Rebecca 🦩 Leppard

Putting together your portfolio is a chance to be proud of everything you've achieved as a writer! Today, I started putting some of my work (blog posts, B2C articles for major travel brands, and more) into one place. I'm impressed to see how I've developed as a writer over the last 5 years. Remember, it's important to take yourself seriously as the amazing creative that you are! See the start of my portfolio here: https://lnkd.in/gtDCKR_h What's the next step on your journey as a writer? What are you excited to share on YOUR portfolio of work? #portfolio #freelancewriting

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OK, some will recognise this ad as the work of David Ogilvy. If you haven’t heard of him, he’s known as The Godfather of Modern Advertising. A Brit who took on New York’s Mad Men and beat them at their own game. He founded the advertising agency Ogilvy and Mather – now just Ogilvy and one of the world’s biggest ad firms. Back in the day, he sold everything from Schweppes tonic, to P&O cruises, to Dove soap and loads more in between. This Rolls Royce ad is perhaps his finest work. And anyone who writes copy can learn from it. Let’s see how and why this copy super hero nails it: BAM! – a headline that grabs its target: It’s long but its powerful – and it singles out the audience he’s speaking too. That's rich people who want - and can afford – a car so smooth-running all they hear is the clock. The line wouldn’t work in a Ford ad, for example – as people buying Fords were worried about cost, reliability, space etc. No, this headline screams luxury. So, he grabs his audience from the outset. Then – KAPOW! – he reels them in with body copy that gives reasons to buy and overcomes objections. ‘Cos Dave knows nobody buys a Roller on a whim – it’s not a chocolate bar – so he pulls out some tricks: ‘The Rolls-Royce is designed as an owner-driven car. It is eighteen inches shorter than the average domestic car.’ Here, he overcomes an objection – most American cars of the day were the size of whales, and many wealthy people had drivers. Some may be suspicious of a shorter auto. But he says that, hey, this car is shorter as it’s for you – not for someone else to drive on your behalf. ‘The Rolls-Royce radiator has never changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black.’ This writes to the Anglophile nature of his target market, an American who wants an English car - with all the pomp and gravitas attached to it. ‘The finished car spends a week in the final test-shop, being fine-tuned. Here it is subjected to 98 separate ordeals. For example, the engineers use a stethoscope to listen for axle-whine.’ In other words, there’s good reason this car costs so much – as a lot of time, money and effort goes into its production. POW! He ends with an (oh so elegantly written) call to action You know exactly what you need to do should you want to shell out $13,995 for Rolls Royce, (which I imagine was more like $200,000 at the time of writing). All in all, copy genius.   Final note on this, do you know what car Ogilvy drove? A Morris Minor. (I’m kidding, it was a Rolls – he was a big believer in using everything he advertised.) *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms   Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

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Ogilvy’s advice to copywriters: I once read that David Ogilvy would often threaten his copywriters with a Greyhound bus trip. Greyhounds are the US equivalent of National Express here in the UK. Long-distance buses at cheap rates. Ogilvy was a great one for simple copy. And if he caught someone using complicated language in an ad, he’d tell them to get on a Greyhound. If they heard that word used by fellow passengers, they could use it in copy. If not, don’t Great advice. And you’d do well to follow it. Not necessarily by taking a Greyhound, but by talking to – and listening – to people. Don’t confine yourself to your own social circle. Go forth and mix. Chat to the delivery guy, the postie, the barman, the shopkeeper, the server, the street cleaner… Chat, chat, chat. The more, the better. Because when you write copy, there’s a person at the other end. And you need to use the same language as them. (And I can almost guarantee you that, in all your conversations, nobody will tell you they’re ‘passionate’ about something.) ***   Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms   Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you’ll discover how to market yourself better and sell more - bit.ly/thesoloarms

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Well, 2024 has been an Interesting Year so far… Totally unexpected tumbleweed in January. A forget-everything-else-sensational holiday at the start of February. Full-on and flat-out client work across February, March and April. All set against a backdrop of frustratingly fluctuating energy levels, thanks to an out-of-the-blue coeliac diagnosis last year and a seemingly sudden-onset inability to absorb iron well. (I blame Covid – I was fine until it finally got me.) But now I’m drawing breath and taking a moment to celebrate. Because this week marks my 21st business birthday – woohoo! 🥳 🎈🥂 Way back in 2003, I decided to embrace the freelance life for a second (and definitive) time. This week 21 years ago, I launched my copywriting and brand language business The Jarrah Consultancy – and it’s still going strong today. How many copywriters do you know with such a solid track record? I’ve spent the past two decades working with a wonderfully diverse range of direct clients and creative agencies, positioning and promoting brands big and small – from global industry leaders to names you’re far less likely to have heard of. Gathering brilliant business friends, much-valued appreciation and plenty of new inspiration along the way. So I want to say a big THANK YOU to everyone who’s been part of my (continuing) journey! Today, as a strategic copywriter, I’m all about finding ways to use personality and impact to bring a business to life. I help brands better connect with their audiences, and make the right impression on their ideal clients – in a way that helps them win hearts *and* minds. That might be through Jarrah, where I now work with a small portfolio of core clients, or through my Copy Café membership, where I provide tailored, on-tap copywriting expertise and support for consultants and small business owners. Either way, every day brings a new challenge for me to get my teeth into. And a new opportunity to reinforce a reputation established on perceptive thinking, inherent creativity and responsive service. All underpinned by a degree of down-to-earth professionalism that (according to my clients) sets me apart from so many others. What are *you* known for? And what do you believe is the key ingredient for business longevity? #BusinessBirthday #SmalBusiness #Copywriting #Marketing #BrandLanguage

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The most effective and compelling content—whether it's a personal branding story, an influencer post, a PR campaign or even a large conference—always manages to create an emotional connection with its audience. Humour, drama, suspense, empathy, curiosity and anger, to name but a few, are all powerful drivers that can make make your content memorable and impactful. Great content doesn't just inform; it affects. Welcome to the world of Afflatus Media.

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The reviews and testimonials we generally receive, are from clients thanking us for the great work we do for them. So receiving this Google review focusing on the articles we write for our own blog, was really special...thank you Daisy. "Cate at Creative Words consistently delivers insightful and practical content. Her articles, ranging from presentation tips to email writing strategies, are invaluable resources for business owners and professionals. Cate’s expertise shines through her well-structured, engaging, and easy-to-understand writing. Each piece offers actionable advice, whether it’s choosing the right content type or understanding the nuances of tone of voice. Highly recommended for anyone looking to elevate their content.” – Daisy Jerobon, Better Stronger #testimonial #GoogleReview #ClientPraise #content #copywriters #ContentWriters #MarketingContent #ContentExperts #BusinessContent #ContentGold #CreativeWords

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Ogilvy’s advice to copywriters: I once read that David Ogilvy would often threaten his copywriters with a Greyhound bus trip. Greyhounds are the US equivalent of National Express here in the UK. Long-distance buses at cheap rates. Ogilvy was a great one for simple copy. And if he caught someone using complicated language in an ad, he’d tell them to get on a Greyhound. If they heard that word used by fellow passengers, they could use it in copy. If not, don’t Great advice. And you’d do well to follow it. Not necessarily by taking a Greyhound, but by talking to – and listening – to people. Don’t confine yourself to your own social circle. Go forth and mix. Chat to the delivery guy, the postie, the barman, the shopkeeper, the server, the street cleaner… Chat, chat, chat. The more, the better. Because when you write copy, there’s a person at the other end. And you need to use the same language as them. (And I can almost guarantee you that, in all your conversations, you’ll never hear someone tell you they’re ‘passionate’ about something.)        #marketing #copywriting #advertising #copywriter #solopreneur   Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms   Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you’ll discover how to market yourself better and sell more - bit.ly/thesoloarms

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Ogilvy’s advice to copywriters: I once read that David Ogilvy would often threaten his copywriters with a Greyhound bus trip. Greyhounds are the US equivalent of National Express here in the UK. Long-distance buses at cheap rates. Ogilvy was a great one for simple copy. And if he caught someone using complicated language in an ad, he’d tell them to get on a Greyhound. If they heard that word used by fellow passengers, they could use it in copy. If not, don’t Great advice. And you’d do well to follow it. Not necessarily by taking a Greyhound, but by talking to – and listening – to people. Don’t confine yourself to your own social circle. Go forth and mix. Chat to the delivery guy, the postie, the barman, the shopkeeper, the server, the street cleaner… Chat, chat, chat. The more, the better. Because when you write copy, there’s a person at the other end. And you need to use the same language as them. (And I can almost guarantee you that, in all your conversations, nobody will tell you they’re ‘passionate’ about something.) *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms   Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

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As a brand, it's important to find our values and firmly believe in what we stand for. We, at SOEL, seek inspiration from the timeless things in nature. Our values are inspired from the following elements. ⛰️Earth- we may change time and again, like it changes from soil to landscapes or roads to cityscapes. But never forget that the true purpose is to "serve the community". ☁️Sky- be limitless. It inspires us to never stop creating. ☀️Sun- reminds us of the commitment to show up each day for our community and remain dedicated in our service. 🌙Moon- always be curious. Sometimes we may find answers even in the darkness! 🌿Plants - slowing down is important. Don't rush- enjoy the process because if you reach your destination soon enough then what will be left to look forward to? 🌊Water- Consistency is key and moving forward-whether fast or slowly, is the only way towards a better future. QOTD: which element do you resonate with the most? Drop your answers in the comments below. Visit us at www.soel.in to check out our range of products. #soel #branding #brandidentity #brandvalues #corporategifting #D2Cbrand #businessowner #womenentreprenuers

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Clients: please give clear briefs to your copywriters! Things that are useful to share: 💡 Wordcount (even if it's a range) 💡 Format: is it a whitepaper, article, listicle etc.? 💡 Subject 💡 Tone of voice / style guide / branding documents 💡 Audience: who are you trying to reach? 💡 Relevant info / sources (if desk research isn't part of your agreement) 💡 Call to action: what do you want your audience to do/think after reading this copy? 💡 Other e.g. examples of things you do/don't like or what's worked well (or hasn't!) for you before Yes, of course there will be rounds of edits but the clearer you can be about what you want, the closer we'll be able to get our first draft (and the more time we save because we're not having to go back and rewrite based on something you forgot to tell us in the first instance). On a totally unrelated note, I'm currently thinking of changing my wished-for superpower from teleportation to mind reading 😉 #FreelanceWriter #WritingBrief #Copywriter

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Evidently half the year has more or less eked by, so it’s time for us as freelance business owners to take a moment and give ourselves a business review. What’s going well right now? What can I really celebrate at this moment? Is the work I’m taking on aligning with my goals? What are my pain points? On June 17 12-1:30pm PST, I will be hosting a 90-minute mid-year business review. So if you need a tried-and-true way to audit your business, discuss your wins and challenges in community with other freelancers, and want a game plan on tackling your goals for Q3 and Q4 this year, this is the workshop for you. You’ll get access to TWC’s signature Business Audit worksheet, which is valued at $35! Spots are limited, due to the interactive nature of the workshop. So be sure to snag your ticket today! Also, I know that the group nature of these workshops may not be for everyone. If you’re looking for some 1:1 coaching, I’m opening up five seats for TWC listeners and community members in the last two weeks of June. (Did you know that joining as a TWC Patreon gets you 10% my coaching packages? Just show proof of your membership when you book with me, and we’ll take it from there) https://lnkd.in/gxWTPJTD

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Bravo to designer-editor-producer-CEO Scott Dadich for digging deep into his remarkable career on the podcast Print is Dead (Long Live Print!). His interview with show hosts (and design mavericks themselves) Patrick Mitchell and Debra Bishop is inspiring for anyone who wonders, in their work or life: Hmm, should I knock on this door? (Answer: yes!) How else do you convince a sitting president to guest edit a special issue of your magazine? (As Scott did with one Barack Obama at WIRED.) Or revolutionize the way editors at legacy pubs thought of their magazine in the digital space? (As Scott did with the top brass at Condé Nast.) Or create a documentary series to profile artists around the world? (As Scott did with Abstract: The Art of Design on Netflix.) Or start an agency that would utilize the skillsets of journalists and designers to help companies tell their stories? (As Scott did—and does!—at Godfrey Dadich Partners.) So lucky to call this gent a colleague of 20+ years, a supporter of my own creative endeavors, and a friend. And truly appreciate that he shared the hard lessons he's had to learn along the way. Because you can't always guess, once you knock, what will be waiting on the other side of that door. Highly recommend you give this ep a listen! And congrats, Scott.

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How about a LinkedIn Live on Pitching Basics? Wednesday, July 17 - 11 am? #PITCHPERFECT #FREELANCERS Working with freelance journalists inside the two seasons of Five Week Pitching Parties - I realised, many of you haven't sent a proper, professionally done pitch before. I totally understand. Many of you have become freelancers just recently. So let's get to the basics. What's an editorial pitch? What are the most important elements of a pitch? Do you send the whole article when you pitch a commissioning editor? We can tackle these questions on the LIVE. For best results, post your questions here and I'll follow this thread when I come on screen, on Wednesday, July 17! Okay?

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I was delighted when Lori De Milto, MJ at The Mighty Marketer interviewed me to learn my recommendations for how freelancers can save time and money by investing in expert help. She also interviewed Alexandra Howson PhD, CHCP, FACEhp, E-RYT, Morgan Leafe, MD, MHA, and Abigale Miller, MSc to learn their recommendations. Even if you are not a freelancer, this article gives great advice on how investing in experts—and really yourself—is one the best investments you can make. #medicalwriting #freelancing #professionaldevelopment

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As a branding strategist for CXOs and board directors, I have written my share of cover letters and helped clients in creating a go-to-market and networking strategy. I have always advised that a 'one size fits all/most' approach is not a winning one. It's all in the connection and alignment! Lately, more and more clients are asking me to create board cover letters and emails to introduce themselves to recruiters or board directors. The other day when a top CEO client asked me to help create a board cover letter template for another corporate board, I reached out to a board recruiter colleague at a top board/executive recruiting firm to gain his thoughts. This is what he said: ☑ “They should carry specific value to a particular board situation or person.” ☑ “They should complement or amplify the bio/CV that accompanies it.” ☑ "Know your 'ask' and be specific." ☑“They should be succinct!” 💡 “If it doesn’t complement the bio/CV – and it’s not specific to the particular board situation/person, it’s just more content to wade through and often repetitive to the core bio/CV.” What is your strategy to connect with recruiters or board directors for opportunities? Do you use cover letters? Do you reach out and introduce yourself in the body of an email, or on LinkedIn? #networking #boardofdirectors #brandingtips

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Do you want to make a splash with PR but are short on budget? Do you want to learn the secrets of the trade from a PR expert? If your answer is yes, then book this hour-long consultation session where you'll leave with actions to take to secure press attention. In this one-hour consultation call, you’ll learn: 🏅Easy-win PR strategies 📝How to write a press release and email pitch 🔎How to find media contacts 🌐Where your website ranks in search results 📈Easy strategic wins to improve your search engine rankings and drive more customers to your website Learn more via the link in the comments. #PR #PRAdvice #Marketing #MarketingAdvice

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"Going somewhere, go with travelbeta." This is one of the tv ads that's stuck with me. Simple, catchy phrase that's so easy to recite or mumble absentminded. .... I've mostly thought ads as intrusive until I DELVED into copywriting. Now, I read copies from way back, watch tv ads even listen to radio jingles because I'm looking for the compelling factor. Youtube ads are not even annoying again😂😂 Why? because I'm on a quest to know what makes people tick. To you content/copywriters that still skips ads and think it is intrusive, I'm telling you to HOL' UP and Watch ads! – Study the conversational style in these writings, admire and learn how the words flow into each other – Find the "Vim." The catchy phrase, the compelling factor that triggers response to brand familiarity. Dissect each phrase, each sentence that made people buy the product. Learning from previous copies should be in your routine.

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You know that one friend who’s always late? She’s fun, always down for karaoke, mixes some lethal cocktails…  She’s a good time (when she gets there… if she even shows up.) But would you let her organise your birthday party? Thought not. How could you ever trust her to come through? When it comes to what’s important, we don’t care about the bells and whistles; we want consistency and reliability. When you’re building a brand, you want to be the reliable friend, the trustworthy friend… The one you’d make your maid of honour and godmother to your kids. Show your audience you’re THAT friend by using your brand voice: - Bring that great guac everyone loves, every time (Describe and demonstrate the quality of your products and services every day) - Don’t ghost or leave ‘em on read (Always reply quickly to questions and feedback) - If you RSVP’d, be there on time (Deliver on your brand promise every time) - And if there’s an emergency, text ahead (Be transparent and honest in your communications) Be consistent and you’ll be everyone’s favourite. 

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