Evolving virtual business culture with intention, one offer at a time.
It starts with words.
- Words that feel good in your brain.
- Words that feel good in your body.
- Words that feel good on the page.
This is where the magic happens: in the messy excavation, the word wrestling, the late-night “is it offer or program?” debates.
Somewhere in that pile of drafts, you’ll uncover the heart of your business: what it is, how it works, who it’s for, and why it matters. Nail those four anchor points and suddenly your messaging stops shape-shifting like a caffeinated raccoon and clicks into place.
Before you can grow a human-first business...
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The Online Business Industrial Complex does a pretty impressive job convincing us it’s a monolith.
Cute.
But no.
It’s messy, chaotic, and built on a cocktail of good intentions and marketing so slick it could sell sand in a desert. And if you’re here, I’m guessing you’ve been doing… a lot. Maybe too much.
And yet...
Traction is slow. Trends are fast.
And you’re stuck in the middle feeling like business roadkill.
Technically, the business worked: clients, Zoom sessions, core engagement galore.
But if I'm brutally honest? I was more lit up helping my “how to build an online business” classmates with their copy and DIY branding than cueing another set of teasers. Debugging Squarespace felt like a party compared to talking about the transverse abdominis (again).
(Spoiler: It involves Pilates, bad Wi-Fi, and the kind of optimism that only a fresh Squarespace template can inspire.)
Ask me how I know...
Once upon a time, I was a Pilates instructor with a Wi-Fi connection, a fresh Squarespace template, and the kind of optimism only a cross-country move for your husband’s dream job can inspire.
Peep that plank
(I may never be this "in shape" again)
So, I pivoted: Pilates → Copywriting & Web Design.
Fast forward a few years, one global crisis, and a baby who thought sleep was for suckers.
So one bleary Saturday, between diaper changes and cold coffee refills, I asked myself the question that changed everything: What would I do if I could burn it all down with zero repercussions?
This was my Burn It Down Day™.
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I stripped my business back to one offer; no shiny pivots every quarter, no webinar FOMO detours. I committed to running that offer with ten clients, minimum.
I wanted real data. Real clarity. Real proof of what worked, for them and for me.
That experiment became the backbone of everything I do now: clear messaging, sustainable services, and businesses that don’t eat their owners alive.
