Events & News

Eira makes Copywriting Heroes of us at Laneway Learning!

June 25th, 2019 — Social Events

On weekday evenings in cafes, bars and other spaces around Melbourne, Laneway Learning bring people together through cheap, fun classes in anything and everything. With classes ranging from DIY Organic Skincare Products and South Indian Classical Dance, to Investing For Everybody and How to “Wrestle A Pig”: Better Arguments with Unreasonable People – the team at Laneway Learning challenge you to name a class that doesn’t exist, or better yet, to teach one!

For our June social, City Precinct members were fortunate to have Maria Yebra welcome us into the Laneway Learning HQ at the Nicholas Building for a copywriting workshop with Eira Joy Aringay.

Following a decade working in the commercial media and marketing industries, Eira left the corporate sector to focus on creating meaningful content across various platforms; writing music, articles, books and developing lessons and strategies to help educate people in her community.

As we indulged in fried haloumi, creole smoked salmon, eggplant levant and other delights from Pole Pole, Eira helped us clarify our vision and mission statements, prompting us to re-connect with the following questions that lay at the core of each of our businesses –

What is your business?
Who is your ideal client?
How do you serve these people?
Why do you serve them?

We learnt about the importance of tone to describe the character of our business (What does your business sound like?) and the importance of writing hero copy with longevity in mind whilst remaining open to evolve.

Eira reminded us to harness our Unique Selling Proposition, and furthermore, to be empowered by this. For after all, what sets us all apart, is the way we run our businesses.

The workshop was extremely engaging, highlighting the importance of copywriting in day to day business, providing those in attendance not only with a new set of tools for writing, but a wonderful opportunity to re-connect with what their business is all about.

We thank Maria for providing us with the opportunity to experience an evening at Laneway Learning, Eira for sharing her expertise, Dean from Pole Pole for feeding us and of course, all of those who joined us!

We hope you can join us at our next event on Wednesday 10th of July for an evening of play at Hearns Hobbies.

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