The Marketing Muster: Issue 8

Hello

Hello, it's Joh here.

I'm in the final days of a much-needed summer break, and feeling refreshed and ready to get back into the swing of all things copywriting. T-minus 7 days until the kiddos head back to school. Hurrah! (I will miss having them around more often... but not their endless sibling squabbles.)

In this week's muster, I'm giving a standing ovation to a bright little business started by a surf-loving 12-year old 🤯. Make sure you check it out.

Plus useful tips on clearly conveying your (or your product's) value, the key elements of a great website, and more.

I hope you enjoy this week's issue of The Marketing Muster.

New to the muster? Check out our previous issues in the archives. And make sure you subscribe to get The Marketing Muster direct to your inbox every Tuesday.

Standing Ovation

In January 2019, this random post in my Facebook feed caught my eye.

It led me to the story of (then) 12-year-old Noah Pronk who had started a business (with just $20) as part of a school project.

Since coming up with the idea for his assignment, Noah's Sticky Pronk eco-friendly surf wax has become a fully-fledged small business with thousands of social media followers, stockists in 3 states, and a recently launched e-commerce website.

Noah says he initially thought he'd just be selling his wax to friends, but his hard work is paying off as demand grows for his special blend of locally sourced, ocean-friendly ingredients.

'What started a simple school project to build a business with twenty dollars, soon became something which I could make a positive change to the surfing world.'

Why I love it:

What a brand story - a product developed by a kid for a school project leads to him starting a small business with an environmental purpose
Sticky Pronk has brought its audience along for the ride - from images of making his first small batches of wax to the new updated more 'grown-up' brand and packaging, Noah's followers have been there to watch his brand and business evolve
The brand founder has a strong and genuine connection to the industry as a lifelong surfer and member of his local surf club, and weaves his stories into the brand's authentic social presence

It's still early days for Noah's Sticky Pronk. And who knows where he might want to take it in the future. But I love seeing his posts show up on my Insta feed and watching his business grow. (And if either of my kids ever gets into surfing, I know exactly where I'll be buying their wax.)

Read more about Noah's story in this ABC article.

Nice work, Noah 👏👏

If you know a business, brand or campaign you think deserves a standing ovation, tell me more.

Breaking News

Rebranding to Cheer Cheese

This week, the makers of 'Australia's Tastiest Cheese' unveiled the new name of their iconic product as Cheer Cheese (after announcing they were retiring the original brand back in November).

I know it's been a somewhat controversial switch, but I am 100% behind the decision to remove the moniker. Despite knowing the brand's original name was that of a cheesemaker, I've never been comfortable seeing a word widely known as a racist slur displayed in the supermarket.

I applaud Saputo Dairy Australia for changing the name and look forward to seeing Cheer Cheese on the shelves from July.

Insights

How to instantly show your value

Struggling to convey the value of your service or product clearly? These tips from Wes Kao will help.

Website Wisdom

What is anchor text? Everything you need to know for SEO

Do you scratch your head anytime your web developer mentions 'anchor text'? This comprehensive post from SEMRush breaks it down and explains how to optimise your anchor text for better SEO.

Tools

19 marketing books you need to read in 2021

If you've finished your summer reading and need a new list of marketing books to devour in 2021, check out this list from Josh Barney.

Happenings

Consumer trends in 2021: what's actually changing?

Marketing Dive has a free webinar coming up that promises to cut through the noise and dig into some of the key consumer trends to watch out for in 2021. I know it's on a little early here in Australia, but I've signed up and will have the coffee ready when I tune in next week. Will you be there?

My News

Do you know how I became a copywriter?

It all happened about 5 years ago when my 'secure' marketing job was made redundant (sadly, I don't think any job is truly secure these days).

I had stumbled across the fabulous Kate Toon and her copywriting school a few months earlier. So, when faced with the need to find flexible, family-friendly work, I decided to take the plunge and become my own boss.

It was a scary move, going out on my own.

Only I've not been alone. Not for a single second.

As soon as I decided to become a copywriter, I joined Kate's merry band of happy 'copybeasts' at The Clever Copywriting School (TCCS). The friendship and support I found in this community of freelance copywriters have been instrumental to the success of my business.

Over the years, I've seen the community grow into an incredibly active and supportive online network offering oodles of training, masterclasses, professional advice and more. And I've gone from a fresh-faced newbie to a copywriting old-timer happily sharing my learnings and experience with people new to our industry.

Have you ever thought about becoming a copywriter?

If it's something you're serious about, the first thing you should do is join TCCS. It offers so much supercharged value and advice, especially for newbies just starting their copywriting businesses.

TCCS membership is open now.

I'm taking bookings for website copywriting and brand voice strategy work for February and March 2021. To discuss your website needs, book in your FREE, no-obligation chat with me today. (Get in quick, I only have a few slots left.)

Just For Fun

Detailed floor plan drawings of popular TV and film homes

I thoroughly enjoyed these gorgeous sketches of the floor plans of popular TV and film homes by interior designer Iñaki Aliste Lizarralde. Now I really want to live in The Golden Girls' house.

See you next week, Musterers.