2024 Year in Review: Highs, lows and everything in between

Hip Hip Hooray!

This is the last piece of work I have to deliver for the year. Not that I have to write an end of year summary, but I think taking time to reflect and take stock of the year just gone is helpful. It enables us to celebrate the things that should be celebrated, learn from the things that didn’t go well, and to help us work out what we’d like the coming year to hold.

Overall, 2024 seems to have flown by and I find it hard to believe that we’re nearly at the end.

But there were also parts of the year where time seemed to stand still, or at least move at a glacial pace.

It’s been a year of highs, heartbreaking lows and everything in between.

So here’s my 2024 Year in Review.

I finished with Jean Hailes

One of the biggest changes in my business this year was resigning from my part-time role with Jean Hailes for Women’s Health.

What began as freelance work back in 2020, turned into a 2-day a week role that lasted for 2.5 years.

While many other businesses have struggled this year, mine has continued to grow, for which I’m incredibly grateful. But this increased workload made it harder to juggle a part-time job and a full-time business.

For a while, I was working ridiculous hours (3.30-4.00am starts anyone?) and it felt like I needed to work almost every minute of the day to keep up. On the days I was employed, I’d work on my business for a few hours before my ‘work day’ commenced, and after 5pm, I’d work for another couple of hours. Weekends were also for work, rather than rest and play.

Needless to say, it was unsustainable and unenjoyable. So I left my part-time job in early October and now have a bit more room in my week to breathe.

My time at Jean Hailes was great and I’m thankful for the opportunity I had to do meaningful work while I was there. I’m particularly proud of the content on Persistent Pelvic Pain, Sex and Sexual Health, and Healthy Ageing.

But a much better work-life balance is now my goal!

Projects I’m proud of

Speaking of meaningful work, I’m very fortunate to have worked on some amazing projects this year – several of which I’m really proud of.

Therapeutic grief workshops

The Weaving Memories website was a labour of love.

The first was a website for a unique bereavement and grief support program called Weaving Memories. This project was very different to what I usually work on and required me to draw more upon my creative, nurturing side than usual. It was also special because I was able to draw upon my own grief experience of losing my best friend back in 2021 to write copy that would connect with others experiencing their own grief.

If you’re travelling on your own grief journey, I encourage you to check out Weaving Memories and see how this program can help you honour your loved one through the art of weaving.

I should also add that my colleague Elise Doyle from Elise Doyle Design did a beautiful job designing the actual website. It’s always so rewarding when great copy can be showcased with a wonderful design.

Liver health

This year I did two projects for LiverWELL. The first was to update their content on hepatitis B and hepatitis C. The second was to write a brand-new toolkit on Steatotic Liver Disease (previously known as fatty liver disease) – something that around one-third of Australians have.

Writing the content for this hub is one of the projects I’m most proud of in my career. Not only because this information will make a difference in health outcomes for many Australians, but because one of the clinical reviewers told me I had done “a marvellous job” writing about such a complex condition and that the content was “brilliant”. He also told me he was “gobsmacked that I had managed to write this content” without having any medical background (apart from Yr 12 Biology from 1987).

If you’re keen to take a look and see how you can keep your liver healthy check out the SLD toolkit.

Working on LiverWell’s SLD toolkit was a highlight this year

CPD articles

This year I have stepped into the CPD (continuing professional development) space and written a series of CPD articles for Australian Pharmacist. The first of these was published in June this year, and I even got a byline – something I don’t get many of these days! I’ve since written a few more and been commissioned for a couple of others for next year.

CoHD Standards

In February this year, the inaugural Australian National Standards of Care for Childhood-onset Heart Diseases (CoHD Standards) were published. I am incredibly proud to have played a small role in bringing these Standards to life through proofreading and editing the full Standards and helping develop the Consumer Summary of the CoHD Standards.

Other clients

Other organisations and projects I worked with this year include:

• Virtus Health (Melbourne IVF) – writing GP and consumer information on fertility and egg freezing
• Australian Pituitary Association – creating a series of 14 fact sheets for people with pituitary disease
• MOIRA – brand story and annual report
• DPV Health – a series of articles on women’s health

I also continued my long-standing relationships with Grief Australia (writing monthly articles about grief), and TerryWhite Chemmart (writing health content for consumers).

And of course, I’ve continued to work with plenty of health practitioners by writing their web copy or helping them comply with AHPRA advertising guidelines.

This year I wrote a series of CPD articles and the Australian CoHD Standards were launched

AHPRA work

AHPRA advertising compliance has formed a large part of my work this year, and the more I do, the more I see the importance of this work.

Health practitioners regulated by the Australian Health Practitioner Regulation Agency (AHPRA) have many things they need to do to run ethical, compliant practices. One of these involves adhering to the AHPRA advertising guidelines.

However, doing this can be difficult for practitioners when they are juggling so many things in their daily work. So I make their life easier by helping them understand what the advertising guidelines mean and how they can market their practices without worrying about being fined.

Ways I do this include:

• The Credible Compliant Copy Checklist – a guide to the AHPRA advertising guidelines (FREE to download)
• Speedy AHPRA Advertising Audit – checking health practitioner websites for non-compliant advertising and telling them exactly what they need to do to correct it
• AHPRA-compliant website packages – for health practitioners who want a Google-loving, patient-friendly, AHPRA-compliant website
• Various downloads, including the Words to be Wary of Checklist and Mastering Patient Testimonials Workbook (launched this year)
• Free articles and resources at The AHPRA Compliance Hub.

I also send out my “AHPRA Insights” quarterly newsletter to those on my mailing list, post tips and advice on my social media platforms and offer free and paid training for health practitioners. Online training I have delivered this year includes:

• Crafting Compliant Copy Workshop – for the public
• How to leverage your web presence with AHPRA-compliant copy – for Osteopathy Australia
• Level-up your LinkedIn without showing up on AHPRA’s radar – for Your OT Tutor Alliance

This week, I was interviewed on the Standout Medical Careers Podcast where I talked about the most common mistakes doctors make which can lead to non-compliant advertising.

As for next year, I have BIG things planned. Keep reading to find out what they are.

AHPRA advertising compliance formed a large part of my work this year

I re-learned SEO!

To ensure I continue to offer the best service and advice to my clients, I’m committed to keep learning and stay up-to-date. So this year, I re-enrolled in Kate Toon’s SEO Recipe for Success Course – and now I’m a double graduate!

I originally did this course back in 2018 but decided to do it again because SEO is always changing – it’s certainly changed a lot in the six years since I graduated. The good news is that since I’ve made a few tweaks to my own SEO, my traffic and rankings have continued to increase. So I’m confident, I can continue to help my clients win the SEO game too.

I ran a health writing workshop

In February I headed over to Adelaide to run a day-long workshop for SA Health on “Mastering the Art of Health Writing”. This workshop had it all including interactive exercises, a quiz and time for participants to edit their own writing in light of what they learned during the day. The content I covered included:

• the importance of consistency when writing health information
• why you need a Writing Guide
• planning and processes when creating content
• how to define and talk to your audience
• how to structure content
• writing for the web
• plain language
• the role of AI in writing health content.

(BTW – if you want to know what I think about AI in health writing you can read my blog).

The workshop went super well and I received very positive feedback.

And, as an added bonus, I was able to catch up with a couple of my other copywriter friends for dinner the night before.

If you’re keen for a similar session in 2025, send me a message.

I donated to charity

I don’t talk about supporting charity much, but it’s something that’s important to me, particularly when having a successful business enables me to give back to causes I believe in.

This year I donated to three charities.

Breast Cancer Network Australia (BCNA)

This was the last photo that was taken with my sister-in-law.

BCNA is Australia’s leading breast cancer consumer organisation that works to ensure that all Australians who are affected by breast cancer receive the very best care, treatment, and support.

This year, I raised $2,000 for BCNA’s Breast Cancer Month in honour of my beautiful sister-in-law, Deborah, who lost her battle with the disease in September. She was just 46 and left behind my brother, her two young boys and countless others who loved her beautiful, kind soul. She was first diagnosed with stage 4 when she was 37. Her loss has been devastating for our family. However, raising money helped me find meaning in the days following her death.

I raised funds by donating 5% of all client fees earned in October to BCNA. I also asked for general donations.

I’d like to extend a big thank you to all the clients who ensured their invoices were paid during October, so I could donate part of their fees. A total of $924 from client fees was donated.

Special thanks also to all the other donors who contributed the remaining $1,076.

Sam’s 1000

Sam’s 1000 is an initiative of Samuel Johnson from Love Your Sister to help fund Precision Medicine for all cancer patients.

Precision Medicine is medicine that looks at the genetics, environment, and lifestyle of a person, to choose the treatment that will best work for them. It’s treatment that will work the first time, every time.

I’m very proud that The Melbourne Health Writer is a Sam’s 1000 Welterweight Champion.

Learn more about Sam’s 1000.

Butterfly Foundation

The Butterfly Foundation is the national charity for people in Australia impacted by eating disorders and body dissatisfaction, and those who support them. Butterfly Foundation works to prevent eating disorders and body image issues and to ensure the best possible treatments and support is there for those affected.

I went to a Sleepover!

Sometimes running your own business can be a hard slog. Long days, competing deadlines and trying to balance it all with family commitments can be exhausting at times.

But I always like to have a fat, juicy carrot to look forward to. It might be a day off to blob and do nothing, a weekend away or even a business trip.

This year, Kate Toon’s Six Figure Sleepover on the Gold Coast was the big, juicy carrot that got me through busy weeks and a dreary Melbourne winter. It was held in August at the QT Resort (swish, I know!) so it was the perfect winter escape! I even took an extra few days off to relax and soak up some QLD winter sunshine before the Sleepover.

It was truly one of the highlights of my year. There were only 25 of us so it was really relaxed and intimate. The event kicked off with drinks in the hotel lobby, followed by dinner at a Mexican restaurant. After the program on Saturday, we celebrated with a pyjama party. Yes! – 25 of us all wearing pyjamas and matching slippers in a corner of the hotel lobby.

The event included fabulous speakers along with group sessions. But my favourite part was being able to connect with friends and fellow business owners and have real, genuine conversations about business, life and everything in between. And during my chill time, I made the most of our location and walked along the beach.

Honestly, it was the perfect blend of chill, relax and business and I’m already counting the days until the 2025 Sleepover! If you’re keen to come, here are the details.

Kate Toon’s Sleepover event was so good

I’m ADPIPing

If you’ve read Kate Toon’s “Six Figures While You Sleep” you’ll know what an ADPIP is – Automated Digital Passive Income Product. Basically, these are automated products that lead to more passive income (because no income is totally passive).

When Kate launched her Six Figures While You Sleep Program, I knew I had to join. I have already developed a few ADPIPs related to AHPRA compliance but there are other things I have wanted to develop for a while.

I’m currently halfway through the SFWYS Program and am busy beavering away on a brand new offering for 2025. If you want to know what it is, keep reading!

I took time out

It wasn’t all work and no play this year. I also enjoyed time away from work.

The year began with a two-week holiday to the Sunshine Coast in Queensland with the family to celebrate “Schoolies” (well, our version of it) after our youngest finished Year 12 last year. It was two weeks by the beach where we completely switched off, and I did no work at all.

Over the Easter break, we took our caravan to beautiful Beechworth in Victoria where we stayed for 10 days. We’ve been going there for almost 20 years with our kids, and even though they’re grown up, time out at Beechworth with us is still a highlight for them. Now, they sometimes bring their friends!

On the King’s Birthday weekend in June, my husband and I went away with friends to Halls Gap in Victoria and we enjoyed a lovely few days. While we were there, we visited Seppelt Great Western and did a tour of their underground cellar. It was fascinating.

Watching the footy and cheering for the Collingwood Magpies kept me occupied during the winter months. Unfortunately, not a great year after winning the Premiership last year, but their footy is still exciting to watch. Although some games are really just too close for my ageing heart!

This year my son began two part-time jobs while studying for his degree. One is working in fan engagement with the Western Bulldogs Football Club and the other is working as a mascot for Sherrin. If you went to any footy games in Melbourne this year and saw a giant red or yellow football walking around, chances are it was my son! It’s been interesting to have an insider’s view on the footy season and to watch him in action. His highlight was dressing up as Syd (the yellow football) and appearing in the AFL Grand Final Parade!

There were also lots of trips out for dinner, lunch or morning tea to celebrate various birthdays. A highlight was our family going out to a relatively new restaurant in Melbourne by up-and-coming chef, Morgan Hipworth, for a joint wedding anniversary/Father’s Day celebration.

I embraced ‘FRESH’

At the beginning of each year, I choose a word to focus on.

Last year I chose ‘LIVE’ and I made a promise that I would embrace all experiences offered to me, especially the ones I would normally say ‘no’ to. It was a commitment to do more of what I love, and things I’ve always wanted to do, but never found time for.

By embracing the ethos of ‘live’ I ended up having adventures I never thought I would.

This year, my word was ‘FRESH’.

After celebrating 10 years in business last year, I wanted to look at it with fresh eyes, breathe new life into it, and do different things so it doesn’t get stale or boring. I took good stock of my business, looked at what has been working well, things I’d like to do less of and things I’d like to do more of. I’m pleased to say that next year, I will be launching something very exciting that will definitely breathe fresh air into my business.

One of my goals was to fill my year with fresh air and fresh food. I’ve kept up with my (mostly) daily walks, even if my gorgeous rescue dog, Skittles can’t come every day due to her getting older. I’ve also focused on including more fresh food in my diet and cutting back on processed food. As a result, all my blood work in my annual tests revealed improved health markers in every area!

I’ve already begun thinking of my word for next year. I know what I want my year to look and feel like, so it’s a matter of coming up with the right word to encompass all of that.

Looking forward

This year has been quite successful financially, particularly in light of many businesses struggling to keep their doors open.

I don’t take this for granted but I also don’t make light of it. I’m coming up to 12 years in business next March and over the years I have worked very hard to build my skills, knowledge and reputation. I’ve also developed good relationships with past and current clients who continue to provide me with referrals. So I know that my success isn’t by accident.

Looking towards 2025, I want to continue that success. Obviously, I have financial targets I’d like to meet but more importantly, I’d like to continue working on interesting projects with clients I enjoy working with.

The big news is that in February 2025 I will launch something I’ve been thinking about for a while – a course on AHPRA advertising guidelines!

It will be a six-week course that will clearly explain what the AHPRA advertising guidelines mean when advertising a regulated health practice, and how to create interesting and exciting content while remaining compliant.

You can learn more and join the waitlist here.

Final thanks!

For now though, it’s almost time for me to sign off for 2024.

I want to express my heartfelt gratitude to everyone who collaborated with me this year, and a special thank you to those who shared amazing testimonials. Positive feedback and referrals are the backbone of many businesses, mine included.

Of course, a big thank you goes out to my fellow copywriting colleagues and other business owners, who have been a tremendous source of strength and inspiration throughout the year, and have provided advice and support along the way.

Last, but certainly not least, thank you to my family. Everything I do is for you and I am truly grateful that you’re in my corner

Wishing you all a very happy and safe holiday season. May it be a joyous and restful time, allowing you to reflect on the past year and recharge for 2025.

Looking forward to seeing you next year!

Cheers
Nerissa