Crafting Your Brand's Voice: Building Powerful Messaging Pillars with Zoie Callihan

"Popular! You're gonna be popular!" Glinda's iconic song from Wicked is catchy, confident, and completely wrong—at least when it comes to your marketing strategy. Just like that peppy song promises popularity is the answer to everything, we're often told that appealing to everyone is the key to business success. But is that actually true?In this episode, I'm exploring why being specific (and authentic!) beats being popular in business, and how to stop diluting your message trying to please everyone. You'll learn how to identify your unique angle, craft messaging that attracts perfect-fit clients, and build a business that's sustainable without trying to appeal to people who were never even your. buyers in the first place.__________________________________________EPISODE 145.Read the show notes and view the full transcript here: ______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, Mindful Marketing, The Power in Purpose, and Business-First Creatives.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing efforts• Visit Erin's website to learn more about her business, services, and products• Come chat with Erin on Threads, Instagram, or LinkedInWant to keep talking copy? Send me a text message!

Drowning in holiday marketing emails? Wondering if your small business should join the holiday promotional mayhem? While everyone else is rushing to create Black Friday deals and holiday promotions, you might be questioning if it's really worth the effort (and the cost).This episode breaks down the real pros and cons of holiday marketing (without the sugar coating), plus creative alternatives if you decide to skip the seasonal rush. It's perfect for business owners who want to make smart decisions, not just follow the crowd. You'll learn how to evaluate if holiday marketing makes sense for your business and discover strategic alternatives that might work better for you.__________________________________________EPISODE 144.Read the show notes and view the full transcript here: https://erinollila.com/holiday-marketing-for-small-businesses-episode/______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, Mindful Marketing, The Power in Purpose, and Business-First Creatives.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing efforts• Visit Erin's website to learn more about her business, services, and products• Come chat with Erin on Threads, Instagram, or LinkedInWant to keep talking copy? Send me a text message!

Is your brand messaging guide collecting digital dust somewhere in your Google Drive? You know what I'm talking about, right? That beautiful PDF you hired a copywriter or brand strategist to write, full of amazing insights about your brand voice, that you haven't looked at since you downloaded it. Yeah, and if you remember, this likely wasn't a small investment, either.In this episode, I'm breaking down exactly how to use a brand messaging guide. You'll learn how to transform that fancy PDF into your secret weapon for consistent, compelling content that actually connects. Learn my practical system for putting your guide to work across every platform (without driving yourself nuts trying to do it all).___________________________________________EPISODE 143.Read the show notes and view the full transcript here: https://erinollila.com/how-to-use-a-brand-messaging-guide-episode/______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, Mindful Marketing, The Power in Purpose, and Business-First Creatives.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing efforts• Visit Erin's website to learn more about her business, services, and products• Come chat with Erin on Threads, Instagram, or LinkedInWant to keep talking copy? Send me a text message!

Ever scroll through your own business's content and feel like each piece was written by a different person? Maybe your Monday blog post sounds nothing like your Thursday email newsletter, or your social media content seems like there's a different "you" posting every day.If so, your business needs an editorial style guide. And no, it's not just for big corporations. In this episode, you'll learn how to create editorial guidelines that keep your content consistent without losing your authentic voice.Discover the essential components of an effective style guide, from voice and tone to content rules. Learn how to adapt your message across different platforms while maintaining your brand personality, plus get practical examples of style guides in action for different types of businesses.___________________________________________EPISODE 142.Read the show notes and view the full transcript here: https://erinollila.com/what-is-an-editorial-style-guide-episode/______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, Mindful Marketing, The Power in Purpose, and Business-First Creatives.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing effortsWant to keep talking copy? Send me a text message!

Ever freeze up when someone asks "So, what do you do?" Or worse, have you found yourself reciting a robotic elevator pitch that makes you sound like a walking LinkedIn profile? If so, you're not alone. In this episode, I'm breaking down why traditional elevator pitches often fail and how to craft one that actually starts conversations instead of killing them.You'll learn how to build a flexible elevator pitch framework that adapts to different situations and audiences. And, you may also identify practical strategies for explaining what you do in a way that's natural, engaging, and effective—whether you're at a networking event, on a podcast, or talking to your great aunt and uncle at Thanksgiving dinner.___________________________________________EPISODE 141.Read the show notes and view the full transcript here: https://erinollila.com/how-to-elevator-pitch-yourself-and-your-business/______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, Mindful Marketing, The Power in Purpose, and Business-First Creatives.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing effortsWant to keep talking copy? Send me a text message!

Have you ever been told you need to pick just one ideal client avatar? You know, that mythical person who's supposed to represent your entire customer base, as if all your potential clients are exactly the same person. Meh, I don't buy it.In this episode, I'm calling out this "one ideal client" rule for what it is—outdated advice that might be holding you back. I'll show you why having multiple ideal client personas isn't just okay—it's actually essential for most businesses. You'll learn how to market effectively to different client types without watering down your message or confusing anyone. Plus, get practical strategies for adapting your content across different marketing channels while keeping your brand voice strong, along with actionable tips for identifying and speaking to your own multiple ideal clients.___________________________________________EPISODE 140.Read the show notes and view the full transcript here: https://erinollila.com/why-your-business-needs-more-than-one-ideal-client-persona/______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing effortsWant to keep talking copy? Send me a text message!

Ever feel like your brand messaging is just a jumble of nice-sounding words that don't actually mean anything? You're not alone, and that's exactly why this brand messaging series is so important for creatives and small business owners. In this episode, Ashlee Sang and I tackle the often-overwhelming task of creating authentic mission, vision, and value statements that actually guide your business decisions—not just collect dust on your website's about page.We break down Ashlee's three-phase framework for establishing, defining, and applying your values in ways that resonate with both you and your audience. You'll learn practical strategies for uncovering your true brand values, ways to test if they're actually working, and how to evolve them naturally as your business grows.___________________________________________EPISODE 139.Read the show notes and view the full transcript here: https://erinollila.com/mission-vision-and-value-statements-ashlee-sang/______________________________________________Learn more about our guest expert, Ashlee SangAshlee Sang consults overthinking business owners so they can grow their impact and their revenue. Through Ashlee Sang Consulting and as host of the Purpose & Progress Podcast, she equips entrepreneurs to take confident, meaningful action in alignment with their values. She believes that business can feel and do good when it's rooted in values and propelled by purpose.Before doing brand messaging strategy and marketing consulting, she worked with a variety of nonprofit organizations, including a human rights education NGO in Senegal and a local branch of Habitat for Humanity. The common thread has been sharing messages that matter. Check out her website and grab her elevator pitch guide while you're at it.Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing effortsWant to keep talking copy? Send me a text message!

A brand messaging kit isn't just another business document that takes up space and collects dust in your office—or at least it shouldn't be. Think of brand messaging as your business's North Star. It ensures consistent, powerful communication across every platform or marketing action you take. Today, I'm pulling back the curtain to show you exactly what goes into the brand messaging guides I create for my clients, and why they're absolute game-changers for businesses of any size.Want to know the difference between a corporate-level brand messaging kit and what works for small businesses? In this episode, I break down the six essential sections of a professional brand messaging guide, showing you how each piece builds on the next to create a rock-solid foundation for your brand's communication strategy. Plus, I'll share real examples of how different businesses put these guides to work.___________________________________________EPISODE 138.Read the show notes and view the full transcript here: https://erinollila.com/a-sneak-peek-into-the-brand-messaging-kit-i-create-for-my-clients/______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to create your own brand messaging guide• Reach out her on Instagram, Threads, and YouTubeWant to keep talking copy? Send me a text message!

Ever found yourself tongue-tied when trying to explain what makes your business special? If so, you're not alone. In this episode of Talk Copy to Me, I chat with fellow copywriter and brand messaging strategist Zoie Callihan about brand messaging pillars and guides. We explore how these tools can improve everything in your marketing, help you connect with your audience in a way that feels genuine, and make your brand pop in a sea of — let's face it — sameness.Whether you're flying solo or captaining a growing team, this episode is full of nuggets to improve your brand communication and make you stand out in a way that feels authentic and is easy to replicate over time. No jargon, no fluff – just actionable advice to make your brand shine.___________________________________________EPISODE 137.Read the show notes and view the full transcript here:https://erinollila.com/zoie-callihan-on-brand-messaging-pillars/______________________________________________Learn more about our guest expert, Zoie Callihan of Lexicon Copy Co.Zoie Callihan is the messaging strategist and copywriter behind Lexicon Copy Co., an owner-operated full-service copywriting studio. She designs distinctive voices and writes clever, personality-rich copy for brands who step outside of the genre of their industry. Instead of focusing on a single platform (like a website), her studio crafts copy that appears throughout a brand’s entire customer journey — from the converting copy on a sales page, to the nurturing copy of a packaging insert, all the way down to the microcopy of their user experience.When you're done listening to this episode, check out her website, and then find her on Instagram, TikTok, and LinkedIn.Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing efforts• Reach out her on Instagram,Want to keep talking copy? Send me a text message!

Ever found yourself tongue-tied when someone asks, "So, what do you do?" or "What is your business about?" If so, you're not absolutely not alone. In this  episode of Talk Copy to Me, I'm tackling the question, "What is brand messaging?" I'll cover why it's important to move from a bland "Ehhhh....We sell stuff?" question-like response to a comfortable, cozy, well-practice narrative. I'll break down common messaging mistakes that might be holding you back and serve up practical tips to craft a brand message that's authentically you. By the end of this episode, I'm hoping you'll feel as if you have the know-how necessary to make your brand's voice impossible to ignore.___________________________________________EPISODE 136.Read the show notes and view the full transcript here:https://erinollila.com/what-is-brand-messaging-episode/______________________________________________Here's info on your host, Erin OllilaErin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.Stay in touch with Erin Ollila, SEO website copywriter:• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing efforts• Reach out her on Instagram,Want to keep talking copy? Send me a text message!