Dear Reader, Here we are in November. The clocks have turned back, and we’re officially in what I call Mole Season—when it feels like we’re perpetually in the dark—and also Thanksgiving, when we can eat all of our feelings and call it tradition. This time of year often shifts how things feel. Projects that seemed straightforward a few weeks ago start to feel a little less clear. Decisions take longer. Conversations get fuzzier around the edges. It’s easy to chalk it up to the season, and...

Dear Reader, When Charlotte Nicely came to me, she knew her website wasn’t speaking clearly to her clients. Too much marketing-speak was getting between her expertise and the people who could use it. She knew something needed to change. She wasn’t sure how to fix it. Her business had evolved, with offers for different marketing problems: the solopreneur who unexpectedly acquired a marketing job, the established business doing plenty of marketing without knowing whether it’s working. She also...

Dear Reader, One of the occupational hazards of being a copywriter is that people sometimes think they need to know exactly what kind of copywriting they need before they call me. Which is a little like knowing what’s wrong with your car before you take it to the mechanic. If you already knew that, you’d be halfway to fixing it yourself. Most people come to me knowing something much simpler: this isn’t working the way I want it to. Maybe it’s a homepage that no longer reflects the business, a...