The Room Where It Happens (Strategic Edition)

Because who’s in the room shapes what happens next.

Before you start mapping goals or crafting lofty vision statements, start with this deceptively simple question:
Who’s in the room?

The number of people in the room matters.
But the mix of people matters more.

Invite those who can think strategically and act decisively.
And make sure the plan that comes out of the room actually belongs to the people who can bring it to life.

For Core Strategic Planning

If you’re doing the roll-up-your-sleeves kind of work—the decisions that set direction and priorities—you want 8 to 15 people.

Small enough for real dialogue.
Big enough for diversity of thought.

Your core team should include:

• The CEO or department lead—the keeper of the vision.
  

• The people who can actually make things happen in their areas.

I once sat in a “strategic” session that included every director and their deputies. With that many voices, it stopped being strategy and turned into status updates. The conversation got stuck in the weeds before it ever reached the mountain.

The insights and concerns of those doing the work are essential—but they can be gathered as research ahead of time and reviewed before the session begins.

For Larger Input Sessions

When you’re gathering ideas from across departments—think brainstorming, listening sessions, or early-stage planning—20 to 40 people works well.

This is where de-siloing starts.
At one strategy session, they brought together all the department heads for the first time in years. One by one, big initiatives hit the table—and one by one, many were stopped.

No one had paused in years to ask the simplest questions:
Why do we do it this way?
Why did that process start?
Why are we still doing this?

When people finally see the bigger picture, they gain permission to rethink what’s working—and what’s not.
These sessions spark the kind of honest conversations that lead to real decisions about what to stop, start, and keep doing.

With visual tools, breakout groups, and strong facilitation, those insights don’t just stay as talk—they turn into traction.

For Company-Wide Alignment

If you’re hosting a big all-hands or alignment session—50 to 200+—the focus shifts from decision-making to energy and engagement.

This is where visual facilitation becomes essential.
When conversations are visualized in real time, everyone can see how their work connects to the larger story—and feel part of the movement.

And Don’t Forget the Support Roles

A facilitator to keep the discussion balanced.
A timekeeper to hold the line.
And (my favorite) a graphic facilitator to draw the ideas out—literally—so everyone can see where the conversation is going.
(We’ll dive deeper into these roles in another post.)

Because when you get the right people around the table, that’s when strategy stops being a meeting… and starts being a movement.

💡 This post is Part 1 of The Strategic Spark Sessions — your field guide to hosting strategic planning sessions that light a fire under your team to ignite action.
Follow along to catch the next post in the series.

San Diego’s Most Explosive Billboard (Literally)

If you live in San Diego, you’ve seen them—the Antonyan Miranda billboards. As a San Diego copywriter, I am always excited to see a new one! Since 2019, they’ve been everywhere, quietly (and not so quietly) branding divorce with freeway dominance.

And now? They’ve gone full icon. The latest billboard doesn’t even need words, just a logo. When your brand can go word-free, you’ve hit a whole new level of recognition.

When you’re driving by at 70 miles an hour, you’ll notice a hand hovering over a nuclear launch button. On closer look, the wedding ring has been moved from the fourth finger to the middle one. A faint tan line gives away the backstory: this finger used to mean something else. (I didn’t catch this detail until I was a passenger and not driving.) It’s a perfect metaphor—sharp, visual, and just a little explosive.

According to a San Diego Reader interview, Antonyan Miranda runs as many as 20 billboards at once—roughly 3% of all billboards in the county. This is how you gain recognition using old-school media!

Tuesday: Write Your About Page Workshop with Adobe/CreativeMornings

Tuesday, May 6, 6:00 pm PST

I’m ridiculously excited to be teaching as part of the Level Up series from Adobe and CreativeMornings, a series of online workshops and resources designed to help you grow, gain confidence, and take meaningful next steps in your creative career.

REGISTER HERE!

My workshop:
“Write a Stellar ‘About’ Section to Land a Creative Job.”
It’s Tuesday, May 6 at 6 PM—and if your About section is more “help me” than “hire me,” we’re about to fix that. No cost.

This is a super actionable workshop where you’ll take action, not listen to branding theory.

You’ll walk away with an actual outline of your creative profile (not just a pep talk). Because yes, writing about yourself is hard—but not on my watch.

The workshop features a ton of real life examples, many from our worldwide Creative Mornings community.

Let’s make your About page your secret weapon. Not your secret shame. 💥

REGISTER HERE!
There is no cost but you do need to register. A replay will be available for four days.

What past attendees said:

• Very informative, so much information. Good examples shared so I have a feeling what I would like to do with mine.

• So many examples of great about pages + the format/formula to create an amazing about page.

• I LOVED how the information was presented. The examples were really inspiring and I can't wait to update my about page!

• I loved all the ideas and examples, and the message that we can present it in whatever way best showcases us individually and our businesses and our values!

• I loved feeling the host's contagious energy and learning her expansive scope of tips for creating an exciting, relatable, and memorable page. The session exceeded my expectations.

• So many examples of great about pages + the format/formula to create an amazing about page.

• This was the best workshop on about pages I’ve ever joined for. Thank you for all the lovely, creative examples and for framing things really well so we can proceed with clarity! And loved your Q+A answers!

• I LOVED how the information was presented. The examples were really inspiring and I can't wait to update my about page!

• I really appreciate that you shared the handout and the workbook/guide, very useful resources, and goes to show on how you foster knowledge sharing with cultural traits and values based on helping others, reciprocation, enjoyment of the process and positive sense of self-efficacy; thank you very much! I really liked the concept of interpreting the elements of the about page as building blocks as it makes your guidance quite versatile to produce all sorts of types of about pages! Thanks a million!

• Anne McColl was FABULOUS ... Lots of good, fun, authentic advice and expertise.  She has great energy and is obviously passionate about the work she does!

What I Would’ve Done to Save the Agua Caliente Campground Store .

The Road Less Paved

If you’ve ever headed east from San Diego toward El Centro, you know the drill: tumbleweeds, windmills, and a stretch of desert road that feels like it leads to the edge of the known world.

Once you take a turn north on County Route S2, past Ocotillo’s tiny post office and dusty charm, you’ll find yourself winding through the shadow-drenched hills of the desert—and then, just when you think there’s nothing left, you’d stumble on a little slice of weird and wonderful: the Agua Caliente Campground Store.

Out front, there’s a weather-worn wooden sign with the old Thomas Brothers Guide coordinates—just in case anyone still needs to know where the heck they are. No cell coverage, no crowds. Just a humble store and a rockhound who was always up for a friendly chat

The store wasn’t fancy, but it was exactly what it needed to be:

Hot dogs. Chips. A cooler full of ice cream. Regional field guides and rock books. And that elusive thing too many places forget—charm. It was the kind of spot that made kids ask questions and grownups linger a little longer.

And like so many good things, it’s gone.

What Happened?

Mark explained that over the years, RVs got bigger. Campers came stocked with full kitchens, full fridges, and fewer reasons to swing by a dusty little store in the desert. Sales slowed. The crowds dwindled. Eventually, he closed up shop. Word is, he’s now running an art gallery up on the Grapevine.

But here’s what I keep thinking about: it didn’t have to end that way.

How I Would’ve Saved the Store (With a Bit of Branding Magic)

As a San Diego freelance copywriter, I can’t help but putting my marketing hat on when I’m out for a weekend of relaxation. Let’s be honest: Agua Caliente is in the middle of nowhere. And that? That’s its secret weapon. The store didn’t need more inventory. It needed a point of view.

Become the Desert Concierge (And Tell the Story Loudly)

This wasn’t just a store—it was the welcome desk for the wild. A launchpad for wandering. A place where someone could walk in and say, “So what do we do next?”

Here’s how I’d have positioned it as the source for all things Anza-Borrego:

Start a newsletter:

Call it Anza-Borrego Field Notes: Observations from the Edge of the Wild.

Agua Caliente campers are a faithful lot and most return year after year. Our camping group is now extending to the fourth generation.

Use it (and your Instagram and Facebook) to share:

• Wildflower bloom alerts (starting January—people go wild for it)

• Big horn sheep sightings

• Stargazing highlights and telescope night updates

• Geology facts, desert trivia, and Indigenous history snippets

• Featured hikes of the week (sunset views, fossil finds, kid-friendly trails)

No need to reinvent the wheel—just curate the best parts of the desert already happening around you. Reshare local content, repurpose updates, and keep people dreaming of the next weekend trip.

Be the person they trust to ask:

• “What trail’s good for toddlers?”

• “Where do I find fossils?”

• “Which hike has the best view at golden hour?”

Sell the experience, not just the snacks—and they’ll come back for both.

Keep Faithful Campers Connected to Their Favorite Place

The same campers keep coming back to Agua Caliente year after year. Our camping group has been coming here for four generations. A regular newsletter or social media presence is more than just marketing—it’s a way to keep longtime campers connected to the desert they love. When they see a wildflower update or telescope night in their inbox, it’s a reminder.

Make Agua Caliente a Day Trip Destination

Attract new visitors by marketing the campground like the desert gem it is. Here’s what makes it worth the drive:

• Hot springs for $10/day—cheaper than therapy

• Two swimming pools—because floating is a lifestyle

• Shaded picnic tables—gold in the desert

• Telescope nights with the San Diego Astronomy Club

• Wildlife tracking hikes and photography classes

Even better? Have the store sponsor the experiences.

Donate a jug of cold water to the photo class. Hand out BOGO soda coupons for the drive home. Be part of the magic, not just a bystander.

Reframe the retail experience.

Don't just sell the stuff people forgot (the mustard for tomight's hotdog.)If you want people to stop, give them a reason. Think beautifully curated, grab-and-go baskets.

• Gourmet snack kits: cheese, crackers, dried fruit, trail mix, and a craft soda or iced tea

• Coffee when it’s chilly, ice cream when it’s not (aka most of the time)

• Share photos, name your scoops, make it feel special

Hype the Heck Outta the Wildflowers

Every once in a while, the desert throws a party—and the blooms are the guests of honor. With just the right mix of rain, warmth, and magic, the Anza-Borrego wildflowers explode. For about four weekends a year, the desert bursts into color.

Here’s the plan:

• Tease it in the newsletter

• Post real-time updates on social

• Build anticipation from February on

And when the flower chasers show up?

Offer a Flower Watcher’s Lunch Special: a basket of fruit, trail mix, local cheese, and something sweet. Only available during bloom season. Only at your desert oasis.

The Heart of It All

The Agua Caliente Camp Store was never just a store. It was a rest stop for dreamers, a field guide for the curious, a quiet invitation to slow down and look around.

And it could still be that.

You don’t need a flashy budget to build a brand. You need a point of view. A little consistency. And the guts to tell your story louder than the wind in the desert.

What I Would’ve Done to Save the Agua Caliente Campground Store

The Agua Caliente Camp Store has a wrap-around porch.

The Road Less Paved

If you’ve ever headed east from San Diego toward El Centro, you know the drill: tumbleweeds, windmills, and a stretch of desert road that feels like it leads to the edge of the known world.

Once you take a turn north on County Route S2, past Ocotillo’s tiny post office and dusty charm, you’ll find yourself winding through the shadow-drenched hills of the desert—and then, just when you think there’s nothing left, you’d stumble on a little slice of weird and wonderful: the Agua Caliente Campground Store.

While you're here, get a hiking map.

Out front, there’s a weather-worn wooden sign with the old Thomas Brothers Guide coordinates—just in case anyone still needs to know where the heck they are. No cell coverage, no crowds. Just a humble store and a rockhound who was always up for a friendly chat.

The store wasn’t fancy, but it was exactly what it needed to be:

Hot dogs. Chips. A cooler full of ice cream. Regional field guides and rock books. And that elusive thing too many places forget—charm. It was the kind of spot that made kids ask questions and grownups linger a little longer.

And like so many good things, it’s gone.

What Happened?

Mark explained that over the years, RVs got bigger. Campers came stocked with full kitchens, full fridges, and fewer reasons to swing by a dusty little store in the desert. Sales slowed. The crowds dwindled. Eventually, he closed up shop. Word is, he’s now running an art gallery up on the Grapevine.

But here’s what I keep thinking about: it didn’t have to end that way.

Golden hour view from our campsite.

How I Would’ve Saved the Store (With a Bit of Branding Magic)

Let’s be honest: Agua Caliente is in the middle of nowhere. And that? That’s its secret weapon. The store didn’t need more inventory. It needed a point of view.

Become the Desert Concierge (And Tell the Story Loudly)

This wasn’t just a store—it was the welcome desk for the wild. A launchpad for wandering. A place where someone could walk in and say, “So what do we do next?”

Here’s how I’d have positioned it as the source for all things Anza-Borrego:

Start a newsletter:

Call it Anza-Borrego Field Notes: Observations from the Edge of the Wild.

Agua Caliente campers are a faithful lot and most return year after year. Our camping group is now extending to the fourth generation.

Use it (and your Instagram and Facebook) to share:

• Wildflower bloom alerts (starting January—people go wild for it)

• Big horn sheep sightings

• Stargazing highlights and telescope night updates

• Geology facts, desert trivia, and Indigenous history snippets

• Featured hikes of the week (sunset views, fossil finds, kid-friendly trails)

Sunrise from the tent never gets old.

No need to reinvent the wheel—just curate the best parts of the desert already happening around you. Reshare local content, repurpose updates, and keep people dreaming of the next weekend trip.

Be the person they trust to ask:

• “What trail’s good for toddlers?”

• “Where do I find fossils?”

• “Which hike has the best view at golden hour?”

Sell the experience, not just the snacks—and they’ll come back for both.

Keep Faithful Campers Connected to Their Favorite Place

The same campers keep coming back to Agua Caliente year after year. Our camping group has been coming here for four generations. A regular newsletter or social media presence is more than just marketing—it’s a way to keep longtime campers connected to the desert they love. When they see a wildflower update or telescope night in their inbox, it’s a reminder.

Make Agua Caliente a Day Trip Destination

Attract new visitors by marketing the campground like the desert gem it is. Here’s what makes it worth the drive:

• Hot springs for $10/day—cheaper than therapy

• Two swimming pools—because floating is a lifestyle

• Shaded picnic tables—gold in the desert

• Telescope nights with the San Diego Astronomy Club

• Wildlife tracking hikes and photography classes

Even better? Have the store sponsor the experiences.

Donate a jug of cold water to the photo class. Hand out BOGO soda coupons for the drive home. Be part of the magic, not just a bystander.

Reframe the retail experience.

Don't just sell the stuff people forgot (the mustard for tomight's hotdog.)If you want people to stop, give them a reason. Think beautifully curated, grab-and-go baskets.

• Gourmet snack kits: cheese, crackers, dried fruit, trail mix, and a craft soda or iced tea

• Coffee when it’s chilly, ice cream when it’s not (aka most of the time)

• Share photos, name your scoops, make it feel special

Hype the Heck Outta the Wildflowers

Every once in a while, the desert throws a party—and the blooms are the guests of honor. With just the right mix of rain, warmth, and magic, the Anza-Borrego wildflowers explode. For about four weekends a year, the desert bursts into color.

Here’s the plan:

• Tease it in the newsletter

• Post real-time updates on social

• Build anticipation from February on

And when the flower chasers show up?

Offer a Flower Watcher’s Lunch Special: a basket of fruit, trail mix, local cheese, and something sweet. Only available during bloom season. Only at your desert oasis.

The Heart of It All

The Agua Caliente Camp Store was never just a store. It was a rest stop for dreamers, a field guide for the curious, a quiet invitation to slow down and look around.

And it could still be that.

You don’t need a flashy budget to build a brand. You need a point of view. A little consistency. And the guts to tell your story louder than the wind in the desert.

I must have 50 versions of this shot.​

Need help finding your story?

That’s my jam. Let’s talk.

How to Write Business Values That Actually Mean Something

The last few weeks my social media feed has been filled with lists of brands to avoid. People are renewing their commitment to spending their hard-earned dollars with brands that align with their values.

That got me thinking. As a San Diego freelance copywriter, I haven’t updated my values on my website for a while. So for my first draft I am going with these that cover a lot on how to communicate:

• Be intentional.

• Inject your humanity.

• Listen, then speak.

If you haven’t revisited your business values in a while, maybe it’s time. I'll admit, it's easy to list 10 values because, well, a lot of things matter. The challenge? Narrowing it down to 3 to 5 values that actually guide how you show up and make decisions. Because the fewer you have, the more weight each one carries.

Your values shouldn’t just be a feel-good exercise. They should be the backbone of your business—shaping decisions, interactions, and how people experience your brand. If you’re feeling stuck, here are three simple frameworks to help you define your values in a way that’s real, actionable, and actually useful.

1. The "If-Then" Framework

Your values should help you guide your actions. This framework forces you to spell out how your values impact daily choices by turning them into an "If-Then" statement.

Value: Be Intentional

If we say yes to something, then it means saying no to something else—so we choose wisely.

Value: Inject Your Humanity

If the message doesn’t make us feel something, then we go back and make it bolder, clearer, and more human.

Value: Listen. Then Speak.

If we are faced with a barrage of information and opinions, then we take time to evaluate before deciding.

See how this makes the values useful? They’re no longer just feel-good phrases; they’re decision-making tools.

2. The "Hell Yes or Hard Pass" Framework

Because your values are a filter, not a feel-good exercise.

A strong value helps you say yes to the right things and walk away from the wrong ones. For each value, define what’s a HELL YES and what’s a HARD PASS for your business.

Value: Be Intentional

• Hell yes to making decisions about time and resources that align with our well-being.

• Hard pass on continuous yessing, that ultimately end up in burnout.

Value: Inject Your Humanity

• Hell yes to writing like a human, showing personality, and letting people see the real us.

• Hard pass on robotic corporate jargon, generic messaging, and being so polished we lose authenticity.

Value: Listen. Then Speak.

• Hell yes to gathering input from clients and team members before making decisions.

• Hard pass on assuming we know what someone needs before they tell us.

This approach makes it painfully clear when something aligns—or when it’s a no-go.

3. The "Tell a Story" Framework

Because people don’t remember bullet points. They remember moments.

Stories breathe life into your values. Instead of listing your values like a corporate manual, tell a story about a time when your business (or you) lived that value.

Value: Be Intentional
How we practice it: A client once came to us in a rush, wanting a full rebrand in just a few weeks. Instead of jumping in blindly, we took a step back and asked the tough questions. Was this the right time? Was a full rebrand even necessary? After some deep strategy work, we realized a few small but powerful adjustments would have a bigger impact than an overhaul.

Value: Inject Your Humanity
How we practice it: We once worked with a company that had amazing products but sounded like a soulless corporate entity in their messaging. No one could relate to them. So, we scrapped the jargon and reworked their tone to sound like an actual human talking to another human. Almost immediately, engagement skyrocketed. People don’t connect with businesses—they connect with other people.

Value: Listen. Then Speak.
How we practice it: A business owner came to us convinced they needed a flashy marketing campaign. But instead of selling them what they thought they needed, we took the time to listen. We dug into their audience, their past efforts, and their goals. Turns out, their real problem wasn’t marketing—it was audience alignment. So, we shifted strategies, focusing on building stronger connections before amplifying the message. The result? More meaningful engagement, not just more noise.

I hope this helps. I will work on reworking the verbiage on my values in the next few weeks. I would love to see yours.

My favorite Black Friday ads ever. (It's not about selling stuff.)

Don’t come to our store.

As a freelance copywriter, I dig Black Friday for all of the great ads. Just imagine, it’s Black Friday madness circa early 2000s. People camping outside Best Buy like it’s Coachella, freezing their butts off for the chance to score a TV at 70% off. The doors open, the stampede begins, and humanity collectively loses its mind over a flat screen.

Every retailer out there was playing the same game: bigger deals, flashier ads, more chaos. But then, in 2015, REI—an outdoor retailer with actual guts—did something no one saw coming. They closed their doors on Black Friday. Shut down. Lights off. And they gave all 15,000 employees the day off and told the rest of us to, wait for it… #OptOutside.

Instead of encouraging you to buy more stuff you probably don’t need, REI suggested you take a hikeOr go skiing. Or just hang out in a park. It was bold, it was brilliant, and it flipped Black Friday on its head. Now, every year, they double down on this move, closing their doors and giving their employees a paid day to enjoy the outdoors. Turns out, people love a company with a backbone.

**** From a creative perspective: #OptOutside is a pun on opt in or opt out. Our brain appreciates a twist on the familiar.

Don’t buy our stuff.

But wait, REI wasn’t the only brand shaking things up. In 2011, Patagoniaran an ad in The New York Times that basically said, “Don’t buy this jacket.” The ad showed one of their jackets front and center, but instead of a shiny list of features, it outlined the environmental cost of making it: water wasted, carbon emitted, all the not-so-fun stuff we tend to ignore.

The kicker? That ad made their sales go up 30%. Why? Because it wasn’t just an ad; it was a manifesto. Patagonia wasn’t just selling jackets—they were selling values.

And they didn’t stop there. Patagonia has built an entire ecosystem around sustainability:

• They partnered with eBay to create a marketplace for people to buy and sell used Patagonia gear, giving it a second life. Now, they’ve got a “Worn Wear” section on their site for buying pre-loved items.

• Since 1985, they’ve pledged 1% of sales to environmental causes. They even co-founded a nonprofit to encourage other businesses to do the same.

• In 1996, they switched to 100% organic cotton, ditching the pesticides and showing the world how it’s done.

**** From a creative perspective: An ad that says don’t buy this is completely unexpected and is a scroll stopper.

These moves aren’t just marketing stunts—they’re proof that a brand can make money and make a difference. And that’s the magic here: brands like REI and Patagonia don’t just slap their values on a poster. They weave them into every decision they make. It’s values at the core, not the crust.

How to Put Your Values at the Core of Your Small Biz

You might not be REI or Patagonia (yet), but that doesn’t mean you can’t bake your values into everything you do. Here are five ways to start:

• Maybe you’re an interior designer, and you donate furniture to Humble Design, an organization that helps people recovering from homelessness furnish their first homes.

• Maybe you’re an analytics company, and you give your employees time off to volunteer.

• Maybe you’re a graphic designer, and you support the marketing efforts of a nonprofit.

• Maybe you’re an accountant, and you donate to the Audubon Society—just because you love birds.

With much gratitude for you,

Diving into a brainstorm: ClubMed

It’s summertime. And though I took some trips earlier in the summer, this freelance San Diego copywriter never wants to leave in August because the ocean water is finally warm.

But in honor of our favorite time of year to go on vacation, I wanted to share one of my all-time favorite campaigns with you: Club Med’s "The Antidote for Civilization." It’s an oldie, but it’s a classic! Before this campaign, Club Med was all about showing off the fun you could have at their resorts. But then, they took it to the next level by positioning Club Med as a getaway from the everyday grind.

This approach is a great example of brainstorming by focusing on what your product isn’t—essentially, looking at the opposite. So, here’s how I’d brainstorm for Club Med:

 Imagine Club Med at the center of a mind map with these branches extending from it:

•  No worries

• Excitement

• Custom activities/menu

• Escaping your daily routine

For this brainstorm, we’re going to dive into that last idea: escaping your regular life.

1. Club Med is all about stepping away from your everyday routine.

2. We’ll play around with the concept of escape and change.

3. We’re leaning towards contrasting “civilization” with “modern life” for our final statements.

 Of course, to get here would include dozens of versions of headlines. (Can AI help generate these? You might get a few choice phrases but you are not going to get the “big idea.”

Hope this helps spark some creative ideas!

I need to venti about coffee and branding.

Imagine a café that decided to give laptops the boot because they want people to actually sit at tables, order coffee, and enjoy food, rather than babysit a coffee cup for hours.

So, they slapped up this sign.

So as a freelance copywriter, I naturally thought, there’s a way to put a more positive spin on this so people don't walk away feeling icky.

What’s the opposite of staring at a screen all morning? Yep, talking to someone. Let’s brainstorm ideas that focus on real, human connection.

Connect IRL, Not URL.

Order coffee, eat food, make friends. But please keep your table clear of laptops.

or

Conversations Over Clicks.

We’re big proponents of human interaction. Drink coffee, eat food, share a laugh. But please keep your laptop in your bag.

This is a coffee shop, is there a way to bring a coffee reference into this?

Real Conversations Brewed Here.

During our morning rush hour, 7-9 am, please leave your laptop in your bag.

Screens can be an addiction. Let’s play off of that.

Digital Detox Zone.

Let’s drink coffee, eat cake, and keep our laptops closed 7-10 am.

Do you have any ideas for better messaging for this?

What happened to the third space?

Starbucks grew on the promise of being that third space. Not work, not home, but a special place. Customers could enjoy all the comforts of home: sit in a comfy chair, stare out the window, talk with a friend, and drink coffee. It was about connections and community, not just the coffee.

Then CEO Howard Schultz nailed it, saying, “I’ve never thought of the third place just as a physical environment. For me, the third place has always been a feeling. An emotion. An aspiration that all people can come together and be uplifted as a result of a sense of belonging.”

The concept of being a third space was Starbuck’s differentiator. It was their thought-provoking POV.

But then they grew, cut costs, and it just became about the coffee.

Starbucks leasing agents are the best in the business. They know how to maximize every dollar per square foot. So, at the height of COVID, Starbucks closed their local shop that had sofas inside and tables outside and no drive-through and built a new Starbucks from scratch. To their credit, they laid out the drive-through lane first and then built the store. Now there’s only outside seating (which you can use almost year-round in San Diego). And probably 95% of their business is now drive-through rather than walk-in.

Starbucks now sells coffee, not community. And so does McDonald’s, which is cheaper.

Starbucks lost their differentiator. So if you want to have a cup of coffee with this San Diego freelance copywriter, this is the neighborhood cafe that I’ll take you too. (It appeals to my love of sketch art.)

What makes your business different? What’s your thought-provoking POV?

Mesmerizing ad or dystopic harbinger?

The latest Apple commercial is making waves, boasting the thinnest iPad ever. They showcase all our beloved creative tools—art supplies, spray paint, cameras, pianos, guitars, even emojis—getting crushed to the tunes of Sonny & Cher.

It's a spectacle, really. A nod to those mesmerizing videos of things being crushed, like the Hydraulic Press channel on YouTube. Apple's message? All that creativity now fits in this sleek little device.

As a freelance San Diego copywriter and a creative professional, I have to ask: is Apple missing the mark here?

Apple always positioned themselves as the champion of the creative class, the makers, the thinkers, the challengers. This approach has created a legion of dedicated customers who resonate with Apple's vision.

Is Apple being completely tone-deaf to the reality that developers and designers, two of Apple's core audiences, are losing jobs to automation and AI? Here we see a machine crushing centuries of human achievement and creativity.

What do you think: mesmerizing ad or dystopic harbinger of things to come?

Either way, we’re talking about it.

#branding #shamelesslyhuman

DIYFamilyFilms Nails It

Alright, buckle up, because DIYFamilyFilms just dropped an ad campaign that's the equivalent of a marketing mic drop. I'm scrolling through my feed, and bam! An iPhone video course that hits differently. (I haven’t bought it yet but I’m going to! And no, this is not an affiliate venture.)

Let's dissect the brilliance:

The Head-turning Hook

Lead Message:

"Why I stopped taking pics/videos of my son every day."

Hold up, did a photography/video course just lead with not taking photos? Genius. It's unexpected, it's attention-grabbing and head-turning.

Opening Text

"When you take out your phone for every cute moment because you don't want to miss it but you end up with a ton of digital clutter."

And just like that, we're all nodding in agreement. Founder Tenille is in our heads, she gets it. Digital clutter? Guilty as charged.

Understanding Parents

"Time with your child is so precious and you don't want to forget the special moments. I get it."

Yes, you get it, and now we're hooked. Speak our language, sister!

The Sell - Benefit First

"Reduce digital clutter and screen time by learning how to use your phone properly to create home videos that you actually want to watch."

Not diving into course features but hitting us with the benefits. Unexpected benefits, mind you. Reduce digital clutter? Sign me up. Reduce screen time? Double yes.

The Pitch

"Learn the DIY family films method once and have a skill for life. Get 70% off our easy way to follow course built for busy parents! Works with iPhones and Androids."

A skill for life? Check. Discount for busy parents? Check. Works with both iPhones and Androids? Check and mate. This is a pitch with a punch.

Website Check

Clarity Line

Boom, instant clarity on what the course is about. No beating around the bush.

Overcoming Objections

She's a parent like us, low-tech on the phone, reduce screen time, stuff you won’t find on YouTube. Objections crushed, moving on.

Before and After

Instead of the cliché before and after, she labels it "Digital clutter to home movies." It's not just clever; it's a visual punch in the face.

DIYFamilyFilms isn't just selling a course; they're selling a solution to a problem we didn't even realize we had.

Bravo, bravo!

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Shamelessly Human Brand Story is here!

After a design event, some friends and I went out for a beer (me: hard cider cuz I’m a wimp), and we were chatting about the latest AI news.

If you were a stalker, this is what you may have heard:

“I’m raising my glass to being on the brink of retirement.”

“Creative work is drying up.”

“How in h*** do we even stand a chance against those smarty-pants AI thingamajigs?”

So what do we do?

We tell better stories. We tell better stories about our businesses. We tell better stories about ourselves.

AI is just a fancy data aggregator; the results can be average. So now is the time to embrace who you and be Shamelessly Human.

Introducing

Shamelessly Human Brand Story:

Write Your Brand Story with Heaps of Human Help and a Dash of AI.

November 9 to December 13.

In this class, we're not just scratching the surface; we're going to dig deep, really deep, into uncovering your Thought-Provoking Point of View (POV). You're not just a designer; you're a designer with a unique perspective that sets you apart. In this age of automation and algorithms, it's your human creativity and insight that bring real value to the table.

Real live human help 3 hours a week.

There are videos, worksheets, and prompts to help you. For 4 weeks, there will be 3 hours of live video office hours to get feedback on your work. (And I’m not internet famous or anything so you can get lots of face time with me.)

And we’ll make friends with AI.

We’ll touch on AI to help. But the real magic comes from your thinking. So, this is a human writing class with a dash of AI. This is a brand story writing class with a dash of AI. If you’re seeking AI as the main course, this course won’t be your jam.

Get ready to unleash your new brand story before the New Year rolls in.

Picture yourself radiating unshakable confidence in your message. You'll have the confidence to unveil that slick website, new course, or new service. Imagine your customers exclaiming, "Hell yes, this is exactly what I've been craving!" 🚀🔥💥

Shamelessly Human is open!

Three waters. Three different brands

You know, I've noticed a fascinating trend over the past few years – the rise of water, with sparkling waters, and flavored waters in aluminum cans. I must say, I'm a big fan of this movement. (Although, I did have a minor mishap when I hurriedly grabbed a variety box of canned flavored sparkling waters for a kids' camping trip, only to discover it was canned cocktails! Lesson learned: Always read those labels carefully.)

Now as a freelance copywriter in San Diego, the biggest lesson I can teach is how a brand can differentiate themselves. So let's dive into the intriguing world of water in cans and see how three different players position themselves in a similar category and see what lessons we can learn.

Liquid Death

 The very mention of Liquid Death and a glance at its branding had me initially thinking it was some hip craft beer. (Oh, those misleading labels!)

The inspiration for Liquid Death struck when Mike Cessario attended an alternative music event sponsored by Monster Energy in the 2000s. Surprisingly, the thirsty bands craved water, not energy drinks. So they poured water into empty Monster Energy bottles to please the sponsor. That got Mike pondering: why can't water be cool and branded differently?

Fast forward to the late 2010s, and Mike found himself at a music festival surrounded by an ocean of plastic waste, much of it crushed water bottles. "The beverage industry has a problem," he thought. (Okay, I admit, I made up that quote.)

Mike, a former advertising guru from agencies like Crispin Porter & Bogusky and VaynerMedia, created Liquid Death – water that rocks the aesthetics of craft beer, housed in an aluminum bottle, complete with craft beer-like branding.

The rallying cry: Death to plastic.

"We're just a quirky beverage company that despises corporate marketing as much as you do. Our diabolical mission is to tickle people's funny bones while persuading them to sip on healthier beverages more frequently, all while aiding the fight against plastic pollution."

Questions to ask: Can you draw inspiration from a different industry, be it in marketing or product delivery, to attract a fresh demographic? Maybe a bit of cross-pollination is what your brand needs to flourish.

Liquid Death may have hit the jackpot with its branding, but by taking a stand against plastic and championing the recyclable aluminum can (which oddly resembles a craft beer can), it's made a real splash in the water market.

 Mountain Valley Spring Water

 Mountain Valley Spring Water has been quenching thirsts since 1871, drawing water from the heart of the Ouachita Mountains at its source.

The signature move has always been delivering water in glass containers, steering clear of the plastic debacle. However, the brand recently decided to venture into the realm of aluminum bottles, offering a more portable, recyclable option. (After all, lugging a glass bottle on a day of fishing isn't ideal.)

The rallying cry: From the source.

Mountain Valley presents its award-winning premium spring water in bottles that tag along wherever you roam. These 100% recyclable aluminum bottles are your go-to for the pool, beach, hiking trails, and all the adventures in between. It's the latest innovation from a brand that's been bottling from the same spring source since way back in 1871.

Questions to ask: Is there a product or service you could provide to meet shifting customer preferences? Is expanding your offerings worth it, even if it complicates things a tad? What's the cost of not evolving?

This is a classic example of an existing brand in a new category broadening its product line to keep pace with industry innovations.

 Path Water

 In 2014, three friends decided to embark on a mission to save the environment by tackling the problem of single-use water bottles. Thus, Path Water was born, blazing a trail as the first bottled water packaged in a certified refillable, 100% recyclable, BPA-free aluminum bottle.

These pioneers literally knocked on doors to secure their first store placements (high-five, 7-11!). After a rebranding effort, several investors, including the ever-flamboyant chef Guy Fieri, jumped on board, and they forged collaborations with iconic brands such as the National Parks, Oliver Peoples, and The Tonight Shoes. Not to mention they scored exclusive licensing deals with Nickelodeon and Hasbro; as of 2023, they're even teaming up with Barbie. Their customizable bottles open up doors for all kinds of small brands to join the party.

The rallying cry: We're forging the path to end single-use plastic bottles.

 "We're on a mission to make the future sustainable by being the go-to bottled water that helps everyone kick the habit of single-use plastic bottled water. Every day, we fuel this revolution as global consumer demand skyrockets for sustainable and reusable choices in bottled water packaging."

 Questions to ask: Can you reimagine how business is conducted? Path wasn't content with creating just another single-use container. Can you offer customization in your product? (Of course, if you're in the service industry, you might already be customizing your offerings.)

In the grand tapestry of water brands, Path Water stands out as a beacon of sustainability, innovation, and collaboration.

So there you have it, three distinct perspectives from the world of water brands. Each one has found its unique path to success, and perhaps there are lessons we can all draw from their journeys. And remember, always read those labels!

On the hunt for creative ideas.

I was in the midst of doing my favorite thing as a freelance copywriter: naming a new product. So there I was, scouring the digital savannah for that one elusive word that would make my product sing. I dove headfirst into the realm of WordHippo's thesaurus, then embarked on an adventure through the lists of WordsThatStartWith.com. But, alas, I came up empty. 

Then, like a plot twist in the making, I was sitting in church and the pastor used the perfect word as one of the subtitles in his three-point sermon. I chuckled and wrote the word in capital letters in my sermon notes so I wouldn’t forget it.

Divine intervention?

Now, was this a stroke of divine intervention? Who’s to say? We’ve all been fed the romanticized myth that creativity strikes like a bolt of lightning, illuminating our minds in a flash of brilliance. Just like how Paul McCartney claimed that the song "Let It Be" descended upon him in a dream about his deceased mother. But let’s be real, us mere mortals don't always get to ride that lightning bolt. No, for most of us, creativity is more like coaxing a campfire into existence using nothing but a handful of dry twigs. ​Creativity is not some elusive unicorn that only the chosen few can ride; it’s a skill, plain and simple. A skill that can be honed, nurtured, and mastered over time. 

Ideas are work!

It’s all about the frameworks. When I’m in the idea-hunting game, I like to play with opposites, mash ideas together like a mad scientist, and toss around a hearty dose of "What Ifs." 

Now, don’t get me wrong; ideas don’t always saunter into my brain while I’m laboring at my desk. But once my brain is tuned in, sometimes stray notions ambush me in the most unexpected places. Like that time I was wandering the mall during the holiday frenzy and a simple wreath had me envisioning an ad with a headline in a round shape. Or the mundane moment at the drive-thru that inspired my very first radio spot. And let’s not forget the time I swiped a sentence right off a Christmas card from my mother-in-law and used it as foundation for a life insurance commercial.  

But here’s the kicker, the pièce de résistance: time. You can’t rush this creative stew; you have to let it simmer.

So let this San Diego freelance copywriter spill the beans: keep your mind wide open and your pencil poised because inspiration doesn’t always come with a bolt; it often slips in through the backdoor.

Bears Be Aware: Edit a sign, save a life.

I was on a trip to Montana with childhood friends on their annual trek to their grandparents’ ancestral home.

At a trailhead, I spotted this mini-guide for bear survival that is a great lesson in information hierarchy. I love it: It has a cute attention-grabbing headline that rhymes: BE BEAR AWARE followed by a clarifying subhead. The information is broken down into three sections:

• Avoid Confrontation

• Secure Food Items

• Carry Bear Spray

I would suggest they change the third subhead, though. While carrying bear spray may be helpful, for any visiting city slickers, it’s probably more important to know not to run.

Here's how I would revise the third subhead and copy:

DO NOT RUN.

• Carry bear spray. Move cautiously out of the area.

I would also switch the 2nd and 3rd blocks of copy as I think it’s more important to tell people not to run than to secure their food. (Though if they don’t secure their food, the bears will come, so it is all important.) The edited sign looks like this:

Now for the final edit. I would cut copy length because the shorter the copy, the greater the chance more people will read it.

BE BEAR AWARE

• Grizzly & Black Bears May Be Encountered.

AVOID CONFRONTATION

• Make noise while walking. Hike in groups if possible. Control your pets.

DO NOT RUN

• Carry bear spray. Move cautiously out of the area.

SECURE FOOD ITEMS

• Store food & garbage in vehicle or hang in a tree. Keep a clean camp. Pack out garbage.

Rick Rubin and the Creative Act

I was impatient and ordered the kindle edition of Rick Rubin’s book, The Creative Act: A Way of Being. It’s a book of short self-contained  chapters so you can pick it up and read a blurb for a dose of inspiration.  (And really, I could create a graphic this long for each chapter, it really is a quotable volume.)

Considering all the recording artists that Rubin has worked with, he doesn’t name drop. A couple of times he gives a specific example of how he has coached an artist but you are left to guess who. 

In making art, the audience comes last. - Rick Rubin

This quote hit me because it reflects the difference between art as self-expression and using creative art to sell a product. As a creative professional, sometimes my copywriting or graphic recording can approach art, but it still has a purpose to sell, clarify or inform. 

Yesterday I was in a session with a team and we were selecting what campaign ideas to refine. There was one campaign that was clever and everyone loved. But it was a longer read and wasn’t as clear, it wouldn’t serve the client as well. We had other campaign directions that could delight a customer and sell the product that we chose instead. 

5-minute Homepage Makeover for a Restaurant

Does your website pass the 5-second rule?

Can a viewer find out what you do within that period of time? (And, preferably, fall in love with your services or products?)

I came across a site that needed help with the falling in love part.

Some members of my extended family were in town, and we were to go to a restaurant to dine with some even more extended family. I checked the restaurant’s website for the address before setting out, and noticed that the site looked like it was from 2008.

The website didn’t make me excited to go visit any of these waterfront restaurants.

Yawnsville.

There are two things I would immediately do to improve it.

• Write a big, beautiful, benefit-driven headline to sell the stunning waterfront locations.

• Use big photos to showcase those locations.

(Because dinner is always more fun when you can watch sea lions sunbathe on a dock and witness standup paddleboarders fall in the water.)

 Watch this video  to see a quick makeover.

Your homepage is such valuable real estate. Make sure you make the most of it.

I hope this helps you!

Write on! :)

Brave the Woods: Navigating a creative business.

Every month The One Club for Creativity hosts Creative Space at the Mingei Museum in San Diego. This month we heard the tall tales and epiphanies of illustrator Brad Woodard of Brave the Woods. Brad shared insights behind the business of his illustration studio. Much of this can be applied to running other creative businesses.

Make friends – People like to work with people they know. Keep in touch with colleagues. They all move on to other jobs, clients, and agencies and will still hire you. Brad mentioned that he emails colleagues from time to time just to see how they are doing, never a request for work. Top of mind = more assignments.

Cultivate an opinion – Share your thoughts about the industry. Brad got his start early during the golden days of blogging and this really built up his readership These days you might share on TikTok, Instagram, or LinkedIn. (LinkedIn is severely underused by most creatives.)

Curate your portfolio – Show the work you want to do more of. Brad got his start in infographics but got tired of doing them. His next job was design-centric with a focus on illustration.

Create the opportunity ­– If you don’t have a paid opportunity for a new type of project you want to try, initiate the work yourself: video, a book, or animation. Brad self-published a children’s book and since then has worked with every major publisher.

Have multiple streams of income – How else can you make money beyond client work? Store. Classes. Making brushes and presets. Social media monetization. Brad makes how to digital art videos. This elevated his presence and drew the attention of larger, big-budget clients.

License – Participate in client success. This can be a big source of income for illustrators and photographers.

Learn about the business side.

Brad mentioned that in art school he didn’t learn a thing about business. I find this true with many recent grads that I talk too. But luckily business can be learned without getting an MBA in the arts. (I can’t think of a better waste of money.) Knowing how to conduct business is what separates successful creative business owners. (Not necessarily their skill at their craft.)

And look at the cute print everyone went home with. Thanks Neyenesch Printers, Inc. Another great idea: always leave your audience with something to take home. It’s how you keep top of mind.

Creative Space happens the first Wednesday evening of every month. I hope to see you there sometime if you live in the San Diego area. As a San Diego copywriter my number one tip for propelling your creative career is to get out and meet people. If you have a network of fellow creatives that you can rely on and refer work to and get feedback from, your practice will soar.

I  #sandiegocreatives #sandiegodesign #illustration #theoneclubsandiego

What is your one thing?

YES/LESS is an exercise I went through a few months ago that helped me focus on what I needed for a little more balance. Have I moved the needle on any of the things I listed? No!

So I’m going to focus on one thing that can make it happen: less doomscrolling. I figure if I decrease random social media usage I will decrease procrastination.

And I’m going to take three steps to jumpstart progress:

1. Taking Facebook and Twitter off my phone and iPad = more Kindle book reading.

2. Don’t begin the day with Twitter = beginning it with prayer

3. Visiting Twitter and Facebook once a day on my desktop and then physically signing out so it is not just a simple click away = less procrastination.

Simplicity can be powerful.

Let me know what your one thing is!

If you want to download plain versions of these templates:

One Thing

YES/LESS Plain

YES/LESS Surf

Big love for small biz.

As a San Diego freelance copywriter, many of the businesses I work with are small businesses. I’m a small business too and I know how challenging the past two years have been. So, if you’re still here, standing tall or if you’re barely making it and ready to throw it all in, I salute you.

There are ways you can support a friend’s business without spending a dime. (Though of course, spending money helps too!)

Write a review.

Some businesses live and die by the reviews they receive. If you have a hairdresser you love, a boutique that you always find that special gift at, or a coach who helps you grow your business, write review. Yelp, Angie’s List, Google, ask them where a review would help them.

Tell your friends and family.

If you found a new place for dinner, tell your friends and family. If your friend bakes cupcakes, tell all of your party-giving friends. 

Follow the business on social media.

That algorithm makes it hard for small businesses to show up. So, follow them to help them boost their numbers.

 Engage the business on social media.

The more engagement a page receives, the more it will show up in people’s feeds. Comment on photos, share posts!

Feel free to take these images and post on your social media!

Revenge of the purple fluffy bunny slippers.

How do you want to show up?

I was working a tradeshow and I was flabbergasted that a woman working the booth across the aisle wore towering heels all day long. I was wearing my comfort sport runners with orthotics and was still had super sore feed at the end of the day.

Then a funning thing happened, at the end of the day the woman pulled out a pair of fuzzy purple bunny slippers. Now that looked comfortable.

I was amused by her footwear but thought this also seems to be a metaphor for how people show up.

They show up wearing the towering stilettos because that is “professional”—meanwhile they think that is what is expected. And buried inside is the longing for fluffy purple bunny slippers.

You don’t to choose one or the other: painfully professional or glittery-unicorn-smiley-face-dotting-your-i. There’s a professional, personable in-between. Think maybe purple ballet flats or furry leopard slingbacks.

Have fun. Be you. And experiment with the language you use to explain who you are and what you do. I’ll be holding a 6-week brand story workshop in early 2022 that helps you nail down your language. Email me back so I can put you on the interest list.

P.S. I used to only use my heart signatures for my emails. I sign off on my business proposals like this too now. And Linkedin articles. I win more clients.