Tag: copywriting

I recently wrote a video script produced for Australian online marketplace Gumtree, which aims to improve the user experience by encouraging trust and responsibility.

The campaign is called Keep Gumtree Real and features Jason Dundas, whose company Dundas Media helmed production.

The video was executed across social media and Gumtree-owned channels with the hope of recruiting new users and improving the behaviour of those who already engage with the site.


James Walmsley, senior marketing manager at Gumtree, said the campaign aims to bridge the gap between the on and offline worlds. He says, “As a result of being an online marketplace, on occasion people often think they can get away with behaving in a way that they normally wouldn’t in person.

“Keep Gumtree Real is about encouraging buyers and sellers to treat each other as they would in real life and to ensure their experience is as seamless as possible.”

Check out the video here.



As a copywriter, I get to work on some fun, surprising  – and sometimes educational – projects, and here are recent some highlights.

Ready to ditch that itch? I’ve collaborated with MamaMia to write a video for their brand partner MOOV on the ins and outs of the dreaded head lice. It’s time to remove that stigma and deal with itchy bitsy teeny weeny problem, head on.

Did you know 50% of Australians will be affected by head lice?

This video explains where these tiny critters live, how long they live for (any guesses?) and how they can be swiftly treated. Check it out here.

Need an events specialist? Head to Rizer, the world’s biggest boutique events agency. Based in Australia, the team at Rizer produce highly prestigious, inventive and iconic experiences with a cutting-edge, conceptual approach.

I’ve worked with the ace team to write the invitations for John Symonds’ lavish birthday bash in Monaco late last year, and I’ve helped them refresh their web copy, which you can take a look at here.

This month, I’ve also collaborated with Dundas Media to write a new series of five irreverent, educational videos for Gumtree about the types of behaviour many Aussies exhibit online. These videos aim to give people some reminders about treating people we interact with online the way we’d like to be treated in the real world.

Jason has been directing – and starring in – the videos over the last week in Sydney, and I’ll be able to share them with you over the next month. In the meantime, here’s a shot of Jason literally in the deep end, as he fronts one particularly fun scene.

Credit: Jason Dundas, Instagram @jasondundas

If you’d like to chat about my copywriting, digital copywriting and scriptwriting services, don’t be a stranger. Jump online (hang on, you’re already here!) and email me at hello@teaorcopy.com or buzz me on 0413 244 102.

Until next month…

Michael from Tea or Copy.

Here’s hoping 2018 has kicked off to an epic start for you.

It’s been a great year so far, and here’s a little of what I’ve been up to.

For starters, I’ve written a video script for Property Connect, a new Aussie company that helps everyone in the rental process (from renters to landlords and real estate agents) manage the painful and often complex process of finding or renting out a property.

We all know renting a property can be a total pain in the butt, but this ace solution puts the power in your hands.

Check out the video here.

I wrote another video for Westpac, whose new Xplor for Schools solution enables schools across Australia enjoy simpler reconciliation, less financial admin to deal with and a paperless office. It also allows parents to pay for their kids’ school fees on the app, instead of having to contend with those pesky invoices that always seem to get lost – or eaten by the family dog!

Check out the video here.

And if that ain’t enough, I’ve also worked with ValleyArm Digital to rewrite and refresh their website. ValleyArm connects creators, content owners and music labels to the world’s digital platforms.

For Digital Rights Management, ValleyArm has the smarts, strategies and expertise to seamlessly manage your digital content in every major territory. For Content Creators, they have the expertise to help you develop content and enable you to connect with networks and brands. As a certified YouTube MCN partner, they lead the way in sharing your content across worldwide digital distribution platforms. No matter what type of content you create, the ValleyArm team is passionate about helping you cultivate a meaningful revenue stream.

Check out the new-look ValleyArm website here.

If you need a video script, website copy, a blog – or even a sick note from your mum –  get in touch with me today!

Michael from Tea or Copy.



We’re hurtling faster towards 2018, and the final few months of the year have been pretty hectic. I’ve been doing lots of copywriting for some fantastic creative agencies, publications and digital learning providers.

You want some highlights? Sure thing.

I’ve written the “back of pack” copy in conjunction with Co-Partnership for A’tivo, a refreshing new Australian aperitif, which is now available in time for summer. If you want to know more about A’tivo, check out this article. 

I reviewed Kesha‘s cathartic record Rainbow for Women In Pop magazine, which is celebrating its 3rd issue. This excellent magazine is making big waves internationally, so make sure you pick up a copy. I’ve also written a 30 year retrospective review of Kylie Minogue‘s debut album….yikes, yes it’s been 30 years.  This record was pivotal in Kylie’s career, so how soes it stack up in 2017? Make sure you check out the magazine in your local newsagent or online for the answer to that, and check out the WIP website for all the latest in female-fronted muzak!

I’ve been writing loads of video scripts for Hustle in Sydney, and you’ll see some of those here in the next month or two.

I’ve continued copywriting for Workstar, the digital learning specialists. I’ve written the new eBook, which highlights the leearning trends for 2018? Ready to dive deep into microlearning, xAPI, gamification, AR & VR? Perhaps you need to check out the eBook, which you can download here. 

I’ve written a couple of new websites: one for Advantage, which is the world’s first bagless backpack vacuum cleaner, and one for EmmettGray, which is a mortgage broker and advisor based in Sydney. Again, I’ll be sharing these with you once they’re live, so stay tuned.

See, I told you it’s been a busy month in the world of Tea or Copy.

And remember, if you need any copywriting, copy editing, scriptwriting or even a sick note from your mum – get in touch!

Michael from Tea or Copy.

I recently worked with online educator The Left Bank to refresh their digital information pack.

The Left Bank delivers premium, nationally-accredited online digital marketing courses.

I worked with the awesome in-house marketing team to write new copy and source quotes from global thought leaders to inspire and engage the school’s future learners.

If you want to explore digital marketing, head to The Left Bank today and download the information pack.

Michael from Tea or Copy. 


An astonishing $US150 billion has been spent alone on employee learning in the United States in 2014, and that figure has increased every year since.

Globally, high-performing organisations understand that continuous learning and development is critical for their success.  ‘The Great Place To Work Guide to Greatness’, the annual report that analyses the FORTUNE 100 Best Companies to Work For, highlights the fact that the 100 best companies are committed to employee development as a strategic priority.

I’ve been continuing my work with Workstar, Australia’s most innovative learning consultancy, and if you’d like to discover more about L&D in the workplace and why it’s important to continue innovating, check out this blog I’ve written.

Michael from Tea or Copy.


I recently collaborated with Sydney-based building specialists Building Foundations to create the copy for their new website.

Building Foundations is one of Sydney’s most respected, versatile and creative builders of beautifully-designed, superior quality living spaces.

Specialising in residential and commercial custom building, renovations, extensions and modifications, the business is renowned for its uncompromising quality, attention-to-detail, and seamless execution.

Building Foundations not only build exceptional homes; they also build exceptional relationships.

Take a look at their incredible transformations and projects here:  http://www.buildingfoundations.com.au

Michael from Tea or Copy.

I recently worked with Messy Design studio in Sydney to write a new explainer video for Fluent Retail’s Flex Commerce Cloud, which enables a retail world without boundaries, allowing businesses to confidently integrate a suite of cloud-based solutions that improve the customer journey and provide unrivalled  intelligence.

Take a look.

Michael from Tea or Copy.

“The best brands are built on great stories.”
Ian Rowden, Chief Marketing Officer, Virgin Group

If you don’t have a story you are just another commodity. And one of the best ways to tell your story is through video.

Video content is often more powerful than text communications, simply because about 90% of the information our brains pick up is visual, and human beings process visuals 60,000 times faster than they can process text.

I recently worked with Baxter Studios to write a script for the Australian mining and minerals company Imatech, which is delivering smarter solutions to end global financial waste caused by abrasion and corrosion.

If you want to know about Imatech’s history, culture and achievements, take a look!

Michael from Tea or Copy.



Crowded House is truly one of the most revered acts in Australian music history.

To celebrate their iconic performance at the Sydney Opera House twenty years ago, the group performed 4 sold-out gigs at the same venue this week.

The band was also finally inducted into the ARIA Hall of Fame on November 23rd, and I wrote and produced the package that accompanied their induction.

Take a look!

Michael from Tea or Copy. 



We’d love to talk you through the way we will deliver your message crisply and concisely. We’ll bring the tea. And, of course, the copy.

Contact Michael at Tea Or Copy on 0413 244 102
Or email us at hello@teaorcopy.com


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