Hot Copy & Shower Thoughts: Business Truths You Need to Hear with Emelie Sanders, Queso-Fueled Copy Genius

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Episode 81: "Say the damn thing!"- Emelie Sanders

In this episode of Return, Caitlan Siegenthaler is joined by Emilie Sanders. Emelie is the wip-smart, queso-loving copy strategist behind Pass the Queso. From flipping thrifted clothes to flipping the script on how we write and sell, Emilie brings the kind of wisdom we all wish everyone had on the internet.

They get into everything from motherhood and marketing to why clarity beats cleverness—and how the best copy doesn’t try to sound smart, it just sounds like you. If your messaging feels a little “meh,” your brand voice is on mute, or you’ve got 27 abandoned email drafts in your notes app… this episode will hit. Plus, you might lol so hard your cat will wonder what is really going on in your headphones.

What You'll Learn in This Episode:

• Why clarity in messaging beats cleverness
• How to use humor in your copy without losing your edge
• The underrated power of iteration (and what it really looks like)
• Why building a brand you like matters more than “the algorithm”
• How Emily uses productized newsletters to grow her list (and income)
• What to prioritize as a mom, entrepreneur, and human with limited hours

Key Takeaways:

• Iteration is the heartbeat of a growing business
• “Say the damn thing”—authenticity always wins
• You don’t need to be everywhere; you need to be clear
• Branding is an inside job
• Let your messaging evolve as you evolve

Chapters:
00:00 – Introduction to Emily Sanders and Her Journey
02:52 – From Reselling to Copywriting: The Evolution
05:59 – The Importance of Iteration in Business
08:58 – Finding Your Unique Voice in Copywriting
11:49 – The Power of Humor in Marketing
14:43 – Building a Brand: Pass the Queso
17:47 – Copywriting Tips for Beginners
20:44 – The Role of Community in Business
23:32 – Final Thoughts and Key Takeaways
26:48 – The Power of Direct Communication
30:51 – Crafting Compelling Emails
36:08 – The Art of Productized Newsletters
40:53 – Balancing Motherhood and Entrepreneurship
46:47 – Returning to Yourself: Self-Care and Identity

Links & Resources:

• Work with Emelie: passthequeso.com
• Grab Caitlan’s free Human Design & IFS mini-course: caitlansiegenthaler.com/resources
• The Return Podcast is edited by Mike Sims

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