Cracking Copy

If you’re looking to launch an online course or product, what do you need to think about with regard to marketing collateral and messaging?

In this episode of Cracking Copy, Ella and Minnie are looking at the customer journey, from building awareness to the buying stage. And we give you our insights into what you will need to create how to communicate your messaging.

Having now been involved in our own course launch, we think we have a far greater insight into what’s involved: all the areas where messaging is important and the need to sometimes tweak your messaging along the way,

In this episode, we tell you what we did, what worked and how we could have done it better for the next time we launch.

We are going to talk, warts and all, about what we did using our own launch as an example:

• What did we do?

• How we did our research

• How we planned

• And how we delivered it

If you’re wanting to create a course or product launch now or in the future, you need to tune in, as this episode is for you.

Contact us

Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.

Twitter @cracking_copy

Facebook @crackingcopy 

➡️  Share this podcast with someone who’ll find it useful  

You can also find us at:

Instagram:

Ella Hoyos - @flurrymarketing

Minnie McBride - @minnie__writes

LinkedIn:

Ella Hoyos - https://www.linkedin.com/in/ellahoyos

Minnie McBride - https://www.linkedin.com/in/minniemcbride

Ella Hoyos and Minnie McBride are co-hosts of this podcast.  We are professional copywriters and marketers.  We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.

Support this podcast!

If you found this episode helpful you can show your appreciation by making a donation!  This helps offset the costs of producing the show and we’ll love you for it :) 

Buy me a coffee

In this episode, Ella Hoyos sits down with Konrad Sanders, the CEO of The Creative Copywriter, to delve into the transformative power of frameworks in copywriting and content strategy. 

Konrad shares how his journey from philosophy graduate, to charity work in Australia, then jobless in Israel, were all necessary prerequisites to heading up a thriving London-based agency.  

He reveals how practicing copywriting, figuring out SEO strategy and sharing what he was learning on social media, led to the birth of a business that now boasts an impressive client roster, including Krispy Kreme and Adidas. 

We explore the challenges and triumphs of agency life, the importance of a strong team culture, and the delicate dance of maintaining a work-life balance in a remote working world. Konrad also highlights the significance of establishing a meticulous onboarding process that sets the tone for client relationships and ensures a mutual fit.

The heart of our conversation beats around "The 13 Lenses" - The Creative Copywriter's proprietary framework that has become their north star in quality assurance and client conversion. Konrad breaks down the concept behind this innovative approach and how it has become a key differentiator in a sea of sameness. 

As we look to the future, Konrad offers his insights on generative AI's impact on the industry and advises on the importance of embracing technology while maintaining the creative edge that only human copywriters can provide. 

This episode is a treasure trove for anyone looking to elevate their copywriting game, differentiate their services, and stay ahead in a rapidly evolving industry.

About Our Guest:

Konrad Sanders is the CEO of The Creative Copywriter, a London-based copywriting and content strategy agency. With a background in SEO and a passion for creative writing, Konrad has led his team to success by combining data-driven strategies with the art of persuasive copy.

Contact Konrad:

LinkedIn: Konrad Sanders - www.linkedin.com/in/KonradSanders

Subscribe to his LinkedIn newsletter "Word Science" for more insights.

Contact the Cracking Copy show hosts:

Please drop us a voice note at memo.fm/crackingcopy and let us know what you think or what topics you want us to cover.

Or send an email us at: [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:

1. The anatomy of a hook

2. The types of hooks you can think about using

3. 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