broader Great Ocean Road brand along with multiple individual destination brands, each with their own brand toolkit and defined personality. Create aspirational and engaging intro copy for themed sections plus…
Natural Resource Management Plan 2022-27 for Corangamite CMA (proofreading)
Agency client: Frank Lane Design and Branding End client: Corangamite Catchment Management Authority (CMA) Brief: Review 31,000-word copy draft of Natural Resource Management Plan 2022-27 and provide proofreading mark-ups and suggestions focused on consistency, spelling, grammar, punctuation, capitalisation and formatting. Content was technical and dense, with much of it presented in tables. Finished report spanned…
Web content for Geelong Disabled People’s Industries (GDP)
Agency client: Paul Kelly Creative End client: Geelong Disabled People’s Industries (GDP) Brief: Develop fresh web content for this NFP, shifting focus to the ‘why’: providing meaningful work for people with special needs. Interview GM to gain insights, rewrite existing pages and create new, compelling content for Employment page. Use clear, accessible language.
Guide to Camps 2023
Agency client: Frank Lane Design and Branding End client: Australian Camps Association Medium: Print (68-page booklet) Brief: Develop engaging sub-head, qualifier and brief descriptive intro copy for each Australian state evoking a sense of excitement that ‘camps are back’ while conveying a snapshot of each state’s personality and offerings. Make it aspirational and fun.
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.
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