Client: Cheeky Plant Co., an Australian online plant gift shop.
Challenge: Write a short newsletter highlighting four trending products and teasing a blog post using their pun-filled, upbeat tone. The goal is to encourage clicks to the website.
Copy Choices:
Opening line positions plants as the smarter, longer-lasting alternative to flowers
Wove in authentic Aussie slang to reflect the brand’s personality without overstepping into stereotype or caricature
Used a friendly, conversational tone to make the email feel like a note from a friend rather than a promotion
Created unique, product-specific CTAs instead of generic “shop now” buttons
Focused each product line on a relatable scenario so readers could picture who they’d gift it to
Used short, punchy one-liners to fit the 200-word limit while keeping every sentence purposeful and easy to scan
This WordTonic challenge was for Linq, an app built to make intimate sharing safer.
The task: write an Instagram ad that shifted Linq’s messaging from protection to connection, positioning it as a dedicated space for intimacy, in addition to being a safety tool.
Writers were encouraged to explore how privacy can actually enhance closeness. The copy needed to feel bold yet subtle, without crossing Meta’s strict ad rules.
Ad #1 Copy
Like lying together on a fluffy rug in front of a fireplace…
inside a bank vault.
Linq keeps what’s between you two…between you two.
Client: A fictional funeral home created for a WordTonic copywriting challenge.
Challenge: Write homepage copy for a funeral home that balances warmth and professionalism – or take the dark humour route without crossing the line into insensitivity. The goal was to make a difficult topic approachable while maintaining trust and empathy.
Copy Choices:
Took the dark humour route to disarm readers and make the brand feel human, not heavy-handed
Grounded the humour in relatability and compassion, acknowledging the real financial strain many families fact when planning funerals
Chose the name “Cheap & Cheerful Funerals” – a twist on a common phrase that signals affordability and breaks away from the usual somber tone
Opening line immediately establishes the value proposition and emotional relief the brand offers
Used conversational English and simple phrasing to keep the tone friendly and unpretentious
Balanced light, witty headlines with empathetic reassurance to maintain credibility
Challenged the typical funeral home voice by showing that compassion and humor can coexist, particularly when the humour serves empathy
Mourn your loved ones, not your savings.
Because grief’s hard enough without a payment plan.
Resentful that your dearly departed is resting in peace while you juggle the bills? Our affordable burial and cremation services allow you to grieve properly, without adding debt to your distress.
Choose their send off
Burials
Starting at £1000
Classic services for the traditional types. Go as simple or as lavish as you’d like.
Cremations
Starting at £500
Keep your loved one on the mantelpiece or scatter them to the winds.
Non-Traditional
Call for a quote
If your loved one was a bit alternative in life, we’ll make sure their farewell feels just as unique.
About Cheap & Cheerful Funerals
No one wants to be at a funeral. Even fewer people want to be at a funeral they had to go into debt to pay for.
In a world where people can barely afford to die, families are often left to foot the bill.
That’s why Cheap & Cheerful Funerals have spent over fifty years keeping final farewells fair and affordable.
We can’t take away the pain, but we can take care of everything else.
Client: Silky Gems, a handmade vegan candy brand inspired by Mứt Rau Câu, traditional Vietnamese crystal sweets.
Challenge: Write headlines to promote Silky Gems without sounding overly salesy. The copy needed to be playful, scroll-stopping, and emotionally charged.
Copy Choices:
Used visual language to blur the line between edible candy and collectible art, mirroring the brand’s jewel-like look
Balanced curuisity and revelation: headlines often start like they’re describing crystals or objects of desire, then twist to reveal it’s actually candy
Tapped into internet-native vocabulary to align with Silky Gem’s online aesthetic and Gen Z tone
Avoided sensory food clichés and instead focused on beauty and temptation
Varied rythm and tone across lines to keep the set dynamic: some are declarative while others are more cheeky or conceptual
Each headline was designed to stop the scroll – short, punchy, and matched to the candy’s look-before-you-bite appeal
Headlines
#1. For the crystal girlies, human magpies, and sweeth-tooth havers.
Challenge: Write a first-person travel article for First Choice’s Inspire Blog about one of their destinations that blends storytelling with practical travel advice. The goal was to inspire families to picture what their own trip could look like.
Copy Choices:
Drew from my own childhood experiences to create an authentic, first-hand perspective that parents could relate to
Structured the piece as a seven-day itinerary to help readers visualize a complete, ready-to-follow family holiday
Balanced nostalgia with modern recommendations, showing the the destination appeals to families today
Focused on family-friendly experiences like snorkeling, animal encounters, and cultural sights
Used conversational, sensory language to make scenes vivid and real
Wrote in a tone that feels like friendly advice from someone who’s been there, instead of another travel brochure
Aruba is a small Caribbean island just off the coast of Venezuela. Half rugged desert, half Dutch-influenced tropical paradise, it lies outside the hurricane zone and enjoys nearly year-round sunshine (even during the rainy season!)
My parents took me there in 2003, and it’s one of my most vivid childhood memories. That trip was so good, my mom made a whole scrapbook out of it (not a normal occurrence for her).
I don’t have kids of my own, but I did visit Aruba as a kid, so I’ve got a pretty good idea of what makes a holiday here stand out. If I were going back now on a family trip, here’s exactly how I’d spend seven days with little ones in tow.
Day 1: Land in Oranjestad
If you’re arriving from the UK, it’s a long travel day, so I’d keep things super simple once you land.
For accommodation, you’ve got options. My family went twice—once we stayed at a big resort, and once we rented a house with a pool. Both were great, but if I were visiting with kids today, I’d go with a resort. You get easy beach access, pools, activity options, on-site dining, and other families around, which makes meeting playmates a breeze.
I still remember spending hours in the pool with a girl I met at our resort. Sadly, this was pre-smartphones, so I never saw her again. But the memories stuck.
Keep dinner easy on day one and eat at the resort. Most offer casual al fresco dining, and some even do dinner right on the beach. Look out for Aruban barbecue or coconut shrimp if it’s on the menu. Plus, resort menus always have kid options.
You might even catch some live Caribbean music while you eat. I danced way too hard to a steel drum band at dinner once and promptly crashed before dessert. Sorry, Mom.
Oh, and keep an eye out for iguanas around the gardens. They’re everywhere. Just don’t feed them cantaloupe like my dad and I did. (Apparently not great for them.) Some resorts provide proper iguana food pellets if your kids get curious.
Day 2: Snorkel & Play at Baby Beach
Today’s all about easing into island life, and there’s no better place to do that than Baby Beach.
First things first: I’d rent a car. You could do this right at the airport when you land on Day 1, or just pick one up from a local rental spot in Oranjestad. Either way, it’s well worth it. Aruba’s easy to drive around, and having a car gives you the freedom to explore without relying on taxis or tours.
I’ll admit I have a bit of an advantage being American. I’m used to driving on the right, which is the same in Aruba. But if you drive on the left at home, don’t stress. Aruban drivers are famously chill, and loads of travelers say they find it surprisingly easy to get around.
When my family and I visited in 2003, we had a rental car and got to explore the entire island. If I were going back today, I’d absolutely do the same.
Start your morning with a drive down to Baby Beach, tucked away on the southern tip of the island. It’s a calm, shallow lagoon that is perfect for anxious parents. The water stays warm and gentle all day, making it ideal for paddling, floating, and beginner snorkelling.
Bring goggles and snorkels, even if it’s your child’s first time. The water is so clear, you’ll spot tropical fish just a few feet from shore. No strong waves, no drop-offs. Just warm, safe water and soft sand.
One of my clearest memories from this beach is my dad paddling over on a boogie board with what looked like the world’s biggest starfish. I was five, so maybe I’m exaggerating, but it looked huge. (This is your reminder to admire wildlife from afar.)
Baby Beach gets busy, especially on weekends, so I’d aim to arrive early and claim a free palapa or shaded spot under a tree. Later arrivals can always rent a beach umbrella (or come prepared with a rental from your hotel!)
On the way back, stop in San Nicolas for lunch. It’s close by and gives you a taste of a quieter, more local side of the island. I’d grab some fresh empanadas or grilled chicken, eat outside, and let the kids wind down before the drive back.
Day 3: Explore Arikok National Park
Time to swap the beach for something a little wilder. Arikok National Park deserves at least a full day. It’s one of the best ways to see just how varied the island really is.
You’ll definitely want a rental car for this one (ideally with strong air conditioning—it gets hot out there). The park covers nearly 20% of the island, with wide-open desert, rocky trails, and towering cacti that look straight out of a movie.
First stop: Guadirikiri Caves. These limestone caves are home to hundreds of harmless bats and are lit by natural beams of sunlight that filter through holes in the ceiling. It’s eerie in the best way. If your kids are into animals (or slightly spooky stuff), they’ll be obsessed.
After that, I’d drive over to the coast to visit the Natural Bridge site. The original bridge collapsed in 2005, but it’s still worth stopping to see where it stood. There’s also a smaller “baby bridge” nearby that’s still intact and makes for a fun photo op.
I’m not sure if there’s still a popsicle stand nearby, but if there is, your kids will definitely want one! And they will get sticky, so bring baby wipes…or dunk them in the ocean to clean off.
By this point, everyone will be hot, tired, and probably hungry, so stop for lunch at Boca Prins Bar & Restaurant, which is located right in the middle of the park. I’d split some freshly caught fish and keshi yena (a cheesy local dish) with my husband, while the kids dig into burgers and fries. Easy.
After lunch, I’d head up to Arashi Beach for a cooldown swim. It’s usually quieter than the more popular spots, with calm, clear water and soft sand. Ideal for one last dip before dinner.
Day 4: Flamingos, Butterflies & Optional Animal Encounters
Day Four is a choose-your-own animal-themed adventure day. Personally, I’d start early and do an excursion to Renaissance Island to see the famous flamingos.
The island is privately owned by the Renaissance Hotel, and Flamingo Beach is adults-only except in the morning—so that’s your window if you want your kids to experience it. You’ll need a day pass (unless you’re staying at the hotel), but I think it’s worth the splurge. The flamingos are used to people and often wander right up to you!
In the afternoon, head over to the Butterfly Farm. Early in the day, you might see butterflies emerging from their chrysalises. I went here as a kid and accidentally bumped into one of the butterfly baths mid-tour. The butterflies flew away as the guide was explaining how delicate they were, much to my parents’ embarrassment.
Tickets are valid for your whole trip, so you can come back again later in the week if your kids love it.
If everyone’s still in the mood for animal adventures, I’d add one (or both) of these other stops:
The Donkey Sanctuary – Sweet, gentle donkeys you can feed and pet. It’s free to visit (donations welcome), and it’s a good place for kids to slow down and interact with animals in a relaxed, open space.
The Ostrich Farm – Not gonna lie, ostriches can be kind of terrifying in person. But, if your kid happens to be into dinosaurs, this is probably something they’ll enjoy.
Day 5: Splash & Snack on De Palm Island
Today’s plan: sun, slides, snacks, repeat.
I’d set aside a full day for De Palm Island. It’s just a five-minute ferry ride from the mainland, and it feels like its own little world built entirely for family fun.
I’d book a day pass in advance (especially during school holidays), which gives you access to everything: water slides, shallow splash zones for younger kids, shaded cabanas, snorkeling gear, and a buffet lunch.
There’s even a coral reef right off the beach that’s perfect for beginner snorkelers. If your kids are older (and up for a little adventure), you could try the SeaTREK helmet dive, where you walk along the ocean floor with a space-like helmet. No swimming or snorkeling skills required, and the photo you get is totally scrapbook-worthy.
And it’s not just for the kids. While they run wild on the slides, adults can relax with unlimited cocktails from the bar, book an optional massage on the beach, or just enjoy a quiet float in the calm, clear water. There’s even a flamingo enclosure where you can snap photos and enjoy a few peaceful minutes away from the splash zones.
And for food, you’re completely covered. The day pass includes unlimited snacks, drinks, and lunch. Expect burgers, fries, soft-serve ice cream, and plenty of juice for the kids.
Fair warning: if your kids love water slides, you may have trouble getting them to leave before the last ferry.
Day 6: Trams, Treats & Culture in Oranjestad
After five straight days of sand and swimming, now’s the time to take in some culture in Oranjestad, Aruba’s colorful capital.
Getting around is easy. Just hop on the free open-air streetcar that loops through town. It’s super kid-friendly, runs regularly, and turns getting from A to B into part of the fun. You can ride it just to take in the views or hop off at any stop that catches your eye.
Oranjestad is full of bright, Dutch-colonial buildings in tropical pastels. Think tall gables, intricate trim, and bold colors. No agenda needed, just have fun getting lost!
Along the way, you’ll pass local markets and craft stalls selling everything from handmade jewelry to painted coconuts. One thing I’d definitely look out for is the hand-painted bobblehead turtles. I brought several home as a kid, but they’ve been lost between several house moves, so I am in the market for more.
If your family’s up for a bit of indoor exploring, I’d stop at the National Archaeological Museum. It’s housed in a beautifully restored colonial home and has cool exhibits on Aruba’s Indigenous history, artifacts, and colonial past. It’s air-conditioned, educational, and just the right size to hold a kid’s attention without dragging on too long.
When it’s snack time, I’d grab a fresh smoothie or pick up a pastechi—a flaky Aruban pastry usually filled with cheese, beef, or chicken. Perfect fuel for a bit more strolling (or bribery, if your kid is losing steam).
Day 7: Relaxed Snorkeling & Goodbye Sunset
For your final day, I’d keep things simple and slow. Head to Mangel Halto or Malmok Beach. These are two quieter, lesser-known spots that are perfect for a peaceful morning snorkel.
Both beaches have calm, clear water and coral reefs just off the shore. You won’t need to go far to spot parrotfish, angelfish, or little schools of something bright and stripey. It’s an easy, low-effort adventure to squeeze in before heading home.
If there’s time (and energy), I’d do one last souvenir stop in town or head back to your family’s favorite beach for a final swim and a sandcastle or two.
For your last dinner, I’d pick a spot with a sunset view. Order something local (maybe grilled fish or keshi yena one more time?) and let everyone go around the table sharing their favorite part of the trip. Get excited about seeing your pets again, but try not to think about the horrid weather that awaits you at home.
(WordTonic x Linq Competition) Ad #1 Copy Like lying together on a fluffy rug in front of a fireplace… inside a bank vault. Linq keeps what’s between you two…between you two. Ad #2 Copy Feels like being in bed together. Even when you’re not. All your private moments, all in one place.
Mourn your loved ones, not your savings. Because grief’s hard enough without a payment plan. Resentful that your dearly departed is resting in peace while you juggle the bills? Our affordable burial and cremation services allow you to grieve properly, without adding debt to your distress. Choose their send off Burials Starting at £1000 Classic…
Maddie Talbert | Content Writer 