As much as I was loving WITCHY, I wondered if it was really the right word to use for my audience and the audience I want to attract. But I loved it so much, I tried to ignore that feeling. And when I finally shared it with my business coach, she pushed me to face what my gut had been trying to tell me all along. She told me that when she thinks of witches these days, she thinks of spiritual woo woo folks. And that wasn't where I was coming from at all. In fact, the reason I wanted to claim my "witchy era" was because the women accused of witchcraft throughout history were often targeted for being different, outspoken, or refusing to conform. For me, this was about reclaiming that word and bringing unapologetic feminine energy. And at Red Balloon Station, we're here to speak out, challenge status quos, and tell the truth. But my business coach pointed out a truth I needed to face: If I have to explain it that much, then it's too complicated. And she was right. Time to put my ego aside Just because I love an idea doesn't mean it's the right idea for my audience. I put together a quick 3-question survey and shared it with a couple of my communities to see what people think when they hear the word "witchy." The answers were actually a mixed bag. While no one saw witches the way I do—as women who speak out and the type the patriarchy fears and punishes—there were a handful who think of witchy as powerful, intuitive, unapologetic feminine energy. But others were in the same boat as my coach and think of spiritual woo woo-ness. And still others straight up think of negative associations. The fact that there's a mixed bag of responses is as clear a response as if everyone were to say they think of evil, negative, pointed hat and crooked nose witches. So I went back to the drawing board I did a whole lot of brainstorming on what I could replace WITCHY with, and I was so worried I wouldn’t be able to find something “as good” as I felt WITCHY was. The funny part though… is that what I've ultimately landed on seems like the most obvious choice, and I don't know why I didn’t think of it before: First we get SMART, then we make MAGIC. Magic is already interwoven into Red Balloon Station–from describing Red Balloon Station as a magical train station, to regularly using the word “magic,” and I offer Magic Hours. Even as I explained both frameworks to my business coach, I kept telling her that SMART was the story strategy, and WITCHY was how we really bring the magic out in our storytelling. The challenge was translating everything that WITCHY seemingly perfectly captured and building out a new acronym with MAGIC.With lots more brainstorming, I think I’ve figured it out; but honestly, I’m still sitting with it and will test it out with small audiences to see if it really lands. The lessons: 1. Even the best ideas need to serve our people first, not our egos. I loved WITCHY. Clearly, I was attached. But my love for it doesn't matter if it doesn't land with the people I'm trying to serve. 2. Messaging and marketing is constantly testing your words. There are no “perfect” words. And sometimes the best way to find the right words is to directly ask your audience. The survey gave me the clarity I needed to move forward. 3. No matter how much you love something, sometimes a little redirection brings you to something truly aligned. MAGIC feels better. It feels clearer. And it still captures everything I wanted to say—without the baggage. 4. Listen to your gut—it usually knows before your brain catches up. My gut was trying to tell me something from the start. I just needed to stop ignoring it long enough to actually listen. So here's my question for you: What idea are you holding onto right now that might need to be let go? If you're not sure—or if you know the answer but need help figuring out what comes next--let's talk about it in a Magic Hour. We'll look at your messaging, test what's landing (and what's not), and get you clarity on the words that actually serve your people. Let’s get magical. Stay curious, 🎈Justine Red Balloon Station is a creative hub for storytelling and brand messaging, dedicated to amplifying the voices of equity-driven Women of Color entrepreneurs and creatives. Through strategy, storytelling, and sales, we’re here to help you harness your own words and stories, forging meaningful connections with your dream audience and making a lasting impact on people, the planet, and culture.
Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and your Station Master/Chief Word Witch at Red Balloon Station bringing you strategic messaging and story-centered, conscious copywriting services. With a law degree and over a decade of experience making & writing movies that sell globally, I learned a thing or two about writing stories that sell. Now I’m here to give you a spoonful of strategy and conviction to make your words convert...in the most unforgettable way! Your story deserves to be told—by you. For too long, others have controlled the narrative, distorting the brilliance, resilience, and impact of Women of Color. But we’re here to change that, because you’re not just building a brand; you’re shaping culture, challenging the status quo, and creating a ripple effect of empathy, equity, and positive change. My job? To make sure your messaging reflects that power—clearly, confidently, and with staying power.
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