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Boom! The moment I knew copywriting was my forte

Freelance copywriting is the sum of my natural skills and professional expertise. Here’s my story.


“I feel I’ve been building to this my whole life,” blogged writer-come-photographer Jules Williams in 2017. Jules’ words hit my brain like a bolt of lightning. That ‘a-ha!’ moment celebrated by Oprah. I was at home on the couch, first-born snoozing on my chest. Bleary-eyed, scrolling Instagram. It was probably an ungodly hour when I read Jules’ words. But it was my moment. The moment when it all made sense to me. “Yes!” I thought. So have I. Whilst Jules was talking about her transition to a business of her own, for me I knew it was freelance copywriting. Here’s why.

This is my story so far.

Discovering copywriting

Copywriting was the thing at university that I just simply got. I thrived off the buzz of a creative breakthrough: the thrill and satisfaction of using a ripper idea to convey a message in a snap. Back then (yikes!), we learnt how to write ads for TV, radio and DM (as in direct mail – the type your postman delivers to your letterbox; not a message sliding into your inbox). There was some talk about writing for “multimedia” – a nod to an ever-expanding media landscape. But digital storytelling wasn’t on the agenda. No one was calling content ‘king’.

And despite earning a HD in copywriting, when I graduated with my Bachelor of Business in PR and Advertising, I sought a role in PR. I was drawn to storytelling. But not quite ready to be in the business of solving problems with creative ideas. Yet.

Learning the power of storytelling through PR

View of Sydney Skyline from Watson's Bay on a blue day
Working in Sydney as a junior PR professional in the health & wellbeing sector | Image: Lindsay Salmon

My first two roles were as a junior PR professional for a global weight-loss brand. Firstly, in my home state of Queensland before relocating to Sydney HQ for a national role. Member case studies were integral to all consumer communications – so I learnt quickly about the power of storytelling. I loved arranging interviews and hearing real world anecdotes that I could craft into an inspiring, positive article. Real stories from real people that affected real change in others. I fondly remember writing my first magazine article and securing stories in the press from my diligently crafted media releases. I excelled at the written word. (And I wobbled on cold call phone pitches.)

How it shaped me: PR taught me to identify the newsworthy narrative in a story.

Balancing brands, buzz and budgets as an in-house marketer

Working as an in-house marketing account manager in the arts sector in London, UK | Image: Lindsay Salmon

I landed in London after a watershed year in Sydney. I’d gone to the British capital for a ‘gap year’ to explore Europe. I’d approached recruitment agencies to help me find work to fund my dream escapades. Just temp work, y’know? But, they insisted I could do more and I scored a marketing coordinator role at a famous auction house.

I love the arts and was thrilled to be immersed in it. Once again, storytelling was central in my work. I loved sitting with the art specialists during the consignment phase as they’d excitedly share the background, importance and significance of an upcoming lot. Whether it was fine jewellery, 19th Century furniture, or a Stradivari violin – the lot’s story was paramount in engaging interest from buyers.

Whilst every ‘brand’ (art category) within the auction house was a-buzz with stories, what differed was budget. Each ‘brand’ was like a small business with its own manager. As their marketer (like an account manager), I was in place to support their objectives whilst designing a cross-channel marketing plan within their budget. It was my job to take care of each category like it was number 1 – because they were within their own art sector. To treat their budget – small or large – with exactly the same care and diligence to hit their objectives.

How it shaped me: Account management taught me to care equally about multiple projects simultaneously. When you ‘market without money’, you must draw on your ability to think outside the lines. To cut-through and make an impact with your owned channels.

Seeing the 360 degree view on content ideation

Returning to Sydney and a digital storytelling role in tourism | Image: Lindsay Salmon

Four and a half years later, I was back in Sydney conquering one of my biggest fears (heights!). I had joined one of Australia’s flagship tourism attractions to be part of the team to guide their digital evolution. I loved the creative, proactive spirit of the organisation. Stories were literally essential to product. Once you stepped foot inside the attraction, you were engaged with story after story.

At the same time, content marketing and social media was exploding across the globe. Therefore, the brand had a natural segue to strengthen its marketing mix and cut-through with digital storytelling. We worked as a team to develop creative storytelling ideas that would bring the brand into the feeds of Australians and travellers from all over the world.

In retrospect, this role was pivotal in leading me to my freelance copywriting business. I’m eternally grateful to the Head of Marketing who turned to me and said, “Linds, I reckon you’d do a great job at rewriting the website. Will you work from home for a few days and work on a draft?” I did. I loved it. After the website, I transitioned into the brand’s lead in-house copywriter. I wrote webpages, emails, blogs, social posts, brochures, letters, ads – you name it. I loved the creative challenge. The work of taking a strategic goal and stripping it back to a creative idea that’d convey the message in a snap. Just like I’d learnt at university.

How it shaped me: Everyday creative ideation and execution showed me that I had the knack to transform strategic goals into creative ideas that’d authentically connect.

Going my own way (to freelance copywriting)

A blond caucasian woman, Freelance Copywriter Lindsay Salmon, working at her desk in Brisbane, Queensland
Freelance copywriting from my base in Brisbane

OK, let’s regroup. After four and a half years as a Digital Marketing Manager, I was on maternity leave with my first-born. As significant changes evolved in the office, my professional goals grew too. I absolutely loved my job. But it wasn’t as I left it.

And that’s when Jules’ words floated through my feed. My ‘a-ha’! Freelance copywriting was my answer. It was what I loved most about my job (strategic communications and content writing) – plus the opportunity to work with a variety of brands and control my workload. It was a win-win. So, with the support of my family – I went for it. My freelance copywriting career began.

It’s been four years of writing for a variety of B2B and B2C businesses to create clear, compelling content that’s effective. Some work is project-based. Some work is monthly, or seasonal. But every project is different and I wake-up excited to get to work.

My story it just as Jules mused: it feels like I was building to this my whole life. And it feels so good to be here.

Are you looking for freelance copywriting to elevate your business?

I am a brand copywriter that loves to help businesses shine online. I can write clear, compelling content that sounds like you. I write webpages, emails, and blogs that are interesting and effective. No yawns allowed. Get in touch if you’d like to chat more.

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help service businesses create digital marketing channels that talk their language. I partner with them to conquer their content: I write websites, blogs, and emails with words that work. When I’m not writing, you’ll find me experimenting with photography, caring for my veggie patch and travelling with my young family.

Get my no-nonsense content clues straight to your inbox.

Read it over a cuppa or on your commute. My monthly newsletter has bite-size goodies to help you make content that counts.

Why growing social media brings out your green thumb

Strategic social media tips to keep you blooming

A strategic social media approach that’s always in-motion can really help your business bloom. In fact, when you follow the key tasks to establishing and caring for a garden, it’s clear the the two have a lot in common. And they’re all based on the things I learnt growing social media accounts when I worked in-house as a Marketing Manager.

So, how is your social media account just like a garden? I’ll just let my keen bean green thumbs to the typing.

1. Tend to it

A thriving garden is a cared-for garden. Whether you spend 5 mins a day or an hour a day, tend to it. Water it. Check on the health of your plants. Scour for caterpillars. It’s a simple everyday act to grow social media too.

2. Pull out weeds in their infancy

When it comes to gardening, weeds can go wild. Especially during periods of growth (like spring). Make it a routine task to review your new followers and verify them. Block and report fake, spam or bot accounts.

3. Place flowers where they’ll soak up the sun

Step back and take a wide view of your garden. Every plant has its place. Some are evergreen and like the shade. Some bloom when the sun hits them. Not every plant is the star of the show.

It’s the same with your social media post content. Each one should vary: to create interest and achieve different goals. Use your dashboard statistics to know when generally it’s the hottest time for you to post each week. When it’s hot, post an absolute pearler. When it’s not, feed the undergrowth.

During my Marketing Manager days, I knew the day to post an exquisite scenery shot that’d really rack up the likes. It was Thursday nights (just as our followers were ready to be inspired for their weekend). It worked because it was relevant for the community, and strategic for the brand (as the high engagement blossomed the reach to bubble along until early weekend). And it really helped grow our social media.

4. Keep to a theme (or at least a complimentary one)

When you’re designing a garden, you could just plant whatever you love. And you could just post whatever you love.

But when you see a garden that is designed for the landscape? It just makes sense, right? So don’t plant a rose next to a cactus. Keep to your theme. Have a content strategy in place with clear themes/pillars to guide you.

5. Don’t overcrowd your space

When you overcrowd a garden, there’s not enough sun, water or space for anything to flourish. And it’s the same for your social media. Unless your tweeting, follow the suggested post frequency of a platform. If you overcrowd the feed of your followers with three posts one day, and then nothing for four, it can feel jarring and unpredictable to your followers. If you get a burst of inspiration, write a week of posts but schedule them!

6. Fertilise as needed

Sometimes you garden needs an artificial boost. It needs a sprinkling of fertiliser during key months of growth. And you can grow your social media the same way. Whilst I believe organic is key to creating a social account that’s useful, effective for your brand — a strategic (paid) boost of important content can really help you bloom too.

7. Listen and observe your plants

Whether you plant something new (a.k.a. test a post format) or you have an established plant (a.k.a. you’re posting familiar content), listen and observe. Compare and contrast against the environment and your previous results. How did your followers respond? Did you get no comments but lots of DMs? Did the video post score lots of views but no likes? Always listen to your results and ask yourself: “What worked? What didn’t?”

8. Welcome visitors

Just as your garden welcomes bees, birds and butterflies, consider cross-pollination. Also known as collaborative marketing. Create an initiative with a complimentary brand or service, or approach a customer with a large following (a.k.a an influencer).

9. Stop pining for the next bud. Sit and enjoy the beauty of where your garden is at too.

When you’re invested in the beauty of your garden, your focus for new blooms can distract you from where you’re at. Whilst it’s essential to be aware of where you’re going, it’s also important to enjoy what you have. Yes, enjoy the thrill of a new bud that’s going to bloom and attract new eyes to your garden. But also enjoy your garden for what it is. And it’s the same for your social media account.

Here’s to growth!

Strategic content creation for businesses

Truth bomb: this blog is an Instagram post repurposed. Because a good idea that hits your strategic agenda doesn’t need to sit in isolation. It can be reworked. Cracking concepts can score multiple runs on the board for your business. Need help? I write websites, blogs and emails that can talk your language. Let’s get started.

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help service businesses create digital marketing channels that talk their language. I partner with them to conquer their content: I write websites, blogs, and emails with words that work. When I’m not writing, you’ll find me experimenting with photography, caring for my veggie patch and travelling with my young family.

Get my no-nonsense content clues straight to your inbox.

Read it over a cuppa or on your commute. My monthly newsletter has bite-size goodies to help you make content that counts.

Email Marketing: How to renew your enewsletter

3 tips for creating a not-to-be-missed enewsletter your followers want to read


Lately, the humble enewsletter is BACK (caps needed). In a big way. As some consumers disengage with social platforms and businesses lose heart in battling algorithms, organisations are returning their focus to their ever-faithful e-marketing. After all, it’s a communication channel you ‘own’. With the push of a button, you can get your message out in your own words to the customers you know. And you know they want to know you. I mean, they’ve opted in to hear from you!

As a result, consumer inboxes are hot property. Tons of EDMs can bombard the same email address. So, if you feel your subscribers are dropping off or your click-through rate is waning – you’re not alone. To gain the attention of your subscribers, lean on your brand. Focus on earning connection and delivering value. That’s how you can shine in their inbox.

Here’s my three tips to renew your enewsletter:

1.   Be interesting

First and foremost, let’s strip back the humble enewsletter to what it is. It’s a branding effort. An engagement tool. Consider each newsletter as one chapter of your story, where each one connects to the next to create an overall narrative. The goal is that when you pop into the inbox, your subscribers are eager to open it. They are emotionally invested in your news. They value it. Because it gives them knowledge or entertainment that has a positive impact on their life.

As such, it’s essential that the content of regular newsletters is written for your audience. Not your business. Put yourself in the shoes of who you are writing for and create content that gives them the knowledge or entertainment that they’ve grown to love from you. That doesn’t mean you can’t share the news that’s important to your business. It means that when you frame it in a way that is important to your customer, you meet their needs (knowledge or entertainment). And your own (business goals).

For example, you are launching a new product. Let’s say it’s a shampoo. And you want to tell your subscribers that you’ve got it so you can start selling it. Ask yourself: why is the new product important to your subscriber? What problem does it solve that makes their life easier/better/enriched?

In this example, let’s say one of the shampoo’s benefits is that it adds moisture to hair. So, the news isn’t “we’ve got a great new shampoo!”. The news is, “We have the solution to your dry hair problems this autumn. It’s this kick-ass shampoo – it’s new and we’re so proud to have it. Because solving your everyday hair challenges with easy solutions is what we’re about.”

2.   Send it strategically

If you aren’t getting the results you’d like for your newsletter, deep dive into your data dashboard. Read your click-map and investigate how and when your subscribers are opening your enewsletter. Consider:

  • Is your audience reading it on a desktop computer or mobile? How might this affect how they read your content?
  • How long after you hit send do they read your newsletter? When does it peak? Can you try adjusting your release time for a better connection?
  • What stories do they read and click-on? What common themes can inform how you share your news with your audience – is there a popular content type or theme they prefer?
  • Why do people unsubscribe? Whilst losing subscribers is a natural evolution as humans are constantly evolving, don’t discard this data. Listen to the feedback provided and consider trialling different release times, frequency and formats.

3. Be short and snappy

Writing effective and engaging newsletters is a skill. In addition to listening to your subscribers (hello dashboard data), a good and effective newsletter:

  • Is short and succinct.
  • Connects to your website. Yep, each snappy section of content should link the reader to a landing page, blog article, or product description to get the whole story.
  • Is easy to read. Be mobile-friendly and chose a user-friendly format.

Don’t have time to write a monthly enewsletter?


I can help you to create the content you need. I am a brand copywriter that loves to help businesses shine online. I write newsletters, brand broadcasts, or email sequences that are engaging and effective. Sound like you? Get in touch if you’d like to chat more.

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help service businesses create digital marketing channels that talk their language. I partner with them to conquer their content: I write websites, blogs, and emails with words that work. When I’m not writing, you’ll find me experimenting with photography, caring for my veggie patch and travelling with my young family.

Get my no-nonsense content clues straight to your inbox.

Read it over a cuppa or on your commute. My monthly newsletter has bite-size goodies to help you make content that counts.

Client Story: New Website Content For Nature Play Business

Bush Knowing Forest School offers bush kindy and bush playgroup for young children and their families in Brisbane’s northern suburbs. Led by experienced kindergarten teacher Joanne Sørensen, Bush Knowing’s nature play sessions inspire children to be curious, creative and connected future stewards of the earth.

The Situation

In 2018, Bush Knowing Forest School began as the first forest school in north Brisbane. Born from Joanne’s passion for supporting child-led play in the natural environment, Bush Knowing started operating casual nature play sessions organised as ‘Facebook Events’. High demand and inconsistent attendance showed Forest School Leader Joanne Sørensen that she needed a website to help her run the business more effectively and efficiently. 

In early 2021, Joanne created a WordPress website with an incorporated third party ticketing system. This enabled better attendee confirmations, booking and group size management, and pre-session operations with the new in-built disclaimer electronic form. However, Jo wanted Bush Knowing’s website functionality, copy and imagery to better reflect the passionate and practical tone of her business. 

As a small business owner, Jo’s time is in demand. Jo balances part-time kindergarten teaching at a local community kindy, consulting and training teachers, and Bush Knowing’s sessions. In mid 2021, Jo sought professional support from a copywriter (me!) to help bring her website vision to life, whilst adhering to the latest digital marketing practices. Here’s how we tackled her website project.

The Support

The aim of Bush Knowing Forest School’s website refresh was to:

  • communicate the business’ philosophy and programs effectively
  • improve the user experience (UX) and path to purchase
  • update the look and feel of the site to match the business’ professional (but friendly!) tone

This project took place in a sequence of phases over a twelve month period. We broke the total refresh into smaller pieces. This bite-size approach enabled us to work together in a constructive and realistic way, whilst respecting Joanne’s time and availability throughout the school year.

The project required a combination of website copywriting (with search engine optimisation), line editing and WordPress publishing support.

  • Architect a new sitemap to improve user experience and search performance
  • Write a new homepage to engage users and showcase the brand’s USP, products and philosophy 
  • Write a new ‘About’ page to communicate the business’ background, and establish its credibility and key industry partners
  • Write new product pages to improve user flow, comprehension and support a path to purchase
  • Research and strategically target brand-related SEO keywords for each new webpage 
  • Provide web publishing support by enhancing page layouts, and applying approved copy decks and imagery to to the existing WordPress theme.

The Score

I am forever grateful to Lindsay for her vision to support my small business. Using her incredible skills, Lindsay provided content ideas, visual formatting and advice to ensure my site is more relevant, easy to read, simple to navigate, and find when doing internet searches. Every question or query was addressed in ways that made it easy for me to understand and going forwards manage myself.  I am very proud of what we have achieved and look forward to working with Lindsay again in the future. 

Joanne Sørensen, Owner & Teacher/Forest School Leader, Bush Knowing Forest School

About My Website Copywriting Services

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help service businesses create digital marketing channels that talk their language. I partner with them to conquer their content: I write websites, blogs, and emails with words that work. When I’m not writing, you’ll find me experimenting with photography, caring for my veggie patch and travelling with my young family.

Social Media: Resist cross-platform reposting  to help your content connect 

TLDR: Reposting can reduce your brand experience for followers


Have you ever been scrolling your Instagram feed and hit a hyperlink that doesn’t work? It’s frustrating. Isn’t it? Or have you seen a post pop up in your Facebook feed with a stretched image and a tagged account that goes nowhere? That happens too. 

Reposting apps are becoming more and more popular as small and medium enterprise seek efficient solutions to keep up with their social media accounts. Unequivocally, reposting apps do deliver on their promise: they save you time. But, they don’t auto-adjust the content per platform and the shared result can be below par.

Here’s how you can take one content post and share it across your multiple social platforms without undermining your brand’s storytelling.

The flaws of reposting

Despite the gains you make in time, reposting the same social media caption to all of your accounts can be fraught with formatting issues. It results in reducing the impact of your content: wording may not translate, images can be cropped, and links can break. Here’s a quick rundown of what elements don’t auto-adjust when you repost:

  • Platform-appropriate language.
    Whether you’re writing for Instagram, Pinterest or another social platform – each platform carries its own phrases and vocabulary. A ‘reel’ isn’t a video sequence on Pinterest. You can’t ‘pin’ an image on Facebook. You can’t ‘click’ a link on an Instagram post (unless you ‘hit the link’ in bio or view a ‘Story’). The list goes on and on. Therefore, your words can become lost in translation when you cross-share one post across all your accounts. Instead, adapt your language for each platform – especially calls to action. This keeps your meaning crystal clear.

  • Links can break and tags can be incorrect.
    Most problematic for Facebook to Instagram (and visa versa), it’s ideal you don’t cross-share captions that include a link or tagged account. For example, if you tag an account in your Instagram post (showing as @account) – it’ll link to the right Instagram account. When you repost this Instagram post to your Facebook account it will also show as @account. On Facebook, the inclusion of the At Sign before the account name won’t auto-tag. As such, it becomes a broken tag. This can add disruption to your followers’ online journey, and can appear as factual inaccuracy. All in all, it can mar the other good brand storytelling you are doing.

  • Images can crop unexpectedly.
    When you share the same post across multiple platforms without adapting them, your chosen image can be cropped or stretched out of your control. Not only can it look odd in your followers’ feed, but it might also compromise an essential part of your image (for example, cut off copy laid into your image). Instead, resize your social image to the preferred dimensions of each platform. Check out this handy table from Hootsuite for 2021’s size guides.

One idea (not one post) to rule them all

Don’t get me wrong. If you have been cross-sharing your social media posts until now, please don’t be disheartened by your approach. It’s not wrong to do it. But, the benefits of adapting your posts per platform can elevate the brand experience for your followers on social media. It can help you create an authentic, genuine relationship with your community. If you’ve been using a reposting app until now, here’s how you can adapt your process:

  1. Generate one content idea for the post. Just as you have been.
  2. Take your original content idea and construct a killer post with a scroll-stopping image. Just as you have been.
  3. Now, this is the step where you make the switch. Instead of cross-sharing one post, draft the number of post versions you need for each of your social accounts. So, if you have two (Facebook and Instagram) – write for Facebook and then adjust that post for Instagram. If you have three, write for one and then adjust that post for the other two platforms. And so forth.
  4. Use your preferred social media platform scheduler (or Facebook Manager if you just run a Facebook and Instagram account) and add the variations of the post to run on each platform. Schedule them for your preferred day and time. 
  5. Voila!

 

Need help to move away from reposting?


I can help you to create the content you need. I help businesses bring their brand to life online by writing social media posts, customised to each platform, and scheduling them if required. Simply, get in touch if you’d like to chat more.

Get my no-nonsense content clues straight to your inbox.

Read it over a cuppa or on your commute. My monthly newsletter has bite-size goodies to help you make content that counts.