What we actually do around here - Las Peregrinas - raimond-klavins-FdUDFUxl71Y-unsplash

What we actually do around here

Photo by Raimond Klavins on Unsplash

By: Stella Orange

Hi there!

It’s occurred to me that it’s been awhile since I’ve talked about the work we do here at Las Peregrinas. So let’s get into it —

This fall will mark my 15th year in business as a consultant and copywriter. In the first eight years, I wrote hundreds of email “launch”-style marketing campaigns. I advised my clients on what to write on their sales pages and what to say in their emails and webinars. I sold copywriting classes and workshops online, and when I launched a club for business owners looking to sharpen their writing skills, it filled quickly and profitably with great margins.

I spoke—and sold—from stage. I sponsored events. I flew around the country. I hosted writing retreats in Montana, workshops in London, and mingled with email marketers in the Philippines.

I employed a distributed team of five and had a “leveraged” business model.
Which is quite a plum place to be!

And? That chapter of my life had run its course. What I came to discover was that I didn’t actually *want* to be a big deal on the Internet. It was exciting, sure, but there was something about it that felt, well… not what I wanted to use my “one wild and precious life” for (thank you, poet Mary Oliver for the expression).

So I made a different choice about seven years ago now, and started Las Peregrinas. It made sense on multiple levels, both personal and professional. To be honest, I made the choice instinctively, following my felt sense and trusting it. Because rationally speaking, it was probably a dumb thing to walk away from my internet marketing cash cow machine.

But you only live once, you know? And being afraid to leave something that’s good for something that calls you forth is something I’m not willing to do. 

So! Here we are now. I sit before you, a consultant and writer who supports business owners in a wide range of work and locations as we put into words what it is they do – and in a way that resonates with the people they are here to serve. I am highly skilled
at helping people parse who their “ideal client” is and choose language and frankly, energy, that speaks directly to them.

On its own, this is potent work, I am aware. Some have even described it as medicinal.

However, I have watched too many people find their words only to mash them into strategies or even design that aren’t congruent with the very spirit of their (paid) work. This bothers me. You can’t do this stuff piecemeal! Everything is an expression of your work in the world, and, at bottom, the frequency you’re pumping out there to the rest of us. This means that the words, the strategies, the design, your customer service, whether you take vacations or return emails, all of it… it all needs to be congruent and pulling in the same direction, clear as a bell, no fluff, no filler, for resonance to work its magic.

Oop! Look at me, up here on my soapbox. {grin}

I’ll step back down to the ground now.

All this is my way of saying, “If marketing and business is worth doing, it’s worth doing in line with the spirit of the work that you do and in a way that feels good in your bones.”

N’est-ce pas?

That’s what we do around here.

Support folks in taking this “relationship ecosystem” view of marketing and business. Instead of seeing things as separate, we see them in relationship with one another. Your business is inside your life, what is the relationship between them? Your words dance with your design and your strategy, are they congruent with one another? What would your work have to say about your sales process?

And, yeah, I still do the writing. Because I know that it makes a difference, to have someone hear you, get what you’re up to, and give it back to you in words that you can say to other people.

I’ll see you down the road,


P.S. If you’re feeling called to seek accompaniment as you move, and grow, and change, please do reach out. Rebecca and I would be honored to support you on your journey.

Stella is cofounder and copywriter at Las Peregrinas, a creative and consulting agency. As our resident word nerd, she writes copy and points out the stories everyone is living and telling through their work. She is also fun at parties.

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