"Fat Girls Shouldn't Be Front Of House" | Cuppa Copy Minicopysolosode

Welcome back to Sam Winch, the course creator who sounds like she could be a lunchtime food, for our special So Crisp Listener's Choice series. Sam's 2020 So Crisp episode is one of our most listened to episodes, and for obvious reasons: 1. She's a superstar 2. February 2020, when her episode - Courses, Content, and Fibs About Passive Income - hit airwaves was right before the whole world changed. So, now she's back to talk about what has changed in her world, in her industry, in the world of courses, and for us, too.

Amber Dennis recently said to me, “sometimes it’s not what you know, it’s who you know”. And the fact she’s my baby cousin from my favourite side of the family may be a bit of a disclaimer as to why she never had to pitch to be on this podcast. But, ultimately, she’s wrong about the balance of importance of her statement. Because the most important part of this incredible blend she’s put together to create herself – and the world – wheeliegoodperth is, in fact, what she knows. With 35 years of lived experience of being a disabled person, just as many major operations under her help, and an adulthood of being a wheelchair user, Amber has – what you could safely say is – a darn fine knowledge base about accessing the world in a different way. In 2021, after years of barriers to her inclusion and access, and throwing in some pretty major life changes, AND having never run a business before, in the midst of a pandemic, she launched wheeliegoodperth. And boy, has Perth responded with a resounding YES PLEASE. So many of the fine women I interview on this podcast are at the point where they’re years and years into their first, second, multiple streams of income over multiple businesses. Amber is fresh, wheeliegoodperth is brand new, and I thought it would be helpful for our startup listeners to hear her story so far and be able to ask her all the questions while being so new to the business world is still such a recent turn of events for her.

I’m starting to think I have a hidden talent. I think it might be making a career out of copywriting seem like the ultimate in life goals, because every year I welcome massage therapists, business coaches, naturopaths, and women from all other walks of life into my group coaching and 1:1 mentoring crew and slowly, but surely, they figure out they could be conversion copywriters. And they’re right. Gabi Angelina spent her childhood wanting to be a writer, but like so many of us, was told that wasn’t the most sensible choice for an income-generating career. So she was a teacher, then a Principal, then a music specialist, then owned a business teaching piano, taking that online when COVID hit in the US. Moving her entire business model to a virtual one led her to realise she had a specific talent for making tech easy - she consumed courses like cornflakes and actually implemented what she knew - with very little stress or fuss. She understood funnels, and zaps, and automations, and upsells, and the way humans access information through a building block system - slowly being educated to get to the point they can figure out what they really need - that all just made sense to her. One of the reasons I was so interested in having Gabi on So Crisp is her inherent and strategic understanding of how copy is used to hold a reader by the hand and get them from point 'slightly interested' to point 'I need this in my life'. What sealed the deal was a story Gabi told me about a large course group where all the women were getting tied in knots trying to figure out all these itty bitty details of tech and systems, when they were really missing the big picture: their messaging. Take a listen:

Dance mums, we’ve got to stick together. Because if the cost of endless shoes and lycra shirts and perfectly plain pairs of black dance pants that retail for $500 doesn’t send you a little batty, the politics might. But the #DanceMum life makes for good stories. And good stories is what Mel Daniels is all about. In fact, she’s semi rejected the traditional funnel concept of content marketing and relied on… well... content for the content marketing! This month, funnels feature heavily at So Crisp. Next episode we have a Kajabi funnel expert walking us through all the things we worry about that aren’t even remotely important when it comes to funnels and today we have Mel teaching us what to do if funnels don’t tickle our fancy and we want to scrap them altogether. Take a listen:

Here’s truth: no one wants to subscribe to your newsletter. Literally, zero people want another bleeding email in their inbox to deal with. Nope, nada, zip. So writing: SUBSCRIBE TO MY NEWSLETTER is boring. And also offputting. And not in the least bit enticing to, well, anyone. Here's what to do instead.

Alex Meadows is one of Perth’s most fabulous hairdressers. She doesn’t do your Nan’s hair (though she would if your Nan was cool) but instead her IG showcases an array of delectable and delicious colours like rainbow ice creams. Squished together in a stretch limo, talking about hair and what do you do for a buck and suddenly I’m showing Alex my little guy’s Instagram and he’s booking his first ever gig performing alongside a whole bunch of professional performers. Because I am the ultimate dance mum. During that “what do you do for a living?” conversation, straight after Alex said she was a hairdresser, she said “but I’m running my first huge charity event next year” and I was fascinated. Who decides they can take something like this on with no experience of running events? What could possibly go wrong? And would she tell me if I asked her? I know there are plenty of you in events who have been hit hard by the last 2 years and plenty more of you who would love to do something like this, so Alex agreed to come on So Crisp and share it all – the good, the bad, and the ugly cries.

The entire time I was watching Clarkson’s Farm I was mulling over that meme that offers up the concept you can pretty much do anything if you pretend you’re a mediocre middle-aged white man. And… if Jeremy Clarkson can run a farm, my smart women can certainly write copy that makes them money.

This episode is a little different than other So Crisp episodes you’ve consumed, the format is new to myself and my team (that makes us sound super professional, but in reality, it’s me and my adult son, who is a whizz with the tech) but I’m confident you’ll still be able to follow along. Instead of one, live guest, this episode features multiple sets of audio from some fabulous women. Our guests today are: Tori Haschka Monique Mulligan And Laura Greaves These guests are all women who made the transition from whatever they were before to published authors and novelists. Some of them even published books during COVID. Now, it’s no secret I sometimes treat my own podcast like a therapy session or, in this case, like an opportunity to have a massive brain pick! And I thought, if I wanted to know how people made a transition from business owner or career woman or mother to published author, perhaps some of you lovely listeners would like to hear about that too. So, welcome to Season 4 of So Crisp and let's get on with the show!

When I first started my copywriting business I was quick to correct anyone who said I was in marketing. Why? I just thought it had a bit of an… odour about it. A bit of a whiff of hard sell, Spammy McSpammy pants, FOMO manipulating stench. That was before I realised I wanted all my ideal clients to be smart, savvy businesswomen and therefore, I’d need to treat them that way. Be totally transparent, showcase the solutions for objections they had, expect cleverness. And that changed the way I wrote and marketed. And also meant I wasn’t really invested in the umbrella someone else chose for me to live under. Today’s guest is also particularly interested in marketing tactics and how the words we use have a negative or positive impact on our clients and customers and our relationships with them. Were talking unethical marketing and how to flip that for something a little more sustainable and clean with Rachel Kurzyp.

"Fat girls shouldn't be front-of-house". My boss said that. And then replaced me with a not fat girl. Just a couple of months before I was due to take long-service leave. I didn't do anything about the non-dismissal-for-fat-girl-reasons besides: carry those words around with me for the next 8 years. Today's the day I'm letting them out. But first, I'm showing you how I used them as a tool to step away from the stories in my own head and make my brand so quintessentially Jay, it's practically uncopy-able. (Though a few have tried.)