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.

Funnel Fay

www.funnelfay.com

Sales funnel strategist and copywriting Queen for coaches, course creators and entrepreneurs striving to do good things for good people.

Sales Funnel Strategist & Copywriter

Smart Energy GB

Appointed to a newly created permanent role to deliver a strategic and targeted PR and communications plan to target the British public and small business owners. Oversaw a usage campaign in Feb 2022 to educate and support low income and prepay audiences ahead of the price cap increase, resulting in national and regional TV and radio interviews across the UK, with print and online coverage appearing in newspapers across the board. Led the PR initiative for a pilot programme in Derby, using the city as a test bed to benchmark results before and after a full marketing campaign took place. 

◼️Achieved 1.2m media impressions (against a target of 1m) through earned PR
◼️Recall of a case study story on BBC East Midlands Today ranked at 10% (against an average of 6%) 
◼️Spontaneous take-out of the BBC East Midland case study story ranked at 76% (exceeding the target of 55%) 
◼️As a result of the BBC East Midlands Today piece there was a 15% uplift (from 44% to 59%) in agreement that smart meters “will reduce GB’s environmental impact on the planet”

Deputy Director of Public Relations

Engaged following a Government charter to lead one of the biggest behavioural change campaigns in a generation - getting every home in Britain on board with smart meters. Held overall responsibility for an annual PR & Digital budget of over £5m. Managed 2 teams of 13 staff to create dynamic, engaging and innovative output to best serve the organisation’s objectives and help every home and small business in Britain have a smart meter on the wall by 2025. 

◼️Digital team took the strain when all ATL marketing activity was paused during Coronavirus pandemic 
◼️Social media campaigns saw +142% engagement levels based on benchmark figures 
◼️PR team created a bespoke campaign targeting the elderly and vulnerable audiences, advising them on energy use and partnering with Len Goodman to raise media interest 
◼️Story generated over 700 pieces of TV and Radio coverage, alongside national and regional newspaper pick-up
◼️In May 2020, during the height of the pandemic, PR coverage garnered 20.4m impressions, with a 100% favourable sentiment score

Interim Director of PR & Digital Media

Hearst UK

Recruited to work across all Hearst consumer brands, ensuring content reached its target audience and beyond. Positioned editorial spokespeople as experts in their field with global news outlets and created stories around Hearst Live events which brought magazine content to life. Managed a team of 5 and selected and managed supporting agencies and partners as required. Drove the strategic growth of the corporate narrative, working closely with the Leadership Team to deliver targeted comms plans. Liaised with B2B trade media to constantly position Hearst as a media innovator and leader within the industry to secure and bolster ad revenue. 

◼️Nominated for in-house team of the year at Corporate Comms Awards 2019 and PRCA Dare Awards 2019

Head of PR

Neko PR

Specialised in travel, aviation (private & commercial) and leisure sectors.

Clients included:
◼️Portside Inc. - engaged to announce their launch in Europe ahead of EBACE. Worked to secure interviews with key B2B trade media to position Portside and its founders as thought leaders in the business aviation software space.
◼️Viewport Studio - delivered coverage in HNWI outlets for luxury villa in Marbella. 
◼️Flight Experience London - created a brand presence for flight simulator in Putney. Secured extensive coverage in consumer titles with a focus on featuring in gift guides for key calendar moments. Also secured trade media coverage for business founders targeting aviation audiences.
◼️Seascape Adventures - created a brand strategy to launch an exclusive sailing trip business. Oversaw the development of creative assets and a website and evolved the brand story to become compelling and engaging to media and consumers alike.

Public Relations & Brand Consultant

NetJets Europe

Role expanded to take on full ownership of the brand, alongside public relations, in Europe, including overall responsibility for brand management and corporate identity, monitoring trends and acting swiftly to create campaigns to drive awareness and engagement, devising content strategies across all marketing channels, and managing media agencies and handling multi-million pound budgets

Brand & PR Director Europe

Headhunted to join NJE, part of NetJets Inc., the Berkshire Hathaway global leader in private aviation, to build effective press offices around the world and grow the brand presence in all relevant markets. Created a global narrative that delivered to UHNWI alongside the core business and financial media outlets. Managed brand and corporate communication across Europe, the US and Asia. 

◼️Co-edited and curated a brand new customer magazine 
◼️Successfully launched 2 new aircraft types into the fleet
◼️Created an Emergency Response Plan for Europe
◼️Launched the Phenom 300 jet at London City Airport with broadcast media
◼️Delivered a 30-minute TV feature, exclusively on NJE, with N-TV in Germany

Director, Public Relations

Virgin Atlantic

Role expanded to run the UK press office, covering both corporate and consumer communications to drive and protect corporate reputation alongside promoting the core brand values that Virgin Atlantic is renowned for. Worked directly with Sir Richard Branson on campaign plans. Pushed boundaries to deliver innovative, newsworthy content that captured consumers' imagination and ultimately supported revenue objectives for the business. 

◼️Engineered a team restructure to enhance global comms working practices and deliver stronger worldwide results which ultimately represent budgetary savings.
◼️Deputised as Director of Communications for 12 months
◼️Led 12 month launch plan for first 787 aircraft, which included a live gig performed by Rudimental on board a flight to Atlanta, broadcast via WiFi
◼️Spearheaded campaign to launch new Vivienne Westwood designed uniforms
◼️Led the global comms on Delta Air Lines Joint Venture announcement and implementation
◼️Introduced the CEO to the UK media
◼️Developed and oversaw the comms strategy for launch of Little Red, VAA's new domestic service
◼️Developed concept of the first ever pop-up Clubhouse at V Festival, the airline's first foray into experiential activity
◼️Led the global unveiling of Google Glass pilot scheme

Head of Global Public Relations

Recruited to manage the UK press office and a team of 5 Press Officers. Provided strategic counsel for the CEO and divisional Directors in all media matters. Led and managed crisis comms messaging as required. Nurtured and maintained close relationships with core UK travel, transport, aviation and city news desks across all media channels.

MHP Mischief

Head-hunted to join Mischief as a member of the senior management team, heading up EA Game, EA Play and SEGA videogame accounts.

Associate Director

Sapporo Board of Education

Took a one-year sabbatical to work as an assistant language teacher on the prestigious JET programme in Japan. Helped team-teach English to Junior High and Elementary school students in the Sapporo City area.

Assistant Language Teacher (sabbatical)

Sega

Managed consumer PR initiatives for the UK market, including creative strategic planning to promote SEGA products across TV, print, online and digital media outlets to secure maximum coverage opportunities. Worked on videogame launches, including Mario & Sonic at the Olympic Games, the Football Manager franchise, House of the Dead: Overkill, the Total War franchise, Bayonetta, Aliens Vs Predator and numerous Sonic the Hedgehog titles.

UK Consumer PR Manager

Sales funnel strategies for coaches ready to hit 6+7 figures | DWY + DFY Strategy Sessions | DFY Launch Builds | I take away your automation headaches | Ex-Head of Global PR for Richard Branson (yes, I've seen his pants)

Tired of putting in a sh*t-load of effort to only get mediocre sales? 🙋🏼‍♀️

It’s pretty frustrating when you spend massive amounts of time planning your launch, and the results don’t reflect the investment.

No. 

Scratch that. 

It’s not frustrating. 

It’s unacceptable.

You know you’ve got a killer course, program or service to sell. 

But did you know HOW you launch and get in front of your dream audience will determine how you can scale and drive up your revenue?

If you’re stuck in a rut, staring at a flashing cursor hoping for inspiration to strike and email gold to flow out of your fingertips…close that Google Doc.

If you’re trying to teach yourself how to use CRM software and frantically googling ‘What the heck is a funnel, and do I really need one’...shut your laptop.

And if you’re struggling to find time to actually focus on the product you’re hoping to launch…go make a cup of tea and sit down for 5 minutes. 

You can’t do it all. You already wear ALL the hats. 

Just because you can write doesn’t mean you have to be your own copywriter. 

Just because you can use a laptop doesn’t mean you have to learn how to build your own funnel.

A strategic launch is going to set you up for long-term success. 

Read that again and let it sink in…

…Whether it’s your first or fiftieth launch, you need to partner with someone you can trust. Someone who lives and breathes your brand and knows your audience inside out.

A person with years of experience in persuasive communications who’s genuinely fun and caring to work with.

>> Hello there! 👋 <<

I’m a funnel copywriter and strategist. A word nerd who also happens to love building (and fixing) leak-proof funnels to transform your sales cycle.

If you're a coach, creative or an entrepreneur, I can help with all aspects of your launch. 

I write high-converting:

>> Social ads
>> Lead magnets
>> Landing pages
>> Email campaigns
>> Sales pages

And I use CRM software to build:

>> Opt-in funnels
>> Nurture funnels
>> Webinar funnels
>> Application funnels

Some clients need EVERYTHING. 

Others are struggling to get their welcome email sequence ticked off their to-do list, so they get me involved to help out. Some want me to rewrite their sales page because 

It
Just
Isn’t 
Bringing
Home
The
Bacon.

📲 A 30-minute intro call usually gets to the bottom of your funnel challenge, and we can make a plan from there.

🔝 You can book one directly by clicking the link at the top of my profile. Or send me a DM, and you’ll be one step closer to the launch you deserve.

taplio

The Battle

Lois McKenzie

Fay Jennings

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