You've probably encountered her eloquent texts at least once in your life – while she invites you to the journey of a lifetime from the pages of your favorite travel agency or tries to convince you to buy a piece of clothing made from Indian hemp by a new fashion brand. She is a copywriter and content creator with occasional forays into SEO marketing and social networking.
You came to the Entrepreneurial Incubator about 3 years ago, presenting Word Nerd as "a promising story." Do you think you've achieved what you envisioned over the past 3 years? Has copywriting satisfied your passion for writing?
"Besides still hoping to write a book someday, the answer is yes! Copywriting is an incredibly exciting and creative job that I look forward to every day. In Australia, I completed a three-year International Study of History and Public Relations, to which I added another 2 years of communication studies in Croatia. All those books I've read and my later work in the library in Adelaide led me to one goal – writing. Before starting my own business, I worked in the fashion industry and learned a lot about marketing. The most important thing I learned was to understand the desires and habits of customers and grasp the essence of marketing. Copywriting encompasses all of that. It's a blend of creativity, authenticity, and the ability to delve deep into the psychology of the customer. Of course, the beginnings were rough, as they are for everyone. A constant struggle for clients. Now it's easier; I've built a certain reputation in business circles, and jobs come to me," Perinić happily reveals.
So, does that mean that Artificial Intelligence can't threaten copywriting? All the research shows that it will replace your industry and similar ones.
"Never!" – she emphatically shakes her head. "There's no fear of AI. I firmly believe that no AI can write a text like a talented writer, a creative who knows how to connect with a target audience or consumer. I sometimes use Chat GPT myself, but mostly just to see where I stand. What comes out of my head – that's what counts!"
I agree with you! I love the introductory text you wrote for a travel agency's website. It starts with: "So, you've been bitten by a travel bug"? AI would probably never come up with that...
A copywriter must know what they're writing about and who they're writing to. The AI's lack is that it doesn't know the audience it's addressing; it lacks that "human aspect." The essence of copywriting is hitting a person's core, making them feel that you're on their side, that the product or service is designed just for them and their needs. The copywriter's task is to entice the person to do what you want.
Is that what makes Word Nerd so special?
Copywriting is something you learn, refine... and you get better at it over time. I've learned the most from people who have been in the business for a long time and were willing to teach me. I've read a lot of books in my life; the words were there, inside me, but I didn't know how to direct them outward. And to whom! A good mentor, the right workshops, and professional courses will bring out the best in you. That's my recommendation for anyone entering this profession. However, being a native speaker gives me a slight advantage. I mostly work with foreign companies, and my real competition is outside Croatia. Moreover, today, the whole world is one big marketplace, and more is being sold than ever before. Still, it's noticeable that this sector is currently going through a small crisis. Big tech companies in the USA are restructuring, Pinterest and Spotify have laid off hundreds of workers, mostly content writers, and of course, there is a real "crowd" of various writers on the market."
The Incubator is crowded too! You're not the only digital agency for marketing services. And specifically copywriting...
"Yes," she laughs. That's right. My colleague Selma Čmelik (@selma_sele_) does an excellent job with her Zone Plus (@zonaplus_agency). But we are anything but competitors. On the contrary, we learn a lot from each other, and having coffee with her is always an opportunity to discuss the latest trends in business. Actually, networking is the biggest benefit of the Incubator. From my office, I have a great view of the lounge area, and at any moment, I can see who's "lonely" and waiting for a chat. Everyone here is good at something and willing to help each other. I share clients with Selma, HIA (@hobbyiadore) did the web design for my website and the agency Adriatic Luxury Villas (@adriaticluxuryvillas), located one floor below, hired me for copywriting. We're all friends, and we help each other."
Which project was the most challenging for you? Or is discretion a "must-have" in your line of work?
"My clients are mostly from the world of fashion, travel, and tourism. A particular challenge was creating web content for a chain of luxury gyms in Saudi Arabia. Their Luxury Fitness & Gym is actually a place where incredibly wealthy people come to exercise to meet other incredibly wealthy people. And most importantly – to do business with them. So, this fitness center even has a co-working zone because the whole concept is networking. So, their story had to be truly 'their special story.' I came up with the following tagline for them: 'Elevate your well-being while standing side by side with those driven to rise higher in life!' And if you want a familiar face, I recently collaborated with the Zadar-based singer Mateja Miočić, who operates under the artistic name @Myousiq. She recently released her debut single 'Buka mojih misli' (The Noise of My Thoughts). Before her performance at the Šibenik Chanson, she entrusted me with the management of her Instagram profile."
Few words about how you went from "Down under" to "Up where you belong"?
"Living in Croatia is a blessing! This 'time' I have in Croatia for family, children, parents, and all the other little pleasures is priceless. In Australia, you're a slave to work from morning to night; you don't see friends and family for weeks or months. 'Let's have coffee' doesn't exist there. Since my parents are from Zadar, returning was only a matter of time. We came every summer, and I always dreamed of coming back. Then, 14 years ago, I bought a one-way ticket, and I've never regretted it."
And entrepreneurship in Croatia?
"True, some things are easier in Australia, but opening a business in Croatia is really not a drama. I recently expanded my business and hired another full-time employee. Now I'm passing on my knowledge to my colleague Silvija Peras (@perassilvija). In any job, including this one, you just need to be diligent and persistent! And read a lot, read a lot. Because reading is the foundation of everything! And as for writing, writing is learned! And copywriting is learned! To start, work on your own website or create some content for your best friend's website. Then analyze the content of already established pages of a well-known brand. Look for mistakes and reorganize the content in your own way. Make it even better! If you're building and growing, your business will grow too."