So you want to be a copywriter with Bernadette Schwerdt

If you’ve ever wondered why your email marketing isn’t converting, or why “join our newsletter” doesn’t inspire anyone to join your newsletter, this episode will change how you think about email completely. Today, I’m joined by Australian copywriter and ghostwriter Katia Spies, who’s built a highly profitable niche by creating a sequence known as Educational Email Courses. These are not your typical lead magnets. They’re structured, strategic, and designed to turn cold subscribers into qualified buyers. Katia shares how she’s evolved from traditional copywriting into a more personalised, results-driven approach that blends strategy, storytelling, and email automation; why ghost-writing is having a moment, and how businesses can replace tired lead magnets with something far more engaging and effective. What we cover: The difference between copywriting and ghost-writing (and why it matters more than ever).  Why personal brands are outperforming traditional brand messaging.  What an Educational Email Course is and how it works.  Why “join our newsletter” is no longer enough.  How a 5-day email course builds trust and warms leads before the ‘sell’.  Real examples of EECs in action, including high-ticket services.  The structure of a high-converting email course (and what to include each day).  Ideal email length, format, and delivery timing. Where to promote your email course for maximum sign-ups.  Why segmentation is the secret to better email performance.  How to clean your email list (and why it actually improves results).  The truth about ‘email is dead’ and what’s really happening instead.  Katia’s take on SEO and what still works.  How AI is changing copywriting and why human editing still wins.  Smart ways to use AI as a copywriter without losing your voice. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

What if success isn’t about scaling up… but about scaling back? In this episode, Sara Howard shares the real story behind closing her writing agency of 18 years and returning to solo work, on purpose. We discuss what’s happening in the industry right now, why there’s more copywriting work than ever before, why this is the year of the freelancer, and how writers can stay relevant (and in demand) in an AI-dominant world. Sara also reveals her lead generation hack that any copywriter, be it a novice or an old timer, can use to source new clients. What we cover in this episode: Why Sara chose to close a successful agency and go back to solo work. The rise of freelancers and why big agency models are struggling right now. What “slow, intentional growth” actually looks like in practice. The biggest mistake freelancers make with lead generation (and how to fix it). A simple 3-part system to create consistent leads and cash flow. Why referrals alone are risky and what to do instead. The most underrated way to win high-value clients (hint: it’s offline). How one conversation at an event turned into $1M+ in business. What to post on LinkedIn to stay visible without burning out. How to follow up with clients in a way that feels natural, not pushy. Where AI is actually impacting writing (and where it’s not). Why storytelling is becoming the most valuable skill in business. How writers can shift from “content creators” to strategic partners. Smart ways to use AI without losing your voice. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

Janine Allis isn’t a copywriter, but if you run a copywriting business, or any kind of business, this conversation will resonate. In this episode, Janine talks candidly about what underpins long-term entrepreneurial success: doing the right thing by the business, keeping out the wrong people, learning the hard things you don’t want to do, building a culture and asking the questions others are too afraid to ask. This conversation digs into the realities most founders don’t talk about: the loneliness of leadership  separating friendship from business making tough calls when you’ve hired the wrong person raising your public profile being taken advantage of and turning adversity into advantage why not everyone is cut out to run their own business    why the person you marry will be the most important partner you’ll ever have how to move past ‘feelings’, and focus on responsibility the benefits of having a high profile and how to build a personal brand. For copywriters and content creators building a new business or growing an established business, this episode is for you. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

In this episode, Lucy Durack, star of Wicked and Legally Blonde, and Elise McCann, star of Mamma Mia and Matilda, talk about how Hey Lemonade grew from two friends swapping pep talks into a motivational app featuring scripts written by some of Australia’s greatest creatives. This episode provides the inside story of how this app got built, funded, written and brought to life by two of Australia’s favourite actresses, each stepping out of their comfort zone to become tech entrepreneurs. We cover: How a moment during COVID sparked the original idea for Hey Lemonade. The writing room process for creating the scripts. Why writing, not technology, sits at the heart of the app. How they found and briefed Australia’s top creatives to write the pep talks. The challenges of writing for an app. The role of humour, empathy, and clarity in mental health writing. Navigating funding, partnerships, and growth whilst retaining the purpose and friendship that underpinned it. If you’re interested in writing purpose-driven content and building a tech product from scratch, this episode is for you. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

If you haven’t already tried the sneakers from Rollie Nation, you should. They are light as a cloud and as colourful as a piece of art. The founder is Vince Lebon, one of the most innovative entrepreneurs working in Australia right now. With over 20 years of experience and award-winning collaborations with brands like Adidas, Asics, and Foot Locker, Vince has got his finger on the marketing pulse as to what worked in the past, what’s working now and what will work in the future. He got his start selling shoes at the South Melbourne market, and now he’s one of the leading eCommerce brands in Australia. In this episode, we dive into email marketing, customer experience, content creation, brand building, automation, AI, loyalty, and even token-gated commerce – all through the lens of someone who’s been ahead of the curve for decades. What you’ll learn: How Vince turned his passion for shoes into a hugely profitable eCommerce brand. How he sold 3,000 shoes before a single one was made. How to gain a competitive edge by combining an eclectic range of skillsets. Email automation secrets: what Vince did years before others caught on. Why he believes the future of loyalty is blockchain and tokenised access. How he hires his team and tips on how you can hire the best people for you. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

Would you like to become an influencer? Would you like a step-by-step playbook for how to get that career up and running? If you’ve ever wanted to monetise your passions and turn your knowledge into profit, this is the episode for you. Kat Moses is the founder of MGMT, one of Australia’s leading influencer talent agencies. She manages many of the big names in Australia and knows what’s what and who’s who in the world of influencer marketing, influencer management, brand collabs and much more. I sat down with Kat to talk about all things influencers, but what I loved most about our chat was that she gave me a blow-by-blow summary of how I could become an influencer – and it’s a guide that you could use to do the same. In this episode, you’ll learn: How Kat transitioned from working for others to being the founder of her own agency. Why she moved to Los Angeles to grow the business. A day in the life of a successful influencer. How anyone can turn their knowledge into actionable insights people would pay for. What she looks for in an influencer and how to find representation. Why authenticity and consistency always beat follower count. How to create a compelling content plan. How creators can future-proof themselves in the face of AI, fatigue, and shifting platforms. The exact blueprint Kat uses to help new talent find their niche, grow fast, and get paid. Why influencer marketing is far from over, and where it’s heading next. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

Josh Piterman is no stranger to pressure. As the only Australian to play both the Phantom in London’s West End and Jean Valjean in Les Misérables, he knows what it’s like to perform at elite levels and what it takes to keep showing up when your inner critic won’t sit down. Now also a coach, author, and podcast host, Josh shares how mindset, breathwork, meditation and self-awareness have transformed not only his performances but also his life. In this episode, we go deep into: The crossover between performers and high-performing leaders What really fuels imposter syndrome, and how to shift it Using breathwork and heart rate variability to handle fear and stress The difference between achievement and fulfilment Josh’s “6 Ps” of performance, and why play matters more than perfection Behind the Mask: Why Josh wrote his deeply personal memoir-meets-self-help guide Why vulnerability is the most underrated leadership tool Whether you're heading into a boardroom, onto a stage, or just trying to show up more authentically in life, this conversation is a masterclass in mindset. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

What if your side hobby could land you on the set of How to Train Your Dragon or in the same room as Timothée Chalamet? That’s the wild reality for Lachlan and Austin Macfarlane  – aka the Macfarlane Brothers –  two self-taught filmmakers whose short-form videos have clocked more than 500 million views online. Starting with a childhood curiosity and a second-hand camera, they’ve grown into full-time content creators, directors, and award-winning storytellers for global brands like Warner Bros., Netflix, and Universal Pictures. In this episode, they unpack the creative process behind their viral videos, how they turn 15 seconds into a storytelling masterclass, and what it really takes to build an audience that sticks around. Plus, they share what goes into landing brand deals, writing sponsored content that doesn’t suck, and why they’re aiming to direct feature films next. Whether you're a marketer, copywriter, or creator at heart—this one’s packed with practical gold. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

If you’ve ever wondered what digital marketing really is, and how you can leverage it to generate more traffic, more leads, and convert more sales, this is the podcast for you. There are lots of digital marketers out there, but few have the depth, skill, and knowledge that Ben Fewtrell has. As the owner of Digi TLC, he’s run campaigns for a huge range of clients and has got the digital process down to a fine art.   In this episode, Ben teaches us how to kick-start a digital marketing campaign, how to create content for it, what to focus on, what to forget about, and provides some simple case studies to demonstrate how he does it and how you can do it too. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

AI might be dominating headlines, but when it comes to getting found online, Google is still king. In this episode, we’re cutting through the hype and getting back to basics - because no matter how fast AI evolves, knowing how to write an SEO blog that ranks is still essential. To walk us through it, I’ve invited back Matt Farmer - former student, long-time SEO content strategist, and past team member at award-winning agency Studio Hawk. Matt knows exactly what it takes to get content noticed by Google, and in this mini masterclass, he shares practical tips and strategies you can use right now to boost your website rankings. If you want to sharpen your SEO writing skills, this episode is for you. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

Starting a copywriting business is exciting, but navigating the financial and legal aspects can feel overwhelming. From choosing the proper business structure to understanding tax obligations, there’s a lot to consider.  In this episode, Andrew Nicholls, an experienced finance expert and business advisor, breaks it all down in a way that’s easy to understand. Whether you’re just starting out or already running your copywriting business, this episode will help you make informed financial decisions and avoid common pitfalls. Andrew shares insights on when to register for GST, how to structure your business for success, what insurances you need and what deductions you can claim.  This episode is a goldmine of practical advice for copywriters and small business owners looking to take control of their finances and set up their businesses for success. Whether you're just getting started or thinking about growing, Andrew’s insights will help you navigate the complexities of business finance with confidence. You’ll learn: The different business structures available to copywriters (sole trader vs. company vs. trust) Why you need an ABN and how to get one What to do if you're freelancing on the side while working full-time When you need to start charging GST and what that means for your business The reporting obligations of a GST-registered business When it makes sense to transition from a sole trader to a company The key differences between a bookkeeper and an accountant (and when you need one) What business expenses you can and can’t claim as a copywriter The types of business insurance you need (and which ones you can skip) Common rookie accounting mistakes that get small business owners into trouble with the ATO When to start using accounting software like Xero and how it can help manage your finances Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

Grant writing is a highly lucrative skill, and the demand for skilled grant writers has never been higher. If you want to master grant writing, attract clients, and confidently charge for your services, this podcast episode is for you. In this episode, Elaine Abery of Unravelling Red Tape shares her invaluable expertise in grant writing, advocacy, and working with government organisations. Whether you’re new to grant writing or want to refine your skills, this conversation is packed with insights to help you become an in-demand grant writer. You’ll learn: What grants are, who offers them, and where to find them How to craft a winning grant application, use the right language, address the criteria and avoid rookie mistakes How to pitch your grant writing services to not-for-profits and build a sustainable business model Where to find lucrative government grant writing opportunities How to approach individual government departments outside the formal tendering process Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.

Would you like to become an expert at UX copywriting?Would you like to make money from UX copywriting?What even is UX copywriting? UX copywriting is a fascinating and super important sub-genre of copywriting that can turn a good customer experience into a great customer experience. UX stands for User Experience and it’s the art of helping users navigate a website in the most efficient way possible. If you’ve ever been frustrated at how unhelpful a website is, or struggled to find the buy button or the contact us link, chances are those website owners never hired a UX copywriter. If you’d like to learn how to become a UX copywriter and learn key skills to help you write better UX copy for your own website, this is the episode for you. Susan Reoch is a seasoned expert UX copywriter with over 14 years of experience. Her career has taken her from Amsterdam to Australia, working for industry leaders like the juggernaut of tourism - Booking.com. In this episode, we explore the fundamentals of UX writing, how to design user-friendly websites, and how you can add UX copywriting to your suite of services. Whether you’re a copywriter looking to expand your skill set or curious about UX principles, this episode is packed with valuable insights that will give you the edge on creating next level copy. Here’s what you’ll learn: How to understand UX copywriting: Grasp the basics of user experience writing and its role in creating seamless digital interactions. Learn the difference between UX copywriting and traditional conversion copywriting. How to add UX to your copywriting suite of services: From teaching and sales to UX writing at Booking.com, discover how Susan built her diverse skill set and applied it to copywriting. Hear how life experiences, from architecture studies to global travel, shaped her unique perspective. How to create a UX-friendly website: Discover the importance of understanding client goals and user motivations. Learn how to map out user journeys and design website navigation for optimal functionality. How to avoid common UX mistakes: Avoid overwhelming users with too much information. Use customer-friendly language to ensure clarity and connection. Learn how to make your website's purpose immediately clear. How to integrate SEO, brand voice, and UX: Balance user-friendly design with effective SEO strategies. Learn tips for identifying and incorporating brand voice in website copy. How to apply practical UX tools and techniques: Explore resources like the Nielsen Norman Group for learning UX principles. Understand how to collaborate with designers and developers to bring copy to life. Read the show notes This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au Join our community of copywriters at CopyClub.com.au.See omnystudio.com/listener for privacy information.