Case Study: How We Revitalised Holiday Lifestyle’s Brand

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Holiday Lifestyle is a brand I worked on as copywriter and digital strategist, developing the brand guidelines, Messenger chatbot, and audience avatars (in conjunction with Web123). Let's break down each element of the project to revive the brand.   Old logo This old logo was tired, dated, and corporate. Holiday Lifestyle's Brand Problems 1. "CHEESY" BRANDING As a retirement village brand, Holiday Lifestyle had old, 90s-inspired branding that look tired. 2. UNKNOWN IDEAL CLIENT AVATARS The messaging to their ideal clients wasn't consistent as[...]


Want to Land More Clients Than You Can Handle? Read This First

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Working out your target markets and understanding your ideal client is one of THE most important steps of running a successful business. You’ll go around in circles if you don’t work this out. You gotta get all your ducks in a row. 😉 Why do I need to do this now? You need to do this now if: ⚠️ If you are tired of the not-knowing and second guessing every time you think about how to reach your target audience, or… ⚠️ If you’re about to take the plunge and start a brand-new business and you want a shortcut to success… You shoul[...]


7 Effective Pitching Tips to Land Your First Byline

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Looking to land your first byline as a writer? Let me unlock my vault of tips to help you get your name published. A few years ago, I was asked to be part of a program through a local government initiative as a mentor helping an aspiring journalist with all facets of the media biz. One specific query that comes up time and time again is how to pitch as a freelancer to editors of publications. I have written for Rolling Stone, Australian Penthouse and FHM Australia (as a freelance contributor for each), and I also dealt with freelance inquiries[...]


Nobody’s Buying Influencers Right Now. Not Even Brands. So Is It Time For Them to Step Up or Step Off?

a woman standing in the middle of an empty road in a desert

Is there anything more infuriating right now than seeing an influencer parading around their ultra-chic apartment whining about quarantine, or decluttering their already Instagram-worthy wardrobe? If I see one more video of influencers baking banana bread or sharing their online beauty or clothing haul, I’m going to flip a table. It isn’t only vapid, devoid of any sense of reality, but it’s also tone deaf. (Did I mention it’s also boring?) But that begs the questions, what, if anything, other than an opinion, and thousands of followers, did[...]


How The World Embraced Chat Marketing During COVID-19 (And Why You Should Pay Attention)

a robotic android illustration

When the pandemic hit and the majority of the world was forced into lockdown, more and more people turned to messaging apps and video calls to stay connected. This meant more people were on Facebook, Instagram and WhatsApp, and businesses, organisations and governments embraced chat marketing and chatbots to deliver accurate, timely and important information to their citizens or customers. Here’s how the world is adopting chatbots and chat marketing during this time. The Stats on Facebook, Messenger & WhatsApp Usage During COVID-19 Facebook s[...]


5 Things You Can Do To Prepare & Upskill In The Wake Of Unspeakable Change

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Wow. I don’t have to say it, but we are all feeling it right now. I keep asking myself, “How did we get here?” Like everyone right now, I understand that everything is scary, challenging and uncertain. Trust me, I am right there with you. With everything changing so rapidly and so many people feeling displaced and scared, I want to share some of things I’ve found that can help you prepare what is likely to happen after the quarantine is lifted. Businesses will change. Life will change. How we interact with each other will change. S[...]


How Your Business Can Adapt (And Thrive) During Challenging Times

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This article originally appeared on As I type this, my state of Victoria, Australia, is preparing to go into lockdown in 48 hours to stop the spread of coronavirus (yes, I’m also tired of typing and seeing that word as much as you). In fact, in just the first 78 days of 2020, the Victorian Premier has declared a state of emergency for my state twice — one for the bushfire crisis, now a second one for this pandemic. When the fires were finally under control (after some parts of the country experienced flash flooding), we were[...]


Beauty Ads Blacklisted? The Surprising Copywriting Secrets That Facebook Ads Don’t Want You To Know

a hand with a pink lotion poured on it

If you’re running ads for a beauty salon, cosmetic surgeon or medi-spa, you know how tricky it can be to run Facebook ads policies when it comes to ad approval. You’re not allowed to call out personal attributes and you’re also not allowed to show too much skin in the ads. As a refresher, personal attributes, according to Facebook’s Ad Policies, are “direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (inc[...]


The Powerful Facebook Messenger Formula That Generated 625 Leads & Boosted This Education Institute’s ROI by Over 25%

a boy holding a book open and looked surprised

One day, I received a LinkedIn message from the managing director of an education institute in Melbourne. He and his sales team were frustrated by the inability to translate their leads into sales, and they also were wasting a lot of time qualifying leads. I feel you, buddy, I thought. So we jumped on a call and they let me know what was going on behind the scenes. One of their courses, Teaching English to Speakers of Other Languages (TESOL for short), was a course they would promote, but often they didn’t know if the leads were ready to enrol now[...]


3 Reasons Why Your Business Needs a Facebook Messenger Chatbot

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“Technology doesn’t care — technology will keep advancing until the robots kill all of us.” — Gary Vaynerchuk, National Achievers Congress, Melbourne, August 2019 You know, Gary is right in some ways. Maybe the robots will kill us all (eventually in some dystopian future) but also, robots ﹘ actually, chatbots ﹘ are create massive opportunities for all businesses (including tiny startups and work-from-home side hustles). How do Facebook Messenger chatbots help businesses? In three ways: Sales Marketing Operat[...]