Podcast

July 10th, 2025

The Apple Cart: S3, E4: How to be Creative and Have More Fun in Business

In this episode of the Apple Cart, I’m joined by Evelyn Irwin to talk about being creative and having fun in business.

Evelyn is a content and copy writer and runs Lucky Lark, where she specialises in working with wellness businesses.

Listen to the Interview 

Being Creative as a Copywriter

Evelyn’s route to copywriting was different from all the others I’ve met! A singer and pianist, she was producing her own music and decided to study songwriting. “I decided that the lyrics had to be part of the other stuff I was doing.

“I had a full-time job, but whenever something occurred to me, I’d jot it down. Sometimes it was a lyric, or it was something interesting that I wanted to research and then write about. Then I realised if I found it interesting, other people would too.

“And from there I saw that I could write for other people so that their words could be read. I think people underestimate how important lyrics are to a melody. The tune is the hook, but the lyrics are how you relate to a song, and I saw how powerful that was. You have a lot more room to express yourself, too.” 

Why Evelyn Niched into Wellbeing

Evelyn has worked with a range of wellbeing-based businesses and coaches, explaining: “It seems to come naturally to me and that’s the work that I have the most flair with. I truly believe that wellness needs to be talked about more often.

“I write content for my own business around wellbeing, based on things I’ve learned in therapy and coaching. Those techniques should be more accessible for those who can’t afford therapy, and should be shared.

“You don’t want to wait until there’s no choice but to go to therapy. It’s expensive and takes you away from your normal life, so you need to help yourself. If you don’t make time for your wellness, you’ll be forced to make time for your illness. So make small changes to your routine before that happens.”

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The Benefits of Business Networking

Evelyn and I know each other as we’re both members of The Creative Collective, a networking group for creative business owners. Along with fortnightly meetings, there’s a WhatsApp group chat that really helps to create a sense of community.

Evelyn agrees: “The community aspect is what I’ve got the most out of. You feel like you’re in an office, but with people of your own choosing rather than people you happen to work with who you don’t really relate to.

“I think the community side of networking is underrated, although you do have to utilise it to get the most from it. For me, TCC is small enough to allow me to practice networking. And I blend in, rather than standing out because I’m different to the others.” 

How to be More Creative

Evelyn explains that when she struggles to be creative, “It’s usually because I’m tired in general from doing some of the mundane, routine things. So what I recommend is travel to new places or somewhere that you’ve not been for a while.

“That allows you to literally change your perspective, both physically and mentally. And it will almost certainly reignite some old ideas that you didn’t think were worth exploring, or sparks new ideas.

“But I also recommend routine exercise, because it will energise you and help you to be creative. And allocate time to let your mind roam free, because it’s better to do nothing than be busy doing nothing.”

Timestamps

  • 00:41– 01:37: About the Lucky Lark brand
  • 01:38 – 03:22: How Evelyn started her business
  • 03:56 – 05:32: What it’s like having a business mentor
  • 06:00 – 07:15: Advice on how to start a creative business
  • 07:40 – 09:10: How Evelyn got into copywriting
  • 09:24 – 11:26: Why Evelyn niched into wellbeing
  • 13:59-15:05: How to juggle two jobs
  • 15:46 – 16:43: The Benefits of Business Networking
  • 18:10 – 20:15: The kinds of projects Evelyn enjoys
  • 22:17 – 23:16: How to be more creative

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