Lyndall Guinery-Smith from The Professional Writer
Who are you Lyndall Guinery-Smith?
I’m a business writer who’s been crafting stories for Australian businesses for more than 20 years.
I love learning about business people to discover what drives them.
This helps me get to the heart of their business, shape their brand, engage and persuade customers while fostering business growth.
Writing award submissions, capability statements, and SEO website content lights me up.
What did you do before you became a copywriter?
I owned an antique store for five years.
During that time, I wrote a book (published by Harper Collins) and rediscovered my love of writing.
I then set about working out how to actually make money out of writing beyond book royalties.
Prior to that, I worked in the real estate industry for many years as a commercial property manager, office manager, and marketing manager – pretty exciting, eh!
How long have you been copywriting?
I registered my business name in 1998 (last century!), freelancing for a few select clients, and set up the website in 2003.
I started out part-time and it took several years to have the confidence to go full-time. Now I wish I’d done it sooner!
What has been your biggest copywriting career win?
Landing a five-figure contract from a LinkedIn connection – yes, it works!
Also, installing a CRM which brings clients straight into the system, sends out auto-replies, proposals, contracts, and initiates workflows – saves me so much admin time. It’s been life-changing.
Also, appointing a VA, bookkeeper and sub-contractor have been great decisions.
What was your worst copywriting career fail?
Being a perfectionist and procrastinator (procrasti-cleaning anyone?!).
It’s such a timewaster and I’d be way more productive if I’d just stop procrastinating.
On the upside, my house is clean when I’m in this headspace :)
What is your number one fave copywriting tool?
Dubsado – it’s an awesome CRM (except for the crappy integration with Xero!).
Also – my thesaurus is a copywriter’s best friend. Yeah, I know that’s 2.
How do you deal with self-doubt?
I keep a list of my wins, even the smallest ones, and look back at it to see how far I’ve come.
I also enjoy reading my Google reviews and other client feedback, which is positive 99% of the time (why do we fixate on the other 1%??)
What work/life balance or mental health tips do you have?
I get up early most days and take a long walk, otherwise I’d be sitting on my butt all day long.
I’m lucky to have the beach and river near our home – the beach is my happy place.
I take a sunrise photo and post it on socials, then produce a calendar each year and donate the proceeds to charity.
This compels me to actually get out of bed each morning. Starting the day at the beach makes me feel like I can take on just about anything.
Take a decent break (at least a long weekend), without technology, every 3-6 months, and be sure to reconnect with family and loved ones.
It’s really important to take care of your health – that’s a lesson I’ve learned the hard way.
What tip would you pass onto any newbie copywriters?
Believe in yourself and your abilities – you got this!
Never be afraid to ask questions.
What’s next for you?
Building a larger team and developing more products.
Why do you love TCCS?
The sense of community, connectedness, and friendly advice from those who walk the same path.
The conferences are pretty awesome too – can’t wait for the next one.
TOON NOTE: Pssst – you can find out more about the next CopyCon here.
