Hello Siobhan,

The person I’d love to make an introduction to is me!

And before you get to upset or angry with me, I want to illustrate a founding principle of copywriting from one of the grandfathers, Elias St. Elmo Lewis.

St. Elmo Lewis was born in the 1870s and was an advocate for the positives for brands advertising to the general population.

Because of his contribution to the industry, after his death he was inducted to the Advertising Hall of Fame.

Many would argue it was based solely on his “A.I.D.A” copywriting model.

“A.I.D.A” or Attention, Interest, Desire and Action describes how most people make “buying” decisions (not to be confused with “purchasing”, which is a derivative).

Most good copy (written or otherwise) has these elements:

  1. Bait;
  2. A story;
  3. An offer; and
  4. An ask.
  • The bait (in this case: “the uncanniest coincidence”) is intended to get attention.
  • The story (in this case: “I came across your Careers page”) is intended to create interest.
  • The offer (in this case: an introduction) is intended to create desire.
  • The ask (in this case: the email link) is intended to create action.

You’re own this page because of the power of the “A.I.D.A” framework!

And it was that framework, albeit a below-the-line marketing strategy, that hopefully affords me enough time to build my personal “brand” with you via an above-the-line marketing strategy for you to then take (another below-the-line marketing) action and contact me to talk about joining the Stake team!

As the old sales saying goes:

“Buying doesn’t happen from the product you sell, but from the story you tell.”

*Now for nuance: technically (to my mind), below-the-line marketing/brand isn’t built through copywriting alone.

It is copywriting that makes a subtle (or obvious) promise (or multiple promises) and the product delivers that promise that builds the brand.

In other words, below-the-line marketing PLUS the product that creates the real-time, sum-total experience, perception and related story that all prospects and customers have about Stake.

So how can I help Stake get to that point where it’s a positive experience, perception and related story?

In the mid-1990s I was taught HTML by a colleague of one of my uncles.

I went into their Adelaide city office every day for a week to learn and practice in my school holidays.

In 1997 I penned my first word of copy on the internet it was for my father’s company website, Slezak Associates.

I proceeded to code an e-commerce site for another uncles bookstore and a music fan site for myself.

Writing the words was the easy part – coding the html was much more difficult.

From there, over the next 24 years, I also created:

  1. The world’s first Petrol Price Predictor™;
  2. Capture Covid Contact™ (I created and launched Adelaide first and only contactless solution for businesses to meet this compliance without the use of pen and paper, called Capture COVID Contact™) 7 months before SA Health legislated me out of the market;
  3. An adhesive, non-permanent skate crashmat;
  4. Lots of firsts on Google Assistant such as daily voice surf reports and UV Indexes;
  5. NFT Attendee™: The world’s first & only NFT ownership verifier for exclusive in-person event;
  6. And so on.

From building these and dozens-and-dozens more, what I know is that the first version of anything is never perfect and always needs to improve.

For example, Petrol Price Predictor™ started as an Android mobile app, then moved to a Google Voice Assistant, then to a web app and now to an email notification system!

Not only did I create them, I also push those innovations to market myself through day-to-day communications activities.

But it’s just not solo, either…

Throughout my career I have been able to take client briefs, drive the creative agendas, define who organizations are (I had to do this as the first employee of New Venture Institute for example) and get hundreds of media mentions and hundreds-of-thousands of dollars of free publicity.

This includes concept development and execution around the first university to accept Bitcoin as payment for a course in 2014 and I was the mastermind for an attempt at the Guinness world record for the biggest networking event in 2016 – pretty standout if you ask me but also made a traditional brand more “exciting” from a consumer perspective.

Creating compelling communication to build brand and attract new customers is not foreign to me: I have published hundreds of hours of video content, 125+ podcast episodes and almost half a million words across many of the digital and customer channels platforms I own or control.

These equate to more than 25,000+ users/fans/followers/subscribers/etc – which is more than Stakes Twitter, Facebook and Instagram followings combined, not to brag, of course.

And I have plenty of experience outlined on my resume with Aussie startups and working in dynamic teams in those environments.

Currently find myself lecturing at Flinders University for a topic called INNO1001 (“Innovative and Creative Thinking: Recognising Opportunities”) – a 12-week crash course that centres around developing and share ideas effectively.

What is apparent from all this time is that brand tone of voice starts with who you want to be.

However, it also needs to consider some common principles:

  1. Easy and quick to consume;
  2. Change a prospects mood, not their minds
  3. A confused prospect never buys;
  4. Facts tell, but stories sell;
  5. It’s the story you tell not the product you sell; and
  6. Simplify ideas so a child can understand.

This letter has been a demonstration of “my” personal brand voice, but may not reflect yours.

But that is not an issue: I understand the Stake product well, as I am already a user – for a decade I have wanted to own US tech stocks, but it’s always been hard to do so, despite me being an American citizen.

As soon as Wall Street “crashed” at the start of the COVID-19 pandemic, I bought.

I already have a lot of knowledge of the markets and investing – I have been investing for 20+ years including a purchase of Bitcoin in 2014 as well as ETFs, property, alternative investments such as sports cards and skates and many more.

And because I loved the Stake product so much, as when Stake opened its ASX investing an early access waitlist I took the initiative to promote Stake for free before applying for a role here and now, and by doing so I referred 7 people from my own network (I am currently at position 1,472 on the waitlist).

I sold those 7 people on the opportunity with written copy alone (screenshots upon request), meaning I have already proven I can sell Stake through written copy unpaid.

Now to circle back to “A.I.D.A.” and my ask of you: let’s talk more – Orren Prunckun Resume