Word Witchery 💫 for Culture-Changing Brands - RED BALLOON STATION

RED BALLOON STATION

The First Thing You Should Check Before Tweaking Your Messaging

10/1/2025

When someone tells me they’re struggling with their messaging, the first thing I do isn’t edit their copy or give them new frameworks. Instead, I ask them:

“What is your brand archetype. And your ideal client’s archetype?”

Your brand archetype isn’t just a fun label—it’s a lens for understanding how you show up, the tone you naturally carry, and the way you attract people. It determines whether your messaging feels authentic or forced, inspiring or off-putting.

Your ideal client’s archetype is equally important. They have a worldview, motivations, and fears that shape how they interpret your message. Messaging that resonates with them isn’t about fancy language—it’s about speaking in a way that aligns with how they experience the world.

Let's talk about why this all matters.

Are You Speaking Too Broadly in Your Copy? Here’s How to Fix It

4/21/2025

If you’re a coach or entrepreneur and you regularly use words like:

✨ “Empowered”
✨ “Authentic”
✨ “Aligned”
✨ “Confidence”
✨ “Impact”
✨ “Transformational”

...you’re not doing anything wrong—in fact, you’re probably trying to attract values-aligned clients who feel those words in their bones.

But when those words are floating around without context, story, or specifics, they start to blur together. Your audience can’t always tell what you mean—and that creates confusion, not connection.

Is Your Message Polarizing Enough?

3/14/2025

As a recovering people pleaser, eldest daughter, and natural diplomat, it’s not in my nature to be too polarizing. Walking the middle line was my default for a long time. So to be an effective copywriter and messaging strategist, I’ve had to step out of my comfort zone (much easier to do when writing other people’s copy than for myself).

And that’s because safe messaging is forgettable. And forgettable messaging doesn’t sell.

The Costly Mistake New Business Owners Make with Their Website

3/14/2025

I see this time and time again...

New clients come to me for email marketing support after having just finished creating their website.

But there's one costly problem...

Let's discuss how to save you a headache and some money.

Are you being specific enough? Here's how to tell...

3/1/2025

One of the biggest mistakes I see business owners make in their copy and messaging? They think they’re being clear and specific—but they’re not.

They use words like impactful, innovative, or results-driven, assuming their audience will just get what they mean. But here’s the problem: vague language doesn’t connect. It doesn’t paint a picture, spark curiosity, or make your audience feel anything.

And if your audience doesn’t feel something? They won’t take action.

So how do you know if you’re being specific enough? Try this:

So You’ve Trained ChatGPT to Master Your Brand Voice…Now What?

1/30/2025

I love when people lean over to me like they're about to tell me a secret, and with a guilty shrug say, “I can just have ChatGPT write my website–it does a good enough job.”

Friend, good enough is not going to get you very far.

Personally, I use ChatGPT all the time—for efficiency. But what ChatGPT can’t do is strategize—even if you ask it to and even if what it comes up with sounds good (and trust me, I’ve asked).

Sure, ChatGPT can spit out a sequence of emails in seconds. But do they actually make people want to open them? Click? Buy? Or do they just sound... fine?

Does ChatGPT truly understand your DEI lens and the cultural nuances that make your brand unique? Can ChatGPT really know your Ideal Client the way you do?

Why They’re Not Converting (Even When They’re Loving Your Posts)

1/8/2025

You know that feeling when you pour your heart into a post, hit "share," and watch the engagement roll in?

The likes, the comments, the “I love how personal this is” or “Your vulnerability is so powerful” messages?

It’s proof you’re doing something right.

You’re telling your story.
You’re being vulnerable.
You’re showing up as you.

And yet… crickets when it comes to sales or DMs asking how they can work with you.

Why?

The common mistake people make when using personal storytelling in their marketing strategy

7/17/2024

The #1 mistake people make when engaging in personal storytelling as part of their marketing strategy is that they make it all about themselves when really…

It’s not about you, it’s about them.

It’s about your audience.

Because you’re here to serve them.

Even I have to check my stories and adjust them sometimes, because our personal stories are examples of the message we’re trying to convey, but they’re not the story.

Am I making sense or am I sounding like Shakesepeare?

So the next time you go to share a personal story on your social platforms or in your own newsletter or blog, consider the following...

Tips for writing with a multicultural lens.

7/11/2024

Recently, there have been a couple of articles from the New York Times and Wall Street Journal about people refusing to take their shoes off at other people’s homes.

I found these articles quite jarring and frankly offensive. The opinions come from a very colonial perspective--the idea that when you walk into someone's house they should automatically adjust their norms and lives to you.

This is exactly what early European colonizers did when they came to Turtle Island (aka the U.S.).

And I sometimes see this problem in business's messaging, so let's talk about writing from a multicultural and inclusive lens to avoid sounding obnoxiously entitled.

Why Marketing Needs a Rebrand

2/22/2024

Over the past week, I’ve had 3 people tell me that they HATE marketing. They’re staying away from it.

One person told me he prefers to build genuine relationships with people. Another told me she’s been misled by marketing schemes that she invested in for her business. And the third told me that when I say “marketing” it has that “ick” factor we all know marketing can be known for.

So, I don’t blame them for their reactions and feelings, and this is why I often say that marketing needs a rebrand.

Let’s talk about why, what marketing really is, and how to make sure your marketing does not repel your audience.