sweet talk season 7 | feb-may 2027

A creative business uprising disguised as 4 months of writing, copy + messaging mentorship

For founder-led brands, creatives + visionaries.

Write your way into a business (and life) that’s more profitable, creatively fulfilling and intellectually alive.

Language is power.

It builds nations, movements, revolutions.

And yet somewhere between templates and trend cycles, most entrepreneurs forgot this. Actually, no. Let me be more precise: we were systematically taught to forget it.

We were taught to optimise, not articulate. To "add value" without actually saying anything valuable. To chase conversions whilst starving for the creative expression that made us start businesses in the first place.

We were given formulas that flattened our thinking. Frameworks that made us sound interchangeable. Templates that turned distinct voices into variations on the same bland theme.

And this wasn't accidental.

Because when everyone sounds the same, it's easier to sell them the same solutions. The same courses. The same "proven strategies". The same watered-down version of success that keeps you consuming instead of leading.

Generic language creates generic thinkers. And generic thinkers are easier to sell to, easier to control, easier to keep spinning on the hamster wheel of "just one more funnel" and "just one more launch".

Because the moment you stop hiding behind business-speak and start speaking with the full force of your ideas, you become dangerous.

You stop buying what they're selling. You start building something that can't be replicated by following their paint-by-numbers approach. You become a category of one.

And that's when everything changes.

The problem isn't that you can't write.

It's that you don't know what you're here to say or why anybody should really care.

Most messaging, positioning and copywriting work starts with tactics.

Templates for headlines. Formulas for sales pages. Frameworks for funnels.

But tactics without positioning, without SOUL, just make you louder, not stronger. Which just makes you sound like everyone else, only slightly more desperate. What you actually need is to excavate what you see that others don't. Build your unique intellectual territory.

Translate your vision into language and leadership so precise the right people immediately recognise themselves in it — and the wrong people self-select out.

"I can say with complete confidence that in no parallel universe or alternate reality will you ever regret saying yes to Lois. 

It's hard to convey it through words but Sweet Talk blew me away. I'm usually a wallflower, but felt so safe and seen that at one point I was like: Am I now being too much??? Too participative??? Not me at all, or actually, YES, but had never felt comfortable enough to put myself out there. And at the same time, also thinking: this is SO my kind of people!

Before Sweet Talk, I was REALLY holding back, and I've learned now that I do have a distinct voice and something important to say. I just needed someone to believe in me, encourage and guide me out of hiding.

Lois is real. The coherence with what she portrays through her words and marketing with who she actually is and how she leads is surprising. She really DOES care about you."

—Virginia Quiroga, Somatic coach

"I’ve taken dozens of course and programs, and even as a marketing expert, Sweet Talk is my most rewatched program. 

It’s like anytime I go back to it, I remember who the fuck I am again, and how the rules are all made up, and it’s big fat permission slip to be myself online, without comprising strategy and results.

And I legit have your answers to my Qs saved in my Notion, because no one else SEES me like you do. You hit straight to the heart of a problem but you also take the scenic route where you truly pour your wisdom and heart out in every interaction. I’ve never felt so supported, and I’m hand on heart considering doing the program again next year 😭💞"

—Claudia Mangeac, Business strategist + Writer

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment. 

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

Sweet Talk exists to return marketing to its rightful place as a creative act and make it actually enjoyable to promote what you do.

Not "better messaging", incomparable positioning.

You'll walk away with the Soul-Strategy-Legacy framework you can use to audit every piece of marketing you create for the rest of your career, the Category of One methodology that makes positioning decisions obvious, and the consciousness excavation process that generates your best ideas.

Not "finding your voice", getting precise on your actual lens on the world and backing yourself 100%

You'll learn how to identify the three problems your competitors don't even see, map your unique methodology against them, and articulate why your approach / offer / product is the only logical solution — not just 'better.'

Not "content strategy", meaning-making and community-building writing that outlasts any platform or algorithm.

By week 8, you'll be able to explain your work in a way that feels like a conversation at an intimate dinner party with the exact people you've always wanted to be surrounded by, using the kind of language that makes people lean in and ask follow-up questions instead of nod politely and change the subject. By week 16, you'll be leading the kind of conversations you once dreamed of.

This is a 16-week messaging, positioning + copywriting accelerator

for artists, creatives, visionaries, thinkers and leaders building something genuinely original who need help making it make sense to others. We use writing as the tool, but what you're actually building is positioning, leadership and a language bank so clear, so specific, so unmistakably yours that competition becomes irrelevant.

Testimonial that says: Last thing I'll say — like seriously how amazing your work is. I can only imagine how many people there are like me who deeeeeply want to change the fucking world — and who believe that they can — and have yet to even scratch the surface of what's possible for them because they're too busy trying to hold it all in just in case it's not perfect, it's not polished, it's not the best thing they've ever said, it doesn't align with what they did before, it's new, it's different, it's deeper, it's more real... or they've been so fucking conditioned to unconsciously create best selling hits that they've totally forgotten how to use their real voice. You're doing incredible, deeply meaningful work and on behalf of all of those people, thank you 💗💗💗🥹
Testimonial that says: I've been through a lot of programs. And most of them left me feeling like I was just chasing tactics. Like I had to keep proving myself, louder, clearer, faster — to make anyone care. But Sweet Talk has been completely different. Seriously. Like you should also be teaching these people how to design programs 🫡 the way Sweet Talk is structured. The depth of feedback. The personalised ideas. You teach, you show AND you do and that is so so rare. I would have paid 10 times the investment and it would still have been worth every penny. The way you lead your groups is inspiring to watch. I think everyone would agree. From the very first module, I ffelt like you were showing me how to come home to my own voice and I have definitely been hiding for too long. I learned how to feel the weight of my words. How to choose a message that made me stand taller, clearer, and more confident in my work. I went from feeling paralysed every time I tried to write a sales page, to drafting one in a single sitting that not only flowed effortlessly, but converted the
Testimonial that says: After months of not publishing on Substack, and honestly feeling a bit disconnected from my writing, I finally shared a new piece last week. It was born out of the work we've been doing here, especially the syllabus (SO challenging in the best way).

The result turned out to be much more personal than what I usually write, and that makes me both happy and proud.

And while the numbers don't really matter (as @Lois McKenzie (She/Her) wisely says), what struck me was that this piece sparked the most conversations I've ever had around my writing. Not just on Substack, but across platforms and speciallydirect email replies. That, to me, says so much about the power of showing up bravely and honestly, writing as yourself, rather than using writing as a shield (which I realize I often used to do).
Testimonial that says: I would take Sweet Talk a million times over with @loismac_. 🍒 THAT program changed me as a person + as a biz owner.
Testimonial that says: Thanks Lois for building such a deep program that has allowed me to excavate my dream business, write it into existence, and serve it to my audience in words that resonate. I truly wouldn't be here if it wasn't for Sweet Talk and all the love you've poured into it.
Testimonial that says: I not only feel more confident actually writing but I also just feel so much less stress about what to write. Ideas are pouring out of me like they've never done before. You are a gifted teacher.
Testimonial that says: I cannot fathom a single soul who could emerge unchanged from this container. It's not just about writing or creating - it's about remembering who you truly are beneath all the layers of should's and supposed-to's. It's about reclaiming your voice in its rawest, most electric form.

What this work actually helps you do

sharpen a voice that feels like truth

Writing that doesn’t wobble under pressure because it comes from conviction, not consensus. Learn to speak in a tone that can hold both poetry and precision and still sell.

DISMANTLE THE SELF ERASURE

...that’s made your messaging polite and predictable. Break the loop of filtering, self-editing, second-guessing, until your words sound like they’ve finally exhaled.

REDEFINE INFLUENCE AND VISIBILITY

on your own terms. Reject the “content creator” mould and build a body of work that actually says something, timeless ideas over trendy noise. Create work that feels new and impossible to impersonate.

COMMUNICATE WITH NUANCE

Develop emotional intelligence, nuance, precision in communication. Test your ideas, examine unconscious beliefs. build the stamina to stay in the room when you’re misunderstood, challenged, or criticised without collapsing or posturing.

reclaim the joy of writing

Remember that selling, storytelling and self-expression all come from the same source: your aliveness. Use language in a way that feeds your intellect, your business and your sense of self. Because your full expression is an act of rebellion in a world that wants to keep us quiet.

CREATE A PHILOSOPHY, NOT A PERSONAL BRAND

Turn your lived experience into language that leads movements, inspires loyalty and communicates ideas people study, share, discuss and use, not scroll past.

align art, audience and ambition

Close the gap between who you are privately and what you share publicly until your message, your marketing and your mission move as one integrated force.

BUILD CREATIVE RESILIENCE

Create work that lasts longer than a news cycle. Re-centre your creative rhythm and build a relationship with your voice so expression becomes sustainable, not seasonal.

HOW SWEET TALK VIP WORKS

A 16-week arc designed to sharpen your thinking, evolve your voice, deepen your ideas and expand the part of you that can hold visibility without collapsing or performing. It moves in cycles: teaching, expression, refinement, integration. the same cycles every great body of work is built from. AUG-DEC 2026.

Bi-weekly workshops with Lois

(Philosophy to support the modules)

This is where your ideas get bigger.

Every other week you join me for a live class where we:

  • expand your intellectual territory
  • excavate your worldview
  • build your core language bank
  • practise high-level messaging, positioning and copywriting techniques

All sessions are recorded

Writing Circles

(Your consistency engine)

One live writing circle every week — cameras on or off, up to you. This is where you practise expression without performance. Forty-five minutes of guided writing with the community, based on prompts that help you sharpen your voice, test ideas, and make writing feel like breathing again.

Bi-weekly coaching

(No question is off the table)

Every other week, alternating with live workshops, you come to a coaching call with me. Bring your drafts, ideas, messy sentences, positioning dilemmas, sales page bones — we refine it live. You’ll walk away with exact language, stronger arguments, clearer thinking and direction and a feeling of support like no other. The community vibe is important to me and we all become like good friends.

Copy clinics with Kal

(Your precision work)

Twice a month, Kal runs a clinic where you bring real copy: sales pages, emails, website sections, launch messaging, your Category of One narrative. He takes it apart, finds the spine, sharpens the edges, and hands it back to you burning hot.

He is surgical, brilliant, savage in the best way. Your writing will never be the same.

Guest expert sessions

(Your widening world)

Across the 16 weeks, I bring in people I'd take advice from myself to teach the practical machinery of getting your work out — the part that turns a strong message into a public body of work. Sessions cover things like pitching yourself to publications and podcasts, starting and growing a Substack, writing a personal column, and getting your ideas into formats and rooms your own audience can't reach on their own.

Monthly integration weeks

(Your rest + assimilation)

Every fourth week, the calendar slows down. This is where your ideas settle, your writing deepens, and you actually integrate what you’ve learned instead of sprinting through the program.

The cirriculum

(Your forever library)

A self-paced portal with every tool, prompt, framework, and methodology I’ve built (and personally use) in a decade+ of writing, positioning and brand-building. You’ll use this for future offers, future launches, future clients and for all of your creative writing work, it grows with you.

Sweet Talk Self-Led

The advanced tecniques of direct response copywriting built with the much stranger, harder, more interesting work of authorship and creative writing. The commercial architecture and the creative source. The sales page and the sentence underneath the sales page. The offer and the philosophy underneath the offer. The public language and the private conviction it has to come from if you want your work to become recognisable.

This is the material I have spent years building

inside private client work, live cohorts, copy clinics, launch seasons, voice work, messaging strategy. You get the full Sweet Talk method.

Eight modules. Eight workbooks. The infamous Publishing Department Notion dashboard. The exercises, frameworks, examples, copy drills, templates, language tools and deep writing prompts that take you from the source of your ideas into the public language your business can actually use. 

you will work on

your Category of One, your philosophy, your voice, your offer language, your sales pages, your launch copy, your emails, your storytelling, your body of work, your language bank, your ability to write marketing that carries the full weight of what you mean. The work starts where most copywriting advice refuses to go. Into the actual thinking.

The method that that turns the way you think into the language your business becomes known for

You will learn how to find the ideas you have been writing around, name the problems your audience has felt but not yet articulated, build a Category of One around the way you see, create a language bank that sounds like your actual mind, and write the sales pages, emails, offers, essays and launch copy that make your work easier to understand without making it smaller.

The Sweet Talk Modules-Only Edition

gives you access to the core content, tools, and writing frameworks that have helped hundreds of creatives build unforgettable brands, write career-defining copy, and finally sound like the most powerful version of themselves. Join now, get access June 15th. Limited time only.

No live calls. No community. Just you, your words, and the most transformative writing education on the internet. You will be invited into a private feedback channel where you will have the option to submit one piece of work every month for me to look at, feedback and us to jam on together.

PERFECT IF YOU'RE:

A self-starter who learns best solo and on your own schedule

Already working with a coach or in another container and want to deepen your copy + messaging skills independently

Not quite ready for the full mentorship but want to get your hands on the exact tools and strategies we use inside Sweet Talk

You’ll get:

All 8 modules of the Sweet Talk curriculum (released over 8 weeks)

8 extensive workbooks with writing prompts, exercises, and copy frameworks

A Notion dashboard to house your work, voice, and message

12 months of access to the modules + workbook library

You’ll also get:

Monthly feedback during feedback live, August-December 2026. It’s the same mind-expanding, career-defining curriculum — minus the coaching, copy editing and live support. Modules-only is available to purchase between November 21 + December 10th only. Waitlist will be first to know.

How the modules-only Sweet Talk works

You can purchase the Modules-Only Edition between May 26th and June 15th at a $800 discount. After June 15th, the price returns to full rate until July 1st, when doors close completely.

June 15th collective start

You're not thrown in at the deep end. On the 15th, you’ll unlock the Prep Module, which: rewires how you think about your voice, sets the tone for the precision and intelligence Sweet Talk requires, helps you locate the story under the story you’ve been telling. The groundwork you lay here changes your writing immediately.

then, every 30-15 days a new module drops

Sweet Talk is built to be digested, not binged. A new module unlocks every two weeks so you can absorb the lessons, complete the workbook, and build real mastery, not rush through the videos.

monthly office hours AUG-DEC

A chance to get your work seen, shaped, sharpened. Even without the live cohort, you’re not left alone. Once per month, for 4 months beginning August 2026, during a dedicated window, you can drop me your written questions, your drafts, your messaging dilemmas, your “this feels flat but I don’t know why” moments and I’ll respond inside that window. This is the place to get unstuck, get specific, get directed.

YOU DON'T JUST "LEARN COPYWRITING"

You produce the work you've been avoiding for months. With every module, you’ll complete real pieces of writing: your message, your intellectual territory, your sales page bones, your offer language, your differentiators, your narrative. By the end, you won’t just “know more”. You’ll have actual assets your business can move with and a foundational philosophy to your work that feels real, honest, compelling to the right people and completely unique to you.

Photo of Laura Hadcroft

"I can’t recommend sweet talk enough—

as someone with a masters in business and is a chartered accountant - what you learn with Lois is next level. It’s deep, it’s connected, it’s everything actually! 

Plus having Lois - who is like the big sister you never had, fierce and loyal, a cheerleader of anyone and everyone in her sphere - if you need a confidence boost, Lo is the equivalent to rocket fuel. But in a way that actually helps you believe it in yourself. 

And the way she writes and edits in a way that actually sounds like you, to show you your voice; is also incredible. I have no idea how she does it."

— Laura Hadcroft, CFO, Founder

Photo of Blake

“The best investment I have ever made in my business.

Ever since we started working together I’ve had non-stop conversations with people that all fit the category of perfect-fit client. this has easily been the best investment i’ve ever made in my business."

— Blake, Founder, Coach, Train with Blake

Photo fo Kelly Cama

"I grew 60,000 followers and know my voice!

Working with Lois on copywriting was #1 SO FUN! And #2. It was soooo helpful in distinguishing my voice and my message in my brand & copy. Lois really sought to understand me and the vision that I had for my business and from there helped me to create amazing writing in the form of emails, reels, landing pages, and more. While working with her, I gained over 60,000 followers and I launched my biggest program to date up until that point. I recommend her teachings to everyone and anyone who’s looking for support around writing, copywriting, messaging and voice!

— Kelley Cama, relationship educator

Photo of Jessica

"Lois is an expert
in creativity & strategic brilliance.

She possesses a rare blend of qualities that makes learning from her not only incredibly informative but also immensely enjoyable.

She has the extraordinary ability to distill complex concepts into digestible, actionable insights, making excellence in writing accessible to all, and English isn't even my first language. Whether you're a novice seeking to find your voice or a seasoned pro aiming to refine your skills, there's no one better to lead you through this than Lois—a true maestro in the art of communication. 

— Jessica Fabrizi, PR expert & educator

There are three types of people who join Sweet Talk

01. The cardboard entrepreneur

You have built something real. Something that works, by most measurable definitions of "works". But your marketing could belong to anyone. You know it. You feel it every time you press publish, the gap between the complexity of what you actually think and the flattened, palatable version of it that ends up in public. Your real philosophy would attract your real clients. You've just been told, repeatedly and by people who should know better, that the market wants something simpler. 

02. The thinker without a container

You are early in building something, or mid-pivot, or pre-launch, or sitting on several years of ideas that have not yet found their shape. The thinking is serious. The perspective is genuinely original. But the gap between what lives in your head and what you can make land on a page, in a way that other people can engage with and act on, feels vast. You don't need more ideas. You need the structure to turn what you already have into something that works in the world.

03. The poet without precision

You can write. Your audience knows it, your engagement shows it, people tell you regularly that your work stops them mid-scroll. But your sales pages fall flat. Your offers underlive your ideas. The creative work is flying and the commercial work is limping and you are exhausted by flipping between the two. You haven't found the lens yet that holds both the poetry and the precision — that is fully yours and fully functional at the same time.

Most people who join Sweet Talk are some combination of all three: successful but invisible, intellectually restless but directionless, creative but unconvincing.

you don't have to fit perfectly into one

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment. 

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

You're here because one (or more) of these is true:

You’re sitting on ideas you can’t articulate

You feel the work inside you… but it never comes out the way it sounds in your head. You want precision, expression, and actual language for your worldview.

You’ve hit the ceiling of “good enough”

Your offers aren’t the issue. Your delivery isn’t the issue. Your IDEAS aren’t the issue. Your language is simply too small for the world you’re trying to build.

You write entire paragraphs you never publish

because you can already hear people’s reactions in your head. You want to stop self-abandoning mid-sentence. You want to write like someone who trusts their own vision.

Your writing is strategic, not beautiful

You want language that lands. Ideas people study, share, discuss. Work that builds your reputation while you sleep. You're not here to become a "content creator", you're here to become undeniable.

Your writing is beautiful, not strategic

Your audience responds to your voice. But your sales pages fall flat. You can articulate complex ideas, but you can't explain your offer in a way feels clear. You're tired of choosing between art and commerce.

you can explain your work brilliantly in conversation

but it comes out flat on the page. You're not failing at writing, you're failing at translation. And you're exhausted by the gap.

You want to turn your obsessions into intellectual property.

You write essays in your Notes app at 2am. You have theories about culture, creativity, capitalism, things you'd talk about for hours with the right person. But you have no idea what to do with any of it.

Your marketing sounds like everyone else 

You've built a successful business, but your marketing could be anyone's. You know there's a rawer, more interesting version of your work underneath all the business-speak and you're ready to let it out.

introducing your support crew

Inside Sweet Talk you’re not being coached, actually—

you’re being developed. Your thinking, your language, your creative stamina, your emotional capacity, your relationship to visibility. All of it. And you’re held by three practitioners who each work on a different layer of your expression:

The layer where ideas form

the layer where words sharpen

the layer where the body finally lets you be seen

This is the deepest, fiercest and most holistic support I’ve ever built into Sweet Talk. And it changes everything.

HERE'S WHO YOU'RE BEING SUPPORTED BY ↓

Artful, black and white photo of Lois

Lois

A writer before anything else.
A strategist second.

My work exists for the people who feel too much, think too deeply and refuse to flatten themselves for the algorithm.

For 15+ years, I made other people sound brilliant.

I ghostwrote books that became bestsellers under someone else's name. I wrote articles that appeared in major publications with no byline. I built a 40-client agency writing websites, sales pages, and launch campaigns for businesses I could never claim. I got very good at finding other people's voices. And somewhere in there, I buried my own.

I have a first-class degree in journalism, marketing, and studied creative writing at masters level. I've worked with hundreds of businesses across nearly two decades. I know the formulas. I know the frameworks. I know exactly how to write copy that converts. But I also know what it costs to sound like everyone else.

That's why I started Sweet Talk.

I help you articulate the ideas that keep tugging at your ribs. I help you build the language that does justice to the life you’ve lived and aligns your art, audience and ambition. I help you write in a way that brings you home to yourself and opens something in the people who read you. I’m not here to teach you “marketing" in any kind of traditional sense. I will show you all of the rules so that you can decide how to break them, but I will always encourage you to break them. I’m here to help you turn your thinking into something that can be heard. Seen. Felt. Followed. I’m here to help you build a body of work instead of a pile of content.

inside sweet talk

I’m your co-writer, strategist, editor, challenger, hype woman and fellow creative conspirator. I care about your work with a level of intensity that surprises people and I hold your ideas to a standard that makes you a better thinker, writer and leader. I’m in it with you. Fully, fiercely and with every ounce of my experience.


Photo of a smiling Kal

Kal

copy clinics + copy coach

Kal writes like someone who has lived nine lives and remembers every one of them.

A former theatre-maker turned creative director, Kal writes brands with bite. Identities that feel alive under the skin, messaging with vertebrae, stories that refuse to sit quietly in the corner. He has a decade and a half of experience directing performers onstage and nearly as long directing founders and creators on the page. He’s unmatched at pulling the truth out of someone’s work, sharpening it until it gleams, and carving away everything that’s polite, padded or pretending. 

Kal’s copy clinics inside Sweet Talk 

will be equal parts precision, punch and personal excavation. He won’t let you hide behind pretty metaphors or generic wisdom. He’ll put your ideas under bright light, help you refine the sentence until it burns, and make your writing something people feel, not skim.

If Lois shapes your thinking, Kal sharpens the edge.

Photo of Maia doing a yoga pose

Maia

Somatic Integration & CAPACITY PLANNING

Maia works in the places language can’t reach, the parts of you that tense, shrink, mask or over-perform the second you’re witnessed.

Sweet Talk alumni, my co-founder of Creative Living and the most talented and transformative neuro-somatic practitioner I know. For one full week, my Creative Living co-founder, Maia, takes over Sweet Talk to teach the thing almost every programme leaves out entirely: what happens to you when the work starts to land. Because nobody warns you about this part. Your message gets sharper. The audience grows. The money moves, the offers sell, the visibility arrives. And if you haven't built the capacity to hold any of it, some quiet, ancient part of you reaches straight for the handbrake. You go quiet. You "get busy". You shrink, at the exact moment everything is finally working. 

Maia's Capacity Planning Method

is the antidote. A structured, strategic, practical, deeply somatic approach to expanding how much you can actually hold, more money, more eyes, more demand, more of your own power, without flinching, leaking it, or burning the whole thing down. We've placed her week deliberately. It lands right before you start carrying your new thinking out into public, so that when the response comes, your system is built to receive it instead of brace against it.

and then there are the guests

In the second half of Sweet Talk, once your thinking is sharp and your language is locked, we open the doors.

I spend considerable time and energy curating the people who come into this space. This is not the standard circuit. I don't invite the names everyone trots out because they're available and have a big following. I specifically look for the people who should be at the table and are doing some of the most brilliant work in the world in the exact areas you need right now.

Think: the pitching expert who has worked with over 1000 creators and knows precisely how to package your genius for the people that matter. The seven-figure public speaker known for her ideas who will show you exactly how she positions, prices and sells her thinking. The editor-in-chief on the receiving end of thousands of feature pitches a year, who will tell you, with refreshing and occasionally humbling specificity, exactly what makes her stop, and exactly what makes her bin it. The LinkedIn strategist who has built a client pipeline so full she turned away business last quarter. The book publisher who will tell you what a proposal needs to do before it lands on the right desk and what your book should do for your brand.

These are not panel discussions where everyone says something polite and nothing useful. These are working sessions. You come with your real questions, your real work, your real ambitions. You leave with specific, actionable intelligence you will not find anywhere else.

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment. 

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

the question isn't whether you've got something to say

The question is: are you ready to say it with all you've got? are you ready to back yourself 100%?

The world doesn't need more noise, more education, more "value". It needs voices of substance, your voice, in all its complex, contradictory, magnificent glory. We’re going to activate fresh thinking, cultivate your breakthrough ideas and learn how to express them, all through your writing.

Over the course of 16 weeks, you will:

write

sales pages, websites and offers that convert because they are undeniable. Whether you have an existing business or not.

build

a bank of ideas so powerful you’ll stop dreading “content” and start treating marketing like your creative playground.

develop

your complete offer messaging—whether you're launching something new or repositioning what you already sell.

map

your unique intellectual territory so you know exactly what you're here to say and why people should care.

Stop feeling

so confused by conflicting marketing advice about 'riches in the niches' and learn how to position around your message. Cuz YOU are the niche, baby.

Replace your

“I’ll-just-wing-it” writing habit with a ritual that keeps your creativity alive, your message relevant, and your business moving (even when you’re offline).

Get your

message so clear and powerful that it starts making money, bringing your name up in conversations and making meaning long after you've left the room.

The Modules

8 modules, 8 workbooks (plus a bonus module) and 16 weeks of copywriting, messaging & writing in a unique format that will teach you how to write copy so good that brands, clients and customers will be tripping over themselves to sell their ideas TO YOU.

01. Putting The Art Back In Marketing

Rebuild your relationship with writing from the ground up. In this module, we strip away the pressure to perform and reintroduce writing as a practice, not just a product — so your best ideas stop hiding behind perfectionism, performance, or “content” pressure.

You'll learn:

➔ The daily writing ritual used by history's most brilliant minds that will solve 90% of your creative blocks (I've taught this to bestselling authors)
➔ The forgotten practice that Hemingway, Didion, and every great writer in history used to generate ideas so compelling they're impossible to scroll past
➔ My 15-minute method for extracting ideas from your subconscious that are so distinctly yours, they make competition irrelevant overnight
➔ The little known technique that turns your seemingly random thoughts into a coherent philosophy your audience will follow religiously
➔ How to implant "idea seeds" that bloom into full-fledged movements while others are still A/B testing button colours
➔ The thought-leadership filter that separates forgettable content from the kind people screenshot, save, and send to friends at 2am

02. Owning Your Voice

In this module, we pull your voice out from under the rubble of industry noise, niche-speak, and performance. We’ll dig into the reason your best thoughts stay stuck in your throat, how to write with more clarity (and less compromise), and how to develop a tone that people could spot blindfolded. Because if you want to be the one they remember — you’ve got to sound like someone they’ve never heard before.

➔ Why 'writing like you talk' is the worst advice you've ever received (and the sophisticated alternative that actually builds recognition)
➔ The voice excavation work and calibration methods that make your writing instantly recognisable even without your name attached
➔ The psychological reason your best ideas stay trapped in your head (and the two-step process to release them without self-censorship)
➔ How to develop the courage to say what others won't (without risking cancellation or alienating your ideal clients)
➔ The "noise reduction" technique that filters out industry jargon and lets your authentic brilliance shine through

03. Category of One Messaging

Most people try to differentiate by being louder. In this module, you’ll learn how to become incomparable. We’ll build your unique intellectual territory — the philosophies, frameworks, and language that make your work impossible to replicate. You’ll uncover a message so precise, so potent, and so unmistakably you that the right people can’t help but remember it... and the wrong ones can’t copy it, even if they try.

➔ The world-building framework that carves out territory so distinct, others can only enter as visitors, never as competitors
➔ The three invisible elements of undeniable positioning (miss even one and you'll forever be seen as interchangeable)
➔ How to design an offer ecosystem that solves problems your competitors don't even recognise exist
➔ The "intellectual architecture" method used by thought leaders with cult-like followings
➔ Why most positioning exercises fail (and the subversive alternative that creates immediate intrigue)

04. Community Driven Marketing

This module shows you how to write in a way that makes the right people feel like you built the entire thing just for them. You’ll stop chasing virality and start cultivating real connection — the kind that lingers, loops, and leads to relationships, collaborations, and clients who stick around. Because when your voice becomes a home, people find a reason to stay.

➔ The psychological shift that transforms passive readers into active community members (without creating more content)
➔ How to identify the specific people meant to be at your table (versus those who should admire your work from afar)
➔ The 'invisible thread' technique for writing one piece of content that resonates differently with each ideal reader
➔ The conversation-starting framework that positions you as the natural leader in discussions others are afraid to initiate
➔ How to build your "idea jungle" – an ecosystem so rich with interconnected concepts that people get lost exploring it for hours

05. Storytelling + Selling

Forget everything you’ve been told about storytelling in business. This module burns the rulebook and shows you how to write stories that don’t just “build know, like, and trust” — they dismantle doubt, collapse distance, and make your reader say finally, someone gets it.

You'll learn:

➔ The three elements of stories so compelling they override logical objections (and why most storytelling advice gets this backwards)
➔ The counter-intuitive "trust stack" that builds credibility faster than testimonials or credentials ever could
➔ The moment-to-money framework that transforms personal experiences into universal desire without feeling manipulative
➔ Why the hero's journey is dead (and the modern alternative that creates deeper connection with today's sophisticated audiences)
➔ The conversational structures that make your ideas spread like wildfire without ever sounding like marketing

06. Copywriting Fundamentals

This is where strategy meets substance. In this module, you’ll learn the exact principles behind copy that not only sounds good, but sells — and keeps selling. You’ll get practical frameworks that sharpen your writing, upgrade your messaging, and give you the kind of clarity that makes people say “I need this.” If your ideas feel muddy, your offers confusing, or your sales inconsistent — this is the fix.

You’ll learn:

➔ Why “clever” copy can also be very clear (and convincing) — and what your words actually need to do to hit all three without sacrificing your voice
➔ The 3-part framework that makes every piece of copy magnetic, regardless of the platform or format, and how to write copy that actually feels like it was written by a person (imagine that).
➔ The transformation test that reveals exactly why your sales page is (or isn’t) converting
➔ The psychological reframe that turns curiosity into clicks and passivity into purchase
➔ How to write words that walk your reader straight to the buy button — without losing your personality or over-explaining
➔ The method that keeps your audience reading so long they forget to check their phone

07. Rebranding Launching & Sales

Your offer is already brilliant. But if the way you’re talking about it doesn’t match the depth, clarity, and transformation you’re delivering? You’ll keep getting ghosted, glazed-over, or lowballed. In this module, you’ll build a launch copy ecosystem that feels like an immersive invitation, not a hard sell. You’ll learn how to write the sales page, the email sequence, and the social content you would stop and read — the kind that doesn’t just sell, it builds trust, positions you as a leader, and magnetises the exact people you created your offer for.

You’ll learn:

➔ The only kind of “funnel” that doesn’t make you want to vomit — and how to build a launch ecosystem that functions like a red carpet, not a cattle drive
➔ The anatomy of a high-converting sales page that sounds nothing like a sales page (and makes your reader feel like they’ve already made the right decision)
➔ The launch messaging method that eliminates ‘low energy’ content and keeps demand growing across every phase, from pre-launch to close cart
➔ The content stacking strategy that lets you pre-sell your offer weeks before it opens — without a single cold DM or artificial countdown

08. Advanced Copywriting Techniques

Here, you’ll learn how to write in a way that reshapes perception, not just garners attention. These are the techniques that turn good writers into unforgettable ones: weaving strategy into story, embedding philosophy into sales copy, and making your message uncopyable. If you're ready to write at the level where your content becomes culture — this is where it happens.

You’ll learn:

➔ The “layered language” principle that makes your copy feel both poetic and persuasive without losing clarity
➔ How to reverse-engineer virality without cheapening your ideas or diluting your depth
➔ The neuroscience-backed editing process that makes your words stick in readers’ minds (and wallets)
➔ Why most writers accidentally weaken their strongest points — and how to deliver knockout lines without overexplaining
➔ How to “stack insight” in a way that builds authority and intimacy, one sentence at a time
➔ The number one advanced copywriting technique for increasing conversions on sales pages, ads & social posts by simply changing this one thing
Photo of Alex

"I can breathe a sigh of relief knowing the work will just flood in

To say I enjoyed working with her would be an understatement. I am so glad I took a chance and invested because I can honestly say I'm breathing a sigh of relief knowing that the work will just continue to flood in"

— Alex Rios, Lawyer

Photo of Anna

"It was Lois that truly understood what I now know is my purpose

In those early stages she gave me the confidence to be bold with my messaging.If you want somebody who listens, is in your corner and understands where you need to go (before you do) then hire her NOW!"

— Anna Woods, Founder of Positive Retail

"The best copywriter I've ever worked with. Simple

I've never met anyone who can turn websites into money-making machines just with words like Lois can. She blows our clients minds every time."

— James, CMO & eCommerce expert

Photo of John

"It's not often you come across a proper word person.

You know you're reading a good writer because you feel that person when you read it. It leaves an impression. There's some substance that sticks with you. And today, with all the notifications and inflation and "recession 'round the corner" and 343 unread emails and Netflix...that's absolute gold. This is what Lois does and teaches, masterfully"

— JOHN, COPYWRITER

Photo of Matt

"If you're on the fence, DO IT!

I can highly recommend working with Lois. She takes so much load and pressure off your plate, shows you where you've lost your voice and gives you back the capacity for your best thinking, so you have more space to create your best work."

— Matt Cama, Online Business Expert

"Landed new clients + hot leads

I've taken so many of the OG copywriting programs and even spent 18 months inside another messaging program and yet it still felt like I couldn't hear my voice. No matter what I did it still sounded like a version of me that my people loved but that I resented. There was a part of me that wondered if that was the only way to show up online? if I had to sound a certain way, or say certain things just to make a sale. It came to a point where it felt like I've lost my love for words but ST reignited that. ST reminded me the reason why I've wanted to be a writer in the first place, and it had nothing to do with copywriting being a profitable niche. 

— COLLEEN, COPYWRITER + MESSAGING

This is a four-month mentorship for people ready to write the kind of messaging that doesn’t just "convert" (how dull)

You’ll learn to turn your ideas into language that moves culture and feels as creatively fulfilling as it is profitable.
Sweet Talk isn't designed to ONLY teach you copywriting techniques (although that is a huge piece). It has been very intentionally designed to help you access the fullness of your voice, to ground your message into something bigger than "conversion rates" and turn your business into your greatest work of art – one that actually sells out in hours, not months and doesn't require you dedicating your entire life to "showing up", because your writing, marketing and messaging actually does a lot of the hard work for you.

Sweet Talk exists because creative business has lost its voice.
Everyone’s copying frameworks, following formulas, and calling it strategy. Not here.

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment. 

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

The Sweet Talk Modules-Only Edition

gives you access to the core content, tools, and writing frameworks that have helped hundreds of creatives build unforgettable brands, write career-defining copy, and finally sound like the most powerful version of themselves. Join now, get access June 15th. Limited time only.

No live calls. No community. Just you, your words, and the most transformative writing education on the internet. You will be invited into a private feedback channel where you will have the option to submit one piece of work every month for me to look at, feedback and us to jam on together.

PERFECT IF YOU'RE:

A self-starter who learns best solo and on your own schedule

Already working with a coach or in another container and want to deepen your copy + messaging skills independently

Not quite ready for the full mentorship but want to get your hands on the exact tools and strategies we use inside Sweet Talk

You’ll get:

All 8 modules of the Sweet Talk curriculum (released over 8 weeks)

8 extensive workbooks with writing prompts, exercises, and copy frameworks

A Notion dashboard to house your work, voice, and message

12 months of access to the modules + workbook library

You’ll also get:

Monthly feedback during feedback live, August-December 2026. It’s the same mind-expanding, career-defining curriculum — minus the coaching, copy editing and live support. Modules-only is available to purchase between November 21 + December 10th only. Waitlist will be first to know.

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"The Sweet Talk modules are worth their weight in GOLD.

I began as a burnt out, uninspired, high-achieving copywriter without a clue where my voice was. For the first time in years, I’m excited about my work again. My passion is back. It’s easier, and more enjoyable than ever, to articulate my “why”.

Thanks to the frameworks I learned, I don’t simply write copy that performs well (though it does!). It’s creative work I feel proud of. Words I resonate with. Creative output that makes my career worth waking up for every day.

The depth in these modules is unlike anything I’ve encountered. Seriously… as a trained marketing professional, I learned more from Sweet Talk than my entire education combined. The results are profound, both in my work and in my newfound career satisfaction.

These tools are easy to digest and they stick with you. I return to them again and again. Lois is insanely talented and excellent at teaching her approach. If you want to hone your messaging, market like an expert, and feel inspired while doing it, you need Sweet Talk!

- Cadie Muldoon Copywriter

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"Sweet Talk made me stop waiting for a muse to arrive and actually start a writing ritual.

It's like Lois teaches you how to reverse engineer everything you thought you knew--and it actually works. I find myself whipping out my phone and frantically tapping on the keyboard, or running from my kitchen into my office and opening my laptop because I just get these amazing ideas. Because it feels not only fun, but *necessary * to write.

She taught me to think more critically, to go deeper, to really understand the opposite opinion to my ideas so well I could even feel a bit of the passion they felt simmering in my belly. She always encourages you to embrace the full mess of your human spectrum, and she is a leader by example. She will make you remember that you are a human and that you are alive, down to the flesh and bones. She will light a spark that make you feel brave: brave enough to write what you actually want to write.

Lois really goes all in, with so much care and attention to detail. Her fire lights you up and her sheer genius leaves you in awe.

- Sabrina Ristorto Communications expert, agency owner

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment. 

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

It is a truth, not perhaps universally acknowledged, though it ought to be, that in every small society there resides at least one family persuaded of its own moderation, while displaying, in the conduct of daily life, the most elaborate species of vanity. In the village of Ashmore, where the lanes were clean, the hedgerows neat, and the opinions of the inhabitants more regularly trimmed than either, this distinction belonged, by common consent and private contradiction, to the household of Mr. and Mrs. Linton. Their house stood a little apart from the High Street, sufficiently removed for dignity, yet near enough for the conveniences of observation; and Mrs. Linton, who thought herself formed for retirement, had the happiest talent in the world for discovering every event from her drawing-room window. She possessed two daughters, the elder sensible enough to be occasionally tiresome, the younger lively enough to be frequently indiscreet, and both had been brought up with that mixture of gentility and economy which teaches young women to despise vulgar ambition while secretly trembling lest no advantageous ambition should ever be directed toward themselves. Mr. Linton, a man of mild understanding and excellent temper, had long since yielded the government of the house to his wife, not from weakness, as she declared when it suited her to praise him, but from philosophy, as he himself sometimes believed when denied the smaller comforts of independence.

Miss Eleanor Linton, at four-and-twenty, had so much composure in her manners and so little pretension in her speech, that many people, who only know how to admire noise, called her cold. Yet Eleanor was neither cold nor indifferent; she only thought before she felt at liberty to speak, and this prudent habit, though of immense value to its possessor, rarely contributes to immediate popularity. Her sister Clara, who had just completed her nineteenth year, possessed every advantage which quick spirits, bright eyes, and a most unresisting disposition toward admiration could bestow. She laughed with ease, listened with delight, and repented with sincerity, a sequence which made her charming to others and occasionally alarming to those who loved her best. When, therefore, it was reported that Hartley Lodge, empty since the death of old Sir Matthew Vane, had been taken for the spring and summer by a gentleman of considerable fortune, accompanied by his widowed sister and an unmarried friend, the intelligence spread through Ashmore with the rapidity and solemn importance which always attend such revolutions. Mrs. Linton received it with becoming calm for nearly seven minutes, after which she rang for tea, sent Clara to inquire of the milliner’s wife whether anything further were known, and observed to Eleanor that she had no taste for new acquaintance, but could not help fearing that strangers, if left to inferior guidance, might form an unfortunate estimate of the neighbourhood.

The gentleman in question proved to be Mr. Edmund Fairfax, a man of eight-and-twenty, with an estate in the north, a thoughtful countenance, and that quiet civility which is frequently mistaken, by the vain and the shallow, for encouragement. He was attended by his sister, Mrs. Dalton, cheerful, well-bred, and benevolent, and by Mr. Henry Verner, whose ready address and smiling confidence recommended him, from the first evening, to every person who valued ease above judgment. At the first assembly after their arrival, Mr. Fairfax danced twice with Clara, once from inclination and once from accident, and spoke to Eleanor on the state of the roads, a subject which she improved beyond expectation by answering with intelligence. Mr. Verner danced wherever a place was open, praised everybody within hearing of someone else, and had, before the evening concluded, convinced half the mothers present that he admired their daughters, and half the daughters that he understood them uniquely. Clara came home enchanted by his vivacity, amused by Mr. Fairfax’s reserve, and wholly certain that Hartley Lodge would rescue the summer from dullness; Eleanor, who had observed a greater distinction in the attentions paid than Clara had perceived, was less eager in her conclusions, though not less interested in the newcomers. Mrs. Linton, having determined that Mrs. Dalton was an agreeable woman and Mr. Fairfax a desirable establishment, congratulated herself on having always thought Ashmore capable of attracting superior society.

What followed, in the course of six weeks, was precisely such a confusion of dinners, walks, accidental meetings, intentional calls, and misconstrued silences as may be expected whenever vanity, affection, and conjecture are permitted to dine together. Clara, delighted by Mr. Verner’s gallantry, grew every day more disposed to interpret his attentions into constancy, though he bestowed the same species of admiration on every agreeable woman within ten miles. Eleanor, seeing both his vanity and her sister’s danger, endeavoured to caution without wounding, but advice from a prudent sister is rarely welcome where folly arrives in a more flattering form. Meanwhile, Mr. Fairfax, who had seemed at first almost austere, began, by slow degrees, to show that beneath his reserve there existed a mind both feeling and exact, not quick to display itself, but more pleasing the longer it was known. He spoke seldom in company, but always to the purpose; judged others with fairness; and seemed, in Eleanor’s presence, less occupied by restraint than by a desire not to say too much. She, who had no vanity to assure her of triumph and too much sincerity to seek one, was gradually surprised into esteem before she suspected she could be an object of preference. Mrs. Dalton, whose penetration had all the sweetness of good nature, perceived the growing attachment with satisfaction, but said nothing; for there are some women so excellent as to understand that happiness is best assisted by kindness, not management. The crisis came, as such things often do, through the indiscretion of one person and the integrity of another. Mr. Verner, after leading Clara to expect what he had never seriously intended, accepted an invitation to spend a fortnight elsewhere and, within days, was reported engaged to a young lady with twenty thousand pounds. Clara’s mortification was severe, because her feelings had been sincere, though her judgment had been weak; and Eleanor’s distress for her sister was increased by the necessity of witnessing her mother’s alternate indignation against perfidy and resentment against disappointment.

It was during this season of domestic discomfort that Mr. Fairfax distinguished himself most sensibly in Eleanor’s regard, not by professions, of which he made none, but by the delicacy with which he avoided intrusion, while never appearing indifferent to the sufferings of the family. He showed Clara a degree of respectful compassion that restored her self-command without humiliating her; he treated Mrs. Linton’s agitations with patient civility; and he found, in short conversations with Eleanor, opportunities of expressing that steadiness of principle which gives dignity to affection. At length, on an evening when the heat had driven the household into the garden and Clara, now calmer and wiser, had wandered with Mrs. Dalton toward the orchard, Mr. Fairfax asked Eleanor whether she believed herself capable of being happy in a life less animated by display and more governed by mutual confidence. No woman of understanding could mistake the meaning of such a question when delivered with a countenance at once earnest and timid; and Eleanor, who had long esteemed him too much to trifle with either his peace or her own, answered with a modesty that did not conceal her happiness. Their engagement, when disclosed, was received by Mrs. Linton with transports carefully balanced between maternal tenderness and self-congratulation; Mr. Linton declared he had always liked Fairfax’s manner; and Clara, embracing her sister with tears half gay, half penitential, confessed herself almost as glad to see good sense rewarded as she once had been eager to see charm admired. Thus Ashmore, which had expected entertainment, was furnished instead with instruction; and if some were disappointed that fortune had not united itself with greater brilliance, wiser observers allowed that where esteem leads and affection follows, the marriage may safely dispense with astonishment.

The culture is broken, but you don't have to be.

We' ve been taught to run our businesses like machines...

Always producing. Always performing. Always pretending.
Smiling through grief. Selling through burnout. Showing up when your body’s begging you to stop.

Somewhere along the way, “visibility” became a stand-in for worth.
“Showing up” became a metric for value.

“Being a leader” meant performing an impossible level of perfection.
And writing, your most powerful tool for connection, became another task on a never-ending list.

We’ve normalised a way of doing business and art

that leaves no room for being human and formulises everything that makes our marketing and creative lives actually fulfilling and enjoyable.

No space to be messy, soft, slow, scared, undone, in process.
No time to write the words that mean something because we’re too busy trying to keep up with the algorithm or force ourselves into someone else's funnel blueprint. I have refused to run my business and write my work this way, and the pay off is huge.

One thing I absolutely know to be true

The most powerful businesses, thinkers and leaders of the next decade will be built on truth, not trends.
The people brave enough to say something real and build trust through ideas that move people.
Now is the time to be human first, business owner second — and still wildly successful.

Sweet Talk is the embodiment of exactly that.

It’s a place to reclaim your voice, rebuild your writing practice, and root your business in the kind of expression that makes everything else easier.

We are not here to perform.
We are here to create, to connect, to be felt.
We are here to write the kinds of words that carry our work farther than we ever could on our own.

Sweet Talk sells out within a couple of days every time

Because what we do here changes everything. Past students call it "life-altering," "revolutionary," and "the missing piece." We go deeper than strategy, further than formulas.

but that's just the beginning.

While traditional copywriting courses teach you to follow formulas, we teach you to break them. While they focus on "pain points," we focus on possibility. While they teach you to fit in, we dare you to stand out.

The Questions You Might Be Asking Right About Now...

Is this mostly for service providers? Coaches? Creators?

Sweet Talk is designed for any entrepreneur, founder, or creative who sells with their words. Whether you’re a coach, strategist, designer, educator, healer founder-led brand or hybrid — if you have something to say, and something to sell, Sweet Talk is for you.

Do I need to be a strong writer already?

No, but you need to be willing to do the work and you should WANT to be a strong writer. I’ve worked with CEOs, founders, politicians, creative writers and thought leaders who don’t love writing marketing, but they know they can’t keep winging their message. They know their words are the foundation of their movement and they’re ready to build something undeniable. If you’re open to working through ideas, answering the right questions, and refining your language alongside me, you will leave this process with messaging, language and ideas that feel effortless and fully yours. And you'll have a way easier and more enjoyable time writing for your business after.

How much time will this actually take each week?

Beyond the live calls (2-4 hours per week), expect to spend 3-5 hours on workbook exercises, writing practice and implementation in the first two months. This isn't a "watch the videos and you're done" program, you're building a complete messaging system. The time investment is front-loaded in weeks 1-8, then lightens as you move into refinement and application. But we're with you every single step of the way. Guiding, reading feedbacking and cheerleading. You'll never feel alone.

What if I can’t make the live calls?

Every live session is recorded and added to your dashboard. You’ll never miss out on the learning, and if you want written feedback, you can submit your writing to the Circle group or copy clinics in advance. But, we always offer two options to suit timezones across the globe, so chances are you will be able to at least make half of them. The call times are decided based on the group and happen across multiple timezones to be global friendly. Usually Tuesdays, Wednesdays & Thursdays.

What happens after 16 weeks? Do I keep access?

You keep lifetime access to all modules, workbooks, recordings, and the Notion dashboard. The private community and live calls end after 16 weeks, but the curriculum is yours forever. Many graduates return to the modules when launching new offers or going through rebrands. Sweet Life, is my invite-only Sweet Talk graduate membership and most graduates continue our work together over there. 

Will I have finished copy by the end, or is this mostly strategy?

Both. You'll build the strategy (your Category of One framework, messaging foundation, intellectual territory) AND write the actual copy (sales pages, About page, emails, launch messaging). Sweet Talk isn't theoretical, you're writing real marketing for your real business throughout the 16 weeks, with live feedback.

I already have a thriving business. Won't I be more advanced than the rest of the group?

Many Sweet Talk participants run established, profitable businesses. The difference between this program and others isn't the business stage, it's the creative stage. You've earned the revenue. Now you want to earn back the voice. The cohort includes founders at every level, but what unites everyone is this: they're done compromising. Some are building from scratch and want to do it right. Some are rebuilding after burning out on the first version. Some, like you, have succeeded by the traditional metrics but refuse to keep marketing like a machine. 

English isn't my first language. Is this program for me?

Yes. Several Sweet Talk participants are non-native English speakers and have built powerful, distinctive voices in their first, second (or third) language. The focus is on clarity and precision, not perfection. If you can read the materials in English, you can write in any language and we'll help you sharpen it. Hay becas disponibles para mujeres en Costa Rica.

Got more questions? DM me on Instagram, I'd be happy to jam with you about whether this is the right fit for you right now x

One more thing:

I will never sell something to a person or a brand that doesn’t need my services, who would be putting themselves in a bad position financially if they used my services or who aren’t totally confident in using my services.

So, if you can happily tell me that:

1. You need to learn how to write really good effin copy
2. You won’t be in a bad position financially immediately upon investing in this course
3. You are confident in my ability to teach you the good goods and you're prepared to do your part…

Then, please, hit that button like it’s 2005 and we're all just discovering what Facebook advertising is. I don’t want you to fry your nervous system and try to force immediate ROI. That never ends well for anyone (no shame).

Hay becas disponibles para mujeres emprendedoras en Costa Rica. Envía un correo a [email protected] para aplicar. (Disponibilidad limitada).