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Leading with the deep benefits

Below is a selection of some of my content writing and copywriting work.

To see my creative direction projects, see here.

Print, TV and Radio ad campaign.

Print, TV and radio ad campaign

Laser Eye Surgery Campaign.jpg

The challenge.

My eye clinic client wanted to communicate with its potential eye surgery audience. They knew this target audience was well-informed, financially comfortable, and already considering the surgery - but had yet to take the next steps. The client commissioned me to write a campaign encouraging these people to take the plunge and have the surgery.

The solution.

I could have gone the obvious route (like the client's competition was doing). They provided clinical medical reassurance to allay fears about what could happen if the surgery went wrong. However, my research confirmed that although people were marginally concerned about this issue, that wasn't the whole story. There was a profound benefit to consider, and it far outweighed any worries about the technical side of the surgery.


I learned that glasses-wearers yearned for the ease of not dealing with the hassle of glasses! Several mentioned the fantasy of being in the rain without fogging their glasses. Instead of copying the competition, I delivered a concept that played on the life-changing benefits of seeing without the hassle of glasses.

The evocative image of the woman standing in the rain and tilting her head towards the sky, blissfully enjoying the feeling of rain on her face, captured this idea visually. Meanwhile, the line starting with 'imagine' reiterated this idea in words. This campaign ran on television, radio, and print, including in the Herald. It significantly increased surgery bookings.

New Website 

Beautician with salon and online store

Absolute Beauty Workshop wesbite screengrab.JPG

The challenge.

My busy solopreneur client had a cluttered website she hadn't had time to update for ages. It was tricky to navigate and lacked clear branding. Also, it wasn't highlighting her extensive skincare expertise; people weren't finding her online, and her online sales were sluggish.

The solution.

​I collaborated with a graphic designer and web developer to create an easy-to-navigate site that addressed these issues. I changed the tone of voice to resonate with my client's target audience. I added CTAs (calls to action) to urge specific actions (sign-ups to her newsletter, online sales, in-salon bookings, etc.). I highlighted her unique selling point throughout the site. I also optimised her site for search engines. As a consequence of all of the above, her online sales and in-salon services increased significantly.

Web overhaul and email marketing
Sisters portrait.JPG

Website Tone of Voice 

Immigration consultancy

Personal stories and friendly photos added a sense of warmth and authenticity and added the all-important 'human factor' to the company's brand image.

The challenge

My immigration consultant clients had an information-packed website that was informative - but a little bit dry. The writing on the website was not conveying the warmth of the brand or the fun and warm personalities of the two sisters who owned it. In addition, the website wasn't standing out from the crowd. It looked and sounded like every other immigration consultancy around. 


The solution

I changed the brand voice to give it personality and warmth while still retaining the professional, trustworthy tone appropriate for a company offering professional immigration consultancy services. I encouraged my clients to share their own stories and photos on the website to make themselves more relatable.

Website Tone of Voice

Email Marketing 

Macy's department store

Spec project collaborating with graphic designer Anya Veryaskina

From: Macy's<>

Subject: Hurry! 3-Day Sweater Bonanza!

Snippet: Earn style points, pay (much) less.

Email Ad

The challenges

1.To create an email ad for US department store Macy's that was on-brand in tone and look. 2. To entice a specific segment of the client's target market (style-yet-money-conscious males aged 28-45 with a household income of $USD 50K) - ​to come to the store in person for a 3-day sale

The copy

​I wrote in Macy's brand voice, using a tone appropriate for the target audience. I focused on conveying the urgency of the short-duration sale, the range of designer knitwear brands involved, and the considerable discount. I played with the target audience's desire to be stylish without spending a fortune on it. The business goal was to get the target audience to go to their nearest Macy's during the sale event. I made sure the writing directed the reader to that end and highlighted this CTA (call to action). 

The graphic design

Anya conceptualised a simple, elegant look for the piece in line with Macy's advertising. She chose a black, grey and white palette with highlights in the brand's distinctive red to create a sophisticated aesthetic. Anya subtly reinforced the brand logo by incorporating a soft grey star in the design. She picked an aspirational image of a stylish, confident man for the hero image to appeal to men in the target audience - or the women buying for them. She ensured that the ultimate goal of the email (to persuade men to visit Macy's in person during the sale) was signposted visually by using clear, legible graphics and making the store locator button red so that it stood out.

Click here to see a larger version of this ad.

Email ad
Magazine Advertising and Print TV and Radio Advertising

Click here to see a larger version of this ad.

Magazine Advertisement

Covergirl lipstick

Spec project collaborating with graphic designer Vivienne Heetebrij

The challenges

  • To create a glossy magazine ad for the American make-up brand Covergirl.

  • To promote a new product with an unusual concept behind it - a lipstick to match the wearer's natural lip colour.

  • To entice the target market (women ages 24–40 who regularly purchase health and beauty items at their local drugstore) to purchase the lipstick. 

Spec Magazine Ad.png

Click here to see a larger version of this ad.

The copy

I wrote in Covergirl's brand voice and used a tone that was appropriately bright and inspiring for this target audience. 

I focused on conveying the lipstick features (moisturising, attractive,natural-looking, suitable for night and day) while also diving deeper into the emotional benefits for the audience (the buzz of being brave enough to celebrate her features; specifically, her lips). 

As the business goal was to get the target audience to go to their nearest retailer to buy the lipstick, I made sure the writing directed the reader to do that and highlighted this CTA (call to action). I also focused the reader's attention on a visual feature on the lipstick case as a reminder of what to look for in-store. 

The graphic design

Vivienne conceptualised a fun, confident look for this piece to fit with Covergirl's distinctive branding. To emphasise the concept (lipstick in natural lip colours), she chose a colour palette for the ad that used pinks and browns representing light to darker lip tones. The hero image represented women from various ethnic backgrounds wearing nothing but underwear. She also chose an image showing women looking upbeat and very confident. There were three reasons for this image choice:

  1. It demonstrated a key feature of the lipstick visually (its suitability for all skin types).

  2. It played with the underlying concept of women feeling empowered wearing next-to-no lipstick (by showing them wearing virtually no clothing).

  3. The women's strong, positive body language in the photo also visually emphasised this 'feeling empowered' concept. 

Vivienne also made sure that the ultimate business goal of the email was clear (to persuade women to buy this lipstick in person from their local drugstore). She did this by highlighting the icon on the lipstick case so people could quickly identify the product. 

Click here for more examples of my work.

Unless stated otherwise, the writing in the examples on this page is displayed as I originally wrote it. Once I deliver my work to clients, it becomes their property, and therefore, versions published elsewhere may differ. 

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