Interview with WORD SWORDS
Company Name: WORD SWORDS
Company Address: PO Box 748, Mona Vale NSW Australia
Phone Number: 0416 051 806
Website: WORD SWORDS + BLOG
Contact: di.mace@wordswords.com.au
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1. Can you tell us a little about your company? What is new or what services you have right now and how did you get started in this industry?
Word Swords is a bespoke copywriting service. I’ll spin gold for you from the straw at hand – by combining the science of marketing and influence, with the art of storytelling – to develop persuasive communications.
In a nutshell, my handcrafted persuasive writings inform, inspire and sell ideas, products and services.I understand what a brand is, and more importantly know how to add value to yours.
My history is one of reinventions. After many years in corporate consumer marketing, a stint as a small business owner/retailer, thriving on the nightmare deadlines of working in events and a number of twist and turns of fate, I turned my marketing skills and talent for words to copywriting. That’s when Word Swords was forged.
I’ve been in business for myself (and my clients) since 1999. I left corporate life to launch my own marketing and writing consultancy and since then my business has organically thrived. Clients have found me generous with my knowledge,reliable, professional, trustworthy and strategic. I’m not ‘precious’ about my work. I want every project to be a success for you.
As a writer and marketer I’ll help your business make money and make things happen, using words. As a specialist in using the power of the written word, I’ll help you talk with your customers – through websites, the print media and more. Whether you need something written, edited, polished, revised, organised, analysed or brainstormed I can help.
2. From your experience, what type of customers searches for your services? Who is your ideal/typical customer?
Collaborating with my clients to understand theirvision and goals is in my bones. I love developing communications that help position a brand and tell its story.
Businesses of all sizes (from one-person entrepreneurial pursuits to multi-national companies and everything in-between), as well as individuals, hire me for a variety of writing projects, editing, copywriting, proofreading, and marketing assignments. The rest of the time, I write under my own name offline for magazines and online for websites and blogs.
As well as copywriting (from scratch or from materials provided) I offer customised solutions for one time projects or in support of larger marketing objectives; specialising in writing for business, marketing, and branding. I can also develop strategies and tactics that support my writing – to engage, inspire and motivate audiences into action.
3. What do you love the most of your business, what is the best part of your type of work?
I love thechallenging brain work involved in writing – especially marketing, business and copywriting. Give me a customer problem to solve, a new industry to learn, keywords to nut-out or defining someone’s USP (unique Selling Proposition) I’m happy. And then there’s the tagline work – that’s just like wordplay for me…but with a very serious purpose!
With a branding and marketing background, my writing and tagline work allows me to build a brand, finesse one or create a multilayered campaign with synergy and consistent messaging.Creating consistency and a brand promise for my clients are my dream job.
4. Please highlight some of your services as a copywriter… Tell us a little about each service so our visitors know exactly the benefits of choosing you as their copywriter super start! (This is your time to shine! any self-promotion is not only allowed but encouraged) 
As a copywriter I help my clients use the power of words to make money.
My skills extend from wrangling words and copywriting marketing materials, websites and blogs, to word smithing, taglines and brand/corporate needs.
There’s ghostwriting (I write and you get the credit/byline), as well as editing services such as structural editing (I rework your words), copy editing (I check your work for grammar, consistency and errors) as well as proofreading (I cast my eagle eye for errors, colour changes in proofs).
The services I cover and a little about what I do for each are:
Website copywriting – content that’s punchy
Business writing – direct and organised
Professional editing – fixing, crafting and massaging
Taglines – memorable promises and messages
Brand plans – roadmaps to navigate
Branding work – consistent messaging of the big idea
SEO copywriting – making your website Google-friendly
Case studies – in a storytelling style that’s remembered
e- campaigns – readable, skim-able and clickable
Brochure copywriting – persuasive, inspiring and making money
Blogs and article writing – interesting angles that connect with readers
Newsletter writing – friendly, readable and interesting
Corporate identities – clear, concise and understandable
Reports, proposals – win that pitch
5. How do you see the copywriting industry in Australia… what are your views about where the industry is heading in the next years?
The copywriting industry in Australia is very healthy. With the online world and social media rapidly expanding, good writing skills are increasingly important. Thankfully, the need for great copy is also slowly being recognised beyond corporate markets – a great deal of my work comes from SME’s.
However, unfortunately the need for well edited, proofed copy is slower to be recognised and understood. Although e-books are fast expanding, people are more interested in churning out quantity rather than quality – but this is slowly changing – and they are now seeing the need for and benefits of editing.
6. Can you describe a normal day in your life as a copywriter?
Each day is different and every client’s needs are their own. I make sure that each piece of copy I write is forged specifically for each client; taking a bespoke approach and style rather than a cookie-cutter attitude.
That said, the consistent things in each day are that they are all filled with words, reading, editing, proofing and waving goodbye to the solutions I’ve found for my clients problems.
7. Can you share your top tips to find a GOOD copywriter? What do you need to look for?
Copywriting isn’t like normal writing. To be effective,it’s a style of writing that isn’t driven by logic. It’s driven by emotion. Therefore, a GOOD copywriter writes to tap into your audience’s emotions. To do that well they need to be someone who asks lots of questions. They need to be someone who wants to know your customers and their problems, hopes and desires. They want to walk in their shoes and see things through their eyes.
A professional copywriter focuses on your customers. They will transform your thoughts and goals into powerful words that get action (and reaction). But even more, they write to sell.
8. Please share one last message to our site visitors. Make them an invitation to visit your company/website, and please indicate 3 AMAZING (yep REALLY AMAZING) reasons to choose your ninja writing skills.
For a free, no-obligation consultation take a look at my website at www.wordswords.com.au and its associated blog atwww.wordswords.com.au/blog/. Visit, browse, see my work, read my posts and learn how to use the power of words and stories to make things happen.
Call or email – I’d love to hear from you and learn about your business, customers and what you want to start working on creating.
My three ninja secrets are: people remember and spread stories;great words persuade and sell;people believe and buy the stories that go with products, not facts. To get going now, share your stories with me and let’s tell yours together.
