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...

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’r...

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 c...

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 busine...

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, ema...

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 fricti...

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 e...

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, ha...

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 wel...

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 read...

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 negotia...

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...

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 migh...

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 som...

 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 mar...

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...

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 patt...

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...

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 page...

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 co...

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 i...

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 prac...

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...

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 h...

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 m...