Zoe Heard from Get Heard | Company

Zoe Heard from Get Heard

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23.01.2022 While part of me looks at this campaign and thinks "Ew, gross", I can't help but think this is clever interactive marketing and certainly eye-catching copy.

21.01.2022 Testimonial from Chris Edwards, General Manager of Oscar Hunt Tailors: "Working with Zoe, and Get Heard, has been a pleasure. It is very difficult to find an external partner that quickly understands your brand, finds your tone of voice and on top of this is able to inject creative direction to further enhance your messaging. Given our small business size it has been great to have a partner that can save us a large amount of time and effort as well as adding a key area of exp...ertise that we don't have in-house. What used to drain a lot of internal resources is now incredibly efficient. Finally, the investment in Get Heard has seen a significant amount of growth in terms of sales as we are able to zero in on segments that we haven't been able to reach previously. If you're struggling with consistently creating great content and reaching your ideal markets then I would highly recommend Get Heard to amplify your marketing reach."

20.01.2022 When choosing a copywriter, beware of some of these tricks. Cheapest probably isn't best, because good quality writing takes time, experience and empathy for the target audience.

20.01.2022 On the plane to Sydney for #CopyCon I found this fabulous piece of copy in the magazine. I enjoyed the way they explain the benefit of cold chain supply to their customers; tastier beer!

20.01.2022 I used to be one of those people: the type who has one password for everything. Well, in fairness I did keep a separate password for my internet banking. But otherwise, I had one password for personal log ins, one password for work log ins, and one password for online shopping log ins (The SHAME!). ... My brain simply couldn’t keep track of more than that. Then things got complicated. A password needed a special character, or an extra number, so I made a small variation. Could I remember what the change was? No, I could not. Eventually I signed up to LastPass, which completely CHANGED MY LIFE. Now I have 215 passwords, PLUS 32 of my clients’ log ins, saved using high security uncrackable passwords. No wonder my brain was fried trying to keep track of them all. Our brains simply aren’t wired to store that kind of information and recall it at a moment’s notice. And it got me thinking about my copywriting process. There’s no cookie-cutter approach for copywriting. Just as one password for everything doesn’t work, one template for everything doesn’t work in copywriting. Every piece of writing has to speak to its target market’s needs and wants. And with so many unique customers in the world, it’s impossible to shoe-horn the message into a restrictive template. So the key is to have a framework to make the writing process easier. Every time I need to write, the words need to come directly from the customer, which is why research is such an important part of the writing process. Ideally that would be me interviewing a handful of perfect target customers. But when that’s not possible, it’s data mining and online research in forums, interviews and social media comments. By starting with the customer’s own words, it’s possible to create highly targeted sales pages where customers *feel like it was written for them, personally* and no two sales pages are the same. So tell me, which templates and formulas have you tried in your business that were too restrictive? And how did you find a solution? Let me know in a comment or DM. [Image Description: the words one password for everything with two green corners as a border]

19.01.2022 Website copywriting project that I wrote for Green Chilli Marketing's client CR Smyth Funerals. The Smyth family has run a funeral service in the Hunter Valley for over 90 years. They are proud to be locals serving their community, and supporting local families during their time of grief. Their approach is gentle, caring and patient. The CR Smyth website includes vibrant images of flowers, autumn leaves and personal mementos. It captures the essence that a funeral is about a ...celebration of a person's life and achievements, to share their most treasured memories in the way they would have wanted. www.crsmyth.com.au

18.01.2022 Capitalisation and punctuation matters.

18.01.2022 I'm delighted to share a new website that I wrote for Green Chilli Marketing's client CR Smyth Funerals. The Smyth family has run a funeral service in the Hunter Valley for over 90 years. They are proud to be locals serving their community, and supporting local families during their time of grief. Their approach is gentle, caring and patient. The CR Smyth website includes vibrant images of flowers, autumn leaves and personal mementos. It captures the essence that a funeral is... about a celebration of a person's life and achievements, to share their most treasured memories in the way they would have wanted. www.crsmyth.com.au

17.01.2022 How terrifying is the blank page? The cursor blinking, taunting you. You don’t have anything good to say, and you’re a rubbish writer. Oof, that blinking cursor is harsh!... But don’t worry, you’ve got this. All you need to do is start. Don’t over-think it. Just get something onto the page. Start with what you know. Start by throwing words and sentences onto the page. It can be messy. Create a lump of copy. Blurt it all out onto the page in any order. Then shape it. Jot down some possible headings to create structure. A couple of quotes. Some stats from a good article. A link to a good piece of research, and cut and paste the best couple of sentences from the research. Add some bullet points of ideas. Form ideas into paragraphs. Over time, you’ll add some to the beginning. Move bits lower down. Shuffle them around. Find a gap near the end that needs a good voice-of-customer quote. Add a call to action. The truth is, writing is a messy process, and you don’t need to fear the blank page. You can beat the blank page by just starting. The rest will follow. The best part is, it's going to be amazing once you're done [Image description: the words say Beat the blank page in black and teal coloured text, with a painted stripe of silver underneath]

16.01.2022 Here's a website I wrote for Seagulls Laundromat in Williamstown, in collaboration with Stagshead and Moved by Design. "Seagulls Laundromat has all the things you expect: 24-hour self-service washing machines and dryers and professional laundry services including washing, folding and ironing. But it's the extras that we think you’ll enjoy the most: free access to Wi-Fi, TV, and charging stations means that doing laundry doesn’t have to feel like such a chore."

15.01.2022 "As we are living in a digital age, many of us are starting to pay more attention to our data and online privacy. Malicious hacking events frequently make the news, and we consider ourselves lucky if we haven’t been victimised by a cyber security attack (yet). As a business owner, you need to be aware of website security risks and take steps to prevent attacks by hackers." From an article I wrote for the GoDaddy Blog in July.

15.01.2022 And just like that, 4 years has passed! Today I’m celebrating 4 years since I started my copywriting business, Get Heard. In fact, it almost slipped by unnoticed. 4 years ago I left my day job with the goal of running my own copywriting business.... I spent the next workday at a coworking space, sitting in front of a blank page, wondering what to write on my first website. (Yes, writing my own website was far more difficult than writing for any client!) 4 years later, I’ve written hundreds of thousands of words for clients (one day, I should really look that up!) who couldn’t find the right words themselves. In my 5thyear I’m making big changes in my business. New niche, upskilling with several courses, new pricing structure, continuing with my lovely existing clients and hopefully meeting some fab new ones. I guess I just wanted to stop and acknowledge this business birthday for a moment. It’s a big milestone for me (even though I almost forgot it!) and I am excited to see what the future holds for my business.

14.01.2022 Reframing the sales process. Rather than Who needs what I sell? think of it as Who do I serve? . When writing your website and sales pages, it’s important to define your ideal customer:... What is a common trait to all your target customers? Whose life do you improve? Whose business wouldn’t thrive without your help? Who can afford your service, and sees the value in it? . I’ve been thinking about this a lot in planning my own business changes for 2021. . Reflecting on the last 4 years, the copywriting projects and clients I’ve enjoyed the most were: Marketing consultants Designers Surgeons Photographers A dog trainer Wine experts Professional coaches Digital course creators and even other copywriters. . On the face of it, they seem like a broad range of clients. But when you look closely, they have a few things in common: - Usually a sole trader, or small business of 2-3 people led by experts - The client’s BRAIN and personality are the business - The client is providing a niche and high value service - The client has a strong relationship with their customers/clients - They have a personal brand and reputation for excellence in their field - They’ll get a better result outsourcing copywriting to an expert So when you’re thinking about who you serve in your business, look deeper than the usual demographics of gender, age, location, life stage. That’s all superficial. Work out what your target clients have in common, then look for other clients who share those traits. Who do you serve in your business, and what do they have in common? . [Image description: A white square with silver dots falling from the top. In teal text, the words Who do you serve?] .

14.01.2022 One of the simplest models of starting a business is as a sole trader. It’s a simple premise: - You do something well. - You advertise and provide that service. - People pay you for the service.... Setup costs are usually low. You can run this business model on the side of full- or part-time employment at a company, until your side business is making enough for it to become your day job. "9 small business ideas you can start at home" is the second article in a series of blog posts I'm writing for GoDaddy Australia.

13.01.2022 Irregardless - not a real word.

12.01.2022 Let's all say NO to unnecessary hyphens. Copywriters and proofreaders don't always get involved in design. But sometimes they should. These unnecessary hyphens hurt my brain. The words are hard to read. And as a result, the inspiring message gets lost. The hyphens are automatically added when the column width is too small for the word to fit on the line. Small adjustments like line breaks and font sizes could have made a beautiful and easy to read design.... (This personalised/custom art print came up in my Facebook ads from a popular online gift shop.) #design #proofreading #copywriting

12.01.2022 Zoe Heard, Copywriter at Get Heard. Writing email marketing sequences, blog posts and SEO website content for small businesses.

12.01.2022 "Bringing home a new baby is one of life’s biggest changes. On that day, your dog’s life also changes forever. If you’re about to welcome a new baby into your family, I want to help you get their friendship off to the best start. I hold training for expectant parents and grandparents on how to prepare dogs for the arrival of a baby." I love that as a copywriter I get to write about all sorts of interesting things. One of my favourite projects of 2018 was to write website cop...y for dog trainer and animal behaviourist, Melanie Norgate. Melanie's specialty is in training dogs to cope with the arrival of a new baby into the family. The copy had to: - explain why new parents (and grandparents) need specialty training for their dog - explain the service delivery (group workshops and in-home training) - and most importantly, convey Melanie's gentle training style. Check out the finished website now live at https://www.melanienorgate.com

11.01.2022 Want to know where I learned my copywriting skills? I have an amazing copywriting coach! Belinda Weaver from Copywrite Matters runs a Copywriting Masterclass that is open now. Find out more about the course that helped me launch my copywriting career at: www.copywritematters.com.au

10.01.2022 What do your customers think of you? Like, what do they really think? Sure, they’re buying from you, and some of your customers are returning to buy from you again. But what if there was something you could do to make them love you *even more*?... If you want to know what people think of you, all you have to do is ASK. - Ask your customers to review your product. - Ask your clients for an end of project review of your service. - Ask for a testimonial about how you’ve helped them. If they love it, they’ll tell you why, and you can use that information to your advantage. By putting your customers’ words into your sales page, you’ll be a magnet for more of your ideal customers. And sometimes? The truth is that your product fell short of what they expected. That’s hard for a business owner to hear. But it’s valuable knowledge. When you know what people love, and what they wished was better, you can hone your offer. - Tweak a design. - Streamline your process. - Deliver better work. Constant improvement is the key to a thriving business. So if you want to know what people think of you, please ASK. Email a customer today, and ask for a testimonial or review. You might just learn something new that you can use to your advantage.

10.01.2022 You’ve got a great business idea and you’ve chosen the perfect business name. But then you search for the matching domain name - only to find that your dream domain name is already taken. You’re devastated. But all is not lost; there are lots of options if the domain name you want is already in use. "How to buy a domain name - even if your first choice is taken" is the first in a series of blog posts I'm writing for GoDaddy Australia.

10.01.2022 "If you've been doing the books yourself, and it's doing your head in, we can help!" Newcastle Bookkeeping Plus specialises in bookkeeping for tradies. Tradies are often juggling - working their day job and doing their own invoicing during evenings and weekends. I wrote their headline and Facebook About section to drill into how NBPlus fixes their customers' frustrations. This project was in conjunction with Green Chilli Marketing.

09.01.2022 During the Melbourne International Flower and Garden Show, I created Instagram content (photos and copy) for Landscape Architect Emmaline Bowman, in collaboration with Vicky Mann at V|CMO. Emmaline's show garden was absolutely stunning and she won the silver medal.

07.01.2022 Today I'm nourishing my inner Word Nerd at #CopyCon19. Thank you @katetoon for a brilliant day.

06.01.2022 I've been writing Instagram content for Australian indigenous food retailer Outback Chef in collaboration with Vicky Mann at V|CMO. It's been a lot of fun researching and learning about native foods and bush tucker, and how indigenous ingredients can be used in everyday meals. You can follow Outback Chef at www.instagram.com/judemayall/

05.01.2022 Enjoying this stunning morning in Lavender Bay for #CopyCon. I'm ready to learn about the latest Copywriting techniques and grow my business!

05.01.2022 Here's a recent piece written for my most fashionable client. Click the link to read the full article on the OH blog.

04.01.2022 Affordable lead generation ideas that work. There’s a hard truth about sales: Just because you open a business doesn’t mean customers will automatically flock to you. You have to promote your business figure out where your ideal customers hang out and market to them there. Lead generation is critical to business success, because all customers start out as a lead before they decide to buy. From a blog I wrote for GoDaddy Australia in June.

04.01.2022 Enquiry to write a website for a dog trainer: I thought How hard could it be? Shouldn’t take more than about 10 hours for 4 pages. Simple. As it turns out, it was quite difficult.... My client was lovely. Super smart, a good writer in her own right, and with a clear vision for her business. I had to learn the ins and outs of her dog training niche, as well as the different ways she would deliver her service. In-person training (1:1 visit to the dog’s home), plus group workshops without the dog, and group workshops with the dog present. This work was important, because my client’s niche was to train dogs to cope with the arrival of a new baby into the family. Without the right training, the baby’s safety was at risk, but we didn’t want to strike fear into the hearts of expectant mothers. There had to be balance. Doing it well. Getting it right. Enough information for parents to know why this training was so important to their baby’s safety, but not to scare the hell out of them. In the end, we nailed it. A detailed website with clear explanation of the different service options. And the project took 2 times the hours I thought it would (on a fixed-price project) but most importantly, we got it right in the end. Tell me: when did you underestimate the complexity or time for a project? (Please let me know I’m not the only one who’s made this mistake!) [Image description: Text reads How hard could it be? in capital letters, and underneath in a script font it reads quite difficult, actually. The image has green watercolour ink at top left and bottom right corners for decoration]

02.01.2022 Here's an excerpt from a landing page I wrote for a company set up and document management system called AdDY Docs, in collaboration with Moved by Design. The brief was to use casual and cheeky language so the service felt like talking to a buddy. www.addydocs.com