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In this episode of Small Business Origins, host John Kelley interviews Haley Burns, founder of SugarCopy, a Chicago-based copywriting agency focused on direct response copy for coaches and online course creators. They discuss Haley's journey from studying science in Scotland to becoming a digital nomad and freelance copywriter, as well as the importance of research and personality in crafting persuasive copy.
Main Discussion Points:
- Haley's origin story: Studied science in Scotland, worked odd jobs and in a call center before discovering copywriting online and teaching herself (00:03:34 - 00:05:13)
- Haley's niche: Started in tech/SaaS, now focuses on coaches, course creators and "inspirational brands" (00:07:13 - 00:08:12)
- The value of hiring a copywriter vs. using AI tools like ChatGPT (00:09:46 - 00:11:04)
- How Haley expresses a client's personality and voice in her copy (00:16:34 - 00:17:23)
- Things to look for when hiring a copywriter (extensive research process) (00:20:57 - 00:22:03)
Key Quotes:
"I spend a lot of time in a big nerdy spreadsheet, like organizing what are those top things that customers are looking to buy and what will resonate with them?" (00:10:38)
"It's like having a salesman on your website. It's the difference between just I don't know, it's everything to have the right words because that's the starting point into your brand." (00:26:38)
"I'm able to take some really boring concepts and make them super snazzy, and I think that that's really important today." (00:28:48)
Links Mentioned:
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Copywriter
Haley Burns is a conversion copywriter and launch strategist who specializes in writing anti-bland, top-converting copy for businesses on soulful missions. From sales pages to emails—she writes yummy words that sound like you and reel in dollar signs.
In a galaxy far, far away, she earned a degree in Biomedical Science. That’s where her love affair for wellness started.
*record scratch* *freeze frame* She moved then to London on a whim, began working in marketing, and learned to churn out personality-packed copy (that makes big monies).
From courses to masterminds, she studied the greats of direct marketing like it was her friggin' religion.
Now, she uses this copy “sorcery” to help inspirational brands win customers while living out their boldest vision.
She’s based in Chicago and around Europe #nomadlife. Besides spending 99% of her life neck deep in cacao smoothie bowls, she is a huge fitness-geek, self-improvement junkie, book-worm, gamer (nerd alert), and always on a plane.
Visit www.smallbusinessorigin.com to hear more, and connect!
