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Meri F. Harli
Age: 39
Background: I was born in Helsinki, Finland and my family immigrated to Australia in 1974. I grew up in and around Melbourne and spent my teen years on a farm outside of Geelong in the Western District of Victoria riding horses and writing tortured teenage poetry.
Studies/Educational background: Bachelor of Arts Degree with majors in Professional Writing and Literature (Deakin University). I also have a Certificate IV in Small Business Management and have completed a Copywriting for Profit course at the Australian School of Copywriting.
Work history: I started out in educational publishing as a photographic editor. In the mid 90’s I moved to San Francisco, USA during the dot.com ‘boom’ years - where I worked for Wired Digital www.wired.com (1996-1998). In California I also worked for Broderbund Software (1995) on the multimedia game Where in the World is Carmen Sandiego.
Since returning to Australia I have worked for ANZ Bank, National Gallery of Victoria and most recently for Sensis Pty Ltd in web marketing.
Travel: Europe, UK, USA, Thailand, Pacific Islands and I spend 6 months trekking through India.
When did you decide to do the copywriting course and why?
I did the course in April 2007 - for a long time I really wanted to use my writing skills to make a decent income. I’d been working on a novel for a long time but realized that the process of writing fiction can take awhile, so I wanted to do something different with my writing skills in the meantime. I’ve since found that my copywriting actually helps my creative writing – it has freed up my creativity and I’m taking more risks and trying out new techniques. It’s made me a better fiction writer.
When did you complete the course?
June 2007
What do you do now?
I’m still at my ‘day job’, but I’m getting more freelance clients every week. In the last week for example I’ve sent out 3 new quotes. It’s been a bit of a juggle, but I’m managing to build up my freelance business while working fulltime.
Early in 2008 I’m starting up a web design business: www.tallpoppydigital.com.au. I have a partner who is a web developer and will do all the techy stuff and I’ll be focusing on copywriting, marketing and project management.
How has the course helped you where you are today?
As well as the copywriting skills that I gained, the course gave me very practical ‘real world’ skills in working for myself: marketing myself, interacting with clients, quoting, invoicing etc. These skills have been invaluable and are worth the price of the course alone. Bernadette’s approach is to teach you these ‘real world’ skills so you can really make a living as a copywriter.
What were the main things that you learnt that enabled you to get where you are today?
The ‘real world’ skills mentioned above, but also the creative process of copywriting. I have a solid, clear cut process to follow that works every time.
What is the best part about being able to write copy for money?
Writing your own invoices! But also using my writing skills to earn money.
What aspects of copywriting do you like?
I like the creativity inherent in every job. And I also like the client interaction especially when your client is really happy with your work. As a copywriter you are helping people to be more successful in their business, to sell their product or service. In the end it’s a win-win situation, good copy brings in more clients for them and you get more work by word of mouth.
What tips would you give someone who is considering becoming a copywriter?
Have fun with your copywriting – your enthusiasm will not only help you sell your work but make it more enjoyable to read by others.
Where do you see yourself in 5 years?
Running my own successful web design business, first novel published, second one on the way.
What qualities does a copywriter need in order to succeed?
- To be not too precious about your work, you might like a certain phrase or concept, but does it work for the client? Does it work to sell their product or service? Remember that the goal is to make your client happy because your copywriting works for them.
- Be confident about your writing skills, don’t be afraid to take risks and to call yourself a copywriter.
How has copywriting changed your life?
It’s really helped me to realize my dream of running my own business, working for myself and use my writing skills at the same time. As a writer I love the idea of setting my own hours.
If you were to choose your IDEAL client for your copywriting, who would you choose and why?
My ideal client is someone who wants web copy that is optimized for search engines. I love writing web copy because it is the ultimate challenge for a copywriter – your audience is smart, savvy and there’s only a 10-second window of opportunity to catch their attention.
The content (text) of a site is key to the site being ranked high in search engines. It is this complex relationship between the user, the copywriting and how the search engine indexes a page that fascinates me. Copywriting for the web has to take all these things into account: it has to include keywords that work with search engines, it has to catch attention fast and at the same time engage the reader to want to read more.
What is your secret to creating successful copy?
Let your creativity roam free. Just write and write and write. Usually the first paragraph will be crap, but the third one will be better. Then go back and edit and rewrite. You need to be brave enough to take risks with your writing. Then go back and see if what you have written works to sell the client’s product.
In 25 words or less describe your thoughts on Bernadette & her copywriting course:
The course gave me invaluable ‘real world’ practical skills in copywriting and in running my own business. I was very inspired by Bernadette’s knowledge & depth of experience.
Quick 12 second quiz:
1. Dog or cat?
Definitely cat - mine is Mr Clive.
2. My strength is...
I’m not afraid to take risks even if sometimes I might make a fool of myself.
3. My weakness is...
biting off more than I can chew, but I’ve learnt so much by doing this!
4. My friends would describe me as...
confident, straight up.. and sometimes a bit bossy.
5. What frustrates me is...
layers of futile and aimless bureaucracy within any organization.
6. If only...
I didn’t eat so many lollies.
7. If I had one last wish I would...
sit in a bubbling hot tub under the stars drinking the best French champagne while someone (with very strong hands) massages my feet with perfumed oils. Not too much to ask for really!
8. Snow or Beach?
Beach.
9. If I could change anything it would be...
to have started my own business earlier in life.
10. My favourite color is...
red.
11. One word that describes me...
people-person
12. Finish this sentence:
"Colors fade, temples crumble, empires fall, but wise words will continue to be collected by quote geeks like myself forever."
Biggest achievement in copywriting:
So far it has been the creating of a complete website from scratch including: copywriting, search engine optimization, design direction and web marketing. And having the client be extremely satisfied with the result and recommend my work to others.
Who was your first client and how much money did you make?
A tomato farmer from Yendon, Victoria. I copyedited a 3-page promotional essay for a regional small business competition. They were shortlisted as a result of my work. I made $110.
What has been your most lucrative job to date? (names of clients not necessary)
A Google Adwords campaign wherein I wrote the ad copy, created optimized keywords and monitored the campaign for success.
Final comments...
I've done some research on other copywriting courses in Australia, and Bernadette’s has come up first for value and the shear volume of practical information that she shares with her students. I came out of the course feeling confident and skilled - knowing that I could make money from copywriting and build a successful freelance business.
Your contact details that you’d like published:
Meri F. Harli
Copywriter specializing in Web Copy, Search Engine Marketing & Optimization.
0408 369935
meri@meriwords.com.au
www.meriwords.com.au
www.tallpoppydigital.com.au
http://www.linkedin.com/in/meriharli
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