I see you, with your cool and innovative approach to the way you do your work. Refining and reinventing; connecting and caring; dreaming and doing the most.
You pour your passion into every aspect of your business, from the teeny tiny LinkedIn icon that lives at the bottom of your emails, to those artsy handmade gifts you snail-mail to new clients.
This work you do is an expression of YOU—and you’re damn good at it.
Writing about yourself and your work is HARD and unpleasant. (“It makes me want to gouge my eyes out,” says one of my clients.)
But it doesn’t have to be!
Think about all the wild things you’ve learned how to do since you started your business. Tech stacks and Canva presentations and Reels and just enough html to be dangerous…
Writing (and copywriting specifically) is no different. You can absolutely learn to write about your work in a way that feels natural, sounds like you, AND gets results.
like...
“Your emails are the only ones I want to read all the way through :)”
-Megan Naasz, CPA & Coach for Online Businesses
beautiful emails that get opened and clicked— that you’re *excited* to write & send
...that make your ideal clients feel seen, safe, and excited AF to work with you (and don’t feel like a broligarch’s infomercial)
-Dorothy Illson, Needle's Eye Media
Or long-form landing & sales pages
“GREAT pitch! And lord, I love someone who follows instructions! It's great to be connected to you.”
-Tara McMullin, What Works
Or podcast pitches that get responses like this:
You need to spend some time learning...
Pay in full: $1800 USD | 3 payments of $600 USD | 6 payments of $300 USD
*click here for my my "friends of Canada" discount, designed to take the sting out of the exchange rate 🇨🇦🇨🇦
You want to grow your social media presence >>
You need captions, scripts, and carousel text.
You want to appear on more podcasts or as a guest expert >>
You need a strong pitch that grabs attention but also feels natural and sounds like you—not some bizarro Troy McClure version of yourself
You’re rebranding; introducing a new offer; have an old-ass website from 2018>>
You need offer pages, a home page, a bio, a work with me page, a landing page for your offer, etc.
You want to start sending consistent emails to your list, AND you want them to read, enjoy, and act on those emails>>
You need newsletters, Substack articles, long-form blog posts, etc.
You have a group program >>
You need a sales page (like this one)
You’re launching >>
You need emails! And sales content! And a plan! And all of the above!
You have a difficult email to send >>
You need to learn the secret judo I teach ;) Works every time.
Extreme empathy is at the core of all good writing. Learning to dissolve your own agenda and sink into the headspace of your reader is a tough trick to master—but it CAN be learned.
And when you start practicing this on a regular basis, your writing will open up, expand, and breathe. THIS is what gives writing that “oooohhhhh, yeah” feeling—not some tricksy copywriting tactic.
Yes, you can develop some very sophisticated prompts that will get it to spit out something half-decent. And it’s helpful in getting you past that initial blank-page panic—but it shouldn’t be used as a replacement for human writing.
If you’re using AI to help you complete your writing—especially if you’re using AI—having clarity around who you are, what you stand for, and who you work with is extra important.
Because you’ll only get usable results if you know what to tell it in the first place. And if you want it to sound remotely like “you,” you have to be really grounded in what “you” are supposed to sound like.
Think of one of your favorite writers. I’ll wait…
I guarantee that whoever you’re thinking of has:
Not only does that result in some very mediocre writing, it manufactures distance and doubt between you and your own writing ability. And that insecurity is one reason why writing a sales page makes you want to run away and live in the forest.
The isolation is intentional.
When you show up in a community though, that distance starts to close. Seeing your own work reflected back at you through others is fucking transformative.
Pay in full: $1800 USD | 3 payments of $600 USD | 6 payments of $300 USD
*click here for my "friends of Canada" discount, designed to take the sting out of the exchange rate 🇨🇦🇨🇦
This program will teach you the craft of great (copy)writing.
You’ll learn how to identify and incorporate writing devices like suspense, detail, psychic distance, and more. You’ll learn the real meaning of “show, don’t tell,” and why this is terrible advice.
You’ll learn to harness the craft of different writing styles and how to apply them to your own content in a way that captures your reader’s attention and keeps their eyes on the page.
You’ll learn how to cut the fluff and reveal the David underneath all that chunky marble.
You’ll learn how to approach your own offers and messaging like a copywriter would—but not just any Joe Schmo copywriter—one who truly gets you and cares about your clients as much as you do.
Mini Remix ($750 value)
After the program closes in May, I’ll take what you’ve been working on and give it a professional glow-up. We’ll also have a 1-1 call to talk through anything you feel stuck on or want my help with.
De-formalizing your writing & cutting the fluff
Here is where you’ll start to hone your voice and get comfortable with a less formal, un-academified way of writing—like what I just did in this sentence. This will create a more connected, intimate, human, *real* experience for them.
We’ll also look at rhythm (my favorite!) and why the ideas you think are awful are usually the best ones.
Headlines, hooks, taglines, point of view
Most writers say a whole bunch of words before they get to the good stuff. But your reader doesn’t care about all that!
I’ll show you how to pan for gold in all that word dirt(?), so you can center & showcase your Big Idea in a way that makes them go “YES!YES!YES!” or “TELL ME MORE!”
Imgaintaion + Empahty
This is the secret behind writing that feels good AND sells—being able to “bodysnatch” your ideal client and dissolve into what it’s like to be them.
That’s how you form an immediate, emotive bond with your reader THE SECOND they land on the page. It’s how you establish trust and let them know—this is FOR THEM.
Spring cohort kicks off on Tuesday, March 25th. Calls are on Tues & Thurs.
Calls to action and getting people to do a thing
Every piece of copy has a job, and in our final module we’ll work on making sure YOUR writing is doing its part.
This is where you’ll learn the how and why behind writing that compels your reader to do the thing you want them to do—join your email list, hit the buy button, register for a workshop, etc.
Ratcheting up the suspense to keep your reader engaged
It doesn’t have to be all Hitchockian in here—suspense just means you don’t know what’s going to happen next, and it makes for a GREAT reading experience.
I’ll show you how to use cliffhangers, open questions, and storytelling structure to keep your reader clinging to every word.
Using specific details to speak universal truths
When copy is too vague or lofty, the reader has a hard time connecting with it, and they won’t take action if they don’t understand the offer. (This is a particular challenge for coaches.)
We’ll turn to song lyrics to illustrate how to be more specific and detailed in your copy without losing yourself on a tangent. Your job is to show them the results they’ll get by working with you (kinda like I’m doing to you, right now), so they can make a fully informed decision.
You don't have to go home but you can't stay here
On our final call, we’ll celebrate all the work we’ve done, discuss any lingering questions, and talk through what’s next for everyone. And don’t be sad! Every new beginning starts with some other beginning’s end. (SORRY)
Bonus module!
A pre-recorded workshop in which I show you how I use AI in my writing and editing work. I’ll walk you through the entire thread I used while working on this sales page, show you how to use AI as a thought partner, and teach you how get AI to be super nice to you (it helps).
*depending on the size of the cohort, this may be shorter.
At the beginning of the program we’ll establish a workshopping schedule, so you’ll have plenty of time to prepare. We’ll also make agreements ahead of time so everyone feels safe.
Each week, the group will show up having read and thought about that week’s pieces. We’ll take 20-30 minutes per writer, discussing what’s working about the piece and addressing any areas that could use a little zhuze.
Before our first official workshop, we’ll workshop one of my projects, so everyone can get a feel for what it’s going to be like. 🤗
As a copywriter, I've worked behind the scenes of 6- and 7-figure launches in the coaching, online marketing, and course creation spaces, so I have a lot of tricks (and hot goss) up my sleeve. In 2024 I left that all behind—burned down my whole business, lowered my rates, revamped the way I work with clients, and created Indie Copy Studio.
As an editor, I help emerging authors develop their manuscripts from "almost there" to actually, really, finally DONE, whether you're sending it out to potential agents or moving forward with self-publishing.
I created THE CRAFT to bridge the gap between these two worlds.
I believe the most important asset in your business is your audience’s trust, and I'm proud to be a part of a new online mini-economy rooted in honesty, kindness, community, and slowing the fuck down—while making (and paying) sustainable wages.
A workshop-style writing program designed to help you speak about your work with eloquence, power, passion, and clarity.
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