Huddle up Reader,

There's evidence that Elsa was here last week....

At some point in between collecting frozen eggs from the chicken coop, and flying down the driveway in a homemade sled (a laundry basket screwed to an old pair of skis), I saw my 8-year-old twins watching a YouTube short about a Super Bowl comeback that happened before they were even born.

Which… fair. *I know* I only watch the big game bc I've got a thing for well-themed snacks, but I also appreciate a good comeback story. And this is a good one.

So let’s rewind to 2017.

The Falcons went into halftime leading the Patriots 28–3.
By the end of overtime, the Patriots had won 34–28.

Apparently, after halftime break, the Patriots stopped trying to run the same plays harder and adjusted to what the game was actually asking for. Different priorities. Tighter execution. Fewer wasted moves. A new strategy.

Here’s the slightly spicy lesson that we all need to hear (but with love, bc I'm in it too):

The strategy that got your business off the ground is rarely the strategy that carries it forward.

The inquiries I’ve been getting lately all have one thing in common. These businesses aren’t in their first half anymore. They’re making money. They’re booking clients. But there’s a disconnect—branding, messaging, or website strategy still operating by early-season rules.

If something's off, it might be time to call an audible:

• Messaging that circles instead of landing.
• An audience that doesn’t fully grasp the value.
• Offers that sound different in your head than they do on the page.
• A brand that feels harder to share than it should

This is exactly why I’ve gone back to fundamentals—offers, branding, and strategy—for myself and my clients, with a sharper lens than ever.

If you're nodding to any of this, I’ve got two playbooks for ya:

• ​a deep dive blog post on branding strategy​
• ​a focused visibility audit to see where things are leaking momentum​

Start with the blog if you want context and ideas.
The audit is there if you want clarity and action.

On your team always,

​made in paradise​ web strategy, design & copy

​

WEBSITES in the wild

Let's talk messaging.

In a world where everyone wants to fit in, our businesses will reward us for standing out. Is there a hole in the market that's not being served? Can our process be different? Do we have a unique perspective that just might be a breath of fresh air?

I wrote the copy on this page (yes, for myself) to speak to an audience that most Disney travel advisors don't reach, with a point of view that most people don't think of– that Disney can be relaxing, stress-free, and moms can have fun too.

Click the image to see the messaging play out on the full page.

WEEKLY ROUNDUP

📖 READING: The Courage to be Disliked

📺 BINGING THIS: Our area went without school for a solid week due to winter weather, so that always calls for a Harry Potter marathon.

🍽️ IN THE KITCHEN: I love a good themed meal, so with the Super Bowl coming up, these sourdough pretzel bites will definitely be making an appearance.

🔨 WORKING ON: I'm in the late stages of a full website build, the beginning stages of an email marketing campaign, and in the middle of a services page/google ads campaign. All for mental health therapists. Thank you guys for welcoming me into your space 🫶🏼. AND–

List Builders Club is still in progress (and evolving as it goes) - if starting a newsletter is important to you, you can hop in at the beginning by HERE - you'll automatically get the first email right away. I'm growing right alongside my friends over there with Paradise Travel Co ​

If marketing your own business gets neglected, I see you. I am you. I can help.

🖼️ SCREENSHOT SCRUB: