Every word counts
Think about the last conversation you had with a brand.
You might have scanned an email. Winced at an invoice. Or browsed web copy. But that interaction shapes what you think about that brand.
Never mind that expensive TV ad if the website is dull and clunky. It all matters. Every single word. And it should matter to you too.
They hired me
They briefed me
If you're a donor, my copy has already triggered your altruistic impulses.
Creative concepts and copywriting
The million dollar word
Retention program
Reducing roadkill
Fundraising
Boosting exports
Try before you buy
Acquisition program
Workshops on writing more effectively
Building loyalty, one fan at a time
Membership renewal
What skills do you need?
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Articles and blogs
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Brand voice
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Brochures, fact sheets and flyers
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Chat bot
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Concepts
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Copywriting - results driven
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Creative strategy
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CRM - acquisition, engagement, retention and reactivation
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Cross-channel content
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Editing and proofreading
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Emails, push notifications, in-app messaging and direct mail
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Explainer video scripts
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Grant applications and award entries
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Print, radio, TV and digital ads
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SEO copy
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Social media posts
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Testing - using performance data and insights to refine messaging
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Web copy and content
CV
Tracy Richardson
Current
Award winning senior copywriter, consultant
Communication Adviser, ABC
2018-2020
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Created a bespoke in-house training program to help people write more effectively
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Re-wrote and updated intranet and website content.
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Wrote emails, newsletters and managed internal comms across ABC News, Television, Radio and Sport for 4,000 employees across 65 regional centres.
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Wrote emails, speeches and internal comms for CEO, Michelle Guthrie.
Creative Digital Lead, The Works
2016-2018
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Lead writer on all digital customer engagement programs for Optus. This included onboarding, retention, cross-sell and upsell programs.
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Devised and wrote the Panadol Chat Bot
Pre 2018
Senior copywriter, consultant
Creative Director, Clemenger BBDO Direct, Sydney
Associate Creative Director, Ogilvy and Mather, Sydney
Senior copywriter, Group Head, Brann, UK
Awards
Echo Awards (USA) Mercedes Benz, American Express, Fuji Xerox
Federation of European Direct Marketing Royal Bank of Scotland
Money Marketing Financial Services Awards UK, Royal Bank of Scotland
Tourism Minister’s Award, ADMA Multi Media Award American Express
Caples Award, USA Mercedes Benz
Plain English Writing Award (yes they give you an award for this)
ADMA Grand Prix Award Sydney Swans
IMA Interactive and Media Awards Commonwealth Bank
AIMIA, Best Financial Services Website Commonwealth Bank
B&T Awards, CX Agency of the Year The Works