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Interview with Lisa Bell, Digital Entrepreneur


Meet Lisa Bell, digital entrepreneur, writer, Director at The Word Architect and founder of The Organic Shop, an online health shop providing a range of natural and cruelty-free products for men, women, children, babies, and even furry family members. She loves to talk about all things marketing, copywriting, digital marketing, and social media.

Describe yourself in three words.

Creative – Idea-Driven – Orderly

Tell us a bit about your first copywriting job.

I worked primarily online, writing short and long pieces for a bowl of rice (it paid that poorly!), but it taught me what type of writing I liked and did not want to do.  I also learnt to hone my writing skills in those early days.

What makes good copy?

Good copy must flow easily so the reader does not realise they are reading. They must feel like they are living the path of the words, almost like watching a movie or series. The basics of any good copy piece are a captivating intro, a meaty and page-turner middle ending with a closure piece, or, if it is a direct marketing style of copy, a call to action.

How does writing for a magazine differ from writing for a digital audience?

Magazine copy has been around for many, many years, much longer than a digital copy, and this is where we can wax lyrical, allow for more words to take our readers on a journey and tell our story without worrying about them getting bored.  Digital copy must be punchy and short, enticing the reader to do something.

How is AI changing the copywriting/content-creating industry?

AI should be seen as a supportive tool, not a replacement for the original copy. AI should be used to drive ideas and help when the writer hits a dead spot in their creative journey or project.  It can act as a right-hand man (or woman), a co-partner to fall back on when the creative juices are not flowing as they should.

Tell us about your journey with starting The Organic Shop.

The Organic Shop came along when my husband and I happened upon an organic product that needed a marketplace.  We decided to try it, building the brand and adding new products regularly as we came across them.  The Organic Shop is in a transition right now, where we are looking to take it from a mere drop-ship for smaller brands offering organic, natural or recycled and upcycled products to a go-to online shop for smaller spas, nail boutiques and gifting shops.

Describe the typical Organic Shop customer.

The Organic Shop customers are organically savvy, wanting to bring organic or natural products into their lives, families, and even furry friends.

Are South African consumers starting to change their purchasing behaviour to become more environmentally conscious?

For sure!  There is a huge push to do your part when it comes to sustainability and eco-friendly living.  Buying organic products is a step in the right direction.

How do you attract new users/customers in an increasingly competitive e-commerce market?

It is challenging, and the competition in this market is supersaturated.  We try to create original and authentic content, building relationships as we go and adding the personal touch.

The thing I love most about what I do is…

… creating, designing, inspiring and delivering, knowing that what we give is received with a smile.

Any advice for aspiring copywriters/digital marketers?

Believe that your ideas are original, and keep honing your skills. And, most importantly, READ, READ, READ!







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