My Story
Leave a familiar place: your comfort zone.
Many moons as a copywriter and creator have taught me a treasure trove of techniques. All of which have heightened my work. You can learn them, too. Even better, I’ll save you seasons of struggle. Here’s my story.
After decades working as a creator, I was stuck. As in superglue-on-my-feet stuck. My creativity and copywriting were flat, and I was burned out. All those projects, writing copy and dispensing enough marketing speak to make your eyeballs glaze over, led me to the brink. (NOTE: the Chinese symbol for crisis has two elements: one is danger, the other, opportunity.) That was five years ago. About this time I had also completed phase one of my grandest mission: raising a compassionate, thinking son. Thank you, creative fees. Want to make things happen? Give up the familiar for the possible.
Find your truer, authentic voice.
Yet there was something missing. I was yearning for a truer, authentic voice. A way to create with a soulful, human approach. I asked myself that burning question. What lights me up with inspiration? The answer was clear (and blue): living by the ocean. (Blue Mind; wallacejnichols.com.) Not a convenient solution for a desert dweller. Leaving your comfort zone never is. Yet, finding your voice is everything.
Seek what brings you alive.
I relocated to the coast, next to my beloved ocean. I practiced essentialism and simplified, downsizing from a three-bedroom to a one-bedroom abode near the beach. Moreover, I minimized the shiny objects that kept me distracted. (Nobody gives a flying flip how many women Warren Beatty dated before Annette Bening. Clearing throat.)
Rather than doomscroll or dive into social media, I began reading more than ever. I walked. I spent time in nature. I got still. I listened. I journaled. I sought like-minded people. I realized why I was stuck: I was filling my brain with uninspiring nonsense. Death to a creator. But now, I was by the ocean that brings me alive. Inspiration was calling.
Augment your creative process.
I’m not saying you must relocate to electrify your creative process. But I am suggesting this: do whatever it takes to make the practice of creating your focal point. Once I made these fundamental life changes, everything took off.
I help people help people.
As a copywriter, I had to do more than change zip codes to find a more authentic voice. I asked How can I put my values into action? My epiphany: I’m here to use my words not only to sell things but also to inspire; to use my skills to help people do good in the world.
More than ever, I love the creative process and the art of storytelling. I’ve become profoundly passionate about the people whose stories I write. Because what makes us human is what connects us most of all. Many are making magic. Others move humanity forward. All are guided by vision and imagination.
Embrace your process.
To put a finer point on it, from creators to nonprofits and foundations, I shifted my attention to lifting up people and organizations that exist for the greater good. It was, to use Steven Johnson’s words, the Adjacent Possible. I supercharged my creativity with a newfound and heartfelt sensibility. My business grew. Coincidence? No chance. Which brings me to the process. And you.
Writing copy is storytelling, an art you can learn.
Stay inspired. Keep believing.
If you need a copywriter, I am accepting only a few clients in specific areas. If you need inspiration, keep checking back as we develop more content.
Feeling stuck?
I have a couple of great resources if you decide to work with a coach. They specialize in personal development and creativity.
The Process
Live your creative process. Every day.
Even though I’ve been self-employed as a creator – copywriter, artist, and storyteller – for years, it wasn’t until I developed my transformational approach that everything flourished. I went from competent creating to soul-inspired contribution. When you practice your craft every day, the notes, the words, the ingredients, and the colors come more easily. Live your process every day, and keep track of your progress. You’ll get better. You’ll see.
Remember, you’re talking to humans.
If you want to be a good storyteller or creator, or work with one, content shines when you write like you’re talking to people. People who feel lonely, start businesses, end relationships, take risks, avoid them, parent kids, play small, get angry, grieve loss, loathe their bosses and, reliably, are too hard on themselves. Relatable, right? Because they’re human. Like me and you.
Be real, ditch the clever.
If you’re a copywriter (or hiring one), don’t assume cleverly written copy replaces honest writing. It doesn’t. Or that cheeky wordplay convinces people to buy. It rarely does friends. Be transparent about your art, your baked goods, your videos, your handcrafted kombucha. Share your process. Be earnest about what you stand for and convey the promised experience. Ditch the clever. Be real.
Write lines ‘til the cows come home.
As always, I’ll share techniques I’ve implemented during a three-decade copywriting career: using prepositions and “prep” phrases (often the workhorse of great headlines), alliterations, active verbs, rhythm and cadence (read your writing out loud), calls to action, on it goes. If you’re writing headlines or taglines, write 30 or 40 versions. You can work in a coffee shop, listen to music, change your environment. But write them. A few will create sparks. Use those. Write lines ‘til the cows come home (from wherever they were before).
Have an appetizer before dinner.
“Pay off” your headline with the final copy line, which reinforces your main point. I have other tricks up my sleeve (too clever?). I write words and phrases on small pieces of paper; like a warm-up before you play a sport. I keep paper and pens everywhere, including my nightstand. It helps capture those elusive ideas. Handwriting before you fire up your laptop is pure magic. It’s also a form of drawing. Handwriting primes you for what’s next. Like eating an appetizer before dinner. Without the calories.
Copywriting. Creating. Reinvention.
If you write, be a lover of words and language. This might seem obvious but sometimes we miss the low-hanging fruit. Whatever you create, read. Seriously, read. A lot. You can’t be a good writer unless you do. Books, Kindles, Audible. Whatever your favorite method, dedicate yourself to learning and self-actualization. Which helps you realize the power of reinvention. Whether you’re getting started, changing careers, or ready to create from a more powerful place, reinvention comes with the territory.
Share your work. Earn people’s trust.
I believe creativity and integrity work hand in hand. Make your work resonant, impactful, and born of truth. Whatever you create, when people trust you, you tap into a tsunami of possibility. Honestly communicate the essence of a brand or individual, how you or they improve people’s lives. And convey value. Then, prospects and clients will tear down the door to buy what you’re selling. Share your work. Get the word out. Develop trusted relationships. Can copy help do that? I’ve built my career on it.
Ready to advance your cause or your brand, and get your message out? Let’s get started.
Ready to augment your brand, advance your cause or get your message out? Let’s get started. Greatness is waiting.