Cracking Copy

If you’re looking to launch an online course or product, what do you need to think about with regard to marketing collateral and messaging?   In this episode of Cracking Copy, Ella and Minnie are looking at the customer journey, from building awareness to the buying stage. And we give you our insights into what you will need to create how to communicate your messaging.   Having now been involved in our own course launch, we think we have a far greater insight into what’s involved: all the areas where messaging is important and the need to sometimes tweak your messaging along the way,   In this episode, we tell you what we did, what worked and how we could have done it better for the next time we launch.   We are going to talk, warts and all, about what we did using our own launch as an example:   What did we do? How we did our research How we planned And how we delivered it If you’re wanting to create a course or product launch now or in the future, you need to tune in, as this episode is for you.   Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

In this episode, Ella Hoyos sits down with Konrad Sanders, the CEO of The Creative Copywriter, to delve into the transformative power of frameworks in copywriting and content strategy.    Konrad shares how his journey from philosophy graduate, to charity work in Australia, then jobless in Israel, were all necessary prerequisites to heading up a thriving London-based agency.     He reveals how practicing copywriting, figuring out SEO strategy and sharing what he was learning on social media, led to the birth of a business that now boasts an impressive client roster, including Krispy Kreme and Adidas.    We explore the challenges and triumphs of agency life, the importance of a strong team culture, and the delicate dance of maintaining a work-life balance in a remote working world. Konrad also highlights the significance of establishing a meticulous onboarding process that sets the tone for client relationships and ensures a mutual fit.   The heart of our conversation beats around "The 13 Lenses" - The Creative Copywriter's proprietary framework that has become their north star in quality assurance and client conversion. Konrad breaks down the concept behind this innovative approach and how it has become a key differentiator in a sea of sameness.    As we look to the future, Konrad offers his insights on generative AI's impact on the industry and advises on the importance of embracing technology while maintaining the creative edge that only human copywriters can provide.    This episode is a treasure trove for anyone looking to elevate their copywriting game, differentiate their services, and stay ahead in a rapidly evolving industry.   About Our Guest:   Konrad Sanders is the CEO of The Creative Copywriter, a London-based copywriting and content strategy agency. With a background in SEO and a passion for creative writing, Konrad has led his team to success by combining data-driven strategies with the art of persuasive copy.   Contact Konrad:   LinkedIn: Konrad Sanders - www.linkedin.com/in/KonradSanders Subscribe to his LinkedIn newsletter "Word Science" for more insights.   Contact the Cracking Copy show hosts:   Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Or send an email us at: hello@crackingcopy.co.uk   ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee    

Tempted to peak behind the curtain to see how a podcast is assembled?  Then this episode is for you! In this 30 minute show, we break down our process for Cracking Copy, from planning to recording, editing to hosting and promotion to publishing. It's the second part of our 2 part mini-series on how we started the podcast and what's involved on a week by week basis. We also explore some of the key factors in determining what will make YOUR show a success, should you want to start your own podcast.    Know this - it's totally within your reach!  *************************************** LEARN HOW  Did you know we have created a fantastic short course for wannabe Indie Podcasters who want to learn the skills of podcasting for themselves? To whet your appetite we have a FREE masterclass taking place on Thursday 15 Feb, to kick off the launch.  Join us as we help you bring your inkling of an idea kicking and screaming into life.  We'll help you nail your concept and align it with your business goals.   It’s from 1-2pm GMT on Thursday 15th February. Register your interest HERE. You’ll then be on the list to receive all the details. We'll also be spilling the beans on our brand new 90 day program to Launch Your Indie Podcast.  It comes with 30 days of live support, accountability and weekly coaching to ensure that you have everything you need to get up and running on your very own podcasting journey. The course serves business owners, marketing managers and service providers who want to create their own podcast for themselves or their company.  It offers immense value for two distinct groups of people.  It's for YOU if you want to start your own podcast, AND it's for YOU if you want to learn the skills of podcasting so you can offer this as a service to your clients and colleagues. *********************************** Hop back to the previous episode (part 1 of Podcasting for Beginners) to discover: An overview of the podcasting industry, why it’s booming and the opportunities out there The challenges that you might face and how to overcome them Our podcasting story. An insight into why we started and how it’s going. It’s also ‘National Storytelling Week’ so it’s timely! Finding your why Your podcasting goals So tune in, sit back, listen, and let us know what you think of this episode and get in touch if you have great hooks to share with us. Do continue the conversation by leaving us a message and getting in touch. Contact deets below.   Resources   Free Podcasting Webinar Workshop 15/02/24 @1.00pm GMT, Launch Your Indie Podcast    Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee   Twitter @cracking_copy Facebook @crackingcopy 

Today’s episode of Cracking Copy is the first of a two-parter on podcasting for beginners.   It is a subject a little removed from our usual copywriting tips, however it has been and is, a great marketing tool for both of us and we wanted to share our own pod-story to hopefully inspire you to think seriously about whether you have a podcast in you too!   Cracking Copy is 18 months old now and we have learnt so much about this incredible medium and we want to share some insider tips with you from our audio broadcasting journey.   Why? Because if you’re anything like us, passionate about our craft and authentic community building, you are possibly a tiny bit curious about how podcasting works and if it’s worth it. You may have no idea what you might podcast about or maybe you’re brimming with ideas but you have an inkling that podcasting might be a good move for you.   In this first part episode we’re talking about:   An overview of the podcasting industry, why it’s booming and the opportunities out there The challenges that you might face and how to overcome them Our podcasting story. An insight into why we started and how it’s going. It’s also ‘National Storytelling Week’ so it’s timely! Finding your why Your podcasting goals   Next time in part 2 we are going into the nitty gritty of the production process: pre-planning, planning, recording, editing, publishing and promoting. We’ll also dive into audience and competitor research tactics, market research, content pillars and what we do! If you don’t want to miss out on the next episode, don’t forget to hit subscribe in your podcast player.   FREE WORKSHOP    If you are interested in exploring your podcasting ideas further we are hosting a free webinar workshop designed to help you work through what and how you might podcast. It’s from 1-2pm GMT on Thursday 15th February. Register your interest HERE.   So tune in, sit back, listen, and let us know what you think of this episode and get in touch if you have great hooks to share with us. Do continue the conversation by leaving us a message and getting in touch. Contact deets below.   Resources   Free Podcasting Webinar Workshop 15/02/24 @1.00pm GMT, Launch Your Indie Podcast    Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

In this episode, Ella sits down with a remarkable guest, Claire Cunningham, a former school teacher turned copywriter, who not only cracked the code to writing captivating copy but also expanded her skills to specialise in website and UX copywriting. It’s another dive deep into the world of writing that sells, persuades, and connects.    In this 30-minute episode you will learn:   ✔️ Why writers must consider the reader's journey as much as the message they deliver ✔️ How Claire pivoted from teaching to proofreading to powerhouse copywriting ✔️ What a great user experience journey looks like ✔️ Understanding the users journey via a well-known brand that has UX nailed  ✔️ How to figure out what a great UX journey looks like for your audience  ✔️How you can apply UX copywriting principles to your own business ⭐ Episode Highlights ⭐   Claire shares her inspiring journey from a humble start in proofreading to becoming a force in the world of copywriting. How did her teaching background shape her approach to crafting compelling narratives? Listen in to find out.   We explore the pivotal role of website and UX copy in creating an immersive online experience for users with real-life examples.   In an era where attention spans are shorter than ever, we emphasise the importance of considering the user's journey when crafting online content. Learn how to guide your readers seamlessly through your website while delivering a powerful message.   Claire breaks down the symbiotic relationship between user experience (UX) and copy. Discover how a well-crafted user experience can enhance the impact of your copy and drive meaningful engagement.   Whether you're a seasoned content creator or just starting out, Claire shares practical tips on how to integrate user experience considerations into your writing process. Uncover the secrets to keeping your audience engaged from the first click to the final call to action.   Join us for an eye-opening conversation that proves the power of words extends beyond the message itself. Elevate your copywriting game and enhance the online experience for your audience, so they come back time after time.    About Claire Cunningham   Claire is a UX-informed copywriter and mum from North East Scotland who is passionate about crafting engaging website copy that elevates user experiences. Specialising in aligning brand voice with user-friendly, conversion-focused content, Claire’s business, Word Craft, offers services including website copy, SEO-driven blogs, email campaigns and case studies. With a specialism in crafting strategic websites with a deep understanding of UX principles, Claire understands how words (and design!) are crucial in shaping user experience.  With a background as an English teacher and school leader, founding Word Craft was fuelled by a passion for refining ideas and messaging. Claire has a nurturing approach to supporting small business owners providing not just copy but the tools and strategies to empower their own content creation. Offering a flexible approach, no project is too small or too big — Claire offers tailored support to meet diverse needs.    Contact Claire   Website: www.wordcraftservices.co.uk Email: hello@wordcraftservices.co.uk Connect with her community on Instagram Connect with her on LinkedIn   Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

Reviews and testimonials only tell half of your customers’ stories. Having evidence-based case studies detailing how you helped a customer solve their problem is a highly effective marketing and lead-generation tool for your business. Today on the podcast, Minnie chats with Tam Henderson, founder of CopyKooks online school for copywriters, B2B copywriter and queen of case studies. In this 30-minute episode you will learn: ✔️ What we mean by a case study ✔️ Why businesses like yours should be using them ✔️ Where to use them ✔️ How to give them longevity and additional value through repurposing ✔️ The anatomy of a great case study ✔️ Tam’s top tips for researching and writing a case study Whether you are a copywriter looking for tips for writing case studies for clients or a business curious to understand why and how they could be making the most out of your customer stories OR perhaps you are interested in enrolling on one of Tam’s courses and want to know more, then today’s episode is for you.  About Tam Henderson  Tam runs an online school, CopyKooks, for freelance copywriters. She is also an expert copywriter specialising in business-building case studies. In addition, she is a course tutor on Udemy, an online platform, where you can buy her copywriting courses.  Contact Tam Website: https://www.copykooks.com/ Magic Emails Freebee Copywriting Courses on Udemy  Connect with her community on Facebook  Connect with her on LinkedIn Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

How much more productive could you be, or how empowered would you feel, if you had a coach or mentor to guide you? Ella Hoyos explores this topic with Dr. Nicole Janz, a seasoned writing coach, and the mastermind behind a groundbreaking tool for writers.  This episode is for you if you’ve ever struggled in writing alone.  We talk about some of the simple but genius ways to build your writing muscles, overcome writing blocks, set effective goals and build a sustainable writing routine. The show unlocks a bundle of writing insights you may not have considered before. Tune in to reveal:   The Mystery of Three Writing Hats Nicole introduces an intriguing concept - three writing hats. Discover how the three hats hold the key to unlocking productivity and enhancing your writing journey. What are these hats, and how can they transform your writing process?   A Vision for Your Writing Future Explore the power of having a vision for your writing future. Delve into its role in providing motivation and guidance. How does envisioning your writing future impact your daily writing routine, and what secrets does it hold for your success?   A Practical Planning Toolkit Uncover the origin story of a revolutionary tool for writers—the Write Habit Planner. More than just a planner, it promises to go beyond traditional methods.  You’ll find out what prompts it offers, and how it can foster a sense of community among writers.   Navigating the Writing Challenge Maze We talk about the benefits and potential pitfalls of writing challenges and sprints. What are the hidden challenges writers might face, and how mindfulness and self-awareness can play a role in navigating these hurdles.   Transforming into Your Future Self Take inspiration from Nicole's vision of her future self. What does a life with more published books, increased creative time, and peace of mind look like? How did she transition from burnout to finding serenity in sharing valuable insights?   —   About Our Guest   Dr Nicole Janz empowers authors to bring their impactful non-fiction stories to life. With a rich background in journalism, academia, and coaching, she passionately believes in the transformative power of writing to make a profound impact on the world. She’s the author of The Write Habit Planner - a productivity planner and workbook for writers to beat procrastination, www.thewritehabitplanner.com   Resources:   Buy the Write Habit Planner on Amazon   📍 Connect with Dr Nicole Janz: [Website] www.nicolejanz.com [LinkedIn] https://www.linkedin.com/in/nicolejanz [X] https://twitter.com/camwritinghub   Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee    

Today we are keeping it brief in our new series of shorts with a 20-minute episode on hooks and tips on how to hook your ideal customer.   What do we mean by a hook?   Well, Ella and Minnie are talking about the golden words that stop your ideal customer in their scrolling tracks. You have a momentary window of time to persuade someone to stop and find out more about you and your product or service.    We look at: The anatomy of a hook The types of hooks you can think about using And we look at where you can use them.   Whether you are struggling to craft great hooks for your business or rocking hooks but could do with a refresher or perhaps some new ideas, today’s episode is for you.   So tune in, sit back, listen, and let us know what you think of this episode and get in touch if you have great hooks to share with us. Do continue the conversation by leaving us a message and getting in touch. Contact deets below.   Resources   Book: Brendan Cane, Hook Point Kieran Drew, creator on X/Twitter  Niall Harbison (street dog rescuer in Thailand) on Instagram and X/Twitter   Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

It’s been said that everyone has a book inside them.   But how many of us take up that challenge?    In this week’s episode, Minnie talks to the wonderful Emma Simpson, who did just that and gave up her high-paid job to be a full-time writer.   Emma talks candidly about how and why she decided to be a writer of narrative non-fiction. She highlights the joy of being able to gather and share the stories of others and weave this into her own, very personal journey.   Emma talks about what’s important to her, what inspires her and how she connects with her audience through her authentic, insightful and beautiful writing, helping people feel uplifted and less alone.    She also talks about her creative process and regularly publishes new work on her Substack, Lemon Soul. And she spills the beans on whether there’s money to be made blogging.   Her first book, Breaking Waves, will be published soon, and she gives an overview of other books in the pipeline.   Whether you are an aspiring author, you want to know if it’s possible to make a living writing, or you just want to listen to a wonderfully inspiring conversation with an incredible writer, then today’s episode is for you.    About Emma Simpson   Emma is a wild swimmer and lifelong hobbyist writer specialising in narrative non-fiction, and now a full-time writer.  She spent two decades in a career as an air traffic controller. After experiencing two life-wrenching events, she rediscovered her pen and her passion for storytelling while discovering how transformational cold-water swimming was for her health, wellbeing, and sense of connection with the world. Emma is also trained in coaching psychology, and combines her years as an observer of human behaviour in high-stress environments with a love for listening to people’s tales around the shores of a lake; a mug of steaming hot tea in hand.    Her first book, Breaking Waves, to be published soon, is an exploration into the primal powers of femininity and water; with stories gathered from around the world that demonstrate the power of connection and humanity in an increasingly crazy society.    Contact Emma Website: https://emmasimpsonauthor.com/ Read and subscribe to her Substack Blog -  Lemon Soul Connect with her on Instagram    Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

How do you know if what you read online is honest and true? This week Ella and Minnie are talking lies damned lies, misinformation, exaggeration and distrust. And how you can write and show up to build trust and be authentic with your audience. In a world where there is a general distrust of everything from government to media to products and services being sold online, it has become more important for honest and good businesses to be seen and to succeed. In this episode we cover  Ways to build trust with your writing online How you can prove that you are who you say you are  And that your products/services are as good as you claim Ways to collate evidence to back up your words   We will cover these points and more. Whether you are rocking it with authentic content, or are wanting a reminder or perhaps some new tips, today’s episode is for you. So tune in, sit back, listen, and let us know what you think of this episode and if you have tips of your own to add. Do continue the conversation by leaving us a message and getting in touch. Contact deets below.   Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

  This week Ella and Minnie are talking funnels.     Whut?!   We’re not talking tubes and pipes that guide liquid into small openings. Or metal chimneys on ships and steam engines. We’re discussing the Sales Funnel, the journey potential customers go through on the way to purchasing a product or service.   In this episode we cover: What the devil is a sales funnel? An overview of writing for funnels How your messaging needs to adapt at each stage of the customer journey A walk-through of a real-life case study to demonstrate how a funnel works Key pointers for you to think about when coming up with your own funnel strategy   We will cover these points and more, including dog robes which make the perfect Christmas gift for your pampered pooches. And why Minnie is a sucker for a Black Friday sale.   Whether you are new to funnels, want a reminder or perhaps some new tips, today’s episode is for you.   So tune in, sit back, listen, and let us know what you think of this episode and our take. Do continue the conversation by leaving us a message and getting in touch. Contact deets below.   Resources   Funnel Experts:   Paula Tadzic www.magictadzic.com Amy Green www.happyfunnels.co.uk Funnel Gorgeous www.funnelgorgeous.com     Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee  

Meet Sylva - a translator, journalist and author who has a gift for finding the silver-lining in every situation despite facing some major life blows.   You’ll hear about a recent devastating loss which has seen her having to rehome her business and start again in a new place, building new clients and contacts.  While this might have served a crushing defeat to some business owners, Sylva’s skills as a freedom-seeking freelancer has enabled her to weather the storms and even provide fuel for the storytelling on her podcast, Live From Suckville. In a plot twist the show deviates from its original theme, as Ella follows her curiosity about what happened next after a major flood washed away Sylva’s home and village. The intention was to talk about her work as a translator in Italy, for our series on specialist writing, but the story leads down an intriguing new path, as all the best ones do.     In this episode you’ll learn:  How to make an opportunity out of a crisis The three things that were salvaged during the flood What it's like to be a digital nomad Methods for pitching so that the work never dries up Finding humour and gratitude every day Steps on the journey to becoming a published author   Buckle up for a beautiful show.    About Sylva Sylva Florence has a journalism degree from James Madison University that she has put to good use over a decade of freelance editing and contributing. After moving to Italy in 2018, she also became an English as a Second Language teacher, interpreter, and translator (Italian–English). In her free time, Sylva can often be found travelling, cycling or combining the two. After returning from a solo, 4,000-mile bike trip across America, she was interviewed by many podcasts, including The Loud Women's Club, The Pedalshift Project, and The Murphology Podcast. She is also trying to publish a memoir about her experience crossing the US by bike. In January of 2022, Sylva created and now hosts her own podcast, "Live From Suckville." To hear Sylva's moving account about the Flood that destroyed her home, listen to the full story on Spotify, Apple or wherever you get your podcasts (Season 2, Ep.5)   Website: https://livefromsuckville.godaddysites.com/ Facebook: https://www.facebook.com/livefromsuckville Instagram: @livefromsuckville   Resources Sign up for the email community here for exclusive content, podcast reminders and Three Ways to Be More Courageous (downloadable PDF)   If you like this show please rate and review and recommend to others.  Otherwise let us know what you think of it by sending us a message. We are all about supporting small business owners and entrepreneurs to improve your writing.   Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee  

In this episode, Minnie talks to Susan Payton, business storytelling expert and bestselling author of The Business of Stories.   In this 40-minute episode, Susan explains her framework for business storytelling. With careful prompting, you will understand that you have hundreds of wonderful stories to tell (even if you don’t know it yet!).   We discuss why we should be telling stories and how to weave them successfully into your marketing.   Susan explains The Circles of Storytelling Magic and how to harness storytelling to find a deep connection with your ideal customer. Also, we discuss where to use your stories. Hint: everywhere!   If you are curious as to how to recognise and record powerful stories when they come to mind, Susan shares her tips.   We review her bestselling book (which is much more than a book), her hugely successful course and upcoming Storytelling Challenge.   Whether you are already using stories or unsure where to start, tune in for this valuable and informative episode. Grab a coffee and let’s dive in! Hey, have you heard…?   Have you ever thought about hosting a podcast?  If podcasting is on your to-do list, we have exciting news. In September we are hosting a free three-day challenge. The challenge will allow you to explore whether you have a podcast in you, what format and genre it might take, and who might listen and you’ll be able to map out your first few episodes.    You will then have the chance to enrol on our Launch Your Indie Podcast course this autumn which will give you all the knowledge and confidence you need to get your show up and running. Sign up here to get on our waiting list and we will let you know all the details towards the end of the summer.   Let us know what you think of this episode. Please rate and review and recommend to others. We love helping small business owners and entrepreneurs improve their writing.   About Susan Payton   Susan is a storytelling expert and author of the bestselling book The Business of Stories   Website  www.thebusinessofstories.com   Upcoming 5-day challenge: www.thebusinessofstories.com/5daychallenge    Socials:    Linked in: https://www.linkedin.com/in/susanpaytonuk/    Facebook: https://www.facebook.com/SusanPaytonUK/   Business of Stories is available from most retailers. Here’s the Amazon link!       Resources   Waiting List for Launch Your Indie Podcast   Contact us   Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.   Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee

In this episode, Ella Hoyos talks to Eloise Leeson to explore the fascinating field of linguistics.  This show is for you if you want people to understand exactly what you mean when you say it.   Linguistics is the study of language. It’s all about getting your message across intentionally and clearly so that you can improve your business communications.  It will help you to become better understood in the workplace and beyond.   Find out how Eloise uses linguistics to help her corporate clients become better connected.  You’ll hear how corporate communications ecosystems and unspoken workplace cultures can result in misunderstanding, even if you’re playing for the same team and striving to reach a common goal.   We talk about how linguistics helps you to read between the lines of what’s really going on.  Eloise gives an example of how to recognise bias and harmful inference in the media and online content that we consume so much of. You’ll also hear how improving readability and accessibility are core components of Eloise’s work.   She shares a number of brilliant tips for small business owners, marketers and writers who want to be seen and heard while staying relevant and understood in the marketplace. And finally there’s the golden rule about why you shouldn't wee on your copy! Hey, have you heard…? Have you ever thought about hosting a podcast?  If podcasting is on your to-do list, we have exciting news for you. In September we are hosting a free three-day challenge. The challenge will give you the chance to explore whether you have a podcast in you, what format and genre it might take, and who might listen and you’ll be able to map out your first few episodes.  You will then have the chance to enrol on our Launch Your Indie Podcast course this autumn which will give you all the knowledge and confidence you need to get your show up and running. Sign up here to get on our waiting list and we will let you know all the details towards the end of the summer. Let us know what you think of this episode. Please rate and review and recommend to others. We love helping small business owners and entrepreneurs improve their writing.   About Eloise Leeson Eloise Leeson is a Strategic Linguistic Consultant, and Founder of Olim, a communications consultancy that works with companies around the world to close the gap between what they think they’re saying, and what is actually being received by their customers. With a focus on data-driven linguistic insights, language consciousness, and critical discourse analysis, Eloise’s work helps companies to better engage audiences of all kinds. From publicly-funded specialised UN agencies to private companies like Experian and Capgemini, Olim helps to steer strategy, provide insight, and create clarity for businesses that understand the importance of effective, engaging communication from the outset.  www.olimcomms.com    Resources Hop onboard to Launch Your Indie Podcast Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     You can also find us at:   Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes   LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride   Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.   Support this podcast!   If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee  

Ella and Minnie look back over the last year since launching the Cracking Copy Podcast. And we ask the question… Do you have a podcast in you? We interview each other about our top takeaways from the experience, what we’ve learnt and our thoughts on podcasting as a marketing medium. It’s a candid insight into how we ‘fell into’ the industry, why we love it and the benefits that podcasting has given us. It’s a must-listen if launching a podcast is on your things-to-do list. If podcasting is something you are considering, we have BRILLIANT NEWS! In September we are hosting a free three-day challenge. The challenge will give you the chance to explore whether you have a podcast in you, what format and genre it might take, and who might listen and you’ll be able to map out your first few episodes. You will then have the chance to enrol on our October Launch Your Indie Podcast course which will give you the knowledge and confidence to get started. Sign up here to get on our waiting list and we will let you know all the details towards the end of the summer. Let us know what you think of this episode. Please rate and review and recommend to others. We love helping small business owners and entrepreneurs improve their writing. Resources Waiting List for Launch Your Indie Podcast Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy ➡️ Share this podcast with someone who’ll find it useful You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business. Support this podcast! If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :) Buy me a coffee

Show Notes - Cracking Copy Episode 21 - Magic Messaging Why you need a messaging strategy and how to build one Minnie and Ella are today tackling the HUGE subject of marketing messaging. We look at: Why you need a good messaging strategy and How to go about researching and creating one From our own experiences and knowledge, we give you an overview of messaging, what we mean by it and the importance of coherent and magnetic messaging so you and your brand can stand out in the sea of noise. We outline the 5 step process to creating your brand messaging strategy and the 12 key components for this messaging playbook. This episode is a belter if you want a whistlestop overview of this important topic. It’s a fabulous tutorial, packed full of valuable tips. You might need a pen this time to make notes! Let us know what you think of this episode. Please rate and review and recommend to others. It is great to feel that we are helping small business owners and entrepreneurs improve their writing. Resources Isle of Wight Tomatoes on Instagram Contact usPlease drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy ➡️ Share this podcast with someone who’ll find it useful You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business. Support this podcast! If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :) Buy me a coffee   oXQxo8dOyxkVVfJ4uT1K

Minnie talks to CJ from Vibing Social, a Meta ads specialist about what’s working right now on Facebook and Instagram. Tune in if you’re new to ads and are thinking of FB and Instagram ads as part of your marketing strategy. Or, you may already be using them and are after some tips. CJ also discusses how to troubleshoot underperforming ads and what you need to do to set yourself up for success. Minnie is ads trained for Pinterest but learns from CJ that Meta is a different kettle of fish due to its forever-changing platform and complexity. Also, we discuss the importance of great copy as a key component to ads success, what else you need to have in place and how vital it is that you know what you’re doing in order to get optimum return on your ad spend (ROAS). It’s a great introduction to ads on the Meta platforms so grab a cuppa, settle down and enjoy. Please drop us a review and let us know what you thought of this episode! About Our Guest: CJ Sinclair is a Meta Ads Specialist (Facebook and Instagram) who primarily works with e-commerce brands. As a psychologist, she happily admits to being a ‘data geek’ and absolutely loves what she does. In addition to managing client accounts, CJ also offers 1:1 and group training as well as consultancy. She also manages a free ads support Facebook group exclusively for e-commerce businesses. Contact CJ: Website: www.vibingsocial.co.uk Instagram: https://www.instagram.com/vibingsocial_/ Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy ➡️ Share this podcast with someone who’ll find it useful You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business. Support this podcast! If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :) Buy me a coffee

It's an extra juicy show as Ella Hoyos talks to Brittany McBean about pricing for copywriters. We dig into what makes a premium client experience that commands high prices and delivers top kudos, in this hour-long episode. Tune in if you’re a freelance copywriter looking to break out of feast and famine mode, and ready to scale up your business profitability.   We start with the spark that kicked things off Brittany & Ella in their copywriting careers. Brittany lays bare the struggle of the early years and the "obnoxious" story of how her business grew from generating $11k to $186 in a single year. You’ll hear how she’s been riding the wave ever since. We talk about the perspective shift needed for copywriters who unwittingly limit their earning potential. What have cars got to do with copywriting? You’ll discover the ‘Buying a Car vs Mechanic mindset’, that is likely keeping you stuck. And you’ll get more than a sneak peak inside Brittany’s course, The Five Figure Leap. This is a programme designed to help freelance businesses and micro agencies provide a super smooth client experience, and develop lead-generation strategies to seek and attract top tier clients. BONUS OFFER: For May 2023 only, Brittany is throwing her doors open wide to welcome people inside her programme - The Five Figure Leap . This is a great opportunity not to be missed! Resources: Your FREE pass to The Five Figure Leap Open House, valid throughout May 2023 Find out more about The Five Figure Leap here. About Our Guest: Brittany McBean is a launch strategist & conversion copywriter who specializes in anti-sleazy, audience-focused, high-converting copy for online entrepreneurs & educators. She believes that Black lives matter now and always, marketing needs to help, not harm, and that it's our responsibility to use our voice to build up, magnify, and support historically & systemically marginalized people. Through her research-based strategy and copy, she helps industry leaders like Rick Mulready, Brandi Mowles, and Lattice Hudson run multi 6 & 7-figure launches & funnels through clear messaging and anti-manipulative marketing practices. She'll talk just to hear herself talk, but you'll get the least nonsense out of her when talking about what's-working-now marketing & launch strategies, copywriting & messaging, and her journey with infertility & mental health. She believes in the Oxford comma and will fight you on it. Contact Brittany: Website: https://brittanymcbean.com/ Instagram: www.instagram.com/brittanylmcbean/ Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy ➡️ Share this podcast with someone who’ll find it useful You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business. Support this podcast! If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :) Buy me a coffee 

In this episode, host Ella Hoyos talks to Nikki Trailor, a seasoned launch copywriter, to uncover the 3 key things you need for a successful live launch. Tune in if you’re a copywriter, course creator or online business owner who wants to optimise your copy and launch strategy for more sales success in 2023. Nikki shares her journey to becoming a specialist launch copywriter, following a pre-pandemic career in travel and tourism. You’ll hear about her work on a recent six-figure launch success for a productivity coaching couple. She reveals how she helped her client, the Lifehack Method, get great results after raising the ticket price of their programme by $2,500. And you’ll also get 3 tasty takeaways for your next launch. So take a break and listen as we talk about launches, the importance of offers, nurturing your audience and writing stellar sales pages. As always, we’d love to know what you think of this episode. Please leave a review or continue the conversation by getting in touch. Contact deets below. Resources: Get your free Launch Goal Calculator here About Our Guest: Nikki is a copywriter + brand voice strategist who works with unapologetic business owners who are ready to unleash their true personality to make more sales. She creates powerful brand voice guides and sales copy that shows off her clients' unique personality, commands the attention of their ideal customers, and converts them into paying ones. All with a fast turnaround. She's trained in conversion copywriting with some of the best copywriters in the biz, learning how to deliver impact for her clients with her signature cocktail of personality-driven copy and ethical persuasion principles. When she's not busy writing or whipping up brand voice guides, you'll find her out exploring the world (probably Mexico) or dancing Cuban-style on a stage somewhere in London. Contact Nikki: Website: www.nikkitrailor.com Instagram: instagram.com/nikki_trailor Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy ➡️ Share this podcast with someone who’ll find it useful You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business. Support this podcast! If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :) Buy me a coffee 

Today we are talking about social media bios.What do we mean by a bio? (biography). Well, we’re talking about the personal information that you see on your social media profiles. You know, that tiny amount of space at the top with a ridiculously low character count where you have to grab attention, get across your value proposition, what you want the reader to do and be so magnetically brilliant that they will do whatever you have asked. No mean feat! So we are going to be discussing what you can do to achieve bio nirvana. Because when was the last time your bios had a spring clean? We have gone all generous and created a FREE Brilliant Bio Checklist with all the actionable tips from today’s podcast. The link is in the resources below. So tune in, sit back and listen and let us know what you think of this episode. Continue the conversation by leaving us a message and getting in touch on our socials. Contact deets below. Resources: Get your free Brilliant Bio Checklist here Link apps include: Linktree, AllMyLinks, Card, Link Hubb, Linkkie and Taplink amongst others Company bios we discuss: Hubspot LinkedIn here Sainsbury's LinkedIn Twitter Morrisons LinkedIn Twitter Aldi LinkedIn Twitter Waitrose LinkedIn Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover. Twitter @cracking_copy Facebook @crackingcopy ➡️ Share this podcast with someone who’ll find it useful You can also find us at: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes LinkedIn: Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business. Support this podcast! If you found this episode helpful you can show your appreciation by making a donation! This helps offset the costs of producing the show and we’ll love you for it :) Buy me a coffee