Hello Reader,

There's a question that’s been quietly lingering in my mind, a gentle whisper asking:

Can I market my work in a way that feels kind, aligned, and true? Can I attract clients by being more of myself, not less?

The question likely stems from my two-year journey on LinkedIn, where I invested deeply, learning how to write “for LinkedIn,” to network, to promote my services. I followed the playbook, as best as I could.

But the result? Two years of effort had no measurable impact on my business. Worse still, it drained my soul.

I found myself pretending. Putting on a mask that wasn’t me. And even worse, people I thought I was genuinely connecting with often seemed to see me as just another potential lead. What I wanted, meaningful connections, seemed very far away.

We’re taught that finding our voice means focusing on our audience — our ideal client, our niche. Perhaps that's why everyone ends up sounding exactly the same … speaking to the same desires, the same pain points, sometimes even the exact same process.

If we’re always forcing ourselves into someone else’s story, we lose our own. Which is why I've stopped focusing on what I’m “supposed to do” and started asking myself how I truly want to show up.

The Road Less Traveled

So I’m taking a different path.

I’ve left LinkedIn for now and shifted my focus to Substack — not with a "marketing" plan, but with one simple intention: to show up as myself.

Here, I can draw on 20+ years of experience as a web designer and branding consultant — not as marketing fodder or lead generation tactics — but to share insights, lessons, and lived experiences that might genuinely help others. Not to "sell," but to create value that feels true to who I am.

In short, I’m exploring whether showing up authentically can organically create the connections I seek.

Here’s what truly matters to me:

• Helping others with what I’ve learned.
• Fostering real and meaningful engagement.
• Exploring new ways to run a business that feel energizing, not depleting.

Walking away from all the “shoulds” is my act of reclaiming what feels true.

And What If It Works?

I know pulling back feels counterintuitive, but maybe there’s something powerful about stepping away.

Perhaps authentic storytelling, value-driven creation, and meaningful engagement don’t only support personal fulfillment — they might also organically sustain a business.

This is the question I’ll be exploring and why I see it as a journey worth trying.

Have you felt the need to re-evaluate how you show up online? Maybe now is the time to start listening.

New site launch

It’s always special when a client from 14 years ago returns for a new project —especially when that client is the wonderful Lynne Shaner. Lynne has recently reconnected with her passion for writing and wanted a website that truly reflects her magical storytelling and imaginative literary world.

Her new site embodies a clean, minimalist design paired with engaging content that shares her creative vision. From her enchanting fantasy novel Journey to Everland Bay to her beautifully crafted poetry, the website is a true reflection of Lynne’s incredible talent and passion.

The site, both visually and functionally, will serve Lynne well as she continues her writing and publishing journey.

Visit Lynne's site and let me know what you think.

Recommended Reads 📚

After 20+ years working as a web designer and brand consultant (or as I like to call myself, a digital midwife) here’s what I wish I’d known when I started. 3 Essentials for Building an Intentional Service-Based Business​

Stuck trying to create all that content for all those different platforms? What if the real problem isn’t that you’re not creating enough…it’s that you’re not recognizing what you’re already creating? Read Your Content is Working Harder Than You Think by Kim Doyal

Tooltips 📷

Visuals — Napkin turns your text into visuals so sharing your ideas is quick and effective. Trust me, if you write about processes where a visual would help the reader understand or quickly grasp the concept, you want Napkin. Think Slides for presentations or visuals to enhance your course work. Best of all, it's free!

Stock Photos — Deposit Photos currently has an AppSumo deal where you can grab licenses for much less than on their website. For example: $100 worth of credits for $49 or $200 for $98. This deal only comes around every few years, and I always refill my Deposit Photos tank when it does.

You’ve probably noticed the tone and ethos of my emails have shifted over the past few months. Perhaps it’s because — no matter what the experts say — you can’t fully separate your private life from your business life. The two naturally overlap and influence one another.

My intent with these emails remains the same: to help you find your way online in ways that support and sustain your practice or business. But it’s also become just as important to me that your online journey nourishes your soul. My hope is that this balance of practical advice and soulful insight supports not only your business growth but also your well-being.

You can still expect plenty of actionable tips to keep your business thriving, along with thoughtful insights to spark inspiration and deepen connection.

Until next month,

Yael

I ❤️ LOVE REFERRALS

It's my favorite way of getting new clients.
So anyone you know needing a website or brand revamp.
Please send them my way.
In appreciation.