Cracking Copy

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:

1. The Welcome/Home page

The nerve centre of your site

How can you make it informative, compelling and generate leads?

1. Your About Page

Your secret weapon - what’s the secret to writing a killer About Page? 

1. 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:

1. The client doing the briefing

2. A copywriter taking a brief from a client or

3. 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