Ever wondered why some marketing copy wraps you in a cozy hug while others hit like a corporate ice bath? In this episode, I share why words like “package” might spark visions of David Bowie’s iconic vibe—if you know, you know—instead of your irresistible offer. I dive into dodging those awkward “weed words” that yank readers out of the magic, sharing quirky tricks like proofreading backwards or splashing colour on your words to catch pesky slip-ups. It’s all about keeping your audience lost in a delicious flow, hooked before they even know they’re sold.

I’ll reveal why “process” screams processed cheese and how swapping stiff jargon for softer, soulful words can turn your writing into buttercream bliss. Ready to ditch the suits and craft copy that’s pure poetry?

Find out more about Jess and the Empress membership community at jesscollins.co.uk or The Feral Writer on Instagram.

M Path is produced by Urban Podcasts.