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Why Touching Your Customer’s Pain Is A Terrible Idea (And Where to Connect with them Instead)


Most experts will tell you to ‘touch the pain’ of your core customer in your marketing. But my take is that pain is a terrible place to connect with clients. Instead, I teach my students to look for the challenge, desire, or ripeness in their customers’ lives. If you are a parenting coach who speaks to parents’ pain, you might write something like this: Are you struggling to get your teen to listen to you? The trouble here is that …

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Tag Archives: "effective marketing"

Ripeness vs. urgency in the #NewMarketing

As we progress on the path towards creating clients without poking at people’s fear of missing out, shame, guilt or ‘not enoughness’… Questions arise. Like this one: If using ‘pain point marketing’ rubs you the wrong way, here’s how to think of it instead: In the old marketing, urgency is used as a psychological trigger to motivate people to act. On its own, that isn’t predatory or problematic. We DO need to understand why our core customers choose a particular …

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How to Gracefully Start Sending Your Newsletter Again

When you run your own business, sending content regularly to your prospective customers can be a great way to build that relationship. But what happens when you stop mailing regularly and want to get back in the habit again? Read on to find out. 1.     Let yourself off the hook Many of the coaches, healers, … Read More >

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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The 2 biggest myths about people buying from emails

I’m seeing too many business owners who want all the BENEFITS of having a mailing list that buys from them repeatedly… … but when it comes to the work, the contribution, the sheer grit it takes to nurture relationships to the point where people will buy from a mere email… … they aren’t interested, willing, … Read More >

CASE STUDY: Don’t Skip This Ingredient For a Great Email Campaign

One of the biggest hang-ups business owners tell me they have around writing copy is that it doesn’t SOUND like them. They are themselves on the phone with clients (or in person). Warm, genuine. A guide. An authority. “But Stella, when I sit down to write – ARGH! – it’s like there’s a stranger typing … Read More >