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Most marketers tell you to follow the formula. Lois Mack says that formula is exactly why your content sounds like everyone else's.
Context: Lois is a messaging strategist who grew up working class in northwest England, daughter of Irish immigrants, told writing was not a practical path. She built businesses anyway, and her take on marketing will rewire how you think.
3/n The most powerful marketing move you can make is telling the truth about what you actually think. Not what sounds safe. Not what converts. What is actually, honestly true.
4/n You did not lose your voice. You buried it under templates, formulas, and trying to sound like the "successful" version of someone else. That is recoverable.
5/n Creativity is not a personality trait reserved for artists. It is a leadership skill. The founders who build real influence treat it that way.
6/n Lois spent years writing books for OTHER people before she let herself claim the title of writer. Imposter syndrome does not care how talented you are.
7/n The disconnect happens slowly. You chase conversions, copy what works for others, clean up your edges. Then one day your work feels hollow and you do not know why.
8/n Authenticity is not a vibe. It is a strategy. When you stop performing and start saying what you actually mean, the right people find you faster.
9/n Building a body of work you are proud of requires one uncomfortable decision, stop optimizing for approval and start writing from conviction.
10/n Ambitious women often abandon the exact thing that made their work magnetic, their specific, lived, inconvenient point of view. That is the whole asset.
Listen to the full conversation with Lois Mack on the Show Up Real podcast. This one will stay with you. 🧵
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Episode Summary

Catalina Del Carmen sits down with writer and messaging strategist Lois Mack to explore what it truly means to find your voice in business. They dig into unlearning marketing formulas, reclaiming creativity as a leadership skill, and why telling the truth is often the most powerful thing you can put into your work. This episode is a must-listen for any entrepreneur who feels disconnected from the thing that made their work special.

Key Topics

  • Unlearning rigid marketing rules and cookie-cutter formulas
  • Finding and owning your authentic voice as a business owner
  • Creativity as a core leadership and business skill
  • Building a body of work you are genuinely proud of
  • Claiming an identity (like "writer") that was never handed to you
  • Why ambitious women disconnect from what makes their work unique
  • The power of telling inconvenient truths in your marketing

Timestamps (Estimated)

00:02, Catalina introduces herself, the Show Up Real podcast, and her mission

04:10, Announcement of the Costa Rica retreat for moms and caretakers

08:30, Introduction of guest Lois Mack and overview of her work

14:00, Lois shares her background growing up working class in northwest England

20:45, Conversation begins on voice, creativity, and unlearning marketing rules

Notable Quotes

"The people who build real influence, create generational wealth, and transform their communities aren't trying to fit in. They're the ones who own all of themselves."

"She believes some of the most powerful marketing comes from telling the truth about what we actually think."

"Sometimes playing big looks like scaling your company, and sometimes it looks like you choosing yourself for the first time in your life."

Social Captions

Caption 1 (Instagram, inspirational)

The most powerful marketing move you can make is telling the truth. In this episode, Catalina and Lois Mack break down why your real voice is your greatest business asset. If you have ever felt like you lost yourself trying to sound like everyone else, this one is for you.

Caption 2 (LinkedIn, professional)

Creativity is not a soft skill. It is a leadership skill. Catalina Del Carmen and messaging strategist Lois Mack dig into why so many ambitious entrepreneurs disconnect from the very thing that made their work special. This conversation will challenge how you think about marketing and voice.

Caption 3 (Instagram, community)

Grew up being told your dreams were not practical? Lois Mack did too. From a working class family of Irish immigrants in England to running a successful writing and messaging business, her story is proof that owning your full self is the strategy. New episode is live now.

Caption 4 (Instagram, retreat teaser)

15 spots. Costa Rica. November. Catalina, Janice Torres from Yo Quiero Dinero, and Sonia from Mujeron Movement are hosting a retreat built by moms, for moms. Business, wealth, real talk, and rest are all on the agenda. Check the show notes to get on the waitlist before doors open June 15th.

Caption 5 (LinkedIn, mindset)

Formulas and templates can only take you so far. The entrepreneurs building real influence are the ones willing to say what they actually think. Tune in to the latest Show Up Real episode for a conversation about voice, creativity, and building a business that still sounds like you.

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