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 ready to publish.

Listen as we delve into the nuances of editing copy, the impact of clichés, and the art of maintaining voice and tone consistency. Discover how to make your copy clear, engaging, and conversion-ready. Linda also shares insights from her extensive career, offering practical tips and takeaways for creative entrepreneurs and savvy business owners looking to enhance their copywriting skills.

- Introduction to Linda Malone and her journey in copywriting

- The importance of separating writing and editing processes

- Seven copy checkpoints for effective editing

- The impact of clichés and maintaining originality

- Ensuring clarity and consistency in voice and tone

- Using testimonials and emotional triggers for engagement

- Structuring your website for optimal user experience

- Linda's resources and services for copy optimization

Be sure to subscribe to Cracking Copy for more episodes filled with expert advice and writing inspiration.

Contact Linda 

 Connect with Linda Melone on LinkedIn

Explore her website, The Copy Worx https://thecopyworx.com, for more insights and free resources

Contact us

Please drop us a voice note at memo.fm/crackingcopy and let us know what you think of this episode, or what topics you'd like to hear about.

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.

Hang out with us on social, here:

Ella Hoyos - @flurrymarketing

Minnie McBride - @minnie__writes

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

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

Twitter @cracking_copy

Facebook @crackingcopy 

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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

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 welcomes Rachel Exton, Vice President of Marketing at Pearson, to Cracking Copy talk about the transformation that comes from ditching corporate speak and tuning in with the natural language of your customers.

Rachel shares her inspiring journey from Dyson to Pearson and delves into the mission of making English language learning accessible worldwide. Discover how Rachel's passion for storytelling and simple, relatable language drives engagement and conversion.

In this episode, Rachel discusses the power of reframing marketing jargon into consumer-friendly language, drawing from her experiences at Pearson. You’ll hear about the innovative 'help me discover, choose, buy, stay' model and its impact on creating genuine connections with consumers. 

Rachel also shares insights into the transformative shift from calls to action to calls to outcome, highlighting the importance of putting the consumer first.

Whether you're a small business owner or part of a large corporate team, Rachel's practical tips on storytelling, market research, and simplifying strategies offer valuable takeaways for all. Tune in to explore how universal principles of effective communication can be applied across different scales and industries.

Don't forget to subscribe to Cracking Copy for more episodes filled with golden nuggets and inspiration for writers in business. Stay tuned for future episodes by hitting subscribe and check out our show notes for additional resources.

Contact Rachel Exton 

Connect with Rachel on LinkedIn https://www.linkedin.com/in/rachel-exton-56796b2b/

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 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, has shaped her approach to design. These experiences fuelled her empathy and reinforced her belief in designing with intention.

Understanding accessibility and knowledge-sharing between a symbiotic relationship of designer, copywriter and business owner, can ensure inclusive design practices are easily implemented. So if you’re not already putting mindful design into action, this episode may be a lightbulb moment.

Let us know what you think about this episode or if you have any questions get in touch with Caroline, Ella or Minnie via the contact channels below.

Don't forget to subscribe to Cracking Copy for more episodes filled with golden nuggets and inspiration for writers in business. 

Contact Caroline

https://mysteryhare.com/

Caroline Vermeulen

Graphic Designer  |  Brand Specialist   |  caroline@mysteryhare.com  |  07525 246 734  |  mysteryhare.com

Contact Caroline by email 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

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 ever felt like you’re constantly reinventing the wheel in your business, drowning in admin, or unsure how to delegate effectively, this episode is a must-listen.

In this episode, Sandra and I cover:

✅ The mistakes that keeps copywriters stuck in feast-or-famine mode
✅ How to document workflows to free up your time and make hiring easier
✅ Simple tools (like Loom & AI-powered systems) that can automate and streamline your processes
✅ Why a time study could be your biggest growth accelerator
✅ The biggest scaling traps that entrepreneurs fall into—and how to avoid them

If you’re ready to stop running your business on duct tape and start building a scalable, grown-up copywriting business, hit play now. 

Don't forget to subscribe to Cracking Copy for more episodes filled with valuable tips and inspiration for writers in business.

Resources

Get your free 2 week Time Tracker study here.

Contact Sandra Booker

Visit Sandra's website at [sidekickcoo.com](http://sidekickcoo.com) and follow her on Instagram @sidekickcoo for more insights and resources.

Contact us

We’d love to hear your thoughts on this episode!

Please drop us a voice note at memo.fm/crackingcopy and let us know what topics you'd like us to cover next.

Connect with us on social media:
Instagram: Ella Hoyos - @flurrymarketing
Minnie McBride - @minnie__writes
Twitter: @cracking_copy
Facebook: @crackingcopy 

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

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: Fathom, Otter
• AI for content creation: ChatGPT

Connect with Nicola:

• Join the This Mum Loves Tech Facebook community here
• Explore her membership and courses here

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 into your writing workflow and making tech work for you.

If you enjoyed this episode, don’t forget to subscribe and leave a review!

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 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.

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

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 business owners alike.

We also get into practical examples and tools—like ChatGPT, DeepSeek, and Google Gemini—and how they can help you write faster and smarter. But while these tools are great for generating content quickly, they still need a skilled human to shape, edit, and add the creative flair that makes copy resonate.

This episode is packed with real-world tips on how to work with AI, not against it—so you can get more done, keep your voice intact, and stay competitive in a fast-evolving content world.

Resources

WriterZen - find out more here

AI Comparison Site - There’s an AI for That - find out more 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.

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 copywriters on the strengths and weaknesses of AI in capturing emotional connections and unique brand identities. 

Is AI simply a tool to assist you in writing first drafts for your business, or is it strong enough to be a complete replacement for a copywriter?  

In this episode, you get to decide.

But in our opinion?  It's a no-brainer!  There's a non-negotiable need for skilled human input to refine AI-generated content so that it truly resonates with customers.   Listen in to find out why.

Resources:

World Economic Forum - Emerging and Core Skills in 2030:
See Extract from Future of Jobs 2025 Report by WEF

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

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’re a copywriter or skills you need to develop fast if you write copy for your own business
  
  
• Why average AI copy doesn’t cut it – and how to inject actual emotional punch
  
  
• How to work with AI without losing your voice, strategy or spark
  
  
• Practical ways to upskill and stay ahead (without burning out or turning robotic)
  
  

Whether you’re already experimenting with AI or still side-eyeing it from afar, this episode is your no-fluff guide to writing better for your business – not replacing and outsourcing it to robots.

Resources

World Economic Forum - Emerging and Core Skills in 2030:

See Extract from Future of Jobs 2025 Report by WEF

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'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 the CEO and founder of Originality.AI, a tool that detects if you are a copy writer or an authentic talent.

In this episode, Jon gives his valuable insights on:

• How Origniality.AI is used to check for plagiarism via a confidence score
• Issues that come with passing off AI generated content as if it were original work
• The risk of factual accuracy when using AI tools
• Whether AI is endangering the craft of copywriting
• How important is it that the content we read online is 100% original anyway?

With AI on the rise, this isn’t one to miss! Tune in, pick a side and make sure to continue the conversation with friends, family and colleagues.

See our contact deets below to get in touch about your thoughts and feelings on AI generated copy, we’d love to know!

Resources

The AI tools mentioned in this episode include Jasper.AI, ChatGPT, Google’s Gemini, Grammarly and, of course, Originality.AI.

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.

Contact Jon Gillham:

Email: Jon@originality.ai

LinkedIn: https://www.linkedin.com/in/jon-gillham-80912a14a/

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