This woman is the most recognisable copywriter on YouTube.

She went from waiting tables to building a community of 300,000+ copywriters.

Meet Alex Cattoni.

Here’s her story:

It’s 2007.

Alex is a 23 y/o barmaid and business grad, living in her parents' basement in Alberta, Canada.

Eric, her twin brother, was heading to med school. It was a high bar that Alex felt the pressure to meet. But she felt directionless.

For years, she toyed with the idea of becoming a lawyer (it seemed on par with what Eric was doing), but something about the “corporate grind” put her off.

Then one night, while doomscrolling, she came across an internship for an unknown company called Mindvalley.

The prospect of working in Malaysia for 6 months sounded exciting. 

So Alex applied and got the job.

Within a few weeks her life was packed into two suitcases. 

Little did she know, the experience ahead would change her life forever.

Back then, Mindvalley (a now 9-figure company) was a scrappy little startup. 





Alex learned a tonne of new skills.

Travelled the world.

Got promoted 3X.

She helped Mindvalley 3X in size to become an 8-figure company.

In 3 years, Alex went from an intern to Creative Director.

She got to meet and learn from the likes of Brendan Burchard, Vishen Lakhiani, Marie Forleo, Jim Kwik, Lisa Nichols, Bob Proctor, and Joe Sugarman – to name a few.

She had it all.

But behind the scenes, Alex’s health took a nosedive.

Chronic fatigue, panic attacks, allergies, gut issues, the works. She was on the brink of a full-scale meltdown.

Upon returning home for Christmas in 2010, her parents noticed something was wrong.

“You're sick. We need to get you help!" 

With nothing left to give, Alex reluctantly quit Mindvalley in 2011.

Then returned to Canada to sleep on her friend’s air mattress.

Eventually, Alex found out she had celiac disease – a disease that didn’t have much press back in 2011. Gluten-free wasn’t a thing yet.

If only she’d known sooner, she could’ve perhaps kept her dream job. A thought that made her feel worse.

For weeks, she cried herself to sleep. Until one day, while pouring her heart out, a friend urged her to take a picture of herself.

“What? No, I don't want to take a photo of myself. I'm crying. This is terrible!"

“No, take a photo of yourself,” he said. “One day you’ll look back and think, ‘Damn girl, look at how far you've come.’”

Begrudgingly, Alex took the photo. It marked a huge turning point.

It helped her realise it was time to start over.

Next, she began freelancing as a marketing consultant.

After working with some incredible business minds, she had a lot to bring to the table.

But getting clients wasn’t easy. 

She’d never run a business before.

She felt embarrassed asking for help.

But Alex was determined.

She went to every marketing conference she could. Networked like a mad woman.

For months, she barely made enough to cover rent and bills.

Then, out of the blue, Alex met a couple at an event.

They were business owners looking for marketing and copywriting support.

What started as a $750 project became a $1,500/m client. 

Then a $4,500/m client. 

Then a $8,000/m client.

It wasn’t long before this one client was generating Alex 6-figures a year.

They liked her enough to take a bet on her, which saw Alex’s confidence and client base grow. In just 3 years, she went from making $40k a year to travelling the world while making $300k a year.

Things were going great.

Until 2017, when she got this nagging feeling.

Alex noticed a dangerous divide in the industry.

Manipulative marketers and scammy salespeople began taking over the online space.

Everywhere she looked, something shady was going on. She felt guilty by association, ashamed of being a marketer.

So she gave up.

Months later, Alex decided she needed to do something about it.

In January 2017, she posted her first YouTube video.

Then… she stopped. Imposter syndrome.

What if her ex-colleagues saw the videos? 

Her mentors? 

Who was she to teach copywriting?

Her mind came up with 101 reasons NOT to continue.

Two years went by before Alex published her second video.

She continued to post videos every week despite having no viewers – despite still feeling terrified of putting herself out there.

After 6 months, Alex hit 1000 subscribers. 

Her viewers began to engage and reach out. They shared their struggles and desires.

Alex used their feedback to put together her flagship copywriting academy, Copy Posse. 

This was back in 2020, and she hasn’t looked back since.

Over the last 4 years, Alex has:

• Amassed 630K+ followers across all platforms (including 59K+ on LinkedIn)

• Grown Copy Posse to 300,000+ people

• Spoken at dozens of global events

• Been featured in Forbes

And won numerous awards, including Digital Marketer’s ‘Marketer of the Year’ in 2022.

Alex believes that if you have something to say, “Say it loud and proud.”

And she’s on a mission to redefine what it means to be a copywriter and marketer in 2024 and beyond.