Cracking Copy Is a marketing and copywriting podcast where we lift the lid on writing for business and read between the lines of effective copy.
This is a podcast for creative entrepreneurs and savvy business owners who understand the value that great copy can bring to their bottom line. We dive into a different aspect of writing for business in each episode, debunk the myths about how we *should* write, and explore the ways that writing can be fun, conversational, and creative while also being high-impact for serious results.
Ella Hoyos and Minnie McBride are freelance copywriters with 30+ years of copywriting, PR and marketing experience between them.
Focusing on relevant topics and giving you useful hints and tips, we aim to help you become better writers for your business.
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AI Copywriting Tools: A Game-Changer or Just a Gimmick?
Thursday, April 17, 2025 • Duration 37:27
In this kickoff episode of our AI and Copywriting mini-series, expert copywriters Ella and Minnie explore the booming world of AI copywriting tools—like ChatGPT, Jasper, and Copy.ai—and unpack whether they’re truly revolutionary or just clever tech hype.
We dive into how generative AI has gone from novelty to necessity since 2022, with tools now streamlining content creation across websites, emails, and ads. But with rapid advancement comes real concerns: job displacement, intellectual property, and the ever-pressing question—can AI match human creativity?
Ella and Minnie explore the strengths of these tools (speed, efficiency, idea generation) alongside their flaws (lack of emotional intelligence, nuance, and originality). They test prompts live, showing how AI can be a great jumpstart—but often needs human refinement to truly shine.
We also cover popular AI writing tools like Claude, Deepseek, Writesonic, and Perplexity, offering tips on how to choose the right one based on your goals and budget.
The takeaway? It’s not “AI vs. human copywriters”—it’s “AI with human copywriters.” AI is a tool, not a replacement. Strategic, persuasive storytelling still relies on the human touch.
This episode sets the stage for the rest of our AI series, where we’ll dig into productivity, the human voice, ethical concerns, and how to future-proof your copywriting career.
Tune in, subscribe, and join us as we navigate the ever-evolving landscape of copywriting and AI—together.
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.
Suppo...
Boost Efficiency: How Tech and Automation Work Hand-in-Hand with Copywriting
Wednesday, April 2, 2025 • Duration 39:36
In this episode, Ella is joined by tech automation expert Nicola Walsh, founder of This Mum Loves Tech, to explore how automation and AI can revolutionise not just business operations, but also copywriting workflows.
The best written sales copy won't sell if the tech isn't set up correctly, the funnel is broken or the emails are not firing right. Copywriters know that they need to minimise friction in the sales process for best results. We need to make it as easy and seamless as possible for customers to complete the action we want them to do, whether that's sign up for a newsletter, download a freebie or place an order.
And while copywriters can sell the benefits of whats being sold, the tech underpins it all. If a prospect wants to take the next step but finds that they can't, we can easily lose them. Nicola shares her favorite tools for scheduling, payments, and AI-assisted note-taking, as well as her strategies for growing a business on a budget. Whether you’re a busy business owner or a copywriter looking to streamline content creation, this episode is packed with brilliant nuggets of wisdom.
What You’ll Learn in This Episode:
The benefits of using an online booking system to eliminate back-and-forth scheduling, freeing up time for writing and strategy.
How automated payments can help copywriters and business owners get paid faster without constant follow-ups.
The power of AI note-taking tools like Fathom and Otter for client calls, helping copywriters capture important details effortlessly.
How Nicola uses AI tools like ChatGPT to repurpose content efficiently, turning transcripts into blog posts and show notes.
Why automation is essential for business scalability—and how it can give copywriters more time for creativity.
Nicola’s go-to tech stack for running a business affordably while maximizing efficiency.
Resources & Tools Mentioned:
Online booking tools: Calendly, TidyCal
Payment integrations: Stripe, PayPal, ThriveCart
AI note-takers:
The Importance Of The Copy Brief and the Art of Preparation
Friday, September 13, 2024 • Duration 32:56
This episode of Cracking Copy addresses the importance of the brief.
The copywriting brief is all the information you need to nail your copy in the first draft. This episode is a must listen if you are:
The client doing the briefing
A copywriter taking a brief from a client or
If you’re looking to write your own copy, because you will need to undertake the same preparation
Minnie talks to marketing pro, Cindy Herraman-Stowers. Cindy has over two decades of marketing experience from both client and agency side and brings a wealth of experience and really useful tips to the conversation.
If you want to know what makes a good brief and deep dive into the nitty gritty of pre-writing preparation then this episode is for you.
Please drop us a at and let us know what you think or what topics you want us to cover.
Simple Messaging for Effective Marketing
Season 1 · Episode 43
Thursday, August 29, 2024 • Duration 44:26
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.
The Importance Of Personal Branding And How To Stand Out Online
Season 1 · Episode 40
Thursday, August 15, 2024 • Duration 38:32
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.
Content Creation to Power Lead Generation: Insights from Valentina Turchetti
Season 1 · Episode 39
Saturday, August 3, 2024 • Duration 35:24
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.
A Masterclass in Writing Sales Pages
Thursday, June 20, 2024 • Duration 41:54
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
Customer Research Mastery: Insights from Dr. Mimi Zhou
Episode 37
Friday, June 7, 2024 • Duration 36:17
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
Pro copy tips on writing for a successful online launch
Tuesday, March 19, 2024 • Duration 43:46
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.
Fantastic Frameworks: How A Copy Agency Lands Big Brand Clients
Episode 35
Monday, March 4, 2024 • Duration 56:19
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:
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Don’t Miss Our AI Copywriting Mini-Series! We’ve got an exciting series coming up all about AI tools for copywriters—stay tuned for expert tips on integrating AI in...
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 :)
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
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 :)
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 :)
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 :)
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 pro...
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 :)
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.
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.
