Behind the Name Heartlines

Even after 4 years now it still amazes me how a business name that I agonized over for MONTHS has turned out to be so perfect.

It was inspired from a Florence + the Machine song by the same name and the line that says  “Just keep following the heartlines on your hand, ‘cause I am.”

You see, I’ve always tended to overanalyze and overcomplicate just about anything and everything.  I mean, if I can possibly find a way to make my life more complicated…somehow I manage to do it.  As a kid, I was known for my intellect and it’s SO easy for me to get stuck in my head.  To retreat to the safety of my brain.

But following my heart…listening to my intuition?  That was strange magic.  Powerful and uncomfortable and yet whenever I did I always landed in a better place.

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Letting Go to Find Fresh Energy + A Big Announcement

Do you ever get that feeling when you look at your business and your offering and you start to feel sluggish?  The enthusiasm fades, and you're left wondering things like. . .

How can I shift the energy?
How can I get excited about this again?
Is it time to move on?
Create something new?
Or find value in what's already there, with a twist?

Well, after giving my website and current offerings much side-eye + deep thought, I'm here to announce that I'm retiring 4 of my current services.

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Tips for Creating Your Most Powerful CTA

Next to your headline, I'm gonna argue that your CTA (aka Call to Action) is the most critical part of your page.


1.  EVERY page needs a CTA at the bottom.  You need to explicitly direct your reader where to go next.  Otherwise, we have what's referred to as a dead end page.  And you NEVER EVER want to have a dead end page.  You never want to leave the reader wondering what they're supposed to do next or where they're supposed to go or how they can work with your or how they can get in touch with you.  Because if it's too much work to figure it out (read: any work at all) they won't do it.  They'll leave and find someone who makes it easy to connect and work with them.


2.  Sales page will require more than one CTA.


3.  No one will click through if they are unsure what will happen next.  Therefore it's your job to make it crystal clear what action they're taking by clicking that link or button.  Pro tip: on sales pages, I LOVE to include an FAQ that literally asks "What happens next?" just for this reason.


The CTA has 2 parts.


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Divine Inspiration vs. Shiny Idea Syndrome

How can you tell if your next idea, if the next direction you're being pulled in, is the spark of divine inspiration or shiny idea syndrome?

This was a question I recently started to unravel for myself.

Context: As creatives I believe our biggest problem isn't shiny object syndrome as much as it's shiny idea syndrome.

If I look back at the pattern of my life I have undergone a seismic shift in my career every 4 years.  Yes, I can follow this trend all the way back to my very first "real" job as a grocery store cashier when I was in high school.

I've been a copywriter for about 4 years now and I feel the winds of change, they are a blowin'.

But is this some innate inability to stick it out?  Is it a pathological need to reinvent my work life?  Is it better to stay the course, keep trying new things within the context of what's already been created (painstakingly loved into being) over the last 4 years?

Or listen to the whisper?

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Connection is in the. . . Details.

One of our natural urges, when we're writing, is to get straight to use sweeping generalizations so we can say as much as possible in a few words as we can.  I get it, I've been guilty of this too, at times.

But, when you paint with broad brushstrokes when you skip over the details in favour of short-cuts and generalizations you're depriving your audience of a deeper connection with you.

Connection is hidden in the details.

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5 Filters for Editing that will Improve Your Writing Right Now

THE RULES: Only apply ONE filter for editing at a time.  Do NOT try to do them all at once.

If you can, enlist the help of trusted friends.  Give them one thing to look for.  For example, "Can you look for clichés?"

Always give yourself 24 hrs between writing. . . and editing.  So your brain has a chance to forget and can stop filling in the blanks with what you're trying to say long enough for you to actually see the blanks.

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