Podcast Summary: Coffee N° 5 with Lara Schmoisman
Episode: Words That Work: Strategic Writing with Carmine Montalto
Release Date: May 13, 2025

Coffee N° 5 with Lara Schmoisman serves as a treasure trove for entrepreneurs and business enthusiasts seeking actionable strategies to scale their ventures. In this episode, titled "Words That Work: Strategic Writing with Carmine Montalto," host Lara Schmoisman delves deep into the art and science of copywriting alongside esteemed writer and branding expert, Carmen (likely Carmine Montalto). The conversation spans various facets of strategic writing, emphasizing its pivotal role in effective branding and marketing.

1. The Essence of Strategic Writing

Lara opens the discussion by highlighting her journey from radio to marketing, emphasizing the unexpected yet profound impact of screenwriting on her copywriting skills. She shares:

“When I started working in marketing and digital and I had, I found myself trying to write copy for my, my clients. Basically I was like, okay, I can do that. And I start using my knowledge of how to build a character. And I realized a character, it wasn’t the brand and the character actually was my consumer, which I didn’t expect that.”
[00:05]

Carmen echoes the universal nature of writing:

“I hope. But there’s so many people who are so terrified of writing and looking stupid in writing that they, they close themselves off to it. Of course, we’re all writers, but some of us are passionate about it and make our living off of it and, you know, it fuels us.”
[01:41]

2. Overcoming Writer’s Block and Building Foundations

The conversation shifts to the challenges of starting with a blank page. Carmen shares her analogy of writing as an art form:

“You just need to get a foundation and it’s like a foundation to anything. You know, if you’re making clay, like you need to build it into something. If you’re making a house, obviously that’s the easiest analogy. You build the foundation and then you build on top of it.”
[02:33]

Lara adds her struggles with writing English and the importance of intention in writing, stressing that writing with purpose attracts the right consumer.

3. The Art of Editing and Maintaining Objectivity

A significant portion of the discussion centers on the editing process. Carmen emphasizes the necessity of an incubation period to gain objectivity:

“You need what’s termed an incubation period, you know, where you, you need to separate yourself from your own writing. And you give yourself a day, two days sometimes, and you can come back and it’s like someone else wrote it.”
[04:07]

Lara relates this by sharing her own experiences with over-editing:

“It's not about being worthy. It's about hyper-editing yourself.”
[03:50]

4. Brand Voice vs. Visual Branding

The duo explores the often-overlooked importance of the written word in branding. Carmen critiques branding agencies for prioritizing visuals over copy:

“Visually. They focus on visual to the detriment of the written word. It happens every single time.”
[04:42]

Lara underscores this by highlighting the critical role of subject lines in email marketing:

“What is going to make you open an email? Not amazing graphics, just a subject line.”
[06:54]

5. Mastering Email Marketing and Storytelling

Email marketing is dissected as a blend of strategic writing and storytelling. Carmen advocates for viewing every email as an advertisement:

“I look at every single one as an ad. Every single email should feel like an ad.”
[07:38]

Lara emphasizes the synergy between subject lines and preview headers, stating:

“You need to know the magic of each channel.”
[08:23]

6. Embracing AI in Copywriting

A pivotal segment addresses the impact of Artificial Intelligence on the writing industry. Carmen references Scott Galloway's perspective, emphasizing AI as an enabler rather than a threat:

“The danger to a writer is not AI. The danger to a writer is another writer who knows how to use AI to better their own writing.”
[08:47]

Both Lara and Carmen discuss their daily use of AI tools like ChatGPT and Perplexity, viewing them as essential partners in enhancing their writing efficiency and creativity.

7. Ensuring Consistency Across Brand Channels

Consistency in brand voice across various platforms is highlighted as crucial. Carmen insists on the necessity of having a single writer to maintain a unified voice:

“You need to use the same writer for all of those things. Right. Like it is very challenging for one particular writer to pick up the same cadence as another writer and carry it through all materials on a particular campaign.”
[12:23]

Lara elaborates on her practice of creating a comprehensive "client Bible" to document and maintain the brand voice consistently:

“Every content has an intention. You cannot break down. Put a big font, little font in when it’s the same sentence. I’m giving an intention with this message.”
[15:47]

8. The Evolution of Language and Its Impact on Writing

The dynamic nature of language and its continual evolution is a topic both hosts find fascinating. Carmen shares her multilingual background and appreciation for language's adaptability:

“I love the dynamism of language. And I understand that English, to me, isn’t a static language. I love that the English language is constantly evolving.”
[18:30]

Lara adds by discussing the challenges of understanding humor in a foreign language, emphasizing that mastering a language involves more than just grammar—it’s about cultural nuances.

9. Direct Response Writing: A Specialized Skill

Lara introduces the concept of direct response writing, defining it as communication aimed at eliciting specific actions. She asserts its growing importance across various marketing channels:

“It’s like communication through our channels that is going to create an action.”
[24:57]

Carmen acknowledges her involvement in direct response through email marketing, highlighting the distinct skills required for different channels like SMS marketing.

10. Conclusion and Final Thoughts

The episode wraps up with Lara and Carmen reflecting on the indispensable role of strategic writing in branding and marketing. They emphasize the importance of intentional content, consistent brand voice, and leveraging tools like AI to stay ahead in a competitive landscape.

Carmen signs off with a thoughtful remark on the balance between creativity and practicality in copywriting:

“But, you know, I’m not out here teaching English grammar. I’m out here helping brands sell product.”
[17:58]

Lara concludes by inviting listeners to engage with future episodes, reinforcing the podcast’s mission to empower entrepreneurs with the wisdom needed to build successful businesses.

Key Takeaways:

• Strategic Writing is Integral: Effective copywriting goes beyond mere words; it's about connecting with the consumer and conveying the brand's essence.

• Overcoming Writing Hurdles: Building a strong foundation and allowing time for incubation can enhance the quality of writing.

• AI as an Ally: Embracing AI tools can significantly augment the writing process, fostering creativity and efficiency.

• Consistency is Key: Maintaining a unified brand voice across all channels ensures clear and coherent communication.

• Adaptability in Language: Recognizing and adapting to the evolving nature of language is essential for staying relevant and engaging.

This episode serves as an invaluable resource for anyone looking to refine their copywriting skills, understand the nuances of brand voice, and harness the power of AI in their writing endeavors.