Claire Mueller
creative, strategy & content for innovative start-ups & evolving brands

copywriting

I help brands develop and deliver cohesive messages

defining tone of voice and writing copy for digital product / websites / marketing communications / social media

Need purposeful website content, a friendly customer service email, a sharp opening for your pitch deck, the right 15 characters for the button on your app, a press release, newsletter, strapline or just a really good Instagram Story? Let’s talk.

 

copywriting samples

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copywriting samples /

  • The journey of Piñatex® began while Carmen Hijosa, a leathergoods expert, was consulting on the Philippines leather export industry in the 1990s. Shocked at the environmental impact of mass leather production and chemical tanning she realised this could not continue, but knew that PVC alternatives were not the solution. She was driven to research a sustainable alternative.

    Inspired by the abundance of natural resources, including the use of plant fibres in traditional weaving such as the delicate Barong Tagalog garments, Carmen sought to create a new, non-woven textile that could be commercially produced, provide positive social and economic impact and maintain a low environmental footprint throughout its life cycle.

    www.ananas-anam.com

  • Where some see rubbish, we see potential...

    The average pineapple has 30-40 leaves, approximately a metre long, generally left to rot or burned after the pineapple harvest.

    We thought that was a waste.

    Piñatex®️. Made from waste. 🙌🏻💚🍍

    www.instagram.com/pinatex

  • (a brand of posh cooler bags)

    For your lobster, not your bait.

  • (displayed in a Property Profile Report)

    Keep track of this property

    • evaluate & compare properties

    • personalised market insights

    • track real-time updates

    Get it free on Apple/Android

    LandingPad

  • Food insecurity is a real problem in the UK, with the UN reporting that it impacts over 8.4 million people a year. This isn’t ok - so we’re partnered with food bank charity UKHARVEST to provide a meal for someone in desperate need for every ticket sold through FeedUp.co.uk.

    We call it #plateforaplate, and as a start are working towards providing 1 million meals, which we think makes everything our community does even more worthwhile. We’d love your help to get there.

    www.wefifo.com/feedup

  • Dr Kevin Franklin of leading global sustainability solutions provider Elevate joined @legacysummit to deliver an uncomfortable truth - fashion businesses cannot rely solely on audits to ensure factory compliance with ethical standards, and the pressure to deliver ever-faster and ever-cheaper does little to disincentivise unethical practice.

    “Margin pressures drive more, and new, unethical practices. We need to utilises tools and techniques that go beyond audit to build trust, motivate and empower factories to take responsibility, not just respond to pressure from the top down.”

    Dr Franklin shared invaluable insights, detailing unethical profit-seeking techniques to look out for and data that demonstrated factories with more ethical practices had better business outcomes.

    A highlight? Factories where workers subjectively (and anonymously) reported that their supervisors yell and communicate poorly had far worse productivity than factories where supervisors and workers had a respectful relationship; a win-win that’s hard to argue with.

    We know the fashion industry still has a long way to go with supply chain transparency, and this week encourage everyone to join @fash_rev in asking the brands you love #whomademyclothes?

    For extensive information and resources visit www.fashionrevolution.org

  • Subject: Towels are here! And they’re really (like, GOTS-certified) good

    Pre-header: That’s Global Organic Textile Standards, not Game of Thrones btw

    Wrap up in luxe organic cotton. Soft, light, quick-drying, and free from hazardous chemicals, because why would you want anything else against your skin?

    Did you know? All of our all-cotton towels are 100% organic (as certified by Global Organic Textile Standards). And cute (as certified by us).

    New organic cotton bed linen. Organic and Fair Trade Certified™ too, because we care about good design process, not just good design.

    www.westelm.com.au

  • BLOG TITLE: Three easy cleaning hacks busy parents need to know

    SUBHEADING: Spend more time with your kids and less time cleaning up after them with these simple but brilliant household tips.

    1. Pick up broken glass with a slice of bread.

    Accidents happen – especially with kids around, but picking up tiny shards of broken glass with your thumb and finger takes forever. Do yourself a favour next time. Go in to the kitchen, grab a slice of bread and use it to dab up broken glass. You’re welcome (just make sure to dispose of it safely immediately afterwards)!

    2. Baking soda and vinegar does it all – naturally!

    Cleaning without harsh chemicals is an important consideration for many families, and while there are many natural cleaning products available don’t underestimate the power of this retro life-hack that does it all. From unblocking a drain to degreasing the oven, just combine baking soda, boiling water and vinegar in a 2:4:1 ratio for a quick, cheap, chemical-free cleaning solution.

    3. The pros do it better.

    Getting a professional cleaning service in for a weekly or fortnightly clean means you don’t have to worry about the everyday buildup of dust and dirt, and can just concentrate on that mashed avocado that somehow ended up on the wall.

    Find a regular cleaner in your area on Airtasker.

  • Five Reasons Running is a Good Choice for Life

    1. Running greatly improves cardio-respiratory fitness.

    Breaking it down to absolute basics, your body ticks over by air and food going in, then blood moving it all around. The importance of the efficiency of your circulatory and respiratory systems for health cannot be underestimated — they deliver the things your cells need to function, and take away things that would otherwise cause harm. The better this works, the better you feel. Running stresses this system, as more muscles ask for more energy to go faster or further, and over time your body adapts to accommodate this. Your heart actually grows (it’s called hypertrophy), so it pumps a greater volume of blood with every beat, resulting in a lower resting heart rate. Your functional lung capacity increases. You develop more red blood cells and more vessels to better carry oxygen around. These are all really good things. Bottom line? You’ll go less red when you have to hoof it across the city to make that meeting on time, won’t crack a sweat when you take the stairs and feel less flustered rushing for the tram/train/bus — because let’s face it: so much cooler to glide on with a hair flick and a knowing I-just-did-that-to-get-a-sprint-in smile than coloured burgundy and coughing up a lung.

    2. It builds functional muscle.

    Functional as in, useful for life. Health professionals refer to a patients ability to perform ‘activities of daily living’ as a marker for how well (or not) someone can physically manage the demands of everyday. You might scoff because really, how hard is doing life? But break a leg or give yourself a room-spinning hangover and things suddenly aren’t so great. Muscle atrophy (the wasting away of muscle tissue — not in a fashion week diet way), poor neuromuscular control (your brain/body connection literally dropping the ball) and inefficient circulation (blood delivery not meeting KPIs) can result in similar incapacitation, with long haul effects. If you find yourself out of action your friendly health professional won’t be looking out for how many chin ups you can do, or how heavy you can clean-and-press. The big ones, physically, are all to do with lower limb strength, balance and cardiovascular fitness. Just sayin’- running helps all of these, and will seriously help set you up for later life.

    3. Running gives you headspace.

    There’s no denying the power of a meditative state — but not everyone has the time or capacity to achieve it by sitting still. It might sounds counter intuitive, but running will get you there too. The repetitive motion, the focus on breathing, the intense physicality that can either draw your mind from a tangle of thoughts and emotions to focus purely on the task at hand, or give you the freedom to mentally wander. Call it the runner’s high or put it down to diverting blood away from your head while you’re giving it legs…but it’s really a thing, and it’s amazing.

    4. There are infinite variations.

    You could run from your front door every day for the rest of your life and never do the same run twice. To be honest you probably won’t, but you COULD. Mix up the route, the distance, the tempo, the time, the music you’re listening to, the shoes you’re wearing, the volume of New Zealand Pinot you drank last night, the amount of stress in your life, the weather…if it’s boring, you’re doing it wrong. You’re not going to love it the same every time, but if you have a crap one, guess what? You can do a totally different run tomorrow.

    5. You can take it with you wherever you go.

    Work trip? Holiday? Move across the city/country/world? It’s still accessible, and as a bonus is a really nice way to explore a new place. You’ll never be able to take your gym with you in the same way, but it’s a cruel truth that your fitness level will decrease in far less time than it takes to build it up — so use it or lose it, wherever you are.

    Get up, lace up, get out there.

    instagram.com/run_your_style

  • It may be instant style but this is not fast fashion.

    Consciously designed and manufactured, The Design Republik’s garments are built to last, destined to become old favourites. Clean silhouettes and dedicated craftsmanship are the guiding principles of the brand, who use high end fabrications including Australian Merino wool, Japanese denim and fair trade organic cotton to create pieces you’ll want to wear over and over.

  • Asset: Did you know you could get paid to remove a spider?

    Caption: Brave in the face of danger? We’ve had Taskers earn £ by removing spiders…you never know what you’ll find next on #Airtasker! (Psst - if you’re less brave you can get £35 credit to outsource it at airtasker.co.uk/launch now)

  • Subject: You’ll notice something new next app update - TheOneSpot is changing its name

    Body: Hi,

    You’ve used TheOneSpot app at some point along your house hunting journey, so we’re getting in touch to let you know about an upcoming change - we’re changing our name!

    TheOneSpot has been around for about two years, and in that time we’ve evolved a lot.

    The earliest version was on the web, starting out with just the Shortlist, the first Affordability Calculator and the Buyer’s Guide. Since then we’ve channeled it all into the app - because house hunting can happen anytime, anywhere - adding features including Price Estimates, Comparable Sales, Checklists, the Insights Feed and a connection to resources to be part of your buying Team.

    A lot of you have found these helpful - we’ve had over 30,000 buyers sign up to use the app. Thanks for the support and feedback along the way!

    As the app has grown up we realised it’s about more than just bringing tools into one spot. Our mission is to guide you through the homebuying process, so you can land your ideal property with confidence.

    So, we’re pleased to introduce LandingPad - the app to guide you home.

    You’ll see the new name on your next app update, but you don’t have to do anything. All your properties will still be saved in your account, so you can keep researching and evaluating to work out which is the right one for you.

    We look forward to sharing the new brand with you soon.

    If you have any questions or feedback please don’t hesitate to reach out, you can just reply to this email.

    Til next time,

    The team at TheOneSpot (soon to be LandingPad)

  • Subject: A seamless buying process? It’s easy in the app

    Body: (Heading) Easily get reports, conveyancing and make a digital offer.

    When you’ve narrowed down the choices and found the property that might be *the one* there are a few important steps to take before it’s yours, and you’ll need a team to help.

    To make this process as seamless as possible we’ve partnered with some of Australia’s leading service providers for buyers, so you can get everything done in just a few clicks.

    (Subheading) Book a Building & Pest Inspection or a Strata Report with Before You Bid

    One of the most important, but often overlooked, steps in the due diligence of buying property is getting professional, independent reports so you can make informed decisions. Before You Bid makes getting these reports easier and cheaper with a shared-cost model that splits the cost of reports between all potential buyers.

    (Subheading) Get a free contract review with Settle Easy

    When it comes to signing contracts and settling on properties we’ve partnered with Settle Easy, Australia’s best online conveyancers, to provide reliable, secure, fast and hassle-free conveyancing services. Before you sign a contract get it reviewed free by one of their experts. Settle Easy also offers LandingPad users a 20% discount on the legal components you need to settle your new property.

    You can access all these services easily through the app - just go to the Teams tab.

    (Button) Connect with my buying team

    (Subheading) Make a digital offer with PROPPS

    When you’ve done all your due diligence, had the contract reviewed and are ready to make an offer, make it digital with PROPPS. For any property for sale by private treaty you can easily make a non-binding offer through the app - you’ll see the ‘Make an offer’ button under any eligible property you’ve shortlisted.

    Think of these partners as your personal buying team, here to help you land that property.

    From the team at LandingPad and our partners Before You Bid, Settle Easy and PROPPS