Episode Details

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Cassandra Le (she/they) is a first-generation Vietnamese-American, immigrant living in Spain. She’s also a brand strategist and copywriter. She believes business and marketing can be fun and can be used to help historically marginalized communities build generational wealth and rock the system (read: BURN IT DOWNNN!). For 10+ years, she’s been creating content across all mediums (written, graphics, audio, video, photo, etc.), and through her business, The Quirky Pineapple Studio, she’s worked with small businesses around the world in English and Spanish—helping them share their story, connect with their community, and drive sales with content marketing that is enjoyable and with less manipulation. When she’s not working, you can find her exploring her new home country, looking for bubble tea, or watching movie trailers on YouTube to movies that she’ll never watch in real life. 

Website | Instagram | LinkedIn | Podcast

Discussed this episode:

• Cassandra’s relationship with feminism

• How Cassandra’s personal background influenced her to create a culturally competent studio.

• What looks different when you bring cultural competence into marketing.

• Liberatory marketing vs. lifestyle marketing

• Real-life examples of predatory marketing (why they work and why they’re bad)

• Thinking outside the gender binary in copywriting

• A non-gendered, culturally competent approach to creating an Ideal Client Avatar

• Non-manipulative approaches to copywriting

• Website design for accessibility

• The conditioning that has those with marginalized identities “playing small”

• On letting go of external validation and owning thought leadership

• The ickiness of a “bro” approach to thought leadership

• Navigating discussion social justice as a business owner

• What it means to run an anti-capitalist marketing business

• Ethically hiring and paying a global team

• A sustainable approach to business growth and working with clients

• Thoughtfully considering neurodivergence and disabilities of clients

Resources mentioned:

• “How to incorporate feminist copywriting into your marketing”

• “Femvertising: How marketing can uphold the gender binary”

• “How to degender your site and implement inclusive copywriting”

• “Is all copywriting manipulative?”

• “3 tips for website copy accessibility”

• Sara Ob