The Soap Box Podcast

We think we know what it takes to market a business online. A bit of Instagram wizardry here, a five-step LinkedIn funnel there, a sprinkle of referral strategy and maybe a course by someone who talks like Alex Hormozi but wears a skirt suit – and boom, marketing sorted. Right?Wrong.This isn't technically a marketing podcast, but let's be honest, if you're a business owner with a social conscience, you need a way to market that actually works without selling your soul. You want to reach people, make money, and further your mission, but the idea of 24/7 content, manipulative tactics, and “girlboss” style strategies just doesn't sit right. So what do you actually do?That's exactly why I wanted to chat to today's guest, Danielle Thompson.Danielle is the founder of Goldspun Support, a company that provides operational foundations for Fractional Directors, so they can focus on high-value strategic work, increase their revenue, and reclaim their work-life balance. With 16 years of experience spanning corporate, small and micro enterprises, she knows what it takes to run a business without burning out. Supporting people to avoid burnout is actually one of Danielle's biggest soapboxes – though not the one she's jumping on today.Instead, we're talking about one of her other passions: demystifying marketing for every single business owner out there. In this episode, Danielle gets into the real essentials of what you actually need to do to market your business (and what you absolutely don't). We talk about values-led marketing, ethical growth, and how to cut through the noise of overcomplicated, overhyped advice. No thousand-pound courses, no terrifying sales funnels, and definitely no dancing on TikTok required. If you've ever felt like you're failing at marketing simply because you're not glued to your phone, this one's for you.Danielle is brilliant, honest, and a joy to talk to. We chatted long before we hit record and probably could've kept going for hours after we stopped. I'm so excited for you to hear what she has to say. You're going to love this one.So grab a coffee, probably a notebook, and listen to Danielle get on her soapbox.Danielle's Links:Follow Danielle on InstagramFollow Danielle on LinkedInContact Danielle via Goldspun Support Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience is now FREE! Come and join us to survive the current torrid political context! Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Sustainability is on all of our minds right now. Whether it's arguments about bin collections, fast fashion waste, or what the hell AI is doing to the planet, it's everywhere. And let's be honest, sustainability has also become big business. If people care about it in their daily lives, they're definitely thinking about it when they make decisions about who to buy from and work with.Which is all well and good if you're a product-based business with compostable packaging and tree-planting perks, but what if you don't make anything tangible? How do you show that sustainability matters to you when your business is mostly digital? That's exactly why I wanted to chat to today's guest, Teresa Ferreira.Teresa is a Creative and Brand Consultant and the founder of Farrgood Studio. She helps businesses build timeless brands™ and impactful designs – ones that don't just look great, but also align with the things you care about. With 16 years of experience across media, health, luxury, and fashion (and a stint as Head of Design at the Financial Times, no less), she blends strategy and creativity in a way that's seriously impressive. Her studio partners with businesses that are all about positive change, whether through social impact, sustainability, or purpose-led missions—and she's worked with the likes of Adobe, Somerset House, BBC, and Allbright.In this episode, we dive into what digital sustainability actually means, how your website might be leaving a bigger carbon footprint than you think, and how small design choices, like your images or hosting, can make a difference. We talk about using your brand and storytelling to carry sustainability through everything you do, not just your marketing blurb.There's a load in here that might surprise you, and plenty of ideas you can actually apply – whether you're deep in the eco-space already, or just starting to think about how your business fits into the bigger picture.So grab a coffee, get comfy, and listen to Teresa get on her soapbox.Teresa's Links:Book a call – Ferrgood StudioFollow Teresa on InstagramSubscribe to Ferrgood Studio on SubstackTech Hub Enterprise Nation X Google + Sage webinar: Branding, storytelling, and tools for growth Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience is now FREE! Come and join us to survive the current torrid political context! Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

You know that feeling when you stumble across someone on social media and immediately think, yep – they're one of my people? That's exactly what happened when I found Lauren, aka L2, on Threads.While most of the coaching world was busy copy-pasting their Instagram strategies onto this new platform (and wondering why it wasn't working), Lauren stood out by doing the opposite: saying what she actually thought. Thankfully, she's not just insightful – she's also scathingly funny, allergic to bullshit, and one hell of a communicator.Lauren is the founder of LBee Health, a neuro-affirming mental health clinic in the U.S. that's committed to making care genuinely accessible for people of every identity. With over a decade of experience in clinical operations and digital health strategy, she's on a mission to foster open conversations about mental health and create resources that actually meet people where they are. Through LBee Health, Lauren empowers others to prioritise their mental well-being and access the support they need.I first came across her content when she was talking openly about her own autism assessment journey. As the parent of an autistic child, this hit home – especially knowing just how stressful and inaccessible the diagnostic process can be.In a world where American healthcare is… let's say less than straightforward, Lauren is doing radical, meaningful work. And she's doing it in a way that centres integrity, transparency, and humanity, while also building a business that supports her bottom line. Because yes, you can do both.You'll also get a behind-the-scenes peek at how she runs LBee Health, why she believes in swearing on the internet (spoiler: it's liberating), and how she infuses her values into every part of her communication.Grab a notebook, pour your coffee, and settle in, because Lauren's getting on her soapbox, and you won't want to miss a word.Lauren's Links:Follow Lauren on ThreadsConnect with Lauren on LinkedInFollow Lauren on InstagramLBee Health WebsiteSign up for updates and to learn more Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience is now FREE! Come and join us to survive the current torrid political context! Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What if the way you've been told to run your business isn't working for you—not because you're doing it wrong, but because it was never designed for you in the first place?In this episode, we sit down with Pippa Parfait, co-founder of the Disobedient Business® Co., to unpack why traditional business rules often fail us and how to build a business that truly works for you.We dive into the patriarchal origins of business norms, the pressure to follow so-called "best practices," and the guilt that comes when they don't fit. Pippa shares her insights on commerce vs. capitalism, the myth of meritocracy, and why embracing your unique way of working is the key to success.As the founder and one half of Disobedient Business® Co., alongside her eldest sproglet and biz partner, Lucy, Pippa is on a mission to help anti-status quo business owners figure out their shit, chuck the business BS rulebook, and actually create businesses they love—without burning out or compromising their values. A proudly neurodivergent business coach (sometimes a mess, often awesome), she works with rebellious, often spicy-brained entrepreneurs to craft integrity-packed plans that are simple, sustainable, and achievable. For Pippa, success and integrity aren't an either/or situation—they're both a big fat 100.She's also a brilliant human, full of wisdom, humour, and a healthy dose of swearing—so, you might want to grab your earbuds for this one.We also touch on:How outdated business advice makes us feel like we're failingThe power of self-trust, mindset, and courage in entrepreneurshipWhy the business BS rulebook needs to be thrown outThe ways we can redefine success to fit us, not the other way aroundThis is an eye-opening, laugh-out-loud conversation that will leave you feeling empowered to do business on your terms. So grab a coffee, get comfy, and listen to Pippa get on her soap box!Pippa's Links:Disobedient Business® MastermindConnect with Pippa on LinkedInFollow Disobedient Business® Co. on Instagram Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience is now FREE! Come and join us to survive the current torrid political context! Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What happens to your values as leaders and business owners when the rubber really hits the road?In this timely and critical episode, we explore what it truly means for businesses to live their values—not just when things are easy, but when it really counts. Recorded just a week after Donald Trump's 2025 inauguration, this conversation comes at a pivotal moment as businesses across the U.S. face unprecedented challenges. With new executive orders and shifting workplace dynamics, how can leaders ensure they're supporting and protecting their teams in meaningful ways?Our guest, Lisa-Marie Blumenfeld, is the founder of Retain, a HR consulting firm that has been helping startups and mid-sized companies build strong, compliant, and values-driven cultures for years. With over 25 years of experience across fast-growing startups and established corporations, she brings a rare blend of expertise, empathy, and real-world insight into how businesses can uphold their principles when it matters most. Currently, she's also the co-founder and COO of Eleven, a communication platform designed to help empower leaders to up level conversations with their teams. Lisa-Marie joins us to share her expertise and practical insights on how businesses can navigate these turbulent times while staying true to their core values.This isn't your typical HR conversation about policies and procedures. We talk about:The executive orders Trump signed upon taking office and their impact on businesses and employees.How companies can move beyond messaging to take meaningful action in supporting their people.The challenges of speaking out against injustice while maintaining professional boundaries.The delicate balance between responding to emotion and panic versus focusing on facts.Strategies for leaders to create a supportive, purpose-driven workplace during politically charged times.If you're a business leader or founder navigating these difficult decisions and striving to build a purpose-driven company, this conversation will challenge you to think about how your values show up in the real, everyday experiences of your employees.Grab a coffee, settle in, and listen as Lisa-Marie gets on her soap box about leadership, integrity, and the real-world implications of living your company's values.Resources & Links:Email Lisa-Marie at lisa@retainhr.comConnect with Lisa-Marie on LinkedInLearn more about RetainExplore Eleven Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience is now FREE! Come and join us to survive the current torrid political context! Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What does it mean to belong, and why is it so important to us?In this episode, we dive deep into the profound concept of belonging with Amena, a Belonging & Emotional Resilience Strategist and Coach, who helps high-impact, high-integrity leaders master the skills to foster cultures of belonging.Together, we explore why belonging is so vital to our survival and well-being, the shifts in DEI language, and the challenges and complexities of creating inclusive environments. Amena shares her personal and professional journey, highlighting how the physical and emotional impacts of non-belonging can often be detrimental.She also talks to us about her new venture into sourdough baking, and how it intertwines community, resilience, and systemic change. An enlightening conversation that promises to reshape your understanding of belonging.You're going to need your notebooks for this one; so grab your coffee, and listen to Amena get on her soap box!Amena on LinkedInHannoun Sourdough Kickstarter CampaignAmena's website Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience is now FREE! Come and join us to survive the current torrid political context! Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

In this episode, we explore the intersection of politics, exercise, and social justice with Donna Noble, the inspiring Founder of CurvesomeYoga and a leading advocate for body positivity and inclusivity in wellness.Donna has been a yoga teacher since 2011, teaching all over the UK, India, and the US, and is known for her immersive yoga experiences that prove everyBODY is a yoga body. She's also the author of Teaching Body Positive Yoga, a Wellbeing Coach, and a public speaker with over 20 years of corporate experience, bringing a unique perspective to wellness for high-achievers. Her work has been featured in Dazed Magazine, The Guardian, Women's Health Online, and more. And it is Donna's mission is to make yoga and wellbeing accessible, diverse, and meaningful for everyone.Donna discusses how exercise is inherently political, addressing the barriers women and minority groups face in accessing wellness due to societal pressures, racial identity, and capitalism. We delve into the disparities in exercise participation and how these inequalities affect women's health. Donna shares her journey in making yoga inclusive and accessible for all body types and advocates for body positivity. She also provides insights into creating safe, judgment-free spaces in yoga and emphasises the importance of nonviolence and compassion in both personal and social contexts.Tune in for a transformative conversation about the political dimensions of exercise and the power of slow movement and self-acceptance in a fast-paced world.Body Positive Weekend Yoga Retreat (6th - 8th June)Instagram: @donnanobleyoga / @curvesomeyogaFacebook: @donnanobleyoga / @curvesomeyoga Donna's Website Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What comes to mind when you picture a leader? For many, it's the same old stereotype: a white man in a suit, speaking and acting in a particular, "traditional" way. This narrow vision of leadership shapes how we see ourselves, particularly if we're women, and whether we even see ourselves as leaders at all. But what if there's a different way?In this episode, I'm joined by Sarae Pratt, a coach and trainer for women in traditional male or male-dominated roles and industries. She helps them thrive with joy and confidence, free from self-doubt and burnout, by refining their authentic, sustainable leadership style.We dive into the social pressures and stereotypes that hold women back, the "good girl" expectations ingrained in us, and how these patterns impact leadership and workplace culture. Sarae also shares how she helps individuals and teams unlock their unique leadership style, creating more effective and inclusive organisations.It's an inspiring conversation about breaking cycles and reshaping leadership to reflect who we truly are. Grab your coffee and tune in—you won't want to miss Sarae get on her soap box!Follow Sarae on InstagramFind Sarae on FacebookFollow Sarae on LinkedInSarae's WebsiteEmail Sarae Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

With rumours circulating, often planted by right-wing media, suggesting that everyone's taxes are going up and that Labour had lied in their campaigning, there's a notion that we're heading back to the 1970s in some vague way. In light of this, I thought it best to hop on my soapbox and share my thoughts on the matter: taxes are awesome. Yes, I said it.As we approach the budget announcement where the chancellor will set various tax levels, there's another frustrating semantic debate about what “working people” actually means. We shouldn't be arguing over whose class qualifies as working people just to rejoice in not having our taxes raised. Instead, we should be using clear examples on a giant whiteboards to explain why paying taxes is great.Every time you pay your tax bill, you're not just funding government services; you're investing in future entrepreneurs, schools, hospitals, and the next generation of innovative thinkers. If we want a society where people can be happy, successful, safe, and supported, we need to recognise that, until we overthrow capitalism, we're going to have to pay for it.This is perhaps the simplest way we can contribute to building the kind of society we want to see. And I really believe we should start rethinking how we view our role in society.In this episode, I share three reasons why taxes are, in fact, awesome, and why we should want to pay them. Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What does your bookshelf look like? Is it a towering stack of paperbacks you bought with the best intentions, or are you more of a digital reader with a Kindle full of interesting titles? One side of my house is pretty much completely covered in books, and while I've read a lot of them, a good chunk are there just waiting to be cracked open. And amongst those books are a lot on allyship and anti-racism, some of which were bought around the Black Lives Matter protests.In this episode, I talk to Lucy Lucraft, a passionate podcast producer and former award-nominated journalist who helps creative women grow their own podcasts. Lucy is committed to amplifying voices that often go unheard, and as an intersectional feminist, she focuses on working with those who genuinely care about making a difference in the world.We dig into the idea that simply buying or reading more books isn't enough. What really matters is how we use that information to make real change in the lives and communities around us. Lucy shares her experience running an online business as a marginalised person and explores the need to deconstruct our thinking shaped by the patriarchy and white supremacy. We also discuss the significant damage caused by white feminism and its connections to broader societal issues.This conversation is packed with thought-provoking questions and insights, leaving me, and hopefully you, with a greater understanding of how to move forward as an ally—beyond just adding another book to your shelf. So, brace yourself, get your notebook ready, and listen to Lucy get on her soapbox!Follow Lucy on InstagramFollow Lucy on TikTokLucy's Website Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Sometimes, it's the most unlikely personal circumstances that push us into the careers we end up in. I never thought I would go into business and marketing, but a pandemic and a blog about being widowed set me on this path—right here in your earbuds, discussing how you can champion the causes you care about in your messaging.In today's episode, our guest's journey toward their current career also began with grief. Stella Gold is a rebirth and wealth coach for changemakers, coming from a lineage of activists. They are the founder of My Gold Standard, a strong advocate for wealth activism, liberation from oppressive systems, and collective care. My Gold Standard's work blends wealth and business coaching, and yes, we're back on the money today—exploring grief, death, and spirituality.Stella believes in using business as an ecosystem for financial solidarity, focusing on resourcing both ourselves and the collective to create a more just and liberating world. Their personal experience with grief led them to dive into the world of money and finance, and we share a similar story about navigating the “death admin” that follows losing a loved one—handling that at exactly the wrong time.We discuss the profound impact money has on our interactions with the world, the scarcity mindset many entrepreneurs face, and how Stella helps clients overcome that mindset while reframing their views on wealth.We're looking at these themes from a more spiritual standpoint and from the other side of the Atlantic compared to our conversation with Jess a few weeks ago. It's an eye-opening and fascinating discussion, and I'm immensely grateful to Stella for their vulnerability and honesty. I can't wait for you to share in this experience with us!Wealth Expansion for EntrepreneursFollow Stella on InstagramStella's Website Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

How comfortable are you telling your story? I talk with a lot of creatives, copywriters, messaging strategists, and coaches—people who are really comfortable sharing stories about others as part of their work. They're comfortable at helping others tell their own stories, and are really happy to be advocates for them too. In my circles, there are a lot of individuals for whom advocacy and being other people's voices is a huge part of their personality and their passion. But how comfortable are you telling your own story?  Today, I'm speaking to Siobhan Strode, an incredibly wonderful and fabulous human being who is also a dear friend of mine. Siobhan is a word witch, a copy coach, and a mentor based in Devon, UK. With a background in education, activism, and politics, social justice is truly in her veins. She helps individuals raise their voices and lead the change they want to see in the world.We talk about her impressive political background (far more so than mine), the hidden stories of women throughout history, and the importance of sharing them. We also explore how, as cishet white women, we have a responsibility to address issues from our place of relative privilege. And she wraps up our conversation by sharing three tips for anyone feeling nervous about telling their own story.Siobhan is obsessed with women sharing their magic, whether that's through their small biz or their next campaigns. When she's not writing or shouting through a megaphone, you can usually find her on the beach with her kids and Strike, the family hound.Join us as we explore the power of storytelling and the importance of embracing our own narratives.Follow Siobhan on LinkedInFollow Siobhan on InstagramSiobhan's websiteThis Sister Speaks waitlist Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

In today's episode, I got the chance to geek out with a fellow youth professional, Lisa Kissane. Lisa is a website and sales page copywriter for service-based businesses that are dedicated to doing good for others. With her background as a social worker, we bonded over the importance of having a sense of purpose in our work.Lisa shared her experiences of feeling unrepresented as a woman without children—in literature, community, and even in language. She took us through her inspiring journey of developing a book club for non-mothers and the wider community she's building. She's the founder of Flow: The Non-Parent Network, a business networking group for people who don't have kids.Our conversation opened up intriguing avenues around cultural reference points, labels, assumptions, and the terminology we use every day—plus JD Vance's stab at childless cat ladies.Join us as we dive into an exploration of roles, nuance, and the significance of community!Follow Lisa on LinkedInThe Full Stop CommunityChildless CollectiveFlow: The Non-Parent Network (sign up for updates) - Launching soonThe NoMo Book Club - shining a light on literature featuring (and written by) non-mothers Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

How do you feel about money? In this episode, we dive deep into the emotional aspects of money and financial literacy with Jess Walker, a financial advisor and the founder of Bare Naked Money.Jess has been featured in The Times as one of the top 100 advisers to watch out for and is the author of Get Financially Fearless, a book that gives people the practical steps to harness their subconscious and grow their wealth.But, what truly excites Jess isn't all those awards or recognition—it's seeing that "light bulb moment" when people realize they can take control of their finances and make money work for them. She says that if she can help one more person understand their finances every single day that she's on this planet, then she'll die a happy lady.Jess joins us to discuss the importance of understanding your money personality, the impact of financial education (or the lack thereof), and how to develop a healthier relationship with money. She also shares her mission to help people get a better grasp on their finances and explains why financial literacy is so crucial, especially for business owners.Tune in to hear Jess's story, her insights, and practical advice on making money work for you.Join Jess' email listJoin the Bare Naked Investing waitlistGet Jess' bookFollow Jess on InstagramFind videos on how to manage your money on Jess' YouTube Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Lorena Banda is a Latina leader in sex positivity, a speaker and an advocate. In this episode we talk about her experience as a daughter of immigrants, all the way to working on Senate and Congressional races and launching the P. Files -  her newsletter looking at the intersection between sexuality and politics.  Lorena and I also talk about the importance of being authentic in politics. And how hard this is for women especially to navigate.And how opening up positions on campaigns to people from new generations and diverse backgrounds can build more excitement around politics.  This is the perfect episode to bring you in the middle of the DNC. And I hope that you really enjoy Lorena getting on her soap box. Subscribe to The P Files hereFind Lorena on LinkedInFollow Lorena on TikTok Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

As I record this, a series of violent riots are spreading across the UK. Last week, a 17 year old boy attacked children and adults at a Taylor Swift-themed dance class in Southport, killing 3 young girls, and injuring many others. Misinformation quickly spread on social media, claiming the attacker was Muslim, and had arrived in the UK on a small boat. (The police later confirmed that he was a UK citizen, born in Cardiff). And a large group of people gathered in the town, throwing bricks at police and the local mosque, setting fires and throwing bottles. The riots have spread to London, Rotherham, Middlesbrough, and other places across the UK. And the government and police are trying to stamp them out. It's not going well. Black, Asian, Muslim people are being harassed and attacked. And a lot of the people in my circles are dismayed at the state of their country right now. That this sort of thing could happen. This short episode unpacks some of the reasons we're here - and how we can change direction. Sign up here to join The Soap Box Weekly email list, and access my webinar on How To Have Better Conversations. Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What's the difference between being a little bit frazzled and needing just five minutes without anybody asking you questions to get back to equilibrium, and being in burnout?   My guest today is Carole Jean Whittington. She's a wellness trailblazer, and she specializes in burnout research and restoration for neurodivergent and disabled adults.  Her three-year global research led to the Whittington Burnout Inventory, offering insight into burnout. Her acclaimed talk show "Beyond Chronic Burnout" reaches 96 countries with over 550,000 listeners. And she's the author of "Unleashing Sustainable Energy".  Carole Jean guides individuals in mastering energy with science-backed methods. She fosters innovation and connection.  And she wants to beat burnout with relentless passion and boundless spirit.  Carole Jean is a master storyteller, and today you'll get to hear her story of how she discovered that she had autism and ADHD, her instinct to put others' needs before her own until her body wouldn't let her anymore. And how she went from feeling completely useless, to approaching her body like a science experiment and taking the time to rediscover who she was.  Carole Jean is passionate about helping people make their way out of burnout.You'll also hear:  -  how people running socially conscious businesses are likely to feel like they're headed towards burnout.   - how to recognize when you're in burnout and what stage you're in.   -  the research that Carole Jean is doing into burnout and how it manifests. Have a listen, and then head straight over and take Carole Jean's Spicy Pepper Level Burnout Quiz. Find Carole on her websiteReach out on LinkedIn Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Does being enthusiastic feel a little bit cringe?  I don't know about you, but I grew up in a culture where being enthusiastic or passionate about anything was considered to be a little bit weird. It was not cool to be keen. It was cool to be jaded, To not get excited about anything,  Which is one of the reasons why talking to my guest today was so refreshing. Ellie Kime is a messaging mentor, helping small businesses explain who they are, what they do, and why they're so good at it. She also founded the Enthusiast and Co. A platform to encourage people to be more  unashamedly, unabashedly, enthusiastic, and to believe that caring is cool. So she's the perfect person to talk about passion and enthusiasm with. And as Ellie says in the podcast, enthusiasm is one of those things that really makes life worth living.  We talked about a whole bunch of stuff on the podcast, including digging into Ellie's dissertation on fangirls and how they were treated by the media, and my dissertation too.We discussed how enthusiasm could feel very frivolous but that, actually, it's an essential part of an activist's toolkit - one of the ways that we stay connected. We talked about how working in the wedding business gave Ellie insight into the psychology behind consumer behaviour. We talked about how we see women's hobbies and enthusiasms or their pastimes as having less value. And how this bleeds into the way we regard different people's businesses or their skills.  And we talked about how we reach for the big issues when people ask us what we care about. But that actually those seemingly niche causes - not only do they matter to you, but also they're a lot easier to get our teeth into and try and do something about.Oh, and Ellie introduces me to the patriarchy! (lolz)I had a lot of fun diving into Ellie's understanding of fangirls, into sexism, misogyny, football games,  and academic sugar daddies. So, yeah, strap in, grab a cup of tea, and listen to Ellie get on her soapbox.Get enthusiastic with Ellie hereOr discover her ick-free introductions hereSend her an email at ellie@eleanormollie.co.uk Find her on Instagram here Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Is coaching just another navel-gazing pastime for middle-class women?Or is it an important tool for helping us build community and make societal change?That's the question on hand in this week's Soap Box episode.  This week I'm talking to Keri Jarvis.  Keri is an intersectional feminist developmental coach, a community activist, and a charity co founder.  Her best work happens when she's exploring relational dynamics with clients, deepening their understanding of themselves and others in the context of oppressive systems, so that they can sustain easier access to their healthy adult selves, and rehearse the future we're craving into being.  Keri is also possibly one of the smartest people I've talked to in a really long time. And the whole entire conversation blew my mind.Amongst a plethora of other things,  Keri talks to me about how coaching promises to be an antidote to the corporate world, but really just ends up reinforcing those systems, with a little bit of woo sprinkle on top.  We chat about how to navigate the discomfort that often comes with spending time on self development when the world is falling apart. And we explore living in the system whilst trying to break it apart.  If you've spent any time around the coaching industry, then a lot of the questions and the conundrums that we unpick in this podcast will be extremely relevant to you. And I'm hoping, and so is Keri, that this episode will give you a more positive perspective on the potential that coaching has to, be a rehearsal space for creating better relationships, , better movements and ultimately a better world. I'm convinced that you will love this episode, so I'm not even going to say that I hope you like it! So grab a cup of coffee, probably a notebook and sit back and enjoy Keri getting on her soapbox. Find Keri on Instagram Connect with her on LinkedInCheck out her community on The Portal Collective Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

 I'm calling an amnesty today.  An amnesty on using the word authentic in your copy.  And I realize, having sat down and talked to today's guest, that I'm pretty much going to have to go back and rewrite large chunks of my own copying content.  But I hope that after today's chat, you'll understand why.  Today's guest and I think that the word authentic or authenticity has had its day. I'm talking today to Lauren Esmay.  Lauren is a copywriter who specializes in helping clients create a holistic framework to serve their clients and consumers better.  She's a PhD candidate in health psychology, and she's completed extensive research in self connection. And today, she's talking to me about how Webster's 2023 Word of the Year - Authenticity - is her personal soapbox.  Lauren and I talk about how experiencing the collective crisis of the pandemic has encouraged us all to be the truest versions of ourselves and how this has contributed to the rise of the personal brand.  We talk about how using the word authentic to describe yourself can end up being more divisive because you place your values and beliefs and opinions above everybody else, essentially saying that they're not authentic. We talk about how to do authenticity well,  how to build an online presence that is authentic in the true meaning of the word, and how to show that you're running an authentic business without liberally sprinkling the word all over your copy and content. So as someone who is about to go away and rewrite their website,  and find more creative ways of demonstrating that I run a business that is a true representation of myself and my values. I want to encourage you to think about how often you reach for this easy shorthand of words like authenticity or authentic and how we might be contributing to the co opting of a really important concept by those who are just trying to sell more stuff.Lauren's got a lot of interesting things to say and her background in health psychology makes this a really valuable conversation. So sit back, grab a cup of tea and listen to Lauren get on her soapbox. Find Lauren's website hereConnect with Lauren on LinkedIn here Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

  Power.  Who's got it?  Who's trying to get it?  And who's trying to keep it from you?  It's the age old question. And that's what I'm talking about on the podcast today with my guest Evante Daniels.  Evante is a content strategist and the author of “Power, Beats and Rhymes”. A book that we discussed in our chat.  He's got over 16 years of experience in content production, and he's consulted for brands like Adidas, Jordan, and Apple.  And he believes that hip-hop can save the world.  In our chat, we talk about how this decentralized movement is something that we could learn from to turn the tables on those in power.  And it's a wide-ranging conversation, that starts in Rome, and moves through manifest destiny, all the way to televised presidential debates, and how we can think critically when we engage with content online. Evante brings this lens of hip-hop to lay over all of the things that we talk about. How Rome holds the origins of all modern power narratives.  How we can make history accessible through the language that we use, and how doing this demystifies, the narratives that the powerful put up in front of us.  How hip-hop is naturally democratic and decentralized and what we can learn from it about interacting with power.  The three tools that those in power are using against us to take more power from us. And how we can be content literate in a busy world where everyone's trying to push you towards their own narrative.  Evante's book, “Power, Beats, and Rhymes” guides our conversation. And once you've listened to this episode, I implore you to go and pre-order his book. Read it. And grab one of the tips that he gathers to transform your community and the way that you act within our culture.  I can't wait for you to hear this chat with Evante. I think you'll really enjoy it. So sit back. Get comfortable. And listen to Evante, jump on his soap box.  From the show:Pre-order Evante's bookFind Evante on InstagramFind Evante on LinkedInCheck out Evante's websiteRead Naomi Klein's "The Shock Doctrine" (but only after you've read Evante's book!) Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

In all my soapbox content, I really tried to get the message across that politics isn't all votes, caucuses, ideologies, and arguments. It's not all climate change, economics, and big business. Politics is in the everyday structures, systems, and barriers that we face. It's what gets funded. It's childcare. It's how we access healthcare. It's mental health support and how this helps us work. It's caring responsibilities and the rules and guidelines on the internet. It's food safety and who looks after playgrounds. It's families and who's protected. It's everything. And that's why today I'm talking to Clio Wood. Clio is a women's health and sex positivity advocate, a journalist, and the author of “Get your mojo back: sex pleasure and intimacy after birth”.  As well as the founder of &breathe: an award-winning well-being retreat company for motherhood and menopause.  Because politics is also - sex.  We talk about the marginalization of women's health.We talk about how normal medical words are considered swear words or inappropriate across social media and in our own conversations. So that we feel uncomfortable talking about our own bodies. Which then has implications for how we can advocate for our own health and safety, and communicate in our relationships.  The way that society treats mothers, and women at all stages of their lives is political.  And we do use words in this week's episode, like vagina and vulva. We use words like sex, childbirth, periods, we talk about episiotomies, internal scarring and ultrasounds.If you're at all uncomfortable about those kinds of things, then there are plenty of other episodes that you can dive into.  But I really hope you won't.  Because these are not issues that should be unspoken taboos.  These are the everyday experiences of over 50% of the world's population.  We owe it to ourselves. We owe it to those around us. We owe it to our children to be comfortable talking about them. And to be comfortable dealing with the way that society is marginalizing the lived experience of half the planet.  Things we mention in the episode:Clio on InstagramClio's book: "Get your mojo back"Clio's website for retreat and 1-1 information"Invisible Women" by Caroline Criado PerezSex Positive Families on InstagramContribute to the #censHERship survey Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

This week on the soap box, I get to talk to. Kira Hug. A personality-driven copywriter and co-founder of The Copywriter Club: the home of everything you need to be a successful, growing, supported, and curious copywriter. And also someone who I'm proud to call a friend.  Kira is a thoughtful, curious, empathetic, and fascinating human being, and we covered so much in our conversation.  We talked about how you find a balance between caring about the things that are going on in the world and just, you know, doing your job on a daily basis. And how we make the transition between the two.   We talk about the impact that the iPhone has had on our ability to consume information, on how connected we feel, and the way that we communicate with other people. And we talk about how Kira deals with the elephant in the room: this unrelenting tide of hardships and crises going on around the world.  And how it often feels like we're not meant to talk about them in our businesses or in our lives. So, if you're interested in trying to work out how people who do care can use their problem-solving skills to positively impact these elephant-in-the-room issues. Or Kira's journey from iPhone to flip phone and how it's affected her life and relationships. Why I turned off my breaking news notifications, and why I'm rediscovering a weekend newspaper habit. Then listen up. Wherever you are in your life or business right now.  Whatever issues you're grappling with. Whatever point you are at in trying to weave your business and your social conscience.  There's something in this episode for you. You can find Kira on LinkedIn hereIf you're interested in working with her on your copywriting, her website is here. Find out more about The Copywriter Club hereOr check out TCC's newest helpful guide for Copywriters looking for more clients: The Pocket-sized Client-finding Guide for CopywritersTop client-finding tips curated from ~400 The Copywriter Club podcast episodes...all in your proverbial back pocket.Get your copy here Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

"We need people who are able to navigate their own emotions.  To be compassionate to the emotion of others. So that they can get up day in and day out and keep fighting the good fight. Because it's hard, and  they need to know that they can fight and help their cause without having to sacrifice their mental and emotional well-being." If you're a business owner with a social conscience (or even simply a human being with a social conscience), it can often feel like an uphill struggle. And with that struggle, and your passion, comes the guilt, the assumption that you have to sacrifice everything in service of the cause. And, before you know it, you've ended up in martyr territory. In the first episode of The Soap Box Podcast series 2, I talk to Tracy Johnson, a facilitator and emotional intelligence coach. She brings her unique perspective on how we can change the world, without sacrificing ourselves. We talk about how blame and shame are rubbish motivators for long term change. We look at the parallels between parenting and engaging with adults. And we discuss actionable ways you can change your language to encourage agency and make a positive impact. Find Tracy on LinkedInCheck out Tracy's programme - Marytr to WarriorContact Tracy via email Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

So, you've sat through CopySchool. Binged Breakthrough Advertising (after taking out a mortgage to afford a copy). Watched a few too many webinars for someone who has an actual job. Listened to all the social media gurus.  And you have a whole quiver of sales tactics at the ready.Urgency, scarcity, all the Cialdini tricks, agitation of pain points.But, when you come to write for your clients (or your own business), it's starting to feel a bit icky.Do you really need that countdown timer on your upsell page?Should you really be diving into how awful your customer's life will be if they don't buy from you?Have you become one of those bro marketers, lounging over your Lamborghini in your ray bans?Sales is icky and manipulative, right?Well, not always. And that's what I'm talking about with Abi Pendergast in this week's pod episode.Abi is a conversion copywriter and funnel strategist for course creators. She uses her evergreen frameworks so that passionate and talented people reach those they can help. How can you use effective sales and marketing frameworks, without feeling like a used car salesperson?Abi spills all, including:Why evergreen is the way forward for your launchWhat breaks her heart about course creatorsHow bro marketers and their lambos have ruined conversion triggers for everyoneThe role of softer urgency in your launch (and the results she's seen to back it up)What agitation REALLY is, and why it's not making people feel bad.If you're searching for ways to sell your stuff, without selling your soul, then this is the episode for you. Sit back, and enjoy Abi getting on her soap box. Head to Abi's website to find out about her evergreen webinar (it's brilliant!)Find Abi on LinkedInSay hi on Instagram Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

As I record this, the UK Advertising Standards Agency is cracking down on how businesses use terms like biodegradable recyclable, and compostable.  So they don't mislead consumers.We're also in the middle of Cop 28, where a bunch of countries have got together to try and solve the climate crisis. But where more oil industry executives ever are roaming the halls and lobbying.The environment is a big part of the cultural conversation that we're having, when it comes to how we spend our money. When it comes to the laws that we make, the cars that we drive, and the future that we imagine for our children or the next generation.  But few people talk about it as being so integral to the way that we build our businesses. Few people are like Liana Fricker - who is my guest today.  Liana wants people to know that we have so much more power than we realize, and that the system is designed to make us believe that we do not. And part of her work it's to remind people of their power so that they can do what they want or they need to with it. Liana helps people go beyond what they think is possible. Liana is a founder and the head of new ventures, at inspiration space. A high performance training center for fledgling founders and career change entrepreneurs.  She came into entrepreneurship via two babies on a burnout. And she's passionate about demystifying business and shares the lessons from her mistakes so that you can replicate her wins. I talked to Liana about the importance of collaboration. About how she went from environmental apathy to supporting other founders in building businesses that hold sustainability as their core from the beginning.  We talk about how preparing people for a new climate reality is like preparing people for the internet age. It is going to be more life-changing than we can possibly imagine. But it doesn't have to be a sacrifice. So. If you want a more positive outlook and perspective on how climate and sustainability can be a part of your business. If you want to be inspired as to how you can build a business, or have a career that doesn't even exist yet.  Then you need to listen to Liana gt on her soap box with me.  I hope you enjoy. Find out about Inspiration SpaceGet in on BrainGym - an 8 week mental fitness training programme for Founders. Learn lifelong skills that will change how you physically respons to stress, rejection, and overwhelm. Stalk Liana on LinkedInHire Peta to work on your copywriting and brand messaging Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Should we be terrified or hopeful about the future? My guest today believes we face huge challenges with climate, technology, and inequality, but he also sees routes to tackle them. I can't wait to introduce you to Brandon Burton. Brandon's a Brand voice Strategist who helps businesses scale their communication in a way that means they still sound like themselves. He's also a futurist - with a long-term perspective that puts me to shame. Something that we sorely need in a world obsessed with the next news cycle. In today's episode we cover a LOT of ground, from Communication being at the route of all the world's problems, toThe importance of equal and easy access to decent information, toThe pressure we put on our children when we assume they'll come up with the solutions to all the world's problems, Whether we're using the opportunities we have to communicate with our audiences in ways that drive them to positive action, And whether AI actually holds the key to solving some of these huge, seemingly intractable problems. If you're looking at your newsfeed right now with a mix of confusion, hopelessness, and an inability to take Elon Musk seriously, then you need to listen in. Keep a notepad handy - you're gonna need it! Let's welcome Brandon to The Soap Box.Find Brandon on InstagramMake friends on LinkedInStalk his websiteCheck out his podcast (especially episode 2 for his prescient thoughts on AI!) Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What's your focus when you are crafting the messaging for your brand.  Is it clarity?  Conversion.  Consistency.  Comedy? Today, I'm talking to Ellen Bryant, a copywriter and messaging strategist based in Tasmania, Australia.  Ellen's background, working in communications for large companies taught her about  the most important thing when you're doing anything successfully in communications:  Building trust. And when she made the move to freelance marketing, she developed this concept of trust-forward copywriting.  If you're talking about social ethical, environmental, or racial issues in your messaging.  Then building trust is incredibly important.  It forms the basis for that constructive dialogue that you need to have with your audiences.  It builds up goodwill for when you inevitably make mistakes or missteps.   And it helps you make that authentic connection with the people that you're talking to. We cover: - Why copywriters are so interesting to spend time with! - The first thing you need to do when you start working with a new business, or client - Why social proof isn't pulling as much weight as you think it is in your copy - What can happen when you make building trust your focus - And the 3 pillars of building trust successfully in any situation.I'm really excited for you to hear it. So put your feet up and let's listen to Ellen get on her soapbox!Follow Ellen on LinkedInCheck out her websiteFind her on Instagram Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

I didn't get into this to piss people off. I didn't get into this to build barriers or to make divisions. In fact, the very opposite. I got into this world of politics, marketing -  I developed my membership and I developed this podcast to help people have better conversations, even if they disagreed with each other. I got into this to build connections, to break down barriers. And also to highlight the fact that, while we're separated, it is a hundred times more difficult to make any progress to move towards a time when the world is a safer place for everybody.  Until we can have these conversations, rather than running for our block buttons, the sooner we can get to that safer world.  And so I wanted to bring Amena Chaudhry onto the podcast again. Amena has been really vocal on LinkedIn, about her views on the Israel-Gaza crisis.  And she has faced pushback for it.  I've heard her voice her frustration about how others are handling it and about the atmosphere that is building up, and I wanted to talk about that with her. But I also wanted to explore how we can make things better.  How we can build the muscles that we need to build in order to become more connected , and not more separated. And we spend some of our conversation talking about that. We also talk about why the moment that emergency strikes is not the time to build your tough conversation muscles.The need for a long, medium, and short-term response with the long-term conversation being tied up with intentionally building those muscles. When you should be blocking people, and when you should be trying to keep your chamber less echoey.And we discuss how insulating ourselves from other people's fear and grief is separating ourselves from this common experience. And we've been socialized to cut relationships right away instead of engaging with the difference, and trying to preserve those relationships while we do that.  We touched on how crises like Israel and Gaza are symptoms showing us that there is a deeper problem - Our disconnection.  And we talk about the importance of understanding the systems that we live within and how that impacts our response to crisis like this. Things we mentioned:Amena on LinkedInAIR Training: https://facilitatoronfire.net/Assessment Package: https://linktr.ee/zarafaconsulting (the first link)Dr. Ahmed Afzaal's Book: https://www.amazon.com/Teaching-Twilight-Meaning-Education-Collapse/dp/166673599X/ref=pd_ci_mcx_mh_mcx_views_0His website: https://ahmedafzaal.com/The Wake Up by Michelle M Kim. Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Want to eavesdrop on a room full of genius marketers (and me!) as they thrash out their thoughts on politics and messaging?Sure you do!While I was at The Copywriter Club's mastermind retreat in London this week, I invited (strongarmed) a whole bunch of the attendees to join me in a round table for The Soap Box podcast. You'll get to hear from:​Jon Bejakovik​​Rebecca Rosenberg​​Mike Garner​​Alyssa Burkus​​Kira Hug​​Meg Kendall​​Leanne de Araujo​​Rob Marsh​​Ange Friesen​And me!Do all brands need to make advocacy a part of their messaging?How can smaller brands take advantage of this space to build their audience?What do you think about when you eat chicken?Listen in and find out! Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

I'm recording this in the week that Hamas terrorists launched a horrendous attack on Israeli civilians. And then the Israeli government retaliated against civilians in Gaza. But, as the horrendous situation unfolds on the ground, a familiar story is playing out online. Statements, condemnations, calls to support, arguments, confusion, hate, prejudice. I am not a geo-political expert. I have a rudimentary understanding of the history and context of the Israeli-Palestinian situation. I have many half-formed thoughts on oppression, terrorism, and global powers. But I also have a deep empathy for the humans stuck in the middle of all this. Whichever side of the border they sit. We still don't know how to address issues that blend political ideologies with human suffering. And, as business owners, that's a problem. Because we're all expected to have something to say. So, either we copy and paste something that someone else has said because we feel it aligns with our values (hey, no shade if that's what you want to do). Or we completely ignore the issue because we're scared of getting cancelled or of getting something wrong and hurting someone. So, because this is really why The Soap Box exists, today I'm going to talk about what not to do as a business owner when a sensitive political issue, a tragedy, or a conflict flashes up on your phone screen… and what to try instead. My wish today is that you take something from me that helps you make more human connections in the midst of confusion. Naomi Kleins new book, DoppelgangerMolly Mcpherson on TikTokMolly's Forbes article on the perfect online apologyAnti-Racism Daily on the Israeli-Hamas conflictBBC News on the Israeli-Hamas conflict Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Today on the podcast. We're talking to Carolyn McMurry. Carolyn runs the world's first Gen Z copywriting community. Her aim with Word Tonic is to help and inspire other young people who want to break into the industry and to champion and nurture fresh emerging talent. Carolyn and I tap into the world of politics and values and Gen Z marketing. We discussed how ageism affects Gen Z copywriters. How access to information means that it's a lot easier for brands to get called out these days. The line between brand activism and virtue signalling and how to tell the difference. How your words as a brand need to be backed up by some kind of action. The importance of drawing in relevant voices when you're talking about an ethical or social issue. How Gen Z are prioritizing a work-life balance from the beginning. And, you know, maybe a sign that hustle culture really is dying out. And how principles can sometimes be a privilege. And we also have a little reminder that Gen Z isn't some huge monolith. That the value of generational definitions has its limits. Just as my millennial generation isn't all sitting, eating, smashed avocados and not being able to afford houses. I hope you enjoy my conversation with Carolyn today. And the insight into a Gen Z perspective. So you sit back. Grab a cup of coffee. And listen to Carolyn jump on her soapbox. Find Carolyn on Instagram @wordtonicListen to Carolyn on The Copywriter Club PodcastJoin Word Tonic subscribe to our GEN-Z copywriting newsletter (written entirely by a team of GEN-Z copywriters in Word Tonic)  Apply for our reverse mentorship program (learn and be mentored by a GEN-Z copywriter) -  email carolyn@wordtonic.co.uk to find out more. If you're looking to recruit talented GEN-Z copywriters: https://www.wordtoniccommunity.com/genz-copywriter-recruitment Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Today, I'm talking to the original conversion copywriter. Joanna Wiebe. Jo is the founder of Copyhackers, providing cutting-edge copywriting training in easy-to-digest formats. And Jo joins me to talk about how to, and how not to, mesh politics with business. I chat with Jo about: - How she grew up in a politically vocal household  - How you should only start talking after reading and listening. - How, if you don't say something about a cause that matters to you, then you let the angriest voices in the room take up all the oxygen. - Why she shut down the Copyhackers site for seven days.  - How you work out what to take a stand on, and how to respond when you're a bigger business.  - And how, while we keep putting white guys at the top of everything, there will be a gap in experience and knowledge of issues and identities that need more visibility. Making it more likely that a brand will jump on a bandwagon or make a misstep. And we talk about something that has fascinated me ever since Jo and I had this conversation. How we as a planet solved the ozone layer problem. It's a short, but meaty episode, with much to ponder over - so tuck in!Copyhackers websiteFind Jo on Twitter (or whatever we're calling it these days)Find Copyhackers on Instagram Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

What is the bigger purpose behind your marketing?This is something that my guest this week has spent a lot of time thinking about. And it's what she helps her clients uncover.Olivia Luper is the founder and Chief Strategist at Lexicon Advisor Marketing, a full-service digital marketing agency for financial professionals who want to align their values with their marketing to build a roster of ideal clients and feel good about what they do again. She is also a professional bodybuilder in the IFBB Pro League, a poet, and mother of three.And she's one of my favourite people to chat to. Olivia's approach to marketing is such a perfect mix of rock solid strategy, athlete-level consistency, and really caring about her clients.And today's episode is, amongst other things, a masterclass in marketing strategy. You'll also hear about:The importance of aligning your messaging and communicating your values with who you actually want to work with The freedom and confidence to be you - and all that means, and trust that the right people will be drawn to youHow I helped her rediscover aligned business messaging. How we all want to spend money with people who feel like our kind of people. And how to showcase the markers that help our audience figure out whether or not they feel safe with us.The differences in selling online and selling in person - and how the increased options make it even more important to make your messaging unique by using you - your valuesWhy aligned messaging can save you moneyAnd why outsourcing your own marketing can result in the kind of aha moments that transform your business. Oh, and how many planets are actually in retrograde right now!Find Olivia on InstagramFind Olivia on LinkedInSeth Godin: This is MarketingMary Karr: The Art of MemoirThe Wall Street Journal article  Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Buckle up - we're going on a journey today!After last week's conversation with Nora DiNuzzo about deconstructing whiteness, I wanted to bring you some practical steps on how you can continue the anti-racist work in real life.And so I called on Nora's friend, Amena Chaudhry, a DEI consultant and anti-racist personal trainer, to help.Amena and I spent some time talking about - how you need to start by building your anti-racist muscles, rather than trying to lift 300 pounds on your first day at the gym. - how her DEI work is about treating the cause rather than the symptoms. - And why removing conflict in your organization is not a sensible DEI metric. - We dig into how systems of oppression negatively affect everyone inside them. Even those who think they're at the top.And Amena gives us a peek into her Art of Interrupting Racism workshop with some tips on how we can do this in real life.Once you've listened to Amena,  I'd encourage you to run, not walk, to sign up for her art of interrupting racism workshop on the 19th of September.Sign up hereBook her as a speaker for your event or organisation.Go follow her on LinkedIn and make a commitment to act on at least one of her suggestions on how you can interrupt racism in person. , So settle down. Join me and Amena on this week's Soap Box.  Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

 Today's episode is a masterclass in stepping outside of your own experience, challenging how you see the world, and then doing something about it. I'm speaking to brand and business growth strategist Nora DiNuzzo. We talk about how Nora shifted her focus from pitching massive brands in her original agency days, towards helping smaller businesses in her community. We talk a lot about how she harnessed her own journey of deconstructing whiteness and privilege to help others do the same. Oh, and how she accidentally started an activist book club, why you should never ask people from marginalized communities to speak for free, and even reparations and how we can make a start on them without waiting for the government. Today's episode is a call to explore, encounter, and educate yourself. And if you want to do that in a community of curious people, trying to work it all out then why not consider joining The Soap Box? You can find out more about my community below.Here are some of the things Nora mentions in our discussion:Nora's LinkedIn profileDeconstructing Karen - the filmAmena Chaudhry (AIR workshop)Regina JacksonSaira RaoRace 2 DinnerDr Marcus CollinsSURJHueCindy GallupThe Guardian story about the Trevelyan family and reparationsErin Corine JohnsonLisa Hurley and The Great ExhaleSharon Hurley-Hall Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

 Have you ever thought - If you just work that little bit harder. Stay up that little bit later. Put in those few more or many more hours. If you can just do more. Then you'll get to the end of your, to do list. You'll finish all the admin jobs that you need getting done. You'll. Bag those clients, you'll ACE, your LinkedIn analytics. You will finally beat the algorithm. If so today's episode is for you. I'm talking to Louise Miller. Louise is the genie for your genius. She partners with coaches, consultants and community builders who have a big, exciting vision. Helping them land their ideas in reality, reach more people and make a bigger impact. Whilst taking care of everything they're juggling day to day. And being kind to themselves along the way. Louise's clients describe her as a soothing balm and a magician. And her experience of work-related stress and anxiety led her to develop a slower, more mindful approach to getting things done. In the episode, we talk about how hustle culture is based in patriarchal capitalism and how we can embrace slow productivity as activism. We talk about how Louise realized that there will never be an end point when everything is finished. And you can keep back on the beach with a pina colada. We discussed how she reframes productivity for her clients. And how asking for help. Is a revolutionary act. There's so much to dig into you. And I really, really hope that you find a sense of peace in doing less. Here's Louise's email: louise@bettylouonline.comHere's her LinkedIn:And you can grab Louise's five-step intervention here - designed to provide relief and a clear way forward for those who are feeling frantic and frazzled.It'll help you to…- get out of overwhelm- remember what's most important- take action to keep you moving forward  Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Calling all founders!Lu Castello is here to help you build companies that work for you AND your team. Oh, and they might save the world as well....Listen in on my conversation with Lu Castello, founder of Limuni - a consulting company that helps you create the culture that will help your business thrive. We talk about how feeling burnout and overwhelm as a founder can mean that you have a culture problem, rather than a time management or workload problem. We talk about how we're more professional when we're able to come to work a hundred percent ourselves. We talk about how you can't divide your values on your work. How all female teams run the risk of repeating the mistakes that we've been making a business for a hundred years. And my favorite - the British tendency to avoid conflict can mean that we're avoiding the necessary conversations that move us forward, and heal the world. And we discussed how diversity and exposure to other perspectives in a work environment. Can seep out from the workplace. And heal society.You're gonna need a notepad for this one!Follow Lu on LinkedInLinkedIn's I am Professional campaign  Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

You've listened to our previous episodes. You've realised that you CAN talk about politics (your values, your ethics, the things you care about) in your business messaging. You've had a glimpse of how 3 stellar business owners work this out in their own businesses.But how do you actually get started?In this episode I want to help you take the first step onto your soapbox (and give you a glimpse of what it's like inside The Soap Box Community). We're going to talk about uncovering your political pillars - the causes that matter to you - amongst the sea of options out there so that you don't overwhelm your audience with 56 different campaigns every week. I'm going to show you how to tap into the conversation that is already happening (and make space for lived experience), rather than starting from scratch.And you'll walk away with simple, actionable steps to get you started aligning your business with your values.  Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

In this episode I talk to Ro Janeway - The Copy Stylist. And you aren't going to want to miss it.Our conversation was far-ranging and incredibly interesting. There were tears. There were, well, there weren't rants, but there were very strong views. There were great ideas about how you can talk about the things that matter to you in your messaging.And we also covered how you can build a brand and build business practices that make your space more inclusive.Ro talks about calling people in instead of calling them out, they talk about how to be an ally rather than just paying performative. And in the context of the US right now, where there are states and areas, Where LGBTQ+ people fear for their lives and their personal safety, hearing about these kind of issues from someone who lives them every day is incredibly valuable, and you won't often get the opportunity to hear this kind of perspective in such an open and vulnerable way.Here are the goodies that Ro mentions in the episode:Get the Genderbread person hereFollow Alok on InstagramCheck out Ro's website Follow them on LinkedInFind them on Instagram Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

 Brittany McBean is a launch strategist and conversion copywriter. She specializes in anti sleazy audience-focused high converting copy for online entrepreneurs and educators. She believes that black lives matter now - and always, marketing needs to help not harm, and that it's our responsibility to use our voice to build up, magnify and support historically and systemically marginalized people. She's pretty much who I want to be when I grow up. When she's not trying to redistribute wealth in the world and dismantle the system by eliminating harmful marketing practices steeped in privilege and manipulation, or trying to write hilarious puns, you'll find her chasing a child around the house, screaming, "stop eating that!".  There was so much to put out of our conversation. And I can't do it justice by just giving you a few bullet points. But here's some things to whet your appetite before we get started.  - The importance of nuance in our conversations and relationships and how we've lost it.  - How you can use your copywriting superpower powers (If you're a copywriter) to make the communities you're writing for safer and more inclusive spaces.  - How you can hold clear boundaries while stepping out of your echo chamber.  - How you can have conversations with clients about differing views on ethical, social or political issues.  - Why the first place you address inclusivity in your business isn't on the sales page. -  And how parents never get snacks right. So. Pull up a chair and let's let Britney get on her soapbox.Sign up to Brittany's email list on her website.DM her (in between ghosting sessions!) on InstagramCheck out The Soap Box membership. Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

So, you've decided you want to weave politics into your messaging. But what are the things you need to think about before you do?This episode looks at what you should talk about, and what you should ignore, when to talk and when to shut up, which channels to use, and where to get help. Because we're in this together, and I want to make the whole process as easy for you as possible. Polly Toynbee's Women's Hour interviewJoin The Soap Box Membership Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

When we start talking about our politics or our values, it can all feel a bit dicey. We're used to avoiding controversial topics and just playing nice, because we don't really know how to have conversations - rather than arguments. In this episode I introduce you to the 3 tools you need to have better conversations. So you can share your views in your business, and sit around the table with relatives who disagree with you.  Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Why all the fuss? Get to know me a little more, discover why I'm the perfect person to talk to you about politics and marketing.  And find out why I think politics is the missing piece in your marketing puzzle. Welcome to episode one of The Soap Box Podcast!Find the Sprout Social survey here Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

You know that moment when you've written a heartfelt post about trans rights or climate change and you've gone to press post and suddenly you are paralyzed. What if someone disagrees with me? What if I've got it a bit wrong and I get called out? What if I have to deal with trolls in my dms for the next six weeks?That's what I talked about with our guest, Sadie Tichelaar. Self connection coach and shadow worker Sadie is passionate about supporting creative biz owners to connect with their version of satisfying, aligned, and sustainable success so that they can have more of what they want from life without playing the burnout tax of hustle culture.As well as a lifelong interest in curiosity for all things magical and spiritual. Sadie brings a dash of grounded practicality to her work. With 20 years experience in strategic project management and process development, weaving intuitive life and business visions with practical intentions and aligned action, the perfect mix.We talk about how you can use shadow work to help you get over those prepost jitters, how to deal with pushback on your opinions. And why you need a pimped out comfort zone.Find Sadie on Instagram hereAnd her website here Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging

Calling all business owners with a social conscience! The Soap Box Podcast is almost here! Hosted by messaging strategist and self-confessed politics geek Peta O'Brien-Day - expect conversations on sticky issues, marketing tips, and insights from business owners grappling with how to weave their values into their messaging. Launching on the 27th of July, 2023. Looking for more? Join The Soap Box Community - Peta's membership for businesses with a social conscience - for only $29 a month. Follow Peta on InstagramFind Peta on LinkedInHire Peta to work on your copywriting and brand messaging