The Soap Box Podcast

Today on the podcast. We're talking to Carolyn McMurry. Carolyn runs the world's first Gen Z copywriting community. Her aim with Word Tonic is to help and inspire other young people who want to break into the industry and to champion and nurture fresh emerging talent. Carolyn and I tap into the world of politics and values and Gen Z marketing. We discussed how ageism affects Gen Z copywriters. How access to information means that it's a lot easier for brands to get called out these days. The line between brand activism and virtue signalling and how to tell the difference. How your words as a brand need to be backed up by some kind of action. The importance of drawing in relevant voices when you're talking about an ethical or social issue. How Gen Z are prioritizing a work-life balance from the beginning. And, you know, maybe a sign that hustle culture really is dying out. And how principles can sometimes be a privilege. And we also have a little reminder that Gen Z isn't some huge monolith. That the value of generational definitions has its limits. Just as my millennial generation isn't all sitting, eating, smashed avocados and not being able to afford houses. I hope you enjoy my conversation with Carolyn today. And the insight into a Gen Z perspective. So you sit back. Grab a cup of coffee. And listen to Carolyn jump on her soapbox. Find Carolyn on Instagram @wordtonicListen to Carolyn on The Copywriter Club PodcastJoin Word Tonic subscribe to our GEN-Z copywriting newsletter (written entirely by a team of GEN-Z copywriters in Word Tonic)  Apply for our reverse mentorship program (learn and be mentored by a GEN-Z copywriter) -  email carolyn@wordtonic.co.uk to find out more. If you're looking to recruit talented GEN-Z copywriters: https://www.wordtoniccommunity.com/genz-copywriter-recruitment Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Today, I'm talking to the original conversion copywriter. Joanna Wiebe. Jo is the founder of Copyhackers, providing cutting-edge copywriting training in easy-to-digest formats. And Jo joins me to talk about how to, and how not to, mesh politics with business. I chat with Jo about: - How she grew up in a politically vocal household  - How you should only start talking after reading and listening. - How, if you don't say something about a cause that matters to you, then you let the angriest voices in the room take up all the oxygen. - Why she shut down the Copyhackers site for seven days.  - How you work out what to take a stand on, and how to respond when you're a bigger business.  - And how, while we keep putting white guys at the top of everything, there will be a gap in experience and knowledge of issues and identities that need more visibility. Making it more likely that a brand will jump on a bandwagon or make a misstep. And we talk about something that has fascinated me ever since Jo and I had this conversation. How we as a planet solved the ozone layer problem. It's a short, but meaty episode, with much to ponder over - so tuck in!Copyhackers websiteFind Jo on Twitter (or whatever we're calling it these days)Find Copyhackers on Instagram Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What is the bigger purpose behind your marketing?This is something that my guest this week has spent a lot of time thinking about. And it’s what she helps her clients uncover.Olivia Luper is the founder and Chief Strategist at Lexicon Advisor Marketing, a full-service digital marketing agency for financial professionals who want to align their values with their marketing to build a roster of ideal clients and feel good about what they do again. She is also a professional bodybuilder in the IFBB Pro League, a poet, and mother of three.And she’s one of my favourite people to chat to. Olivia’s approach to marketing is such a perfect mix of rock solid strategy, athlete-level consistency, and really caring about her clients.And today’s episode is, amongst other things, a masterclass in marketing strategy. You’ll also hear about:The importance of aligning your messaging and communicating your values with who you actually want to work with The freedom and confidence to be you - and all that means, and trust that the right people will be drawn to youHow I helped her rediscover aligned business messaging. How we all want to spend money with people who feel like our kind of people. And how to showcase the markers that help our audience figure out whether or not they feel safe with us.The differences in selling online and selling in person - and how the increased options make it even more important to make your messaging unique by using you - your valuesWhy aligned messaging can save you moneyAnd why outsourcing your own marketing can result in the kind of aha moments that transform your business. Oh, and how many planets are actually in retrograde right now!Find Olivia on InstagramFind Olivia on LinkedInSeth Godin: This is MarketingMary Karr: The Art of MemoirThe Wall Street Journal article  Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Buckle up - we're going on a journey today!After last week's conversation with Nora DiNuzzo about deconstructing whiteness, I wanted to bring you some practical steps on how you can continue the anti-racist work in real life.And so I called on Nora's friend, Amena Chaudhry, a DEI consultant and anti-racist personal trainer, to help.Amena and I spent some time talking about - how you need to start by building your anti-racist muscles, rather than trying to lift 300 pounds on your first day at the gym. - how her DEI work is about treating the cause rather than the symptoms. - And why removing conflict in your organization is not a sensible DEI metric. - We dig into how systems of oppression negatively affect everyone inside them. Even those who think they're at the top.And Amena gives us a peek into her Art of Interrupting Racism workshop with some tips on how we can do this in real life.Once you've listened to Amena,  I'd encourage you to run, not walk, to sign up for her art of interrupting racism workshop on the 19th of September.Sign up hereBook her as a speaker for your event or organisation.Go follow her on LinkedIn and make a commitment to act on at least one of her suggestions on how you can interrupt racism in person. , So settle down. Join me and Amena on this week's Soap Box.  Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

 Today's episode is a masterclass in stepping outside of your own experience, challenging how you see the world, and then doing something about it. I'm speaking to brand and business growth strategist Nora DiNuzzo. We talk about how Nora shifted her focus from pitching massive brands in her original agency days, towards helping smaller businesses in her community. We talk a lot about how she harnessed her own journey of deconstructing whiteness and privilege to help others do the same. Oh, and how she accidentally started an activist book club, why you should never ask people from marginalized communities to speak for free, and even reparations and how we can make a start on them without waiting for the government. Today's episode is a call to explore, encounter, and educate yourself. And if you want to do that in a community of curious people, trying to work it all out then why not consider joining The Soap Box? You can find out more about my community below.Here are some of the things Nora mentions in our discussion:Nora's LinkedIn profileDeconstructing Karen - the filmAmena Chaudhry (AIR workshop)Regina JacksonSaira RaoRace 2 DinnerDr Marcus CollinsSURJHueCindy GallupThe Guardian story about the Trevelyan family and reparationsErin Corine JohnsonLisa Hurley and The Great ExhaleSharon Hurley-Hall Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

 Have you ever thought - If you just work that little bit harder. Stay up that little bit later. Put in those few more or many more hours. If you can just do more. Then you'll get to the end of your, to do list. You'll finish all the admin jobs that you need getting done. You'll. Bag those clients, you'll ACE, your LinkedIn analytics. You will finally beat the algorithm. If so today's episode is for you. I'm talking to Louise Miller. Louise is the genie for your genius. She partners with coaches, consultants and community builders who have a big, exciting vision. Helping them land their ideas in reality, reach more people and make a bigger impact. Whilst taking care of everything they're juggling day to day. And being kind to themselves along the way. Louise's clients describe her as a soothing balm and a magician. And her experience of work-related stress and anxiety led her to develop a slower, more mindful approach to getting things done. In the episode, we talk about how hustle culture is based in patriarchal capitalism and how we can embrace slow productivity as activism. We talk about how Louise realized that there will never be an end point when everything is finished. And you can keep back on the beach with a pina colada. We discussed how she reframes productivity for her clients. And how asking for help. Is a revolutionary act. There's so much to dig into you. And I really, really hope that you find a sense of peace in doing less. Here's Louise's email: louise@bettylouonline.comHere's her LinkedIn:And you can grab Louise's five-step intervention here - designed to provide relief and a clear way forward for those who are feeling frantic and frazzled.It'll help you to…- get out of overwhelm- remember what’s most important- take action to keep you moving forward  Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Lu Castello, founder of Limuni, discusses how creating a healthy workplace can also benefit the world. They talk about the relationship between burnout and culture, the value of being authentic at work, the risk of repeating mistakes in all-female teams, the importance of necessary conversations, and the impact of diversity in the workplace. They also discuss integrating personal values into business, creating an inclusive space on LinkedIn, and the importance of cultural freedom and diversity.

You’ve listened to our previous episodes. You’ve realised that you CAN talk about politics (your values, your ethics, the things you care about) in your business messaging. You’ve had a glimpse of how 3 stellar business owners work this out in their own businesses.But how do you actually get started?In this episode I want to help you take the first step onto your soapbox (and give you a glimpse of what it’s like inside The Soap Box Community). We’re going to talk about uncovering your political pillars - the causes that matter to you - amongst the sea of options out there so that you don’t overwhelm your audience with 56 different campaigns every week. I’m going to show you how to tap into the conversation that is already happening (and make space for lived experience), rather than starting from scratch.And you’ll walk away with simple, actionable steps to get you started aligning your business with your values.  Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

In this episode I talk to Ro Janeway - The Copy Stylist. And you aren't going to want to miss it.Our conversation was far-ranging and incredibly interesting. There were tears. There were, well, there weren't rants, but there were very strong views. There were great ideas about how you can talk about the things that matter to you in your messaging.And we also covered how you can build a brand and build business practices that make your space more inclusive.Ro talks about calling people in instead of calling them out, they talk about how to be an ally rather than just paying performative. And in the context of the US right now, where there are states and areas, Where LGBTQ+ people fear for their lives and their personal safety, hearing about these kind of issues from someone who lives them every day is incredibly valuable, and you won't often get the opportunity to hear this kind of perspective in such an open and vulnerable way.Here are the goodies that Ro mentions in the episode:Get the Genderbread person hereFollow Alok on InstagramCheck out Ro's website Follow them on LinkedInFind them on Instagram Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

So, you've decided you want to weave politics into your messaging. But what are the things you need to think about before you do?This episode looks at what you should talk about, and what you should ignore, when to talk and when to shut up, which channels to use, and where to get help. Because we're in this together, and I want to make the whole process as easy for you as possible. Polly Toynbee's Women's Hour interviewJoin The Soap Box Membership Looking for more?Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging