Session outline:

In this session, Robert Gerrish returns to investigate and discuss ‘impostor syndrome’. Together we’ll discover how it makes us feel, the impact it has on our success and importantly, what we can do to bring about lasting change.

Session takeouts:

• Understanding what it is and where it comes from
• How to accurately gauge your impostor status
• What clients mean when they reject your work
• The way to banish the problem once and for all

About Robert:

Robert Gerrish supports people starting, growing, fine-tuning or exiting their business. He founded the Flying Solo online community, co-wrote the bestseller of the same name, and in mid-2018 launched his latest book, ‘The 1-Minute Commute’ with publisher, Pan Macmillan. He’s a podcaster, speaker and works one-on-one with a small group of independent professionals. He’s currently working on a new book and podcast series that explores how to stay upbeat and on-track in business.

Session outline:

Want to know what it takes to build a standout brand in 2019 and beyond? Well, the answer’s simple: it takes 360 Bold Branding. Having a clear strategy that touches on seven key areas of your brand and marketing means you’re not leaving it to chance when it comes standing out.

Session takeouts: 

• The Brand equation
• How to use 360 Bold Branding for yourself and your clients
• The big question you’re not asking that will make all the difference
• How to develop star brand ambassadors

About Suzanne: 

Suz Chadwick is a business coach and brand consultant who can take your brand from basic biscuit to amazing ‘got to have’ Tim Tam goodness. As founder of The Connection Exchange and the Director of Employer Brand for Hudson RPO, Suz helps soloprenuers and global organisations build 360 Bold Brands that deliver standout results.

Session outline:

A great tagline can transform a brand’s fortunes and endure for decades. But let’s be honest: most taglines are rubbish.

This presentation will explore what makes a good tagline (and what makes a terrible one), using a selection of classic and recent examples. The session will also include practical tips on how to create, sell, test and charge for taglines.

Session takeouts:

1. The elements of a great tagline
2. How to write taglines
3. Traps to avoid when writing a tagline
4. How to ‘sell’ taglines to clients
5. How to charge for taglines (“But you only wrote 4 words!”)

About Ryan: 

Internationally acclaimed copywriter Ryan Wallman is the Associate Creative Director and Head of Copy at Wellmark, an Australian healthcare communications agency.

With more than a decade’s experience in writing and marketing, Ryan’s day job involves the creative direction and execution of communications for healthcare and B2B audiences.

Session outline:

It’s tough being a copywriter when it feels as if your clients don’t want to pay for the work.

But that doesn’t mean you need to charge less.

Through trial and error, strategy, and a ton of mindset work, I’ve learned how to position myself to attract awesome clients who happily pay amounts I didn’t think possible a year ago.

They value my expertise and add value to my business.

Now I can charge a lot more, and stress a lot less about keeping my business afloat.

You’ll learn: 

• Why you don’t have to work with ‘big brands’ to make big bucks.
• What you need to stop doing (and start doing) to attract high-paying clients.

About Sophia: 

Sophia Arthur helps wellness entrepreneurs make money online. She’s a health copywriter who builds energised, authentic brands that deliver incredible transformations.

She particularly loves writing spine-tingling sales copy and tweaking people’s funnels (sales funnels, that is).  

Session outline:

When it comes to running your copywriting business, you need to decide whether you’re a one-night-stand writer or serial monogamist.

While I do have mad copywriting skills, the truth is my business thrived not because I could juggle colons like a performing English major, but because my clients loved me. They loved me hard. And I wasn’t even that nice to them.

In this presentation I’ll share the secrets of my copywriting relationship success. I’ll teach you how to woo clients, keep them happy, and let them go with zero stress when the relationship’s no longer working.

Session takeouts: 

• Whether Upwork is the Tinder of freelancing
• Why you need to kiss a few client frogs
• Surviving that first date (call)
• Talking dirty: Why clear communication matters
• Getting too comfortable: How to keep your relationships fresh
• Are you a sub or a dom? Relationship boundaries and how to keep them
• It’s commitment: How to handle retainers
• Breaking up is hard to do: How to fire that client
• Moving on: Building better relationships

About Kate:

Kate Toon is first and foremost a writing entrepreneur. She’s also a popular coach, speaker, author and podcaster. Her digital education businesses The Recipe for SEO Success and The Clever Copywriting School have helped more than 8000 small business owners grapple the Google beast and write better content.

Nominated as SEMRush SEO Personality of the Year and AusPod’s Business Podcast Presenter of the Year, Kate runs Australia’s only dedicated copywriting conference. She presents at events around the world and runs several hugely successful Facebook groups.

Author of the Amazon Best Seller Confessions of a Misfit Entrepreneur: How to succeed in business despite yourself, Kate lives on the Central Coast of Sydney City, where she loves wandering on the beach with her son and her CFO (Chief Furry Office-dog) Pomplemousse.

Session outline:

Ninety-one percent of B2B companies and 86% of B2C companies used content marketing in 2018. And 82% of marketers prioritise SEO.

So to stand out you need to up your SEO and content marketing game.

In this session I’ll reveal strategies I’ve developed running marketing campaigns for Fortune 500 companies and other major players. We’ll dive into specific, actionable practices you can implement for dramatic SEO and content marketing results.

Session takeouts: 

• Differentiate basic and intermediate strategies from the advanced SEO and content marketing practices needed today.
• Analyse current SEO and content marketing practices to identify areas for improvement.
• Identify the resources needed for advanced SEO and content marketing practices and free them up within organisations.
• Understand the metrics needed to evaluate advanced SEO and content marketing performance.
• Develop a plan for implementing these practices.

About Aaron: 

Aaron Agius is a digital marketer and CEO of Louder.Online, one of the world’s leading digital agencies.

Aaron founded the Global Marketing Leaders Group on Linkedin, which has more than 11,000 members. He regularly contributes to some of the world’s largest editorial publications, and speaks regularly at conferences around the globe.

Aaron shows clients how to optimize their sites, perform influencer outreach and link acquisition and produce and distribute content that drives significant lead generation and ROI.

Session outline:

In a perfect world, briefs would come fully formed so you can bang out a few words and get back to watching Netflix.

But get complacent about briefs and you’ll be chasing your tail for the entire project. And it certainly won’t be your best work.

In this session Amanda will show you how to own the brief, maintain your sanity, and write copy that makes people nod.

You’ll learn:

1. Why briefs matter
2. How to stop agonising over briefs
3. The difference between a brief and a proposal (and when to do what)
4. How to get to know the client, and the art of leading questions
5. How (and why) to get out of your copywriting ivory tower
6. When to shut up and when to speak up
7. How to manage real-life stuff-ups

About Amanda:

Amanda Vanelderen is a freelance copywriter and author of Write Better: How To Cut The Crap And Say What You Mean.

But she didn’t know copywriting was actually a thing until she bellyflopped into it in 2016.

Since then she’s been writing for some of Australia’s biggest brands (and loads of the smallest), taking short breaks for coffee and the occasional Polly Waffle.

Session outline:

Would you like a foolproof formula for writing advertisements, brochures, emailers and web copy that gets results every time? In this session you’ll learn the seven steps to writing copy that compels people to pick up the phone, click on a site or send an email. Whether you lack confidence or just want a proven method that will fast-track your writing process, eliminate writer’s block and provide a solid foundation for writing copy that connects, this session will be invaluable.

Session takeouts: 

• Use headline formulas that get results
• Create content that instantly turns objections into conversions
• Design avatars and customer personas that fast-track the writing process
• Generate trigger phrases to kickstart your first line of copy and eliminate writer’s block
• Turn features into benefits using one common but rarely used word

About Bernadette:

Bernadette Schwerdt is the founder of the Australian School of Copywriting, head copywriting tutor at the Australian Writers Centre, and a former senior account director with Wunderman Cato Johnson.

She’s also a popular TED speaker, and the author of Secrets of Online Entrepreneurs and How to Build an Online Business. She’s a podcaster with Triple M Radio/Podcast One, a contributor to business and financial publications, and a guest lecturer at several of Melbourne’s tertiary institutions.

Session outline:

I started copywriting after a lifetime of jobs that fed my family but not my soul. And by 49, it was hungry.
Becoming a newbie copywriter later on in life is nerve-wracking. But I soon discovered age can be an advantage.
When people see your face has a few wrinkles they make assumptions about your experience.
If you get out there and talk confidently about the work you do, people will be more inclined to take you seriously.

You’ll learn:

1. It’s never too late to sharpen your skills and start your writing career.
2. While age might get you a foot in the door, it’s your attitude that will win over clients and grow your reputation.

About Liz:

Liz Green launched WhizBang Writing Solutions in July 2017, where she helps businesses engage and connect with their target audiences.

Having written flyers, reports, training courses, technical documents and feature articles, Liz realised she had enough experience for a career in writing.

She completed a Professional Writing and Publishing degree, as well as The Recipe for SEO Success online course.

Then she discovered the Hot Copy podcast, which convinced her to become a copywriter.

About David:

David Bell is one of Australia’s most respected Creative Directors, although being a keen painter and surfer means his office looks more like a surf gallery.

He’s a regular speaker at industry and creative events, and is often asked to judge at major award shows.

In 2005, David was elected Direct Marketer of The Year at the Association for Data-driven Marketing and Advertising (ADMA). He also played a key role in setting up ADMA’s Creative School, where he lectures.

Session outline:   To niche, or not to niche, that is the question many a copywriter will ponder in their career. And while it is absolutely acceptable to work across a wide spectrum of industries (generalist is not a dirty word, people!) for some, the easiest way to build a successful career is concentrate on a core subject or industry which they are not only comfortable with but possess concrete knowledge. Hello niching! We’ll explore the benefits of drilling down into your chosen niche and explain why it can make you an in-demand copywriter.

Session takeouts: 1. How to find your ideal niche 2. How niching can help grow your business 3. How to use niching to charge more. 4. Ways to build your niche knowledge base 5. Just because you niche doesn’t mean you can’t do any other types of writing

About Nerissa: 

Nerissa Bentley is “The Melbourne Health Writer”—a health communications specialist who works with small businesses, institutions and national brands, to create credible, easy-to-understand health content.

Nerissa has written for Fitness Australia, Chemmart, Bupa and Defence Health, and for dental and medical practices, allied health professionals, personal trainers, and counsellors.

Session outline:

Americans didn’t invent advertising, but they certainly perfected it. Even today, American sales pages are different. They’re more assertive, more direct, and often more effective than sales pages written elsewhere.

In this presentation Rob will dive into the most popular persuasion secrets used by American copywriters to create the “perfect” sales page.

Session takeouts: 

• Where the best headlines, subheads and body copy come from
• How to create an offer that customers can’t say “No” to
• The most effective persuasion techniques that get customers to click “Buy”

He’ll also share some of the best sales page swipes he’s collected over the years.

About Rob:

Rob Marsh is an expert marketer, writer and entrepreneur. He’s worked as a Copywriter,
Producer and Creative Director, helped revolutionised online design production and in 2012 started his own SaaS business.

These days he’s the co-host of The Copywriter Club podcast and community, and the author of Telling Your Brand Story.

He also consults with technology and wellness companies to create effective landing pages, conversion funnels and marketing campaigns at Brandstory Copy and Content.

• At the Conference morning and afternoon tea breaks with refreshments will be provided as well as a buffet lunch.
• There will be an optional Networking Party from 5.30 pm open to ticket holders only.
• At the Mastermind a morning tea break with refreshments will ve provided as well as a sit down lunch.

There is a baby change room on the ground floor of the venue.

Event tickets are SOLD OUT however video tickets are still up for grabs. Please take a moment to check your email address carefully – it’s easy to mistype and miss out on your ticket confirmation.

We’ve scored some great deals for you with these generous hotels:

1. IBIS STYLES KINGSGATE HOTEL MELBOURNE | 3 STARS
ADDRESS: 131 King Street, Melbourne
BOOKING LINK: BOOK HERE
COUPON CODE: COPYCON19
DEAL:
4th May 2019: Standard Double / Twin :  $130.00 per night
5th May 2019: Standard Double / Twin : $90.00 per night

Breakfast: Continental Buffet Breakfast is available in our Cafe from 7am – 10am Monday to Friday and 7am – 11am Saturday and Sundays for AUD$11.00  $9.00 per person per day.
Cooked plated is also available for AUD$17.00 $15.00 per person per day.

Benefits for attendees :
* Complimentary upgrade to Refurbished Superior Rooms
* Free and unlimited Wi-Fi
* Complimentary luggage storage before check-in and after check-out if needed.
* Discounted breakfast rate

CONDITIONS:
Valid until 5th April 2019.
Payment and cancellation : Prepaid at booking time and non-refundable in case of cancellation
The rate is net, inclusive of 10% government taxes. 

2. TRAVELODGE HOTEL MELBOURNE SOUTHBANK | 4 STARS
ADDRESS: 9 Riverside Quay, Melbourne 3006
BOOKING LINK: BOOK HERE
COUPON CODE: COPYWRITING
DEAL: 15% DISCOUNT

CONDITIONS:
We do have a large group staying with us over these dates so we will have limited availability.
The 15% off promo code with only be bookable up until 04/04/19 or until we are almost full.

3. THE HOTEL WINDSOR | 5 STARS
ADDRESS: 111 Spring Street, Melbourne, 3000
BOOKING LINK: BOOK HERE
COUPON CODE: COPYCON19
DEAL: 15% DISCOUNT
Click on the area to make a booking, you will see a drop down box that says DISCOUNT Code, enter the above code

4. QUAY WEST SUITES MELBOURNE | 5 STARS
ADDRESS: 26 Southgate Avenue, Southbank VIC 3006
BOOKING LINK: BOOK HERE
DEAL: 19% DISCOUNT

1. General
   • Tickets are sold by Stay Tooned Pty Ltd  as the event organiser of The Copywriting Conference.
   • Kate Toon is GST Registered, all ticket prices include GST ((ACN. 624 095 763)
   • These terms and conditions are subject to change at any time and it is the responsibility of the ticket holder to be aware of the terms and/or changes.
   • No person/s, at any time, can use, copy, record, sell or publicly broadcast all, or any part of, The Copywriting Conference.

2. Ticket Prices
   • Standard tickets will be available from October until they sell out. 
3. Registration Forms and Payment
   • Price and ticket availability information is subject to change without notice.
   • Accommodation costs are not included in the conference registration fee. Attendees are responsible for making their own lodging and travel arrangements.
   • Registrations will be handled on a first-come, first-served basis.
   • All ticket holders are responsible for keeping their contact details up to date via their account on the event website.
   • Event attendees are to arrive at the conference venue by 8am for registration on the day of the event.

4. Ticket Policy
   • Tickets may only be purchased via The Copywriting Conference website.
   • Tickets purchased from other sources are not valid.
   • All tickets sales are final and subject to these terms and conditions.
   • You may nominate a substitute to take your place at the conference at any time up to 1st April 2018.
   • If you wish to substitute a participant, please contact us at the earliest opportunity by using the contact form.
   • Event Organisers will not be responsible for any tickets that are lost or stolen; you are still able to attend the conference, provided you are able to supply photo identification upon arrival.
   • Tickets will not be available at the event.
   • Ticket prices are subject to change at any time.
   • All tickets are non-refundable.
   • Ticket prices do not include parking allowance at or near the venue.
   • In the event that the event is cancelled, ticket holders will receive a full refund minus any bank or administrative fees incurred by the event organiser for receiving the original ticket payment. Refunds will be paid within 30 days of the event cancellation announcement.

5. Conference Programme
   • The Copywriting Conference programme, presenters and speakers are subject to change at any time, without notice.

6. Participation and Behaviour at Conference Meetings and Activities
   • Conference attendees are expected to behave professionally at all times whilst at the Event or the venue. Use of obscene or offensive language, abuse, destructive or threatening behaviour directed at any other person is not acceptable and will result in the attendee(s) concerned being barred from returning to The Copywriting Conference. Persons expelled from the event are not liable for refund or compensation of any kind from the Event Organiser.

7. Permission to capture and use images, audio and video from the Event and venue
   • Ticket holders agree to the Event being filmed and/or recorded by the Event Organiser.
   • Ticket holders agree to use of still photographs, video and audio from all Event sessions and activities by the Event Organiser to promote the 2018 and any future The Copywriting Conference events.
   • Unless explicit request is made to the Event Organiser, ticket holders agree to the use of images, audio or video across any and all channels including print, online and social media.

8. Personal Information and Privacy Policy
   • Your privacy is very important to us and we are committed to protecting the integrity of the personal information we collect from you.
   • The Privacy Act 1988 (Commonwealth) and the Privacy Principles govern the way in which we manage your personal information and this policy sets out how we collect, use, disclose and otherwise manage personal information about you.
   • Please note that participant contact details will be kept on the online The Clever Copywriting School database, which will only be used by Kate Toon and event staff. Personal bank details and credit card information is not kept on file.
   • Unless the Registration Office has received an explicit request from a registrant asking us expressly not to share his/her contact information (through the Registration Form), a list of all attendees’ names, their affiliated institutions and e-mail addresses may be included in the conference attendee gift packs and published on a “Who’s Who” page on The Copywriting Conference website.
   • Your contact e-mail address will be used to circulate details and announcements of current and future The Clever Copywriting School news. You may unsubscribe from this correspondence at any time.
   • If you would like your personal information record to be deleted after the conference, please notify the conference organisers using the contact form.
   • SPAM Act 2003 & Unsolicited Electronic Messages Act 2007: We are committed to observing our obligations under the Unsolicited Electronic Messages Act 2007. If you receive a commercial electronic message from us and you do not wish to receive any further messages of this nature from us, please follow the steps outlined in this communication for unsubscribing, or contact us using the contact form.

9. Personal Property & Insurance
   • The Clever Copywriting School organisers accept no responsibility for loss or damage to personal property that is brought to or left at The Copywriting Conference.
   • The ticket holder will be responsible for any loss, damage or injury incurred as a result of contracts entered into, advice sought or obtained from The Copywriting Conference, Kate Toon and/or any sponsor. Any loss or damage to property or persons whilst at the venue, unless caused by the negligence of The Clever Copywriting School, is the responsibility of the ticket holder.
   • Ticket registration fees do not include insurance of any kind. We recommend that you obtain your own general travel insurance. It is suggested that the insurance policy should also cover loss of fees/deposit, airfares, accommodation charges, medical expenses, loss or damage to personal property while attending The Copywriting Conference. The insurance should cover loss arising from the cancellation of the conference by the organisers or your inability to attend due to any reason whatsoever. No responsibility is taken by the conference managers for any person not holding insurance.

10. Governing Law These terms and conditions shall be governed by and construed under the law of the State of New South Wales, Australia.

11. Contact Details If you have any questions about the event, the event organisers, or these terms and conditions, please contact us using the contact form.