Research, Creativity & Snazzy Copy: Haley's Formula for High-Converting Writing and Core Values featuring Haley Burns with SugarCopy

In this episode of Small Business Origins, host John Kelley interviews Haley Burns, founder of SugarCopy, a Chicago-based copywriting agency focused on direct response copy for coaches and online course creators. They discuss Haley's journey from studying science in Scotland to becoming a digital nomad and freelance copywriter, as well as the importance of research and personality in crafting persuasive copy. Main Discussion Points: - Haley's origin story: Studied science in Scotland, worked odd jobs and in a call center before discovering copywriting online and teaching herself (00:03:34 - 00:05:13) - Haley's niche: Started in tech/SaaS, now focuses on coaches, course creators and "inspirational brands" (00:07:13 - 00:08:12) - The value of hiring a copywriter vs. using AI tools like ChatGPT (00:09:46 - 00:11:04) - How Haley expresses a client's personality and voice in her copy (00:16:34 - 00:17:23) - Things to look for when hiring a copywriter (extensive research process) (00:20:57 - 00:22:03) Key Quotes: "I spend a lot of time in a big nerdy spreadsheet, like organizing what are those top things that customers are looking to buy and what will resonate with them?" (00:10:38) "It's like having a salesman on your website. It's the difference between just I don't know, it's everything to have the right words because that's the starting point into your brand." (00:26:38) "I'm able to take some really boring concepts and make them super snazzy, and I think that that's really important today." (00:28:48) Links Mentioned: SugarCopy Online Haley on LinkedIn John Kelley's Links Beefy Marketing Your Business Needs a Wingman