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Portfolio

Are you lost for words? Here’s how I’ve helped other businesses connect with their tribe, compel action, and close more business. Whether you’re spruiking a new range of skincare, the latest eco-friendly building technique, or a complex IT application, I can help. I’ve written about some seriously weird and wonderful things, and that’s exactly what I love!

Can’t find what you’re looking for? Contact me for more examples of my work. Or hear the benefits of working with me straight from my clients’ mouths here.

DQUBE Solutions

DQUBE Solutions

There’s nothing better than working with a brand new start up to create a unique tone of voice and announce its value proposition to the world. That’s exactly what Director & Principal Consultant, Edmond Low, entrusted me to do with his new business, DQUBE Solutions. A passionate IT data professional, Ed was keen to disrupt the industry and do things a little bit differently. We created a fresh, friendly, yet professional tone of voice that makes data sound sexy. A stickler for detail, I met my match in Ed and had a fantastic time creating compelling, word-perfect copy for his new site. Ed was thrilled with the end result, saying, “Sally leaves no stone unturned and is adept at her craft. She made it look effortless!”

Iconic Pictures

Iconic Pictures

Iconic Pictures creates exclusively crafted wedding films for extraordinary couples. Owner, Faz Fakhiyardi, reached out to me seeking new website copy to elevate his brand to the next level of ‘cool’ and communicate his highly professional, individualised approach. Faz was delighted with the end product, saying, “Now that I’ve got my finished copy on my site, I would say Sally was worth every penny and so much more! Thanks again, Sally. You’ve made my brand feel so much cooler!”

Eon Design

Eon Design

Eon Design specialises in architecture and interior design services within the hospitality, food retail and residential sectors.  Like so many of my clients, owners Karen and Rob knew what they wanted but found it difficult to articulate. As a copywriter, this means asking the right questions, reading between the lines and – most importantly – trusting your intuition! These challenging projects are always the most rewarding and the end result speaks for itself. Sublime visuals and considered copy marry seamlessly together to articulate a message that is uniquely Eon Design. Karen says, “Sally had an amazing ability to quickly understand our business’s personality and she was able to write exactly what we wanted to say and how we wanted to say it. For those considering using her – do it!”

Citygreen

Citygreen

Founded by tree-enthusiast Ben Gooden, Citygreen was established to provide cutting-edge urban landscape solutions and conduct research on urban sustainability issues. These solutions are proven best practise in their field, endorsed by professional organisations around the globe. I work closely with Citygreen on an ongoing basis, producing a range of case studies, articles, press releases, emails, eBooks, and blog posts. We’ve also recently completed the new and improved Citygreen website, which set a new standard of usability and interactivity in this competitive industry.

Killarney Homes

Killarney Homes

Killarney Homes is one of the Northern Territory’s highest-profile and most-respected building companies. Founder, Damien Moriarty, approached me wanting clear, professional copy that emphasised Killarney’s focus on energy efficiency and quality. Despite being a big job, I completed the first draft in only a week and not a single edit was made. Needless to say, Killarney were thrilled with the end result and have since engaged me on further projects.

DiffuzeHR

DiffuzeHR

DiffuzeHR delivers a best practice HR system and the smarts required to systemize and simplify, ramp professionalism, and gain proactive control. CEO, Mikki Silverman, engaged me to write a huge body of content in preparation for the organisation’s relaunch. This included positioning documents, various collateral, case studies, LinkedIn profiles, emails, video scripts, press releases, and finally the new DiffuzeHR website. A complex but rewarding project that was very well received by its target audience – in fact, DiffuzeHR’s customer base has tripled since the relaunch!

Maidstone Dental Clinic

Maidstone Dental Clinic

Entering a competitive local dentistry market, Dr Ann Tu-Anh Pham wanted to stand out from the crowd. With a very clear vision for her new business, Maidstone Dental Clinic, and accompanying website, Ann needed somebody intuitive and creative to bring it to life. Together, we created a welcoming, friendly tone of voice – reassuring site visitors that, yes, it is actually possible to enjoy going to the dentist! Launched only a few weeks ago and already ranking strongly for its chosen keywords, Ann is thrilled with her new site and the kickstart it has given her business, saying, “Sally managed to convey my exact idea, philosophy, and personality in her writing. It has been a great pleasure working with her and I couldn’t recommend her highly enough.”

Collective Diversity

Collective Diversity

One of the things I love most about my business is supporting other passionate business owners to make a real and important difference in the world. That’s certainly the case with Collective Diversity, a global diversity and inclusion (D&I) movement driven to create a diverse and inclusive world for all – and successful and sustainable businesses in the process. Founder, Jess Greville wanted funky, engaging copy to set the scene and create a real sense of community.  She loved the end result and was able to relaunch her business with newfound confidence, saying, “Sally was really on point, she understood what I wanted right from the start. I absolutely recommend Sally if you’re looking for stand out, high-quality copy. Thanks so much, Sally – you rock!”

Style by Eliana

Style by Eliana

Style by Eliana makes fashion simple, easy, and fun – exactly the way it should be! Owner, Eliana Colimodio, approached me seeking to stand out in the competitive world of personal styling. Together, we honed her unique selling proposition of simplicity, ease, and fun – and then brought this to life across her website copy with a distinct tone of voice. This project also encompassed thorough keyword research and optimisation, ensuring Eliana’s copy appeals equally to google and her target market. Eliana says, “It was incredible how well Sally immediately understood what my business is about, my personality, and the message I wanted to portray to my potential customers. She definitely has a natural talent!”

EcoGroup

EcoGroup

EcoGroup is on a mission to transform the demolition, construction, and landscaping industries by providing a green alternative. Their range of innovative services and products deliver groundbreaking benefits for both their customers and the environment. I was engaged by BDM, Marina Ward, to completely rewrite their website in line with their new master brand. This was a complex job which required me to consolidate a large volume of information in order to deliver a focused, compelling message. Marina says, “Our new copy is interesting and personable, and sums up our business perfectly. Engaging Sally was definitely money well spent.”

Plus Size Perfection Bridal

Plus Size Perfection Bridal

Founded by Leah Sukroo, Plus Size Perfection Bridal is Melbourne’s leading supplier of quality yet affordable wedding dresses for beautiful curvy brides. With two clear objectives, Leah engaged me to write her Home and About pages. The first objective was creating a distinctively nurturing and personable tone of voice, reassuring plus size brides that they’re perfect exactly as they are. The second was appealing to google, which involved thorough keyword research and content optimisation. Leah was thrilled with the end result, and has since engaged me on further projects.

Wild Leaf Botanicals

Wild Leaf Botanicals

Wild Leaf Botanicals creates handmade natural skincare showcasing Australian botanicals and essential oils. Wanting to craft a simple, understated message that connected on a nostalgic and aspirational level with her target market, Founder Jen Rudd engaged me to write her About page. Working with Jen in a highly collaborative way to perfect her copy, this project also produced a succinct value proposition ensuring consistency across the brand’s various social media channels. Jen says, “Sally really understood the message I wanted to portray and my target market, and was able to articulate it in a way I definitely couldn’t have done on my own. I will certainly be using her again for any copywriting needs in the future.”

HiQA

HiQA

HiQA are the leading providers of local geotechnical services in the Northern Territory. Having worked closely with Managing Director, Luke Myall, to rearticulate the organisation’s history, value proposition, and values, we then commenced the new HiQA website. This required me to consolidate and simplify a large amount of technical information, complete keyword research and optimisation, and ultimately ensure the site connected with its target market in the no-nonsense, down-to-earth manner that typifies the territory. Luke was thrilled with the end result, with only a few minor edits made.

Kate Caddle

Kate Caddle

Kate Caddle is a rare gem in the world of life coaching. Authentic, generous, and calming, Kate helps women bust through heavy thoughts of inadequacy to unleash their brilliance. A writer herself, she came to me with the beginnings of her About and Work With Me pages. We collaborated closely to take these pages to the next level of authenticity, connection, and flow. Kate says, “In the most perfect way, Sally took my work and turned it into a more beautiful version of what I had created, and somehow brought even more of me, out in the content.” See Kate’s spirit in action at www.KateCaddle.com.

HRL Technology

HRL Technology

Supporting some of Australia and South-East Asia’s largest energy, resources, and industrial companies, HRL Technology is on a mission to dramatically improve the reliability, efficiency, and sustainability of its customers’ assets and processes through technical innovation. Kicking off a complete strategic comms revamp in mid-2016, I’ve since worked with HRL on an ongoing basis to create a range of optimised web copy, collateral, blog posts, and case studies. Requiring me to dig deep into some very technical subjects, I love indulging my inner nerd and working with the team to clarify HRL’s message, connect with its target market, and make a tangible impact.

Darling-Tree

The Darling Tree

The Darling Tree is an Australian-based digital design studio founded by Jo Klima that specialises in graphic art for soulful and inspiring businesses. Jo approached me in the lead up to the launch of her highly-anticipated eCourse for designers, Flowing + Thriving. With no time to spare, she engaged me to edit the 12,000-word course in full. I improved the course’s structure and flow, adjusted the language used, and fixed up typos and grammatical errors – all with an emphasis on Jo’s ‘soulful and intuitive’ approach. The result? A beautifully-polished online course that helps designers to reignite their passion, get the best clients, and create a thriving business.

The-V-Spot

THE-V-SPOT

THE-V-SPOT is an online marketplace for the fashion conscious, offering the very best in vegan fashion and beauty. Founder, Jannifer Black, engaged me to write a brand story that captured the essence of her personality and philosophy. Think: righteous meets remarkable! Jannifer says, “Not only was the copy pitch-perfect, she also delivered in warp-speed time! And if you think it can’t get better, Sally does it all with a genuine warmth and depth of feeling that makes you want to hug her. Thanks a bunch, Sally!”

MacInnis-Marketing

MacInnis Marketing

Founded by Danielle MacInnis, MacInnis Marketing is the leading authority on customer-centric marketing practices worldwide. A new website build prompted Dan to tighten her messaging and finesse her value proposition. With a clearer vision in place, she engaged me to write web copy targeted directly at CEOs of service-based businesses seeking a customer-centric marketing approach. Clear, concise, and compelling, Dan’s website now effectively engages her target market, establishes her credentials, and encourages visitors to take action.

Hanging Willow Paperie & Design

Hanging Willow Paperie & Design

Teigan Murray is an incredibly talented graphic designer and the owner of Hanging Willow Paperie & Design. She creates gorgeous stationery for weddings and events, and graphic prints for the home. With a new site in the works, Teigan approached me wanting clear copy that would connect with her ideal clients without being disingenuous or over the top. I wrote her About and various Services pages, and Teigan was thrilled with the result. In her own words: “I’d definitely recommend Sally to other creative business owners who want great copywriting that sells without being sleazy.”

Blue Wren Books

Blue Wren Books

Blue Wren Books creates beautifully-designed, typeset books for self-published and indie authors. Given her target market is writers, Founder Helen Christie knew her copy needed to sing on the page and she sought me out based on a recommendation. Working to a tight deadline, I crafted Helen’s About and How It Works pages – writing clear and compelling copy that’s true to her personal brand, and gently persuades emerging authors to put their book in her very-capable hands.

Massale

Massale.com

A new online designer furniture company, Massale.com approached me seeking to stand out in a highly-saturated market. I worked with them to create a quirky and succinct brand story which plays on the meaning of their name ‘Massale’, plus a number of concise product descriptions summarising their range of tables, chairs, sideboards, and sofas. The result was copy that’s equally on-trend and on-brand.

Complete-Occasions-Decorating

Complete Occasions Decorating

Complete Occasions Decorating is an event management and styling business, based in beautiful Gippsland, Victoria. Frustrated by the lack of traffic to her website, Co-Founder and Director, Kellie Phillips knew that SEO was the key but had no idea where to start – nor the time or inclination to learn. Instead, she handed the entire project to me – which involved a strategic briefing process, thorough keyword research, and the creation of search engine optimised content for the entire site. Completed in only one draft, the Complete Occasions website now honours Kellie’s core values – quality, warmth, and professionalism – and works equally well for humans and google.

She-Can

She Can

She Can is a collective of empowered woman, built on the back of life-changing health and wealth solution, Isagenix Nutritional Cleansing. Each month, members meet to pool their extraordinary wealth and decide which philanthropic project will benefit that month. Peta Mawby, CEO, engaged me to write two information packs – one on Health and one on Wealth – which form the first and most integral touch point in the She Can sales process. The result? Highly emotive copy that compels readers to take the first step toward changing their lives, and improving the lives of others in the process.

The Breast Reduction Clinic

The Breast Reduction Clinic

The Breast Reduction Clinic is Australia’s first dedicated breast reduction clinic, launched by plastic and reconstructive surgeon, Dr James (Jamie) Burt. With the clinic newly launched, Dr Burt engaged me to write a press release targeting both women suffering due to large or disproportionate breasts and those who care for them. With an emphasis on Dr Burt’s respectful and revolutionary approach, the release successfully generated interest in the clinic whilst reassuring affected women that they are not alone.

WebCert

WebCert

WebCert is a secure online capital program management system, developed by Australia’s largest privately owned cost and project consultancy, Donald Cant Watts Corke. I was engaged by Suzanne Hevey, DCWC’s Marketing Director, to develop a technical brochure and presentation for a key sales opportunity. Working to a very tight deadline with a complex brief, I was praised for my flexibility, fast turnaround, and high-quality copy.

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