Creating clever copy that grabs attention
Your Sunshine Coast based copywriter and storyteller
Q. Why is a great copywriter like a chameleon?
A. Because I am flexible and able to change depending on the environment.
NB. My writing varies according to the voice of your business, your style and your audience.
Yep, it’s all about you.
Copywriting example #1
Eco accomodation listing
Havn is the perfect place for you to unwind, breathe in fresh air and wake up to the sound of birds. You will be able to chill out, be inspired by the colourful surroundings, or wander to the lake, creek or river through the forest.
Key to success
Developed and focused on a guest avatar, the stressed out city worker wanting a quiet weekend retreat
Copywriting example #2
Sailing school for women blog
…It wasn’t all sailing though. At anchor, we practised knot tying, yoga and paddleboarding. We also hiked, kayaked, snorkeled, chatted, laughed and grazed our way through the days. Sound idyllic? Here are my seven top reasons why this experience is for you too, in no particular order: Beauty in abundance. The waters of the Whitsunday Islands are truly mermaid worthy. Think postcard-classic limpid blues…
Key to success
The blog post was list based, making the information easily digestible
ie. ‘Seven top reasons’
Copywriting example #3
Successful conservation grant application
The project will help us to: stabilise the alluvial soils, minimising erosion risk and benefiting water quality downstream; improve fauna habitat and flora and fauna diversity; continue to learn to identify weed and native species and refine weed management methods ; educate others who are interested in our ‘bite-sized’ weed management/regen approach.
Key to success
Presented all information concisely, using key words and in language appropriate to the grant’s industry
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What they say
"In my experience, poorly written reports are the #1 reason projects go badly. Nine times out of ten the required work has been completed; it is just poorly communicated. As a reviewer, wordy and repetitive technical reports can be a real brain strain whilst a well written report is a breath of fresh air.
Fiona is a clear communicator. Her science background and broad experience enable her to communicate concepts and scenarios concisely. She can relate to specific project nuances and break down complex technical issues into information and ideas that are easier to read, understand and implement. Understanding the audience and tailoring the communication to suit is a skill Fiona has mastered."
– Christian Atkinson, Principal Geologist, Grounded Environmental
"I just love [the blog post] and love your style. I wish I was more creative when it comes to design. The best I can do is wack some photos up. Thank goodness for your incredible words. I so appreciate your time to have written this piece."
– Annette Hesselmans, founder Paper Sailors Rock and RYA Yachtmaster Instructor
"Fiona shapes our reports into the product we thought we had achieved, and then adds a little extra."
– Andrew Winters, Director, Environmental Advisors
"Fiona with Studio Deepwater has been an invaluable asset over the past few months. The attention to detail and ease with which she was able to package my previous roles and experiences, formatting them into a professional corporate-friendly resume really did wonders and I feel it was the defining factor in securing an interview for what is now my current role. Thank you Studio Deepwater, I couldn’t have done it without you!"
– Isaac B., Guide Manager, Saffire Freycinet