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Abby Wallace | Copywriter & Content Writer

@abbywallace_writer

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📖 Copywriter | content
🤝 I help small biz, corporates + not-for-profits
👩‍💻SEO Websites, blogs, eDMs +
📚 Aspiring children’s author
💬 Book free call👇

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Your comms team doesn’t necessarily need another full-time employee.

Sometimes, you just need someone reliable who can jump in and get the project done.

That might be:

- A case study that needs interviewing and writing

- An EDM that needs to go out next week

- A website page that’s overdue for an update

- An award submission that no one wants to write 😅

- Or a report that needs a thorough edit and proofread before anyone important sees it 👀

I also offer monthly retainer support for organisations that need regular writing, editing and content help – without adding another permanent role to the team.

Blogs. EDMs. Case studies. Web copy. Editing. Proofreading. General comms support.

If that sounds like the kind of backup your team could use, email me hello@abbywallace.com.au (I'd love to chat) 😊

Or find out more about me, including testimonials from happy clients at abbywallace.com.au Abby Wallace Copywriter and Content Writer Australia taken in Australia by @abbywallace_writer

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15 days ago

Hiya, I'm Abby 👋

Here's a few random facts about me... and a 'get to know me' (if that's possible in a few words) 😅

I'm a freelance copywriter and content writer supporting business across Australia.

Think: clear messaging, optimised content and communicating with impact to get results. 💫

Feel free to reach out and say hi anytime

💌 hello@abbywallace.com.au or 💻abbywallace.com.au taken in Australia by @abbywallace_writer

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a month ago

Although it’s raining cats and dogs here in the Tweed right now, I’m dreaming of sunny days ahead.

There’s so much to love and explore in this part of the world. Kids can experience life like it’s 1980 with beach days, ice-creams from the general store and riding bikes like the kids in E.T.

Travel is amazing, but sometimes nothing beats exploring your own backyard! So much so, I wrote a new blog about 10 of the best things to do in the Tweed with kids (that don’t cost a cent).

We all know money is tight for families right now and the best things in life are FREE anyway 😍

Save this one for the upcoming school holidays or share with a friend who you know needs to visit our beautiful region. Enjoy!

Read via the link in bio. 🔗

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✍️ I’m Abby, a freelance writer, copywriter and content writer with a passion for travel and sharing stories.

Need help with blogs to keep your website fresh (and keep Google happy)? Get in touch via my website (link in bio), email me 📧 hello@abbywallace.com.au or send me a DM.

#Writer #FreelanceWriter #Copywriter #FreelanceCopywriter #ContentWriter #CopywritingServicesTweed #TheTweed #TweedCoast taken in Cudgera Creek Hastings Point by @abbywallace_writer

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a year ago

Your 'About' page on your website can absolutely be personal. The important difference is making your story relevant: to your audience, customers, potential clients.

It has to have enough personality to highlight who you are and what makes you different, but don't share your whole life story (sorry)!

Keep it relevant to how your experience, history, education and background make you the perfect choice.

Connect with your audience, but don't bore them with a list of everything you've ever done.

If you need help writing your website copy, I'm here. Link in bio to book a free call with me. 👋 by @abbywallace_writer

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a month ago

Sometimes learning and growth comes from making the time and just showing up. Three days in Bali meeting inspiring women, connection, learning, growth and personal and professional development. 💛✨
Thank you @anitasiek for an incredible business retreat. taken in Bali, Indonesia by @abbywallace_writer

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a month ago

Turns out leaving the home office and talking to real humans is actually quite good for you. 😁

Loved getting along to Southern Cross University’s Lessons in Leadership lunch this week.

It was such an interesting and inspiring afternoon, hearing from leaders working across health, community, international relations and education – all with very different career paths and perspectives.

And, as someone who spends a lot of time working solo from home, it was especially nice to put on something other than activewear and interact with real humans for an afternoon. 😂

Thanks for joining me Catherine and Kristal 💫 by @abbywallace_writer

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2 months ago

Words like this from clients absolutely make my day. 🥹

Although we are waiting for the outcome, I feel proud to work with incredible businesses to shine a light on their achievements.

It's a marathon getting award submissions over the line, but it is incredibly satisfying (especially when..... 🏆 🥇).

If you need help with your award submission, book a call to chat with me at abbywallace.com.au or email me 📩 hello@abbywallace.com.au by @abbywallace_writer

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2 months ago

One thing I always notice while travelling?

Everyone has a story.

The young snowboard instructor who chases winter around the world, absolutely buzzing on life.

The lady and her son on the gondola who spend 4 months in Japan each year to work, live and snowboard (so cool!).

The family we swapped homes with, stretched between Canada and New Zealand, figuring out whose turn it is to live closer to family next.

And it’s the little details that make each country memorable.

In New Zealand’s case: Mountains, lakes, crystal clear rivers, earthquakes (yes, we experienced a shaking house when we were there a couple weeks ago), a postcard view everywhere you look.

As a writer, maybe I notice these things more than some. Maybe not.

The stories behind people and places are always so interesting to me. How someone ended up there. Where they’re from. How they live. What their interests are.

That’s one fun thing about house-swapping, you get a glimpse into someone else’s world.

That’s exactly why I love what I do.

Helping organisations uncover the story that’s already there, then telling it in a way that makes people care.

📸 Photo of our last night in Queenstown, New Zealand recently - that sunset!!

P.s. How are ALL Kiwis such cool, fun outdoorsy people that literally don’t feel (even ‘a wee bit’) cold? 😆

Say hi at: abbywallace.com.au or email me 📩 hello@abbywallace.com.au taken in Queenstown, New Zealand by @abbywallace_writer

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3 months ago

Here is what happens before a single word of your website copy gets written:

I ask a lot of questions.

▪️ What does your ideal client search for when they have the problem you solve?

▪️ What language do they use, not the language of your industry, but their language?

▪️ What do they need to believe before they will book or buy?

▪️ What is the one thing they need to walk away from your homepage knowing?

There's more questions of course but don't worry, that's a good thing. It helps get to the heart of what you do and why you do it.

The copy is only as good as the brief and the thinking that underpins it. The writing part is actually the quick(er) bit.

If your website copy isn't working or you're launching a new business, let's chat.

Book a free call with me 👉 Link in bio.

Or drop me an email: hello@abbywallace.com.au by @abbywallace_writer

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7 months ago

The problem with writing your own website copy: you are too close to what you do to explain it simply.

This is not a criticism. It is just how expertise works.

The more you know about something, the harder it is to remember what it felt like not to know it (ya know?).

So you skip the basics. You assume context or knowledge that your reader doesn't have.

Your website ends up making perfect sense to you and leaving your potential clients or customers slightly confused (whoops!).

Confused visitors don't book. They click away and find a website they can understand.

Simple doesn't mean dumb. Plain language is your best friend when it comes to website copy. ⭐

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✍️ I'm Abby – a freelance copywriter who helps small businesses, not-for-profits and purpose-led organisations write websites that actually work.

If your website copy isn't doing you justice, let's fix that.

Book a free call with me 👉 Link in bio.

Or drop me an email: hello@abbywallace.com.au

#freelancecopywriterAustralia #Australiancopywriter #Contentwriter #freelancerwriter by @abbywallace_writer

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7 months ago

Getting ready for business award season? It's coming up quickly and believe it or not, the strongest award entries aren’t written the week they’re due (I know, I knooooow). 😅

They’re prepared in advance – with the right story, evidence and positioning.

If you’re thinking about entering awards this year, now is the perfect time to:
⭐ Identify the right awards for your business
⭐ Start gathering metrics, results and supporting evidence
⭐ Reflect on your achievements
⭐ Prepare submissions before the deadline hits

Awards can be a powerful way to build credibility, visibility and trust (and showcase the great work you do in your business!)

If you’d like help preparing a standout entry, get in touch now so we can make sure everything is ready before the deadlines creep up.

🏆 Let’s make this your year to enter(and win)!

Find out more about my award submission packages and results I've achieved here or via link in bio 👉 abbywallace.com.au/award-submission-services by @abbywallace_writer

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7 months ago

What a special fundraiser supporting @thenrcf and @nrcfwomensgivingcircle at their International Women’s Day event last night. 💛 And they raised more than $8,000 to support local charities🎉

One of those incredible local charities is @supportfornewmums - volunteer Lynda Wiles spoke about the caring, supportive work they do to help new mums in the Northern Rivers. The beautiful people that run it are all volunteers.

If you know a new mum that’s struggling or needs support, please share their page with them. It could be just the support they need at exactly the right moment. 🫶

Deanna from @tweedcoastliving shared her heartfelt story about the support she received from Support For New Mums when she needed it most.

Thank you @tweedcoastliving and @thenrcf for having us at your wonderful and inspiring event ✨🙌 by @abbywallace_writer

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7 months ago