I’m about to inflict professional torture
BE BOLD. Tell real stories.Brand Stories Content Marketing Building an audience Leadership
Every business has real stories.
The most successful ones know how to tell them, really well.
Hi, I’m Sherene, and I’m a firm believer in the power of real stories to make a difference in people’s lives. I’m from a news background, and it’s easy to see how those stories can trigger change. But now in marketing, real stories are becoming important because they are a mighty way to show people the genuine value of a business.
Real stories are about brands and people. No business operates without people – creating it, buying from it, servicing it – and where you have people, you have great stories.
One of the most powerful ways to tell real stories is to use a journalism mindset. Journalists are trained to deliver the stories people want.
I’ve been a journalist, sub-editor and producer with Australia’s top TV news and current affairs shows. Now I work with people and companies to grow their ability to find and tell the best stories for their brand, through content writing and storytelling. Great writing and strong storytelling is vital for successful marketing now. By working with me, you’ll develop your ability to do it your way, better.
Content marketing is a new way for brands to sell themselves.
It’s an opportunity ignored by many, which gives serious advantage to anyone doing it well.
The old way to attract attention was through advertising and writing to sell. The message of the brand came first.
Breaking through is harder now. There may be greater potential to reach more people but there’s also more competition for their attention. Plus people are rejecting advertising and empty jargon. They’re sick of being sold to.
Content marketing is replacing ‘writing to sell’ by creating material that is useful to people. It draws audiences to you, holds their attention and gives the chance to show how your business can benefit them.
I run productive sessions so teams and individuals can develop the mindset and techniques to create more powerful, high-quality original content. Contact me to get better at choosing and writing the sort of stories that people want to tell others about.
It’s easier than ever to get 15 minutes of fame.
The best storytellers know how to make it last.
For many businesses, developing authority and credibility in their field is an important part of their growth strategy. Being recognised by peers and the marketplace for being the best at what they do brings distinct competitive advantage.
To do it well, everyone in the business – from the CEO down – needs to know and be able to communicate the stories of the business in a way that’s meaningful and memorable. They need to be empathic story gatherers as well as engaging story tellers.
It’s not enough just to tell the why and how of the brand. There are stories from those involved with the business – customers and staff, suppliers and investors – and there are stories that demonstrate the depth of knowledge and expertise in the business.
These are the stories that propel a business to a leadership role within its field. They deserve to be found and told well.
As a TV journalist, I had to write so the audience would keep coming back.
Now I show businesses how to it for themselves.
Journalism is storytelling with a purpose and for businesses hungry to connect with the right people, it’s a proven way to make sure the customer’s needs are met every time.
These days you have to put your audience first. They won’t stick around if your content is just about selling. By giving information and inspiration in your field of expertise, you can build trust, boost sales and inspire loyal advocates.
When you pinpoint what people want, you can write about the topics that mean something to them. Edit for clarity, add great images and publish in the places that are a natural fit.
I coach individuals and teams to help them develop the skills to tell worthwhile stories in an excellent way. I show how to turn copywriting into trustworthy, useful content that speaks to people using a genuine brand voice.
Pushing your message through copywriting and advertising won’t work anymore.
Now you have to draw an audience in with value and authenticity.
Trust. Reputation. Relationships. They’ve never been more important to business. Or harder to manage authentically. People have lost faith in the business sector, and these days they’ve got the power to ignore its marketing and advertising.
How can businesses win back their customers and clients?
Many companies now employ journalists to tell their brand stories. They’re skilled at finding the most attention-grabbing best stories and telling them in a compelling way. But you don’t have to hire a journalist – you can learn to do what they do.
I coach individuals and teams to help them develop the skills to tell worthwhile stories in an excellent way. Find out how to turn your copywriting into genuine and valuable content, using your real brand voice.