Here’s what you missed if you didn’t join us live for the Informi Talking Small Business lunchtime webinar, where Sophie Cross talked to the director of Lexicomm, copywriter and brand messaging expert, Anita Ellis.
Introducing Anita Ellis…
A punchy copywriter and the director of Lexicomm, which specialises in brand messaging, tone of voice and copy that grabs clients by the eyeballs (think LinkedIn profiles, case studies, email sequences, sales proposals and websites).
Anita has built her copywriting business through networking, using LinkedIn, consistent content creation, clear boundaries, and strategic personal branding.27 key takeaways from the webinar
27 key takeaways from Anita Ellis on building a successful copywriting business and networking effectively
- You can only follow the stepping stones backwards - Your career path only makes sense when you look back; trust that each experience builds towards your ultimate direction.Use transition moments as opportunities - Major life changes like COVID, redundancy, or toxic work situations can provide the perfect catalyst for starting your own business or a fresh start, although it might not seem like it at the time.
- Get a variety of experience - Moving from working for a large corporate (with agencies doing everything) to a small charity (doing everything herself) was ideal preparation for running her own business.
- She thought "Anita PLC" even when employed - Treat yourself as a mini-business or brand, even if you’re employed.
- Tell everyone what you're doing - Just sharing your new business or job with your network can often lead to opportunities without the need for a hard sell.
- Start with pro bono for testimonials - Your first client can be someone who gets free work in exchange for a case study and social proof.
- Leverage existing relationships - Contact agencies you’ve worked with, former colleagues, and business connections you've already built trust with.
- Natural networking works best - Business can come from casual conversations anywhere, even in swimming pools on holiday.
- Consistency trumps perfection - Posting regularly matters more than waiting for the perfect post.
- Use Anita’s SAVVY framework - Structure content around Sales, About (what you do), Visibility (bold content), Value (helpful tips), and You (personal stories).
- Don't expect immediate DMs - LinkedIn success comes from cumulative visibility over time, not individual viral posts.
- Frame everything as stories - Whether sharing achievements, failures, or advice, storytelling makes content more engaging and memorable.
- Share personal elements strategically - Include details you'd naturally share in face-to-face business conversations to build genuine connections.
- Batch content creation - Write all LinkedIn posts for the following week in one dedicated session.
- Set clear working boundaries from day one - Anita works four days a week, never logs on Fridays, and doesn't have work emails on her phone.
- Work with your natural energy patterns - Recognise when you're most productive (mornings for Anita) and protect that time fiercely.
- Schedule everything - Block time for client work, business development, and personal activities in your calendar.
- Parkinson's Law is real - Tasks expand to fill available time, so set strict boundaries to maintain efficiency.
- Anita now says no to morning networking - She protects her most productive work hours even though it feels like she might miss out.
- Repurpose old experiences as current stories - Events from five years ago can become powerful content when framed with current insights.
- Use natural conversation as content inspiration - If you're explaining something to someone in person, use the topic and the way you’re talking about it as a post.
- Make bold moves for visibility - Sometimes it’s worth sharing vulnerable or unusual stories to cut through the noise.
- Weekly beats monthly for consistency - For Anota, monthly newsletters are too easy to postpone; weekly creates a sustainable rhythm.
- Make it easy for yourself - Short, story-based content is easier to write consistently than complex tutorials.
- Send on your day off - Anita sends newsletters on Fridays when she's not posting on LinkedIn, creating a balanced weekly rhythm.
- Align branding with personal preferences - Anita's red branding works because she genuinely loves wearing red, making consistency natural rather than forced.
- Professional photos with flexibility - Anita invested in a large bank of professional brand photos, but supplements with iPhonography that maintains her colour palette and style. She’s always on the lookout for a nice red door to be photographed against!
Watch the whole webinar back…
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Connect with Anita on LinkedIn
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Don’t miss the next Talking Small Business webinar…
On Thursday 10 July, 1-2pm, Julie Spence, award-winning AAT bookkeeper and Director and Founder NoExspense LTD, will be joining Sophie and Will to chat about…
- Things to do from day one of a start-up
- Financials for running your own business - tax, cash and profit
- How to discover the value you bring
- Utilising all available resources for growth (like funding, networking, social media and referrals)
- How to get ready for the Making Tax Digital change.
Don't miss the opportunity to learn from a business expert on your lunch break...