Redefining Us

18: Authentic Marketing That Feels Good to Create with Joanne Homestead

• Season 1 • Episode 18

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What if marketing could feel more like self-discovery than strategy? In this episode of Redefining Us, Stephanie Konter-O’Hara sits down with Joanne Homestead, founder of Desk Plant Creatives, to explore how soulful storytelling can transform email marketing into a powerful tool for connection and authenticity. Joanne shares her journey from educator to email copywriter and how a memoir class unexpectedly led her to discover the impact of personal stories in business.

We talk about the importance of aligning with your values, navigating vulnerability, and embracing the “zero draft” mindset to overcome perfectionism and overthinking. Whether you're a purpose-driven entrepreneur or a creative professional, this conversation will help you reframe marketing as a relationship-building practice rooted in your unique voice and lived experience.

Connect with Joanne:
https://deskplantcreatives.com/
https://www.instagram.com/desk.plant.creatives/
https://www.linkedin.com/in/joannehomesteadcopywriter/
https://linktr.ee/deskplantcreatives
https://www.facebook.com/deskplantcreatives
https://www.youtube.com/channel/UCFUrIBT0zKKUr4Hq4g5-XfQ
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SPEAKER_01:

Welcome to Redefining Us, where we explore sexuality, identity, motherhood, and mental health to help women thrive authentically. Let's break free from roles that limit us and create a life where you can truly be yourself. Welcome back to Redefining Us. I'm your host, Stephanie Contrahera, and I'm a licensed professional counselor. And today we have with us Joanne Holmsted. She's a founder of Deskplant Creatives, is a email copywriter, copy coach, and obsessed storyteller. She empowers soulful entrepreneurs and coaches in wellness, well-being, and mindset to elevate their stories, to connect, compel, and sell with audacious authenticity email style.

SPEAKER_00:

Welcome. How are you? Thank you. Thank you for having me on, Stephanie. I feel I'm doing pretty good today, trying to keep warm.

SPEAKER_01:

Well, that's good. Well, we're just going to dive right in. So what brought you to a place where you felt compassionate about supporting women in business and trying to coach and mentor them for email marketing?

SPEAKER_00:

Yeah, that is a great question because no eight-year-old girl is saying, I'm going to be an email Well, maybe nowadays. Who knows? Yeah, that's true. It's true. Definitely not when I was a kid because email was not even a thing at that point. Yeah, so it has been a winding journey. I was a teacher for 15 years. And then when I started my business, I did not even, I didn't know anything about email marketing, marketing business. I come from the education world and especially copywriting. I did not know what a copywriter was when I started my business. That was now four years ago, but I have learned so much from that. But I would have to say like, okay, if we were to talk about like, and this is something I'm passionate talking about too, is your origin story and how did you get to where you are right now? And there are so many different entry points, you know, for your origin story. because it really is like, it's a journey. And so right now what's speaking to me right now in my origin story in terms of like, how, you know, how do I get, where does this all stem from? Like the email marketing and storytelling. I have tracked it back to this moment when I was in graduate school and I took a memoir course. And this is one of my I think I got to choose two electives in my whole graduate course. The rest was on becoming a literacy specialist in schools as a K-6 teacher. And so I was very practical. I wanted to take elective courses that filled in my skill set. I was going to take one in like a linguistically different language. students around literacy. But my friend who's in the graduate school in my same cohort said, let's take this memoir course. That's not going to support me in my career goals as a teacher. But I decided to go with it because I'm a nurturer. I like relationships. I value our friendship. And I was like, okay, you know, why not? Let's do this memoir course. And so in that course, we wrote some of our stories from our experiences in our past. And I remember that first little mini memoir that I wrote, like something happened, something clicked in me. There was a light that lit up. I was so surprised by what happened, like the inner transformation that happened to me when I wrote that and what came out when I shared it. and realized that mini memoir that I wrote about was something that was really important in my past that I hadn't even, I didn't really think much about, but it just, it just came out. And so this was really the seed to what I'm doing now. This is what I like to think of it as. It's like marketing to me is not, it's not marketing. It's building relationships and It's educating, it's informing, it's inspiring people to take action. That's the copywriting piece. And it's all through storytelling. This is why I'm an obsessed storyteller. This is why I want to help other women entrepreneurs and coaches to elevate their stories, to tell their stories, because when you tell your stories... And you can speak your voice. It's really like self-discovery, like what I gained from that memoir course. It was really something inside of me that needed to come out, that needed to be shared. That's how I think of marketing content. It really is just you're telling your stories and you are sharing what you're learning about yourself in the moment and through your whole journey as well. Again, there's a lot of different country points for that. And so that's really my seed from there was this memoir course that just surprisingly brought out this new light in me. And that's why I love doing what I do now, because I love seeing that light turn on for my clients as well. And seeing them step into their authentic voice and not worry so much about what do people want to hear? What do I say? I always sound professional. I don't want to, you know, I don't want to offend anyone. All the things come out and it's really being able to look at that and say, okay, what is it in your heart you want to speak out? And okay, now how do we go about doing that without all the panic buttons going off at the same time?

SPEAKER_01:

Yeah, I imagine you help people really tap into maybe some vulnerability for themselves too along the way because most storytelling I feel like is really only captivating when there's some vulnerability tied into that.

SPEAKER_00:

Yes, there definitely is a piece of the vulnerability and there's a piece of I'm showing up as myself and that can be very, very scary and that is okay. Like I have been there.

UNKNOWN:

Yeah.

SPEAKER_00:

A lot of it has been there. You're not alone in that. And it is understanding how to share your vulnerability in a way that is comfortable to you, that it's not like you like, oh, I have to be vulnerable because that's what they say I have to do in my marketing, you know, and then sharing things that you're not very comfortable sharing. I don't like to come in that way. It's like, no, what do you feel comfortable sharing? And what is it like? What does it really mean even to be vulnerable? vulnerable when it comes to writing your stories and writing your marketing content. That's just really a way to educate, inform, and inspire action is what I like to say. It's like building the emotional connections there in a way that feels good. It's not manipulative. It's not creating shame in them. It's just really helping them to see more clearly what's going on, what's their challenge, and this is how I can help.

SPEAKER_01:

Yeah, I imagine there's a lot of purpose-driven businesses that you work with. So I imagine they may already be somewhat tapped into what their values are, what they want to convey to their audience. But I'm curious, are there exercises that you go through to help people maybe understand Tap into those values or tap into those pieces of authenticity that maybe has been set to the side because they have all of the rules of marketing blocking them from seeing that that's actually what is going to help promote them the way that feels aligned with them. I

SPEAKER_00:

love how you bring up values because that's the big piece about authenticity. When I first started my business, this is how I thought of authenticity. Like, be yourself. Show up as yourself, you know, easy, right? There's a huge piece of it now. I believe when we show up authentically, it really is about aligning with our values. It really is a big piece of it. And as I work with a lot of clients who are personal brands, they are the face of their business. And talking about their brand values are really their personal, their personal values. And that is something that I like to work out with my clients, especially when it comes to talking about their voice and their stories and the way they want to market themselves. It really comes down to what are your values? I'd like to have it in all of the email sequence blueprints I have for my clients. I have there on the top of each email type is, Just list your values right here. Because when you have your values there, then when you write, you can go back and look and say, oh, does this align with my values? Like, for example, like mine are creativity, personal growth, integrity, and authenticity. And so when I write something and I go back and look, I'm really looking for those values. Like, oh, oh, here is where... I am talking about creativity and, oh, this is where I talk about authenticity. So it's just a way for you to, again, like, as you said, be able to align with your values and align with what your story is and how that connects back to your business. Yeah.

SPEAKER_01:

Yeah. As someone that's been in business for, I don't know, maybe going on seven years now, I should probably actually keep track of The years go by. The time has warped. But congratulations. I feel like COVID made the time feel different. Like I've lived 10

SPEAKER_00:

lives. Oh, gosh. I know. Seven years is really equivalent to about like 77 lifetimes.

SPEAKER_01:

Especially as a business owner, but that's a whole other story that we could probably have a little separate podcast about. But I wanted to speak to the values that I had as a business owner, perhaps in like 2017 when I started this, to the values that I have now. Yes, they're similar, but there's also, I think, sometimes these unique shifts in the way that they show up or the way that they hold value to me. And so I'm just kind of thinking about this meeting that I went to recently. They're like, what are your values as a business owner? And then what are your values as a person? And how are those potentially just, they're the same, but different. They show up in different ways. I'll give you an example. The exercise was like, there's my values are connection and independence. Those are my top two values that I recently rediscovered. But those things show differently in business than they might in my personal life. So I'm curious in the work that you do, is there a way that you try to encourage people to honor that the values might look different in different spaces, whether that's in the execution of an email compared to the execution in their business or the execution that that value might show up in their personal life. Because I think sometimes there can be, I don't want to use the word confusion, but maybe just like values feel so big sometimes. Yeah.

SPEAKER_00:

Yeah. It can feel really big. Like I'm curious to know for you, what is the difference for you in terms of your business and your personal in terms of what you said about connection and independence.

SPEAKER_01:

Yeah. So I'll speak about independence because I feel like that has the biggest difference as far as like what that means to me. So for independence, that would look like I get to decide exactly the way that things are going to look like. I'm quote unquote in charge of my life. I I get to do things solo. I get to spend time by myself for self-reflection. I get to just like, I don't know, exude a sense of I can do anything that I want to do on my own. But because of the business that I run and the fact that there's a team involved, the independence looks a little different because I'm not just making decisions for myself. I'm making decisions for my team. And I'm making decisions based on not just what is good for me, but what is good for everybody else. And then in extension, the clients that we serve. What decisions am I making that are going to serve the clients and protect the values of wanting to have equitable and affordable and et cetera, et cetera, et cetera, like services, right? that doesn't look like something that's all about me. You're embarrassed. Right. And so sometimes, yeah, I guess I wonder if you had someone that was in a conundrum like that, like what sort of exercises or tools or things that help you guide people to work that out?

SPEAKER_00:

Yeah, that is such a great question. I love this. Yeah, I think that I haven't like come across that for clients in terms of their value. Well, yes, there is. There's like a difference between how their values show up in their business versus their personal life. Definitely. And where is the like, is there a line in terms of how do you draw that line? Is there a line there? How do we balance the two? And it always comes down to for my clients is what do you feel comfortable with in terms of like when you're sharing your stories? And this goes into your values to like sharing your values in terms of personal life experience and then business experience, like the professional experience. Yeah. Because a lot of the stories may stem from the personal life side, because you are learning a lot through that. And that does come into your business. And therefore, there is a blend. It's not like black and white. Oh, yeah. This is personal. This is professional. And so it really just comes down to what do you feel comfortable sharing? The thing that you've kind of set some boundaries around, like, okay, for example, like I work with a lot of clients who are moms. Do they want to... tell stories about their kids in their business marketing content that's something that they they can decide where's the boundary for that so it really is about like just sending boundaries around what is it I feel comfortable sharing in my personal life that is also related to my business because it is really an integration and what do I feel like it's off limits I don't I want to talk about it. And just finding also the different levels, too. Like maybe you do talk about your kids, but you're not naming anything specific. And it's not really specifically a story about them. It's just more about you're trying to teach a concept.

SPEAKER_01:

Yeah. And that sounds like the values maybe inform the type of stories that are shared. Yeah. Or maybe hold them accountable to, am I shining a light on the value in the way that I'm sharing or in what story I am sharing?

SPEAKER_00:

Right. Yeah. Yeah. Is it reflected in the story? That was a great way to put it. Are my values reflected in my story? And then how do my values inform what stories I tell? Yeah. Yeah.

SPEAKER_01:

I think values... to me feel like they can be complicated, but maybe there's a way to really simplify them. Cause as someone who's tends to be very analytical, like this is the type of stuff that could like paralyze me from like writing because I'm like, how do I even get my thoughts onto the paper in a way that feels like I'm sharing something, but I'm not sharing too much and I'm sharing what I want to share and We'll still have interesting and dynamic things to share with people.

SPEAKER_00:

Yeah. I see. I see the gears turning. Yes, the overthinking is definitely something that you are not alone in. Many of us as entrepreneurs and business owners, we can get into that hamster wheel of spinning and just like in paralysis. I like to joke that my husband... loves getting these printed t-shirts online from Threadless. And he was looking at a particular t-shirt. He was doing some online shopping. I kind of like look over his shoulder and he's like, I don't know if I should get this t-shirt for myself or not. And I look at the t-shirt and the t-shirt says like, hold on, let me overthink this.

UNKNOWN:

And

SPEAKER_00:

I just started laughing so hard because I said, you have to get that shirt because you're overthinking it. It was just so great. Yeah.

SPEAKER_01:

That is a funny anecdote because I feel like it's like the true level of overthinking. I imagine it's like a common hurdle. Even as I was sharing about my hurdle with independence, I was thinking like, am I overthinking this? I feel like I'm complicating it and I probably am. And so that if I was sitting down to write an email and share a story, if I'm already overcomplicating talking about my values, I imagine I might overcomplicate what story I feel like is good to share in an email marketing campaign.

SPEAKER_00:

Yes. Yes. Yes. It's all. Yeah. It's like a catch-22. It's like, oh, if you're overthinking the overthinking, then you're stuck in the loop. You're not alone in that. And a lot of my clients find themselves in that paralysis. And that's where it's like the overthinking. And that's where it comes down to. There's the strategy. Okay. We have a plan. It's a line. We're going somewhere. And then there's also the, this is going to be messy. Like the first draft. is going to be messy. And you're just going to write what comes out. Because we have a plan, we have a strategy, you have some resources to choose from. So you choose something, and then when you sit down to write, you're not thinking about, okay, how is this reflecting my values? Are my values informing this? How do I hook someone in? Is this a story that is okay to tell? All of that Just like throw it out the window. And all you do is you just write. You just write what's coming to you in the moment. And there is a structure and a framework that I use for that to then make it so that it's not just random. We're just not making random stories and random content. It really is going in a direction. But really, when you're writing that draft, you have the resources, you have the structure and framework. And within that safe space, you can just... dump it out, write it out. And then after that, that's when you can start really tweaking and you can really start seeing, okay, what's what in here? Oh, I'm seeing some values in here. Okay. I like that. And that's just helping you for the next time you write like, oh, I liked that. It's a process. It's a journey. You're learning along the way. And so once you dump it out and and you have it written, you just have it all written out. It's messy. You're thinking in your head like, oh, this is just way too long. Or like, oh, this is like, where is this going? Like that is okay and very normal. And that's actually good to have those thoughts because it just means that you're just writing from your heart and you're just dumping it out. And that way from there, you can say, okay, let's look at the length thing. And what I like to say about length is it's okay if it's long, as long as it's compelling. So you don't have to worry about, oh, I have to stay within this, you know, maximum of whatever, 500 words or whatever that is for your emails.

SPEAKER_01:

Yeah, it sounds almost like anything. It's really important to just recognize that it's like a zero draft. It's not like draft one, draft two, final draft. It is the first go around. Just getting words on the paper is truly like a zero draft.

SPEAKER_00:

Yeah,

SPEAKER_01:

yeah. Needing it to be a certain way.

SPEAKER_00:

Right. It doesn't need to. Yeah, it doesn't need to be anything. And a lot of my clients, some of my clients will get they get stuck because they're thinking, what? What does my audience want to hear? It gets stuck with, they're on this side. My audience is way over here. It's almost like I'm standing on a stage. What do they want me to say? Which can cause paralysis too. And instead of thinking of it that way, thinking of like, well, what do you have to share with them? And you're creating that bridge. You're creating the bridge to them through that way. Yeah.

UNKNOWN:

Yeah.

SPEAKER_01:

Yeah. I mean, since this podcast is called Redefining Us, I just want to make a link to this idea that you're kind of helping people redefine how to market themselves. So think about marketing and think about the journey of telling their story and shedding all the like shoulds or must haves or perfectionism or all these layered things. complicated thoughts they might have around what it looks like to put themselves out there in front of their audience.

SPEAKER_00:

Yeah, it really, I like to describe it as a journey. It really is a journey into yourself. And I've seen that for my clients where I'm teaching them and coaching them to do, I'm teaching them the fish, to be able to write emails that really speak their heart, that get open, that get People inspired to take action, to get clicks and to book calls with them. And also for my clients who I do the done for you for them, even that is a journey for them as well because... They're learning along the way as well. When we really dig into what's coming up for you right now, what is it you want to share? How does this connect back to your offers that you have? And it really is a redefining of a home. It's almost, I like to say it's like going into the kiln, going into the fire and coming out. Yeah.

UNKNOWN:

Yeah.

SPEAKER_00:

transformed in a new way. And I feel so honored to be able to be a part of that journey with my clients. And even the clients who like writing and who like storytelling, you know, when they come to work with me, we find like, oh, I see that you're actually hiding behind your stories. Okay. Yeah. They're using storytelling in a very particular way of teaching and informing, but not as much of the storytelling where they're bringing in their personal stories.

SPEAKER_01:

Yeah.

SPEAKER_00:

And I have found with one of my clients who we realized like, oh, you're using the storytelling, but you're hiding behind your storytelling. When she started telling stories, more personal connection stories, she started to get more engagement because people, I mean, 100%. When you're just more authentic and you're putting yourself out there, but in a way that's, you know, that's still comfortable to you, you just have to dig into your thoughts. Like, why is that happening for her? We dug into it and realized what was really behind it. And then she was able to release it and write more connection emails. When you start being more authentic like that, people resonate with it and they start engaging more. They start clicking more. It's fascinating. As you know, human behavior is so fascinating. Yeah, for sure. I'm

SPEAKER_01:

not sure if this is something that you hold to be true in the way that you help people market themselves, but I have heard from, there's a thousand gurus out there, so I'm not even sure who I learned this from, but This idea that your marketing needs to be educational slash informational, connective, like driven, so you're connecting to the audience, but then also entertaining. And I personally, in my business as a therapist, I'm like, how do I entertain the audience? Like, that seems like a big ask for a therapist because our job isn't really... again, entertainment-focused. So I don't know if there's three things that you really focus on when you encourage people to write from a certain place or to be thinking about what information to include. Yeah, I would kind of love to hear your thoughts on that.

SPEAKER_00:

Yeah, I mean, because I work with clients who are in wellness, well-being, and mindset, yeah, entertainment is not... Sometimes the word entertaining and entertainment can... It can lead you to think like, I need to be got my top hat on and I'm tap dancing and look, you know. I like to also think of entertainment or entertaining as compelling. That's really what you're doing. It's not like you have to tap dance. It's really about are you writing in a compelling way? It's attracting people and it's like they're leaning in, like they want... They read your first line. They want to read the second line and the third line and the fourth line. And they are suddenly at the end of your email and they were just compelled the whole way. And even if, you know, people don't have time and they're scanning, that's okay too. You can create it in a way that for scanners, it's also compelling as well. And so that's kind of how I like to think of the piece of... Is it compelling? And yes, I do, you know, go through with my clients on the different types of email content that they can be creating. One you had mentioned is the value email, is the educational, thank you. I was going to say edutainment,

SPEAKER_01:

which

SPEAKER_00:

is what you're talking about, the education with the entertainment content. Is it educational? What's the value you're bringing? And also like value doesn't have to necessarily be like you're teaching a tip or something. It can be inspirational as well. That's also what I like to call like a value email. And then there's the connection emails. Are you connecting with them? That's really bringing out the behind the scenes. What's going on? What are you working on? And then the third type is the promotional emails.

SPEAKER_01:

Oh.

SPEAKER_00:

And the promotional. And when you have the three types, like generally what I see is either they're really leaning into the value. They're giving so much value. And what they're saying is that no one is clicking to book a call with me. And that's where, oh, we need more of the connection and the promotional emails. Yeah. Or if they're doing a lot of promotional emails. Yeah. They may also not be getting a lot of clicks because they need to be able to show the value. Their community is not seeing the value. If they can see the value, then when you promote, it's a much easier yes. Like, yes, I see the value and I absolutely want to work with you. So yeah, it is a balance and I have a ratio of... Okay, let's see if I can do this right. Like value is four times, connection is... three times and promotion is two times. So if you had a grid of, okay, numbers is not my, of I think like nine or 12 on a grid, you would end up with like six of those emails are value for our connection and to our promotional. I think it's like a nine grid.

SPEAKER_01:

Okay. All right. Yeah. I think it's important to, Like know that having strategy around what you're putting out there is really important. I'm sure everyone has seen, or at least people who are in business have probably seen all of the billions of, you have to do it a certain way in order for it to work. Videos on Instagram that are like, you can't just post every day. You have to post with a purpose. Or you can't just email people and expect them to click on your stuff because you emailed them. You have to give a reason to reach back out to you.

SPEAKER_00:

Yeah, that is a big piece. And I think that's where, so I finally came up with my framework for what I do. It's a seven part framework and it is STORIES as an acronym. And the first S in STORIES is strategize and align. It's really setting the vision. It's really setting your North Star so that there is a strategy. It's not like random throwing spaghetti on the wall, which... It's also okay when you're just getting into it and you're learning and you want to try it. I'm not against that. Like, just take that. Don't, don't overthink it. Just stay patient and do it and see what, you know, what you get is you get data, you get information. And then from there you can then pivot and say, okay. I'd like to put some strategy on this. So it's not so random. So yeah, it is definitely like the strategy and the aligning piece is important, but also having flexibility in that. A lot of the times I say to my clients, like, this is what I'm teaching you and you can go break the rules. Like go break the rules. It's okay. Just because I... I'm saying this is best practice. This is what we do. If you want to try something new, go try it because that's really what it's about as a business owner is trying something out, tweak and see what happens, what works. For sure.

SPEAKER_01:

Well, I want to thank you for coming on and I'd love for you to share with our listeners where can they find you? How can they connect with you so they can learn more and schedule a call?

SPEAKER_00:

Yeah. So I am most active on LinkedIn right now. And so if you'd like to connect with me there, you can find me by my name, Joanne Homestead. I'm the only Joanne Homestead on LinkedIn and on Google. So it's pretty easy to find me. You can also search Joanne Homestead copywriter on LinkedIn too. to really make sure it's me. But I'm pretty sure I'm the only one there. I'm also on Instagram in the messages, not actively posting anything. But if you want to find me there, it's deskplantcreatives with a dot in between each of the words. And then, of course, you can come join me in my email community, Flourish. That's where I am so passionate to show up and share Give copywriting tips, email sequences, email strategy tips, and stories of all flavors. It really is just showing you all the different ways that you can use stories in building relationships with your community and attracting the people you want to bring in. So if you'd like to join me there, you can go to my website and grab my free email storytelling guide from there. And then I can also share with you the link for the free gift. And from that, you can join my email community.

SPEAKER_01:

Awesome. You know, all that information will also be linked on the show notes and on our website. So if you feel like you didn't get a chance to write all that down, don't worry. It'll be posted there as well as on our Instagram. So thank you so much for joining us today. And thank you for the listeners. And I hope you all took something from us.

SPEAKER_00:

Yeah. Thank you so much for having me on, Stephanie.

SPEAKER_01:

Thank you for tuning in to Redefining Us once again and share with other people so other people can continue to listen to Redefining Us and we can get into more listeners ears. If you follow us or subscribe or leave a comment or review, that'd be greatly helpful for other people to find us and also just for me to get some feedback. What do you guys want to hear me say? What do you women care about hearing? I'm totally open to to bringing on guests and talking about topics that are unique and inspiring to everyone. So please let me know. And this year, hopefully we'll be full of a lot of community building, a lot of public speaking, a lot of resource sharing. So I really encourage you to follow us on social media at Well-Minded Counseling on Instagram as our handle, as well as going directly to our website, wellmindedcounseling.com backslash redefining hyphen us to So you can be in the know with all the things that are happening in the redefining us community. Once again, thank you so much for listening and keep being awesome.