Because being real is something you can’t fake.

We live in a world saturated in advertising, sales emails, and strangers telling us to “click here buy now.” But in this digital wasteland of empty promises and snake oil hustlers lay your golden opportunity.

The way we see it, there are plenty of people in the marketplace who ignore “fast food” messages of cheap, easy, and convenient. They want truth. They want real. They want results. And they buy what they want, no matter the price. So how do you talk to them so  they become clients for life? And how do you change the conversation so you connect with them… right from the start?

That’s what we help you do around here. Nail your message. Spark a real conversation that’s so awesome, they can’t look away. Be someone who’s “disarmingly genuine” in your writing, talks, and videos.  Brand yourself so that you appeal to high-end clients.  Get your projects done — and out into the world — so you make money. With a style, voice, and point of view that’s all your own. (So it shimmers naturally, without you having to gussy it up with magic, manipulative, mind-controlling power words).

Welcome to the neighborhood. We’re glad to join your team of advisers, creatives, and colleagues getting you where you want to go.

Keep up the good work,



Why Everyone Should Add Real Feelings To Their Writing

People are hungry for real. There’s so much fake stuff out there.

People are hungry for real. There’s so much fake stuff out there.

People are hungry for real. There’s so much fake stuff out there.

As an adviser and writing mentor to business owners, I find myself talking less about “hey, here’s the formula for writing a headline” and more about feelings these days.

As in, I think it’s a good idea to name real feelings in your writing.

Now, before we go any further, let it be said: there’s a certain amount of Fake Emotion on the internet. Everyone’s excited about their new thing. Everyone’s thrilled by what they are about to tell you. Everyone’s confident that no matter what you’ve tried, … Read the rest >

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3 ways to get your website done even if it’s not perfect

With a few exceptions, every business needs a website.

But in 6 years of helping business owners get their websites written, I’ve noticed a phenomenon that is downright crippling to making money in business.

It’s not just a phenomenon – it’s an epidemic.

What is it?

Perfectionism, combined with an error in thinking. The perfectionism tells you, “it has to be perfect for it to work.”

And the thinking error is that you can’t “get out there” or ask people for business UNLESS your website is finished.

Man, I cannot tell you how crazy this idea makes me.

Because it … Read the rest >

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How to repel cheapskates online.

Don’t expect that a great website will do all the work for you. It takes hustle.

Don’t expect that a great website will do all the work for you. It takes hustle.

Don’t expect that a great website will do all the work for you. It takes hustle.

Tire kickers.
People who don’t make great clients.

There comes a time in every business where you realize that there are people who show up to consults or initial sessions… who are NON-ideal clients.

They have a dysfunctional relationship with money.

They wish you didn’t charge so much.

They trash talk people they have hired before. (It’s all someone else’s fault).

You have a little voice inside you, however faint, that says, “you know? I don’t think it would be that fun to … Read the rest >

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5 tips to create a money-making website

Is your website doing all it can for your business?

Is your website doing all it can for your business?

Man, are there a lot of terrible websites out there!

Worse, they aren’t making their owners any money.

In my work helping business owners nail their message and understand what sets them apart in the marketplace (hint: it’s who they really are), I can tell in one glance whether a website is making money for its owner.

Here are some tips to make sure your website is doing all it can do for your business:

  1. Be clear, not clever. The two biggest problems business owners have here are: 1) using insider language and the jargon of their industry (that the
Read the rest >
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What gets them in the door?

It’s not just people in the weight loss camp who are wrestling with this issue.

“I am embarrassed to be a weight loss coach.”
“I do way more with people than _______.”
“I don’t want to be just another weight loss coach.”

We had a great conversation about this yesterday in Write Club. Wendy said, “I help women over 40 with movement, food, stress, and sleep. I don’t want to be known just for weight loss.”

One of the women in the Writing Brigade is in the same boat. An athlete, trainer, and champion of women, Jen admits that … Read the rest >

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5 things I don’t want to see on your website

What impression does your website give?

Before I read someone’s website, I feel it. I look at the colors. I evaluate the amount of white space. I look at the sorts of words they use. Are they engaging? Human? Conversational?

Does it feel grounded, expansive, real? Do I feel excited by the possibility? Are they talking to people like me?

What many business owners don’t realize is how many people are doing this. Before they even get to your words… they are picking up on the emotional honesty and what the business stands for.

That said, here are 5 … Read the rest >

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5 ways the neighbors screw up their websites

It’s just like Leo Tolstoy said.

Happy families are all alike; every unhappy family is unhappy in its own way,” begins Anna Karenina.

And so it is with websites.

Strong websites — ones that drive business into your business – are all alike. But screwy websites – the ones that the neighbors spent hours and hours on, that no one reads and no one buys from – are amuck in their own ways.

But here are 5 of the most common ways the neighbors royally screw up their websites:

  1. Making it all about them. “Whoa, Stella, you are
Read the rest >
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10 books I highly recommend

As the year wraps up, many of us are in reflective moods.

So I decided to spend this month reporting back from the investigations of my inner landscape.

One thing I’ve done more of this year is read books.

I tell my writing students who are working on developing their copywriting skills: “read everything.” The shampoo bottle. Ads on the side of the city bus. Articles in magazines that aren’t meant for you. Everything.

This develops your faculty to notice what pulls you in… and what turns you off.

But, being human, I have a hunger for stories.

And for … Read the rest >

Posted in copywriting

Your newsletter must be different – and a great example

My client Jen had a powerful idea recently.

She’s a weight loss coach (even though she hates the term). And as soon as she got on the call, she said, “Stella, I’ve never met a woman with a weight problem.”


Then she said, “now how do I turn that into a newsletter article?”

And out of nowhere, Jay-Z’s song “99 Problems” jumped into my head. And the lyric: I got 99 problems, but a b*tch ain’t one.

(Yes, I agree. It’s not nice to call women Bs.)

But the point is, creativity works in mysterious ways.

I said, “so … Read the rest >

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Read this before you buy another program.

Can we talk about the elephant in the room?

Can we talk about the elephant in the room?

Can we talk about the elephant in the room?

Can we talk about the elephant in the room?

Everyone and their mother is launching a program right now.

Word on the street is that everyone’s email open rates are down, because there’s just a lot of competition for attention right now.

(We’re seeing this on the newsletter list, which has taken a dip. But some of our opt in buckets are still getting between 30% and 40% opens.)

So, in the spirit of Fall Launch Season – and our own launch of the Write Club — , I thought I’d … Read the rest >

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