Lois McKenzie

Up Club

In May, I’ll finally be opening the doors to a course which will be a live teaching & coaching of a curriculum I’ve been developing for, literally, 5 years (not one to rush things 🤣).

My deepest desire is that this will be the least wanky and most practical course you could ever possibly take for your writing. Yes, it will be a copywriting course. But more than that, I want to help you really rebuild your relationship to writing and the written word.

The curriculum has been developing for 5 years, yes. But it’s also based on an almost 17 year (!!) career flinging ink for everyone from Fortune 500s to best selling authors. From writing taglines for $500 hairbrushes to defining the most important thought leadership of industry-shifting personal brands. We going deep (we just will not be diving). 

We’re going to activate fresh thinking, cultivate your breakthrough ideas and learn how to express them, all through your writing.

Sweet Talk is an 8 week copywriting, messaging & writing course that will teach you how to write copy so good that brands, clients and customers will be tripping over themselves to sell their ideas TO YOU.

Because when you know how to write really, really good copy it feels less like selling people and more like offering an invitation into a world they already want to be a part of.

This course is perfect for you if

❤️‍🔥 You're a creative, entrepreneur, founder, service pro, coach, marketer who wants to master copywriting for your own business...

❤️‍🔥 You love writing but struggle with wrangling that creative energy for long enough to write copy that you really cannot wait to share.

I’m not claiming to be some gate-keeping, untold-secret-holding, answer-to-all-of-your-prayers, genius word guru (although that does have a ring to it). But I will teach you the tools I've learned to generate $10m in sales & $4m in capital as a top conversion copywriter over a decade.

Send me a DM if this tickles your fancy. Spaces are extremely limited.

Copy & Messaging Consultant & Copywriter

Elaina Ray International

Content Coach

Marketing Director

Do It Marketing

Sales Director

Copywriter

Various

I didn't always want to be a copywriter. I just wanted to write.

I would be nose-deep in books, fantasising about one day toiling away at a desk in dungarees with a pencil in my hair (I was an Enid Blyton fan, OK) and writing things that people would be utterly enamoured by. 

Life happened. 

And over the years, I heard things like, 'starving artist', 'nobody makes any money writing books anymore' and 'you can write, but you also need to make money'. 

So, I did what any self-respecting creative would do. I went into advertising 😬

I started writing headlines for a daily print news cycle, moved on to writing website copy for restaurants at a local 'digital marketing' agency, when nobody even really knew what that word meant. 

Then I started writing taglines and headlines and product names for startups for an agency in New York. From $500 hairbrushes to Beef Jerky, my job was making things sound good. 

I honestly thought I'd hit peak career and imagined myself moving to New York and swanning about in cafes, this time the vision was a little more refined. Perhaps a pencil behind the ear. 

But, life happened again. 

When I got pregnant with my daughter I knew I didn't want to live as a slave to fast-paced advertising agency life... so I set out on my own (lol why did nobody tell me that would be even worse).

Since then, I've ghostwritten two best-selling books, I've written sales pages that have sold 7 figures. I once wrote an email that got a 66.2% Click Through Rate and generated 6 figures in revenue overnight (true story).

In all of this time I've done everything possible to only work with brands who's values I can get behind. While, I am aware copywriting is hardly the Lord's work, I try to make an honest living. 

Now, I spend most of my time educating business owners on how to do these kinds of things with their own words. Through coaching & workshops, and now a new course I'm launching in May 2024.

If you read all of this, come say hi.

Freelance Writer

Bolt Digital Agency

From working with every possible different brand as a freelance writer to becoming the Head Copywriter at Bolt Digital Agency, my career evolved significantly over the years. 

With Bolt I had the pleasure of being back in real, fast-moving, digital agency life. It was exciting. Every brand something new and different. 

My role was to write high-converting stories for our high profile clients -- lots of VC backed start ups that secured multi-millions in funding after we were done: dating apps, luxury hotels, global fintech startups, and even granola bars. 

Each assignment was a masterclass in articulating unique brand messages, appealing to diverse audiences, and launching or scaling businesses effectively. 

As Head Copywriter at Bolt, I also hired and mentored other writers, and if you've ever taught a subject, you'll know that's the real key to deepening your expertise. Figuring out how to help someone else articulate something, and then letting go of the reins was a whole new education in copywriting. 

It was also amazing to be hiring writers from earlier on in my career -- I have such a good idea of the market on both sides of the coin that has helped me serve clients immensely.

Head Copywriter

Blackpool Gazette, Johnston Press

As a fresh-faced 17 year old who had life-long dreams of becoming a writer, a decidedly green idea of what that might actually take but filled with ambition, I found my start at the Blackpool Gazette as a junior advertising copywriter. 

I caught two buses to get to their head office and asked to speak to the editor -- if I could go back and speak to myself now! The receptionist was a little amused and didn't expect her to let me in. But, for some reason, she did. She appreciated my tenacity and instead of giving me some spicy hot story to get out and report on (which is how I'd imagined it would go in my head) she suggested I join the advertising team writing headlines. 

It wasn't quite my Vogue fantasy, but it was a start. So I took it and jumped in. 

Turns out coming up with headlines under 10 words for high-pressure advertising sales reps is a good education – a proper crash course in advertising and copywriting and I was fortunately quite good at it. 

Learning the art of writing sticky 10-word headlines for high-stake clients, I discovered the heart-thumping pressure and invaluable advertising lessons of a daily print news cycle. These experiences sparked my lifelong love for concise, persuasive copy that remains both my arch nemesis and my best friend.

Junior advertising copywriter

Million-dollar verbal carpentry | Copywriting & messaging strategy that has earned our clients $8M+ in sales and $4M+ in capital.

Growing up my Mum had books everywhere.

All over the house.

Instead of a bedside table she had a leaning tower of books.

Cups of half-drunk tea perched perilously on the edge of whichever one had landed on top.

One slight wrong move or sharp turn with the bedcovers, and cold, long-forgotten tea would spill everywhere.

Which, of course, happened often.

Because she was always lost in one of three or four or five books she was reading at any given moment (she likes to start a few at once, so "you never finish one too soon").

We had two huge bookshelves that still weren’t even enough to house all of the books

-- and of all of the furniture we bought and sold and lost and broke over the years, those two, gargantuan wooden beasts survived until the day she moved to live on a boat (that’s a whole other story but thankfully the Kindle was invented).

There were piles of books on top of the shelves, beside the shelves, next to the couch.

Even in the kitchen.

My childhood friends still to this day remember our book-furniture house.

This all-consuming love-of-stories is something I got from her. I never realised it at the time. But, this is one of the greatest gifts my Mum ever gave me.

We didn’t have loads of money growing up. But we had stories.

We had whole other worlds to escape to.

The perfect medicine for any kind of affliction of the soul.

And this is what stories do.

This is what good narrative has the power to do. They are medicine. A literary apothecary.

You can transform someone's life, heartache, dreams.
You can help people change their mind about love, about pain, about money, about potential.

All with a well told story.

How does the world ever change?
How do you get people to pay attention?
How do you connect with the right people?

It starts with stories. It always starts with stories.

Storytelling has become such a huge part of my life and my work and my way of thinking. I've helped people & brands make millions of dollars telling stories.

No matter what your business is, if you can get better at one thing -- let it be telling stories. Let the most important conversations you were put here to lead be the thing that everyone loves about you.

If you need help, I can do that in 3 ways:

🔥 1:1 copy coaching
🔥 Hire me to write your web copy
🔥 Copy Club: like a private members lounge for creative founders & storytellers
🔥 Sweet Talk: a copywriting course that will teach you to write in a way that feels like art and sells like hot cakes

If you love stories as much as I do, drop me a DM and share one with me :)

Founder

We’re known for creating content that looks, feels and sounds like you. Content that builds authority, brings more eyes to your work and shines a light on your mission. Content that positions you as the expert that you are and gives you the platform you need to drive change.

In short: content that positions you as the obvious choice.
 
We're the secret ingredient to leveraging your expertise so that you can increase your impact, visibility and authority without needing to increase the time you spend online.
 
...and without your message losing its authenticity and integrity.

What we do: ghostwritten authority and thought leadership content, web copy, copywriting & strategy and LinkedIn VIP days.

Turning LinkedIn Profiles to Profit for B2B Founder | Content, Design & Strategy

I help service-based entrepreneurs build clear, strategic & meaningful brands online.

Over the last 3 years, I’ve been creating content on LinkedIn & as a result:

 – Gained 17K+ followers
 – 6K+ newsletter subscribers
 – 2M+ content impressions

But what truly shaped me wasn’t the numbers, it was the process.

Understanding the brand and marketing strategy to help brands become clear, meaningful & creative.

I specialise in service-based businesses that want to build trust online.

Today, I work with founders, creators and entrepreneurs to:

 ✓ Clarify their positioning & messaging
 ✓ Build their personal and business brand online
 ✓ Create a marketing strategy that drives consistent inbound growth

With a background in visual design, I bring both sides of branding together, strategy + aesthetics.
So you don’t just look good online, you’re positioned to grow with purpose.

Two ways to work together:

 1️⃣ Done-for-You: Creative brand management services.
 2️⃣ Consulting: I will guide or build a strategy for your brand.

If you own a service-based business and want to turn your expertise into a strategic brand.

 📩 DM “STRATEGY” to learn how I can help you grow with structure and purpose.

Aryan Kumar

90% of people don't know what Personal Branding is...

And they miss an opportunity.

Not the opportunity to “go viral.”

But the opportunity to build:

- Trust
- Visibility
- Demand 

Many entrepreneurs & founders have misconceptions about it.

I broke this down in the carousel below. 👇

Aryan Kumar (AK)

Brand Strategy & Marketing | Helping Brands @ Galaxio Studio ↗

Personal Branding Evolution

Marketing always has a double-edged sword.

And in today's world, we need something smart.

Marketing always used to have 2 major leaders who shaped the marketing.

1. The Self-made Marketers

2. The PhD Scholar Marketers

Most marketers today lean too heavily to one side, either pure hustle with less theory or pure theory with less going out of the box.

But the smart brands borrow from both worlds.

This carousel breaks down the 6 marketers who have contributed to the marketing world.

In this, you can see exactly where their ideas collide and where they complement each other.

If you’re serious about growth:

✓ Study the scholars. 
✓ Execute like the self-made. 
✓ Build your own hybrid.

Drop your thoughts below 👇

Who built modern marketing?

If you can’t explain your brand on 1 page, then 100 pages won’t save you.

Most founders overcomplicate brand strategy.

It’s not a 100-page deck or a trendy mind map.

It’s clarity.

And this one-page blueprint explains the six pieces every brand needs to get there.

Here’s the simple breakdown:

1️⃣ 𝗬𝗼𝘂𝗿 𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗮𝘀𝘀. 
If you can’t say why you exist in one sentence, your market won’t either.

2️⃣ 𝗬𝗼𝘂𝗿 𝗮𝘃𝗮𝘁𝗮𝗿 𝗶𝘀 𝘁𝗵𝗲 𝗳𝗶𝗹𝘁𝗲𝗿. 
Speak to one type of customer, not the entire internet.

3️⃣ 𝗬𝗼𝘂𝗿 𝗰𝗼𝗿𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗶𝘀 𝘁𝗵𝗲 𝗮𝗻𝗰𝗵𝗼𝗿. 
Your brand only matters if you solve something that keeps people up at night.

4️⃣ 𝗬𝗼𝘂𝗿 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗶𝘀 𝘁𝗵𝗲 𝗽𝘂𝗻𝗰𝗵𝗹𝗶𝗻𝗲. 
One line that separates you from everyone who looks just like you.

5️⃣ 𝗬𝗼𝘂𝗿 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗽𝗶𝗹𝗹𝗮𝗿𝘀 𝗱𝗼 𝘁𝗵𝗲 𝗵𝗲𝗮𝘃𝘆 𝗹𝗶𝗳𝘁𝗶𝗻𝗴. 
3-5 talking points you repeat until they stick.

6️⃣ 𝗬𝗼𝘂𝗿 𝗽𝗿𝗼𝗼𝗳 𝗽𝗼𝗶𝗻𝘁𝘀 𝗯𝘂𝗶𝗹𝗱 𝘁𝗿𝘂𝘀𝘁. 
Claims are cheap. Evidence converts.

The brands that win are not complex, they're stupid simple & clear.

An infographic content of a brand strategy blueprint on one page, which helps others to learn how to build a brand strategy.

​​No advice matters if your content gets no traffic.

And that’s exactly where most brands fail.

Visibility comes first. Profitability comes later.

In service businesses, content marketing is crucial.

But many assume content = promotion.

So they publish sales posts & wonder why nothing happens.

- A few likes from colleagues
- Zero inbound customers
- “Organic is dead” mindset

This happens because you treat organic content like ads.

Paid ads buy visibility.
Organic content earns visibility through strategy.

If your first posts promote your service, the algorithm has no idea who your real audience is.

Before selling, you need to attract, educate, and connect with that audience.

The simplest way to do it?

𝗧𝗵𝗲 𝗘𝗘𝗘 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸

1️⃣ Educate: Share insights, solutions, and explanations your audience genuinely needs.

2️⃣ Entertain: Use stories, humor, or relatable experiences to keep them engaged.

3️⃣ Engage: Ask questions, start conversations & be involved in your audience's content too.

(Always stay relevant to your industry.)

When you consistently show up with EEE content, you build visibility.
Visibility leads to credibility.
Credibility eventually drives profitability.

Visibility → Credibility → Profitability

I’ll break down the credibility and profitability side of the strategy in the next post.

Till then, I’m on my way to make marketing stupid simple for you.

Infographic content explaining the content strategy of how to get visibility on content. It breaks down the content funnel, organic visibility, Paid vs Organic and content framework. Content marketing strategy blueprint.

STOP chasing NEW CLIENTS. Unpopular truth about client acquisition & why 80% of businesses fail to understand it.

When I started my business journey...

I have one goal - Revenue

☑ Get more clients
☑ Get more money

And at that time my philosophy was:

More new clients = Successful Business

Tbh, it is a partial reality.

Then, moving forward…

I was luckily able to get a rich pool of clients.

💀 Some who pull soul out of me
🧡 Some who kept my passion alive 

Now, this phase totally changed me.

Now I’ve noticed a pattern of the bad clients.

Which end up teaching me a solid lesson:

❌ More new clients ≠ Successful Business
✅ Few loyal clients = Successful Business

“𝑇ℎ𝑒 𝑝𝑢𝑟𝑝𝑜𝑠𝑒 𝑜𝑓 𝑎 𝑏𝑢𝑠𝑖𝑛𝑒𝑠𝑠 𝑖𝑠 𝑡𝑜 𝑐𝑟𝑒𝑎𝑡𝑒 & 𝑘𝑒𝑒𝑝 𝑎 𝑐𝑢𝑠𝑡𝑜𝑚𝑒𝑟.”

If you agree with this…

Then tell me what are you doing for “𝗸𝗲𝗲𝗽𝗶𝗻𝗴 𝗮 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿”

I know many of you don’t have any answers, b’cuz

80% of folks focuses on “getting new clients”
20% only focuses on “retaining a client”

For example:

Marketing efforts we do for getting a new client:

☑ Google ads, FB Ads, LinkedIn Ads
☑ Sales team, cold calls, client pitching 
☑ Brochurs, flyers, event meetups

V/s

Marketing efforts we can do to retain a client:

☑ Content marketing (build more trust)
☑ Personal Branding (strengthen your identity)
☑ Email marketing (let clients stay updated)

Whether it's B2B or B2C…

Retaining is like giving a satisfying experience to your client.

STOP treating new clients like gold & loyal clients like granted. 

A satisfied customer is the best business strategy of all.

PERIOD.

Professional portrait of an entrepreneur (man in white shirt and glasses) in a contemplative pose. The image features the text "REVENUE" and is used to promote content about customer retention and why revenue is useless without loyal clients.

taplio

The Battle

Lois McKenzie

Aryan Kumar

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taplio

The Battle

Lois McKenzie

Aryan Kumar

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Aryan Kumar's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAryan Kumar's LinkedIn Performance