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 - @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.   Contact Jon Gillham:   Email: [email protected]   LinkedIn: https://www.linkedin.com/in/jon-gillham-80912a14a/   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, 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   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

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 :)    Buy me a coffee

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.   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 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 into your writing workflow and making tech work for you. If you enjoyed this episode, don’t forget to subscribe and leave a review!   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

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   |  [email protected]  |  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 - 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

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 - @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 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 donation!  This helps offset the costs of producing the show and we’ll love you for it :)    Buy me a coffee  

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-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 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 donation! This helps offset the costs of producing the show and we’ll love you for it :)   Buy me a coffee  

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: [email protected] 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: [email protected]   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 professional researcher began at UC Berkeley and culminated in her PhD at New York University. Later, her belief that knowledge is power led her to seek copywriting training from the original conversion copywriter herself, Joanna Wiebe (founder, Copyhackers).  So Mimi literally got a professional research degree and then studied copywriting with the best person in the business. Website: mimizhou.com instagram.com/mimithezhou/ linkedin.com/in/mimizhou/ For monthly emails that break down how customer research gets translated into conversion copy, listeners can subscribe to my newsletter, Smarter Customer Research: mimizhou.com/newsletter 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  

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: [email protected]   ➡️  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: [email protected] 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