The winning-est copywriting formula
A few weeks back, I road-tripped with a friend to deliver some training.
The good folks of Ravensthorpe and Hopetoun were keen to learn about email marketing, Google Business Profile, and executive leadership and who am I to let the people down? Kristen from Valeo Coaching and I climbed aboard and pointed my valiant i30 towards Esperance/Goldfields.
We stayed at a bit of a homestay situation and honestly? It was hilarious.
The proprietor, Sue, is very much involved in the Ravensthorpe Wildflower Show, which is (as the kids say) a Big Effin' Deal. When we walked into the house, she said 'oh, there are a few tea cosies around because I'm putting an exhibit together for the Wildflower Show'.
A FEW TEA COSIES?
When I tell you that every surface in this house was covered in adorable handmade tea cosies…
There were tea cosies in boxes. On benches. On beds, and in bowls.
We were all '...WTF is with the tea cosies, Sue?' and Sue told us that a volunteer in Queensland had sent her a tea cosy which was inspired by a WA wildflower.
Then she offered to send FORTY more.
Then she recruited other volunteers and managed to send over 100 bespoke tea cosies. From Queensland.
They're handmade and inspired by native plants and by the festival's 40 year history.
Wondering what this has to do with copywriting?
I'm glad you asked.
This project's got everything:
A niche audience.
A great story.
A strong call to action.
And I'm here from the future to tell you: with those three features, your copy (and your tea cosy fetish, I guess) just. can't. lose.
Martha Barnard-Rae is a Denmark WA-based SEO copywriter. She supports businesses in Denmark, Albany, the Great Southern and beyond with all the wordy things they need to stand out in the best possible way.
Her words live on the websites, blogs, videos, emails, and socials of businesses all over Australia. An accomplished speaker, Martha helps brands, business owners, schools, and Government Departments understand what they need to do to find their voices.
Martha holds an Honours Degree in English and a Master’s Degree in Education — communication truly lights her up. When she’s not crafting delicious words, you’ll find her walking two giant pooches, practicing her ukulele, or wrapped around a cup of tea, planning out her next Instagram reel.
To stay up to date, join the Word Candy crew on Instagram, or connect with Martha on LinkedIn.