About Craft Your Content

Elisa Doucette - Founder, Client Strategy, & Coaching

Elisa has worked for over a decade creating compelling content and writing for various businesses and publications. A frequent contributing writer, podcast guest, and event speaker, her work has been featured in The New York Times, The Boston Globe, Forbes, Yahoo! Small Business, The Shine Network, The Huffington Post, and Brazen Careerist among others. She spends most of her time consuming unnatural amounts of coffee, tea, red wine, microbrews, bourbon…pretty much anything liquid and delicious. With no home base, she travels the planet looking for great stories to live, interesting tales to share, and new ways to make words sexy. When she’s not drinking her way around the world, she is likely curled up with her Kindle, devouring a new book.

I believe in this principle, even though it isn’t always the popular opinion: Great writing must be your foundation for popular and authority-building content. Marketing tricks and tactics can get eyes on your site, and you can optimize and analyze for every button and metric – and you should absolutely consider them if you want to be serious about writing online or for an audience. But if what you have to say and how you say it are not well-thought out and presented, your audience will not care.

Location: Aberdeen, Scotland

Most Read Book: The History of the Decline and Fall of the Roman Empire by Edward Gibbon and The Rosie Project by Graeme Simsion

Favorite Story to Tell: ​Up to the age of 30, I had never lived outside the state of Maine or traveled further than Canada. Then, I landed a gig that put me on a one-way flight, with a shiny new passport, to live for six months in Bali, Indonesia. In my first three weeks living abroad, I got into a fight at a club, held hostage in a taxi, was robbed, and finally thrown off the back of a motorbike when we were hit head-on – ending in three surgeries on my knee. I managed to power through and have some badass scars to prove it. Been traveling ever since. This is either extreme confidence or complete idiocy. The jury is still out.

Erika Rasso - Executive Assistant & Director of Development

Erika Rasso graduated from the University of Central Florida with a B.A. in English and marketing. She has worked as a writing consultant, an editor for a literary journal, and an editor for an academic journal. She’s currently located in sunny Los Angeles pursuing an MFA in Screenwriting at UCLA. She is a cat and dog person, because why should we have to choose? And she spends most of her time pouring over television scripts, either the ones she's written or the ones she hopes to learn from.

I believe in this principle, even though it isn’t always the popular opinion: Even though I love grammar and the strategic ways it is used to convey ideas, I don’t believe that your writing has to be mechanically perfect to be exceptional. If we look back on Nathaniel Hawthorne and James Joyce, their works are filled with run on sentences and misused punctuation, and they are still regarded as literary masters! Besides, grammar is always evolving. A mistake you’ve made in one article may no longer be a mistake a month or two later.

Location: Los Angeles, California, USA

Most Read Book: ​The H​​​​arry Potter series

Favorite Story to Tell: ​When I was in Paris with my parents, we were taking a bike tour and I was lagging behind. We were crossing a busy street and a bus turned the corner and hit me! I was completely okay, the bus was going really slow, but I was very mad that the bus didn’t wait for me!

Chris Angelis - Content Editor

Chris Angelis has a PhD in English literature from the University of Tampere. Besides his academic research in Gothic/horror & science fiction literature, he is also a writer of literary fiction, and the owner of a literature blog, Home For Fiction. Furthermore, he develops Android apps focusing on literature, writing, and texts in general.

I believe in this principle, even though it isn’t always the popular opinion: Writing is not about sales, recognition, riches, or glory. It’s not about pleasing others. Writing is about an attempt to understand the world and, if possible, to dream a better one into being. Ultimately, we all write for ourselves.

Location: Tampere, Finland

Most Read Book: For purely practical reasons (my doctoral dissertation), I must have read Dracula so many times that it’s embarrassing to count.

Favorite Story to Tell: When I was 11 or 12, vacationing at my grandparents’ house, I accidentally drank some lighting fluid that was kept in an empty water bottle. I was terrified, but even more so when I heard a neighbor suggesting I should be taken to the hospital. My grandparents thought there was no danger – they gave me to drink some milk and olive oil. I was fine a few hours later, though my breath smelled like a disintegrating diesel engine for a couple of days. Ah, fun times…

Melissa Lewis Grimm - Senior Copy Editor

Melissa Lewis Grimm, ELS, graduated from Millersville University with a Bachelor of Arts degree in English. She has worked as an editor and a marketing manager for a laboratory standards–developing organization, a proofreader for a nursing continuing education provider, and a journal manager for a scientific and medical publishing company. Despite Melissa’s work history, one of her lofty goals is to become a world-famous voiceover talent. Yes, you read that correctly! She loves spending time with her wonderful husband and adorable toddler.

I believe in this principle, even though it isn’t always the popular opinion: Unless you have a specific assignment, don’t be afraid to write whatever flows freely. You will find an audience that will be interested in reading your work, regardless of what you write. One man’s trash…

Location: Philadelphia, Pennsylvania, USA

Most Read Book: ​Sense and Sensibility by Jane Austen and Goodnight Moon by Margaret Wise Brown (one of my son’s favorites)

Favorite Story to Tell: ​When I was four years old, my younger sister climbed into the dryer and I “accidentally” closed the door. My mom asked me where she was and I sheepishly pointed to the dryer, where my sister was happily spinning in the drum. It hadn’t been used recently and wasn’t very hot, so no big whoop, right?

Caroline Johnson - Content Writer

Caroline Johnson graduated from Christopher Newport University with a B.A. in Sociology and Psychology. Though she originally pursued jobs in the nonprofit field, she landed on freelance copywriting as her chosen career path after blogging through the past 10 years of her life. Starting her own branding-focused copywriting business, she is currently living in Williamsburg, Virginia with her husband and their dog (who is absolutely spoiled rotten). Her perfect day would consist of an early morning workout, a Chia tea latte, some writing, trying out a new Trader Joe’s recipe, and binging her latest TV obsession. 

I believe in this principle, even though it isn’t always the popular opinion:​ With most copywriting, SEO is the term people tend to focus on. While I believe that is something to be considered, I am a firm believer in the power of human connection. Maybe it’s the sociology and psychology part of me, but I believe that any story told should make someone feel something – whether it’s a sense of connection, love, fear, etc. I’m a bit of an emotional person, if you couldn’t tell.

Location: Williamsburg, Virginia, USA

Most Read Book: Any motivational, introspective book. As I said, I’m a bit of an emotional person.

Favorite Story to Tell: How I met my husband. I’ve always had an entrepreneurial spirit and decided to learn how to tie-dye. I sold tie-dye shirts during our college orientation out of my dorm room, and my now-husband was one of my first customers! 

D.T. Yates - Content Editor

D. T. Yates graduated from the University of South Carolina Upstate with a degree in Theatre Performance and a minor in creative writing. He has worked as an actor, editor for a literary magazine, and studies piano in his spare time. His hopes are to one day start his own entertainment company that specializes in film and television production, as well as book publishing.

I believe in this principle, even though it isn’t always the popular opinion: In all that we say, in all that we do, and in all we hope to achieve, if we have not love, we say nothing, do nothing, and achieve nothing. So we must respect and care for others (especially our critics) as love expects of us, for through this practice is the only true path to perfection. In other words, we must write what we love, for those we love, to achieve an overarching goal that we love, otherwise, we ultimately gain nothing.

Location: Spartanburg, South Carolina, USA

Most Read Book: Due to it being a required read/study for almost every class I took in college, Henrik Ibsen's A Doll's House is a play I've had to have read 100+ times.

Favorite Story to Tell: During a summer break in college, I spent two weeks acting in London. One night, while walking beside the River Thames with some new friends of mine, we ran into a member of our group sleeping on a bench with his messenger bag resting comfortably beside him. We tried to wake him to take him back to the flats, but he very impolitely told us to "leave him be". So we did. The next morning, when he came strolling around, his bag had been stolen as well as his shoes. He blamed us, but we just thought it was funny. I'm not sure he ever learned his lesson...

Giselle Sproule - Content Editor

As someone whose childhood was spent having books pried away from her at the dinner table, a future working with words was almost inevitable. Giselle studies English at the University of Calgary, and has worked as a writer/copyeditor for a newspaper, freelance proofreader/editor, and piano teacher. She hopes to one day relocate to Central America, but for now is making the most of snowy Calgary by getting out to the Rocky Mountains as much as she can, and spending cozy nights in learning how to play new instruments.

I believe in this principle, even though it isn’t always the popular opinion: To channel James Michener, the best writers are really the best revisers. No one’s first draft is perfect, and it’s far more important to get rough ideas down on paper than to be completely happy with your writing on the first try.

Location: Calgary, Alberta, Canada

Most Read Book: ​Julie of the Wolves by Jean Craighead George

Favorite Story to Tell: ​My sister and I were in Nicaragua last summer, and as we were walking to our hostel using the map they had provided, we realized that the path led through a river. There was no bridge in sight, however, and there was a “No swimming — Crocodiles in river” sign posted on the shore. The hostel had failed to mention that they were located across a crocodile-infested river! We survived, but the few minutes spent wading through the water were nerve-wracking, to say the least.

Joaquin Roman - Copy Editor

Joaquin is a graduate of Marywood University in Scranton, Pennsylvania, with a degree in Business Administration. He was a software engineer for many years, working mostly for the U.S. government as a contractor. He has always enjoyed the idea of trying to interpret what people are saying, either verbally or in writing and has always been interested in languages. That’s how he found his way into copy editing and proofreading, which he really enjoys. In his spare time, he enjoys traveling (Utah is a beautiful state) and tries to stay in shape by taking kickboxing classes (He’s a karate black belt).

I believe in this principle, even though it isn’t always the popular opinion: If you want something hard enough, you’ll find a way to get it or get it done. Define your goal, draw up a plan, and execute the plan. Repeat or refine as necessary. This applies to writing too.

Location: Saint George, Utah

Most Read Book: ​​The Old Man and the Sea by Ernest Hemingway

Favorite Story to Tell: A friend of mine and I were in Australia many years ago, in the U.S. military. One night, we were approached by a couple of “characters” in a nightclub. They asked us to go somewhere else for drinks. We did. Came to find out, both individuals were from a couple of unfriendly Eastern Bloc countries, trying to get my friend and me drunk and probably looking to get information out of us. We got out of there fast.

Julia Hess - Podcast Editor

Julia Hess graduated from California State University, Fullerton with a Master of Arts degree in English. She has worked as a college writing tutor and instructor, an editor for DASH Literary Journal, a contributor and editor for a hyperlocal blog in Seattle, and a content and copywriter for a craft beer delivery service (yes, she does get to sample the beer!). Her love for writing and reading began at the age of six; she was writing Harry Potter fan fiction long before she found it on the internet. Her favorite show on Netflix is the one she hasn’t seen yet. The only thing preventing Julia from fulfilling her dream of becoming a stand-up comedian is herself– she prefers telling her jokes sitting down. (*ba-dum, tsss*)

I believe in this principle, even though it isn’t always the popular opinion: You don’t always need a super rigid outline to produce a powerfully written piece. Organization is definitely important, but it can sometimes be easier to reorganize ideas and paragraphs once it’s all been written out, since some of your best ideas may form organically while you’re writing. Making a loose outline is great if that’s your style, but it’s also good to be flexible with your own ideas – they could totally develop in new and exciting ways beyond what you envisioned in the first place!

Location: Seattle, Washington, USA

Most Read Book: A Visit from the Goon Squad by Jennifer Egan

Favorite Story to Tell: My friend was hanging out at my house, looking for food in my refrigerator. Stealthily, I snuck up on her and hid behind the refrigerator door, then I leaped out from hiding while burping extremely loudly. My friend screamed, slammed the refrigerator door, started running away, and then slipped on the kitchen tiles. We were both laughing so hard that we couldn’t breathe. Needless to say, I learned that day that burps can be dangerous.

Nathan Winfrey - Content Writer

Nathan Winfrey graduated from the University of Central Oklahoma with a degree in journalism and a minor in creative writing. After years navigating a colorful succession of reporting and editing jobs, he took the helm of his hometown newspaper before eventually becoming the copy editor for the largest state agency in Oklahoma.

Nathan spends his free time plunging into the third draft of his novel, systematically exchanging his blood for coffee, bungling through language-learning apps, sitting on sunny patios, secretly binge-reading when nobody’s looking, petting other people’s dogs, and traveling the world with nothing but a backpack and a camera.

I believe in this principle, even though it isn’t always the popular opinion: Writing is one of few things you can get better at without practicing. How? By reading! Audiobooks are wonderful, but as much as possible, read with your eyes, not your ears. Read deliberately. Google every word you don’t know. Keep a running toolbox of words and phrases you like and want to remember. Pay attention to sentence structure. Spelling. Remember the rules the author breaks and why.

Location: Oklahoma City, USA

Most Read Book: ​I don’t really re-read books unless it’s for reference or study, but I do find myself going back to certain authors just to return to that familiar voice. I go on Stephen King kicks every few years.

Favorite Story to Tell: ​I was in Istanbul unexpectedly and needed to explain to some teenage kids at the airport that I wanted to hitch a ride in my friend’s prepaid shuttle and just pay when I got to my hostel. Suddenly, a third kid appeared, holding out for me (in a hand lined with visible dirt) a small blue object the size of a peppercorn. I bravely stupidly popped it in my mouth, and immediately the kid yelled, “Ecstasy!” Startled, I spit it back into my hand. And then he said, “Şeker!” (sugar). Of course it was sugar. I put it back in my mouth. “Ecstasy!” he warned again, laughing, and I spit it out a second time. That probably would have gone on all day, but there comes a point when something’s been spat out enough times that it needs to go in the trash.

Nick Labonté - Content Writer

Nick graduated from Bishop's University in Sherbrooke, Canada with a Bachelor of Arts in Sociology. Soon after graduation, he was recruited for a Community Manager job by a tech startup, which sounded a whole lot better than working in an insurance company call center. When the startup failed to start up, Nick went through something of an existential crisis as he figured himself out. He tried multi-level marketing, B2B sales, acting, wrestling, and writing. The latter stuck. Nick went through the Fiverr trenches and the content mills, but these days he works whatever full-time job he needs to in order to pay the bills. He really comes alive when he's writing, usually on a powder blue typewriter he snagged for $25. His dream is to be a best-selling author—currently at novel attempt #3—but until then he's just happy to have his work read.

I believe in this principle, even though it isn’t always the popular opinion:​ Strive to write every day. Accept no substitute

Location: Montréal, Québec, Canada

Most Read Book: The Hobbit

Favorite Story to Tell: I learned to scuba dive at 15 during a family vacation in the Dominican Republic, while my father was simultaneously pursuing rescue diver training. His training included an exercise that was basically an underwater game of hide and seek. So I found a cozy hiding place by some coral and watched tropical fish swim by overhead. His job was to find me and take me back to shore while I played dead. Problem was, the instructor didn't tell anyone on the beach that this was a drill, including my mother. She had something of an extreme reaction.

Melody Boggs - Content Editor

Melody Boggs graduated from the University of North Georgia with a B.A. in English, holding a concentration in Writing and Publication. She has worked as a writing center tutor, a content writer and editor, a set PA, and is currently a communications associate. Don’t talk to her about Batman, Star Wars, or Harry Potter, or your whole day will be shot. Personal weaknesses include any dish with a noodle in it, sincere compliments, really good back tattoos, and morally ambiguous characters (#VillainsAppreciationLife).

I believe in this principle, even though it isn’t always the popular opinion: No matter what you're writing, what job you're doing, or what client you're working with, do it well. Even if you hate it or believe you will ultimately fail at it. That's even more reason to bring your strengths and passion to the table because there's always something you can learn from the experience. As long as you do your best, even working a bad project can prove you have grit and high standards for yourself, and you never know what opportunities that can lead you towards.

Location: Atlanta, Georgia, USA

Most Read Book: The Harry Potter series (duh), Wintersong by S. Jae-Jones

Favorite Story to Tell: I played softball for a good portion of my childhood, and during a game when I was twelve, I went up to bat. We really needed to get a run in, so I was focused on hitting that ball. So focused that I missed the yellow jacket that flew up my pants. Well, wouldn’t you know it, when I went to swing, that jumped-up hurricane of piss and fury stung me right on my ass, and I was gone. Somehow, I actually hit the ball and made it to first, which is where I should have stayed, but you know, my behind was a crash site of hell, so I kept running, thinking I could outrun the pain. The other team didn't expect me to keep going so—in a panic—they overthrew the ball trying to get me out. I turned a base hit into a home run. Yeah, team. You are welcome. 

Michael Bradley - Content Writer

Michael Bradley studied psychology at John Moores University in Liverpool. He is a content writer based in Co. Tyrone, Ireland, who writes for various magazines, blogs, brands, and businesses. When he’s not writing drafts and articles, Michael enjoys studying the psychology behind sociopathic, narcissistic, and psychopathic behaviors. If he could interview anyone, dead or alive - Ed Kemper or Ted Bundy would be his preferred choices. He loves to travel and see European countries when he can. Visiting Liverpool to support his favorite football team is also, most notably, a regular thing with Anfield Stadium being his favorite place on earth. 

I believe in this principle, even though it isn’t always the popular opinion:​ A negative attitude can destroy a positive one. It’s that dangerous. I always say negativity is like a thief; it will rob you of your enthusiasm, optimism, and fuel. Surround yourself with positivity. Positive people, positive places, positive things - because when you fall, the positivity in your life will be there to lift you back to your feet again. And when you fail at something, use it as an opportunity to reassess and learn from your mistakes. Failing is just an education. Don’t get dragged down. Don’t give up. Don’t let negativity dictate how you live your life. 

Location: Omagh, Co. Tyrone, Ireland

Most Read Book: Eric Thomas - Greatness Is Upon You

Favorite Story to Tell: Having a phobia of beans. Yes, baked beans. People find this hilarious. So, you can imagine the number of times my friends have attempted to prank me with them. Not cool.

Sarah Ramsey - Content Writer & Editor

Sarah Ramsey holds a master’s in Science, Technology and Public Policy, and has spent the last 17 years working for space-focused organizations like NASA. She wishes she could write space-based, because if she could live anywhere else, Mars would be it. She has written for senior government officials, scientists, and engineers, translating technobabble into English, and creating content and messaging for the best government agency on the planet. She decided to escape the cubicle lifestyle and pursue the other 30 or so things she’s interested in, including more writing for fun.

I believe in this principle, even though it isn’t always the popular opinion: Because I like contradictions, I believe that to write well you must always be thinking, and that you shouldn’t overthink. Writing is like the overflow buffer for your brain – you get your thinking all out on the screen or in notebooks (or on napkins, the back of envelopes, old receipts buried in your purse). But it doesn’t help to overthink while you’re writing. Just write. Do whatever works for you, and worry about perfection on the second draft.

Location: Alexandria, Virginia, USA

Most Read Book: ​Jacqueline Carey’s first Kushiel trilogy

Favorite Story to Tell: ​My high school had an exchange program with a school in Germany. During my month-long stay there, we took a three-day trip to Berlin. We were there when the country voted on keeping the still-newly unified country’s capital in Bonn or moving it back to Berlin. Berlin won the vote, and the city went crazy in celebration. Strangers were hugging each other, cars honked, people cheered, there was a massive crowd in the Breitscheidplatz – for a group of kids from a small town in Arkansas, this was like nothing we’d ever seen. We were welcomed to the celebration like we were from there, and that changed the way I looked at the world.