About Us
Sheer was launched by Anne Farrell in 2006 after two decades spent working in a variety of positions within the health care and financial services industries, in private and public sector roles. Her abiding interest throughout was to write and construct documents that conveyed information in a clear and interesting way.
Anne’s qualifications include a Master of Arts in Professional Communication (majoring in Professional Writing) and she has completed many copywriting study courses over the years. She also holds a Bachelor of Health Administration and has completed several units of a Diploma in Financial Planning as well as a Certificate in Small Business Management. Her breadth of experience across a range of industries makes it easy for her to quickly establish a rapport with all types of clients, and to understand the unique message they wish to convey.
She is a lifelong learner and reads avidly across a range of subjects. In November 2009, she travelled to the US to attend the American Writers and Artists Inc’s (AWAI) Copywriting Bootcamp – one of only a handful of Australians to do so. “It was fantastic to hear from the best copywriters in the US about the copywriting techniques they use to drive home great results for their clients,” Anne said. “I am enjoying applying what I learned to the copywriting I am doing for my clients in Australia,” she said.
Working closely with a pool of talented colleagues in the Graphic Design, Print and Web industries, Anne is able to offer a flexible and full range of copywriting and document design services for print and web. She writes media releases, web copy, newsletters, brochures, sales letters, audio scripts, invitations, promotional pieces and more for many types of businesses.
Anne has particular expertise in dealing with information of a sensitive or confidential nature, and has been entrusted with many projects requiring a high degree of insight and discretion. “Sometimes my clients have projects or proposals that contain information they would be uncomfortable sharing more broadly in their workplace,” she said. “For example, a business owner client of mine was considering selling his business. He needed a document created to market his business for sale – but didn’t want word to get out to his staff or customers until he felt confident that the sales terms had been negotiated to take care of them. I was able to prepare this document off site so that there was no chance of it getting into the wrong hands.”
Anne has also earned a reputation for being able to turn jobs around in a short time frame, and for being able to work comfortably with people at all levels of an organisation. “I really enjoy listening to my client’s ideas and then channeling them into the right kind of document style, using the perfect tone and choice of words to generate the effect they’re after,” she says.
Anne named her business ‘Sheer Communication’ in reference to the importance of making the message as transparent as possible. Simplifying jargon and writing with clarity is her mission.
Working primarily with Sydney-based businesses, Anne is happy discuss any writing project with you. Call her on 0413 677 591 to find out how she can help make your next writing project easy and successful.
