Posse Profile
| Name: Mel Kale | Fave fictional character: Michael Scott |
| Location: Nomad, from the UK originally | Last Book: Empire of AI by Karen Hao |
| Language(s): English | Favorite Word: Trolleyed |
| Top 3 Core Values: Mastery, Creativity, Critical Thinking | LEAST Favorite Word: Girlboss |
| Sun Sign: Virgo |
Meet Mel Kale
What did you do before you were a copywriter?
After university, I landed internships at some of London’s leading advertising agencies, including Bartle Bogle Hegarty and Fallon, where I got a front-row seat to how multi-million-dollar campaigns come together. From there, I moved into documentary and TV production, where I worked as a researcher and story producer on projects for the likes of Smithsonian, the BBC, and National Geographic — everything from drug smuggling to climate change to celebrity ancestry shows.
How did you get into copywriting?
I first became aware of copywriting during my ad agency days, but it wasn’t until years later, when I discovered Alex, that it clicked that I could build my own business around this skill. It felt like the perfect overlap of my skills, interests, and experiences up until that point.
What’s your favorite type of copy to write and why?
I love a challenge. Clients come to me when the stakes are high, and they need someone with a proven track record to make sure the messaging lands — whether that’s a launch, a rebrand, or a funnel that’s not converting the way it should. Day-to-day, that looks like a mix of funnel audits, messaging strategy, coaching, and a lot of copywriting across launches and evergreen funnels.
What niches do you have experience in?
I work with established online educators and their teams — thought leaders, creators, and experts who have traction and want to scale their impact and revenue. I’ve worked across a variety of niches from finance to fitness, dating, business, health, photography, and more. What unites my clients is deep expertise, a desire to solve real-world problems, and a commitment to treating their messaging as the core growth lever it is (instead of something they hand off to AI and hope for the best).
What would you say is your Reignmaker Magic (aka your stand-out superpowers)?
Figuring out why something may not be converting. Most of the time, when someone thinks they have a copy problem, the root cause sits two to three levels deeper: their core messaging, their offer, or their positioning. I help my clients identify where the real leverage point is and fix it. This was sharpened during my time as Head of Copy & Messaging at School of Bots, where I was responsible for up to thirteen client voices at a time, switching between them daily, going through dozens of funnels and offers every week and figuring out how to improve them. It forced me to master pattern recognition, as well as how to make each client’s message unmistakably theirs.
What myth or misconception about copywriting frustrates you the most?
That it’s just about being good with words. Copy is the tip of the iceberg: when your messaging foundation, audience, and offer are locked down, the copy becomes 10x easier to get right. The other one is that AI has replaced the need for copywriters and marketers. If anything, great copy is about to be in dangerously short supply amidst a slew of AI slop. AI is a brilliant tool, and I use it myself daily, but it can’t replace critical thinking, originality, and the real-world experience that high-stakes marketing decisions require. We’re entering a new era of online education — one where sharp judgment, discernment, and strategic thought partnership matter more than ever.
What is your dream client/project?
Someone who understands that messaging isn’t an afterthought — it’s the connective tissue between their work and their audience, and without it, trust weakens and growth stalls. They’re mission-driven (without taking themselves too seriously), open to having their assumptions challenged, and self-led and decisive. Often, they’re both the talent and the decision-maker, and they feel the weight of that, so they want a genuine collaborator who can partner with them and their team to get real results. In terms of dream projects, I love all things email, a meaty sales page, and a good funnel audit.
What is a copywriting career moment you’re most proud of?
During my time as Head of Copy & Messaging at School of Bots, I built out the copy frameworks and wrote the campaigns behind $80 million in client revenue generated for top 1% brands like Jenna Kutcher, Amy Porterfield, Tori Dunlap, Bossbabe, Chris Do, Jay Shetty, Dan Go, Prince EA, Kate Northrup, Stacy Tuschl, and more. In my own business, I’ve been a long-time go-to collaborator for leading educators like Matthew Hussey, Jim Kwik, and Alex Cattoni — through copy, messaging strategy, coaching, or a mix of the three (depending on the client). A particular highlight has been coaching in Alex’s Launchpad programme three years running, helping coach and mentor hundreds of copywriters and business owners all over the world.
What’s the best compliment you’ve received as a copywriter?
“I had the pleasure of working with Mel for nearly three years on my team as our Chief Copywriter. She’s been able to add immense value to our company, to our clients, and to leadership while overseeing other copywriters on our team. We’ve generated over $80 million in sales for leading brands in the online business and consumer space — including Her First 100K, one of the top financial influencers in the world, where we generated 8.5x ROI and over $1.3 million in sales, and Jenna Kutcher, where we generated a 5x ROI and over $2 million in sales — and Mel played a pivotal role in helping create the strategies and copy that created those types of results. Her copy skills, as well as people skills and communication skills, are grade A top level. I’m so proud of, as well as just in so much admiration of, the way that she communicates as a person and the way that she leads. In whatever capacity you’re considering working with Mel, I highly recommend working with her because she knows exactly what she’s doing, and she’s so smart and brilliant, and anyone who has the opportunity to work with her would be lucky to.” — Natasha Willis, CEO, School of Bots
Finish this sentence: When I’m not writing, you’ll find me…
Living the nomad dream somewhere along the Mediterranean coast with my partner, Josh, and sampling every tiramisu within a 5-mile radius.
