Copywriting is not just about making sales. Copywriting is about communication. Thoughtful, relevant, clear communication that relays what your business wants to say to people who need to hear it.

Sales are a natural by-product of doing this well. You’re using words to tell someone who needs something, “Hey, we’re over here, and we’re great!”.

But sales are also a natural by-product of creating close connections to customers when it matters most. Like in times of war or economic uncertainty – when customers become cautious or anxious and start to withdraw.

Sadly though, some businesses also behave the same. They become cautious or anxious and go quiet, waiting for a brighter day to pick up where they left off.

I can tell you without hesitation that this approach is the wrong one. Why? Because I’ve seen this approach, and its opposite, play out in tough times. And there was certainly a clear winner between the two.

Successful businesses stay open

My business was never so busy as it was during COVID. I must have worked 10-hour days for months.

What I noticed during this time was a clear delineation between customer communication strategies. Let me explain…

Business A Communication Strategy

• Double or triple customer communication
• Share insights to help customers get through
• Stay open about changes to products or services and why
• Create fun promotions to lighten the mood
• Innovate or pivot to meet customer needs – then tell them

Business B Communication Strategy

• We don’t know what to say
• We don’t want to appear weak
• It’s better to stay quiet
• This will all blow over in a few weeks

Which businesses do you think emerged from COVID in a stronger position (or at all)?

It can be tempting to blame budget and say, “Well some businesses have to cut expenses in tough times, so that’s why they stopped communicating”.

I don’t believe this and have never seen it to be true. You don’t have to hire a professional writer to maintain open communications with customers – guaranteed there is someone in your office who can put together a decent email. They could even send it to me for a quick review for like $50.

It’s not about budget. It’s about how they chose to respond to a difficult situation – by withdrawing rather than connecting. By not knowing what to say and so believing they should say nothing.

Successful businesses stay open. They show customers they care, they remain transparent about their own challenges, and they invite customers to rally behind them (which they often do).

Will your business succeed by staying open?

We now find ourselves in a time reminiscent of the COVID pandemic, where the future is uncertain and a growing number of businesses are starting to experience genuine financial or operational pain.

I dare say this is only the beginning too, and like the pandemic we may be in for months (if not years) of market volatility.

So what approach is your business going to take?

Will it be like Business B and go quiet? Or will it be like Business A and get closer to customers when it matters most?

If you would like support to develop customer communications during difficult times, please reach out. I’m even happy to look over staff or AI written communications to ensure they are clear and relevant for a minimal fee.

My main concern is that you do this, so your business emerges from whatever comes next, and in the strongest possible position.

As I power through the familiar “content push” that typically falls in the last quarter of the year, I’m reminded of the very real benefits businesses can achieve with forward content planning.

While many copywriters find themselves in a lull period over the December/January break, I’ve always been a big advocate for my clients to use this time wisely.

Any business owner with a vision for the year ahead will know exactly what they want their content to achieve. For example, they may wish to:

• promote a new or underutilised product or service
• increase brand recognition through thought leadership
• have a say about key industry themes
• improve website visibility on search engines
• reignite that all-important customer connection

Whatever the goal, the right content can get you there. But this is rarely achieved by doing it on the fly. The more you can plan ahead, the greater your chances of success.

Why get your content ready now

Content marketing isn’t as simple as it once was. There’s so much noise in every marketplace that it’s almost impossible to cut through with an adhoc approach.

If I wanted to increase brand recognition by posting thought leadership articles on LinkedIn, I’m hardly going to get there by writing one article each month on a random topic. And I certainly won’t get there by pumping generic AI-generated articles out into the content-sphere.

What I would need is:

• weekly articles on pre-planned captivating topics
• 3 LinkedIn posts a week comprising text, graphics, and video
• a quarterly schedule that tracks results

This is all very achievable, but can be difficult to put into play when you’re consumed by the day-to-day running of your business. Forward planning always takes a back seat during busy periods, and it’s not until things slow down that you remember why you wanted the content in the first place.

For this reason and plenty of others, it’s worth maximising quiet periods so you can hit the ground running when things dial up and you’re time-poor once again.

Use your downtime wisely

As we rapidly approach the end of another year, consider getting a jumpstart on your content plan for 2026.

A good copywriter will be able to work with you to develop a “bank” of content that:

• effectively communicates what you want to say
• positions your message so the audience can understand and engage with it
• incorporates SEO and other key elements
• achieves the return on investment you deserve

If you work with the copywriter outside of their regular busy periods (i.e.: from mid-Dec to mid-Jan), they’ll also be able to commit more time to your project so you can have everything done and dusted by the time February rolls around and the new year is in full swing.

To learn more about working with an experienced copywriter on your 2026 content plan, please get in touch.  

Artificial intelligence (AI) responses in search engines are becoming more widespread, and this will impact search engine optimisation (SEO) strategies. Sad, but true.

If you haven’t seen it for yourself yet, let me demonstrate.

I search “How to write an article”, which is exactly the type of search phrase an educational institution or a tutor might try to rank for. They could have spent countless hours refining a blog post just to have a chance to secure a page 1 result in search engines.

But once I type the words in the search, I don’t even think I’ll bother to look further after being given this without a single scroll:

It’s not all searches, but it’s growing

I did test other search terms and found not all generate an AI response. For example, “How do I do my tax return?” promptly serves up the relevant tax office page.

However, this change in search capability is something marketing teams should be paying attention to.

The SEO landscape has evolved relatively quickly, and I still hear people talking about really outdated practices like keyword stuffing or exact matching for searched terms. These have long been superseded by synonym-capable engines that prioritise content quality and authority over all else.

So what’s next?

I have a few ideas on how organisations can shift to keep getting their content in front of a captivated target audience. Of course, the how depends on the type of business and the products and services on offer.

Universally though, it all stems back to good ol’ relevance and engagement.

Every day I am so privileged to hear the stories and insights of people who work in so many sectors, and the information they share IS something that other people would want to know. These are not generic responses. They are genuine wisdom that was hard gained through doing life.

The more we see generic content, the more we crave personality (I hope!).

So even though AI-powered search responses may impact how and where we share the wisdom and personality, the point is that it still needs to be shared – for the one who has it, and the one who needs to hear it.

Sustainability has been a hot topic for many years, and if we look beyond the more corporate themes of ESG and the like, I prefer to think of sustainability in its purest form:

What is the most efficient way to sustain [a thing] so as to have the least impact on that which sustains it?

Becoming truly sustainable requires us to be more efficient and effective, where we are consciously taking actions that give us success now without impeding the possibility of success in the future.

If we look at business content through the sustainability lens, there are a number of interesting overlaps. Instead of constantly producing more and more and more content, we need to be on the lookout for opportunities to do more with less.

In this context, ‘sustainable content’ would be content that is:

Efficient to produce – requiring less time and effort.

Effective – is purposeful and serves to inspire, educate, or engage.

Lasting – reaches a reader on a meaningful level now, and into the future.

Upcycling what you already have

What many established businesses don’t realise is they already have a treasure trove of this content at their disposal.

Likely produced over years of thought leadership or marketing campaigns, scores of content pieces can be re-purposed and re-used by upcycling them with clever editing and slight changes in nuance. This can be a highly efficient, effective, and sustainable way to continue forging an online presence and maintaining connections with customers.

Big brands often miss the nostalgic value of this, with once-popular taglines and commercials constantly shelved for modern styles, when reigniting the old could trigger an affection for the brand long lost as the sea of competition grew over the years. (If you’ve never kicked back and watched an hour of 80s commercials on YouTube, I highly recommend it!)

This is not to say old content can just be pumped out without a second thought, or fed into ChatGPT to be rewritten in new – and likely more dull – wording. Today’s readers are more discerning with their time, so especially older and more content-heavy pieces would need the fat trimmed and the engagement level boosted for this strategy to work.

A place for the old and the new

While there will always be a case to develop new content to promote new people, products and ideas, don’t overlook the possibility of reigniting your existing treasure trove to see what it could do for your business.

The opportunities are really endless – from re-shaping a single article, to turning an article series into an eBook, or generating an array of thought-provoking social media posts.

If you don’t have a treasure trove of existing content, consider working with a copywriter (like me, *shameless plug*) who understands how to produce sustainable content. Through it, we can share the unique and timely insights of your subject matter experts, while building a collection of content that keeps giving well into the future.

For more content ideas, or to find out how I can assist with your next content project, please get in touch.  

Last month, Google announced that BERT will be joining their team. 

Short for something long and complicated, BERT is basically artificial intelligence (AI) integrated into Google’s search algorithm.

If you’re not familiar with AI or how it works, it’s simply a term to describe the intelligence of machines. Programmed with certain algorithms, a computer system can “learn” by analysing mass amounts of data.

In Google’s case, BERT can analyse how people search and “learn” the words people use to describe a topic.

BERT is still in testing phase, but it won’t be long before it (he?) rules the search domain.  

What this change means for you

How many times have you heard the word “keyword” when it comes to content?

For years, keywords have been the primary focus of search engine optimisation (SEO) efforts, because that’s how Google’s search algorithm worked.

Let’s use a law firm in Canberra as an example. The managing partner calls me and says they’re re-doing their website and want to “rank well on search engines”.

I start by researching what words (aka keywords) people use when they search online for a law firm in Canberra. I might find:

• law firm Canberra
• Canberra law firms
• lawyers Canberra
• Canberra lawyers
• Best lawyers in Canberra
• Legal firms Canberra
• I want to find a lawyer in Canberra
• I need a lawyer in the ACT
• Who is the best lawyer in the ACT?

And probably many more. But we’d choose the keywords that give us the best value (highest number of searches relative to the amount of competition for the keyword) and then use those keywords on select pages.

Ideally each page would maximise 1-2 keywords by including them in the title tag, meta description, headings and content.

Unfortunately up till now, the choice and placement of each word mattered a lot. You may rank first for “law firm Canberra” but on page 2 for “Canberra lawyers”.

This level of specificity has been a thorn in the backside of SEO companies for years, as they attempted to get their clients to page 1 for every keyword variation – usually with keyword-specific landing pages. These are pages that may not even be visible from a website’s navigation, but hone in on specific keywords so they turn up in search.

This approach is also expensive for clients, because they need to pay for all these extra web pages (and the content to go on them).   

The list of law firm search terms is also just a drop in the ocean. When you add suburbs to target location-specific search, or people use ACT instead of Canberra, or (worse) the company has a national presence, it gets ridiculously complex.

How BERT removes keyword obsession

BERT uses machine learning to understand the intent behind a user’s search.

So if I say “law firm Canberra” I could also mean “lawyers Canberra”, “ACT lawyers”, or even “legal help Canberra”. BERT understands this. It understands synonyms.

This is a huge leap forward and a big change to how many websites should approach their digital marketing.

Gone are the days when keywords reign supreme.

It’s all about topics now.

To stay relevant and be chosen in the new AI-powered search world, you must build valuable content around topics that align with your services.

The only time we want to use the word “keyword” is when we mean “the natural words my customers use to describe my service”. There will always be value in understanding these because when you use them in your content, your audience knows they’re in the right place at the right time. They can see that you offer what they need, which is essential to keeping them on the page long enough to learn your story.

The transition to BERT will also mean the way you write web copy is incredibly important.

Want to know why?

Contact me to learn more or find out how I can help your business in a post-BERT world.

A few years ago, I wanted to find a great business coach.

I found myself on the website of a person who touted their years of experience and great reviews from clients, and I was compelled to contact them…until I visited the “Services” section of their website.

Among a few other skills somewhat related to coaching, this person also claimed to be a copywriter. As an experienced copywriter myself, my first thought was any copywriter worth their weight doesn’t have time to be a business coach! So any business coach worth their weight shouldn’t have time to be a copywriter.

I didn’t call them.

When someone enjoys a subject matter so much they dedicate their working lives to it, it’s reasonable to expect they know their stuff. 

They do that, and only that, day in and day out. They read up on the latest trends and insights in their field, and work on projects that give them countless hours of experience.

That’s what I do as a copywriter. And that’s what I wanted from a business coach (I did find a great one, by the way).

Find your specialty

If you have your foot in a few doors and want to simplify your business, think about what you’re really great at and the type of work you want to do every day.

Then double down on it. Show your customers why you, and only you, can help with that type of work and how you do it better.

Successful businesses that offer a diverse range of services (such as a creative agency or accounting or legal firm) often do well because each service is managed by a specialist. These specialists have exceptional knowledge, do a quality job for clients, and make positive mentors for new starters in the field.

To help potential customers see this as a point of difference, find a great copywriter who can distil the true expertise of each service area, and demonstrate it clearly in web and other marketing content.

Icing on the cake

Specialising has other benefits too.

For example, it can make it easier to rank well on search engines (SEO).

When I thought the transmission in my car was playing up, I searched “transmission expert Canberra”. One came up near where I live, and their content lived and breathed transmissions. I was quick to call them.

Specialising can also make it easier to get approached for speaking engagements, get referrals from other businesses that complement yours (I’m always referring to and getting referrals from web designers!), and produce niche content that positions you as the expert in your field.

What does your business specialise in?

This is a guest post by Ellan Dineen, Marketing Associate at Design Wizard.

What is video marketing?

Video marketing is a marketing activity where you rely on a video to create engagement and sell a product or service.

The great thing about videos is that you can use them across various platforms such as blogs and social media.

It is a great alternative to traditional content writing as it allows businesses to create a more dynamic story.

How long should the ideal video be?

For maximum engagement, a video should be 2-5 minutes long.

How do you structure an engaging video?

• Present a problem
• Introduce you, your business or your product/service
• Explain how you (or it) can help solve their problem
• Have a strong call to action

Why do video marketing?

Video marketing is a trendy, new way of advertising a brand. It is especially efficient for younger viewers who prefer immersive content.

It provides another outlet and a different way of connecting with your audience. Furthermore, videos take much less time and are more memorable compared to other types of content.

The benefits of video marketing include:

• It positions you as an authority
• Provides valuable, shareable content
• Allows you to promote your brand on YouTube
• Helps with conversion and brings new customers
• Gives you a new option of promoting your brand
• It is a dynamic way of promoting your business
• Can help you get to younger internet users

If you need help with your video marketing campaign, start with some expert advice on creating a compelling video script!