In this episode of At Home in Waterloo Region, Cher Goetz sits down with Maddy Aucoin, a website copywriter, entrepreneur, and public speaker who helps business owners write copy rooted in trust, transparency, and empathy. A former higher education professional turned two-time business owner, Maddy shares her journey from crafting inclusive wooden toys to finding her stride in helping brands tell their stories through words that feel authentic. She offers invaluable insight into building brand messaging that resonates, challenges industry norms, and supports meaningful client relationships.

With a passion for helping entrepreneurs who don’t fit the mold, Maddy breaks down how "honest copy" can be both strategic and soulful. Whether you're a creative, a professional, or just someone who wants to market from a place of integrity, this conversation is packed with both heart and practical tools.

In this episode, you’ll hear:

• [02:00] From academia to toy making to finding her voice in brand messaging
• [06:00] Helping the “Cool Professionals” stand out. From supporting lawyers, accountants, and therapists who break the mold
• [10:20] What honest copy really means. Writing that’s empathetic, specific, and avoids sleazy tactics
• [13:00] How to avoid rent-shaming and instead lead with compassion
• [27:00] The biggest pet peeves in online marketing. Sharing why vague captions and “expert culture” fall short
• [47:00] How to make fun facts work for your brand – A live mini workshop on adding personality to your copy
• [51:00] Maddy’s favourite spots in the Waterloo Region and why local libraries deserve more love

Tune into this episode to learn how to write with clarity, lead with empathy, and stand out without shouting. Whether you're building a brand or just refining your message, Maddy offers inspiration and actionable wisdom every step of the way.

Subscribe, leave a review, and share with a fellow entrepreneur who needs to hear this!

Maddy’s Links:

Instagram: @bymaddyaucoin

Website: https://www.bymaddyaucoin.com/

Let's Connect:
Instagram: https://www.instagram.com/at.home.co
Website: www.athomecompany.ca
Email Community: https://athomeco.myflodesk.com/podcast
Contact: hello@athomecompany.ca

Thank you to our Sponsors:

• Amanda Walczyk, Mortgage Agent | Level 2 license at Dominion Lending Centres National Ltd, FSRA #12360
Instagram: https://www.instagram.com/saltboxmortgage_agent
Contact: Amanda@saltboxmortgages.com
519.497.9256

• Den1880
Website: https://www.den1880.co
Instagram: https://www.instagram.com/den1880.co

In this episode of At Home in Waterloo Region, host Cheryl Goetz welcomes brand designer and creative entrepreneur Amy Esplen for an inspiring and lighthearted conversation about building a design business rooted in creativity, clarity, and community. Amy shares her journey from creating quirky Facebook collages to studying design at George Brown and working at the acclaimed Him & Her studio, to launching her own freelance business tailored to support small businesses with strategic, standout branding. She opens up about motherhood, work-life balance, and why she’s obsessed with helping entrepreneurs feel proud of their visual identity—even on a tight budget.

Listeners will walk away with valuable insight into what goes into great design, why branding matters for small businesses, and how structure, strategy, and support can help creatives and parents alike thrive.

In this episode, you’ll hear:

• [02:15] Amy’s bold move to land a job at Him & Her—and how it kick started her design career.
• [06:50] What “design intensives” are, and how they offer premium branding on a small business budget.
• [13:35] Common branding mistakes businesses make—and how to avoid butchering your beautiful new logo.
• [16:00] Why freelancing offered Amy more balance as a parent than returning to a traditional 9–5.
• [20:00] How Amy and her partner juggle entrepreneurship together, with a little help from the village.
• [34:15] Trends Amy is loving: bold colours, handcrafted vibes, and “naughty” design choices.
• [38:50] Why she’s obsessed with Waterloo Region, and all the amazing local businesses she supports.

Tune in to hear Amy’s refreshing take on balancing creativity, business, and real life—all while helping others shine. If you’re a small biz owner looking to level up your brand or just need a little inspiration, this episode is for you.

Subscribe, leave a review, and share with a fellow entrepreneur who needs to hear this!

Amy's Links:

Instagram: @amy_esplen

Website: https://www.amyesplen.com/

Let's Connect:
Instagram: https://www.instagram.com/at.home.co
Website: www.athomecompany.ca
Email Community: https://athomeco.myflodesk.com/podcast
Contact: hello@athomecompany.ca

Thank you to our Sponsors:

• Amanda Walczyk, Mortgage Agent | Level 2 license at Dominion Lending Centres National Ltd, FSRA #12360
Instagram: https://www.instagram.com/saltboxmortgage_agent
Contact: Amanda@saltboxmortgages.com
519.497.9256

• Den1880
Website: https://www.den1880.co
Instagram: https://www.instagram.com/den1880.co

In this inspiring episode of At Home In Waterloo Region, host Cheryl Goetz chats with Sarah Laing, owner of MCAT Social—a full-service boutique social media marketing agency specializing in foundations, messaging, and authentic connections. Sarah opens up about her journey from a soul-draining corporate job to building a thriving business that not only aligns with her passions but also allows her the freedom and fulfillment she craved. Sarah's candid storytelling brings to life the power of community, the importance of trusting your instincts, and the courage it takes to pivot toward a life you love. If you've ever felt stuck in a job that no longer serves you, Sarah's journey will leave you feeling empowered to make your own leap.

In this episode, you’ll hear:

• [01:45] Sarah’s journey from corporate burnout to building MCAT Social from the ground up.
• [04:20] Practical advice for those dreaming of leaving their 9-5: listen for triggers, build strategic foundations, and plan your exit.
• [13:45] Entrepreneurship and motherhood: finding balance, outsourcing, and letting go of perfection.
• [21:30] How outsourcing transformed Sarah's business and why investing in support is crucial for growth.
• [32:15] MCAT Social’s unique approach to social media marketing—why connection and authentic messaging matter.
• [48:00] Community over competition: finding your people and building lasting business relationships.
• [59:50] Shoutouts to local businesses in Waterloo Region that inspire Sarah's journey.

Tune in to hear Sarah's powerful story of transformation and learn how you too can build a life and business that lights you up.

Subscribe, share, and leave a review to support more inspiring local stories!

Sarah’s Links

Instagram: @mcatsocial

Website: mcatsocial.com

Let's Connect:
Instagram: https://www.instagram.com/at.home.co
Website: www.athomecompany.ca
Email Community: https://athomeco.myflodesk.com/podcast
Contact: hello@athomecompany.ca

Thank you to our Sponsors:

• Amanda Walczyk, Mortgage Agent | Level 2 license at Dominion Lending Centres National Ltd, FSRA #12360
Instagram: https://www.instagram.com/saltboxmortgage_agent
Contact: Amanda@saltboxmortgages.com
519.497.9256

• Den1880
Website: https://www.den1880.co
Instagram: https://www.instagram.com/den1880.co