We recently had the chance to connect with Monica Wallis and have shared our conversation below.
Monica, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What is a normal day like for you right now?
As a freelance copywriter, a “normal” day for me is never really normal, but that’s what I love about it! I usually kick things off by checking in with my content creator—approving posts, writing captions and getting everything scheduled for the week. Then I hop on Instagram to reply to messages, engage with other accounts and jot down random ideas that could turn into future content for my business.
After that, I head to a local coffee shop (gotta keep things fresh; I rotate spots daily) and settle in with my go-to order: a hot honey cinnamon latte with almond milk. That’s when I dive into a few hours of focused writing time for clients. Somewhere in between, I’ll film content for my own business, send out brand pitches and catch up on emails.
Once I log off, I make time for a workout, a walk with my dog (aka my “coworker”) and cook dinner. It’s kind of my reset before doing it all again the next day. It’s busy, creative and a little all over the place… but I wouldn’t have it any other way.
Can you briefly introduce yourself and share what makes you or your brand unique?
Yes, hi! I’m Monica Wallis, founder and owner of Copy That, a full-service copywriting studio based in Frisco, TX (but I work with clients from all over!).
At its core, Copy That helps brands find their voice, tell their unique story and bring that “wow factor” when it comes to content. I work with companies in food + beverage, health + wellness, destination, retail and beyond. From website copy and blogs to social captions, press releases, feature articles and email campaigns, I love any project that lets me write like I’m talking directly to a friend. Along the way, I’ve had the chance to craft copy for names like Nothing Bundt Cakes, JCPenney, Drybar, Visit Napa Valley, Avocados From Mexico and many more.
Each month, I contribute a feature article or two to Frisco STYLE Magazine, which is always so fun. My latest piece dove into how Scottish Rite for Children (Frisco location) is helping prevent injuries in youth athletes. I also write two blogs a month for a cybersecurity company (and am in the middle of rewriting their entire website). On top of that, I just signed a new project that’s a little different from my usual client work: I’ll be managing the entire content process for Greater Ontario, California’s destination magazine. That means orchestrating and writing copy for up to 20 custom ad pages, from advertiser relationships all the way to final proofs. Super excited about everything in the works and grateful for the opportunities God has blessed me with. I love that I get to work with a different client, different industry and different writing medium each day.
I’ve also been asked to judge the 2025 Women in Content Marketing Awards, which is such an honor. I’ll be reviewing candidates and casting my votes soon. In the meantime, I’m always pitching my dream brands, whether over email, social media or in-person (recently, I popped into one of my favorite gift shops in Plano, met the owner, and we’re already chatting about a potential website refresh when she’s ready). You never know where you’ll find your next client.
And of course, there’s my own brand to run. A few months ago, I made my very first hire, a content creator who’s been absolutely fabulous at helping me with Copy That’s Instagram. I’ve received 16.6K profile views in the last 30 days alone and am having a ton of fun with filming content and creating Reels, something I avoided for a while but knew I had to do if I wanted to run a successful business in 2025. I just launched a business TikTok too, follow along @copythatcreative if you like behind-the-scenes peeks at freelance life and writing tips!
So it’s definitely a mix of client work, editorial projects, personal content creation and new opportunities that keep things interesting.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What was your earliest memory of feeling powerful?
My earliest memory of feeling powerful financially goes back to when I was a middle schooler (and into my high school years), when I nannied for a neighborhood family every summer. I worked almost every weekday, not because anyone told me to, but because I’ve always loved the idea of making my own money. I hated asking my parents for spending cash, so if I wanted a new camera or clothes, I figured out how to earn it myself.
Looking back, it was probably my first “business.” I set my own rates, created daily activity plans for the kids and even wrote little reports for the parents recapping what we did and accomplished. It taught me about responsibility, budgeting and the discipline of getting up early to work while my friends were still sleeping in. To this day, the mom of that family jokes that I practically raised her kids.
What felt so powerful was the independence it gave me, knowing I could make my own money, manage it and decide exactly how I wanted to use it. That freedom at such a young age really lit the spark for the entrepreneurial spirit I carry with me now.
When you were sad or scared as a child, what helped?
This Bible verse (1 Peter 5:7): “Cast all your anxiety on him because he cares for you.” It’s still one of my favorites today.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Where are smart people getting it totally wrong today?
In my opinion, smart people are still getting it wrong when they treat copy like an afterthought. They’ll pour money into branding, gorgeous logos, websites that look like art pieces… but then fill them with copy that reads like a robot wrote it. If your words don’t connect, convert or even sound like you, all that design is basically lipstick on a pig.
Another big miss is writing for everyone. When you try to sound appealing to “anyone,” your message resonates with, well, no one. Safe, bland copy doesn’t sell; it just takes up space. The brands that win are the ones willing to take a stand, sound human and say something worth remembering that cuts through the noise (even if it has to ruffle some feathers).
At the end of the day, design might catch the eye, but it’s the words that close the deal. Ignore copy, and you’re leaving money—and connection—on the table.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. Are you tap dancing to work? Have you been that level of excited at any point in your career? If so, please tell us about those days.
I love this question. I’ll never forget the moment I signed Nothing Bundt Cakes as a copywriting client within the first six months of launching my business. It was one of those pinch-me moments. They hired me to write all their marketing emails, social captions (for Instagram and Facebook) and website copy. With over 600 locations across the U.S. and Canada, plus being named the nation’s #1 specialty bakery brand, it felt huge for me.
That partnership was the first time I truly felt like, “Okay, Copy That is real. I’m doing this thing.” I was proud not just of closing the account, but of seeing the tangible results, like their Instagram followers growing by about 200% after I started writing for them. And then came this sparkly testimonial from their Brand Marketing team (thanks, Ami and Rebecca—y’all rock): “Monica’s standards seem to be just as high as ours, and we do have high standards! We appreciate her timeliness, flexibility and quality work. She has helped us be more nimble, create assets much more quickly and have the ability to support our growing Brand. We’ve seen positive results in both our email campaigns and social media engagement. Monica has maintained all copy deadlines while helping us with new ideas, both within our existing scope and outside of our normal assets, to further the Brand’s evolution and remain socially relevant.” Sweet words like these make all the hard work and fear of starting your own thing worth it.
To this day, I think back on that meeting as the moment I really started “tap dancing to work” because it proved to me that I could land a dream client, deliver results and build something special from the ground up.
Contact Info:
- Website: https://www.copythat.me
- Instagram: @copythat_creative
- Linkedin: https://linkedin.com/in/monicawallis
- Other: TikTok: @copythatcreative
Portfolio: copythat.me/portfolio
Client Testimonials: https://www.copythat.me/home/#jump
Image Credits
Monica Wallis
