If you’ve ever wondered why your email marketing isn’t converting, or why “join our newsletter” doesn’t inspire anyone to join your newsletter, this episode will change how you think about email completely.

Today, I’m joined by Australian copywriter and ghostwriter Katia Spies, who’s built a highly profitable niche by creating a sequence known as Educational Email Courses. These are not your typical lead magnets. They’re structured, strategic, and designed to turn cold subscribers into qualified buyers.

Katia shares how she’s evolved from traditional copywriting into a more personalised, results-driven approach that blends strategy, storytelling, and email automation; why ghost-writing is having a moment, and how businesses can replace tired lead magnets with something far more engaging and effective.

What we cover:

• The difference between copywriting and ghost-writing (and why it matters more than ever).
• Why personal brands are outperforming traditional brand messaging.
• What an Educational Email Course is and how it works.
• Why “join our newsletter” is no longer enough.
• How a 5-day email course builds trust and warms leads before the ‘sell’.
• Real examples of EECs in action, including high-ticket services.
• The structure of a high-converting email course (and what to include each day).
• Ideal email length, format, and delivery timing.
• Where to promote your email course for maximum sign-ups.
• Why segmentation is the secret to better email performance.
• How to clean your email list (and why it actually improves results).
• The truth about ‘email is dead’ and what’s really happening instead.
• Katia’s take on SEO and what still works.
• How AI is changing copywriting and why human editing still wins.
• Smart ways to use AI as a copywriter without losing your voice.

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This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au

Join our community of copywriters at CopyClub.com.au.

See omnystudio.com/listener for privacy information.

If you want to learn how to build a successful business, it pays to speak to someone who has seen hundreds of businesses fail.

James Stewart is an insolvency expert. Wait, don’t leave! He’s actually very interesting, and I’ve invited him on specifically for a few reasons.

Firstly, if you want to learn how to succeed in business, you need to know how and why businesses fail.

Secondly, James was a senior partner at KPMG, and they are in the business of selling their services for millions and millions of dollars. I wanted to know how they and he did that. Because at its core, copywriting is no different. It’s a service, and whether it’s a $500 blog or a $500,000 website, learning how to sell your services without selling yourself is a skill everyone needs to learn.

James Stewart has spent 40 years helping companies navigate their toughest moments. From major retail collapses to high-stakes turnarounds, James has seen exactly what works… and what doesn’t.

And the surprising part?

The lessons aren’t just for big corporates. They apply just as much to freelancers, creatives, and small business owners trying to grow something meaningful.

This conversation dives into the secrets of success from some of Australia's top corporate leaders: how to sell without selling, how to become more likeable so people want to do business with you, and how to cope with rejection and stay strong.

You’ll also learn how to:

• Play to your strengths and overcome your limitations
• Simplify and package up your offering so it’s easier for clients to understand and buy
• Solve a customer’s problem before you start selling your service
• Leverage the secrets of success from some of Australia’s top founders
• Set up your own self-employed business (from someone who’s just done it)

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This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au

Join our community of copywriters at CopyClub.com.au.

See omnystudio.com/listener for privacy information.

What if success isn’t about scaling up… but about scaling back?

In this episode, Sara Howard shares the real story behind closing her writing agency of 18 years and returning to solo work, on purpose. We discuss what’s happening in the industry right now, why there’s more copywriting work than ever before, why this is the year of the freelancer, and how writers can stay relevant (and in demand) in an AI-dominant world. Sara also reveals her lead generation hack that any copywriter, be it a novice or an old timer, can use to source new clients.

What we cover in this episode:

• Why Sara chose to close a successful agency and go back to solo work.
• The rise of freelancers and why big agency models are struggling right now.
• What “slow, intentional growth” actually looks like in practice.
• The biggest mistake freelancers make with lead generation (and how to fix it).
• A simple 3-part system to create consistent leads and cash flow.
• Why referrals alone are risky and what to do instead.
• The most underrated way to win high-value clients (hint: it’s offline).
• How one conversation at an event turned into $1M+ in business.
• What to post on LinkedIn to stay visible without burning out.
• How to follow up with clients in a way that feels natural, not pushy.
• Where AI is actually impacting writing (and where it’s not).
• Why storytelling is becoming the most valuable skill in business.
• How writers can shift from “content creators” to strategic partners.
• Smart ways to use AI without losing your voice.

Read the show notes

This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au

Join our community of copywriters at CopyClub.com.au.

See omnystudio.com/listener for privacy information.