Shift Happens

Fun fact: When I was a young ‘un, I wanted to be cardiac surgeon.

It started at a medical career summer camp (which tells you how cool I was). There was this video the counselor was showing us on an open heart surgery. Lots of kids had to leave the room or close their eyes, but I was fascinated.

“So this is a story of how you were the world’s weirdest kid?” Almost. Not quite.

I’d been scoping out medical schools on the weekends. Reading the brochures and anything about cardiology. And then I did the math. Which isn’t my favorite subject, but I was okayish at it.

I’d be around 36 when I was finally a full blown doctor. No thanks. So I tried Exercise Science, because helping people move more seemed cool. But then I failed chemistry.

It took several potential career explorations and an economic recession for me to plunge into writing. And I’m not going to say that it’s always easy. But my only regret is that I didn’t do it sooner.

Because I believed that wasn’t a viable career. And spent too much time trying to grab the traditional jobs for college grads. No dice. And once I started writing, something clicked. I got published. I began earning a consistent income.

With a career that when you tell someone at your doctor’s office that’s what you do, their response is “Do you actually get paidddd?” (BTW, if someone asks you this, resist the urge to say your clients pay you in pine cones, or something ridiculous like that. Take a deep breath and go back to your eMagazine).

Most importantly, I got to work with wonderful clients doing work I care about.

“I should finally stop putting it off and just write?”

Exactly, buckaroo. Don’t make the mistake I did and wait almost 2 years to get over your jitters. And guess what’s going to happen once you start your writing career?

That’s right. Shift. You’ll start out in one niche like, say, copywriting, and maybe discover you hate it. Passionately. That’s okay. You may talk with other writers or do some reflection and discover that for you, curriculum writing is where it’s at.

Or you start out offering a service and learn that you don’t want to touch social media management with a 10 foot pole. That’s also fine.

Shifting from one niche or service to another is perfectly normal. And you will do it. Probably more than once. Because as your write more, so your career will grow. And change is an inevitable part of that.

Speaking of shift, I’m currently shifting sites. The new one is already live at And transferring these posts there as well. Feel free to subscribe for the latest. I believe in only sharing what might be helpful to you, so if that’s no longer the case, you can unsubscribe at any time.

Resolve to Do this for Your Writing Career

We all hoped that at the stroke of midnight the weirdness of 2020 would be over.

But, guess what? It got weirder. And it’s not even been a week. 2021 is starting off on the foot of being 2020 2.0.

The good thing is we still have some of the normal stuff. Because it wouldn’t be January without New Year’s resolutions.

People that want to start things. Give up things. Go vegan. All noble goals.

I gave up coffee.

It’s not so much I wanted to give it up. My body decided for me. I don’t know why, but suddenly my body and coffee aren’t on speaking terms.

So now I have tea (yum!). And despite the debate about them, I still have New Year’s Resolutions. Most of them are regarding my writing business. And I want the same for you, too.

Look at you! You’ve been dreaming of it for so long. Freelancing. Writing about cats, climate change or what have you. All from the comfort of your home, a co-working space, or maybe Barbados.

You want to do it. But something is holding you back.

 I’d hazard a guess it’s something along the lines of “how the f- do I get started?”

Try this- a small resolution.

I started off the blog with “let’s talk about New Year’s resolutions” you would’ve said “let’s not.” But I’m serious. Let’s talk about modified resolutions. Teeny tiny ones.

I started my writing business by making small goals. I guess you could call them resolutions. By taking baby steps.

And I think that’s the best way to do it. Because it seems less scary.  So, I want you to make some resolutions about your writing business. Right now.

You could resolve to write affirmations when the self-doubt creeps in. Resolve to finally take a deep breath and submit 5 cold pitches.

 Resolve to take a course if you so wish. To finally upload pieces to your online portfolio.

Create a writer’s resume. Submit your first guest post. Do a writing exercise every day. Create a Facebook business profile.

Sign up for emails from sites like Pro-Blogger or Freelance Writing Jobs. Resolve to get rejected. And move forward. Volunteer for a project to build up your portfolio. Resolve to get out of your own way and just go for it.

Resolve to do some of these little things. They’re smaller than “Start a writing business.” Which makes them more manageable as you start towards your goal to start a writing business.

One step at a time.

Pick something and resolve to finally go after the chance to do what you love. Because you’re worth it.

New Writer? Don’t Make This Headline Mistake

David Olgivy shook up the world of advertising in the 40’s and 50’s. Even today, he’s the most prominent figure featured in the unofficial copywriting bible.

Sharing a social media quote graphic is like a baptism into the copywriting world.

Here’s probably one of his most famous quotes:

 “Five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.”

To succeed as a writer, you need to take time to craft a solid headline. On professional sites like LinkedIn or elsewhere.

Your headline is the first thing anyone sees. Before the “About” section. Before the “contact” form.

You need to give them a reason to keep reading. You can’t assume they’ll read the rest. Especially if the headline doesn’t grab them.

“Great, but how do I do that?”

By avoiding vagueness at all costs.

I see this far too often with new writers. “Freelance Writer for Hire at X freelancing site.”

It makes me cringe. Because how are they going to be found by potential clients looking exactly for the amazingness they have to offer?

Vagueness doesn’t help you get noticed. Think about the headlines you see in advertisements. What grabs your attention and what doesn’t? Chances are, the one that doesn’t grab you is something like “living your best life.”

Why? Because it doesn’t tell you anything. What does that mean? For who? How?

People need to be able to read your headline to quickly figure out what you do to help them.

“Freelance Writer” doesn’t tell the reader anything. It’s vague as vague as your little cousin telling you they’re studying…a degree.

“But what? Are you majoring in Biology? Nursing? Criminal Justice?”

And don’t say “I write anything.”

Don’t even think about it. It subtly sends the message you don’t know what you’re doing.

Because seasoned writers specialize. They’re legal writers, curriculum writers, or bloggers. They might even work in certain niches like healthcare, travel, or B2B sales.

 And that helps land new gigs.

Think about it from your ideal client’s perspective.

 They’re not searching with a general term like “Writer.” That would return thousands, if not millions, of unhelpful results. They’re searching for something to address their specific need.

They’re looking for a pet blogger. A technical writer for startups. Or a freelance journalist who covers politics.

Get specific with your headline. Ask yourself what kind of writing you want to do. Do you ghostwrite sci-fi novels? Write parenting tips for kids with special needs?

Are there certain industries you want to work in (i.e: travel, parenting, higher education)?

People are looking for exactly what you’re offering. Your headline is how you can get found in searches and promote yourself. It’s an important part of SEO and marketing.

And if you’re new and don’t quite know what you’d like to do, that’s okay. Take some time to go on informational interviews or research the writing careers that interest you.

And don’t worry if you start out in legal writing but decide you want to be a pet blogger. Because you can change your mind. It’s allowed.

I geek out about copywriting. But I know several writers who started out in copywriting and can’t stand it.

It’s not for them, and that’s okay. They’ve found their niches in ghostwriting, Pinterest marketing, or elsewhere.

Writing a specific headline to address what type of writing you do, or industry niches will also save you a headache.

Because if you hate Pinterest marketing, you can address that head-on with your “vegan-cooking blogger” headline.

Picture your ideal client. Write your headline with them in mind.

In today’s world of online search, options are endless. If people can’t figure out how you help them within 6 seconds, they’ll move on.

And I want you to get those gigs. I want you to succeed. Promise me you won’t be vague, okay?

Effective Copywriting, as Learned from Adopting a Dog

Last week, I adopted a second dog. Her name is Piper. She’s a 6-year-old dog that looks like a Mountain Cur Mix.

And she needs a lot of stuff. So, my whole week has been browsing Amazon for dog dishes, harnesses, and collars.

What she really needed was a sweater. She’s lanky and has a short coat, so she gets cold easily.

So, I got on Amazon, where I’ve been living all week (or, it feels like it), and started searching for “dog sweater.” And then, “sweater for dogs” when dog sweater brought up people sweaters with pugs on them.

This was probably the most aggravating thing to find, since she’s a larger dog but super slim.

Finally, I found it. I quickly plugged in my credit card number and off it went to Prime delivery.

The description was simple. Red, wool-knit dog sweater. Prime 2 day eligible.  It wasn’t fancy, it was direct. And that’s my point.

Sometimes, in content creation and copywriting, some folks get a little carried away. I understand the excitement. I’m a marketing nerd. But too often, I see content that’s just…over the top. An attempt to be so creative and clever that the message gets lost.

We want to be creative in copywriting, when we can. But the most important thing in writing good copy is being clear and direct.

Like with the sweater. They didn’t say “Chic rouge sweater that will cleanse your dog’s aura and transport her mind to another place.” It just said wool-knit sweater that will keep your dog warm.

And that’s what I was looking for. And that’s what we’re all looking for, really. Not the dog sweater. But, can you fulfill their want or desire?

Today’s world is fast-moving. There’s endless amounts of content to consume. And that means lots of noise. Lots of (insert field) wizards, and magical, life-altering whatsits.

You don’t need all that fluff to write great copy. In fact, it’s better if you don’t.

To write great copy, remember this: clarity beats clever. Every. Time.

People are scanning and scrolling for someone that can fill their need or want, whatever that may be. They’re not looking to decode what you’re offering underneath the ultra-clever messaging.

If they can’t quickly figure it out, they move on.

It’s okay if your tagline for your business or product isn’t something ultra-cutesy. If it’s a “doughnut delivery service in Boston” or “24 Hour Pet Daycare for Busy Pawrents.” Or something else that quickly and clearly gets to the point.

Because, sometimes a sweater to keep your dog warm is just a sweater to keep your dog warm.

P.S, the photo is her. Probably what I call a salad-dog (a dog that’s 11 different breeds). She looks like a Black Mountain Cur to me. But feel free to share your thoughts.

Why You Need Other Writers

Here’s a quick tip: other writers aren’t your competition.

Wait. What?

You read that right. A while back, I came across a blog that started out seeming to offer advice to other writers. But it quickly turned into something to the effect of: “I’m not willing to help you or talk about my story because you’re competition.”

When it comes to content, I think it’s important to create something that’s educational, entertaining, or useful in some way (or, ideally, all three). This just was….I’m not sure why it was written (for content strategy, your content should have a purpose!).

I felt for that writer. They seemed…. insecure? Stressed? At the very least, not in a good headspace.

So, I felt today it’s important to clarify, other writers aren’t your enemy. In fact, you need them.

I’d never have made my first 1K without other writers.

When you’re new in the game, you need guidance. Whether it’s from taking courses, reading blogs, or talking with other writers directly.

That’s not say your own grit and resilience has no role, it does. But you need to hear the stories of people who’ve been there. What they’ve learned works. And what doesn’t.

When I started out, I had a lot of questions. And sometimes, I still do. I signed up for a course, joined Facebook groups and…asked away. I think most of my messages started out with who, what, or why.

Many writers were so welcoming and supportive. One even referred me to someone else, which led to my first paid gig (thank you, Jennifer!)! Other writers gave me advice on what to do when a client won’t pay, how to pitch, or how to figure out rates.

Writing is a tight-knit community. You may end up guest posting on someone’s website, asking them for a referral, or you may just reach out when you have a difficult client and need to hear from someone who’s been there.

Don’t be afraid of other writers. Don’t shy away from swapping learning experiences, offering advice, or even sharing their work. I’ve shared work from other writers on my social media, especially when I think it’ll help you.

And definitely don’t feel threatened. Every writer has their own unique style, niche, and specializations. No one can write exactly like you.

As it is, we’re all pretty isolated these days. Don’t put yourself further out to sea by walling off other writers.

We’re all in this together. Striking out on a new career path or freelancing is hard. And it’s much harder if you’re trying go it alone. Be kind.

Transferable Skills Veterans can use for a Successful Writing Career

My father left the Marine Corps after 17 years of service. Honorably discharged, he set out to pursue his dream career.

Months passed. An uncomfortable chorus of crickets ensued. My dad ended up working at a box factory to help make ends meet. It was tough. And he wasn’t alone.

According to the Bureau of Labor Statistics, 18.8 million women and men in the workforce are veterans. And according to LinkedIn, about a third of veterans are underemployed.

But why? In short, it’s complicated. There’s a mixture of not understanding and undervaluing skills veterans acquire during their service. To top it off, veterans may face harmful stereotypes like lacking emotional intelligence (a skill critical for many careers) or being inflexible.

But the thing about stereotypes is that they’re not true. Veterans have tons of great skills that make them well suited for many careers. Including writing, which is what we’ll be focusing on here.

Here’s a few skills from your time in service that can be transferred to your new writing career:

Time Management

If you’re a writer, especially if you’re freelancing, you need to master time management.

As your own boss, you’re in charge of consistently meeting deadlines, invoicing clients, and pitching new projects.

And if you’re not a freelancer, you’ll still be a on a tight schedule. The world of writing is fast paced one. Doesn’t matter if you’re a content writer, freelance journalist, or grant writer. You’ll be juggling multiple tasks and competing deadlines that demand your attention.

Whether you’re freelancing or writing for a company’s marketing department, one of the most crucial elements to a writing career is to submit assignments on time.  If you can do that, you’ve already got a jumpstart on your new career.


So-and-so is a Democrat so I can’t work with him. She’s a Republican, how can we be on a team together? Or unaffiliated, does she just not care? Even at the highest levels of authority, we hear instances of people not only disliking each other, but refusing to work together because they disagree.

You don’t need me to tell you that in the military that wasn’t an option. People of all different backgrounds, rankings, and opinions worked together in your squadron or unit. Your lives and your country depended on it.

This is a great skill for a writing career. You must be diplomatic and savvy enough to work with people who don’t think like you.

I’m not saying that as a vegan you need to work at a meat packing plant or something else that fundamentally goes against your values. But you need to be able to work with people of different backgrounds, personnel levels, and varied opinions.

You might be meeting with the director of a company to talk about the social media calendar for the new year. Or maybe you’re writing grants for a bipartisan think tank and have to meet with people on both sides of the political spectrum.

Either way, no matter how your opinions align, you need to be diplomatic to work on a team or provide exceptional customer service to clients. And those are definitely skills you bring from your time in service. No matter your rank. No matter your branch.


You might be rolling your eyes because this is the most obvious one. Thinking back on my dad’s service, I can’t think of an instance where clear communication wasn’t needed. It was certainly the case as a pilot in Somalia. Or doing training exercises in a desert.

As a writer, you need to clearly communicate with your team and your clients. If you can’t begin your part of the project without a teammate submitting theirs, tactfully let them know.

If you’re freelancing, you’ll need to lay out clear timelines and answer any questions from a client or potential lead.

And you need to be able to write in a way that the reader or target audience can understand. Think less William Shakespeare and more Hemingway or Rowling.

Even if your specific job or duties didn’t entail writing 20 pages of reports, chances are you used communication skills daily. And that’s a soft skill with a big payoff for writing careers.

Problem Solving

As our school’s geology department said, shift happens (okay, they didn’t, but you fill in the blank). And when writing…. stuff definitely happens.

Suddenly, a team member ghosts you 3 days before a big project is due.  A client who loved your grant application yesterday suddenly hates it today. And has, in fact, changed it to something you know is bad writing. Or there’s a global event and you suddenly need to write a press release for your company in less than an hour.

As I said earlier, the world of writing is a fast one. And you need to be able to make smart decisions quickly on your feet. Problem solving is going to be the bane of your existence as a writer.

And you’re probably nodding your head. Because it was also the bane of your existence in the service. Whether you were in charge of inventory, carrying out a mission in real time, or doing an exercise in the officer’s academy, you have problem solving skills. You had to take a situation, analyze it, and quickly determine the best solution.

The Bottom Line

These are just a few skills that you bring from your time in service to the writing field. And there’s probably even more than you realize. Sit down and make a list of everything you’ve accomplished. Think of all the skills you used to make that happen.

All of those accomplishments are things you can transfer to your civilian writing job. You will have to take time to clearly translate it. To spell it out so it seems overly obvious.

 It’s frustrating, I know. Because you have so much to offer, and for some reason, people don’t seem to see it. But you know it, and I know it. Have patience, be persistent.

And if an employer is truly giving you grief about your military service, know that there are laws that protect you from job discrimination. Whether you’re pursuing writing or something else, know your rights, and report discrimination to the appropriate authorities.

What My College Experience Taught Me About Copywriting

It was 2 a.m and I was standing in the pouring rain.

I was in college at a Relay for Life event. I’d co-founded a fundraising team with my childhood friend, Brianna.

Our team had placed into the top three for money raised. With zero experience.

I mean zippo. Zilch.

How did we succeed in fundraising as two sleep-deprived college students?

Maybe you’re thinking we baked our tushies off.

Nope. I mean, we did, but that didn’t bring in profits (maybe we needed to up our cupcake game?).

Or maybe you think we knocked on doors.

Wrong again! We’re both introverts! Mwahaha.

Instead, we did this:

We tapped into a key skill. A skill everyone can tune into. That doesn’t require a degree. One I still carry with me in copywriting. And one you need to hone, too, to see writing success.


Empathy was our breakthrough for fundraising. It’s how we raised more money online than at any bake sale.

Empathy, too often, gets a bad rap.

It’s equated with being too sensitive or squishy. Or crying when the dog dies in a movie. But that’s not it (okay, I do cry when the dog dies in a movie. Anyway…).

Empathy is something we all possess (unless you’re a psychopath). And we all need to flex our empathy skills to succeed in copywriting. Or if you’re a business owner trying to write your own copy.

In our case, we wrote our stories on our fundraising pages. We did outreach. I remember speaking to a group of people about losing my father at 13. We told people about how the disease affected us personally.

We wrote about our desire to help anyone battling cancer get the care they need.

Our dream for a cancer-free world.

People connected with that. Sometimes sharing with us their own personal stories of battles with cancer or losing a loved one.

It was empathy that allowed us to develop a relationship with our audience in a way reports and statistics can’t.

And the same applies to copywriting.

While you don’t need to drop thousands of dollars on copywriting classes, you 100% need empathy to succeed as a copywriter.

Without it, you’re going to struggle writing effective copy.

Ask yourself, what keeps your ideal customer up at night?

Most likely, it’s not “captivating messaging to optimize their website experience.”

It’s probably something like, “How am I going to keep up with the cupcake business while home-schooling the kids in a pandemic? Will my business survive?”

Make sure your writing speaks to them directly. Show clients that you understand their pain points and that you are the one to help them.

If you’re empathetic, you can succeed in copywriting. If not… it’s going to be a tough road.

Over to you. Are you a Copywriter? What skill do you think is essential to copywriting success?

How those old letters can improve your copywriting

When’s the last time you got something in the mail?

What was it? A new Amazon delivery of toilet paper? A box of quarantine chocolates? Or maybe a letter (remember those?)?

As a kid, I loved getting the mail. I’d immediately look for letters from my grandparents or my globe-trotting aunt. The envelope would have my name on it. Not my parents. Or anyone else. It was written to me.

Letter writing actually teaches an important aspect of good web copy.

Good web copy, like a hand-written letter, is specific.

No, true, you’re not writing to Caitlin, but you’re writing to your audience.

Just like you can’t send a letter to anyone, you need to know who your audience is before you write a single word of copy.

Who are they? Is it active-duty moms, mom-bloggers, or baby boomers looking to retire abroad?

Think about who your ideal customer, client or donor is, and write to them directly.

Don’t write to everyone. This might be tempting, but is the kiss of death to good copy. You’ll end up with bland, vague, web content.

And if your audience can’t quickly connect with you in those first few sentences, they’ll move on to someone else.

Vague, general copy doesn’t stand out. It doesn’t grab the attention of your clientele. Instead, it’s the equivalent of that guy in high school who sent the same message to 20 girls asking them to the prom.

And chances are you don’t want to work with everyone (and their mother). If your ideal client is a baby boomer looking to retire to the coast of France, you probably won’t be thrilled working with a 19-year old looking to backpack across Asia for their gap year.

It has nothing to do with you being polite, but the crux of what your business is all about and who you serve.

In the online world, you have just a few seconds to get someone’s attention and persuade them to keep reading. Write in a clear, deliberate way that speaks to them, their problems, and their desires.

Remember, if you write to everyone, you’ll write to no one. Always write with your audience in mind.

Now, over to you. Are you writing your web copy? How is it going for you?

This Content Mistake Is Costing You

A family member asked me to revise their cover letter. Within a minute, I saw the problem.

A big, blob of tiny black text. And long.

We’ve all done it. The epic long, Homer’s Odyssey (which could’ve definitely been shorter) cover letter, report, or article piece. The content is just too long. It plagues even the best of writers.

But it’s not your fault.

Think back to school. Reading East of Eden or academic works. Or writing your research paper that must be 8-10 pages. So, what do you do? Try and cram as many extra words as possible into your sentences to take up the page.

Oh, don’t deny it. I taught.

Over time, we develop a deeply ingrained habit of making things unnecessarily lengthy. And it’s a bad one. Especially in our digital world.

Attention spans are shrinking. People aren’t reading word-for-word or left to right. They scroll and scan from their phones.

To write successful content, you need to keep it short. This is especially crucial for social media but applies to any online content. Anecdotally, I’ve found that the shorter my cover letter, the more likely it is to get read.

I’m not advocating for “caveman” speak. It still needs to make sense. But when you edit you need to cut out extra words, tangents, or additional topics (i.e: if you’re writing tips for bringing home your new kitten, don’t start talking about dogs.).

These have a way of sneaking into our writing. They suck the power out of your copy. With so much content out there competing for attention, readers may scroll by.

Keep it brief.

Writing Garbage

Welcome to Writer Wednesday, a series about quick copy fixes for your content. Subscribe to my blog to get the latest copy editing tips.

Writing Garbage

There it is, staring you in the face.

The blank page. “What’s on your mind?”, your favorite #socialmedia site asks.

Nothing? Cat memes? Take a deep breath and start anyway.

You successfully push through the struggle that is writer’s block. It’s finished. Like Frodo at the volcano, it’s all over! Triumphant, you read that first draft and it’s…..not good. Some might even say, terrible.

How are you feeling? Displeased? Ignore the scream rising in your throat chakra, and let me restore your chi with this sound piece of advice:

“Write garbage, as long as you edit brilliantly.” – C.J Cherryh (author of over 80 fiction novels, and knows a thing or two about #writing ).

I promise you this, your first draft will *always* be crap. Doesn’t matter if you’re a plant daddy or Ernest Hemingway. They’re called “rough drafts” for a reason (and it wasn’t because your teacher thought you were a terrible writer). I’d sooner throw my first draft out the window than publish it.

The purpose of your first draft is to get ideas from your brain to…the screen. It’s not about neatly placing each word and churning out perfect #content the first time. If that was the case, I’d never write a single word.

The secret is in the editing. This holds true if you’re a content writer, copywriter, or a student trying to finally finish that research paper. Proofread like it’s nobody’s business. Be merciless with bad copy and typos. Cut out sentence-sucking globs of words (more on that later).

Take the time to carefully read through each sentence. Although garbage is perfectly acceptable for first drafts, if you don’t edit you *will* struggle as a writer.

So, go ahead. Write filthy garbage. As long as you edit ruthlessly.