Three Quick Tips on Writing Content

Keeping that content as crispy as you can!

How do you develop content rich material for your demographic? content writing

Research! In depth research about your client or customer should always form a part of your marketing plan – otherwise you may be anticipating needs and wants that may not even fit your demographic. Ask them – through surveys, focus groups, feedback, industry research etc what they really want to know, what they are feeling as part of the customer journey and what they need and meet those needs for them.

Engaging readers and customers is a life long journey

Although this depends on the industry, a good campaign should be ongoing and nurture the customer/client every step of the journey, from before the decision making process has even begun, to post-purchase and beyond. The term “life long” refers to the life of the customer journey, rather than the life of the customer, although in some cases this can be one and the same. For example, if you had a product or service that your customer requires from infancy to old age, then you would adapt  to suit their changing needs throughout their lifetime. An example of this might be a medical/doctor service.

Content needs to be fresh but reusable

Again, industry and topic dependent but well written content is usually evergreen or at least, able to be repurposed. If it’s news content that is being uploaded straight to a website, for most clients the content can stay on the website perpetually – unless it harms the company (perhaps there has been a change in research or they no longer offer the product or service) there’s no reason why it cannot be archived.

In terms of fresh content, it really does depend on the client’s audience – some may be content hungry and others are “slow burners”. As long as fresh content is going out at least weekly (for most industries), then it depends on the audience.


Do you want someone to write your content, blog posts, website copy or similar for your business/organisation? Get in contact today.

Adelaide’s Mainstreets

One of my favourite things to write about is Adelaide. Here’s some recent copywriting work that I did for Adelaide City Council to highlight the jewels of the city’s precincts.

adelaide restaurants
Mainstreets feature in The City Newspaper, March 2016. Adelaide City Council
streets of adelaide
Adelaide mainstreets feature. Adelaide City Council.

How A Self Published Book Can Be A Magical Marketing Tool

Recently, I was featured in a great Huffington Post article about writing a book to support your business.

self published author
Image via Huffington Post

“Self publishing my book has a lot of intrinsic value. Now I can refer to myself as an author, instead of just a writer. It’s also been a wonderful learning experience and has given me an insight into the publishing and bookselling industry that I might not have seen if I went with a traditional publisher,” Jones said.

Read the full article here.



DO YOU WANT TO WRITE A BOOK TO PROMOTE YOUR BUSINESS? DO YOU WORK FOR A COMPANY THAT HAS AN INTERESTING HISTORY? Contact me today to hear about my creativity/writing coaching or ghostwriting services.



Thank you to author, Libby-Jane Charleston for writing the article and who is an avid supporter of other writers.

Being grateful for small progressions – guest post by Walter Mason

writing desk
Photo supplied by Walter Mason

By Walter Mason

The thing that most kept me from writing a book was the incredible fear I had about writing a book. I would sit down and affirm, “right, now’s the time,” and I wouldn’t write down a single word. I had to write a whole BOOK, dammit, and what was I even thinking?

The true breakthrough for me came when I learned to imagine it differently: “I just have to write something, anything. That is all I need from today.” That’s when it really started to flow. The books I have written came from that liberation – turns out all you have to do is write. The shape, structure and purpose follow, and the words rise to meet them. Let yourself write, and don’t ever be intimidated by the thought of the end product.

And be grateful for who you are and what you are capable of. Most people can never have the opportunity to create or to send their creative work out into the world. But you do. Remember that immense privilege, and remember it every day. It keeps you humble, and it introduces a note of responsibility. You owe it to your teachers, your friends, your mentors, all of the people who ever encouraged you in your life. And most of all you owe it to yourself. Acknowledge you have some talent, and recognise the necessity for that talent to be shared with the world.

The more you are conscious of your gifts, and grateful for them, the greater your talents will be, and the more you will expand. You will attract more friends who encourage and support your work, and you will find you have greater and more fascinating things to say.

You don’t just have one idea. Most writers have hundreds, thousands, of really good ideas that would become something remarkable if they sat down and wrote them.

I had to get honest with myself in order to truly start, and to stop letting fear, a socially-enforced shyness and a really destructive sense of self-doubt rule my life. You have a right to express yourself, and your creative output is important, and interesting to others.

How did I finish two books? I tried to entertain myself – if a story is making me giggle I have found it is probably going to make a lot of other people giggle too, and so I allow my own voice free-reign. I didn’t have to be “literary” – I just had to tell great stories in a way I knew I was good at.

And while home is fantastic and our own cocoon is precious, sometimes there are just too many distractions there. Mirrors to clean, cats to pat, Lindor Balls to eat. Sometimes it pays to get out. I write a lot in coffee shops and I also can produce a remarkable amount in a short time by sitting in the library – any library. This is also a technique that creativity guru Austin Kleon endorses in his remarkably liberating book “Steal Like an Artist.” Get that book right now, and then get thee to a library.

I take it one step further and go away, normally overseas. I wrote my first book in Hong Kong, a place I love dearly. I love it so much that I could use it as a threat and reward. My partner wouldn’t let me leave the room till I had produced a chapter, and since I wanted three meals a day (I love my meals) this meant three chapters. This proved a remarkably effective system, and introduced an element of urgency and even game-playing. Some of the best and most praised chapters came out of this process.

There is a joy that cannot be described in reaching the end of a book, or of any really important and difficult piece of creative work. It is a rare and truly fundamental thrill. Allow yourself that exquisite pleasure this year. You can do it.


Walter Mason is a writer, scholar, dreamer and the author of Destination Saigon and Destination Cambodia.



Buying Christmas presents can be time consuming and overwhelming, particularly if you are like most of themeaningful christmas gifts population and leave it until the last minute and as a previous HuffPo article discovered, Australians will be spending less this Christmas. But there’s no need to be unoriginal or gift something meaningless this year. Here’s a list of helpful suggestions to ease your Christmas shopping and “empty bank account” panic:

  1. Coffee subscription

Give the gift of buzz by arranging fresh coffee delivered to the home of a loved one. The only problem becomes which roaster to choose.

  1. Yoga gift card or subscription

According to beyondblue three million Australians are living with depression and anxiety. Yoga has been proven to significantly help with both.

  1. Netflix subscription

Let’s face it, Netflix is the new religion.

  1. Netflix socks

Because there is no better time to be a slovenly human right now. THESE.

  1. Helping hand

If you’re a digital native or pretty savvy with something that was made by Apple and have parents/grandparents/friends that still haven’t quite mastered how to update their apps or take a photo or “do a tweet”, then perhaps you might like to offer a few hours of your time and patience to help a family member set up a modem, learn to use their iPhone to its capacity or give them a run through on some social media platforms to help them connect with friends and family.

  1. Corporate branded gifts

If you’re gifting to clients but know they already have an office full of wine or don’t drink alcohol, why not send them what my branding agency did – a branded bottle of olive oil. Every time I cook, I’ll be reminded of them.

  1. A journal of love

Buy a beautiful blank journal but add a personalised touch by writing something you love/admire/notice about the ‘giftee’ on each page.

  1. Dream or goal box

Fill a box with items to show someone you believe in their dream. For example, if they are an aspiring writer, buy a nice pen, notebook and book of quotes. Be sure to add a card or a note and handwrite three reasons why you believe in the person and their ability to achieve their goals

  1. Avocados

Avocados are a wonder berry and loved by many. Why not send a box of mail order avocados?

  1. Lego

Have you ever considered buying Lego or building blocks for an adult? Deep down every adult is really just a big kid and we all love to play and utilise the creative and problem solving parts of our brains.

  1. Chores

Nobody likes chores. Make someone’s life easier and more pleasant by committing to making someone dinner, cleaning their car or doing their ironing once a week/fortnight/month.


Merry Christmas!

How to Get a Crazy Amount of Enews Subscribers

Developing your enewsletter subscriber databaseenews database

One of the best ways to ensure people sign up to your enews list is to make signing up as easy as possible. People shouldn’t have to search for where your sign up form is. It should be prominently placed on your website, Facebook page and other social media platforms.

Here are some other handy tricks to increase your enews subscribers:

  1. Offer something for free (such as a prize, a special reading, a discount etc)
  2. Give them something
  3. Put a link to sign up in your Twitter biography
  4. If you work from physical premises, have a sign-up sheet at your front desk or reception area.
  5. Hold a stall at your local markets or promotional fair. Have a sign-up sheet at your stall or a flyer that people can take away with them to sign up later.
  6. Include a link in your email signature, ‘be sure to sign up to my enews…’
  7. Offer to give short community talks or lead workshops for free and then explain that people can sign up to your enews should they want to learn more about you and what you offer.


WANT MORE? There are another ELEVEN tips in my book. Not only that, there is a section on what to include in your enewsletter, examples of what you can include as a subscriber giveaway/incentive, activities to develop your subscriber database, how to create the best subject line and tips on how to create a stellar enews. And that’s only one chapter out of the book! Purchase your copy of my book, Promote Your Spiritual Business, today for pages and pages of invaluable hints and tips on how to promote your business easily and cost effectively.

How to Write a Great Homepage

Writing a Homepage website home page

This is your website “foyer”. It welcomes people and guides them to their next step in making contact with you, booking your service or making a purchase. Waste no time in stating exactly what you do, services/products you offer, what your website is about and what you can do for readers of your site.

The layout and content of this page is vital as most people will “land” on it. It needs to be easy to read, navigate, understand and have a clear “takeaway” message. For example, George is a massage therapist and school teacher based in Perth.

Keep your homepage very short but still cover the essentials. Ask yourself this question: if someone only had time to view your homepage, will they know enough about your business?

Use a personal tone and tell people a story. Inform your readers straight away why you will help solve their problem. Don’t be coy—be explicit. What sounds more effective to you?

Example A

This book will boost your sales and will make you known for doing what you love. It’s an insightful guide on marketing for spiritually based businesses that is an easy and enjoyable read that will help you get your business or service noticed, quickly and inexpensively.

Example B

People have been saying for a while now that I should write an ebook and since I’m a writer I thought I should do that so here is a book on marketing. It started when I wrote about blogging but then I turned it into something more and now you get to read it.

Tip: keep your website consistent with your branding, style and voice. That means you should use similar language to that which you use on your hard copy marketing collateral and your social media platforms.

Want to learn more? Including how to start a website and write your own blog? You can buy my book here.


You may also like my blog post on how to write a great About Me page.

What do you mean by Facebook’s Algorithm? Why is it important to me?

Facebook’s Algorithm

Okay, so you’ve set up a Facebook business page and you are posting stuff regularly and people are starting to become engaged. More or less.

Be aware that not all your Facebook page posts will automatically reach all of your community, particularly if your page is categorised under business or any profit based category. I’ve noticed – whether it’s a coincidence or not – that not for profit and community pages seem to get a better reach. Much like Google, Facebook utilises a user based algorithm, which changes regularly. It’s vital that you have relevant and engaging content that will actively encourage your “likers” to search out your page and content. Facebook keeps an eye on everyone’s using behaviour, so it guesses which pages, posts and items you want to see the most based on your past behaviour. The more often you visit a Facebook page, them more prominent it will be in your timeline; which is often the last fifty pages you have viewed (as a user).

It does help if you mix up your content between text based status updates, external links, embedded videos (not YouTube or Vimeo, these are considered external links), images, events and questions. The aim is to keep your audience engaged with your page, so it’s not getting hidden in the noise of Facebook. But really, at the end of the day there is only ONE sure fire way to do this: consistently post excellent and engaging content. There is no other way around it!