Social Wall

Wall of Love

is a money-making skill.⁠

In good times, in bad times,⁠
if you learn the skill of copywriting⁠
you can always make money.⁠

I learned how to copywrite in 2008.⁠
You know, in the middle of a recession.⁠
Thank ...goodness I did.⁠

I wrote my way out of poverty.⁠
Not 'broke'. POVERTY.⁠

And that's important.⁠
Money is important. ⁠
Having a thriving livelihood isn't a luxury, it is a necessity.⁠

And that's what I want for you.⁠

I want Culture Makers to Make Money.⁠

When you know how to use your words to sell⁠
-- without selling out your principles --⁠
you've got a forever-useable skill⁠
that can help you make money for yourself⁠
and others.⁠

And it doesn't have to be gross.⁠
Copywriting can be PRINCIPLED. It can be done through the lens of justice.⁠

I've developed a copywriting framework that does NOT press on pain points⁠
or shame and blame your client.⁠

It does NOT leverage privilege, manufacture authority, or create fake scarcity.⁠

Instead, we lead with Vision and Shared Values⁠

Then you learn specific copy tactics that dissolve shame⁠
and activate power in your readers⁠
so they can take DELIBERATE, conscious action⁠
(rather than being subconsciously triggered)⁠


When you know how to copywrite,⁠
you are sitting on a gold mine.⁠

Copywriting for Culture Makers is now enrolling.⁠⁠
or link in bio @kelly.diels to learn more

There's this narrative out there that says that being committed to justice will harm your business.⁠

I know from experience -- from working with thousands of feminist entrepreneurs and organizations -- that this is just not true.⁠

I know that when you invent ...language to describe lived experiences we don't have words for, you're making a cultural contribution. You're helping move us forward into a culture where all of our experiences are recognized and understood.⁠

You're co-creating the language of justice and the language of the future.⁠

AND...when you define language specific to your body of work, you make your work more concrete and tangible to your audience + clients. You SUBSTANTIATE it.⁠

That's a brand asset. That's good for business. That helps people say yes to your offers.⁠

Developing the language you need to explain your complex work is good culture-making AND it's good for business.⁠

That's why I've been teaching these mini-lessons here on IG this week to help you build your language and build out your body of work.⁠

Because we CAN build businesses around who we are, what we believe, and the future we're dreaming of.⁠

And when we do, we lead from our strengths and principles. ⁠

There's endless energy and passion there. There's wisdom there. There's invitation. There's SUBSTANCE and skill.⁠

And all of that is pure rocket fuel for our businesses and our culture-making.⁠


PS I send out a #SundayLoveLetter by email every week. Want to get yours, tomorrow? link in bio to subscribe ⁠

I'm Kelly Diels. I teach feminist entrepreneurs & culture-makers a new model for marketing and copywriting that is EFFECTIVE and non-exploitative. #feministcopywriting⁠ #MoreImpactLessHarm

Never in my life did I think I'd write an apologia for one of the world's richest men -- call for help, I've been body-snatched -- but too many of the media pieces about Elon Musk's Twitter bid aren't even about the actual events.

They're about people's ...projections of him & reactions to him.

In other words: they're exercises in short-hand thinking and conflation.

He's a tech-bro libertarian, therefore he's out to screw the left. He's a white South African, therefore he's a racist. He's a billionaire, therefore he's a villain. He's all about tech therefore he doesn't care about humans. These are all cartoon outlines; and maybe there are some lines here that we can carry forward into a richer portrait; but they're not the entire story.

There's more to the Elon Musk story: yes, he can be chaotic; and when we only see the drama, we miss how values-driven he is and serious he is about changing the world, and, in his view, making it better for humanity. He's so committed that he will sacrifice everything to make it happen -- Tesla and SpaceX, for example, should never have succeeded -- and the result is that he does make miracles happen (at great cost).

If Musk's dreams aligned with our visions and values, or if he was championing our pet causes, we'd be singing his praises. But when they don't seem to (I would argue that we're missing how Musk is actually a classic liberal rather than some right-wing villain) then commentators talk about him like he's a cartoon -- the Iron Man CEO.

People either worship him & erase the downsides, or demonize him & underestimate his contributions. The discourse about him then flattens into propaganda & fails to yield fresh insight or predictive power.

I'm talking about Musk but I'm also talking about all of us, especially the 'us' that shows up on social media.

Red is bad. Blue is good. We're thinking in shorthand & conflations & camps. Reacting ideologically rather than synthesizing actual inputs means we entirely misread the people, structures & events around us.

And if we have bad information how do we create great new outcomes?
from my Sunday Love Letter today. link in bio @kelly.diels to join

...and if that sounds good to you, I invite you to check out my course, Copywriting for Culture Makers. CfC teaches you how to:⁠

1) translate your ideas into a methodology that sells (aka INTELLECTUAL PROPERTY) ⁠
2) wrap your IP in a unique, culture-making brand language that ...SELLS (are you sensing a theme here? :))⁠
3) without shaming, blaming or subconsciously triggering your client⁠

So yes, it's about copywriting but it's about SO MUCH MORE THAN THAT.⁠

It's about business development and IP development and laying your business foundations for success...⁠

...and doing all of that without sacrificing your principles or politics.⁠

PS We have weekly drop-in Office Hours and our discussions are GOOOOOOOOOOOD.⁠

link in bio @kelly.diels to learn more, and thank you!⁠

1. I've been frustrated with the"morning ritual" convo. Who has time for elaborate routines? I'm making lunches & begging children to wear pants.⁠⠀
But after that, I put the coffee on. I sit at my desk. I turn on my diffuser. I arrange my notebook & ...favourite pens just so. I pour the cream in BEFORE I add the coffee. I close my eyes and visualize a client. I think about what they need to hear from me today. Then I write my little bird (my one social media post of the day) and it flies off to find the person who needs it.⁠⠀
🌺🌺Guess what? I DO have a morning ritual.⁠🌺🌺
2. When people come to me to figure out their signature offering, next course, or how to articulate & market their work, I start by asking them what the model for their work is.⁠⠀
Most people say they don't have a model.⁠⠀
So then I ask them what they do first, what questions they always ask, what comes after that...⁠⠀
-->And just like I have a morning ritual, it turns out they DO have a model for their work. ⁠⠀
And you do, too :)⁠⠀
So let's surface it & name it.⁠⠀
DAY 5⁠⠀
Underneath the way you work is a model. There are steps & stages & processes you repeat, always.⁠⠀
My model for #CopywritingForCultureMakers goes like this:⁠⠀
🌺LOCATE. Identify values, vision, identity, biases, villain, client⁠⠀
🌺SUBSTANTIATE. Define language, surface internal logic of your body of work, create message⁠⠀
🌺GENERATE. Create copy, content, launch plans, social media + PR strategies⁠⠀
When you surface YOUR model and name it, you suddenly realize just how substantial your own work is -- and how you get results for people.⁠⠀
💥Surfacing your model substantiates your work to YOU⁠⠀
💥It also makes creating much easier -- you simply build all your coaching offers & courses on your model⁠⠀
💥Then, when it's time to explain your work, you walk people through your model (h/t Rachel Rodgers & Simon Bowen)⁠⠀
💥The result? SALES ⁠⠀

Cash. Consistency. Confidence. Culture-Making. Copywriting For Culture Makers is a certificate program for building out your body of work and selling it -- with way more impact and way less harm.⁠ ⁠

link in profile @kelly.diels to learn more



Day 4 of Copywriting Lessons With More Impact, Less Harm⁠



So far this week, I taught that we need to name all the parts of our work -- including the real "Villain" causing the problem.⠀⁠

...***Naming the Villain is my copywriting tactic*** ⁠
that shifts the shame and blame away from our clients ⁠
and puts it where it belongs: ⁠
on the material systems & circumstances limiting them.⁠

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.⠀⁠
Here's how to do it:⁠

1) Give the Villain an Actual Name if it doesn't have one already -- eg The Female Lifestyle Empowerment Brand⁠

2) OR Name pre-existing villains that are obvious eg Republican lawmakers or go undermentioned eg traditional copywriting systems⁠
3) Use the 2-step process of:⁠

🌺Naming the Vision in the first sentence/paragraph and then ⁠
🌺Naming the villain in the second sentence/paragraph ⁠

Normally, traditional copywriting asks us to name our CLIENT as the VILLAIN, and then agitate their pain until they are subconsciously triggered into a buying decisions.

My culture-making copywriting framework, on the other hand, has us name the REAL villain, and it is NOT OUR CLIENT.⁠

Naming the villain dissolves shame. Naming the vision gets people in their power -- where they can make deliberate, conscious decisions.⁠

No shaming, blaming or subconscious triggering required.⁠
That's how we bake justice into our words, our copy AND our businesses....while making win-win sales.⁠


Like these lessons? Want to write copy with more impact, less harm? Copywriting For Culture Makers is now enrolling. ⁠

Link in bio @kelly.diels to join -- and thank you!

This is Day 3 of Building the Language of The Future.

Each day this week I'm sharing writing tips for culture makers & socially-consicous entrepreneurs so we've got the tools AND PERMISSION we need to grow the language of justice...

...aka the language of the ...future.⁠⠀⁠

⁠Day 3: Use All The Words

If you've ever taken writing classes, especially copywriting classes, you probably got trained to say less and use fewer words.⁠⠀⁠
Sometimes writing short copy is great advice. ⁠

But sometimes it's just old-paradigm white male "masters" training us that NOT talking about our specific experience and saying LESS than needed is "art".⁠⠀⁠
Honestly, I think Hemingway's as-few-words-as-possible influence on western writing has NOT been positive. (Notably, the man could NOT write women.⁠)⁠
That's revealing. The writing rule that says less-is-better was not made by us or for us. ⁠⠀⁠
And...Virginia Wolfe and Rebecca Solnit dispensed with those rules, to great effect :)⁠⠀⁠

1) Often, when writing for screens, it's not fewer words that are needed, but more periods and white space so text is easier to parse. FORMAT THE HELL OUT OF ONLINE COPY.⠀⁠
2) When it comes to gender and identity, especially, use all.the.words.⁠⠀⁠
The push for brevity and abbreviations comes with a risk of erasure.⁠⠀⁠
We risk lumping people into categories they might not identify with, or flattening specific identities into a generic one. ⁠⠀⁠
⁠⠀⁠ willing to be specific. Use all the language necessary. Describe all the identities and people you're talking about.⁠⠀⁠
When you call someone by name, you invite them in.⁠⠀⁠
I'm a marketing teacher and I teach a non-exploitative, new-paradigm approach to creating online content & sales copy that I call #CopywritingForCultureMakers. Interested in learning how to do it? Link in bio @kelly.diels⁠

#CopywritingTip⁠ #feministcopywriting #feministbusiness #wearetheculturemakers #ConfidentCopywriting⁠ ⁠#CopywritingCoach⁠ ⁠
#copywriter⁠ #CopywritingForCreatives⁠ #CopywritersOfInstagram⁠ #BrandCopy⁠ #OnlineMarketing⁠ #OnlineMarketingTips⁠ #consciouscopywriting #Copywri

I keep writing about this, and talking about it in my daily life: sometimes, a lot of times, the language we need to describe our experiences doesn't exist yet.⁠

It happens when you're doing counter-cultural, culture-making work.⁠

It happens when you're ...trained in multiple modalities and you've synthesized them into something new.⁠

It happens when you're an artist and your work is conceptual.⁠

It happens to coaches and therapists and healers whose work and 'results' occur in people's internal landscapes.⁠

That's where our culture-making traditions gives us the tools we need: we go ahead and invent new language.⁠

That's what feminists, in particular, and anyone naming 'invisible' experiences have always done (think: mansplaining, kyriarchy, gaslighting...).⁠

And so I recommend to clients that they name their methodology. That they name their villain. That they name their communities. That they invent a job title that's a bridge between the future we're creating and the world we have now.⁠

When you name the thing you're already doing, you make it real to other people. Now they can act on it.⁠

And it doesn't take a dissertation or a massive amount of copy...⁠

A half-sentence can contain ALL of that good information.⁠

That's what I call your One True Marketing Message, and it's one of the things you'll learn how to do in The Copywriting for Culture Makers Certification Program.⁠

Interested? You can learn more (or sign up!) with the link in profile.⁠

#feministcopywriting #feministbusiness #wearetheculturemakers #feministmarketing #youronetruemarketingmessage #feministfounders #entrepreneurialfeminist #buildingtheinstitutionsofthefuture #emergent #consciouscopywriting ⁠

How to Lead with Vision + Value in your Copy⁠⠀⁠
Building on yesterday's IG 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 #CopywritingForCultureMakers 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 business development coach for culture-making entrepreneurs (coaches, artists, healers, leaders).⁠⠀⁠
I've developed a non-exploitative approach to creating online content & sales copy that helps you lead with vision and values instead of blame and shame. ⁠⠀⁠
Interested in learning how to do this in YOUR copy?⁠

I invite you to check out Copywriting for Culture Makers using the link in my bio @kelly.diels :)⁠⠀⁠We start June 7!⁠
#creativebusiness #consciousbusiness #onlinecopywriting #nameyourvision #womenentrepreneurs #itsnotbusinessasusual #copywriting #contentmarketing⁠

Your work is your number one marketing asset.

I take my clients seriously,
and I take their work seriously.

Because they are building the language and institutions of the future.


#substance ...#doubledownonyourwork #bodiesofwork

Tip 1 -- Write Copy that Leads with Values & Vision⁠⠀⁠
The entrepreneurs 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 principled, culture-making approach to copywriting is EFFECTIVE.⁠⠀⁠
So YES WE CAN divest of exploitative marketing methods AND STILL BUILD FLOURISHING BUSINESSES. #moneyandjustice⁠⠀⁠
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 copywriting for culture makers. Link in bio to learn more. xo⁠⠀⁠

We can do it our way, I promise.⁠

We don't have to lead with pain and shame.⁠

We can write sales copy that and marketing materials that bear loving witness to the actual problem...⁠


It's the ...circumstances and system they're navigating.⁠

Our job, as a *principled* entrepreneurs who care about our cultural impact, is to bear loving witness to that challenge. Let readers of your copy know that you have a framework or process that can help them do it differently, ON THEIR TERMS.⁠

And then, instead of being subconsciously triggered into a buying decision, they can make an explicit, conscious, POWERFUL decision to work with you.⁠

This deliberate decision can be the first step in the work they're committing to.⁠

Which means that our sales funnels and copy can be the first step in the transformational work we do with clients...⁠

...rather than in opposition to it. ⁠#Aligned #CopywritingForCultureMakers⁠

I'm Kelly Diels. I'm a writer & business development coach for culture makers.⁠

I work with people who want to sell using using VISION and VALUES rather than shame and pain -- and I've developed specific copywriting models and frameworks you can use to build EFFECTIVE brand copy that sells...⁠

...without sacrificing your principles or your conscience.⁠

The next cohort of Copywriting For CultureMakers is now enrolling (We start June 7). ⁠

I invite you to check it out using the link in profile @kelly.diels⁠ -- and thank you!⁠

#onlinecopywriting #nameyourvision #womenentrepreneurs #itsnotbusinessasusual #copywriting #contentmarketing⁠ #CopywritingTip⁠ ⁠#ConfidentCopywriting⁠ #copywriter⁠ #CopywritingCoach⁠ ⁠#feministcopywriting #BrandCopy⁠ #CopywritingForCreatives⁠ #CopywritersOfInstagram⁠ #OnlineMarketing⁠ #OnlineMarketingTips⁠ #consciouscopywriting #CopywritingSkills⁠ #creativebusiness #antiracistbusiness #consciousbusiness⁠

photo by @daniellecohenphotography⁠

"oh wait! I left my Get-Rich-Quick scheme in my other purse!" - @rachelkayalbers

I LOL'd for real when I read that on Rachel's website.

I feel like we're both waving at the same thing.


Sometimes the impression we get from all the ...listicles and posts and courses is that we have to be villains elaborately plotting & scheming in order to make a sale... because selling is complicated.

It's not.

It's not always *easy*, but it is not complicated.

At its heart, selling is making the ask.

We get taught that there are magic phrases that unlock the sale --
Or complicated funnels --
Or elaborate PSs that go at the end of an email --

(And sure those things can work)

But the essence of making a sale is this:

"Hey, I have this thing. It can help you do X. Do you want it?"

If I want to make a sale, I send an email that says that.

It might be ten words. It might be a whole paragraph -- or it might be one sentence.

It is possible to sell without sales pages.
To sell without elaborate funnels.
Without big performances and elaborate dances beseeching the sky for solutions.

Just ask.

I have a tool I call 'the money making machine' that I share with clients and the heart of it is this: send a SHORT email -- 1 sentence? 2? -- saying you have coaching available & invite those interested to hit reply.

Almost every time I share this tool, my folks are skeptical.

It seems way too uncomplicated. What about the elaborate sales strategies? Where is the persuasion? Will it really work?

Then they send the email and are surprised: people respond!

Can it really be that easy?

If you've been showing up with the right message for the right people...then YES.

All you have to do after that is ASK.

That doesn't mean we're going to be overnight successes.

The truth is, businesses get built over time.

The reports of $300K launches in 3 months? Sure, they happen but that is not how most small businesses get started or endure.

The game is won by steadily showing up & making asks. One sale by one sale...until you've got such a big audience that you can make group sales.

Success isn't a scheme. It isn't quick. It's just steady making the ask.