FROM MY NOTES APP

The other day, someone asked me: “If you were launching a beauty business from scratch, what copy would you invest in first?” I didn’t even pause to sip my third almond latte of the day.

The best testimonials—the ones you highlight on your website, in your captions, or in your emails—are the ones that address doubt, show change, and prove your point of difference.

Discover the role of copywriting in AI-driven search. Learn how smart content can boost your visibility and influence search results.

If you’re finding yourself in a “just book anyone” season, here’s your reminder: the fastest way to get better clients is to start writing better copy, and better copy starts with a clear message, for a clear person, with a clear goal.

3 simple, strategic ways to use email that go beyond a monthly newsletter and make your database do the heavy lifting.

Depending on who you ask, it was a celebration, a marketing machine, a content circus, or a slightly chaotic masterclass. Maybe all of the above, but whatever it was, it worked.

This year marks ten years behind the keyboard in the beauty industry, five of those years solo. Which means the fuck-ups aren’t theoretical — they cost me.

People don’t just want to know what you do; they want to know what it’s like to work with you. They want to feel like they’re already in the treatment room, chatting to you about their skin goals and love life before they’ve even hit “Book Now.”

Your clients want more than just treatment details; they want human-first copy.

Here are three things I’ve done this year that have grown my business in ways that feel sustainable, strategic, and very anti-icky.

While there’s plenty of advice out there about what to do, let’s talk about what not to do because some subject lines? They’re not doing you any favours.

Here’s exactly how I use it when I’m stuck in my business and how you can apply it to your salon or skin clinic content, too.

A psychic also dropped a few messages about my work. The kind of messages that make you stop, breathe, and go, “Okay… noted.”

We sold out… but here’s what actually made it happen

I decided that planning a month of content shouldn't take hours, so I built a tool to help.

With only 52 seconds on average to wow visitors on your webpage, you've gotta make every single word count (and confident AF).

Instead of stressing about creating brand-new posts, recycle your content by bringing your best-performing content back to life.

WTF is SNARF Content, and why does it have us watching Meghan decant packet pretzels like our lives depend on it?

Your brand's tone of voice is your verbal identity. If you’re not speaking to your audience in a unique way, why should they listen?

What’s honestly driving me crazy is how much focus is being placed on "the telltale signs of ai" rather than on writing good content.