#awinewith Adele Hollywood
MEET Adele Hollywood, Founder of Bookleaf Copy
You can find them here:
Transcript
Danielle Lewis (00:04):
So good. Adele, welcome to Spark tv.
Adele Hollywood (00:08):
Yay. Thank you.
Danielle Lewis (00:09):
I'm so excited to have you here. Let's start out by telling everyone who you are and what you do.
Adele Hollywood (00:15):
Yes. I'm Adele Hollywood. I'm a brand story and copywriting consultant, and I help heart first business owners and solopreneurs to showcase their quirks with naturally different words. So my whole philosophy is kind of based around quirks. So really that's just the details that make us different, and I really believe that we just need to be doing more of this and leaning into those details. It might be the path that you've walked to get here, or it might be your values, your personality in this AI age. We just really need to be leaning into that human behind the brand. That's the stuff that I believe connects us to our customers who are reading all of this robo copy and the chat GPT stuff, which is really same. So my approach is embedded in story and quirks, and I offer brand story strategy and copywriting support in that way.
Danielle Lewis (01:16):
That is so good, and I just love that you use the word quirks because I was chatting to somebody the other day and we were like, in this day and age where everything is saturated, there's a million businesses in every different category, the way to stand out is by being you.
Adele Hollywood (01:35):
Exactly, yes. Everything has been done. We're all delivering a similar service, maybe not so much a product that might be really different, but the way that we can stand out is just really tapping into, okay, what is your emotional narrative? How did you get here? Maybe that's the highs and the low moments, or those aha moments that you had. Let's talk about that because there's someone out there who'll feel really seen when you share those details. I think we can feel like we need to just be talking about what our product or service does, but I think getting into that why and showcasing that we are really human, that you can know and trust us because we're just like you is where the magic starts to happen.
Danielle Lewis (02:29):
Yeah, that's so true. And I mean, you think about stuff that you buy, it's always about that, isn't it? It's always about how you connect to the business owner or the brand, or I always think about go to skincare.
Adele Hollywood (02:44):
Yes.
Danielle Lewis (02:45):
And it's like so hilarious. I buy it and I don't even know if it's good,
Adele Hollywood (02:50):
But obviously you've got that emotional connection already. They're funny, they're easygoing. You feel like you'd feel a bit seen in their copy. Their copywriting is amazing, as we all know.
(03:06):
It feels like you're just having a chat with them when you read about their product. You're like, oh yeah, I get that. They've broken it down in a way that maybe a friend would tell me. So yeah, we're all buying emotionally. We all know what we want. We've all done our research. I think we are now at the point where we're like, okay, who's behind this website? One of my, it's not a pet peeve, but it's like it's a lost opportunity when you visit someone's website and you go to their about page and it's like, oh, but what about you? Who is the person or the people? When did you come up with this idea? And what spurred you to do that? Because often that's where we feel like, oh, I can really get behind this person. I feel like, yeah, I can root for them in their cause kind of thing.
Danielle Lewis (03:54):
And it's such a trend, like Gen Zs especially really want to buy from personal brand led brands, so you're so right. It is a missed opportunity. I know there's so many people that say, I don't want to be in the spotlight. I don't want to be the face of the brand, but I'm like, cool. But you are a pretty big marketing channel.
Adele Hollywood (04:16):
Yes, exactly. And I feel like it's low hanging fruit. When we want to differentiate ourself from the competition, we can get really bogged down into positioning. And what is it that you do that's different, but how about just leaning on yourself, on the founder, on your why, because that is what people are craving as well. Yeah,
Danielle Lewis (04:45):
It's so true. I mean, it's actually funny. I always get cranky with women in business because, so as a part of Spark my job, I consider my job is to just tell the world about more women in business. Love that. So I'm constantly, yeah, I love it too secretly. So I'm constantly trying to find more for email led brands, list them in our directory, shout them out on social media and the amount of times I'm trying to hero a brand,
Adele Hollywood (05:17):
And
Danielle Lewis (05:17):
There's nothing about the female founder on their website. There's no headshots of them on the internet that I can pull off. There's just nothing about, I'm like, oh, put yourself out there. Women, seriously,
Adele Hollywood (05:33):
I know something, I feel like the word I use is sticky. Get those sticky details out there, but it can be really hard. And I think we both know that it is so hard to start sharing that information and share it in a really compelling and easy to read way, and that's where story comes in. There's lots of different story frameworks you can use, but to your point about people not doing it, I think it's really good to have someone, and that's the role that I offer, is just to witness,
(06:06):
Tell me about you. I'll ask some questions, I'll dig a bit deeper, I'll pull on a few threads, and then suddenly we're like, oh, that's the gold nugget. That's actually a really interesting thing about you. And they might say, oh, really? And then when you expand that out and you write it down, it actually can re-inspire founders in their business as well as then inspire their dream customers. So I feel like it's such a process that we don't really go through. We just get busy talking about what we do, but that story, that emotional narrative is really tricky to write on your own. So it's nice even if you just talk to a friend and say, what do you think I should mention? What are the things that you love about me that maybe others would too if I spoke about that?
Danielle Lewis (06:59):
Yeah, yeah. No, it's such a good point. I think you're right. We don't think we're that impressive, and we don't think that we kind of get, oh yeah, everyone's been through that, and it's like, no, that's literally amazing that you did that thing. But sometimes you're right, it does take somebody else to kind of draw that out of
Adele Hollywood (07:18):
Us.
Danielle Lewis (07:19):
But it also, I think, makes it easy once you've got that story to just lean on it a little bit, it's like talking points in pr. It just helps you go, whenever I'm having this chat, if I say this, this and this, it will resonate. And it's kind the same if you know your story, you can write better copy, write better social posts, write more emails, talk to people, and just keep reinforcing it when you know, oh, this is my special source.
Adele Hollywood (07:47):
Exactly. Such a great point. Because your brand story can just be this one long form piece of content, but then it can become an overlay on a video, it can become a speech, it can become, just as you said when you're doing a podcast. Oh, those are the kind of four, three or four key chapters that I might talk about that make me who I am have made me build this business the way that it is today. So it helps you to be memorable as well. And yeah, I think doing that in a really safe and sacred space with someone and working that out can give you so much confidence. And then as you say, it makes writing copying content so much easier when, oh yeah, my values are this, my positioning statement is this, and these are the lessons I learned along the way that I know my dream customers see themselves in.
(08:44):
Because writing copy and content is so hard. Oh my God, the everyday grit of that, where do I start? But with your strategy bettered down, and I like to call them your soul statements and your story defined, which your story can feel like such an abstract, intangible thing, but once you kind of nail it down, then you're like, okay, I'll just start with those two things and make sure that messaging is reflective in the Instagram post I'm writing or little bits like that. Whatever makes things easier. And that's my mission in a way. Let's do this big picture thinking and then you can go away and hopefully the everyday comms that you write are blowing a bit easier.
Danielle Lewis (09:31):
I love that. So how did you even get into this?
Adele Hollywood (09:37):
So writing has always been my jam. I think a lot of writers might say that at school. I was the girl that was like, I just want to, I'd rather write an essay than play sport, like absolute nerd, dark vibes. And then from high school went into a professional writing and publishing degree, and then into a 12 year comms career. So pretty linear in that way. Writing all of the things and cutting my teeth in government and private orgs and then linear. Up until then I had a baby, then I That'll do it. That will do it. Yeah, I think it's Taylor's old as time you're sitting on the couch with this baby, you're trying to get to know your world is really different. And I stepped, I'd stepped off that full-time kind of hamster wheel of work going in, being an employee, getting a paycheck, not really thinking much about it anymore.
(10:36):
And I was thinking, okay, I don't really want to go back to the office. Having that anxiety about can I even use my brain in the same way? Will it work? The team will have changed. Just all that anxiety about going back and then wanting to stay closer to home. How can I, thinking of anything, what can I do where I can be in the home a bit more and closer to my child for pickups and drop-offs and watching them grow. And my son wasn't settling into daycare when I went back after mat leave, so I was back in my permanent role for only three months before my partner said, you mentioned freelancing, and why don't we just give it a shot? Let's see how it goes. So I just made the leap, which was really scary, quitting a permanent government job in this day and age.
(11:31):
But yeah, I haven't looked back really. I just kind of got on with it. And for the first year it was really hard. I was a stay at home full-time, stay at home mom, so I was trying to build this business in nap times or in the evenings. But I found it easy because I really loved it and I was really excited by it, the creative freedom that I could have after 12 years doing it for someone else going, oh, I can think about the way that I want to shape this and look for the clients that I want to work with. So I was really fueled by that excitement in the beginning, which I still have this very interesting push and pull of, I love this so much, and oh, I've got a parent now. I love my child, but I'm just full of all these ideas. And it's actually funny because without him, I would never have ever, ever thought about going into building a business or being a freelancer. I just never would've. I wasn't surrounded, and I still am not by those people. So yeah, it's ironic that way.
Danielle Lewis (12:45):
How do you maintain that excitement? So I often look back, so my first business, I started, I want to say 15 years ago when I was working in corporate. And I remember I was like, it was kind of like, so the corporate job was my baby, and I was like, I'd sneak off and at lunchtime to do stuff and I'd stay up till midnight and I was just so excited about it. And look, I'm not going to lie four businesses and 15 years later I'm a little tired. Have you done anything over that time to look after yourself, maintain the excitement, or has it just come naturally?
Adele Hollywood (13:29):
Yes, great question. I feel like I'm a total optimist, kind of glass half full person.
(13:37):
My energy is usually pretty like, yay. And that's just me. And I think it can annoy some people, my glass half fullness, but I feel like in a way that's really helped me to stay motivated and keep going as well as, as you said, I just love what I do and seeing the impact that I can have working one-on-one with someone. So working in government, in comms there you were just churning out heaps of copying content every day and you never really knew where it might end up or who was reading it. But working in small business, you get to sit down with this person who also has something they're really excited about and you get to help them. And then seeing that come to life or work is so rewarding. So definitely that side of the nature of that work is really I fill my cup. Yeah,
Danielle Lewis (14:39):
That is so good. I love that. What was the biggest challenge then, going from full-time work to freelance slash running your own business?
Adele Hollywood (14:49):
Definitely. As I said before, just that push and pull of, oh my God, I really want to do this kind of full-time, but I'm also a full-time mom. So just the balancing of the workload, maybe biting off a bit more than I could chew in the beginning or over promising, I'll write that for you for no money, and then maybe love that we all do that. And I loved it, but then I was like, this isn't sustainable. Then you feel exhausted because you're running around at a playground all day and you're like, oh, I've got to deliver that thing. So in the beginning it was really relearning, not even relearning, just learning, okay, what does it mean to be a freelancer? All the different hats you have to wear, start thinking about money and pricing and making sure that it works for you. But yeah, I could write a book about it. I think, oh my God, you should
Danielle Lewis (15:53):
Write a book about
Adele Hollywood (15:53):
It. You're a writer. I think a lot of women would agree. Yeah, it's the frustration of wanting to go really fast, but then also going, hang on, this is a really nice season of slowing down. And in a way, motherhood taught me just surrender and do your best and be yourself, and it should work out from there. But in terms of challenges, balancing that workload and so many other things, learning all about money and things.
Danielle Lewis (16:33):
Yeah, money's an interesting one. Well, like you said, especially working for the government, consistent paycheck, you probably got pay rises each year and then you start your own business and you're like, when does the paycheck come in?
Adele Hollywood (16:50):
Exactly. You're so used to being someone that, as you say, has a paycheck and you provide and you pay the mortgage and things, and then suddenly you're doing this invisible work where you're at home all day with your kid and you've had a beautiful day, but it's been really exhausting and you just have really nothing to show for it. You're not earning anything in that regard. So then, yeah, it's just the stories we tell ourselves. I think it's definitely better now that there's a routine. My son, finally, we found a center that he really enjoyed going to daycare at, so I work three days a week while he goes there. He loves it. So knowing that he's happy means everything as well.
Danielle Lewis (17:36):
That is so good. And I mean, yeah, it is a huge unspoken challenge, isn't it, where you don't have the time, some people do, and you don't have the time of a full-time job. You are constantly thinking about this little gorgeous human that you created that you need to make sure you look after and then also chase your dreams and follow this business idea that you have. So I love that you mentioned how challenging the balance is because I think it's a reality for a lot of women.
Adele Hollywood (18:11):
It is. And I think it's been such a journey of, as you would've heard a lot, I'm sure how interconnected business growth is with personal growth.
(18:23):
And there's nothing like starting a business for learning more about yourself and meeting parts of yourself that you didn't really ever want to meet. Or for me, a big one was like, oh my, I'm a bit of a perfectionist and I'm learning to let that go a bit and go done is better than perfect. That's definitely my mantra for this year in terms of getting ahead on a few things and not killing myself over writing the perfect sentence and thinking that someone's going to hate me if it's not like we all deliver so much value as business owners, service providers, whatever it is that we do in the kind of invisible things in the way that we onboard someone or the way that we provide a customer experience that's already brightening someone's day and making them feel seen, and maybe they're learning something from that. So yeah, it's been really good in that sense for developing as a person and going, huh, I'm going to rise above that, or I'm going to see that and work on
Danielle Lewis (19:38):
It. I love it. Somebody did say that. Maybe it was a podcast I was listening to or so, but that, yeah, business is the ultimate personal development journey. It's more,
Adele Hollywood (19:49):
And you dunno that going in and then you're like, oh my god, no, about how to build a business and I'm meeting parts of myself that I hadn't met before. I'm doing all this shadow work. What's happening?
Danielle Lewis (20:02):
It's so true. I think so many people start a business because they're just good at something. They go, oh, I'm amazing at whatever insert skill here. I should start a business around that. And then they're like, oh, no one told me that it was all this other stuff that you have to do. That is not even the thing that I love doing.
Adele Hollywood (20:21):
Exactly. And it's also foreign to us. If you've not grown up in a family of where there's an entrepreneur or someone that started a business or have a couple of friends doing it, you're like tax and well, I mean we all do our tax, but business tax and GST, and I think what makes it so special is then meeting people like yourself and going, oh, I see what you're doing and it's amazing, but also how hard WTF is running a business and the way that everyone kind of supports each other and the honesty and comradery is so special. Yeah,
Danielle Lewis (21:00):
I dunno if you could do it without it. I don't think I could do business without the community that I am a part of and that I have built. I'm like, I agree. You just have those moments where you're like, I guess in the social media world too, we see the outside of everyone's business and we're like, oh my God, that's so amazing. How will I ever get there? And then you're talk to them and they're like crying because it's so hard and you're like, oh, okay, we're all going through the same thing.
Adele Hollywood (21:29):
Exactly. When you find a community, whether that's one or two women or something like what you've created where everyone can lean on each other and share their experience, it just normalizes it a bit. And we go, oh, we don't have to be perfect at all the facets of running a business. We just need to keep each other afloat and supported enough that we still have that passion for the really beautiful, unique thing that we are really good at, our zone of genius and the rest we can learn as we go.
Danielle Lewis (22:05):
Oh my God, I could not agree more. I love it. So I always love to wrap up these podcasts with one last piece of advice. So reflecting on your time in business, what would be a piece of advice that you would give to another woman on her business journey?
Adele Hollywood (22:22):
I think it would have to be one of my favorite quotes. So it's Elizabeth Gilbert. I'm author of, eat, pray, love. And this isn't taken from that book, but she says, most things have already been done, but they have not yet been done by you. So I have that on the wall. It's a permission slip to go, yes, everyone is doing all these things and maybe you think that you can't launch this product because there's already something similar, but it hasn't been done by you yet, and you offer such a unique take on things and all of your life experience and the why behind what you want to do is what will actually connect with someone out there who needs what you are about to create. So don't give up, don't get dismayed that it's not unique. Just do it and put it out there and if you don't stop, you can't lose. So just little baby steps, maybe a couple of steps back sometimes, but yeah, just keep trying.
Danielle Lewis (23:37):
Oh my God, it is so, so true. And it's so interesting. Before we hit record, you made a comment about these podcasts that I do that have a little wine edged to them. And it's so funny because I created it because it's the podcast I wanted. I'm like, I just want to have a wine with amazing women in business. But I mean, over the years I get a little flack from some people about wine drinking because not everyone, and I'm like, I just love this conversation that we've just had because it is that permission slip to do it your way and your people will find you, which is beautiful.
Adele Hollywood (24:16):
Just like I then proactively said to you, I love that this is about wine and that you're a huge mind enthusiast. Me too. So already it's that instant like, yeah, I get
Danielle Lewis (24:30):
It. Totally. Oh my God, you are absolutely incredible. Adele, thank you so much for sharing your story and your wisdom and your insights with the Spark community. That has been beautiful.
Adele Hollywood (24:41):
Thank you, Danielle. It's been such an amazing opportunity and yeah, great chat. Thank you.
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