In this episode, Elaine Abery of Unravelling Red Tape shares her invaluable expertise in grant writing, advocacy, and working with government organisations. Whether you’re new to grant writing or want to refine your skills, this conversation is packed with insights to help you become an in-demand grant writer.

You’ll learn:

• What grants are, who offers them, and where to find them
• How to craft a winning grant application, use the right language, address the criteria and avoid rookie mistakes
• How to pitch your grant writing services to not-for-profits and build a sustainable business model
• Where to find lucrative government grant writing opportunities
• How to approach individual government departments outside the formal tendering process

Bio:
Dealings with the government are notorious for complexity, frustration, cost, and time consumption. Elaine Abery, Principal of Unravelling Red Tape, helps businesses, charities, and individuals navigate these challenges, build collaborative government relations, and achieve better outcomes. With experience spanning the Property Council of Australia, Private Healthcare Australia, and law design at the Australian Taxation Office, Elaine brings unparalleled expertise to government relations, policy, and advocacy.  

Fun Facts About Elaine:

• Elaine's favourite achievement while working for the ATO was having a formal complaint made against her for impersonating a government employee, as “no government employee is that happy”
• Until recently, Elaine thought ocean swimmers were mad, about to be chopped up by surfboard fins – now she is one
• Before starting her business, she bought plane tickets like others buy shoes

Mentioned in this episode:

• Elaine on LinkedIn
• Elaine on Facebook
• Elaine’s Website
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

Ash Chow is a sales page expert – she’s the ‘go to’ copywriter for those looking to write high converting sales pages. In this episode, Ash gives us the low down on everything you need to write a sales page and shares with us her unique 5-step formula for doing it quickly and effectively – from writing the hero section to addressing audience objections, Ash breaks down the essential elements of a sales page, shares her proven process, and discusses the strategies that make sales pages stand out.

Whether you're new to copywriting or looking to sharpen your skills, Ash’s insights will inspire and empower you.

You’ll learn how to:

• Understand the purpose and structure of a sales page
• Differentiate sales pages differ from other web pages
• Use Ash’s 5-step process for writing sales pages
• Meet your audience where they are at and guide them towards a solution
• Write a compelling hero section and lead
• Build trust through writing effective bios, testimonials, and objection-busting sections
• Create clear and irresistible calls to action
• Avoid common mistakes when writing sales pages
• Adapt sales pages for B2B vs. B2C audiences
• Write sales pages for live launches and evergreen offers
• Offer VIP intensives to generate immediate revenue
• Structure VIP days to maximise efficiency and offer great value for clients

Bio:
Ash Chow is a sales page copywriting expert who helps personal brands, coaches, and creators craft high-converting pages with empathy and strategy. Her work empowers clients to connect deeply with their audiences while driving impactful results. From creating courses to running live launches, Ash’s approach combines storytelling with actionable strategies that deliver measurable success.

Fun Facts:

• Ash transitioned from a career in law to copywriting, driven by her love of storytelling
• She is currently exploring Europe as a digital nomad with her husband
• Ash’s unique VIP services have become one of her most popular offerings, helping clients achieve incredible results in record time

Mentioned in this episode:

• Ash on Instagram
• Ash’s Website
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

UX copywriting is a fascinating and super important sub-genre of copywriting that can turn a good customer experience into a great customer experience.

UX stands for User Experience and it’s the art of helping users navigate a website in the most efficient way possible. If you’ve ever been frustrated at how unhelpful a website is, or struggled to find the buy button or the contact us link, chances are those website owners never hired a UX copywriter.

If you’d like to learn how to become a UX copywriter and learn key skills to help you write better UX copy for your own website, this is the episode for you.

Susan Reoch is a seasoned expert UX copywriter with over 14 years of experience. Her career has taken her from Amsterdam to Australia, working for industry leaders like the juggernaut of tourism – Booking.com. In this episode, we explore the fundamentals of UX writing, how to design user-friendly websites, and how you can add UX copywriting to your suite of services.

Whether you’re a copywriter looking to expand your skill set or curious about UX principles, this episode is packed with valuable insights that will give you the edge on creating next level copy.

Here’s what you’ll learn:

How to understand UX copywriting:

• Grasp the basics of user experience writing and its role in creating seamless digital interactions.
• Learn the difference between UX copywriting and traditional conversion copywriting.

How to add UX to your copywriting suite of services:

• From teaching and sales to UX writing at Booking.com, discover how Susan built her diverse skill set and applied it to copywriting.
• Hear how life experiences, from architecture studies to global travel, shaped her unique perspective.

How to create a UX-friendly website:

• Discover the importance of understanding client goals and user motivations.
• Learn how to map out user journeys and design website navigation for optimal functionality.

How to avoid common UX mistakes:

• Avoid overwhelming users with too much information.
• Use customer-friendly language to ensure clarity and connection.
• Learn how to make your website's purpose immediately clear.

How to integrate SEO, brand voice, and UX:

• Balance user-friendly design with effective SEO strategies.
• Learn tips for identifying and incorporating brand voice in website copy.

How to apply practical UX tools and techniques:

• Explore resources like the Nielsen Norman Group for learning UX principles.
• Understand how to collaborate with designers and developers to bring copy to life.

Bio:
Susan Reoch has been writing website copy for over 14 years and teaching it inside her digital products and courses. Her unique approach, which blends conversion copywriting with User Experience, has seen her featured in top-tier publications like Copyhackers, Writers in Tech, The Freelancer's Year, and The Content Byte.

Her blog, “The UX Copywriter”, and weekly newsletter, “The UX Factor”, are go-to resources for online business owners and copywriters looking for the right words and strategy to skyrocket their success.

Fun facts:

• I had so many jobs before I found my calling: teacher, retail, hospitality, I even started an architecture degree. Every single experience has given me valuable tools to be the best darned copywriter out there.
• I started my business when my twin girls were 1 year old. It was and still is my biggest motivator. Failure was not an option.  
• The biggest website I’ve written was over 150 pages and took 9 months to write.

Mentioned in this episode:

• Susan on Instagram
• Susan’s Newsletter
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

 In this episode, we talk about:

• What Substack is and why it’s valuable:

  • Gain a clear understanding of how Substack works and why it can be an excellent platform for writers

  • Learn the differences between Substack and traditional blogging or newsletter platforms, and how to utilise its unique features

• Monetising on Substack:

  • Discover strategies for building a subscription-based income on Substack, including how to structure payment tiers

  • Learn about setting up content behind a paywall, and balancing free and paid content to attract and retain subscribers

• Attracting readers and growing your audience:

  • Explore actionable tips for building a loyal subscriber base, from leveraging social media to using Substack’s internal promotion tools like “Notes”

  • Learn how to use cross-promotions with other creators on Substack to expand your reach

• Creating engaging, consistent content:

  • Understand how to choose compelling topics, structure posts, and find your unique voice to create content that resonates

  • Gain insights into creating a content schedule that fits your workload and keeps readers engaged

• Personal branding and storytelling:

  • Learn how to build a personal brand that attracts your ideal audience, using storytelling and a consistent tone of voice

  • Discover Lizzie’s approach to sharing personal anecdotes to connect deeply with readers and build community

About Lizzie:

Lizzie Mulherin is a freelance writer, brand strategist, and author with 15 years of global experience. Her new Substack platform, Create Your Living, empowers writers to thrive in freelancing through practical advice and a supportive community. Lizzie has worked with brands like Red Bull, Afterpay, and David Jones, and her writing has been featured in Marie Claire, Cosmopolitan, and Australian Traveller. Passionate about helping creatives find freedom, Lizzie offers tools and resources to help writers navigate freelancing's unique challenges.

Fun facts about Lizzie:

• Lizzie has lived in six cities across four countries and travelled to 55 countries
• She authored the Time Out Amsterdam Guidebook while living in Amsterdam at 25
• She’s a thrill-seeker, having skydived and bungee-jumped from several heights

Tune in to hear Lizzie’s journey and learn how to turn Substack into a valuable tool for growing your copywriting career and income.

Mentioned in this episode:

• Lizzie’s Substack Platform
• Lizzie on Instagram
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

That’s what I’ll be talking about today with Sara Howard, the founder of Writers Australia, a content writing agency with some of the biggest brands on its copywriting books.

In this episode, Sara Howard shares her journey from solo freelancer to agency founder, offering practical insights and strategies for freelancers who are ready to scale up. 

Here’s what you’ll learn:

• How to start a copywriting agency 
• How to find new business
• How to shift your mindset for growth
• How to know when to expand beyond solo work
• How to make your first hires
• How to choose the right personality fit for your team and business
• How to maintain work-life balance as you scale
• How to grow exponentially and scale/streamline your writing process
• How to plan your exit or succession strategy

Special Offer: 

Sign up for VIP access to Sara’s upcoming book Beyond Solo at beyondsolo.co, and receive free resources including role templates and a break-even model.

About Sara:

Sara Howard is the founder of Writers Australia, a copywriting and content agency based in Sydney. Over the past 17 years, she’s grown her business from very-part-time-while-wrangling-toddlers to a thriving agency with seven staff and an impressive roster of corporate and not-for-profit clients. Her copywriting work spans tone of voice and brand messaging, through to thought leadership articles, research reports, web copy, email journeys and more.

Sara has pioneered a different kind of agency that focuses solely on words. It’s one where writers work together to make the work better, keep learning, and enjoy flexibility, autonomy and financial stability. Turns out, that culture has been a magnet for long-term client relationships too.   

While writing for major banks, HR consultancies and universities (among others), Sara became an accidental expert in the future of work, leadership, culture, sales strategies, and financial systems. She’s put all that knowledge to work in her own business.  

When she’s not running workshops or writing for clients, Sara is probably on a long coastal walk, reading British crime fiction, or finishing her first book Beyond Solo – which explores all the different ways you can grow a business from freelance to more.

Fun Facts About Sara:

• She started her career as a junior fashion buyer with Top Shop in London.
• Before founding Writers, Sara ran a baby slogan t-shirt company, which she sold for $3000.
• Sara was incredibly shy in school and spent decades building the confidence she now shares with others.

If you're a freelancer or business owner looking to scale your business, this episode is packed with practical advice and real-world experiences you won't want to miss!

Mentioned in this episode:

• Sara on Instagram
• Sara on LinkedIn
• Sara’s Website
• Beyond Solo Website
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

 What you’ll learn:

• How to overcome fear of AI: Discover practical tips to help you embrace AI as a tool that complements, rather than replaces, your creative abilities.
• How to train AI tools for your needs: Learn how to customise AI tools to fit your unique brand voice and specific client needs, and how to turn AI into your digital assistant rather than your copywriting competitor.
• How to use AI effectively in content creation: Get a step-by-step roadmap for setting up the right AI tools for your writing projects, including how to brief the AI tools using the right prompts, and how to refine the output to match your voice and creative standards.
• How to avoid common AI pitfalls: Discover why and how AI “hallucinates,” and other common mistakes that can trip you up, and learn how to use prompts that ensure the AI tools delivers you content that is authoritative and credible from the stated sources.
• How to stay ahead of AI trends: Gain insights into how to keep up with rapid changes in AI technology without feeling overwhelmed, and get a curated list of the best tools for copywriters.
• How to integrate AI into small business content strategies: Discover how to use AI to generate content for your clients – from generating ideas to crafting headlines and more, including how to write an entire campaign deck in a few minutes – all while maintaining a personal, human touch.
• How to position yourlf as a Human-Centric AI expert: Learn why balancing AI with human creativity is crucial in today’s marketing landscape and how to position yourself as a leader in AI-enhanced copywriting.

Special offer:

Download your free “AI Humanisation Checklist” to help maintain a human touch in your AI-driven content.

Leanne’s bio:

Featured in The Australian, ABC News, 6PR Perth Radio, Disrupt Radio, and various podcasts, Leanne Shelton is recognised as an AI Expert by LinkedIn Australia editors, and MindZallera (Kuala Lumpur) – as well as thousands of AI enthusiasts across the globe.

With her 9-year-old SEO copywriting agency struggling to convert in a tough economic climate in early 2023, Leanne Shelton made the ultimate business pivot. She decided to embrace (not escape) her shiny, new, and free competitor – ChatGPT – by educating herself on the topic. With decades of writing, marketing, and training skills in her back pocket, Leanne started to teach (non-techy) business leaders and marketers about AI prompt engineering – with the human touch.

Fun facts about Leanne:

• A passionate dancer currently learning lyrical and theatre jazz.
• A dedicated mum of two daughters, aged 10 and 7.
• An owner of a pet snake, Phoenix, with plans to expand her snake family soon!

Mentioned in this episode:

• Leanne on LinkedIn
• Leanne’s Website
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

If any of that resonates with you and you feel just a little bit annoyed that you’re not getting paid what you’re worth, this is the episode is for you!

Today, we dive into a topic that many creatives struggle with: pricing their services. In our chat today Andrew Griffiths shares his insights on how to charge what you're worth and build a successful, profitable copywriting business. Andrew is a business coach and the author of a book called ‘Someone has to be the most expensive – why not make it you’, one of the best books I’ve read for how to change your mindset and management practices around pricing. 

With decades of experience on how to build a high paying clientele, his practical advice will give you a blueprint for how you can always get paid top dollar for the work you do.

In this episode, Andrew discusses:

• His journey from poverty mentality to running a successful business
• The importance of mindset and self-worth in pricing your services
• Strategies for building credibility and showcasing your value
• How to handle pricing conversations with potential clients
• Practical tips for increasing your rates and attracting better clients
• Why consistency in your business is critical to success
• How to differentiate yourself in a competitive market
• The importance of doing what others aren't willing to do

About Andrew:

First and foremost Andrew is an entrepreneur. He bought his first business at the age of 17 and he’s been in business ever since – giving him over 40 years of experience. Andrew is most well known for the 14 international bestselling books he has written and had published which are sold in over 65 countries. He has built a reputation on helping people to build business of substance across every industry imaginable. Street smart, wise, energetic and passionate about business, he has worked around the world with organisations including the likes of CBS, the European Union, Hewlett Packard and hundreds more. Andrew is driven by curiosity, he is a frustrated zoologist and a man with a big sense of humour.

Mentioned in this episode:

• Andrew’s Website
• Andrew on Facebook
• Andrew on LinkedIn
• Andrew on YouTube
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

Would you like to leverage your existing career to help you find new copywriting clients? 

Would you like to write about something you love and get paid well to do so?

If any of that resonates, this episode is for you.

In this episode I talk to Sophia Auld, a health and medical copywriter who turned her 25 years of healthcare experience into a successful copywriting career. Sophia shares her unique journey and provides valuable insights on how to pivot your career and harness your background to succeed in the copywriting industry.

You’ll learn how to:

• Transition from one career to another
• Leverage your existing skills to find lucrative copywriting clients
• Price your services
• Choose a niche that inspires you and pays you well
• Cold call clients using an easy-to-follow email pitch template
• Create a point of difference from other copywriters in your niche
• Discover your ‘why’ that will help you overcome self-doubt and imposter syndrome
• Market your business on a budget
• Use simple business development techniques to find a consistent stream of new clients
• Avoid rookie errors when starting out

About Sophia Auld

Sophia Auld writes accurate, persuasive copy to help ambitious health and medical brands prove their expertise, educate customers, and grow their sales. With 25 years of experience in healthcare, Sophia brings a deep understanding of the sector, adding significant value to her clients. Her superpower is translating complex medical jargon into plain English. She has written for NSW Health, Deaf Children Australia, Healthscope, Vic Health, Philips Healthcare, HCF, Bupa, GSK, Air Liquide Healthcare, and more. Her work has appeared in the Saturday Paper, MiNDFOOD, Good Health, WellBeing, Breathe, and the New Daily. Outside of work, Sophia enjoys bushwalking, going to the gym, reading, drinking coffee, and spending time with her family.

Mentioned in this episode:

• Sophia on LinkedIn
• Sophia’s Website
• Bernadette’s Website
• Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

In this episode I talk about:

• Copy vs Content  
  • Understanding the critical differences between copywriting (selling and persuasion) and content writing (informing and entertaining)
• What is niching and the kinds of niches available
  • Social Media: Posts, videos, ad copy
  • Email: Newsletters, sequences, sales campaigns
  • Content Marketing: Blogs, case studies, white papers
  • SEO: Web pages, blogs, title tags
  • Ecommerce: Product descriptions, category pages, sales emails
  • Brand Storytelling: Brand narratives, tone of voice, case studies
  • Sales Copywriting: Sales pages, landing pages, direct mail copy
  • Video: YouTube scripts, webinars, course content
  • AI Writing: Emails, product descriptions, technical documents
• Examples of copywriters who have niched
  • Learn about those who have successfully niched in various industries, how they did it and why
• Why less glamorous but lucrative industries can be a good source of niche work
• The pros of niches:
  • Easier business development
  • Reduced time learning new topics
  • Enhanced expertise and reputation
  • Potential for higher fees
• The cons of niches:
  • Limited variety
  • Risk of boredom
  • Dependence on one customer or industry
  • Time required to establish recognition
• How to get started in your niche
  • Using the ‘hedgehog' concept to identify your niche
  • Leveraging platforms like Eventbrite to discover niche opportunities

About Bernadette Schwerdt

Bernadette is an award-winning Australian entrepreneur, author, speaker and advertising copywriter.  She is the founder of the Australian School of Copywriting, and is the country’s leading copywriting coach. Bernadette’s flagship online courses have helped over 10,000 business owners and freelance writers create cut-through content that places them at the top of their field and on page one of Google.

She was a former senior account director and copywriter for global advertising agency Young & Rubicam Advertising and created award-winning campaigns for clients such as Apple, Amex, Optus and Colgate. She has a Bachelor of Business in Marketing, is an accredited MBTI and NLP practitioner and has lectured in marketing, consumer psychology and digital marketing at Melbourne University, RMIT, Swinburne and Victoria University. 

She is a popular TEDx speaker, the author of two bestselling books about online entrepreneurship (‘How to Build an Online Business’ and ‘Secrets of Online Entrepreneurs’) and a ghost-writer of Catch of the Decade, the business biography of the billionaire brothers behind Catch of the Day, Menulog and Scoopon; the ghostwriter for top business coach Kobi Simmat – How to Build a Business Others Want to Buy – and more recently ‘How to Build a Billion Dollar Business’ for Radek Sali, the former CEO of Swisse Vitamins. 

Prior to her business career, she was a professional actor and appeared in some of Australia’s most iconic shows including Neighbours, The Games, Round the Twist, Winners and Losers and Jack Irish, and worked alongside Margot Robbie, Guy Pearce and many others. 

She was the inaugural in-house mindfulness coach for the Carlton Football Club’s AFL players and coaches and has conducted meditation workshops for Melton Council, Melbourne City Council and others.

She was recently named in the Top 50 Small Business Leaders in Australia.

Mentioned in this episode:

• • Bernadette’s Website
  • Bernadette on LinkedIn

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club

In this episode, you will learn how to:

1. How to Identify and Develop Your Creative Talents:

• Discover the steps Adrian took to transition from interior design to graphic design, and eventually to copywriting.
• Learn how diverse creative skills can be integrated and leveraged across different mediums.

2. How to Break Into the Copywriting Industry:

• Gain insights into Adrian’s unconventional journey into copywriting and how he turned opportunities into long-term success.
• Understand the importance of taking on different roles and projects to build a robust portfolio.

3. How to Create Impactful Brand Messages:

• Explore Adrian’s approach to balancing design and copywriting to create powerful and cohesive brand narratives.
• Learn the significance of headlines and brand positioning in advertising.

4. How to Leverage Short-Form Content:

• Understand why Adrian prefers short, impactful copy and how to excel in creating concise and compelling messages.
• Get tips on writing effective headlines and brand positioning lines.

5. How to Apply Creative Philosophies:

• Discover the influence of Bauhaus architect Adolf Loos on Adrian’s work and the principle of “God is in the details.”
• Learn how meticulousness in creative decisions can elevate the quality of your work.

6. How to Excel in Outdoor Advertising:

• Learn why billboards and outdoor advertising are considered the primary unit of advertising  
• Get tips on how to craft messages that capture attention.

7. How to Use Songwriting to Enhance Copywriting:

• Understand how songwriting helps develop a keen sense for language and rhythm in copywriting.
• Learn the parallels between crafting lyrics and writing compelling ad copy.

8. How to Maintain Creative Momentum:

• Learn the importance of continually practising and developing new ideas, even outside of client briefs.
• Discover how personal projects can keep your creative skills sharp and lead to unexpected opportunities.

About Adrian:

Adrian Elton is an award-winning creative and copywriter who works in the advertising and brand development space.

For the past twenty years, he has run his own boutique agency, Adrian Elton Creative, and has worked with clients both locally in Australia and abroad. He also frequently consults to agencies in Melbourne and Sydney.

While he handles all of the creative roles for his own clients – from concepts right through to finished art trim-marks – he primarily works as a creative copywriter for agencies, developing the top-level concepts for pitches and live accounts. 

His expertise includes creative strategy and direction, while his copywriting is underpinned by his extensive background as a graphic designer and art director.

His commercial experience spans across sectors, including automotive, industrial, legal, financial services, property, education, and the arts.

Adrian’s creative appetite is insatiable and there are always a slate of projects and pursuits that fall well beyond the world of advertising.  Some of these have included working on original music at Abbey Road Studios in London and cameo acting in a Hollywood TV series called Preacher.

Mentioned in this episode:

• Bernadette’s Website
• Bernadette on LinkedIn
• Adrian on Facebook

Listen to the episode below. Listen on Apple Podcasts or Spotify, or add the podcast RSS feed manually to your favourite podcast app.

This podcast is brought to you by Copy Club