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Masters need a different conversation


Last week, we talked about whether you work with beginners or masters. (If you missed it, you can read that here.) If you’ve been in business awhile, you’ve noticed that as you hone your skills and craft, the people who show up in your world tend to shift as well. The trouble is, there is often a big ole gap between the work you do with people, and how your marketing talks about it. Quick story here. My friend Dr. …

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Category Archives: "Ideas You Can Use"

How to Shut Up And Write Your Way to More Clients in 5 Steps (Even If You Aren’t Perfect Yet)

Perfectionism is the enemy. In my work with coaches, healers, and self-employed professionals, it’s the biggest, hairiest adversary of them all. The good news is, there is a way out. A way that neutralizes perfectionism, once and for all. A way that dramatically improves your marketing results. A way that helps people doing good work discover the best way of resonating and building rapport with their prospective clients. We call it Shut Up And Write. It’s a chunk of time …

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How to use journaling to be a better communicator for your business

“I’ve got so many ideas! Where do I put them all?!” This is one of the things coaches, healers, and self-employed professionals tell me all the time. They are idea people, after all. And many of them are luminaries and motivators as well. So today, let’s take a look at one of the best tools out there for organizing the whirlwind of ideas, slogans, thoughts, and feelings. Now, when you need to regularly send a newsletter, update your blog, write …

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Excerpt from The New Marketing: A Story of Hope in the Age of Insecurity

I just finished a new position paper, The New Marketing: A Story of Hope in the Age of Insecurity, which we’ll be sending to subscribers later this month. Below is a series of excerpts: Marketing tells the same old story Underneath most marketing is the same old story. It goes something like this: You (potential customer) have a problem. It hurts so much and has gotten so bad that you want relief. I (the business) have the magical solution. I …

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6 Ways to Put People First in Your Marketing

A lot of marketing treats prospective clients like garbage. From psychological techniques to fake authority before it actually accrues, to the widely-accepted advice to ‘touch their pain’ in order to connect, is it any wonder so many are left with a desire to hose themselves off? Thankfully, there is another way. It starts with rejecting the idea that we need to “suck it up” and treat prospective clients in a way we don’t like to grease the gears of a …

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To Hell With Marketing: 8 Things We Won’t Be Doing In 2017

This year, let’s stop “marketing our businesses.” Let’s quit making sales funnels and secret million dollar strategies and putting everything on autopilot. It’s all crap. Instead, let’s put our focus on experimenting until we find an original way of consistently reaching out to people who are interested in our help. Because the world needs our original ideas. And the best customers aren’t interested in us rehashing the same tried-and-true systems and formulas. So here’s what we WON’T be doing in …

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Why do people keep telling you to “touch their pain”?

One of the things you always hear about writing copy (copy = “words that sell”) is that you need to “touch their pain.” That is, you need to stir up whatever pain your potential clients are in, so that they FEEL it, and recognize that they are in the market for a solution. Typically, it’s the solution you offer. Now, when I am writing with a client and he says “I know I need to touch their pain,” I smile …

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How to Create More Success and Spaciousness in Your Marketing and Promotions

You sit in front of your computer. The page is blank in front of you. The cursor blinks at you, mockingly.   You decide to do the dishes. Fold laundry. Clean your office.   Two hours later, you realize you haven’t written anything. (But your kitchen counters are clean).   One of the biggest challenges business owners tell me they face when it comes to writing is this: the process.   Here’s what most of us think the process is: …

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Don’t Skip This Step for a Mailing List That’s Ridiculously Engaged

A lot of people are impressed by the size of someone’s email list. I’ll admit it: I can get seduced by this, too. Recently, when one of my Accountabilibuddies told me about someone with a list size of half a million people, my pulse sped up a bit. There is something about a big list that kicks our imaginations into overdrive! If only I could reach those 4,000 – or 40,000 or 4,000,000 — people with my message! My life …

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How to Come Up With a Year’s Worth of Content in 30 Minutes

After a client recently revealed that she enjoys a 45% open rate for her newsletter content (and she has a list of 25,000!), I decided it was high time to improve my open rates for my list, too. If you’re in the same boat (or maybe looking to start a content-rich newsletter and blog habit), I’ll walk you through my thought process for how to quickly generate a year’s worth of quality content ideas. For awhile, I’ve been kicking around …

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Why Your Problem Isn’t Your Copy (and What Actually Is)

“Stella, my copy isn’t working!” If I had a nickel for every time I heard a business owner say this. But here’s the thing: copy is important, but it’s not the only thing. Copy is like frosting. You can eat it straight out of the tub if you want. But it really wants to be put on a cake. Your marketing message is the cake in this analogy. There’s a recipe to follow, more or less. And then when you …

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