Olivia Mae Hanlon’s biggest wins have come from making small, seemingly unsexy decisions that compound into big business impact.

Olivia is the Founder and CEO of Girls in Marketing, a female-led organisation providing accessible learning resources for marketers. She takes us through the one line that doubled engagement, the plain-text email people actually replied to, and the headline that changed her business. Because for Olivia, it’s those small, consistent details that make sure every asset, every post and every process earns its keep.

Don’t stop at one hook. Structure your content to keep earning attention

A strong opening line is not enough. People's attention drifts unless every frame earns their interest.

In this tutorial, Olivia shows how to structure your carousel with multiple micro-hooks to encourage the next swipe, and a clear call to action.

Begin from scratch, start with your own content, or choose from hundreds of ready-made carousel templates to get started. Once you’ve selected your starting point, personalise the layout so it reflects your unique visual style.

Without compelling reasons to swipe, audiences can lose interest. In this example, there are no hooks to keep people swiping for more.

So add hooks throughout your story - not just the first slide.

Example structure:

• Slide 1 - Primary Hook: A single, specific promise

Each slide should make the viewer think: “I’ll just swipe one more…”

The final slide should tell people exactly what to do next — comment, save, share, click.

Your website headline is the one line that makes everything else work. It defines who you’re talking to and why they should care.  One sentence on Olivia’s Girls in Marketing homepage changed her whole business, so it’s important to get it right.

In this tutorial, Olivia shows you exactly how she did it using Adobe Express to quickly prototype different headline and visual combinations, so you can find the version that earns attention and drives results.

In Adobe Express, you can browse templates by selecting Templates from the left-hand panel on the homepage. There’s a wide range to choose from, then open your chosen design to customise.

From the left panel of the Editor you can find Brands, where you can bring everything in line with your brand’s identity by adding your logo, fonts, and colours, so your website seamlessly flows.

Use your template to design different variations of your homepage banner.

You can use the Rewrite to instantly create new headline options or alternative phrasing. Explore new angles for your core message - punchier, clearer, more curiosity-driven.

Small copy differences can unlock huge performance changes.

Post your versions on LinkedIn or Instagram - see which gets the strongest response and the most interaction. You can measure by engagement, comments, or click-throughs.

Once you identify the clear winner, update your website with that headline and visual combination.

You don’t need to overcomplicate your emails to stand out. Plain-text emails can perform brilliantly when they are clear and consistent.

In this tutorial, Olivia shows you how to use Adobe Express to design a simple, reusable sender lock-up - so every message looks personal, trustworthy, and unmistakably yours.

From the Adobe Express home, search for “email signature”.

You’ll see a selection of pre-designed templates - there’s plenty to choose from! Browse until you find one that matches the visual tone of your brand and select Customise template.

Upload your headshot and add your name, role and essential contact details.

Top tip: Remove anything distracting, keep it simple and recognisable.

Keep things consistent by ensuring your brand’s fonts and colours are reflected.

Once you’re happy with the design, export it as a PNG with a transparent background if needed.

Insert this into your emails or newsletters.

These small, recognisable cues make your messages stand out - even inside a busy inbox.