Our ramblings and musings.
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“The copy & SEO work was so fantastic that it helped us land a really good price for our web development. Jo's effective process meant she completely understood our brand, our customers and the message we were wanting to share with the world.” – Lou Corteen, Urban Forager Founder & Director
Focusing on six experience content pillars, our copywriters took a deep dive to find the right words for this dreamy region abundant in wild nature, ancient culture, indulgence, adventure, exceptional produce and simple joys.
NeverEnding Experiences is that rare dream of a copywriting gig. Food, hospitality, tourism and event marketing all rolled into one beautifully crafted new passion brand with an enchanting story. No, not the one with Falkor the Luck Dragon. NeverEnding’s story was inspired by its founder’s most cherished memories of holiday family gatherings.
If you want to hold the shortest of attention spans, you have to dive deep for pearls – otherwise, your audience will just keep swimming. Find out how our copywriters went to great depths with Deep Sea Creative to create their website home page content.
“Hi. Can you give me a quote to edit our ChatGPT copy? It won’t take you long. It just needs a quick polish. Thanks.” We’re getting more of these sorts of enquiries. Simple enough? Maybe not. Let’s run this enquiry through our new CaboodleGPT AI, which applies a level of empathy and nuance to briefs and copywriting that ChatGPT can’t quite manage.
Our friends at FutureNow and Tourism WA handed us a brief we were made for – conducting one-on-one interviews with the cream of the tourism, hospitality and events crop to create a suite of authentic occupational case studies.
Creating case studies that give a true-to-life representation of real-world careers, we interviewed more of Western Australia’s brightest guiding lights in media and publishing; print and graphic arts; visual art and design; performing arts; screen; digital technology; galleries, museums and libraries; sports, fitness and recreation; and racing and equine.
Notes from our 2023 ‘Walking On A Dream’ email marketing journey with Tourism Western Australia.
Our brief was to write three product description pages for Palinopsia Ceramics - a passion brand that bangs the no-ho-hum drum. We knew this was a client and a project we were going to love. See what took shape.
Read our latest Copyranter post about AI and the existential threat to absolutely no copywriters who are worth their salt.
FutureNow approached our copywriters with a mission to help people of all ages navigate and feel positive about their career decision-making journey, and we got to work on shaping the whole feel of that first introductory step.
So, I’ve been a copywriter for twenty-jsdhvfkcfjb years now. And as a forty-svfbsiwebf-year-old copywriter, I’m experiencing something of a mid-career crisis.
It’s a dream job and always a huge pleasure working with the content management team at Tourism Western Australia. But it really was a big privilege for Caboodle to contribute to the special edition eDM for the launch of the new brand for Western Australia – Walking On A Dream.
Once the borders opened, Tourism Western Australia called on our copywriters to keep fuelling WA’s appetite for adventuring at home, as well as reminding east coasters and Kiwis of those dreamscapes they’d experienced vicariously via Insta during covid.
The Healthengine B2B marketing team called on Caboodle to write a suite of GP and dental case studies and create a template their own in-house team could adopt going forward. They were keen to embrace a more editorial approach, so we gave them a formula that allowed for plenty of creative freedom.
A while ago, I wrote about how our out-of-office reply won some new business. A nice little story and, more importantly, proof that the words you choose matter, wherever those words are. Well, a similar thing happened with a new business enquiry last week, courtesy of our 404 error page.
English is a complex, constantly evolving language, and the interwebs and socials are expediting its evolution. In a world where emojis are almost universally accepted in our digital-English lexicon, should we just accept all of these changes? Intrepid copywriter, Paul Leonard, looks at the social-inspired phenomenon of ‘fav’ in a carefully considered analysis of our language and times.
Is your purpose statement fit for purpose in the COVID world? Will it help you emerge from the pandemic stronger and ready for anything? Is your purpose an umbrella or a straitjacket?
One out-of-office message. 71 hurriedly typed words. A competitive copywriting pitch in the bag. Proof that the words you choose matter, wherever they are.
Sometimes, our copywriters just need to let off a bit of steam. And some expletives. Read the latest in our Copyranter series of blog posts.
In a world where USPs – genuinely unique points of difference – are increasingly hard to find, it’s not always WHAT you say about your business, but HOW you say it that will open customers’ hearts, minds and wallets. Turn your brand voice into a USP.
There are several touchpoints where prioritising and communicating your impact and progress is essential, and plenty of optional extras that add a nice touch to help your community feel more connected to your cause and more compelled to keep supporting your work.
As a copywriter and creative, I have a very particular set of skills, but I don’t think I’m precious about my work. I try not to be. It’s just words, after all. But if one more designer plonks an ampersand in the middle of one of my sentences, I’m going to get jolly miffed.
A quick guide to deciding on the data your team will track to help you articulate your organisation’s impact, so you can secure more donor support.
How to create a new impact communications strategy that motivates your volunteers and staff, as well as inspiring and engaging your donors, sponsors and major partners.
Jo worked with the PetRescue team to develop a 48-hour gift matching fundraiser to coincide with the global #GivingTuesday event. Find out how this multi-channel digital campaign smashed the fundraising target by 100% within just 24 hours.
Our copywriters were tasked with creating online descriptions for 30 transport hubs (cruise terminals, airports and airstrips) across Western Australia that make its hidden treasures easier to reach. A few of the newest additions to Perth’s ‘hipster haven’ (as described by the New York Times) urgently needed some online presence too.
PetRescue needed to raise funds at tax time to support all 15 of their free pet search and adoption services, including the website which connects thousands of homeless pets with thousands of pet seekers every day. They’d been successful in securing a gift matching pledge from one of their major corporate partners, so they needed a fundraising campaign strategy to fully leverage this opportunity.
Waaaaay back in 2013, one of my charity client relationships developed into a permanent position as the Fundraising and Brand Development Lead for PetRescue - Australia’s most visited charity website.
Paul (the tall half of Caboodle) submitted an entry in Future Super’s billboard competition and (drum roll) he won! Find out more about Future Super and take a closer look at the ad.