Dec. 2, 2025
Rachel Allen in The Business Spotlight with Dori DeCarlo
Rachel Allen and data-driven, human-centered marketing for good people doing hard work that matters.
Rachel Allen is a fast-thinking, deeply nerdy marketer with broad-ranging experience in for-profit and non-profit sectors. She’s written for some of the biggest (and smallest) names in business, and excels at marketing that's equal parts data-driven and human-centered.
Having run a marketing business for 17 years with clients in 21+ countries, Rachel’s written for some of the top names in entrepreneurship, as well as influencers, brick-and-mortar businesses, and non-profits around the world. Her work has contributed directly to high-ROI launches, leaps in audience engagement, industry awards, relationships with top venture capital firms, and national-level honors.
Join host Dori DeCarlo on the Business Spotlight and connect with Rachel at BoltFromTheBlueCopywriting.com and on LinkedIn and Instagram.
Please support UnsilencedVoices.org a global 501(c)3 nonprofit that empowers survivors of domestic violence, sexual assault, and human trafficking.
We thank Smith Sisters and the Sunday Drivers for our theme song, "She is You".
Be sure to connect with us and come tell us your story!
WordofMomRadio.com - sharing the wisdom of women, in business and in life.
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She is sure, she is true, she is strong. She
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is strong, she is true, is true, she is praise, pray,
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she is she is you.
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Hello, everyone, welcome to today's Word of Mom Radio Here
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on the Word of Mom Media Network. I'm your host,
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Dori Di Carlo. And you know we are here week
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after week, show after show breaking those myths that mompreneurs
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and business women, especially those of us building our businesses
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from home. You know that we're just dabbling in between
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big sales and getting our nails done. We're not. We
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are smart, we are savvy, and we are sharing the
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wisdom of women in business and in life. And I'm
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looking forward to bringing today's guest into our show. Rachel Allen,
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in her own words, is a fast thinking, deeply nerdy
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marketer with a broad ranging experience in not for profit
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and for profit sectors. She's written for some of the
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biggest and smallest names in business and excels at marketing
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that equals parts driven, data and human centered. Having run
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a marketing business for seventeen years with clients in over
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twenty one countries, Rachel's written for some of the top
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names in entrepreneurship as well as influencers brick and mortar
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businesses and nonprofits around the world. Her work has contributed
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directly to high ROI launches, leaps and audience engagement, industry awards,
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relationships with top venture capital firms, and national level honors.
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And I could keep going on and on, but I'd
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much rather have Rachel come in and share her journey
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with us. So, with all that being said, Rachel, welcome
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to the Word of Mom Radio.
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Thank you so much for having me. That was such
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a lovely intro. It's cool to.
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Listen to the stuff that you've done. It's like, wow,
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I've right out about that. Cool. Yeah, I would love
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for you to take us on your journey that led
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you to the work that you're doing now.
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Well, I actually didn't know about I didn't have any
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plans on being a marketer. I didn't know what copywriting
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was until the day I started doing it. I had
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gone to college for journalism, and then I graduated into
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the two thousand and eight recession, and so of course
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no one's hiring, and I sent out a whole bunch
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of resumes, couldn't get a job. The only place that
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I could find work was unpacking boxes in the old
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Navy warehouse in the five am shift, and I didn't
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want to do that for the rest of my life.
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So in my twenty two year old brain, I was like, well,
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what's the furthest place away from Tennessee. It's Hong Kong.
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So I bought a plane ticket and then went to
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Hong Kong, landed with about two hundred dollars in my
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bank account and didn't bother getting a work visa because again,
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you know, twenty two and I had to figure out
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a way to make rent. So I started googling how
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to make money online, which is only slightly less ridiculous
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then than it would be now. And I found this
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job that popped up, a freelance job for something called copywriting,
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and I was pretty sure it had to be a scam,
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because I wish I just couldn't imagine that anyone would
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ever pay me to write, But it turns out they did,
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and I just loved it, and I've built a business
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off of that amazing.
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And you know, it's funny because copywriting, writing that collateral
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material and finding the way to speak in that person's
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voice is something that is really important to find. So
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as you were doing this, what was the biggest challenges
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for you when you first really started doing this and
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getting yourself deeper and deeper into copywriting.
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So there were, of course the technical challenges I think
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of just learning the craft, because it's different than journalistic writing,
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it's different than literature writing. But honestly, the main challenges
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I had, I think were mindset based because I was
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so convinced that I could never be a business owner
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or run a business because like, I'm not a math person.
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I would have never majored in business, and none of
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the women in my family had ever been in business.
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They'd all been employed, and so it just never occurred
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to me that I could build this thing for myself
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and that it could work and be okay and be
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an acceptable way of moving throughout the world.
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Amazing, it really is, and I love them moving about
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the world as somebody who has been on the road.
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When my kids all moved out, I put my stuff
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in storage and they looked at me and they were like,
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where are you going? I said, hey, I let you
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guys go. It wasn't my job to keep you right.
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It's a phone call away. And I've taken my life
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on the road for years, and it is awesome. In
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looking at the marketing trends, what are you seeing now, Rachel?
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So there's the obvious one of AI, right, I think
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that's impacting everything right now. But what I'm really excited
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to see is actually a swing away from automation to analog.
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People talk a lot about, you know, we talk about
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AI slop, We talk a lot about market, the market
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being jaded. And so if you're trying to sell anything
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right now that is even the least bit, you know,
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anything that's not crazy cheap, you need it to be
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high touch, you need to be non scalable, and you
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need it to be in some way analog. So I
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know a bunch of people are going back to in
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person meetings and local business. In one of the offers
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that I do, what we would just put together one
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hundred and fifty page magazine, like it's a chunky, you know, lead,
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leave it on your coffee table, get it in the
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mail type magazine. And people seem to be really loving
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just things that you can touch and hold.
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I'm happy to see that back. We interview a lot
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of authors, and I love to read, and I truly
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love a book in my hand, but honestly, I might
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read eight or nine books a month from guests, So
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I started doing the e books or PDFs. Yeah, and
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I miss it. So I love that you're creating a
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coffee table magazine, you know, instead of the online ones
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that are going on. Why does I'm going to go
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in a different route? Why so often does the marketing
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advice out there actually set people up to fail?
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So I've actually been shouting about this on the internet
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for like five years, and I finally was able to
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articulate the reason why, because I kept seeing people being
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sold these courses, being sold these processes and it works
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for like two people and everybody else just feels bad.
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And so what I figured out is that for a
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sale to happen, you have to have four elements in place,
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and they all have to happen, which is, you have
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to have the right thing in front of the right
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person at the right time and in the right way. Now,
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out of that, you can only control like maybe two
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of those elements if you're lucky. Do you don't have
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any control over the timing with which someone sees your marketing.
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You don't have any control over the way in which
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they prefer to get the data given to them. But
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marketing advice is predicated as though you do have control
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over all four of those factors, and if it doesn't
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work for you, well, then there's something wrong with you. You
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didn't want it badly enough, you didn't hustle hard enough,
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you didn't follow the process. And that drives me so
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crazy because it's just not your fault. You just can't
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control every factor that goes into making a sale.
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It's true, and again it's those pain points. You know,
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it is really reaching that person, and people forget in
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marketing what's in it for me?
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Right?
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You can have all the marketing you want, but ultimately
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the consumer wants to know what's in it for me?
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Why you, why your product, why your service? And you
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have to find that way to show them that you
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are that person that can solve their problem. And I
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think that that's why copywriting, finding those words, find it
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a way to craft somebody's message, to make you effective,
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to make you be that person, because there are so
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many people out there. There are you know, no matter what,
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there are very few things that there is only one of. Right,
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how do you deal with that challenge when you are
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working with a client.
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I mean, I think while it is true that there
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are multiples of everybody. I mean there's thousands, tens of
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thousands of marketers out there, tens of thousands of coaches.
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There is something unique about every person or every product,
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and that is the person who's presenting it. You know,
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there is no one who can dory like you do.
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There's no one who Rachel's like I do. And if
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you can bring that, and if you can bring your
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values in your human quirkiness and complexity and those things
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that you truly care about, that's where I always start
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with differentiating because, as you said, there's only so much
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difference you can bring to say, a coaching session. There
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are only so many different ways you can make a candle.
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But if you get into like why did I do this?
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Why does this matter to me? Why does this matter
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to my family? How do our values align here, that's
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when people start to resonate with you. And studies have
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shown that that's what people are most focused on right now. Actually,
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they want to buy from brands they feel values aligned with, no.
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Like and trust, right, those very very important things, especially
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intoday's world. We are looking at who we are buying
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from supports what their values are. Because our values I
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think are being so challenged right now. And it's hard
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because so many people have gotten into the convenience of
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online shopping, this and that blah blah blah, and the
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mom and pop markets dried up so much, and now
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people are cognizant of it. They're really aware of the
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fact that you contributed tremendously to these businesses closing and
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that focusing on that small business being able to to
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go name brand coffee stores. You can go to mom
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and pop coffee store and get wonderful products and things
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like that, And I think more and more people are
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circling back to that. Yes, I think it's people like
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you that are helping.
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I mean, it helps happen. That's what I've worked for
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very large organizations, and I've also worked for a bunch
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of individual people and regardless of the orientation there, what
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I love is being able to bring something to a
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local community and being able to help people find each
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other and really have a mutual win out of whatever.
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The relationship is.
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Agreed, and it is a win win, it really is.
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As you help that small business grow, as you helped
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that entrepreneur, that momrepreneur, that business owner that's out there
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doing something. Each purchase matters, It really truly does, and
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it helps the message get out there and further what
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they're doing. So when you work with somebody, Rachel, I'm
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a brand new client coming to you, I want to
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promote word of mom. Yeah, how are you going to
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work with me? How does that work with you?
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Well, the first thing that I want to know is
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just what do you want? You know, what do you
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want your marketing to do? What do you want to
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happen in your business? And let's say the next six months,
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because that tends to be enough time for people to
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hold in their heads. And then I say, okay, like,
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I understand your goals. Now what are you doing to
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reach them?
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Now?
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What have you tried before? Did it work? Did it not?
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Do you know why? Most of the time people don't.
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And then I'll come to you with a plan and say, okay,
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based on your goals, this is what I suggest we
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do and here's how we're going to see if it
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worked or not. And I tend to work in ninety
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day chunks because that gives you enough data to really
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get a good understanding of what's happened. It saves people
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from shiny squirrel syndrome where it's like, oh, we did
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this last week, but we're doing this this week and
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then ah ah, and then you don't really know if
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anything's working or not. And so we check in about
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every ninety days, and if we're doing just a one
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off project, we'll close it off then and I'll send
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you off with some lovely support and implementation. And if
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we do ongoing work, then we'll just check in about
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every quarter, maybe even sooner than that, and keep the
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project going.
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See.
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I think people don't realize how it's those chunks. Yeah,
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it's those chunks, and then the chunk moves forward and
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you can space it out more. I think very often
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when we are looking to do marketing and things like that,
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most importantly, you need to know what you want, what
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you are trying to accomplish. And I think very often,
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and correct me if I'm wrong, a lot of times
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people they have an end goal in mind, but they're
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not really sure of who they are, what their messaging
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really is.
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Right well, and especially they'll have a goal that it's
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like I want more brand visibility and I'm like, cool,
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how are you going to measure that? What does that
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