Cracking Copy

Today we're talking to the innovative Jon Gillham about the unavoidable buzz of AI and whether it has an honourable place in marketing and copywriting.   AI’s dramatic increase in global use across many industries is resulting in more AI generated copy than ever before. How can we be sure the copy we’re reading is original and authentic?    This is where AI detection tools come in. Jon Gillham is the CEO and founder of Originality.AI, a tool that detects if you are a copy writer or an authentic talent.   In this episode, Jon gives his valuable insights on:   How Origniality.AI is used to check for plagiarism via a confidence score Issues that come with passing off AI generated content as if it were original work The risk of factual accuracy when using AI tools Whether AI is endangering the craft of copywriting How important is it that the content we read online is 100% original anyway?   With AI on the rise, this isn’t one to miss! Tune in, pick a side and make sure to continue the conversation with friends, family and colleagues.   See our contact deets below to get in touch about your thoughts and feelings on AI generated copy, we’d love to know!   Resources   The AI tools mentioned in this episode include Jasper.AI, ChatGPT, Google’s Gemini, Grammarly and, of course, Originality.AI.   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 -

In this episode, episode 4 of our AI series for copywriters or anyone who writes business copy, we’re cutting through the jazz hands and hype to talk about the real skills copywriters need to stay sharp in an AI-assisted world. Spoiler: tools are only half the story. Here’s what you’ll walk away with: The 4 must-have skills to future-proof your copy career (yep, beyond prompt-engineering) if you’re a copywriter or skills you need to develop fast if you write copy for your own business Why average AI copy doesn’t cut it – and how to inject actual emotional punch How to work with AI without losing your voice, strategy or spark Practical ways to upskill and stay ahead (without burning out or turning robotic) Whether you’re already experimenting with AI or still side-eyeing it from afar, this episode is your no-fluff guide to writing better for your business – not replacing and outsourcing it to robots.   Resources   World Economic Forum - Emerging and Core Skills in 2030: See Extract from Future of Jobs 2025 Report by WEF   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  

Listen up as Minnie and Ella discuss the challenges and opportunities of using AI in copywriting. This episode is for you if you are figuring out how to maintain your authentic brand voice while leveraging AI for efficiency.    You'll hear a working example as they demonstrate specific case study to highlight the differences of human writing vs AI text.  You'll also get the hot take from two pro copywriters on the strengths and weaknesses of AI in capturing emotional connections and unique brand identities.    Is AI simply a tool to assist you in writing first drafts for your business, or is it strong enough to be a complete replacement for a copywriter?     In this episode, you get to decide.   But in our opinion?  It's a no-brainer!  There's a non-negotiable need for skilled human input to refine AI-generated content so that it truly resonates with customers.   Listen in to find out why.   Resources: World Economic Forum - Emerging and Core Skills in 2030:See Extract from Future of Jobs 2025 Report by WEF   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 :)   

AI Meets Copy: Productivity Hacks That Still Feel Human In this episode of Cracking Copy, Ella and Minnie explore how generative AI can streamline your writing workflow—without losing the human touch. From brainstorming ideas and building content outlines to refining drafts and automating repetitive tasks, we look at where AI can genuinely boost productivity for copywriters, marketers, and business owners alike. We also get into practical examples and tools—like ChatGPT, DeepSeek, and Google Gemini—and how they can help you write faster and smarter. But while these tools are great for generating content quickly, they still need a skilled human to shape, edit, and add the creative flair that makes copy resonate. This episode is packed with real-world tips on how to work with AI, not against it—so you can get more done, keep your voice intact, and stay competitive in a fast-evolving content world.   Resources   WriterZen - find out more here AI Comparison Site - There’s an AI for That - find out more here   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.

In this kickoff episode of our AI and Copywriting mini-series, expert copywriters Ella and Minnie explore the booming world of AI copywriting tools—like ChatGPT, Jasper, and Copy.ai—and unpack whether they’re truly revolutionary or just clever tech hype.   We dive into how generative AI has gone from novelty to necessity since 2022, with tools now streamlining content creation across websites, emails, and ads. But with rapid advancement comes real concerns: job displacement, intellectual property, and the ever-pressing question—can AI match human creativity?   Ella and Minnie explore the strengths of these tools (speed, efficiency, idea generation) alongside their flaws (lack of emotional intelligence, nuance, and originality). They test prompts live, showing how AI can be a great jumpstart—but often needs human refinement to truly shine.   We also cover popular AI writing tools like Claude, Deepseek, Writesonic, and Perplexity, offering tips on how to choose the right one based on your goals and budget.   The takeaway? It’s not “AI vs. human copywriters”—it’s “AI with human copywriters.” AI is a tool, not a replacement. Strategic, persuasive storytelling still relies on the human touch.   This episode sets the stage for the rest of our AI series, where we’ll dig into productivity, the human voice, ethical concerns, and how to future-proof your copywriting career.   Tune in, subscribe, and join us as we navigate the ever-evolving landscape of copywriting and AI—together.   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.   Suppo...

In this episode, Ella is joined by tech automation expert Nicola Walsh, founder of This Mum Loves Tech, to explore how automation and AI can revolutionise not just business operations, but also copywriting workflows. The best written sales copy won't sell if the tech isn't set up correctly, the funnel is broken or the emails are not firing right. Copywriters know that they need to minimise friction in the sales process for best results. We need to make it as easy and seamless as possible for customers to complete the action we want them to do, whether that's sign up for a newsletter, download a freebie or place an order.  And while copywriters can sell the benefits of whats being sold, the tech underpins it all.  If a prospect wants to take the next step but finds that they can't, we can easily lose them. Nicola shares her favorite tools for scheduling, payments, and AI-assisted note-taking, as well as her strategies for growing a business on a budget. Whether you’re a busy business owner or a copywriter looking to streamline content creation, this episode is packed with brilliant nuggets of wisdom. What You’ll Learn in This Episode: The benefits of using an online booking system to eliminate back-and-forth scheduling, freeing up time for writing and strategy. How automated payments can help copywriters and business owners get paid faster without constant follow-ups. The power of AI note-taking tools like Fathom and Otter for client calls, helping copywriters capture important details effortlessly. How Nicola uses AI tools like ChatGPT to repurpose content efficiently, turning transcripts into blog posts and show notes. Why automation is essential for business scalability—and how it can give copywriters more time for creativity. Nicola’s go-to tech stack for running a business affordably while maximizing efficiency. Resources & Tools Mentioned: Online booking tools: Calendly, TidyCal Payment integrations: Stripe, PayPal, ThriveCart AI note-takers: Fathom, Otter AI for content creation: ChatGPT Connect with Nicola: Join the This Mum Loves Tech Facebook community here Explore her membership and courses here Don’t Miss Our AI Copywriting Mini-Series!We’ve got an exciting series coming up all about AI tools for copywriters—stay tuned for expert tips on integrating AI in...

Scaling a business isn’t just about landing more clients - it’s about having the right systems in place to support your growth without burning out. That’s why today, I’m speaking with Sandra Booker, the Fractional COO to the Copywriting elite, and a business choreography master who helps ambitious founders streamline their backend operations so they can scale sustainably—without chaos. If you’ve ever felt like you’re constantly reinventing the wheel in your business, drowning in admin, or unsure how to delegate effectively, this episode is a must-listen. In this episode, Sandra and I cover: ✅ The mistakes that keeps copywriters stuck in feast-or-famine mode ✅ How to document workflows to free up your time and make hiring easier ✅ Simple tools (like Loom & AI-powered systems) that can automate and streamline your processes ✅ Why a time study could be your biggest growth accelerator ✅ The biggest scaling traps that entrepreneurs fall into—and how to avoid them If you’re ready to stop running your business on duct tape and start building a scalable, grown-up copywriting business, hit play now.  Don't forget to subscribe to Cracking Copy for more episodes filled with valuable tips and inspiration for writers in business. Resources Get your free 2 week Time Tracker study here. Contact Sandra Booker Visit Sandra's website at [sidekickcoo.com](http://sidekickcoo.com) and follow her on Instagram @sidekickcoo for more insights and resources. Contact us We’d love to hear your thoughts on this episode! Please drop us a voice note at memo.fm/crackingcopy and let us know what topics you'd like us to cover next. Connect with us on social media: Instagram: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writesTwitter: @cracking_copy Facebook: @crackingcopy ➡️ Share this podcast with someone who’ll find it useful!

This episode of Cracking Copy focuses on the importance of creating marketing materials with consideration for accessibility, user experience (UX) and neurodiversity.   Ella talks to Caroline Vermeulen, a graphic designer and branding specialist. Caroline’s work in accessibility, including experience with visual impairments, colour blindness, dyslexia, and learning about endometriosis and ADHD, has shaped her approach to design. These experiences fuelled her empathy and reinforced her belief in designing with intention.   Understanding accessibility and knowledge-sharing between a symbiotic relationship of designer, copywriter and business owner, can ensure inclusive design practices are easily implemented. So if you’re not already putting mindful design into action, this episode may be a lightbulb moment.   Let us know what you think about this episode or if you have any questions get in touch with Caroline, Ella or Minnie via the contact channels below.   Don't forget to subscribe to Cracking Copy for more episodes filled with golden nuggets and inspiration for writers in business.  Contact Caroline   https://mysteryhare.com/   Caroline Vermeulen Graphic Designer  |  Brand Specialist   |  caroline@mysteryhare.com  |  07525 246 734  |  mysteryhare.com Contact Caroline by email here 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 -

Picture this: you're slumped in your cubicle, encased by soul-crushing blue felt walls, staring at a blank screen. Another day, another thrilling attempt to “leverage a strategic approach” to funnel leads and convert them into buyers of your iconic English Test product.   Now scrap that depressing scene - rip it up and bin it!  Because some companies? They do things differently...   Ella Hoyos welcomes Rachel Exton, Vice President of Marketing at Pearson, to Cracking Copy talk about the transformation that comes from ditching corporate speak and tuning in with the natural language of your customers.   Rachel shares her inspiring journey from Dyson to Pearson and delves into the mission of making English language learning accessible worldwide. Discover how Rachel's passion for storytelling and simple, relatable language drives engagement and conversion.   In this episode, Rachel discusses the power of reframing marketing jargon into consumer-friendly language, drawing from her experiences at Pearson. You’ll hear about the innovative 'help me discover, choose, buy, stay' model and its impact on creating genuine connections with consumers.    Rachel also shares insights into the transformative shift from calls to action to calls to outcome, highlighting the importance of putting the consumer first.   Whether you're a small business owner or part of a large corporate team, Rachel's practical tips on storytelling, market research, and simplifying strategies offer valuable takeaways for all. Tune in to explore how universal principles of effective communication can be applied across different scales and industries. Don't forget to subscribe to Cracking Copy for more episodes filled with golden nuggets and inspiration for writers in business. Stay tuned for future episodes by hitting subscribe and check out our show notes for additional resources. Contact Rachel Exton    Connect with Rachel on LinkedIn https://www.linkedin.com/in/rachel-exton-56796b2b/ 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 -

In Episode 4 of our mini-series on writing copy for your website, Ella Hoyos talks with Linda Melone, an award-winning health and fitness copywriter. Linda shares her journey of crafting and optimizing website copy, emphasizing the importance of treating writing and editing as separate processes.    Together, they explore seven essential copy checkpoints to ensure your content is polished and ready to publish.   Listen as we delve into the nuances of editing copy, the impact of clichés, and the art of maintaining voice and tone consistency. Discover how to make your copy clear, engaging, and conversion-ready. Linda also shares insights from her extensive career, offering practical tips and takeaways for creative entrepreneurs and savvy business owners looking to enhance their copywriting skills.   - Introduction to Linda Malone and her journey in copywriting - The importance of separating writing and editing processes - Seven copy checkpoints for effective editing - The impact of clichés and maintaining originality - Ensuring clarity and consistency in voice and tone - Using testimonials and emotional triggers for engagement - Structuring your website for optimal user experience - Linda's resources and services for copy optimization   Be sure to subscribe to Cracking Copy for more episodes filled with expert advice and writing inspiration.   Contact Linda   Connect with Linda Melone on LinkedIn Explore her website, The Copy Worx https://thecopyworx.com, for more insights and free resources   Contact us Please drop us a voice note at memo.fm/crackingcopy and let us know what you think of this episode, or what topics you'd like to hear about.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. Hang out with us on social, here: Ella Hoyos - @flurrymarketing Minnie McBride - @minnie__writes Ella Hoyos - https://www.linkedin.com/in/ellahoyos Minnie McBride - https://www.linkedin.com/in/minniemcbride Twitter @cracking_copy Facebook @crackingcopy    ➡️  Share this podcast with someone who’ll find it useful     Support this podcast!   If you found this episode helpful you can show your appreciation by making a 

Welcome to Episode 3 in our writing for websites series. In this episode we are looking at the three essential pages of your website. The welcome or home page, your about page and the contact page.   This episode follows on from our previous 2 episodes in this series.   Every company is different so the pages will vary from business to business but there are three pages that are really non negotiable for any business whether you are product, service, community or resources website..   The three essential pages are:   The Welcome/Home page The nerve centre of your site How can you make it informative, compelling and generate leads?   Your About Page Your secret weapon - what’s the secret to writing a killer About Page?    Your Contact Page. Why just a link isn’t enough. How can you make it a converting page?   Are you making the most of these pages? If you are looking for tips on how best to maximise the effectiveness of your website then this episode is for you.   Resources    Cracking Copy Episode on storytelling with bestselling author of The Business of Stories, Susan Payton - Unlock the Power of Storytelling for your business (August 2023)   To combine the personalised touch of human face-to-face interactions with the efficiency of automation Ella mentioned VideoAsk as an option 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 second episode in our Writing for Websites Series, we are going to give you some tips on how to ensure that the copy in your website will align with your target audience.   We will be covering   Revisiting your website’s purpose  Your target audience and how to craft your writing to different personas/decision makers The visitor journey through your website pages UX - User Experience User Testing and why this is a good idea Don’t forget, we’re going to release new episodes in this Writing for Websites Series fortnightly so don’t forget to hit subscribe to ensure you don’t miss an episode.   We will be deep diving into topics including SEO, User Experience, what you need to think about including in your essential pages and lots more. If you’re looking to revamp or completely redo your website THIS SERIES IS FOR YOU! Resources    Cracking Copy Episode with Claire Cunningham - UX Writing for a Great User Experience (January 2024)   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 is the first episode in our series about writing websites.   How do you know if you even need a website in the first place?   This episode still applies if you don’t yet have a website because we are going to be discussing:   Why you need one The signs to look for that indicate it's time to review your copy if you’ve had one for a while. Why is it important to keep it up to date? Why you might need to hire a pro copywriter And we are going to talk about a checklist of what you might want your website to contain This new series will be invaluable in helping you focus on one of the most important marketing assets in your business.    We will release episodes fortnightly so don’t forget to hit subscribe to ensure you don’t miss an episode.   We will be deep-diving into topics including SEO, UX (User Experience), what you need to think about including in your essential pages and lots more. If you’re looking to revamp or completely redo your website THIS SERIES IS FOR YOU! Resources  Many wireframe templates can be found in Google search but you can check out: Miro Figma   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

Do you know what the most profitable levers and high leverage activities are in your business?  The answer might surprise you - especially when you are consumed with the day to day operations, so busy with clients & delivery that you've lost focus on your ROI. In this episode, Ella Hoyos gets chatty with Frenchie Ferenczi, a seasoned revenue strategist and business consultant. Frenchie has some brilliant insights on optimising revenue pathways for copywriters and business owners.   She shares strategies that will keep your eyes on the money so you can grow a sustainable business.  This one's for you if you're ready to maximise your financial impact without the hustle and grind. We delve into: The concept of "staying close to the money" and how it can revolutionise your business approach Common financial pitfalls creatives face and strategies to avoid them The importance of tracking income streams and planning for future business health Utilising marketing levers beyond lead generation to enhance business growth Setting up pricing and business models to maximise profitability Frenchie also shares practical tips on leveraging existing networks and customer relationships, allowing you to work smarter, not harder. Whether you're a seasoned entrepreneur or just starting out, these insights will help you navigate the complexities of running a successful business. About Frenchie  Frenchie Ferenczi is a business consultant and advisor who helps founders, creatives, and business leaders optimize their path to revenue and impact. Frenchie’s mission is to build thriving business leaders who get meaningful results, leave a mark on others, and feel proud of their work daily. In her career, Frenchie has scaled $100 million businesses like The Wing, managed teams of over 50 people, and mentored 1000+ entrepreneurs. Frenchie has been featured in Forbes and Fast Company, among others and lives in New York City. Contact Frenchie: Website: https://www.frenchieferenczi.com Instagram: https://www.instagram.com/frenchie.ferenczi/ Resources: Profit First by Mike Michalowicz: https://mikemichalowicz.com/profit-first/ More... Explore Frenchie's programmes and workshops, including "Revenue School," which provides actionable strategies to enhance your financial outcomes.  Connect with Frenchie on social media or drop her a message to learn more about staying close to the money. She also has no nonsense podcast called Strategy Snacks - short and punchy 5-10 min episodes with no fluff titles like “F*ck manifesting!” 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...

 This episode of Cracking Copy addresses the importance of the brief. The copywriting brief is all the information you need to nail your copy in the first draft. This episode is a must listen if you are:   The client doing the briefing A copywriter taking a brief from a client or If you’re looking to write your own copy, because you will need to undertake the same preparation   Minnie talks to marketing pro, Cindy Herraman-Stowers. Cindy has over two decades of marketing experience from both client and agency side and brings a wealth of experience and really useful tips to the conversation.   If you want to know what makes a good brief and deep dive into the nitty gritty of pre-writing preparation then this episode is for you. Contact Cindy Herraman-Stowers   Contact Cindy by email here   Resources   Download your useful Brief Checklist here   Download Minnie’s Marketing Plan template here 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 of Cracking Copy, Ella Hoyos welcomes Billy Broas, author of "Simple Marketing for Smart People" and creator of the Five Light Bulbs framework.   Billy shares his journey from corporate life to becoming a marketing strategist, and how his passion for beer brewing led him to discover the power of effective copywriting. This episode is for you if you've ever been unsure about how to deliver the right message at the right time to attract the customers you need.   We explore:     The importance of understanding your customer's beliefs and how to address them   The Five Light Bulbs framework and how it can transform your messaging strategy   The role of storytelling in compelling copy and how to integrate it effectively   Real-life success stories of businesses that have thrived using Billy’s framework   Billy also delves into the significance of upstream and downstream marketing, and how focusing on core messaging can maximise your marketing efforts. Whether you're a seasoned marketer, just starting out, (or you simply have a taste for craft beers and real ales like we do!), this episode is packed with practical insights and strategies to elevate your copywriting game.    About Billy Broas Billy Broas is a marketing philosopher and messaging strategist known for his Five Light Bulbs framework.  He helped hundreds of entrepreneurs translate their complex products and services into simple yet powerful language that drives sales and builds brands. Billy is the creator of the popular Five Lightbulbs® messaging framework, which has been described as a revolutionary approach to marketing.  He lives in San Diego with his wife and two wonderful children and enjoys frequent trips to Mexico. Contact Billy Website: https://simplemarketingbook.com Social Media: https://www.linkedin.com/in/billybroas/   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

How can you define yourself and your messages in an online sea of sameness?   In the age of generative AI, personal branding is ever more important when promoting yourself and your services online.   In this episode, Ella Hoyos chats to Barbara Shimasaki. Barbara has over 30 years of experience as a marketing designer, mentor and motivational speaker. With her design background she recognises patterns in communication and created her messaging framework, “1-2-3, Your POV”, to help coaches, creatives and service providers to stand out online.    Developed for LinkedIn, this framework is a simple structure to replicate wherever you show up in the online space.   This simple framework provides structure and scaffolding to your messaging strategy and a vital gameplan to define yourself in a sea of billions of others.   This episode is for you if you’re looking to    Simplify your marketing strategy  Hone down your messaging Learn about personal branding Avoid overwhelm Elevate your presence online So tune in, sit back, listen, and let us know what you think of this episode. Continue the conversation by leaving us a message and getting in touch. Contact deets below.   About Barbara Shimasaki    Barbara is a conversion copywriter specializing in Linked In content design. She  helps experts and leaders share their points of view with a wider LinkedIn audience, one succinct carousel at a time. Her latest experiment is turning guided conversations into content for LinkedIn, newsletters, articles, and emails. Barb believes your point of view is your key differentiator in a very noisy world.   Contact Barbara on LinkedIn here  Email: barb@barkingdogsdigital.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 ...

In this episode of Cracking Copy, Ella Hoyos is joined by Valentina Turchetti, co-founder of Your Digital Web, an SEO and digital marketing agency based in Italy. Valentina shares her expertise on content marketing for lead generation and SEO, providing invaluable insights for businesses looking to transform website sessions into conversions.   We delve into:   - The difference between content for branding versus content for lead generation and SEO - Common mistakes businesses make when creating content for lead generation - How to effectively drive traffic from social media to your website or email list - The importance of balancing organic content with advertising - Measuring the success of your content strategy through various KPIs - Best practices for link sharing and call-to-actions on social media platforms   Valentina also discusses the significance of understanding your target audience deeply, the role of educational and engaging content, and the power of data-driven approaches in crafting winning content strategies. About Valentina   Valentina Turchetti is International Content Lead, Cofounder of YourDigitalweb and Marketing Business Summit, Founder of POPcontent, Author and Speaker.   She helps B2B and B2C brands getting real results with Content for Lead Generation: she doesn’t care about how many sessions your website has, but if these sessions bring you leads and sales.   Her marketing & communication approach is data-driven.   Contact Valentina   Website: https://www.yourdigitalweb.com/en/   Email: valentina@yourdigitalweb.com   Linkedin: https://www.linkedin.com/valentinaturchetti 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 we are looking at what’s involved in writing a sales page for your online product or service and the key things to think about.   Minnie interviews co-host, Ella, as she is brilliant at them and has tons of experience of successful product/service launches by crafting killer sales pages.   We will cover:   The difference between a sales page and a landing page Tips for landing pages  How you decide which suits your needs best Long sales page vs short sales page? What does this mean and when should you use them? The advantages/disadvantages of short vs long sales pages and Ella’s top tips for both Where to go in terms of designing your sales page   If you’re looking to write your own sales page or are seeking an understanding of what you might need to consider if you are briefing a professional copywriter to do this for you then you need to tune in. This episode is a must for you.   Resources    Building A Story Brand by Donald Miller can be bought here Five Second Test to test your sales page at https://fivesecondtest.com For your swipe files try Awesome Screen Shot  Check out Ella’s Website here   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

Without a deep understanding of who you are selling to, your chances of writing successful copy that converts is going to be a damn sight harder.   In this episode of Cracking Copy, Ella Hoyos delves into the essential world of customer research with special guest Dr. Mimi Zhou.    Mimi, a conversion copywriter and email strategist, highlights the pivotal role of research in crafting compelling copy. The episode reveals how Mimi acquires accurate customer data without unintentionally introducing bias into the process.   You’ll learn her methods for gathering valuable insights, including mining reviews, conducting surveys, and performing interviews. And discover Mimi's techniques for making interviewees comfortable and the strategies she employs to ensure the reliability and accuracy of her data.   Copyhackers supremo, Jo Wiebe describes her as “One of those quiet, unexpected copywriting talents very interested in the planning and strategy side of email which is rare to find. [She’s] really curious about how to write emails that convert better and better all the time”.   The conversation also explores how to translate research findings into effective copy, using frameworks like the “jobs-to-be-done” timeline and the forces at “the switch”. Mimi shares practical examples and tips for copywriters new to conducting research, emphasising the importance of defining research goals and starting with review mining.   Whether you're a seasoned copywriter or just starting out, this episode is packed with actionable advice and insights to help you harness the power of customer research in your copywriting projects. 00:00 - Cracking Copy is a marketing and copywriting podcast where we discuss effective copy 01:02 - Research is a crucial skill for any copywriter 02:32 - Mimi is a conversion copywriter for coaches and service providers 04:29 - Why is customer research so important in the context of copywriting and marketing 07:27 - The different types of research that effective copywriters do 09:17 - Does email list size impact the kind of research you do? 10:58 - What systems work best for capturing responses and data for research projects? 13:21 - Techniques for making interviewees feel comfortable and open up 17:38 - The reason you shouldn’t get too friendly during interviews 21:16 - How to glean insights from research interviews 24:42 - Ensuring that research insights are reliable and representative of target audience 26:11 - How do you translate insights into compelling copy? 33:08 - What advice would you give to copywriters new to conducting market research   Resources mentioned in this episode:  Airstory https://www.airstory.co/ Capture research and use it in your writing - no matter where you write online. Put an end to copying and pasting interesting quotes, data points, images and more you find online.   About Mimi Dr. Mimi Zhou revels in customer research--because when you understand what your audience wants, you don't need to guess what they'll pay you for. Her conversion copywriting projects are built on a thorough research foundation where she studies info your audience provides through reviews, surveys, interviews, and more. Her ability to parse data into numerical information and read between the lines to hear what customers say beneath the surface helps her understand what customers want even when they don't tell you directly. A fun fact about Mimi: Her path to becoming a pro...