Cracking Copy

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

Ella and Minnie look back over the last year since launching the Cracking Copy Podcast.

And we ask the question…

Do you have a podcast in you?

We interview each other about our top takeaways from the experience, what we’ve learnt and our thoughts on podcasting as a marketing medium.

It’s a candid insight into how we ‘fell into’ the industry, why we love it and the benefits that podcasting has given us.

It’s a must-listen if launching a podcast is on your things-to-do list.

If podcasting is something you are considering, we have BRILLIANT NEWS! 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 October Launch Your Indie Podcast course which will give you the knowledge and confidence to get started. 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.

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

Show Notes - Cracking Copy

Episode 21 - Magic Messaging

Why you need a messaging strategy and how to build one

Minnie and Ella are today tackling the HUGE subject of marketing messaging.

We look at:

1. Why you need a good messaging strategy and
2. How to go about researching and creating one

From our own experiences and knowledge, we give you an overview of messaging, what we mean by it and the importance of coherent and magnetic messaging so you and your brand can stand out in the sea of noise.

We outline the 5 step process to creating your brand messaging strategy and the 12 key components for this messaging playbook.

This episode is a belter if you want a whistlestop overview of this important topic. It’s a fabulous tutorial, packed full of valuable tips. You might need a pen this time to make notes!

Let us know what you think of this episode. Please rate and review and recommend to others. It is great to feel that we are helping small business owners and entrepreneurs improve their writing.

Resources

Isle of Wight Tomatoes on Instagram

Contact usPlease 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

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Minnie talks to CJ from Vibing Social, a Meta ads specialist about what’s working right now on Facebook and Instagram.

Tune in if you’re new to ads and are thinking of FB and Instagram ads as part of your marketing strategy. Or, you may already be using them and are after some tips. CJ also discusses how to troubleshoot underperforming ads and what you need to do to set yourself up for success.

Minnie is ads trained for Pinterest but learns from CJ that Meta is a different kettle of fish due to its forever-changing platform and complexity.

Also, we discuss the importance of great copy as a key component to ads success, what else you need to have in place and how vital it is that you know what you’re doing in order to get optimum return on your ad spend (ROAS).

It’s a great introduction to ads on the Meta platforms so grab a cuppa, settle down and enjoy.

Please drop us a review and let us know what you thought of this episode!

About Our Guest:

CJ Sinclair is a Meta Ads Specialist (Facebook and Instagram) who primarily works with e-commerce brands. As a psychologist, she happily admits to being a ‘data geek’ and absolutely loves what she does.

In addition to managing client accounts, CJ also offers 1:1 and group training as well as consultancy. She also manages a free ads support Facebook group exclusively for e-commerce businesses.

Contact CJ:

Website: www.vibingsocial.co.uk

Instagram: https://www.instagram.com/vibingsocial_/

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 an extra juicy show as Ella Hoyos talks to Brittany McBean about pricing for copywriters. We dig into what makes a premium client experience that commands high prices and delivers top kudos, in this hour-long episode.

Tune in if you’re a freelance copywriter looking to break out of feast and famine mode, and ready to scale up your business profitability.

We start with the spark that kicked things off Brittany & Ella in their copywriting careers.

Brittany lays bare the struggle of the early years and the "obnoxious" story of how her business grew from generating $11k to $186 in a single year. You’ll hear how she’s been riding the wave ever since.

We talk about the perspective shift needed for copywriters who unwittingly limit their earning potential.

What have cars got to do with copywriting? You’ll discover the ‘Buying a Car vs Mechanic mindset’, that is likely keeping you stuck.

And you’ll get more than a sneak peak inside Brittany’s course, The Five Figure Leap. This is a programme designed to help freelance businesses and micro agencies provide a super smooth client experience, and develop lead-generation strategies to seek and attract top tier clients.

BONUS OFFER: For May 2023 only, Brittany is throwing her doors open wide to welcome people inside her programme - The Five Figure Leap . This is a great opportunity not to be missed!

Resources:

Your FREE pass to The Five Figure Leap Open House, valid throughout May 2023

Find out more about The Five Figure Leap here.

About Our Guest:

Brittany McBean is a launch strategist & conversion copywriter who specializes in anti-sleazy, audience-focused, high-converting copy for online entrepreneurs & educators.

She believes that Black lives matter now and always, marketing needs to help, not harm, and that it's our responsibility to use our voice to build up, magnify, and support historically & systemically marginalized people.

Through her research-based strategy and copy, she helps industry leaders like Rick Mulready, Brandi Mowles, and Lattice Hudson run multi 6 & 7-figure launches & funnels through clear messaging and anti-manipulative marketing practices.

She'll talk just to hear herself talk, but you'll get the least nonsense out of her when talking about what's-working-now marketing & launch strategies, copywriting & messaging, and her journey with infertility & mental health.

She believes in the Oxford comma and will fight you on it.

Contact Brittany:

Website: https://brittanymcbean.com/

Instagram: www.instagram.com/brittanylmcbean/

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, host Ella Hoyos talks to Nikki Trailor, a seasoned launch copywriter, to uncover the 3 key things you need for a successful live launch.

Tune in if you’re a copywriter, course creator or online business owner who wants to optimise your copy and launch strategy for more sales success in 2023.

Nikki shares her journey to becoming a specialist launch copywriter, following a pre-pandemic career in travel and tourism.

You’ll hear about her work on a recent six-figure launch success for a productivity coaching couple. She reveals how she helped her client, the Lifehack Method, get great results after raising the ticket price of their programme by $2,500.

And you’ll also get 3 tasty takeaways for your next launch.

So take a break and listen as we talk about launches, the importance of offers, nurturing your audience and writing stellar sales pages.

As always, we’d love to know what you think of this episode. Please leave a review or continue the conversation by getting in touch. Contact deets below.

Resources:

Get your free Launch Goal Calculator here

About Our Guest:

Nikki is a copywriter + brand voice strategist who works with unapologetic business owners who are ready to unleash their true personality to make more sales. She creates powerful brand voice guides and sales copy that shows off her clients' unique personality, commands the attention of their ideal customers, and converts them into paying ones. All with a fast turnaround.

She's trained in conversion copywriting with some of the best copywriters in the biz, learning how to deliver impact for her clients with her signature cocktail of personality-driven copy and ethical persuasion principles.

When she's not busy writing or whipping up brand voice guides, you'll find her out exploring the world (probably Mexico) or dancing Cuban-style on a stage somewhere in London.

Contact Nikki:

Website: www.nikkitrailor.com

Instagram: instagram.com/nikki_trailor

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 talking about social media bios.What do we mean by a bio? (biography).

Well, we’re talking about the personal information that you see on your social media profiles. You know, that tiny amount of space at the top with a ridiculously low character count where you have to grab attention, get across your value proposition, what you want the reader to do and be so magnetically brilliant that they will do whatever you have asked.

No mean feat! So we are going to be discussing what you can do to achieve bio nirvana.

Because when was the last time your bios had a spring clean?

We have gone all generous and created a FREE Brilliant Bio Checklist with all the actionable tips from today’s podcast. The link is in the resources below.

So tune in, sit back and listen and let us know what you think of this episode. Continue the conversation by leaving us a message and getting in touch on our socials. Contact deets below.

Resources:

Get your free Brilliant Bio Checklist here

Link apps include: Linktree, AllMyLinks, Card, Link Hubb, Linkkie and Taplink amongst others

Company bios we discuss:

Hubspot LinkedIn here

Sainsbury's LinkedIn Twitter

Morrisons LinkedIn Twitter

Aldi LinkedIn Twitter

Waitrose 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