Category Archives: Blog

John isn’t grumpy at all.

neighborhood street

There he goes again.

The man who picks up trash on his walks.

Sometimes he wears a rubber glove.

I was so curious. Why is he doing this? He must be pissed off, right? If I were picking up other people’s litter every day, I’d be annoyed af.  

Thankfully, our paths crossed, and I got the chance to find out.

A few years ago, John was out running in the evening, stepped on a beer bottle, and sprained his ankle. After that, he started picking up the trash. He still picks up two beer bottles, almost every day.

He looks forward to the day the bottles aren’t there. Until then, he can remove them (along with whatever else litters the street), to make the neighborhood nicer. After all, he’s out for a walk anyway, right?

I mean, sheesh. I was gobsmacked. Clearly a superhero, John’s approach toward world-betterment makes mine (smiling at strangers) seem a whole lot lazier.

But I know it all makes a difference.

I have always loved working with service providers because each one is fueling connection and improving lives in some way — whether it’s helping people embody wellness, become better leaders, or find careers they love.

It’s truly an honor to help my clients articulate and share their good work. If you need help sharing yours, I’d love to make your virtual zip code shine.


From turn harder to you did it.


Panic wells up inside me when I recall driving through the car wash at 17. Memories of a too-tight corner and a man yelling, “Turn harder!” replay in my mind, and my body tenses.

So when it was time for a new car, and the only color they had available in my model of choice was dark blue, I was concerned.

I knew it would look dirty all the time.

And I knew how I felt about the car wash.

Car acquired, I tried to embrace dusty-chic. I tried praying for rain. I even tried washing it myself with my four-year-old son. (Let’s just say he doesn’t have the attention to detail this job requires.)

But today, it wasn’t just dirty. It was covered in dead bugs from a road trip. (Gosh how I tried to will them away from my car … no, little bug!) The bug smooshes made me sad — a nonstop reminder that I was driving a midge-massacre-machine. Anyhoo…

It had to be done. I mustered all my courage, found the nearest car wash on my phone, and purchased a wash. It was paid for … now I had no choice. I drove there.

A nice human was waiting and checked me in. I told him I was nervous that I wouldn’t be able to get my wheels in the right place. He smiled and said, “You’ve got this! And there’s somebody there who will guide you.” Up ahead, another smiley human gently directed me into the apparatus. I did it! I got to sit back, put my car in neutral and enjoy my clean-making achievement.

On the other side, there were free vacuums and microfiber cloths. So I watched what the other people were doing and figured that out, too!

My car is actually a beautiful, sparkly midnight blue when it’s clean. I think she felt refreshed from all the muck. And you know what? I did, too.

The point?

Nice humans make everything better — from car washes to web copy. Whether you’re hand-washing, or using the latest technology, let’s enhance your shine together.



I heard a knock on the door.

picture of a flower pot with orange flowers

Pretty sure it was the increasingly-sketchy buyer from Facebook Marketplace (who I’d supplied with my address), I hesitated. Then I figured, if I’m getting abducted, I’d rather know now than worry about it indefinitely.

I opened the door.

A large work truck was parked in front of my house. Oh no!

Walking away from my door, the man turned around and said, “Hi! I just wanted to make sure you got the money. I left it behind the flower pot.”

Holding the newly-procured vest, he said jubilantly, “This is great!” and proceeded to try it on. It fit him perfectly. I told him how great it looked, and we had a really lovely, genuine, human exchange. I wasn’t just relieved, I was inspired.

The point?

This man’s written words did not reflect his joyful, warm personality. They made him sound gruff, confused, and like a sketchball.

Don’t do this on your website. Sound like YOU on your website.

While I doubt your current website is making people fear for their safety, wouldn’t it be nice to have words that accurately reflect you, so that your prospects will want to take the next step — and when they do, it will be seamless — like they were talking to (smart, passionate, authentic) you the whole time?

And so they have absolutely no fears about you kidnapping them?

Yup. I agree!

That’s why I do this.

…the writing, not the FB marketplace-ing. That’s just because 1) I love getting rid of things in continual pursuit of a clutter-free lifestyle, which as of right now still eludes me, 2) I enjoy giving things away or selling nice things for $5, because it makes people really happy to get a bargain, and I guess because 3) Every once in a while, it provides the kind of scary-movie-but-real-life endorphin rush that makes me grateful to be alive.


P.S. See the happy exchange I would have missed by not opening the door?

P.P.S. I’m usually a great judge of character, but I do tend to see the best in people. So just in case I read this whole thing wrong — and do go missing — check my Messenger log.


At the gym, love is not blind.

love at the gym

I go to the gym at midday. It’s filled with college kids and 20-somethings. Some are taking videos of their workouts for TikTok, but most are just doing their thing.

From the upper deck on the treadmill, I love seeing young love blossom. Inevitably a friendly singleton will approach another with a wistful wave or coy comment. I can tell when they like each other. And when they’re chatting, you can almost always see momentary glimmers of authenticity — even in the performative TikTok stars.

It’s THOSE moments that foster true connections.

The point?

Put yourself out there. Be authentically you.
At the gym. In your business. In the supermarket. Everywhere.

When it comes to your website’s words, I’ll help you turn the momentary glimmers into the whole damn thing.


P.S. If you watch any dating shows, you know that the duration of the relationship is often based on being authentic up front. If you pretend to be someone you’re not at the beginning, it always comes out, and ends in discord. Speaking of which, have you seen the Love Is Blind finale yet? I’ll be watching today at lunch.


Melinda’s giant bike.


I met Melinda years ago. She was riding a bike that was way too big for her petite frame, yelling, “Watch out! I’m going to hit you and I don’t want to!” I immediately knew I had to be this woman’s friend.

Why? Riding her giant bike, ringing her bike bell, and yelling at pedestrians to keep from mowing them over, Melinda was glowingly authentic. And for me, it was irresistible.

The point?

We aren’t for everybody. Our services aren’t for everybody — and that’s ideal! Who wants to work with “everybody” anyway?

We are for who we’re for. So the clearer we can be about who that is — and who we are — the better. It takes the guesswork out.

My take? When you’re authentic, you’re everything!

Want website copy or newsletters that transport you? I can help you build your most authentic word bike, from which you can yell at un-ideal clients to get out of your way.

Watch out!


P.S. Here’s another great thing about getting to know authentic people. They do really cool things. Turns out Melinda isn’t just yelling at strangers; her business — The Successful Learning Center — helps alternate learners have an engaging college experience.

And I need you more than want you.


And I need you more than want you.
…

And I want you for all time.

Some consider these lyrics from Wichita Lineman to be the best musical couplet ever written.

I love this because it shows the power of words. It’s like you get one interpretation after reading the first line, and then the second line changes it, and makes it mean so much more.

The point?

Words are powerful. They can make people feel something. And when we can make our audience feel, we can truly connect. (And I think genuine connection is the best thing ever.)

You’ve probably heard the Glen Campbell version of Wichita Lineman. But if you love Paul Rudd, or want to love him, watch him sing this song on Howard Stern. I want to be as committed to my clients as Paul Rudd was to that last note. 🙂

I’m not a master lyricist like Jimmy Webb, but I can keep trying. Fortunately my clients do most of the hard work, just by being themselves.

I’ll write. You sing.

Worth $29 + tip? Hell yes.

The owner of my favorite nail salon had one dog: Dunkin’ Donut. 

During Covid, she decided to add to the family and get another dog. So she put her name on a waiting list (or two, or three). 

Then, possible pups started becoming available, and when she saw their sweet faces, she couldn’t say no. 

Now she has six — YES, SIX DOGS. And every time I get a pedicure, they are there, scurrying about, being freaking aaadorable. 

So today I got an amazing pedicure from the warm and masterful Suzy — and I got to snuggle Latte for 10 minutes while I was drying my toenails. I’m not trying to make you jealous, but yes, my day included a pedicure and puppies. Does it get any better?

I’m a customer for life. I will never stop going here. Even if my toes fall off, I will still go. 

The point? 

Do one thing great — you’re already ahead of most. Do another thing great? Hot damn, you’re ahead of 99.9% of service providers in the world. Your clients will cherish their experience with you and pretty much never leave. 

Oh yeah. Here’s the best part … I KNOW you already do more than one thing great. Own it. Lean into it. Be proud of yourself for the laughs you bring, the comfort you bring, or whatever your added-value is. I mean, we can’t be puppies, but we can strive. 

If you need help bringing all of your value across in your web copy, I’m here. Well, unless I’m at the nail salon.

Would daily pedicures be excessive? 😉


P.S. Yes, of course I took a picture!
Here's me and Latte.

Where am I? And wow.

I went for a jog on my usual trail at the park — only this time — I did it in reverse. My senses were heightened and every step felt unique and magical. Everything I saw was somewhat familiar, but also upliftingly new at the same time.

The point?

Gaining a new vantage point isn’t just for jogs. It can be for businesses, too.
Let me give you a fresh perspective, like I recently did for Hamptons Embodied Wellness, Vicky Sweet Hypnotherapy and Heather Collins, Birth Doula & Educator.

Who knew backwards could be the way forward?

Noodle arms at the aquarium.

Do you know when kids start to be independent, and they immediately run amok around the aquarium full of people (and stairs, and sharks) even though they haven’t yet mastered running — and despite your best persuasive efforts and expert-gleaned parenting tips, they won’t come with you — so you try to pick them up, but they don’t want you to, so they do noodle arms to avoid your grasp, go completely limp, and melt onto the floor, making your body have to work extra hard to pick up their 30lb-toddler-bods, again and again?

They said a trip to the aquarium would be fun. 🙃

The point?

Good web copy does the lifting for you.

I’ll make your trip to the Word Aquarium easy-peasy,

Lenny suggests Eggplant Parm.

Me? I would eat oatmeal every night for dinner.

But these kids? Well, I guess I shouldn’t make them quesadillas every night.

Hunting for inspiration, I collided with a man at the end of the supermarket aisle.

He said, “Go ahead.”

I said, “No, no, no, you go ahead.”

Then I blurted, “I’m deciding whether or not to get some eggplant.”

This began the nicest conversation with Lenny, who told me that I should make Eggplant Parmesan, pointed out some organic tomato sauce that was 50% off, and then told me all about how he makes meatballs. It was adorable. Lenny came alive when he was talking and it brightened my day, too.

The point?

Say the thing. Say the weird thing. Say the vulnerable thing. Start the conversation.

You might get a recipe.

You might make a stranger’s day — or your own.

P.S. If you want to turn your web copy confusion into Word Parmesan, let’s talk.