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client
work
01
The e-book
Client: BuyMyPlace
Sector: Property/finance
The brief
Private property selling platform buyMyplace needed a compelling way of conveying to potential customers how easy and affordable it is to sell your own home.
The result
A tautly written e-book as a downloadable pop-up on the buyMyplace site that described, in steps, the process of selling your home privately — from listing and hosting house inspections to signing contracts. Leads from the eBook generated about 25 per cent of new listings for buyMyplace. As a result, I was also engaged to re-write the website copy to bring it in line with new branding and update messaging.
02
The website re-write
Client: Accordius
Sector: Financial services
The brief
Personal investment management firm Accordius had a great reputation and loyal client list, but their website did not speak to their strengths or highlight their expertise.
The result
A revamped online presence that positions the firm within the KordaMentha stable, but highlights their customer-focus and small-team approach. The new website builds authority by showcasing what makes them unique, while building authority.
03
The interview with Seth Godin
Client: CPA Australia (INTHEBLACK)
Sector: Financial services
The brief
CPA Australia had secured the speaking talents of marketing guru Seth Godin and needed to share his insights with members ahead of the conference.
The result
I interviewed Seth Godin and wrote a 1000-word article that outlined his advice for finance professionals and CPAs on how to be more creative, more productive and more engaged at work. The story was shared widely on social media channels.
04
Case studies
Client: The Life Coaching College
Sector: Health and wellbeing
The brief
The Life Coaching College is well regarded by its satisfied graduates and needed a way to highlight their highly professional approach and success rate through the stories of their students.
The result
A series of interview-based blogs (ongoing) that delve into the back stories of current students and recent graduates, outlining the life experiences that led them to decide to become coaches. This growing compendium of case studies, shared on social media and on the college’s site, act as success stories and vital social proof.
05
Case studies
Client: MedAdvisor
Sector: Health and medical
The brief
Medication management platform, MedAdvisor, needed a way to humanise their brand, and increase knowledge (and therefore sign-ups) of their app.
The result
A two-year series of blog posts, in which I interviewed MedAdvisor customers and highlighted their stories of endurance and the way medication — and MedAdvisor — has shaped their life for the better. The reader was led into the piece with headlines that spoke to them rather than a business audience. Stories were shared across the website and social media, thereby enhancing the MedAdvisor community connection. MedAdvisor is one of the fastest-growing health tech companies in Australia.
06
Ghost-writing
Client: Michael Yardney
Sector: Business and financial services
The brief
Property expert Michael Yardney, of Metropole Property, required a journalist to write punchy and informative blogs to communicate with loyal readers of his site.
The result
Over a number of years, I devised and wrote a series of Michael Yardney’s blogs on property and the psychology of success. I also helped Michael polish his latest book, ‘Negotiate, Influence, Persuade.’ The blogs were a huge success with readers and helped propel Michael to the top of the list of the leading property blogs in the world.
07
The newsletter copy
Client: St Vincent’s Institute
Sector: Health and medical
The brief
St Vincent’s Institute of Medical Research is the recipient of numerous bequests and needed a compelling way to tell their donors’ stories and their motivations for giving.
The result
I interviewed a number of donors, many of whom enjoyed a long-standing connection to St Vincent’s Hospital, and wrote a series of case studies about why they wanted to leave a bequest, the importance of medical research and why scientists need our support — now more than ever
08
Personal finance articles
Client: MLC for SBP agency
Sector: Business and financial services
The brief
Content that addresses business succession myths and misconceptions among small business clients by communicating the importance of being pro-active.
The result
Targetted, research-heavy and SEO friendly articles that highlight the immediate steps small business owners can take to plan for their succession, thereby building trust in MLC’s dedicated team of advisors.
09
Reportage
Client: Chartered Accounts (Acuity)
Sector: Finance, professional services
The brief
Analysis, interview and reportage of CA ANZ’s 2021 Remuneration Report for Acuity magazine
The result
A series of reports fleshing out the key insights from the 2021 CA Remuneration Report, which revealed great gains for wages, but a worrying growth in the gender pay gap.
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