DISCOVER YOUR BRAND’S PERSONALITY PLAYLIST!
Is your brand a crooner, groover or extra good mover?
Here’s a selection of Readcity’s previous work.
Meet the Readcity Renegades – AKA a bunch of legends I’ve had the pleasure of whipping word magic up for.
Madison Kat
Danielle has given us so much clarity.
“Danielle has been fantastic to work with. Working with our initial brief she uncovered our business’s strengths, point of difference and helped us define our target market. She then promptly delivered a comprehensive package to help us deliver our brand to market with clarity and revived energy. We wouldn’t have known where to start, but Danielle has given us so much clarity, brought loads of creativity to the table and shown us why each task will help us. Thank you so much!”
WHO
Madison Kat is a party-centric 9-piece band first established in 1968, with sons and nephews taking over from their fathers and uncles. Madison Kat has performed internationally for events, weddings, corporate hire and everything in between.
WHAT
Although these rockers have been jamming for over 50 years, their online presence hadn’t kept up with their growing fanbase. MK knew they needed a professional online presence to showcase why they should be hired, who they’re perfect for and how they’re different to other cover bands in the area.
THEN
Collaboratively, we developed an easy to use Voice Guide for each member of the brand to use when creating content for their band and communicating with customers. We’re also currently working on SEO-optimised website copy to help the brand reach a wider audience through their website. This includes targeting potential bookers from around Australia.
Created by Readcity:
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Voice Style Guide
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Email Templates
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Pitching Documents
Excerpt from the Madison Kat Voice Guide:
“Imagine your ultimate playlist from the 70’s ’til now. Then add a sweet horn section, a coupla cheeky jokes, four moustaches and you’ve basically summed us up. Hey party animal – we’re Madison Kat! A mix of passionate musos, larrikins, groovers and one jumping trombone player. We’ve been keeping stages warm, floors full and ears happy since the late 1960s.”
Shelley’s Good Eats
Somehow she understood my brand more than I did!
“Danielle is so amazing to work with. Somehow she understood my brand more than I did and helped me find the words to really engage the pain points of my target audience. She went above and beyond with the entire project, providing even more than promised at every corner!”
WHO
Shelley Judge is a Nutritionist, Food Photographer and has worked with the likes of Jamie Oliver, Tassal Salmon and Love Beets Australia. She’s also the foodie and founder of Good Eats Creative and Shelley’s Good Eats.
WHAT
Shelley has a huge passion and purpose to banish diet culture, teach kids about making healthy relationships with food and help parents in the process. But the first thing Shelley said when we met was “words aren’t my thing!” Shelley found it tricky to communicate her message and keep a consistent brand across channels. She was also struggling with a personal complex around not being a mum herself, but teaching parents about good choices for their kids.
THEN
Readcity helped Shelley reposition herself as ‘The Cool Aunt of Kids Nutrition,’ conceptualise a message where kids become “best friends forever with food” and built a strong, original brand voice filled with on-brand, playful food puns, cheeky ‘adults only’ double entendres and a ‘recipe for Shelley’ on her About Page.
Created by Readcity:
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Voice Style Guide
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About Page
Excerpt from About Page Copy:
“Sarah’s mum reckons dairy’s the enemy. Mrs Crab Apple’s cutting out sugar for “30 days, it’s not that long!” And little Jimmy’s heard gluten makes his friend’s tummy funny, so now he feels “all whiiirrrly” inside after *skeddy* bol! To be honest, it’s stressing you the fork out.
You know your kids need to eat a balanced range of foods. But you’re one “yuck mum, it tastes like DOG POOP!” away from frisbeeing pizzas across the table 7 nights a week.
Son of a biscuit… You’re in the right kitchen!
Club Sandwich HR
The copy is exactly what we have been trying to articulate, but hadn’t been able to find the right words
“Working with Danielle was an absolute pleasure! She truly went above and beyond and the whole process was managed so well, including very clear expectations of what we would need to contribute and by when (without feeling rigid or overwhelming). The copy is exactly what we have been trying to articulate, but hadn’t been able to find the right words. Definitely looking forward to working on projects together in the future!”
Rock N Slide Skateboarding
[Danielle] truly embraced our brand
“We joined forces with Danielle from Readcity to transform our site and find our voice! We struggled to put the words together and to get our true message across but Danielle was able to take what we had and give the site the facelift it needed! She understood and truly embraced our brand, business and vision. She doesn’t take on a client without truly experiencing what the brand or business is about!”
WHO
Jesse Noonan is Head Honcho at Rock N Slide Skateboarding, a Gold Coast-based skateboarding school teaching kids aged 2-16 how to skate like legends. He’s also a Pro Skater who travels the globe competing in skate comps and is Australia’s only Pro Skater with a limited edition Santa Cruz board.
WHAT
While Rock N Slide’s business was thriving, they craved a more strategised online presence for their website to differentiate themselves in the market, clarify their messaging, appear higher in search engines and a way to communicate their larger than life brand personality.
THEN
Readcity Writing developed key brand messaging, a voice guide and website copy to encapsulate the lot. This resulted in number 1 Google rankings for key terms and a more cohesive brand voice. We’ll kick flip to that.
Created by Readcity:
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Voice Style Guide
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SEO-Optimised Website Copywriting
- Home
- About
- Meet Our Coaches
- SkateAdvantage
- Kids Parties
- School Programs
Excerpt from About Page Copy:
“We take safety seriously and it’s our top priority.
Our skateboarding students wear:
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Melon Protectors [Helmets]
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Knee Turtles [Knee Pads]
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Shaka Savers [Wrist Guards]
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Buck-Buck Covers [Elbow Pads]”
Stevie Jean Jewellery
Her effortless style of writing has always resonated with us
“We have had the pleasure of working with Danielle for many years now and she has always understood and aligned with our brand. Earlier this year she supported us through one of our biggest business decisions in 7 years – Rebranding. Her effortless style of writing has always resonated with us and we were able to create a new tone, style and voice for our business. She is a wordsmith wizard and transformed our site.”
WHO
Stevie Jean Jewellery (formerly Wild Heart Jewellery) is a Gold Coast-based jewellery brand run by mother-daughter duo, Julie and Samara. SJ specialises in modern, minimalist pieces – an ode to the modern revolutionary.
WHAT
Stevie Jean wanted to seamlessly relaunch their business with a new message, tone and direction to appeal to a global market.
THEN
Readcity Writing created a relaunch announcement piece, wrote new product descriptions and the Stevie Jean About Page. We also assisted with a new collection launch, using SJ’s new brand voice. This resulted in SJ’s audience warmly receiving their new direction and a clear transition into the new brand.
Created by Readcity:
Website Copywriting
- About Page
- Product Descriptions
- Rebrand Announcement Article
- DUNE Collection Launch Article
SEO-Optimisation
- Website Pages
Excerpt from DUNE Collection Launch Article:
“Crooked temple bones, washed with the rippling of glittered earth… Lost kingdoms now caressed by sand-swept waves, and the beating Sahara sun. Secret relics spill free. The dusty sand-storm rolls on, unearthing shining treasures in its wake. Whirring white noise and whipping – a hazed horizon her next conquest.
When Julie and Samara rediscovered Ancient Egyptian jewels, they became infatuated. Raw femininity and rich stories… Celestial sirens and the resurgence of forgotten histories.
DUNE rewrites Arabian tales – this time, goddesses awake, roam and conquer.”
K-Rae Designs
I have loved every minute of working alongside Danielle!
“Wow. Words really can’t express (well Danielle’s words probably could!) what an amazing experience I’ve had with Readcity. Danielle is outstanding in her job and I have loved every minute of working alongside her for my product description copy. She is super prompt and quick to action. I will definitely be using her for any future copy!”
Gabrielle Mérite
I was, and still am, delighted with the quality of her work
“Readcity has created a custom-tailored mini brand voice for my design studio. Unfamiliar with my field of work, Danielle took the time to explore competitors and data visualization projects to get an in-depth understanding of my activities. Her work was perfect, on point with my brand and exactly what I had communicated with her. She included top-notch wording techniques & examples to help me with my voice. I was, and still am, delighted with the quality of her work. If you are looking for an out-of-the-ordinary talent for your copywriting, I highly recommend hiring Readcity.”
Cara Harjes Art
You went above and beyond!
“Whoa whoa whoa! Danielle, the voice guide is out of this world! It will be majorly transformative in guiding my content! THANK YOU!!!! I am simply blown away and grateful! You went above and beyond my expectations. I feel like I took a crash course in web presence!”
WHO
Cara Harjes Art is the creation of Denver-based, Intuitive Artist, Cara Harjes. Cara’s art pieces are designed to evoke emotions of the raw realities of life – finding beauty and light in even the darkest of times.
WHAT
Cara reached an exciting time in her business, morphing from selling her pieces, to opening her own studio for workshops and collaborations. Cara craved simple, clear messaging across all of her platforms to show her local audience what she was all about in a consistently ‘Cara’ way.
THEN
I (Danielle – hi), met with Cara via Zoom to explore her deeply personal story and how this has influenced her business. As a young widow with two children, Cara felt it was important to share her message as an extension of her brand. We approached this topic with sensitivity and gently wove it into Cara’s key brand voice elements. By exploring the juxtaposition of light, dark, happiness and heartache, we created a brand voice for Cara Harjes art that celebrates all of life’s edges.
Created by Readcity:
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Voice Guide
Excerpt from Voice Guide
“Dancing clouds in teacups. Seaside ripples lapping at tired toes. A chirping song through windows at five past six in the morning. Soggy cereal and slammed doors.
Listen, can you hear it?
Your craziest beautifulest thoughts, experiences, memories may crack and wrinkle. They may drip from eyes and paintbrushes alike. In all their messy glory. The kind of messy glory you find in crumpled love notes and broken hearts. In “too long between phone calls” – then the end of the dial tone.”
Zephyr et Luna
I could not have dreamed of a better experience with a copywriter
“Working with Danielle was the best investment I made for my photography company. She understood right away what I was looking for, her answers were very timely and she had an amazing communication. She explained everything she did and I could not have dreamed of a better experience with a copywriter. If you’re looking for the perfect copywriter for you, look no further, you’ve found her!”
WHO
Zephyr et Luna is headed by France-Based Wedding Photographer, Amber Peyrotty. Amber’s a nature-inspired tale teller specialising in enchanting weddings for poetic couples.
WHAT
Despite her highly regarded reputation in the industry, and being awarded as one of the top 3 photographers in the world, Amber struggled to communicate her brand’s key difference from others. Amber was searching for ‘words that sing,’ a way to get her content in front of more eyes and to connect with her ideal couples.
THEN
Readcity Writing crafted a melodic voice for Zephyr et Luna, drawing from ancient tales, poetry and nature (Amber’s ideal client’s deepest loves of all). Exploring Amber’s magical brand qualities and mystical niche, we honed in her message to clearly community what she does, for who – and why her ideal bride should choose her for their big day.
Created by Readcity:
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SEO-Optimised Website Copywriting
- Home
- About
- Services (Including Service Naming)
Excerpt from About Page Copy
“Your love story is truly one of a kind –
a tale of adoration and adventure…
Let’s awaken your imagination… How will your wedding day feel? Perhaps like stirring butterflies, or sweet summer rain on warm skin – the calm unfurling of autumn leaves… Like true love’s first kiss – or uncovered magical treasures, hidden deep within ancient lands.
Together we’ll capture your wedding through eyes of times passed.”
Karratha Social Co.
“I don’t even know where to begin here. Danielle, you’ve understood me and my brand better than anyone else on the planet including myself.
Every brief had me in stitches (just the way I like it). I’ve been referring you to anyone and everyone since day one. I’m already looking forward to working with you again in the coming months. Thank you a million times over, thank you.”
Lorraine & Blair
Working with you has been the best investment I have put into my business yet
Contacting you and working with you has been the best investment I have put into my business yet. You have actually taught me so much about myself, my brand, and my path forward. From the first set of questions, I realised there were so many things to learn and implement and since day 1 I have been writing lists and coming up with ideas. I can’t stop talking about it all (My husband is stoked by the way LOL) and I’m just so bloody excited about moving forward with confidence in my vision for my business.
I’m so glad I could have a laugh with you and feel really comfy (like what I did there) around you. It honestly has been a great experience for me and a huge lesson, that outsourcing help for these things is absolutely essential for my business to grow. I feel like I’ve finally decided to stop treating this as a hobby and start giving this business the full attention it deserves. Everything I need to know is within me, and you have helped me to find it.
I know for a fact that I’ll be working with you again, in fact, you will be the first person I reach out to for any copy in the future.”
WHO
Lorraine & Blair is a Brisbane-based sustainable loungewear label. L&B create everything from lobster socks to custom robes in collaboration with local artists. Founded by vivacious Cassie Howes, Lorraine & Blair’s handmade garments have been featured in Lady Startup, To The Aisle and can be found at Finders Keepers.
WHAT
Cassie had never outsourced any area of her copy (or business) before engaging Readcity to rock her words. Cassie felt like she wasn’t “getting it right” and that she could be “confusing [her] audience.” Cassie wanted a clearer identity and a way to clearly communicate her difference with the L&B audience. She felt she wasn’t being taken seriously and was blending into the background, without a key place to send potential artists and suppliers.
THEN
I dove deep into the Lorraine & Blair brand, ultimately creating a customised Voice Guide for clarity around the L&B core message. This included developing the community-building term ‘Team Snoozin’.’ Cassie is now armed with key terms and wordy skills to apply directly to her brand and remain memorable. We used bedtime themes and brought Cass’s infectious personality to life through all of her copy. We also worked through Cass’s conundrum with being an ‘I’ or a ‘we.’ Cass is a large reason why people choose to purchase from her, so we committed to referring to the writer as ‘I’which has helped build closer connections between Cassie and her ideal people. I also created an About Page for the L&B brand so Cassie could confidently direct potential artists, suppliers and customers to a place that clearly explained why Lorraine & Blair is the only choice!
Created by Readcity:
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Voice Guide
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About Page
“We Do Good For People, The Planet And Butts Everywhere
COMFY
The kind of comfy that snugs you up after a long day of being mum, boss, wifey or bad cop. And there’s not a spaghetti strap underarm flab moment in sight.
BOOTY APPROVED QUALITY
I’m a bloody perfectionist. So your loungewear comes with the (hard to get) tick of approval – from me (and my booty).
The Bedtime Story Of Lorraine And Blair
Once upon a time there was a lady called Cassie who lived on a couch, and that lady was me.
Long ago, after my fourth child (yes, I’m nuts but stick with me here), I bought a sewing machine.
Ziggarty Apparel
“Danielle is a must if you want to set up a solid foundation for success, she will implement the plan and tools you require to focus on awesome results, we highly recommend her if you’re serious about successful copywriting for your brand.”
WHO
Willy Nicholls is a renowned Australian surfboard artist, widely known throughout the surfing industry for his airbrushing work on surfboards, having mastered the art over 29+ years. Along with his brother, Steve, the pair work from Currumbin’s Mt Woodgee surf shack.
WHAT
Willy, along with his brother Steve Nicholls set out on a new venture. Transforming Willy’s original art pieces into apparel, skateboards and accessories like bottles and bags. However they weren’t sure how to best communicate and position this brand from the ground up, to speak their audience’s language and reach them in new and innovative ways.
THEN
Readcity Writing created a Voice Guide and tagline (“All for art. Art for all”) for Ziggarty. We also explored the overall brand purpose, mission and point of difference, playing a role in the brand concept (increased accessibility and empowerment through art for the everyday man). The team are now clear on the brand direction and position in the market.
Created by Readcity:
Voice Style Guide
Tagline
SEO Optimised Website Copywriting
- Home
- About
Excerpt from Ziggarty’s Homepage
“For every time you were forced to wear a stiff button-up shirt with an itchy tag.
For every time you checked your watch during a mind-numbing team building activity.
For every time you wished you could hit the road instead of another letter on your keyboard.
Ziggarty is for you.”
Urban List Gold Coast
There’s something pretty special about writing about your hometown – in your hometown – for the people of your hometown. I’ve been writing SEO-Optimised articles for Urban List since 2017, so you’ll find a fair few pieces with a Readcity signoff on ‘em.
Danielle always meets the brief and submits her work on time, if not earlier
“Danielle has been our longest continual and most frequent contributor at Urban List Gold Coast. She has been a delight to have on the team; always bringing her sunny, upbeat disposition to both her communications and writing. Danielle always meets the brief and submits her work on time, if not earlier, making her a breeze to work with. Her writing is witty, well researched and thorough and I have no hesitation recommending her to future clients in search of written content.”
Here are some examples of articles written for Urban List:
Top Spots for Ramen on the Gold Coast
Adult Dance Classes to Get You Grooving
“We’re sorry to break it to you, but your half-arsed sprinkler and shopping trolley novelty moves just aren’t cutting it anymore.
They were funny when everyone else was lawn mowering their way across the nightclub, but suddenly, you’ve had a look around and now it’s just you. Conga lines are a cool way to fill up a crap song, but a one-man conga line is just a sad person with invisible maracas worming their way through strangers.”
7 Ways to Have a Productive Lunch Break
5 Farms You Can Actually Visit On and Around The Gold Coast
4 New Japanese Izakayas to Check out Right Now
“Exploring Japan’s snaking, eatery-lined backstreets makes its way onto many a bucket list. Whether it’s to enjoy perfectly shareable eats bursting with new and interesting flavours—the pure joy found in following wafting aromas floating fragrantly through alleys, or simply to experience the inspirational honesty that is Japanese culture.”
Life HQ Wellness
Created by Readcity:
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Voice Guide
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Website Copy
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Tagline Creation
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Product Naming
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Product Label Copy
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Product Description Copy
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Email Sequences
The Latest
I not only have a clear brand voice, excellent copy and an idea of how to continue this going forward, but I have greater clarity on my brand identity, voice and target audience
“If you’re looking for the queen of communication (in copy, in client relationship and in project management) – look no further. Danielle lifts the hood on your brand and isn’t afraid to get her hands dirty in making the engine puuurrrrr (if you will)!
She has gone over and above for our project and I am so happy with our results. I not only have a clear brand voice, excellent copy and an idea of how to continue this going forward, but I have greater clarity on my brand identity, voice and target audience.
Don’t hesitate to book in for an adventurous and *fun* project with Danielle – you will be blown away with how excellent her process, communication and deliverables are!
100% recommend, will come again.”
WHO
Kate Karanges owns The Latest, a Brisbane-Based Photography business and the O.G. creator of Express ‘Shoots (10 minute pop-up photoshoots for brands). She’s also one of the nicest humans you could meet, with big dreams for the future of her brand.
WHAT
Kate’s bubbly, vivacious personality was clear through all of her reviews. The only problem was, her business’s copy wasn’t sounding like her. Kate wanted to clarify her brand’s messaging, pinpoint her industry differentiator and refine her voice so that it sounded more like what her brand is, not what she felt she needed to be.
THEN
In a highly collaborative process, we created a tagline for The Latest that encapsulated their rich love of helping bold brands share stories through imagery. From here we created a Voice Guide for The Latest’s team to use across all copy, as well as an About Page to capture the brand’s mission and personality. From here we developed a pitching guide in the brand’s voice and SEO-optimised existing website copy to increase the likelihood of discoverability for the business name.
Created by Readcity:
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Tagline
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Voice Guide
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Website Copywriting
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Pitching Guide
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SEO Revamp
Excerpt from The Latest’s About Page:
“Meet Kate.
The minimalist coffee snob with an impressive plant collection and problematic fashion addiction (seriously, send help) who’s almost always drowning in ramen.
Oh, she’s Founder at The Latest, too.”
Hayley Maree Transformation Coach
Bravo Ballot
WHO
Jake Webber is the founder of SaaS Company BravoBallot – the fastest, simplest Employee of the Month Software in the world.
WHAT
Having already established a successful SaaS business (Webbernet), Jake decided to launch a new software. BravoBallot simplifies the employee of the month process with an easy to use system. To get the word out, Jake needed a professional Sales Page that established them as a reputable brand. He also wanted to get staff excited about the voting process through uplifting emails. He just needed the words to do it.
THEN
Needing to balance professionalism and fresh, playful language, BravoBallot’s copy was multifaceted. The external copy was designed to appeal to corporate executives and HR Managers, while internal copy needed to be fun and excite employees to place their votes. We drew inspiration from brands like Xero and Mailchimp to create succinct, messaging across a Sales Page and Email Sequence revamp.
Created by Readcity:
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Website Copywriting
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Sales Page
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Email Sequence
Excerpt from Homepage
“Sometimes winning the award isn’t even the best bit.
It’s being nominated by your peers, then having other people see that. Your new employee recognition software shares the good word with your whole team on your behalf.”
Eleni Dracakis
WHO
Eleni Dracakis is a Business Psychologist dedicated to helping entrepreneurs and companies reach their next level. But she’s also a Netflix-bingeing, Greek food addict with a larger than life personality.
WHAT
Eleni has a long history of study, experience and knowhow based on 10+ years in the Psychology space. Specialising in organisational psychology, Eleni was concerned that the preconceptions of her industry would seep into her brand. Instead, Eleni wanted to showcase her cheeky-yet-professional and approachable personality through copy on her website to show the real her to her ideal customers.
THEN
To craft compelling website copy that encapsulated Eleni’s fresh approach to business psychology, this project involved deep-diving into Eleni’s approachable personality, the results she’s had for current clients and the core benefits she can provide new business owners. We used conversational copy to accentuate her friendly nature and style. As a new business owner herself, we built a strong foundation for Eleni’s brand, positioning her as a professional in her field, while also capturing her vibrant personality.
Created by Readcity:
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Home Page
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About Page
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Services Page
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Service Descriptions
Excerpt from Homepage:
“Is your business psyching you out?
Business Psychologist
/ˈbɪznəs//sʌɪˈkɒlədʒɪst/
noun
‘People Scientist’ who inspires personal, professional and organisational change (AKA makes you a BOSS at what you do).”
The Founders Team
Nardia Norman
WHO
Nardia Norman is the Creator of Australasia’s first Female Health & Performance Training Certification for Personal Trainers, an international speaker and a qualified legend (no, seriously – she won an award and everything). She’s also a martini lover, movie buff and Miami local.
WHAT
With over 20 years in the industry, Nardia had done a helluva lot of brand work over by the time she reached out to me. The only problem was, she didn’t feel like any of it sounded like her. And worse, she was worried she was fading into a sea of PT mentors because she didn’t know what made her truly different to everyone else.
THEN
Together we created a Voice Guide and tagline to position Nardia clearly as the No BS Fitness Business Mentor for Badass Women. From here we were able to craft an About and Homepage that communicated Nardia’s difference. Best of all, Nardia began to feel like she could embrace who she was instead of having to pretend to be someone else.
Created by Readcity:
Voice Guide
Tagline
Website Copywriting
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Home Page
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About Page
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Sales Page
Excerpt from About Page
“Look, I’m gonna put it straight. You will need to put in the hard work. I’m definitely not for the faint-hearted. But the faint-hearted wouldn’t have made it this far down the page, so that’s obviously not you.”
