At Home In Waterloo Region with Cheryl Goetz

Welcome to At Home In Waterloo Region, the podcast that shines a spotlight on the heart and soul of this incredible community — the people! Hosted by Cheryl Goetz, this show features inspiring locals and passionate business owners, sharing their stories, motivations and challenges. Whether you're a long-time resident, new to the area, or somewhere in between, join in and explore what makes Waterloo Region such a special place to live, work and grow.

Each episode dives into the journeys behind local businesses, from the moments of inspiration to the hurdles they've faced, and the joys of running a business in this vibrant region. Hear firsthand what makes these businesses unique, what they’re excited for in the future, and what keeps them grounded in the community.

Tune in for inspiring stories, practical insights, and a few laughs along the way — all from the people who make Waterloo Region a fantastic place to call home.

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At Home In Waterloo Region with Cheryl Goetz

Maddy Aucoin | Copywriter

June 12, 2025 • Cher Goetz • Episode 9

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

People on this episode

Cheryl Goetz

Host