More Isn't Better. It's Just More. by Jennifer DeWitt

There is a quote in the movie, The River Runs Through It that occurs as a father is teaching his son how to fish. He says, "Very good. Do it again. Shorter." It got me thinking about the process of editing. As an English teacher, I would instruct my students to edit and edit and edit again. I would try to get what they had to say into one brilliant paragraph, sometimes even one sentence, and at the very most one sheet of paper. My point at the time was that it is the quality of words and clarity of voice that convey trustworthiness to the reader.

If it doesn't fit on one sheet of paper, I don't trust it.

During a conversation, someone mentioned to me the struggle they had with a packet they received from John Hancock regarding annuities. It is a large packet printed with colorful graphs and charts containing booklets within folders of what he called, "filler." He said, "They didn't answer the only two questions I have. How much does it cost...and how much money will it make me?" So how can you, as a small business or established company, do what I suggested to my English students?

Here are three ways to keep it simple.

  1. Know your audience. This is true for most things that are created, written, marketed, or advertised. Think about it. The majority of your audience will determine the format of your documentation. Is your information headed to the baby-boomers? Then target them with paper but make it one sheet; bold, simple, and clear. This is also where transparency comes into play. Many people don't trust organizations that cover up facts with loads of fine print. Research your market. Find out what they want before designing what you think is the best packet ever.
  2. Answer the most basic questions and then stop there. What is it? How much does it cost? What benefit will the consumer/user/member receive? Other answers to questions like, Where do they get help? How did the company come up with this? What's the fine print? can all be static information on a website. Trust me, if the product is good enough people will go to the website.
  3. Use an editor. Take the long version of what you've created, or the original, and edit it down into its most concise form. This means working with an editor; not a writer. Writers typically make things longer. Editors make things shorter. Look for an editor who has worked in a similar background and/or who follows the idea that less really is more. Listen to them. Tell them your goal of keeping it simple and they'll move your message to make that happen.

More isn't always better. Sometimes, more is just more. Keep it simple for your audience and they'll thank you for it and probably tell others about how streamlined your message is. Then completions happen through sharing and the most valuable message medium of all, word of mouth.


Patience is a virtue ... wait, no. It's a pain in my 'tocks. by Jennifer DeWitt

Most of us go through life pushing forward towards goal after goal. What happens when you find yourself, mid-life, having done the things that you most wanted to do? What then? How can you easily pivot to uncover new goals? What if you're content to just be the best of who you are right now and wait for the next adventure to reveal itself? Isn't that just as valuable as a goal-oriented life?

Confine yourself to the present.
— Marcus Aurelius

Over the past month, I've really struggled with forgiveness, sadness, loss, blocked goals, wrong goals, new goals, terrible communication, manipulation, anger, embracing my feelings, reorganizing priorities, and being a better listener. Therapy, yoga, being quiet and learning to be OK with not knowing what comes next has been hard work. My brain is being retrained. I'm having to learn hard lessons. Isn't it true that when we put in the work now, we'll be better people in the long run? 

I started practicing yoga two weeks ago at Project 7 Yoga in the Mills50 part of town. Each class is $7 and the place is so low key that I never feel uncomfortable. The instructors are so thoughtful; mindful that we're all processing different things, in different stages of our lives and facing individual struggles. The practice is simple. The thing I love best about it is that it forces me to consider what I'm doing and how I'm feeling at all times. I think my instructor said it best when she called it mental masturbation. You're pushing, pulling, moving, twisting, embracing, and releasing thoughts all during practice. 

What's fascinating is that it's a great partner to therapy. I brain dump what's happening in my life on my therapist and just have to sit there in silence for a minute, really considering the selfish, angry, negative muck that I've raked up. Then let it go. Take my clenched fists of whatever I'm holding on to and just open my hands. Let it go. Be quiet. Wait. 

Waiting has never been my thing. My normal reaction is to run or burn down whatever it is that isn't going well or isn't going my way or isn't going fast enough. Re-learning to commit, and what commitment means isn't easy. I'm constantly in a state of calming myself, forgiving myself. Things don't happen overnight. They just don't. Good things take time. My peace of mind is worth waiting for. So, I'll keep working. I miss chill Jenny. I can't wait to be her again. 

How To Drive Traffic with Email by Jennifer DeWitt


Using a newsletter and or email marketing is a great way to announce new products and services as well as promoting special offers for your customers. Your number one goal is to move as many eyeballs as possible to your website, where users can obtain more information. No one is going to buy directly from your email.

Contact your customers and prospects at least once a month, if not once a week. The frequency will depend on your business and customer demographic.

Consider sponsorship or a joint venture to build your email marketing list. Find a partner to share the task with to create a new pool of prospective customers.  

Content should be informative and not sales oriented. Recipients will only continue to open emails if you provide helpful information. Think seasonally and regionally when creating content.

Deal with SPAM issues right up front. Have an easy opt-out and refer a friend option too.

Create value so contacts will want to receive it, read it, and forward it to friends.

Follow these few tips and you'll be on your way to a more engaging brand and an increasing bottom line. Always remember to be yourself and add a personal touch to your correspondence. Being human goes a long way when communicating with the masses.

My Favorite Band of All Time - R.E.M. by Jennifer DeWitt

Michael Stipe of R.E.M., Daytona Beach, 1984                                                 Jim Leatherman

Michael Stipe of R.E.M., Daytona Beach, 1984                                                 Jim Leatherman

R.E.M. announced their retirement in September of 2011, and scores of musicians, fans, and blog-writers jumped at the chance to either criticize or champion the band's thirty-one year run. From inception to completion I've been a fan. Secretly or, as of right now, not so secretly they are the reason that I went to the University of Georgia. (Speaking of UGA, here's an interesting blog post from ESPN about R.E.M. and the Georgia Bulldogs.)

My memories of R.E.M. start back in 1985 with the purchase of Murmur and Reckoning on cassette. I remember driving around Orlando with my friends playing those tapes over and over again. The summer of 1988 was a road-trip with my best friend to Athens, GA and we danced until midnight at the original 40watt Club. Peter Buck's now ex-wife served us plastic cups of ice cold Coca-Cola. Then in 1988 the release of Green on my seventeenth birthday, what a gift. That same year I was given one of my prized possessions; a photograph, taken by my friend Jim Leatherman, featuring Michael Stipe and Natalie Merchant.

I spent seven years living in Athens, Georgia. One night in 1993 I looked across the bar at The Globe and saw Mr. Stipe looking back at me. I turned the cover of my book toward him so he could see. It was Milton's Paradise Lost. In 1995, a middle of the night search for the perfect fries and feta landed me in a booth at The Grill and overhearing Mr. Stipe in the adjacent corner ordering a vegetarian hot dog. A 1998 drink at the Half Moon Pub ended up in my meeting Mr. Mills. Sightings around town became more common and I began to think of R.E.M. as part of the timeline of my life. Their music ties me to every significant moment, each place I've lived, and to people and events I normally would have forgotten.

R.E.M. helped me discover that the music I might not like at first could end up being my favorite sounds of all time and I have loved every chord and transition of their journey.

Thank you, gentlemen.

SEO For Beginners by Jennifer DeWitt



Or pay someone to do it.  

Look, before you even begin to build a website, be sure you're targeting your audience with smart, effective keywords that pull in traffic.  


Keyword research shows how viable your industry terms are for clickability. Yes, I just made that a word. How clickable are you? Do you appeal to your niche market with keywords that rock? Brainstorm a list of words related to your industry and its audience. Start with a list of fifty or more. Then plug them in to see which have the lowest competition and the highest return of clicks. Use tools to find out more: 

  1. Market Samurai is the one I use. It offers a crazy amount of bonus information but it does take a bit of training to get used to. And, if you're just working on your own webpage, it might not be most economical for you.  
  2. Google AdWords Keyword Tool is pretty effective and fun to play with. Most everyone has a Gmail account and you can access Google Analytics on your webpage and even setup an AdWords account. An all-in-one dashboard is handy.


Well, what do you do with these keywords. Also, do keywords expire? The answers are a lot and sometimes, respectively. What you can do with keywords is this:

  • Use them as Titles of your webpages
  • Use them in Descriptions of your webpages
  • Use them as Categories and Tags of your Blog posts
  • Add them into Content in the pages of your website and Blog posts
  • Use them as Anchor text of photos, images, and videos on your website
  • And did I mention content? CONTENT! 

Do they expire? Well, let's just say they can become less popular or perhaps your audience has changed a bit and you need a few new keywords to freshen up your content. Go back and do your research again to see what pops up.  Listening to conversations online and following trends will help you stay on top of modern search terms.


Used in conjunction with dynamic blog posts and long-form content, organic SEO can change your page ranking over time. It will not happen as quickly as paid marketing, but it WILL happen. Stay dedicated. Be diligent and the return will happen.  

5 C's of Social Media by Jennifer DeWitt

Creative efforts used to take mass programming hours and publishing was usually left to the professionals. Now, people are not only consumers but also producers of media content. The newest generation of digital natives is using iPads at the tender age of two. Consumers are demanding greater interaction with the brands they love and engaging in more personal relationships with the businesses they frequent. 

A few minutes a day can increase your participation in the conversation. Setting up a personal dashboard for your social media can improve your impact and simplify your updates each day. There are a few specific items to think about when growing your social profile.

  • Competition: Check up on your competitors, simplify your efforts, and increase your traffic numbers.
  • Communication: Basic netiquette still applies. Keeping things positive, respectful and professional online helps you to communicate clearly and responsibly.
  • Content: Creating meaningful content (Photos/Videos/Blogs/Vlogs/Apps) to promote yourself or your business. What to use and when to say stop. Setup a system to organize and manage your content.
  • Connectivity: Being part of a global network of consumers, producers, students, leaders, and friends can empower you to use your skills for good. Connect with others to create meaningful change. 
  • Collaboration:  Our world is getting smaller and smaller through social media avenues. Collaborating can boost your appeal, your brand, and your efforts online. Work with others in your industry to tell stories together.

Sweet Six Candy is back! by Jennifer DeWitt

It's been a few years, but I've turned up the heat in the kitchen and put Sweet Six Candy Company back in business for the upcoming holiday. It's exciting making something so unique and I'm proud to be an Orlando maker again. I'm working on production process right now so there's no ordering available, but it's coming soon. I've teamed up with a friend and applied to have a tent at Grandma Party Bazaar this December. *Fingers crossed* that my application gets accepted. Ann Marie Manspeaker makes some of the best cookies I've ever tasted and she's agreed to partner with me on this venture. We're just going to see how it goes.