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09 Feb

We Are The Culture Makers

Popular | The Meaning of Life | We Are The Culture Makers

What’s a Culture Maker? You don’t have to have a fancy title or an artsy career to be a culture-maker (but you can if you want to!). When you get brave and go first and...

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The Meaning of Life

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Every week, I send you a

Sunday Love Letter

I write them so that…

You remember your culture-making power
You have the inspiration + tools you need to grow a business that generates money AND justice

Let’s create a future in which we all flourish.

Are you in?

My work is about getting free & flourishing.⠀ It

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="My work is about getting free & flourishing.⠀ It's about doing our work - and our lives! - on our terms.⠀ It's about creating more impact & less harm.⠀ It's about bending our culture towards justice.⠀ ⠀ That's why I want to divest of the marketing formula I call "The Female Lifestyle Empowerment Brand". ⠀ ⠀ FLEB teaches us to perform femininity & leverage privilege in order to manufacture authority.⠀ ⠀ I don't want to lead with any of those things.⠀ ⠀ I don't want to feel compelled to build authority by showing you my living room (or clear the laundry off the sofa before I snap that "candid" pic.)⠀ ⠀ I want to be known for my WORK.⠀ Not my hair.⠀ Not my vacations.⠀ Not my décor.⠀ ⠀ But I DO also want to talk about women's real lives and caregiving. That's part of my work.⠀ ⠀ Part of my culture-making is my parenting.⠀ I am raising free children.⠀ ⠀ Part of my culture-making is to break down the artificial divisions that have been imposed on our lives.⠀ ⠀ I am a brilliant professional AND I am a brilliant mother, and the two things reinforce each other.⠀ ⠀ I don't have to hide one to do the other. ⠀ ⠀ And when I don't, I create more space for other parents to do that, too.⠀ ⠀ That's why I'm showing you these pics from a live workshop a few years ago (remember in person events? Sigh).⠀ ⠀ I had my baby on my hip for the beginning & end of that class.⠀ ⠀ Because I don't need to erase my life in order to contribute my work.⠀ ⠀ I get to do my life & my work, my way.⠀ ⠀ And so do you.⠀ ⠀ "Lifestyle Marketing" and "The Female Lifestyle Empowerment Brand" insist that we emphasize our personal lives rather than our work, in order to build authority.⠀ ⠀ But we don't have to do it that way.⠀ ⠀ We don't have to draw those artificial lines (life/work) in our lives.⠀ ⠀ We can show up with OUR CULTURE-MAKING WORK -- all of it! -- instead.⠀ ⠀ Instead of leveraging our lifestyles, let's lead with our work.⠀ ⠀ (And yep, the sphere of my 'work' is so much bigger than my 'paid professional activities')⠀ ⠀ PRACTICALLY SPEAKING: that means on social media and IN YOUR COPY, tell stories about your work. Over & over again. ⠀ ⠀ Lead with your work & you'll get known for your work.">

You know that 2-step #FeministCopywriting process

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="You know that 2-step #FeministCopywriting process I just explained?⁠⠀ ⁠⠀ Step 1 - Name the Vision/Shared Value⁠⠀ Step 2 - Name the Villain (and it's NOT your client)⁠⠀ ⁠⠀ These slides are examples of what that copy ends up looking like, in practice.⁠⠀ ⁠⠀ 🌺🌺🌺⁠⠀ ⁠⠀ I'm Kelly Diels and I'm a feminist marketing teacher.⁠⠀⁠⠀ ⁠⠀⁠⠀ I've developed a non-exploitative approach to creating online content & sales copy that I call #FeministCopywriting. ⁠⠀⁠⠀ ⁠⠀⁠⠀ Interested in learning how to do this in YOUR copy?⁠⠀ I invite you to check out the link in my profile :)⁠⠀⁠⠀ ⁠⠀⁠⠀ #feministmarketing #feministcoaching #onlinecopywriting #nameyourvision #womenentrepreneurs #itsnotbusinessasusual #copywriting #contentmarketing⁠">

We CAN write copy that anchors people in their pow

We CAN write copy that anchors people in their power.⠀
⠀
We CAN write copy that invokes vision & inspires us to take action.⠀
⠀
Our words have that power.⠀
⠀
As @darlaantoine writes, "It's called spell-ing for a reason."⠀
⠀
And...that's not what traditional copywriting teaches us to do.⠀
⠀
Conventional copywriting formulas teach us to:⠀
⠀
😡Press pain points (aka activate trauma)⠀
😡Gaslight our clients into thinking they're the problem⠀
😡Use unconscious social triggers (aka social conditions aka INEQUITY) to get people to buy. (They buy to get out of the shame state we're supposed to induce)⠀
⠀
In other words: traditional copywriting leverages trauma & oppressive social conditions to create profit.⠀
⠀
And that? That's not my work in the world.⠀
⠀
But nope, we do NOT have to do it that way.⠀
⠀
We can use a feminist approach to copywriting that⠀
🌺Leads with values & vision⠀
🌺Activates our power (rather than triggering shame)⠀
🌺Calls a thing A Thing (instead of gaslighting us)⠀
🌺Facilitates CONSCIOUS decisions. ⠀
⠀
Yesterday I taught that the first sentence/paragraph of all your copy should be a vision/shared statement.⠀
⠀
Last week, I taught that we need to name all the parts of our work -- including the real "Villain" causing the problem.⠀
The Villain can be social conditions, oppression, institutions, patterns of behaviour, norms. Whatever you see getting in the way of your client, name that. That's the real Villain.⠀
⠀
Those are steps 1 & 2 for creating EVERY piece of copy, from social media captions to sales pages to about pages...⠀
⠀
STEP 1. First Sentence/Paragraph: Name the shared value/vision. Tell us what's on the other side. Anchor us in our values & our power to make that vision a reality.⠀
⠀
STEP 2. Second Sentence/Paragraph: Now that we're grounded in our power & values, name the actual problem (it's not US!). Call a thing a thing. NAME THE VILLAIN.⠀
⠀
By first anchoring us in our power & shared values, now we can observe the external Villain and consciously decide what we want to do about it.⠀
⠀
That's how we write for liberation, power & action.
⠀
That's how we bake justice into our words, our copy AND our businesses. #feministcopywriting

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="We CAN write copy that anchors people in their power.⠀ ⠀ We CAN write copy that invokes vision & inspires us to take action.⠀ ⠀ Our words have that power.⠀ ⠀ As @darlaantoine writes, "It's called spell-ing for a reason."⠀ ⠀ And...that's not what traditional copywriting teaches us to do.⠀ ⠀ Conventional copywriting formulas teach us to:⠀ ⠀ 😡Press pain points (aka activate trauma)⠀ 😡Gaslight our clients into thinking they're the problem⠀ 😡Use unconscious social triggers (aka social conditions aka INEQUITY) to get people to buy. (They buy to get out of the shame state we're supposed to induce)⠀ ⠀ In other words: traditional copywriting leverages trauma & oppressive social conditions to create profit.⠀ ⠀ And that? That's not my work in the world.⠀ ⠀ But nope, we do NOT have to do it that way.⠀ ⠀ We can use a feminist approach to copywriting that⠀ 🌺Leads with values & vision⠀ 🌺Activates our power (rather than triggering shame)⠀ 🌺Calls a thing A Thing (instead of gaslighting us)⠀ 🌺Facilitates CONSCIOUS decisions. ⠀ ⠀ Yesterday I taught that the first sentence/paragraph of all your copy should be a vision/shared statement.⠀ ⠀ Last week, I taught that we need to name all the parts of our work -- including the real "Villain" causing the problem.⠀ The Villain can be social conditions, oppression, institutions, patterns of behaviour, norms. Whatever you see getting in the way of your client, name that. That's the real Villain.⠀ ⠀ Those are steps 1 & 2 for creating EVERY piece of copy, from social media captions to sales pages to about pages...⠀ ⠀ STEP 1. First Sentence/Paragraph: Name the shared value/vision. Tell us what's on the other side. Anchor us in our values & our power to make that vision a reality.⠀ ⠀ STEP 2. Second Sentence/Paragraph: Now that we're grounded in our power & values, name the actual problem (it's not US!). Call a thing a thing. NAME THE VILLAIN.⠀ ⠀ By first anchoring us in our power & shared values, now we can observe the external Villain and consciously decide what we want to do about it.⠀ ⠀ That's how we write for liberation, power & action. ⠀ That's how we bake justice into our words, our copy AND our businesses. #feministcopywriting">

How to Lead with Vision + Value in your Copy⁠⠀

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="How to Lead with Vision + Value in your Copy⁠⠀ ⁠⠀ Building on yesterday's lesson...⁠⠀ ⁠⠀ In the slides, you’ll find practical free-writing prompts that can help you tap into your Vision or unearth the shared value.⁠⠀ ⁠⠀ I recommend setting a timer for 7-9 minutes and free-writing on the prompt you most connect with.⁠⠀ ⁠⠀ Keep the pen moving for the entire period (run out of ideas? Just write "blah blah blah" until they come back. Just keep the pen in motion so that you're inviting them back.)⁠⠀ ⁠⠀ The visionary words that flow from these prompts can be used as:⁠⠀ ⁠⠀ 🌺The first words on your home page⁠⠀ 🌺The first sentence/paragraph/section of a sales page⁠⠀ 🌺The heading or first paragraph of your About page⁠⠀ 🌺The first line of your social media caption/post⁠⠀ 🌺The intro to ANY and ALL copy you write⁠⠀ ⁠⠀ After you vision-cast with us, then yes go ahead and bear loving witness to the problem we're facing. ⁠⠀ ⁠⠀ (and remind us that we are not the problem!!)⁠⠀ ⁠⠀ Explain to us how that problem undermines the vision and shared value that's so important to us.⁠⠀ ⁠⠀ But first lead with values and vision.⁠⠀ 🌺🌺🌺Get us into our power and possibilities.🌺🌺🌺⁠⠀ ⁠⠀ {{This #feministcopywriting approach of leading with values and vision is literally the opposite of traditional copywriting which teaches us to trigger people into pain and shame}}⁠⠀ ⁠⠀ ----⁠⠀ I'm Kelly Diels and I'm a feminist marketing teacher.⁠⠀ ⁠⠀ I've developed a non-exploitative approach to creating online content & sales copy that I call #FeministCopywriting. ⁠⠀ ⁠⠀ Interested in learning how to do this in YOUR copy? I invite you to check out the link in my profile :)⁠⠀ ⁠⠀ #feministmarketing #feministcoaching #onlinecopywriting #nameyourvision #womenentrepreneurs #itsnotbusinessasusual #copywriting #contentmarketing⁠">

DAY 1 -- Lead with Values & Vision⁠⠀ ⁠⠀ WE

DAY 1 -- Lead with Values & Vision⁠⠀
⁠⠀
WE ARE THE CULTURE MAKERS⁠⠀
⁠⠀
The feminist entrepreneurs and culture-makers I work with do creative & transformational work. ⁠⠀
⁠⠀
They facilitate healing, empowerment, community-building, resource-growing & liberation.⁠⠀
⁠⠀
They support people in building out their capacities to make deliberate, sovereign decisions and growing the resources we need to grow a future in which we all flourish.⁠⠀
⁠⠀
That's the vision we're moving towards, together: FLOURISHING.⁠⠀
⁠⠀
Is this your work and your dream, too? Is your heart answering yes? Is your curiosity piqued?⁠⠀
⁠⠀
That's the power of leading with values and vision.⁠⠀
⁠⠀
You activate people's curiosity, care and POWER.⁠⠀
⁠⠀
When they're in their power, they can feel their own possibilities and make informed, DELIBERATE decisions about their next step.⁠⠀
⁠⠀
That's very different than immediately activating someone's pain & shame to SUBCONSCIOUSLY trigger them into buying.⁠⠀
⁠⠀
Which is what conventional copywriting formulas teach us to do: lead with problems, activate people's trauma & shame, so that they buy because they're subconsciously trying to de-escalate their pain.⁠⠀
⁠⠀
So, to write your copy from a place of justice, flip the script.⁠⠀
⁠⠀
Instead of leading with pain & shame, lead with values & vision.⁠⠀
⁠⠀
Invite people into their power & informed decision-making.⁠⠀
⁠⠀
AND. ⁠⠀
⁠⠀
The Center for Community Change did research on political messaging in particular and found that when messages lead with shared values & vision, people are more likely to take (informed) action than when messages start with problems, pain & shame.⁠⠀
⁠⠀
So...this feminist approach to copywriting is EFFECTIVE.⁠⠀
⁠⠀
So YES WE CAN divest of exploitative marketing methods AND STILL BUILD FLOURISHING BUSINESSES. #moneyandjustice⁠⠀
⁠⠀
THE PRACTICAL LESSON:⁠⠀
Whenever you write ANYTHING, start with vision & shared values. It might be a sentence, it might be a paragraph, it might be a whole section. But start there, always.⁠⠀
⁠⠀
--⁠⠀
I teach feminist copywriting. Link in bio to learn more. xo⁠⠀
⁠⠀
⁠⠀
⁠⠀
⁠⠀
⁠⠀
⁠⠀

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My work is about getting free & flourishing.⠀ It

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="My work is about getting free & flourishing.⠀ It's about doing our work - and our lives! - on our terms.⠀ It's about creating more impact & less harm.⠀ It's about bending our culture towards justice.⠀ ⠀ That's why I want to divest of the marketing formula I call "The Female Lifestyle Empowerment Brand". ⠀ ⠀ FLEB teaches us to perform femininity & leverage privilege in order to manufacture authority.⠀ ⠀ I don't want to lead with any of those things.⠀ ⠀ I don't want to feel compelled to build authority by showing you my living room (or clear the laundry off the sofa before I snap that "candid" pic.)⠀ ⠀ I want to be known for my WORK.⠀ Not my hair.⠀ Not my vacations.⠀ Not my décor.⠀ ⠀ But I DO also want to talk about women's real lives and caregiving. That's part of my work.⠀ ⠀ Part of my culture-making is my parenting.⠀ I am raising free children.⠀ ⠀ Part of my culture-making is to break down the artificial divisions that have been imposed on our lives.⠀ ⠀ I am a brilliant professional AND I am a brilliant mother, and the two things reinforce each other.⠀ ⠀ I don't have to hide one to do the other. ⠀ ⠀ And when I don't, I create more space for other parents to do that, too.⠀ ⠀ That's why I'm showing you these pics from a live workshop a few years ago (remember in person events? Sigh).⠀ ⠀ I had my baby on my hip for the beginning & end of that class.⠀ ⠀ Because I don't need to erase my life in order to contribute my work.⠀ ⠀ I get to do my life & my work, my way.⠀ ⠀ And so do you.⠀ ⠀ "Lifestyle Marketing" and "The Female Lifestyle Empowerment Brand" insist that we emphasize our personal lives rather than our work, in order to build authority.⠀ ⠀ But we don't have to do it that way.⠀ ⠀ We don't have to draw those artificial lines (life/work) in our lives.⠀ ⠀ We can show up with OUR CULTURE-MAKING WORK -- all of it! -- instead.⠀ ⠀ Instead of leveraging our lifestyles, let's lead with our work.⠀ ⠀ (And yep, the sphere of my 'work' is so much bigger than my 'paid professional activities')⠀ ⠀ PRACTICALLY SPEAKING: that means on social media and IN YOUR COPY, tell stories about your work. Over & over again. ⠀ ⠀ Lead with your work & you'll get known for your work.">

You know that 2-step #FeministCopywriting process

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="You know that 2-step #FeministCopywriting process I just explained?⁠⠀ ⁠⠀ Step 1 - Name the Vision/Shared Value⁠⠀ Step 2 - Name the Villain (and it's NOT your client)⁠⠀ ⁠⠀ These slides are examples of what that copy ends up looking like, in practice.⁠⠀ ⁠⠀ 🌺🌺🌺⁠⠀ ⁠⠀ I'm Kelly Diels and I'm a feminist marketing teacher.⁠⠀⁠⠀ ⁠⠀⁠⠀ I've developed a non-exploitative approach to creating online content & sales copy that I call #FeministCopywriting. ⁠⠀⁠⠀ ⁠⠀⁠⠀ Interested in learning how to do this in YOUR copy?⁠⠀ I invite you to check out the link in my profile :)⁠⠀⁠⠀ ⁠⠀⁠⠀ #feministmarketing #feministcoaching #onlinecopywriting #nameyourvision #womenentrepreneurs #itsnotbusinessasusual #copywriting #contentmarketing⁠">

We CAN write copy that anchors people in their pow

We CAN write copy that anchors people in their power.⠀
⠀
We CAN write copy that invokes vision & inspires us to take action.⠀
⠀
Our words have that power.⠀
⠀
As @darlaantoine writes, "It's called spell-ing for a reason."⠀
⠀
And...that's not what traditional copywriting teaches us to do.⠀
⠀
Conventional copywriting formulas teach us to:⠀
⠀
😡Press pain points (aka activate trauma)⠀
😡Gaslight our clients into thinking they're the problem⠀
😡Use unconscious social triggers (aka social conditions aka INEQUITY) to get people to buy. (They buy to get out of the shame state we're supposed to induce)⠀
⠀
In other words: traditional copywriting leverages trauma & oppressive social conditions to create profit.⠀
⠀
And that? That's not my work in the world.⠀
⠀
But nope, we do NOT have to do it that way.⠀
⠀
We can use a feminist approach to copywriting that⠀
🌺Leads with values & vision⠀
🌺Activates our power (rather than triggering shame)⠀
🌺Calls a thing A Thing (instead of gaslighting us)⠀
🌺Facilitates CONSCIOUS decisions. ⠀
⠀
Yesterday I taught that the first sentence/paragraph of all your copy should be a vision/shared statement.⠀
⠀
Last week, I taught that we need to name all the parts of our work -- including the real "Villain" causing the problem.⠀
The Villain can be social conditions, oppression, institutions, patterns of behaviour, norms. Whatever you see getting in the way of your client, name that. That's the real Villain.⠀
⠀
Those are steps 1 & 2 for creating EVERY piece of copy, from social media captions to sales pages to about pages...⠀
⠀
STEP 1. First Sentence/Paragraph: Name the shared value/vision. Tell us what's on the other side. Anchor us in our values & our power to make that vision a reality.⠀
⠀
STEP 2. Second Sentence/Paragraph: Now that we're grounded in our power & values, name the actual problem (it's not US!). Call a thing a thing. NAME THE VILLAIN.⠀
⠀
By first anchoring us in our power & shared values, now we can observe the external Villain and consciously decide what we want to do about it.⠀
⠀
That's how we write for liberation, power & action.
⠀
That's how we bake justice into our words, our copy AND our businesses. #feministcopywriting

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="We CAN write copy that anchors people in their power.⠀ ⠀ We CAN write copy that invokes vision & inspires us to take action.⠀ ⠀ Our words have that power.⠀ ⠀ As @darlaantoine writes, "It's called spell-ing for a reason."⠀ ⠀ And...that's not what traditional copywriting teaches us to do.⠀ ⠀ Conventional copywriting formulas teach us to:⠀ ⠀ 😡Press pain points (aka activate trauma)⠀ 😡Gaslight our clients into thinking they're the problem⠀ 😡Use unconscious social triggers (aka social conditions aka INEQUITY) to get people to buy. (They buy to get out of the shame state we're supposed to induce)⠀ ⠀ In other words: traditional copywriting leverages trauma & oppressive social conditions to create profit.⠀ ⠀ And that? That's not my work in the world.⠀ ⠀ But nope, we do NOT have to do it that way.⠀ ⠀ We can use a feminist approach to copywriting that⠀ 🌺Leads with values & vision⠀ 🌺Activates our power (rather than triggering shame)⠀ 🌺Calls a thing A Thing (instead of gaslighting us)⠀ 🌺Facilitates CONSCIOUS decisions. ⠀ ⠀ Yesterday I taught that the first sentence/paragraph of all your copy should be a vision/shared statement.⠀ ⠀ Last week, I taught that we need to name all the parts of our work -- including the real "Villain" causing the problem.⠀ The Villain can be social conditions, oppression, institutions, patterns of behaviour, norms. Whatever you see getting in the way of your client, name that. That's the real Villain.⠀ ⠀ Those are steps 1 & 2 for creating EVERY piece of copy, from social media captions to sales pages to about pages...⠀ ⠀ STEP 1. First Sentence/Paragraph: Name the shared value/vision. Tell us what's on the other side. Anchor us in our values & our power to make that vision a reality.⠀ ⠀ STEP 2. Second Sentence/Paragraph: Now that we're grounded in our power & values, name the actual problem (it's not US!). Call a thing a thing. NAME THE VILLAIN.⠀ ⠀ By first anchoring us in our power & shared values, now we can observe the external Villain and consciously decide what we want to do about it.⠀ ⠀ That's how we write for liberation, power & action. ⠀ That's how we bake justice into our words, our copy AND our businesses. #feministcopywriting">

How to Lead with Vision + Value in your Copy⁠⠀

<img src="https://www.kellydiels.com/wp-content/plugins/instagram-feed/img/placeholder.png" alt="How to Lead with Vision + Value in your Copy⁠⠀ ⁠⠀ Building on yesterday's lesson...⁠⠀ ⁠⠀ In the slides, you’ll find practical free-writing prompts that can help you tap into your Vision or unearth the shared value.⁠⠀ ⁠⠀ I recommend setting a timer for 7-9 minutes and free-writing on the prompt you most connect with.⁠⠀ ⁠⠀ Keep the pen moving for the entire period (run out of ideas? Just write "blah blah blah" until they come back. Just keep the pen in motion so that you're inviting them back.)⁠⠀ ⁠⠀ The visionary words that flow from these prompts can be used as:⁠⠀ ⁠⠀ 🌺The first words on your home page⁠⠀ 🌺The first sentence/paragraph/section of a sales page⁠⠀ 🌺The heading or first paragraph of your About page⁠⠀ 🌺The first line of your social media caption/post⁠⠀ 🌺The intro to ANY and ALL copy you write⁠⠀ ⁠⠀ After you vision-cast with us, then yes go ahead and bear loving witness to the problem we're facing. ⁠⠀ ⁠⠀ (and remind us that we are not the problem!!)⁠⠀ ⁠⠀ Explain to us how that problem undermines the vision and shared value that's so important to us.⁠⠀ ⁠⠀ But first lead with values and vision.⁠⠀ 🌺🌺🌺Get us into our power and possibilities.🌺🌺🌺⁠⠀ ⁠⠀ {{This #feministcopywriting approach of leading with values and vision is literally the opposite of traditional copywriting which teaches us to trigger people into pain and shame}}⁠⠀ ⁠⠀ ----⁠⠀ I'm Kelly Diels and I'm a feminist marketing teacher.⁠⠀ ⁠⠀ I've developed a non-exploitative approach to creating online content & sales copy that I call #FeministCopywriting. ⁠⠀ ⁠⠀ Interested in learning how to do this in YOUR copy? I invite you to check out the link in my profile :)⁠⠀ ⁠⠀ #feministmarketing #feministcoaching #onlinecopywriting #nameyourvision #womenentrepreneurs #itsnotbusinessasusual #copywriting #contentmarketing⁠">

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