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Benjamin Wells
Age: 34
Background: I grew up on the Mornington Peninsula, and didn't really like school except for English. After moving to the city and doing non-creative jobs I realised that I could actually make a living doing something I loved. Initially I wrote freelance magazine articles, before moving into the world of commercial copywriting.
Studies: Monash University B. Bus (Management), TAFE Freelance Journalism, Copywriting for Profit, AWARD School.
Work history: Worked for Coles Myer for ten years. This includes a year in the late 80s of trolleyology', or pushing shopping trolleys. Bored and frustrated in corporate land, I opted to manage the family business part-time while setting up Wellsaid Copywriting (est. 2000).
Travel: The furthest I've been from home is the far north of the Philippines. I've also been to Tassie more times than I can count on one hand (a non Tasmanian hand, that is).
When did you decide to do the copywriting course and why?
At the time I had a few copywriting clients here and there, but wasn't really doing it seriously. I wanted to find out everything I could about turning copywriting into a serious concern.
When did you complete the course? 2004
What do you do now?
I now have my own copywriting business, www.wellsaid.net.au. I do all sorts of copywriting for all sorts of businesses. Mostly I write content for websites and brochures. I also do print ads, taglines, online articles, editing, internet banners, newsletters- anything that requires words really. I handle most of the work myself and occasionally out-source to trusted associates.
How has the course helped you where you are today?
It got me really excited about where I could take copywriting as a career, and it inspired me to get myself out there.
What were the main things that you learnt that enabled you to get where you are today?
The main thing for me was the encouragement and inspiration, but learning the nuts and bolts of self-promotion was the single biggest thing. I knew I could help so many businesses out there to get their message across, but they didn't know I existed!
What is the best part about being able to write copy for money?
Seeing your work in print is always nice, even though you never get a by line. It's not like the person who wrote Just do it' is famous. It's also a good feeling knowing that what you've done is helping another person or business get ahead.
What aspects of copywriting do you like?
I like turning garbled and confusing messages into clear, concise and interesting copy. Thinking up print ads is good fun too- playing around with combinations of words and pictures. It's also a buzz to meet with clients and help them with things they find difficult.
What tips would you give someone who is considering becoming a copywriter?
To be a freelance copywriter you've got to be the staff and manager of your own PR/Marketing/ Accounts/HR department, so every day is not just writing. I'd advise someone considering being a copywriter to have a good think about what they want to do, and why they want to do it.
Where do you see yourself in 5 years?
The reason I set up my own business is I didn't like this question being asked in job interviews! In five years time I'd like to have built up Wellsaid Copywriting to the stage where I can begin employing others more regularly- even full-time.
What qualities does a copywriter need in order to succeed?
Apart from writing talent, the ability to write how people want to read is important. Your writing style isn't the most important thing, it's what your client, and their customers that you have to think about.
How has copywriting changed your life?
Copywriting is the occupation I subconsciously wanted to do since high school. I'm just grateful that I found work that I thoroughly enjoy.
If you were to choose your IDEAL client for your copywriting, who would you choose and why?
My ideal client is someone who communicates exactly what they want me to do, but at the same times gives me the freedom to be creative.
What is your secret to creating successful copy?
I guess if it's here its not longer a secret, but here goes: Copywriters write things that people often don't want to read- we're not writing novels here. Keep this in mind, and make it short, simple and interesting.
In 25 words or less describe your thoughts on Bernadette & her copywriting course.
Bernadette was very professional as a presenter, and kept the class interested and enthused in every session. The notes were well organised and easy to read.
A typical day in the life of ................. Benjamin
Check emails for new enquiries or quote requests, take a brief from a client, either over the phone (many clients are interstate) or in person, write some copy, think about what I've written, edit it, check emails again, write some more copy, work on my own website, go home to infant daughter hopefully before she goes to bed.
Quick 12 second quiz:
1. Dog or cat?
Cat- less maintenance
2. My strength is...
my ability to think on my feet
3. My weakness is...
my spidery handwriting
4. My friends would describe me as...
a down to earth sophisticate.
5. What frustrates me is...
clients who skip the country without paying- yep it's happened!
6. If only....
every question was this open ended.
7. If I had one last wish I would...
be disappointed I was granted a wish so close to death.
8. Snow or Beach?
The beach in Antarctica would be a good compromise.
9. If I could change anything it would be...
my occasional inability to follow the plot in stupid action movies.
10. My favourite color is...
silver, although I'm not sure that is a colour.
11. One word that describes me...
describable
12. Finish this sentence:
"Colors fade, temples crumble, empires fall, but wise words are very rarely found on the internet, unless you google yourself all day and find what you've already written."
Biggest achievement in copywriting:
I think it's the fact I've been able to create a career for myself that I enjoy.
Who was your first client and how much money did you make?
My first copywriting client was an accounting firm. I wrote for them quite a long brochure, and made about $2000 out of it.
What has been your most lucrative job to date?
I recently did a very large website from scratch, including the site map. That was a single large job, smaller but more regular jobs from big companies over the years have been a good source of income.
Contact details
Ben Wells
Wellsaid Copywriting
Suite 705, 37 Swanston Street,
Melbourne, Vic 3000
p. (03) 9663 2676
m. 0408 382 965
http://www.wellsaid.net.au/
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