Disgustingly Good Copy

Email Storyteller & Sales Copywriter

'That's exactly what I wanted to say, I just didn't know how to say it'

I know that you know your ideal client inside and out.

You know them better than they know themselves.

But what you don't know, is how to COMMUNICATE that knowledge. You're stuck in 'expert mode'. 

And your copy is lacking punch and panache.

Your words should lovingly slap your audience in the face with how hard they resonate. You know when you watch a play or film or read a book that just gets it so right, you can be painfully gut-laughing and sobbing like a baby within the same breath?

That's what great copy achieves.

It's the tragedy of showing the reality of what is...

And the close-enough-to-touch fantasy thrill of showing what could be.

Those with the beach balls to be bold, daring, and experimental with their copy, win the game.


If you're a scaling online service provider, coach, consultant, or course creator who knows the power of cherry-picked words that karate chop your prospects in the heart space...

I might just be your gal.

If you dare to pour gasoline on your copy and set the internet on FIRE, I can help you with:

>> Website copy
>> Sales Pages
>> Email copywriting

Swing by the DMs for a low-key chat*
Or peruse the website: www.emmaloveday.com

*Low-key being the focus there, I'm so chilled I'm practically horizontal - apart from when it comes to writing copy that converts, of course ;)

Sales Copywriter

March 2020, I was let go with one day's notice.

My mum said, “There are loads of jobs going in Tesco”

And she kept on and on and on.

The relentless nag of your mamma, nothing quite like it.

Except I was looking for other things.

I was looking for writing jobs.

I told her, “Mam! Stop going on about Tesco!”

Why does this tiny Welsh woman insist on me getting an £9 p/h job?

👉No flexibility.
👉Horrible working hours.
👉Everything I'd just come from.
👉Everything I wanted to avoid



As a starting point, I was showing her writing jobs that were £35 p/h.

(Not too shabby, says the queen of minimum wage)

👉Work from home. Cushty.
👉Hyper flexible.
👉Build my copywriting biz on the side? HELL YES.

Could she not see?

But actually, she couldn’t.

My parents didn’t know or understand the skills I had.

They didn’t know I could make money with said skills.

They didn’t see it as a viable option.

They didn’t really believe I could get those jobs.

And not because they didn’t have faith in their day-dreaming kiddo…

But it just wasn’t their world.

👉Get a ‘stable’ job.
👉Set hours
👉Guaranteed income
👉Perks and benefits

Hear me now, lovely people…

I am not above working at Tesco or anywhere else.

I’ve worked in all kinds of jobs and am not above any of them.

But when there is a possibility for things to be better, why wouldn't you take it?


That year I donned my copywriting badge of honour.

I became: 

>>Ghostwriter to acclaimed psychotherapist and anxiety expert, Anxiety Josh.
>>Social media content writer & SEO strategist to Kimberely Quinlan of My Anxiety Toolkit.
>>Long-form article ghostwriter for Jewellery Blog (wishes to remain anonymous)
(Taken from 0 traffic volume per month to 35,000 visitors per month in less than 9 months)


I always saw myself as a writer, but this is the year my professional career began.

Freelance Writer

Socially Anxious Actress

From the age of 12, it was my job to understand what's going on inside your head better than you do.

I was an actress dah-ling.

**flicks poncey scarf around kneck**

The strength of your performance was determined by how well you understood the characters:

👉 Circumstance
👉 Struggles
👉 Motivations
👉 Relationships (with themselves & others)
👉 Their beliefs (the helpful and unhelpful)

You become so good at this, that when you're onstage, there are no clear lines between where the character ends and you begin.

Two become one (as the Spice Girls would say)

And voila, your audience is fully invested.

👉We feel the characters PAIN.
👉We want them to WIN.
👉We're GUTTED when things don't work out.

They are so damn believable.

They are so damn relatable.

A serious actor takes this seriously (seriously).

The research, experimentation, and ideation come long before the rehearsal room and continue right up to showtime.





You should know your ideal client so well that their therapist wouldn't spot the difference if you attended the session in your IC's place.

This is the difference between copy that's 'like-worthy'...

...and copy that is 'where-do-I-sign-up-worthy'.

It all begins with a deep dive into understanding your IC the way an actress makes it her mission to understand her character.

Because THEN...

You can make your copy something your prospects can believe and invest in.

And if they believed in the transformation you offer, just think of the difference that would make to your business.


**Takes grandiose bow**

***Prances off-stage**

Actress & Scriptwriter

Fraser Hart

I was top diamond sales exec for 2 years despite working with Dick, a 64 years old gemologist who had been in the trade for over 40 years.

Here’s the reason why:

Dick was a walking bag of intrigue.

👉64 years old.
👉Had a 40-year-old wife
👉Had a 5-year-old daughter.
👉Came from Alabama.
👉Bit racist.
👉Bit sexist.
👉Bit homophobic
👉Bit of all the things I'm pretty much not okay with.

(Made for some riveting conversations tbh)

He was a fully-fledged gemologist.

Worked in the diamond industry for over 40 years.

There was nothing he didn’t know.

But, for the two years, I always outsold him.

**Puts on DIAMOND AMBASSADOR badge of honor**



Why was it that?

Because I bothered to care about my customers, regardless of the sale.

Engagement ring buyers were my fave.

...Who is your partner?

.........Tell me all about them?

....................How did you meet?

..............................How are you going to propose?!

Let’s talk about how well you know them.

❤️What style would they like?
❤️How would they describe themselves?
❤️Classy, blingy?
❤️Less or more?
❤️Timeless or one-of-a-kind?




Dick, didn’t care.

(It's ok, he'd admit it)

Having Dick as your salesperson must have felt like going to a gemology lecture you never signed up for.

❌He talked about the 4 C’s.
❌He talked about the FEATURES.
❌He never talked in terms of human emotion and experience.
❌He never got excited with them.
❌He really didn’t LISTEN.

There was nothing I loved more than seeing a couple walk back into my store because they then wanted to buy their wedding ring from ME (not Dick 😜)




If human connection isn’t important to you, it will show in your online business.

People buy from people.

People buy from people they connect with.

And they connect with people who actually CARE.

Show them you're interested in them and they will be interested in you.


A.K.A - 

👉Don’t be a Dick.

I mean... don't be LIKE Dick.

Diamond Ambassador/ Store Trainer

Disgustingly Good Copy | Turn your copy into clicks, and clicks into clients | Direct Response Copywriter | Founder of Conversion Copy Academy

Oh, you want an email list of die-hard fans chomping at the bits to hear from you, go nuts every time you make an offer, and get replies like, “These are the *only* emails I read from start to finish”?!  

Turns out, that’s my *not so* hidden talent.

The problem is, inboxes are drowning in half-baked emails. Why should anyone read yours?

I'll tell you...

Because while your competitors go shallow with dead-inside listicles and AI slop… we’re going DEEP with relatable stories, audacious POVs, and high-level advice.

Making *yours* the emails readers make time for, no excuses.

We’re talking 12 series and 20 years of Gavin & Stacey without missing a beat, kind of dedication. We’re talking “I’ve watched all 264 episodes of Frasier THREE TIMES… and I’m ready to go again” kind of dedication.

That’s the type of emails I write.

Story-led, personality-packed emails that make readers feel as comfortable with you as they do with characters from their favourite 90s sitcom.

Imagine if you could:

✅Get replies after months of inbox silence
✅Fill your calendar because you’re always on their mind
✅Send emails *knowing* they’ll help you make sales today, or tomorrow
✅Quit the social slog and sell straight from the inbox by smacking SEND.
✅Build a crowd of you-loving lunatics who spread your name like some scandalous secret.

That’s what happens when you build an A-list and send A-list emails.



👉I work with gutsy coaches, consultants, and founder-led service-providers committed to their email marketing the same way a kid is to keeping their Tamagotchi alive.

(except THIS Tamagotchi rewards you in sales… not sad little beeps).

I'm an ex-actress and scriptwriter who brings the melodrama, unexpected twists, and sitcom-style storytelling flair to an inbox near you. 

Think stories that SLAP so hard, your readers will turn the other cheek just to feel it again.
(Sadists? Maybe. Smart? Definitely).

I’m serious about your business, your copy, and results… but I’ll also casually channel my inner Drag Queen mid-convo and yell “SHANTAY, YOU STAY!”

💅Because why so serious?

Life is better when you can find the funny (and so are emails, BTW).

🤫Some clients call me their dirty little secret.
Well, the secret’s OUT.

Your list is either a goldmine or a junkyard.
You get to choose.



Let’s grow a fandom of obsessed nutters who pay just to be closer to you and your gorgeous brain.

💌DM me for done-for-you email copywriting.

💌Or join the Copy Chops newsletter to ‘suss me out’ first, and even learn how to do it for yourself: emmaloveday.com/copy-chops

Emma Loveday

Gabriella Sterio – Editor | Copywriter

Writing conversion-focused product descriptions, blog posts and web copy for both private clients and small businesses. Ability to nail (or devise!) a creative brief to capture your company's voice – not to mention attract, engage and convert customers!

Copyediting and proofreading non-fiction titles for book publishers and self-publishing authors. Collaborating with publishing staff and/or authors to negotiate corrections, applying relevant house styles and meeting tight deadlines.

Freelance Editor & Copywriter

Abbey's Bookshop abbeys.com.au

Developing and implementing business and marketing strategies; managing staff workflows; writing/editing editorial content for newsletters and website; providing high-level customer service to key individual and institutional customers; resolving customer complaints; buying and managing inventory; liaising with suppliers to manage backorders and returns; attending local and international conferences/fairs to build customer and trade relationships.

Department Manager

Harry Hartog Bookseller, Miranda

Providing expert knowledge and attentive service to customers; motivating staff to improve service and maximise store revenue; coordinating, writing and proofreading customer newsletters (using Campaign Monitor) and staff book reviews; receiving stock and managing inventory; liaising with small and large-scale suppliers to manage backorders and returns; organising book signings and events (including school holiday workshops); collaborating with the store manager to implement new processes; and general administrative duties.

Assistant Manager

Building customer relationships and delivering a high level of customer service to individual and institutional clients; buying and managing inventory; compiling and editing catalogue content; writing and/or proofreading website copy; writing copy for email newsletters (using Campaign Monitor); processing customer orders; generating quotes and invoices for schools and libraries; undertaking sales representative duties at local and national teachers' conferences; database management; and general administrative duties.

Senior Bookseller | Buyer | Editorial Coordinator

Undertaking structural editing, copyediting and proofreading of non-fiction manuscripts, including the application of house styles and supply of detailed design notes. Liaising effectively with authors and publishers to ensure the timely delivery of edited manuscripts. Writing copy as necessary (such as runner lines and back cover blurbs) and taking in proofreader corrections into InDesign files.

Freelance Editor

Murdoch Books

Managing more than 20 titles at different stages of development, from manuscript submission through to prepress. Responsibilities included updating databases, creating schedules, managing budgets, briefing freelancers (i.e. recipe testers, copyeditors, designers, photographers, proofreaders and indexers), creating paginations and flat plans, managing relationships with high-profile authors and agents, manuscript development, checking and marking up pages, copyfitting, taking in corrections into InDesign files, writing sales copy and blurbs, and ensuring the quality and accuracy of prepress files.

Project Editor

NewSouth Publishing

Commissioning new non-fiction titles, manuscript development, negotiating rights, facilitating co-publication sales and managing multiple titles at different stages of development. Other key responsibilities included formatting manuscripts, applying for image permissions, managing budgets and schedules, compiling editorial and design briefs, securing endorsements, raising invoices for subsidies and writing sales and catalogue copy.

Devising media plans for UNSW Press and its agency titles, compiling email newsletters, designing advertising materials, writing promotional copy and media releases, managing events, maintaining a media contact database, and liaising effectively with media outlets, booksellers and festival directors to promote the publisher's titles.

Publicist

If you're an author or business owner, you're probably using tools like Grammarly or ChatGPT to polish your writing. After all, they're free, mostly accurate and do the work in a fraction of the time. But these tools aren't all they're cracked up to be. Here's why:

❌ They overlook errors.
❌ They flatten your voice.
❌ They make unnecessary suggestions.
❌ They allow factual errors to slip through.
❌ They fix the mechanics, not the content of your writing.

This can be a problem if you want your words to build trust, educate or prompt readers to take action. What's more, it can take hours to review flagged errors and figure out if they're right or wrong. (Hot tip: You need a firm grasp of grammar to know the difference.)

That's why you need a freelance editor to step in (hello, that's me!). In addition to catching grammar goofs and misspellings, I can do things that bots can't:

✔  flag clichés or bias
✔  highlight factual errors
✔  identify information gaps
✔  remove repeated words or ideas
✔  maintain your style or brand voice
✔  know when rules can and can't be broken 
✔  improve the flow and logic of your writing.

Not only does this save you time and guesswork, but it also sharpens your message, making it clear, memorable and tailored to your ideal audience. 

Here's who I work with:

👉 marketers
👉 book publishers
👉 online businesses
👉 self-publishing authors.

Here's what I edit:

👉 non-fiction books (e.g. food, garden, biography, business, history, narrative non-fiction)
👉 business and marketing copy (e.g. websites, blogs, case studies, emails).

So if you want your words to make an impact or you need a freelance editor on your team, shoot me a DM!

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