Stop being mean to content creators: Knowing SEO doesn’t make you God
Following on from pointing out the popularity of content doesn’t mean it is useless, I thought I’d tackle the problem of resentment towards content creators by SEO copywriters. It bemuses me a whole heck of a lot to see SEO web copywriters all pooh-poohing content- via their blogs mind you, and their social. “Pssst… wanna hear a secret? Not everyone finds what they want simply by clicking through on the first page on Google.”... Read More
Stop being mean to content creators: We didn’t ask to be popular
There’s a bug in my ear and sand in my swimmers over this whole “content ain’t the new black” flim-flam. Yes, I have a vested interest in putting forward a case for content being all that and a bag of chips- it’s what I do after all! But here is two reasons why I am so very tired of the whole snicker, sneer and carry on associated with content being popular. Content was here first Long before everyone marched onto the SEO train, starting... Read More
Guess who’s a Pozible Ambassador- yep, me!
Pozible Ambassador Network It is with great pride that I announce I am part of the Pozible Ambassador Network. Those crazy crowdfunding cats, Alan and Rick, have asked me to help out future crowdfunders. While I haven’t done my own crowdfunding project (yet), you may recall I helped the transition from Fundbreak to Pozible back in 2009, and gave them their early start in social media and blogging. Since then, I have helped the guys on the odd occasion,... Read More
Yes, you do benefit from social media- PART 2
To social media or not social media- that is the question. Well, at least it is for some companies and I am here to answer that with a big fat YES. There are a lot of benefits to be had by using social media. If you missed the first instalment, please pop through to Yes, you do benefit from social media- PART 1. For those of you who’ve already done the first part of the blog, let’s get into it! Are you ready? Let’s go! Customer Service becomes... Read More
Yes, you do benefit from social media – part 1
According to some companies and heads of marketing, social media is a nice to have, but a non essential. They’re still playing the “yes but where’s the proof it generates sales?” game. So I’ve put together what I think is the case for social media as part of your marketing mix. The Penguin and Panda changes to Google have made social important to SEO Penguin, Panda and Social SEO Since Google updates Penguin and Panda, social media interactions... Read More
Case Study: Copywriting for PosterCandy
Background: Combining years of printing experience with new technology as an Instagram print creator, PosterCandy were in the market for copywriting and branding advice for their brand new product. Objective: To create a welcoming site with simple, clear and fun instructions on how to use PosterCandy to create wonderful prints and posters from an individual’s Instagram feed. The product is consumer neutral (anyone can use it), so the language... Read More
Is your marketing too clingy?
Don’t be a clingy company. Once you get a customer, it can be hard to let go. But what’s the difference between holding onto a customer and being way too clingy? Read on! Awkward Email Unsubscribe Guess what? Customers (potential and actual) will occasionally sign up for your email newsletter and then decide it isn’t for them. Don’t make their unsubscribe process hard. Don’t ask them to enter passwords when you know full well they... Read More
Freelancers don’t do profit share
Don’t ask for credit as refusal often offends Small business owners, entrepreneurs and startups, listen up! I, and my fellow freelancers, can’t afford to work for you in the hope of payment sometime in the future. As cool as you think your idea is, as amazing as you think your revenue projections may be, the fact of the matter is when someone freelances, it means they make a living out of doing project work for clients. That money is then... Read More
Ode to a Glasshouse: Losing the plot over work
The Glasshouse, Woolgoolga To say this week has been busy (or a nightmare) would give busy or nightmare new meaning. Coming to the end of a 50 hour week and knowing I will be working tomorrow and Sunday too is a little daunting. Make hay when the sun shines and all that, and I truly do love my job. But sometimes being a freelancer can really suck. Sometimes having any job (even one you adore), is a big pile of poo. But instead of pushing through into... Read More
5 Ways your website is driving people nutty
Having proved that yes, you do need a website, now let’s look at the ways your website could be driving people nutty and therefore not converting them into customers. Blocking Content When someone is reading on your site and getting to know what you do, stop blocking them with pop up prompts or floating social media that makes it hard to read. It’s like being at a concert, wanting to get into the action and then having some 6 foot 5 behemoth stand... Read More
On the road to a Content eBook
The journey to a fully fledged eBook has certainly been an interesting one. I started off with the usual staring at a blank cursor for way too long before I went “old school” and sat on the couch with a favourite felt tip and an art diary to write down the tangle of thoughts in my head. Post my little jotting session, the writing started pouring like vomit out of a toddler fresh off a rollercoaster. A much better sign, I can tell you. Planning... Read More
Marketing Myth Busting
Marketing isn’t some magic witchery found on the high of a mountain once you say the secret code to the gatekeeper. It’s actually a form of communication that combines branded storytelling, creativity, sales and product education in such a way as to attract customers. Let’s get rid of a few marketing myths that keep popping up so that you can make your marketing practical and useful. Ready? Let’s go! People don’t buy gibberish You don’t... Read More
Yes, you do need a website
You would think the whole “do I really need a website?” question would have been put to rest a long time ago. However, in recent months I have come across opposite sides of the argument questioning whether a website is necessary. One end of the see-saw was a freelancer who’d used WordPress a few years ago, his search stopped working for some reason and he didn’t have the time or brain space how to work out how to fix it. The other end... Read More
That eBook Experiment? I failed
You might remember I set myself the goal of gaining 1000 followers by January 31st 2013 in order to give myself that push towards writing my very first eBook. The idea was to really put the pressure on myself to get the task done, considering it kept popping up sporadically on the TO DO LIST like some kind of goofy Meer Cat but progressing no further. Well, I failed. I got to 990 followers at January 31st. I sat there for a little while considering... Read More
I’m Crowdsourcing an eBook. Am I crazy?
Earlier this month, I popped up a little post about the Spunky Little Marketing eBook. If you missed the story, basically it’s about inspiring myself to write an eBook by using Deadline Party Theory. I’ve promised myself I would write an eBook most of 2012 and have failed to shuffle that bad boy up from TO DO LIST to the magical place where red pen is applied as a sign of completion. As important as I think it is (especially being a copywriter,... Read More
Roadtesting: No B.S Trust Based Marketing
Taking the opportunity to catch up with some reading during my holidays, I tackled No B.S Trust Based Marketing. I was seeking something that could help the countless startups I have worked with, some information and guidance on how to foster trust with consumers quicker. What started out as promising very rapidly deteriorated into a complete an utter waste of my time. Here’s how: Customers are Irrational “I bought the entire book... Read More
Case Study: Naming and Tagline Development for ABC Splash
Background: Digital Agency ‘Spring in Alaska’ was tasked with the development of the brand and website for joint ABC/ESA and government funded digital education portal. The portal, the biggest of its kind undertaken in Australia, showcases the NBN and will be used as a mainstay platform for the education of children from infants through to senior high school. Spring in Alaska asked Unashamedly Creative to handle the crafting, workshopping and... Read More
Case Study: Infinity Professional ChangeMakers relaunch
Background: Educator and personal coach, Karen Lambert, was looking for a way to cut above the noise and clutter within the personal coaching industry and develop a strong presence online. Her coaching service was failing to attract the clientele who would most benefit from her services. Objective: Establish a niche market within the highly competitive field within performance coaching Create a strong, SEO friendly presence through website copy Identify... Read More
Case Study: eXpertLocal Launch
Background: Collaborative consumption startup, eXpertLocal, was looking at launching at the beginning of 213. CEO Jervis Bharucha engaged Unashamedly Creative to help with the initial marketing and planning, main website copy, and to generally support marketing, content and social media initiatives for the new business. Objective: To create a strong, SEO friendly presence through website copy To create content to help customers learn about experienced... Read More
Thanks to this lasagne, I can now surf. The MamaBake story
The wave of collaborative consumption. Just the tonic needed for an Australia that keeps being told its poor, in environmental crisis and disconnected! The original Mamabakers Thanks to this lasagne, I can now surf. The MamaBake story Michelle Shearer lives in the beautiful Mid North Coast of New South Wales. One afternoon a friend had made too much food and rang up to ask if Michelle and her family would like some lasagne. The act of sharing dinner... Read More
Going Mobile!
Things are getting super mobile in the world of Unashamedly Creative of late. It’s pretty amazing to see the explosion of content and usage of mobile Apps as more and more people change over to smart phones. Currently, I have 3 projects now on mobile with another to come (which I will talk about closer to release). Check them out! Gomi: A new client of mine, Gomi, is a great little App that allows you to keep your local streets clean and... Read More
Spunky little free marketing eBook
Must be all the festive season stuff happening but I have decided that I’d like to write my very first eBook and give it away. I need your help! To be honest, eBooks have been high on the priority of 2012 and I simply haven’t made the time to do one. So I am calling on the crowd to help me kick that nasty habit of simply looking at the idea on the TO DO LIST and adding a bit of deadline party theory to it. You need to inspire me to get it off... Read More
Why Tweet Regularly on Twitter?
To say I tweet a lot is an understatement. At current count I was tweeting under 4 active accounts with two others currently having a nap. Anyone who follows any of my accounts such as my Unashamedly Creative Tweeter @noshamecreative or my side project for women @discordia_Zine knows I usually schedule a fair whack of content in there too. So why do I do it? Because it’s super beneficial to what I do. Here’s why: Your imagination goes wild Snuffling... Read More
The Dumbest Mistakes a Startup Can Make
Having worked with the likes of successful startups Space Heroes Universe, Pozible and Open Shed, as well as keeping my finger on the Australian and overseas startup scenes, I’ve noticed a couple of really (and I mean face palm central here) mistakes startups can make. Want to know what the dumbest mistakes startups can make so you can avoid them? Great! Let’s do this thing. 1. Not Taking Content Seriously This is pretty much the... Read More
Why is Creativity Important in Marketing?
Admittedly, there are self indulgent idiots within the marketing industry who have given creativity a bad name by making campaigns that are heavy on the abstract and light on the message. However I do believe most customers, clients and people can spot the difference between ‘wanktivity’ and ‘creativity’. Therefore I make it my mission to prise the word ‘creativity’ back out of their cocaine encrusted, award clutching hands and explain... Read More
Roadtesting: A Whack on the Side of the Head
It’s super hard to believe ‘A Whack on the Side of the Head’ has been kicking sand into the face of boring approaches for 25 years or more. Why? Because for stuff that makes perfect sense it’s surprising more people and companies haven’t taken it on board yet! This is my little bouillabaisse summary of what the book gave me – I’m pretty sure it will give you something else, so if you can, please get your mitts on a copy. Anyway, let’s... Read More
69 Ways to Keep Your Sanity When Marketing
It was my birthday the other day and I realised I have been in marketing for over 17 years. In that time, I have seen a heck of a lot of things change. So it made me wonder how I have managed to stay sane, keep with the times and metamorphosis into a strategic freelance marketer. 69 Ways to Keep Your Sanity When Marketing is a result of that pondering. The various forms of advice help keep me going in the right direction. I hope you enjoy it and... Read More
Roadtesting: Maverick Startup
I picked up the Maverick Startup by Yanik Silver as it seemed to have a bit more substance than the usual “go team go!” style startup book. Startup is a difficult subject because in reality, there isn’t a road to fame and fortune, a bunch of stencils you need to fill in for guaranteed success or even consensus in the approach you can take to be a success. Startup is in essence the ultimate bootstrapping challenge. And as you are bootstrapping... Read More
Using Twitter as Your Blog’s Loud Hailer
So you’ve planned out your blog, checked a few blogging lessons and you’ve got a hankering to get it out into the world. Great! Meet your new best friend, Twitter. Look, Facebook is OK but if you want more than your mates reading your stuff, Twitter should be your main social media. With Twitter, you end up with the following reach: Your followers, Under specific topic headings via tags, The followers of your followers, Via trending topics, As... Read More
6 Roadblocks That Cost You Customers
Imagine if you had a long deserved holiday planned and you had to travel in the car for a couple of hours to get there. Now imagine if little things beyond your control started making the drive longer, unpredictable and stressful. You’d end up starting your holiday with a poor first impression that may even affect the whole vacation. The same applies to your online experience. Customers are travelling to your site to enjoy your product. That journey... Read More
9 Things Your Product Cannot Be
No, I am not talking about whether your moose nostril hair trimmer will fly, I am talking generally about the 9 Things Your Product Cannot Be in terms of what will survive in an increasingly competitive market and survive as a startup. Are you ready? Your Product Cannot Be… For everyone Seth Godin says “a product for everyone is a product for no one” and it’s true. You need to know who your fine little wedge in the market is and speak... Read More
Roadtesting: Word of Mouth Marketing
You’d have to be living under a rock somewhere not to know the power of word of mouth marketing. Trouble is it’s such a hard thing to cultivate it often ends up in the marketing too hard basket. So in an effort to check out if there is a magic formula, I picked up Andy Sernovitz’s Word of Mouth Marketing: How Smart Companies Get People Talking. Here is what I got from it. People trust opinions from people who haven’t let them down previously.... Read More
Copywriting No-No List
Being a creative Sydney copywriter, I do dig around in cyberspace a lot checking out how people go about their writing. Sometimes I stumble across things that make me cringe, wonder what the heck the person was thinking or shake my head in bemusement. If you don’t want someone like me or your customers having the same reaction to what you write, avoid the copywriting no-no list! 1. Writing to ‘match’ your competitors. Find your own... Read More
Tweeting at Events- Yay or Nay?
I’ve recently started attending more talks and conferences and picked up a completely alien concept to me before, tweeting whilst there. I knew everyone did it, it’s how I often catch up on the events I can’t go to using the tags. It just wasn’t my thing. But then I started and I loved it…however, the last event I went to the majority of the audience was not tweeting. And the vibe was different. It was more attentive and warmer somehow.... Read More
Staying on the Ball
This week has been one of those weeks where my pencil didn’t seem sharp enough. As a creative copywriter required to churn out all kinds of assets each week, feeling flatter than a pancake that’s tangled with a steam roller is not a good thing. So I try* to stay sharp with the following things: Change Scenery I have an awesome setup at home, however it does become painful to spend home and work in the same spot. When I find this is the case,... Read More
The Results of the TaskRunners Survey
Thank you to everyone who who took the time to respond to the very first survey by new collaborative consumption business, TaskRunners. For those of you who don’t know, TaskRunners aims to carve out opportunities for free time and extra cash by sharing tasks across neighbourhoods and communities. This exciting little client of mine is run by soon-to-be-mumma on a mission Cheryl Leong who is throwing her all behind hooking up people with assistance... Read More
Interns and Startups in Australia
It’s super popular to grab an intern for some extra work with your social media, blogging and whatever else you have going. However there is a lot of misconception about what you can and can’t do with an intern in the startup arena. Having investigated this for a couple of my clients, this is what I found out after speaking with Fair Work Australia. Unless you are a registered arts body or not-for-profit, you need to either pay your intern... Read More
Roadtesting: Who Killed Creativity?
As someone who carries a title of ‘unashamedly creative’ and talks about being a ‘creative copywriter’ choosing a book called “Who Killed Creativity?” seemed like a logical thing to do. I was super sceptical at first when it talked about paralleling crime scenes and psychological profiling with the creative process but having now finished it, I am really, really pleased with this book. Having read a heap of business, marketing, abnormal... Read More
Pozible Crowdfunding for Startup
Last night I crashed an intimate evening of people discussing how to use crowdfunding for startup with Pozible Co-founder Alan Crabbe. Why crowdfunding and startup? Crowdfunding is a great way to measure early adoption of your product and/or to financially support your goals in a way that can also be used to demonstrate popularity with Angels, funding bodies and more. But how do you use it to its best advantage? The platform is a tool: The... Read More
Clients in the News
It’s always super rewarding to see Unashamedly Creative clients kick goals but September has been especially awesome for TaskRunners, Open Shed and Space Heroes. Cheryl from TaskRunners at the Breakfast Point Fair TaskRunners First Public Appearance I met Cheryl from TaskRunners 3 months ago when she was still working her full time job and just about ready to make the leap into the dizzying world of startup. Since then, Cheryl and I have... Read More
Screw Blogging Rules
There is something slightly obnoxious about blogging rules. They get this little creative Sydney copywriter in a tizzy. Usually because some poor client I’ve inherited has been frightened off blogging because of some nincompoop and their mystical set of rules. Balderdash! The reality is SEO, guest blogging, frequency of posting, post timing and so on are all trumped by one thing- the quality. Join me in screwing blogging rules and be prepared the... Read More
Be your own strategic freelance marketer
It’s easy for me to stand up on the roof and shout “look at me, I’m a creative Sydney copywriter and strategic freelance marketer!” but what would be the point if I didn’t take my own medicine and try to write a lot and market myself? When you become a freelancer your clients don’t just turn up at your door asking to hire you. Even the super popular ones are rocking it through making themselves known to people on a regular basis. You... Read More
Australia- you so hot right now!
After a cruisy beginning to the Sydstart morning, Pollenizer unleashed a firecracker in Mick Liubinkas. Funny, energised and just that smidge of rye that grabs attention, his presentation was the double barrel Espresso needed to get the presenter specific portion of SydStart humming. Here’s what I took from what Mick had to say: Focus- none of the B2B and B2C “let’s stick a leg over both sides of the fence and hope it works” stuff. Pick... Read More
Pinterest 201: Pinning to Get Noticed
There’s content flying all around Pinterest at the moment and there is a lot of talk about how it can benefit your creative pursuits or marketing. But how can you make that happen? Well, check the Pinterest basics first and then jump on board for this edition, Pinning to Get Noticed. Think about how it can work for you Planning any kind of social media is a better way to go than to just dive right in and Pinterest is no exception. For some businesses... Read More
Pinterest 101
Already making a huge splash in the market, Pinterest is proving extremely popular with people- especially women. So how do you make the most out of Pinterest for your business? Consider this your 101 on starting Pinterest on the right foot. The basics: Registration: If you are going to use an existing social media login for your Pinterest registration, Twitter is the better choice when compared to Facebook. Facebook only links Pinterest to your... Read More
Case Study: Opportunity Knox
Background: As a business to business site servicing the import/export market between Australia and China, Opportunity Knox needed to improve their online presence and cater for the two markets appropriately. Unashamedly Creative was brought in to work on the copy. Objective: To draw on knowledge of the Asian market to create copy that set the Sydney based company ahead of other choices in the Chinese market for entrepreneurs seeking design, manufacturing,... Read More
Roadtesting: The Mesh by Lisa Ganksy
Considering the rise of collaborative consumption in Australia, it was time to take a look at the Mesh by Lisa Gansky. Here is what I gained from reading it. Trust: Anything to do with community, trust is fundamental. Trust is a social currency too and the best way to build it is through hyper-social activity. The more social people feel, the more likely they are to connect and the more connection they make, the more trust will follow. The more trust,... Read More
Customers are People First
In this day and age, where we know that people have access to Google, review sites, social media and word of mouth in order to make an informed purchase decision, it still boggles the mind that some companies and products insist on treating their intended customers like idiots. It might be oddly comforting to think everyone fits into one cookie cutter design, or that we truly are “sheeple” that have no clue what we are buying but attitudes like... Read More
The A to Z of Aussie Freelance Resources
If you freelance and you are in Australia, here are a few things that’ll probably make your life easier. If you have any to suggest, by all means send them through! Couple of notes: I have tried to be accurate with URL and description, however if I have got something wrong somewhere, do let me know this too! Any mistakes are not intentional. This list has been done voluntarily. I’ve tried to keep it relevant and helpful to Australia but not include... Read More
Roadtesting: The 4 Steps to the Epiphany
Part textbook with worksheets, part case study and all customer development model book, the 4 Steps to the Epiphany does read like homework, but it is the homework that a lot of businesses fail to do that could increase their chances of success. Here is a book trying to educate people away from failure using a very common sense idea- develop for the customer. The 4 Steps to the Epiphany refutes the notion that start-ups should “fail fast” (the... Read More
Always Start From Scratch
When you are invited to do some else’s marketing or copywriting, it can be tempting to take a look at what has gone before and go from there. But the trouble with this approach is you don’t give yourself or the product in question the opportunity to take advantage of a fresh eye. Here are the top 4 reasons why you should always start from scratch. 1) Fresh Eyes Are Invaluable When a group of people have been working on something for a while,... Read More
Guest Post: Social Media 101 (mark II)
Social Media 101 (mark II) This is Part Two of a Two-Part Blog Series by the Queen of Social at Sarah Allen Consulting on how freelancers can use social media marketing to get results. If you missed Part One or would like a refresher, click here. Howdy freelancers. You’ve had a few weeks now to digest Part One on Social Media 101 for Freelancers, which was all about the importance of seeing social media as a conversation, finding... Read More
Guest Post: Taking Care of the Basics
For this blog in our freelancer series Tony Keen from TK Proofreading is Taking Care of the Basics. Oh, and if you need a proofer and you mention this blog Tony is giving a generous 20% off his services! Take it away Tony! TAKING CARE OF THE BASICS You may be great at expressing yourself in the written form, but if you can’t get the basics right nobody will take what you have to say seriously. As a writer it really frustrates me to see the most... Read More
My Experience: Freelancing in account management by Carolyn Stebbing
Another freelancer has dropped by to share her experiences- welcome Carolyn Stebbing and her experience of freelancing in account management! Take it away Carolyn. My Experience: Freelancing in account management by Carolyn Stebbing Earlier this year I dipped my toes into the freelancing pond. I was keen to adjust my work-life balance and freelancing offered the change of pace I’d been craving. I figured that in between contracts I’d... Read More
Roadtesting: Purple Cow by Seth Godin
There are a lot of books written on marketing and now with blogs, it can be a situation of truly wondering if you are going to get some real advice, or just “marketing wash” to sell the book or blog itself. Some advice is so dated it sounds like a “comes with free steak knives” style ad in your head. Other stuff is just pure SEO work that values ranking over content. Snore! But once in a while there is a marketer who truly knows what they... Read More
How I help me get things done
In response to reading “Getting things Done” I have captured a few of my own personal points and organisational ideas. Hopefully they help you. Feel free to share what you find works too. I’m bang up for anything that improves productivity. Organising stuff: a) Asana is great for managing the workflow of a project piece by piece, but nothing seriously beats moving away from the desk and drawing things out manually on paper. b) To Do Lists are... Read More
Drivers Ed for Backseat Drivers
Anyone who has ever worked at an advertising or marketing agency, as a freelancer or in roles like product manager knows just how annoying backseat driving can be. Beyond being annoying backseat driving is downright dangerous. Let me explain why being a backseat driver not only sucks, it’ll cause you to crash. You asked for directions for a reason… When you approach someone for help it’s because you have already identified you need someone... Read More
Guest Post: Social Media 101 by Sarah Allen
Welcome to the first ever guest blog for freelancers! Take it away Sarah! This is Part One of a Two-Part Blog Series by the Queen of Social at Sarah Allen Consulting on how freelancers can use social marketing to get results. Did you know that a third of small businesses are now using social media, while 40% of companies still admit to having no training in this fast-growing medium? One of the great things about putting social... Read More
CASE STUDY: Space Heroes Universe Character Refinement and Development
Background: A start-up in the virtual world space Space Heroes Universe prides itself on story driven elements intermingled with online community building and game play amongst children. Geared at the 6 to 12 year old market, creating believable, fun and appealing storyline characters together with appeal to the Gen X parental market is extremely important. Unashamedly Creative was engaged to work with the Marketing Director to flesh out some of... Read More
CASE STUDY: Open Shed Member Survey
Background: A startup in the collaborative consumption space, Open Shed (www.openshed.com.au) was looking to qualify some of the assumptions about how people use Open Shed, what they were hoping to get out of it and how they approached the idea of collaborative consumption. Objective: Unashamedly Creative was engaged to assist with clarifying these assumptions, work out a research strategy and incorporate the findings into marketing and brand planning... Read More
CASE STUDY: POZIBLE “LET’S TALK CROWDFUNDING SYDNEY” EVENT
Background: Australia’s leading crowdfunding platform, Pozible, required assistance with their first major Sydney event entitled “Let’s Talk Crowdfunding!” The first event in Melbourne, whilst still positive, had less than 50% turnout. Pozible engaged Unashamedly Creative to assist with the event’s management and communications for the event in Sydney to test whether the series was a viable national road show. Objective: • Lift conversion... Read More
Put the Fishing Pole Away
It’s great to get advice on your creative endeavours and your business ideas. In fact, working with people and collaborating is a great way to get a fresh insight on what you are doing. But sometimes asking for advice really does come down to one simple question: Do you want opinions or do you just want validation? We are all guilty at some point or another of wanting to hear what we want to hear, but when it crosses over into the business world... Read More
Don’t be a Start Up Slum Lord
I was shocked and horrified to see a blog on an Australian women’s site recently about how entrepreneurial it was to use online auction sites. It really, really yanked my chain as both a freelancer and a woman that they would offer such a solution, especially under the guise of entrepreneurial spirit. Are you having a giraffe? I have worked with countless small businesses, NFPs and start-ups and I know the budget is tight but seriously, let me spell... Read More
Revised: Further Ways to Market Arts
Fortune does favour the brave! Here are some things to try. Sending press release out with photo to whatever works- there are places such as FasterLouder, Music Feeds, Side Street Sydney and also sites such as StreetCorner, Throw Shapes, TwoThousand a myriad of other places. Anyone you are paying to advertise with, totally send that content. Drum, Fbi etc will publish it, especially if you are paying. With FBi and 2SER, offer a free double pass to... Read More
Social Media Expert Schmexpert
Admittedly, I have a tongue like cactus at time and can be a little quick to fire the opinion gun. And I can be a little stubborn at times when it comes to letting go of an opinion once formed. This is why I have sat on this particular topic before putting pen to paper for nigh on two years now. But enough mulling over, it has to be done. It must be said. I seriously cannot stand people who call themselves “social media experts”. Harsh? Maybe.... Read More
The Australian Freelance Market
As an Australian freelancer who is passionate about the local landscape, Rebekah Lambert, a creative Sydney copywriter and freelance strategic marketer, undertook a survey of the Australian Freelance Market. The main aim of the survey was to understand the issue facing freelancers as well as gather contacts within the industry. After searching for a good six months prior to launching the survey, despite inclusion of freelancing in Census data, articles... Read More
Acing Email Marketing Campaigns
As a creative copywriter, I have been asked to make suggestions and generally improve overall performance of email marketing campaigns for more than a decade. Consider these tips your guide to help make your email newsletters and/or campaigns sparkle! Choose Responses over Clicks One of the most common dilemmas my client’s come to me with is that their click through rate has gone down. This is worrying sure, because one of the metrics we are trained... Read More
Just Don’t Move: Pt 3
I often talk about empowered customers and how we all have so much choice, flexibility and options these days. It isn’t until you move and you deal with utility companies however that you realise how screwed in certain departments you are. Here is my third and final part of the series entitled “Just Don’t Move” We’re rolling out a National Broadband Network…Unless you live in Waverley- iiNet is my provider and have... Read More
Roadtesting: Juicing the Orange
The funniest reaction I have had to reading this book is someone half jokingly asking “Do you really need a book for that?” Not sure if they have a 50% leaning to me being somewhat dim enough not to know how to make orange juice (I can…well, I could if I wanted to, honest!) or commenting on why creativity is needed so desperately in marketing, but here it is, “Juicing the Orange”. Obviously what attracted me was the idea of creativity... Read More
Revised for 2012: Music Marketing 101
These are the tips and tricks you should really employ to get your band coverage… start here and the foundation will grow! Record a demo, even if it’s in your garage or bathroom or your Nanna’s house. We are not talking sending this puppy to record companies- we are talking having something to put on your MySpace Reverbnation or Band Camp. You are selling an auditory product and no matter how schmick your photos may be or your bio, funny, ultimately... Read More
2 Million Reasons to Smile
A mere five months on from achieving $1million in pledges, Pozible has hit 2012 running by reaching the $2million pledge mark in March. And the goal kicking for the original home-grown crowdfunding platform for Australian creative and socially innovative projects looks set to continue. Fast becoming one of the most popular and effective funding options available Pozible has seen tremendous growth in exposure and audience participation since... Read More
Case Study: Barossa Real Estate
Background: Situated in the heart of Australia’s leading wine region at Tanunda, Barossa Real Estate was an established business within the Barossa Valley, South Australia. Surviving on a placeholder web page and working in the highly competitive and ever changing game of real estate, Barossa Real Estate (BRE) needed both copy and web solutions to differentiate their business from others in the area. Objective: • Go beyond providing information... Read More
Updated: Some Pretty Cool Stuff
The internet has become a pretty cool playground! Whether you are creative, into business or chasing a new way to crack a project, there are some definitely head turning newbie’s out there. Here are a few of my current favourites. Note: I have taken them from the angle of how they help creative people and businesses because that is what interests me. Most of these do however have much further reaching applications. Plan Big: PlanBig has been around... Read More
Crush it- I freakin’ love it!
I did the super uber nerdy reader thing in January and went to one of those “50 Books You Have to Read” for business people. What can I say, I was a little tired of re-reading my current collection and really don’t like snuggling up with a good blog before I go to bed. From that list, beyond the Richard Branson books I already had (being a card carrying Fanson, you know I had to have them!) I chose an unremarkable number of books- 6 to be exact.... Read More
The Empowered Consumer
We hear a lot these days about how we as consumers are the mercy of big corporations, are being dealt a rough hand by paying over inflated prices or are being mislead by advertising more than ever. I have to say, what utter hogwash! It appears to me consumers (and we are all consumers in one way shape or form) are more empowered than we have ever been. Here’s how: We can shop however we want, whenever we want Australia really has come into its own... Read More
Leap, leap?!…Ah Why not Leap?
Today is the day after the Leap year day. The time when I remember my sister’s friend Kris who only gets an “actual” birthday every four years and takes it in her stride by following the ‘less is more’ motto, the time where traditional marketers push people towards making a change in life (“leap into my sale otherwise my boss will beat me, please!” ) and where I think of frogs doing extraordinary feats, whether they be cartoon or carbonated... Read More
A Fab Feb eMuse from brainmates!
Welcome to the Fabulous February edition of eMuse! We’ve got exciting news about a new partnership, we look at the minimum viable product with Adrienne, Nick dons his spacesuit for some sci-fi inspired innovation, Nat implores us not to forget the buyer and the brainmates get set to get conversational in Brisbane, Sydney and Melbourne with Product Talks. Read on to find out more!In this issue: brainmates and Ryma: Delivering Product Management... Read More
Sydney, now it’s your turn…. Let’s Talk Crowdfunding!
After a successful Melbourne event in late 2011, Pozible now brings “Let’s Talk Crowdfunding!” to Sydney. This free event is for anyone who wants to learn more on crowdfunding for creative projects or simply for people interested in self funding through platforms like Pozible. Join us for a helpful, informative and passionate discussion on crowdfunding your dreams and ideas with like minded individuals. The evening is aimed at giving anyone... Read More
A Game Plan for 2012
Tucking into another busy year? Here are a couple of tips to help you start with a level playing field through planning out your game plan for the year. Start the Game Right Imagine the new year ahead like a chess board and get ready to start the game. Think of the white pieces are the things you can control and the black pieces are the competitors and things that crop up outside your planning and control. To identify your white pieces: List out... Read More
So simple it has to work…
I recently finished reading The Secrets of Word of Mouth Marketing by George Silverman (have put up some pieces from it previously and still have another 5 pages of notes I may share, depending). Each time I pick up a book of this kind, it’s great to find some kernel of wisdom that really rings the bell. Here is that bell ringer for me. I wrote down a heading (like the studious little freak I am) of “Six Steps to Harnessing Word of Mouth” with... Read More
Jaws: Taking a Bite Out of the Competition
Holidays mean sitting back and relaxing, so here I am, late at night watching Jaws. Yes, great viewing for a seaside holiday right? Anyway, that, combined with currently reading 3 books at once, one single message seems to becoming clearer and clearer… people enjoy a slow reveal and anticipation much more than being beaten over the head with a message over and over again. Am I stating the blindingly obvious? You would think so. I know my writing... Read More
More Word of Mouth Goodness
The Secret of Word of Mouth, 2nd edition, by George Silverman More word of mouthly goodness… (if you have missed the first instalment, check here ) Getting the Right Attention… Getting Attention is important for the right reasons and using the right methods. In order to get this right, think about the following: What does your product improve? The faster you deliver a positive experience, the more loyal your consumer will become Focus... Read More
Your Project on the Operating Table
Make no bones about it, it really sucks when an idea or project doesn’t work out the way you want it to. But how do you tell the difference between natural causes and misadventure? And what should you do to avoid another untimely demise of a beloved project? Consider this your autopsy and next steps guide to the projects that go belly up! Nurse, I need 10cc’s of Ego, stat! First and foremost, when a project fails to achieve a benchmark, please... Read More
The Secrets of Word of Mouth Marketing Pt1
The Secrets of Word of Mouth Marketing, 2nd edition, by George Silverman Admittedly, I am only half way through this book so I hope it doesn’t end with a big fizz. However, I have already grabbed some great points from it I would like to share. Well, actually I am half way through and made about 10 pages worth of notes, so if I leave it too long it may overwhelm me with the sheer amount to write up, but I digress… Here is what I have found... Read More
Retail and the Multi-Channel, Mobile Australian Consumer
By far the biggest impact on retail seen in the last twelve months has been the maturation and genuine arrival of mobile commerce in Australia. And of course when you get a room of 100 clever, on the ball Product Managers in one room together, brainmates Product Bash 2011 was dominated by the influence of mobile commerce on the retail experience. Our panel of Mark Rowland, Co-founder of online shoe retailer Style Tread, Andrew Rechtman, Product Director... Read More
How to Stay Afloat in a Competitive Retail World
As brainmates continue our exploration of the discussion coming from Product Bash 2011, our panel of Mark Rowland, Co-founder of online shoe retailer Style Tread, Andrew Rechtman, Product Director of PayPal Australia and Daniel Roberts, Head of Online for the Woolworths non-food businesses Dan Murphy’s, Big W and Dick Smith, shared their thoughts on “The Internet Super Mall and the Future of Retail” in relation to how to stay afloat in... Read More
Road Testing
If it is at all possible to claim you can “collaboratively consume” an idea, this is what I am kicking off now with my book, DVD and whatever the heck floats past road tests. After being an avid follower of the journey of Lisa from Open Shed and Co-founder Lisa’s blog I realised just how important it is to share the finds you make as you traverse the Internet. Reading Lisa’s overview of books, videos and ideas has helped inspire me basically... Read More
Product Bash 2011: The Future of Retail and Burning Audience Questions
At Product Bash 2011, brainmates asked their panel of Mark Rowland, Co-founder of online shoe retailer Style Tread, Andrew Rechtman, Product Director of PayPal Australia and Daniel Roberts, Head of Online for the Woolworths non-food businesses Dan Murphy’s, Big W and Dick Smith, to put on their best gypsy garb and take a deep longing gaze into the retail product manager’s crystal ball to give their perspective on the future of retail in relation... Read More
Why Do Australians Pay High Prices in Retail?
There is no secret that even as Australia experiences a strong dollar against the US currency, our prices seem extremely high, especially when compared to what we can choose to pay if we shop online from overseas. So why is this the case and how can local retailers manage to compete? The Product Bash panel of Mark Rowland, Co-founder of online shoe retailer Style Tread, Andrew Rechtman, Product Director of PayPal Australia and Daniel Roberts, Head... Read More
Tried and Tested Ways to Kill Freelancer Enthusiasm
So you’ve just hired a freelancer with the right attitude and skill set for a job and they are passionate and keen on the tasks ahead. Not happy with their go-getter attitude? Then you need to follow these Tried and Tested Ways to Kill Freelancer Enthusiasm! Hire them based on their experience then systematically devalue it Nothing says “cop that ya freelancer!” like a good old fashion devaluation of a freelancer’s experience. The best way... Read More
Why every office should have a Labrador
Morale Office Gibson T. Dog provides more than you think to the day to day operations of Unashamedly Creative. Here in no particular order is why every office should have a Labrador. Lunchtime Companionship With a Labrador around, you always have a lunchtime companion who is very keen (and I mean VERY keen) on hanging out with you. You never have to feel like a complete Nigel eating lunch all alone with a Labrador around! Exercise is Mandatory It... Read More
Why a freelancer community?
Some people have been asking me lately what the whole freelance survey is about (for your reference, here is the original post http://unashamedlycreative.com.au/2011/10/calling-all-freelancers/) or where it might lead. Here it is in nuts and bolts… Hello- is anybody out there? I started doing a full time freelance gig in 2009 whilst still employed because I wanted to see if it worked. I had some mates who had varying degrees of success across... Read More
Ten minutes with brainmates Natalie Yan Chatonsky
What lead you to first get into Product Management? My first exposure to launching new products was when I was in business development at Yahoo. When I first started working at Yahoo in the late 90’s (prior to the dot com boom), it was my job to recruit offline big brand retailers to build their first online store through an Yahoo! Australia & New Zealand’s shopping mall. My role was to go out there and talk to retailers about how e-tailing... Read More
Calling all freelancers!
Are you tired of auction sites trying to get you to work for $2 a 500 word article or deploy a whole website for $200? Have you had to mop up after countless el cheapie projects for your clients after things have gone drastically south? Do you sometimes wonder why employment agencies or digital/ad agencies pay you 30% of what they bill you out for? Are you working at places that don’t allow you to stretch yourself as much as you would like? Do you... Read More
Seriously sales girl, calm the $X#@ down!
I am completely and utterly allergic to “in ya face” sales techniques. In order not to increase my own blood pressure or worse still, be court ordered to pay for some poor unsuspecting retail shop assist’s counselling for Post Meeting-Angry-Bek Syndrome, I have given myself the following limitations: I have completely abandoned shopping at major department stores due to an overwhelming desire to head butt staff who seem to not watch what I... Read More
What is WOM [Word-of-Mouth] worth?
Crowdfunding is a pretty amazing thing. Watching one dollar add to another dollar and another until a target is reached just shows how much every little bit counts. But what most people may not realise is that even when you don’t have any money to spare, you can still manage to support a project and create a positive outcome. And there is a group of these people already that have made a huge in-direct impact to projects. Pozible has always been... Read More
When in doubt, K.I.S.S.
Days at Lavalife taught me two things I will carry with me forever. One is if you are sure about something, sink your teeth into it, build a business case and don’t be afraid of the whole hierarchy thing if you really believe in what you are saying. Number two is something that helps pretty much everything you do, including number one- the K.I.S.S. Theory- “keep it simple, stupid”. Probably the most underrated and simply thing you could learn,... Read More
Crank it up, Aus start up style!
People who occasionally travel past my website may have seen a distinct change in content in the last couple of weeks. This is because like any good business, I am growing to meet the needs of my client base. I realized there is a new wave of business coming to Australia- and that wave is a drastically different one to what we have known before. It is the world of the ethical digital start up. Nope, I haven’t swallowed a bunch of buzz words, I am... Read More
Be careful, you could plan yourself out of the game
A Saturday morning breakfast meeting in North Sydney saw me swapping stories with a friend who, like me has done their fair share of working for other people as well as working as a consultant, and who ambles through the creative world as well. We both work hard, he being the far more successful (and far more likely to say “I can see you for 45 minutes at the taxi rank for a lemonade” as a catch up due to his busy timetable) and know our way around... Read More
Case Study: The East Village Hotel Website Build
Background: In an ever increasing environment of competition in the functions, hotel and restaurant arenas, The East Village Hotel were seeking low cost devices to showcase their hotel to the general public and offer a way for each market to obtain the information they needed in a timely fashion. The website was hard to navigate, unable to be updated easily and had no way of capturing who was requesting information. Objective: To provide the hotel... Read More
