It’s human nature to desire a sense of control and agency over our lives. Right now, things feel tough because there’s a lot outside our personal control; the pandemic, the shifts in the workforce, rapidly changing technology…the list goes on! 

However, there are a few things in our control, that can have a massive effect on our career trajectory, and our personal evolution.  

The THREE Rs of Success 

In the midst of overwhelming change, here’s what we CAN control: 

REFLECT 

First, look inward.  

We can pause, and look inward to assess and re-affirm our core strengths, skills, and capabilities. 

Ask yourself; what am I really good at? 
What do I enjoy?  
What types of tasks or projects make time fly?  
What do colleagues tend to value about me, or compliment me on? 

Write these down. 

For example, are you a strong problem solver? Do you have stellar communication skills? Are you an analytical thinker? Do you learn new technologies quickly? Are you great at training people? 

Next, take a step back and look at your list of core strengths. How can you leverage those skills in new or emerging labour markets? Can you use these core skills in a different sector? Consider that your skills are not chained to your current or previous role; know that there are possibilities beyond your specific area of focus. 

As companies and industries begin to rebuild after the pandemic, there will be an uptick in new (perhaps unexpected) employment opportunities, some of which could be quite different from the pre-pandemic environment. As employers begin to innovate, different career options will emerge. By having a deep knowledge of our strengths and capabilities, we position ourselves to pivot and transition into new roles.  

Careers don’t “just happen”. By reflecting and growing self-knowledge of our capabilities, we give ourselves a powerful advantage that will allow us to navigate the current uncertainties with focus and confidence.  

RESKILLING 

Next, look outward. 

Next, look outward. What are emerging trends in the labour market? Those of us interested in pivoting to different jobs, careers, or sectors can explore educational opportunities to broaden our repertoire of skills in a short time. This is where access to micro-courses (which are short, targeted learning opportunities that focus on skills and competency development) can fast-track access to new opportunities.  

Reskilling helps us explore alternative careers, and broadens our access to the labour market. 

RESILIENCE

Now, look around.

So many of us have become isolated, and in order for us to thrive in this emerging economy, we need to re-connect and build resilience. Consider re-committing to pursuits that give you purpose and direction. Try new activities, challenge yourself, and support others in your community.  

We are here to help you reflect, reskill, and stay resilient as you journey forward. Check out The Three Rs of Success to learn more! 

At SCS, we support human potential one individual, one organization, one community at a time. The Three Rs of Success is an opportunity for you to learn more about who we are, what we offer, and our unique perspective on lifelong learning! 

This digital experience delves into the benefits (both to individuals and organizations) of building a culture of continuous education, and focuses on the three R’s of success: reflection, reskilling and resilience. It shares details about Blueprint, our new career services program, which is designed to help you thrive in our rapidly changing world. It explores our corporate and organizational training, English Language Program, Comparative Education Service, and micro-credential offerings, that are here to support you as you pursue your career and personal development goals. It also offers exciting information about our vast range of continuing education opportunities, from business and technological studies, to the arts, humanities, and creative writing. The Three Rs of Success also shares two stories about SCS learners whose lives have been changed by their commitment to lifelong learning. 

Our Dean, Dr. Catherine Chandler-Crichlow, is especially eager to share this digital space with our audiences. “I’m thrilled to be leading a shift in how we view and embrace lifelong learning. As the top university in Canada, U of T is the perfect place to incubate and grow innovative ideas around reskilling, upskilling, reflection, and personal resilience. At SCS, our approach to lifelong learning is unique. Here. we share that new vision,” she says. “I hope you’ll enjoy exploring information about the diverse services and opportunities we offer at SCS, and some food for thought about the future of work and your place in it!” 

We are here to help you navigate your continuing education journey, and hope you’ll enjoy learning more about SCS.

As a historian, and School of Continuing Studies (SCS) instructor since the 90’s, Eric McGeer knows a thing or two about the Second World War. But in order to dig deep into archives for a current study he’s conducting, he needed to improve his grasp of the Dutch language. “I’m particularly interested in Canadian military history, and my new focus is exploring the role Canadian soldiers played in WWII in the Netherlands. I’d lived in the Netherlands, and travelled there, and had some command of the language,” shares Eric. “I realized there was a real gap in research around the role the Canadian army played in a city called Nijmegen in the Fall of 1944, when the war came to a bit of a halt, and I wanted to learn more. But first I needed to improve my Dutch language skills, so I began studying at SCS, where I also teach history!”

In preparation for this research, Eric began taking Dutch: Level IV with Marianne Verheyen. “Marianne was an outstanding teacher. Her understanding of the workings of language, and her ability to explain it, was just amazing,” recalls Eric. “Her course really helped with my reading comprehension which would be a critical part of my research, reading archives and old diary entries of civilians and soldiers. Of course, I ended up being confronted with old-fashioned, formal sentence structures and spellings, which was a challenge. But with the foundational knowledge Marianne equipped me with, and an old Dutch dictionary, I’ve been able to study Dutch texts from 70 years ago.”

A passionate historian, Eric explains the focus of his research with excitement. “I’m currently in Holland, digging into the comparative experience of the Canadian army in of Nijmegen. My focus is on how the soldiers interacted with Dutch civilians, who had just survived a terrible experience. They were living in rubble, playing host to Canadian and British soldiers who were there as liberators, but their home was still under rule of a foreign army,” he shares. “I’m looking at the newspapers and diaries of the people there, to reconstruct something of their lives. In particular, I’m learning how the allied armies tried to feed and take care of the local population while ensuring military needs were met. The soldiers had to ensure public order, security, and access to food. I’m finding that on a whole, relations were positive, and the Canadian soldiers were truly struck by the suffering of the local population and tried to help as best they could. Many billeted/lived with Dutch families, fostering mutual sympathy and respect, and building relationships that lasted past the war’s end. But there were also points of irritation, and times when the soldiers took advantage of the situation. Strict Dutch parents and local young men didn’t want the young women in the community gallivanting with allied soldiers, who felt impressive, exotic, and had access to possessions. It’s fascinating to explore records, and piece together this complex and lesser-known time in history.”

When Eric completes his research, he will integrate his findings into his teachings at SCS, and looks forward to sharing the new knowledge he uncovers abroad. “As a teacher learning from someone else, you have such a deep feeling of admiration and respect, because you know first-hand what goes into it,” says Eric, who is a true proponent of lifelong learning. “Aristotle said we live to learn, and I think it’s truly necessary to keep your mind active. Many of my learners say they wish they could have studied history in their younger years, but chose more ‘practical’ realms of study. And now, they’ve come back to it, because our interests are such a big part of who we are. When your mind is stimulated in the company of people with similar interests and desires to learn, the possibilities are endless.”

When Elizabeth Monier-Williams signed up for a School of Continuing Studies (SCS) creative writing class, she had no idea it would lead her to form a community of writers who would continue to support one another for years to come.

The course in question was an introductory science fiction and fantasy writing class. It was the first creative writing course that Elizabeth had participated in since high school. “I’d been writing creatively for 10 years at that point, and I wanted to take the next step in my journey,” she explains. 

The course taught Elizabeth how people who write professionally look at a story. “Knowing what stood out to someone like Nalo [the course instructor] was so helpful,” she says.

With in-class feedback sessions going well, it didn’t take long for Elizabeth and a handful of her dedicated classmates to start meeting outside of class as well. In fact, she continued to meet regularly with SCS classmates Diana, Hardy and T.J., for the next seven years, so they could provide each other with valuable feedback on their work. “We met once a month, or every few months. For longer work, one person would be the focus of the meeting and we would sometimes take a couple of months to read and prepare for the session,” Elizabeth shares. “If everyone was doing shorter works, we’d do more of a round-robin format. Using Nalo’s format—what worked, what didn’t work, and open questions—kept our feedback focused on the story craft, not the writer.” 

The course and the writing community she gained through SCS helped Elizabeth get to the point where she was ready to publish her first novel, Chaos Calling.  The book follows adult twins from Toronto who are busy with their careers, families and lives, until they realize that a bizarre experience they had with their best friend as teenagers was actually preparation for a global disaster.

The members of the writing group also formed a strong bond. “I grew tremendously through my collaborations with this group. My novel in progress at the time had slow pacing and the framing of historical elements weren’t working in a lot of places. I never finished it. I remember the big moment where I shared some fragments of the ending with the group and told them what I was building toward. T. J. looked surprised and said, ‘That’s it?’” she recalls. “I laugh now, but realizing that what I thought was so amazing wasn’t tracking for the people who knew my writing best was painful. It’s sobering when you realize you’re not doing so well as you thought, but feedback is required to grow and improve. I’m glad they were open enough to (kindly) share their thoughts.”

In addition to vital constructive criticism, Elizabeth says she found support and encouragement to continue developing her craft. T.J. in particular validated her abilities early on, and after his death she paid tribute to him by naming one of her Chaos Calling characters after him. “He was the first person to tell me that there was something special in my work and that it would be a terrible thing to give up on it. After he died, Diana and I continued to meet as I worked on my current project. Anna, one of the protagonists in Chaos Calling is a parent, and her older child Tim is named in his honour.”

Watching others workshop their writing as part of the group taught Elizabeth a lot about story, structure, characters, and pacing. She would recommend that anyone looking to improve their writing find a similar group to share their writing with. “You don’t know what you’ve got until you show your work to other people who write. If you’re serious about writing, there’s no way around that step,” she says. “Writers see narrative differently than people who only read, and they’re often able to get under the hood and show you what’s humming in a way that your friends and family cannot. Feedback is how we grow and every now and then we all need to hear hard truths.”

Elizabeth credits her time at SCS with being a crucial step in her writing journey. “Taking that course was a huge pivot in my writing life, and created friendships and writing collaborations that I benefit from to this day.”

Each year, the University of Toronto School of Continuing Studies recognizes instructors who exemplify excellence in adult education. SCS Excellence in Teaching Award winners are nominated by learners who feel that their instructors have gone above and beyond to share their knowledge in a way that is particularly engaging, helpful and inspiring. 

“It is such a pleasure to hear from our learners how their instructors inspire and motivate them,” says SCS Dean Dr. Catherine Chandler-Crichlow. “We know that over the past couple of years, the wonderful people who teach our courses have had to stretch and adapt like never before to keep lifelong learning alive throughout the pandemic. They absolutely rose to the challenge, exhibiting their fierce dedication to education and their students. I am so grateful for all of our instructors, and very proud of this year’s winners!”

This year’s award winners, being recognized for teaching during the 2020-2021 academic year, are: 

Excellence in Teaching – Business and Professional Studies 
Georgina Cannon
Tim Fong
Jason Yarmolinsky

Excellence in Teaching – Arts & Science
Carolyn Harris

Excellence in Teaching – Creative Writing 
Martha Batiz

Excellence in Teaching – Languages and Translation
Nadine Atwi
Lorenzo Sclocco

Outstanding New Instructor
Frank Suarez-Milan

Excellence in Online Teaching
Soonae Bac

Career Impact
Nadine Atwi

For more information on the UofT SCS Excellence in Teaching Awards please visit our awards page. 

Here are three networking hacks to help you develop and make the most of your professional connections. 

1. Take advantage of networking apps and websites

Apps and sites like Bumble Bizz, Lunchclub and Ten Thousand Coffees can help you make professional connections, and find career inspiration and opportunities. Job seekers new to Canada may also want to check out Arrive, which offers advice and networking opportunities specifically for newcomers. 

2. Get out of your comfort zone

One way to shift your perspective and ensure you are open to the learning and growth that comes with networking is by regularly doing other things that take you outside of your comfort zone. Learning something new can feel foreign and uncomfortable, and you can’t be sure of the outcome, but the more you do it, the more confident you become. Getting used to getting out of your comfort zone will help you be a more confident, successful networker too. 

3. Balance your fear

If you find yourself feeling nervous during a networking event or opportunity, recognize that your fears of worst-case-scenarios are exaggerated. Focus instead on the wonderful opportunities that could come from acting despite your fear. 

Superconnector and SCS instructor Jean Chow is currently focused on her successful professional coaching practice, aptly known on social media as @MsBizWiz. Naturally inquisitive, her professional career began in auditing and then pivoted to international development. This life-changing career decision required her to be on the move.  Always being in new situations with unique social challenges in developing countries in East and Central Africa and Southeast Asia, Jean had plenty of opportunities to practice her networking skills. Jean knows instinctively what could be and is excited by the prospect of connecting people, ideas, and projects to get things done or to create something bigger and better.   If she’s not on the squash court or climbing wall or behind a camera lens, Jean enjoys spending time as a volunteer mentor helping youth recognize and realize their potential.  
 

When María Fernanda Rodríguez Aguilar was a child growing up in Ecuador, she would write short stories and hide them in her desk. “I’ve loved writing since I was little, but I was always too scared to share my work with others. When I came to Canada 17 years ago, I stopped my writing because I was so focused on learning a new language and starting a new life,” reflects María Fernanda. “But it became impossible for me to live without writing, so I decided to try a creative writing course at the School of Continuing Studies (SCS).”

In 2016, María Fernanda started taking Creative Writing in Spanish, led by SCS instructor and author Martha Batiz. “Studying creative writing in my native language felt wonderful. As I worked my way through the Creative Writing Certificate, both Martha and Grace O’Connell taught me to not be afraid to share my writing. As someone who had always been embarrassed to share my work, learning this was door-opening,” recalls María Fernanda. “I learned how to be brave and share my work, receive comments and constructive criticism, and also how to review and critique the work of others.”

While working and studying at SCS, María Fernanda also began pursing a Master’s degree in Creative Writing at the University of Salamanca in Spain. Her educational pursuits kept her busy, and throughout her certificate at SCS she produced a collection of short stories narrated from unique perspectives, titled Usanza. After receiving encouragement from the administrative team at SCS, María Fernanda submitted her work to the Marina Nemat Award for Creative Writing, in the Creative Writing in Spanish Category. “I received notification on my birthday telling me that I had won the award. I was totally in shock,” she says. “I’m so proud and thankful to have been chosen. Thinking back to 17 years ago, I never would have thought I’d be winning a writing award.”

Today, María Fernanda’s writing no longer hides in a drawer; with a Master’s degree and SCS certificate under her belt, she’s currently working to have Usanza published. “For me, the biggest benefit of studying creative writing was what it did to my confidence,” asserts María Fernanda. “My advice is to never stop learning, because you never know where it will take you.” 

This morning, SCS Dean, Dr. Catherine Chandler-Chrichlow, shared her perspective on applying EDI in the workplace at the Toronto North Local Immigration Partnership live event “Mainstreaming EDI in the Workplace: Challenges & Successes."

Dr. Chandler-Crichlow spoke to the importance of addressing approaches for creating inclusive work environments for newcomer jobseekers in the Toronto region, particularly in this post-pandemic era. “This strategic conversation is especially critical at this time. Employers across all sectors are determining new norms and practices in their workforce development and management coming out of the COVID-19 pandemic, as it has impacted the business operations of many companies,” she said. “I would argue however, that the impact of the pandemic on the human side of organizations is one that requires deep and intentional consideration of EDI practices as we build new norms in the workplace.”

According to Dr. Chandler-Crichlow, newcomers experience some consistent challenges in areas such as understanding the labour market landscape, and identifying the unique skills, knowledge, competencies, and prerequisite work experience being sought by employers. They might also have a limited understanding of how their expertise, which was developed in a different country, maps onto the requirements of specific jobs in our region. In fact, Dr. Chandler-Crichlow noted that “it is tremendously unhelpful for employers to continue the rhetoric that newcomers do not have work experience in Canada ---- these individuals were approved to come to our country because of the skills, knowledge, and expertise that they bring, and I suggest that that is where conversation should begin.”

Dr. Chandler-Crichlow went on to explain that these factors can result in “information shortages” for newcomers; they would therefore be reliant on service providers to help them bridge the knowledge gap and establish careers in the region. “Newcomers would also benefit from access to mentors from different sectors to provide information pertaining to on-the-job realities in the workplace. The ability to participate in information sessions with employers from diverse industries would also provide insights into how their skills and experiences are needed in different sectors such as financial services, technology, and manufacturing,” she asserted. “The interesting thing is that these needs are similar to what I experienced decades ago as a newcomer. What is different today however, is the heightened acknowledgment that there is a need for an intentional approach to tackle and focus on EDI as it relates to newcomers.”

Importantly, Dr. Chandler Crichlow shared that there are a number of practices that can be adopted by employers to help newcomers integrate into the local workforce. 

Transparency

From an equity perspective, Dr. Chandler-Crichlow says employers should be more transparent on the specific capabilities being sought for key roles that they are recruiting for in their organizations. This can begin with the job postings that are listed on their sites or other portals. Information of this nature would be invaluable to service providers whose focus is on preparing newcomers for recruiting in the region --- especially in this difficult post-pandemic era in which some sectors have been negatively impacted.

Cultural Considerations

Dr. Chandler-Crichlow says that from a diversity perspective, there needs to be a recognition that some newcomers come from cultural backgrounds in which it is thought to be offensive to speak about their strengths and successes. In fact, in some cultures, this sharing of one’s capabilities is deemed to be boastful and unacceptable. “Our recruiting environment is built on individuals not only knowing their strengths and capabilities, but also on sharing them through storytelling and highlighting their capabilities relevant to the role,” she explained. “Some people could be highly skilled and experienced but have low confidence, and be reticent about sharing their narratives in the interview process. It is incumbent on all groups working on preparing newcomers for recruiting to also include modules in areas such as confidence building.”

Inclusion in Career Management 

When newcomers are recruited into companies, Dr. Chandler-Crichlow stressed that measures need to be taken to provide the career management skills to help them with advancing their careers in the organizations. “This could be focused on inclusion that helps newcomers to build an understanding of the cultural norms of our organizations, and to build a career within an organization,” she shared. In addition, Dr. Chandler Crichlow noted that individuals from under-served communities, including BIPOC communities, women, and related intersectionalities, have been disproportionately impacted by the pandemic, so a special emphasis on these groups would be beneficial as well.   

“From an EDI perspective, much can be achieved from employers and service providers working in partnership to address the long-standing challenges that newcomers face in building careers and being integrated into the local workforce,” she concluded. “If we don’t take an intentional and transparent approach to tackling these issues and implementing solutions to newcomer integration now, then when?”

When Jiajie Hu came to Canada from China in 2006, his goal was to continue his career in advertising copywriting. “I wanted to continue my copywriting career in Canada, but needed to build my English skills. This can be a difficult career path for someone who has English as a second language,” says Jiajie. “I didn’t realize how hard the career transition would be, even with ESL training. I ended up returning to China for a few years, offering Chinese to English translation copywriting services. When I returned to Canada in 2012, I wanted to take my English skills to the next level. This is why I was drawn to the Creative Writing program at the School of Continuing Studies.”

According to Jiajie, reading classic novels helped him prepare for his studies at SCS. “I wanted to improve my English in a way that would still feel creative and exciting. I began reading, especially Hemmingway, who is a very popular author in China. Reading his work inspired me, and I realized I wanted to study creative writing for reasons beyond improving my English; I want to be a writer and tell my story,” reflects Jiajie, who will complete his Creative Writing Certificate this Spring. “SCS greatly improved my writing skills, but also really fuelled my creativity. I began writing my novel, a story about the immigrant experience; coming to Canada from China, and the challenges faced as a newcomer. My instructor and mentor, Elizabeth Ruth, encouraged me to keep writing my story, even when I hit roadblocks. She made me feel I can reach my goals. Being in a new country, learning in a new language…that meant a lot.”

Today, Jiajie is pursuing a new business venture: building an Artificial Intelligence company. But writing, and eventually completing his novel, remains a top priority. “I would say to those who are new to English, once you have a grasp of the language, don’t be afraid to study creative writing. It’s a fun and engaging way to practice your language skills, and who knows what you might discover,” smiles Jiajie. “I didn’t know I had a novel in me, but continuing education allowed me to uncover a creativity within myself, and I’m loving the process of telling that story.”

As seasoned marketers, small-business folks, and advertisers alike know, when used wisely, words can locomote a company forward at unbeatable speeds. This is especially the case in our digital age, where both compelling copy and strategically placed keywords can skyrocket you to the top of a search engine’s results page, or front and centre on a social media platform. 

As a burgeoning or veteran copywriter faced with an intimidating (and growing) list of competitors-and a dwindling reservoir of effective copy-you may be wondering: is it even possible to make your copy pop in a sea of sameness? How can your copy stand out online? 

Fear not: it’s possible. 

As Joe Sugarman aptly puts it, “Every product has a unique personality, and it is your job to find it.” That is, the best way to make your copy sing and attract new business, is to differentiate yourself from the rest. It, dear reader/writer, is your sole mission as a copywriter to excavate the unique qualities that tell your audience you are indeed a unique snowflake in a blizzard of competitors. It’s your responsibility to let them know about how you dare to be different across your Google ads, websites, direct mail, social media posts, and beyond. 

Whether you’re a big business promoting a holiday sale, or a small non-profit looking for life-changing donations, it’s possible to use copy economically to showcase what makes you special - be it cost, return on investment (ROI), company ethos (sustainability, for example), your customer service standards, or your trustworthiness. Or, it’s still possible to differentiate purely using a distinct brand voice (think dead-serious brand voices like Nike, or more light-hearted lingo like Poo-Pourri!). 

We certainly see trusted brands taking these differentiation approaches with their copy time and time again - it’s a timeless tactic that likely won’t die. For instance, Mattress company Endy takes some time in its copy to tell its sleep-hungry audiences: “One Mattress, With a Purpose. We at Endy set out to design, make, and deliver an amazing mattress for a fraction of the cost of other major retailers.” So, in this case, the quippy differentiators are the dazzlingly less expensive cost and its multiple features. Or, take meal kit delivery service HelloFresh, who states, “We save you serious time: Now with more choices every week and meals starting from just $9.69.” The differentiators in this case are competitive pricing as well as product choice and the ability to customize. 

Audiences care about saving time, saving money, and getting as much benefit as possible out of a purchase. It’s the language they speak. Here are eight tips to help you speak it loudly in your copy.

8 Ways to Differentiate with your Copy

But how have successful online-powered companies uncovered their most important differentiators? How have they leveraged these differentiators powerfully in their copy? What kinds of processes help them arrive at a place where their copy speaks loudly and clearly about how special they are? These considerations can help you, and your audience, understand just how special you are. 

1. Start with the differentiation test. Veteran copywriter and School of Continuing Studies instructor Steve Slaunwhite suggests first taking the differentiation test, which in essence puts your own brand under the microscope and lets you know where exactly your differentiating copy can use some TLC. First, visit your company’s website and cover the logo. Then read the copy. Ask yourself: can you tell yourself apart from your competitors from the copy alone? Is the brand voice strong, and are the features and benefits strong and more unique? If the answer is a firm ‘no’ to all of the above, this is where to start working on your differentiation.
2. Make some room. Before going any further, know where you (and your differentiation copy) are going. Carve out some space to insert copy that differentiates, whether that’s a headline, a blog, or a stand-alone social post. In a longer document or on a website page, you could reserve a special space to promote what makes your particular brand, product, or service different, such as at the very top of your homepage, on an About page, in your social media bio, or on the bottom of a print document. 
3. Ease their worries with an unbeatable guarantee. A good risk-free guarantee or an iron-clad Service Level Agreement (SLA) can set yourself apart from more rigid competitors, and can demonstrate that your brand takes a customer-first approach. Try emphasizing an offer they can’t refuse (i.e. “Try us out, risk-free, for 60 days. If you’re not satisfied with us, you can cancel at any time in a matter of seconds.”).
4. Remind them that you’re, like, a known and trusted brand. If you’re a beloved business that has earned the confidence of consumers and/or business communities, this makes you special in a sea of sameness. Try penning copy that emphasizes your beloved status in the community in order to build confidence in your audience (i.e. “We are that friendly neighbourhood photo printing place backed by the most trusted names in the business.”).
5. Long in the tooth? Let them know. If you’ve been kicking around for more than a blink of an eye, your longevity certainly makes you a snowflake. Not every business can survive for years, and so your long track record is an immediate standout and signals to your audience that, hey, you must be doing something right.
6. Show off those glowing reviews. One of the great benefits of an online world for businesses is the ability to hunt and gather online reviews and comments from satisfied (and not so satisfied) customers, whether that’s a Trustpilot testimonial or Google review, or an Instagram or Facebook comment. If you have some gems, use them in your copy (i.e. “Join 80,000 other customers who trust us to do it right”) as part of website testimonials, success stories, or social posts. This is evidence that sets you apart, legitimizes you, and demonstrates the value of the voice of the customer (and that you value their approval). It makes you look a little human, which doesn’t hurt either.
7. Prove it with … proof. Firm evidence and concrete numbers and statistics unique to your business can certainly go a long way in building confidence in a potential customer. Using a simple headline followed by any data that demonstrates how well your product or service performs, and the logos of companies who trust you, are also easy on character count but effective in getting the message across. 
8. Hit them over the head with what makes you better. Do you know in your heart and soul that you offer the best customer service? Do you know that your prices are unbeatable? Are you bursting with pride over your company ethics (supporting local, using sustainable fabrics, donating to a cause with every purchase), or your more flexible payment plans? Great - tell them all about it in your copy, early and often.

Looking at your competitors won’t hurt, either: go after paid or organic keywords that your competitors use, and then some - differentiate by adding in more keywords variations that more exclusively target specific audiences so you’re easier to find on this vast and ever-growing world wide web.

All this being said, the best approach to writing copy that differentiates? Know yourself and your audience. Find out exactly how you’re special through a semantic strip-down: flesh out your brand identity, list out all its features and benefits, understand the profiles of the audiences you appeal to and the platforms they use (i.e. are they an online or in-store crowd), and really get to know yourself.

Samantha Mehra (MA) is a senior copywriter and content strategist in Toronto, and an instructor at The University of Toronto's School of Continuing Studies. With a diverse background in technology, history, and arts journalism, her writing credits include The Canadian Encyclopedia, Feathertale, Oxford Journals, and Routledge Encyclopedia of Modernism. She is a National Magazine Award nominee, and enjoys puns. Samantha instructs courses in our Strategic Copywriting Certificate.

Nadun Thilina Elvitigala came to Canada from Quatar in November 2020. Needless to say, the challenges of moving to a new country were exacerbated by a global pandemic, and almost immediately Nadun decided that the best way to find solid ground was to grow his skills. “I started my career in chemical engineering. However, I quickly realized that I wanted to focus on my people and project management skills instead, so I pursued an MBA while living in the UK.  After graduating in 2016, I moved to Qatar and began working as a Regional Strategic Manager, managing forty people, and multiple large-scale projects across many countries and regions,” says Nadun. “Coming to Canada in 2020 posed many challenges, but it also felt like the perfect time to explore something that had been of interest to me for a while, but I hadn’t had time to formally study: Lean Six Sigma project management.”

Lean Six Sigma is a proven strategic tool that delivers value for customers, generates returns for shareholders, and improves the workplace environment. Nadun was eager to up his game, and grow his abilities during such an uncertain time, so in December 2020, he enrolled in the Lean Six Sigma Certificate at the School of Continuing Studies. “My instructor, Michael Mladjenovic, was an amazing lecturer. He did a fantastic job of making theory practical; it wasn’t just book learning. His classes expanded my knowledge, and gave me the opportunity to connect and collaborate with classmates who are still in my professional network today,” recalls Nadun. “After I earned the certificate in 2021, I went on to earn my American Society of Quality Certification. The program at SCS helped me pass the very rigorous exam on my first try.”

Today, Nadun is a Continuous Improvement Manager, using knowledge he gained at SCS to improve efficiencies and work with large data sets. “In my current role, I’ve reduced quality errors by 95%, improved customer wait times from three to five days to one day, and enhanced product quality. I want to keep my progress going! In fact, I’m now enrolled in the Data Science Certificate at SCS, which is a partnership with the University of Waterloo, to further develop my analytic and machine learning abilities,” shares Nadun. “I believe that it’s critical for us to adapt as the world changes; there’s so much digital transformation, and I want to be a part of that movement. You’re never too old or settled to make a change, learn new skills, and achieve your goals.”

When Dima Ilchuk came to Canada from Kyiv, Ukraine, he knew he wanted to work as a public servant and further his education. With a background in international banking, and a master’s degree in Economic Cybernetics, he was eager to embrace new learning opportunities in Canada. “I had very little when I came here, but I never gave up on the hope that this country would offer me something greater than I could have ever expected,” reflects Dima. “To gain experience working in Canada, I started out by volunteering my financial skills, hosting free tax clinics for eligible members of the Toronto community. Later, I won a professional competition for a basic trainee role for one of the biggest municipalities in Ontario. This led me towards my goal of working as a public servant and supporting my new city.”

Knowing that gaining some Canadian credentials would help him grow his skills and support his career goals, Dima began pursing his Master's in Public Administration at the Royal Military Canadian College in 2021. “Over the past five years, I’ve held roles at the municipal and federal levels– including time volunteering for the Ministry of Defense as a Civilian Military Logistic Coordinator, supporting humanitarian aids projects. I’m currently working in the Ontario Justice System. With my team, I’m responsible for coordinating services between this division and Toronto enforcement agencies. However, in 2020 when the pandemic hit, I started serving as a front-line worker under Covid-19 Redeployment Assignment in Scarborough, supporting a Self-Isolation Center,” shares Dima. “Today, I’m back in my regular role, however this experience really expanded my perspective, and strengthened my desire to serve my community. I was ready to expand my skills even further through continuing education, which is why I came to the School of Continuing Studies.”

In 2019, Dima began pursuing a International Project Management Certificate at SCS. “I wanted to improve my project management competencies, develop a deeper professional network, and explore new ways to use my skills,” recalls Dima. “I really connected with my teachers, especially Peter Monkhouse. I found his views and advice very applicable to my daily work. The SCS administration team was there for me any time I had a question or needed support. I also grew a social network, and stay connected to my classmates. I’m using the skills I learned every day at work, but I also learned about new aspects of project management that I may want to explore in the future.” 

Dima completed his certificate in 2021, and is scheduled to complete his second masters in 2023. He remains committed to serving his community, especially veterans. “I’m a volunteer and mentor for a veteran community educational project in Toronto and New York. In this role, I use my project management skills to coordinate English classes and assistance activities to help wounded newcomer veterans with PTSD. The goal of our project is to provide them with their first job in an IT company, with a focus on re-adaptation and socialization,” says Dima. “Continuing education has allowed me to thrive in both my career, and in my personal pursuits. I’m a big advocate that there’s a strong link between education and health. After serving as a frontline worker during 2020, I experienced a lot of difficulty. Coming to SCS and focusing on my education helped me re-establish healthy behaviors and actually reduced my stress. Learning definitely improved my well being, and that’s something I want to help others experience through my career and volunteer work.”