Choose your words (and copywriter) wisely.

Make your brand story sing across every touch point, motivating minds, stirring souls, winning hearts and selling without looking like you’re selling at all.

Let’s talk about your story. Drop your details and we’ll get back to you asap. If not sooner.

 
 

Copywriting

Words that build and inspire a legion of loyal customers, employees and partners.

 

Messaging

Words and a blueprint methodology that get to the irresistible truth behind your brand.

 

Branding

Words that define your voice and change how people think and feel about your brand.

 
 

Who are we? We’re freelance copywriters.

And message designers. And creative directors. And brand storytellers. And fundraisers. And award winners. And nice guys to boot. And we do our thing for clients big and small, across the marketing mix, and throughout the South West, Perth, WA, Australia and beyond.

 
 

What have our copywriters been up to?

Copywriting portfolio and blog
Foraging for the good stuff that converts
Foraging for the good stuff that converts

“The copy & SEO work was so fantastic that it helped us land a really good price for our web development. Jo's effective process meant she completely understood our brand, our customers and the message we were wanting to share with the world.” – Lou Corteen, Urban Forager Founder & Director

Getting deep into Australia’s South West’s new brand voice.
Getting deep into Australia’s South West’s new brand voice.

Focusing on six experience content pillars, our copywriters took a deep dive to find the right words for this dreamy region abundant in wild nature, ancient culture, indulgence, adventure, exceptional produce and simple joys.

The NeverEnding story that’s enchanted foodies and our copywriters.
The NeverEnding story that’s enchanted foodies and our copywriters.

NeverEnding Experiences is that rare dream of a copywriting gig. Food, hospitality, tourism and event marketing all rolled into one beautifully crafted new passion brand with an enchanting story. No, not the one with Falkor the Luck Dragon. NeverEnding’s story was inspired by its founder’s most cherished memories of holiday family gatherings.

Diving deep to find the shiny and curious things for home page content.
Diving deep to find the shiny and curious things for home page content.

If you want to hold the shortest of attention spans, you have to dive deep for pearls – otherwise, your audience will just keep swimming. Find out how our copywriters went to great depths with Deep Sea Creative to create their website home page content.

Introducing CaboodleGPT: Use our new AI to ‘polish’ your ChatGPT content.
Introducing CaboodleGPT: Use our new AI to ‘polish’ your ChatGPT content.

“Hi. Can you give me a quote to edit our ChatGPT copy? It won’t take you long. It just needs a quick polish. Thanks.” We’re getting more of these sorts of enquiries. Simple enough? Maybe not. Let’s run this enquiry through our new CaboodleGPT AI, which applies a level of empathy and nuance to briefs and copywriting that ChatGPT can’t quite manage.

Helping WA find the force: Interviewing Yoda and more.
Helping WA find the force: Interviewing Yoda and more.

Our friends at FutureNow and Tourism WA handed us a brief we were made for – conducting one-on-one interviews with the cream of the tourism, hospitality and events crop to create a suite of authentic occupational case studies.

Messaging, website content and packaging copy that made our client do a hempy dance.
Messaging, website content and packaging copy that made our client do a hempy dance.

‘Why are you called Caboodle?’ people ask us. Because our copywriters do the whole creative kit and copywriting caboodle. Brand and product naming. Messaging and taglines. Marketing copy. Website content. The works. And every now and then we get to work on the whole shebang, like we did for Hemponics.

Bringing authenticity to user-centred career guides.
Bringing authenticity to user-centred career guides.

Creating case studies that give a true-to-life representation of real-world careers, we interviewed more of Western Australia’s brightest guiding lights in media and publishing; print and graphic arts; visual art and design; performing arts; screen; digital technology; galleries, museums and libraries; sports, fitness and recreation; and racing and equine.

2023 has been a year full of pinch-me moments.
2023 has been a year full of pinch-me moments.

Notes from our 2023 ‘Walking On A Dream’ email marketing journey with Tourism Western Australia.

Donating our time and words to the TLR Foundation’s cause.
Donating our time and words to the TLR Foundation’s cause.

Every now and then, our freelance copywriters are able to carve out some time to do a little pro bono work. It feels good to use our skills to do some good in the world. And that’s why we were more than happy to help when Neil Pennock from the TLR Foundation approached us.

Changing perceptions and futures, one word (and tasty morsel) at a time.
Changing perceptions and futures, one word (and tasty morsel) at a time.

Our copywriters love their food. We also love working with clients who do good. So, when we were approached by the lovely people at Gather Foods – Perth’s leading Aboriginal-owned food company – we couldn’t wait to get our teeth into the job.

The countdown to State of Social ’23 is on. And we love every minute.
The countdown to State of Social ’23 is on. And we love every minute.

As freelance copywriters, we’re pretty jammy. We get to work with some great people on wonderful brands that genuinely have something special to say and want to say it in an equally special way. Like the prolific Meg Coffey and the wonderful State of Social.

 
 
 

Some of the nice things our clients say about us.

Testimonials for our freelance copywriters | Caboodle
" The copy & SEO work was so fantastic that it helped us land a really good price for our web development."

Lou Corteen, Founder and Director of Urban Forager, Perth

"Working with Jo over the last year and a half has been a dream. She understands our brand language and is able to take on our briefs and turn that into copy that engages readers and drives sales."

Emily Mboya, Marketing and Partnerships Coordinator and Founder of NeverEnding Experiences, Adelaide

"Paul's work has taken our non-profit to the next level with a new style and messaging, giving us an upbeat personality which will resonate with a much wider audience."

Neil Pennock, Founder, The TLR Foundation

“Paul and Jo are beyond amazing. I'm so happy to have them as my creative team. In a world where everyone is drowning in content overload, they deliver the type of copywriting that stands out.”

Susan The, Marketing Manager, Backsafe Australia

"Paul blew us away. He captured the spirit of who we are with web copy that maintains our charity's emotional inspiration. He also developed perfect vision, purpose and value statements."

Gloria Vincent, The TLR Foundation

“Jo is just like an extension of our team. She adapts to how we like to work and turns quality work around super-fast. It gives our team such peace of mind to have someone like that to support us.”

Renee Newton - Provider Marketing Manager

"We knew our Caboodle journey would be amazing and have been delighted. Paul's down to earth, direct approach coupled with his creative genius has impacted our business growth immensely."

Clair Lockwood, Focus Accountants (WA)

"I always come back to Paul. He just gets it! Nothing is complicated or too hard. He makes it easy, cost effective yet delivers such quality work."

Aimee Francis, one of Perth’s most trusted brand, marketing and digital consultants.

"Paul from Caboodle has been our go-to copywriter for years. His ability to work across any industry and consistently deliver insightful, high-quality work is next level."

David Metcalf, Distl

"Caboodle is incredible. I'm not capable of the words to explain how valuable Paul is to me. Perhaps that's why I have Paul. I wouldn't be able to tell the stories I do without Caboodle."

Meg Coffey, SMPerth and State of Social

 
 

Hit us up for a no-obligation chat or quote.

Want to learn more about what we do and how we do it? Need a quote? Want to talk ballparks before you commit? Don’t be shy. Our copywriters are tame, house-trained and don’t bite. Much.