I was the kid whose third-grade spelling sentences appalled my teacher and thrilled my class. Instead of the typical Sarah ate a crunchy apple, I strung them together into a spine-tingling horror story about what happened to children who didn't do their homework. I just couldn't stick with the mundane when there was a world of stories to be told — and I still haven't outgrown that.
I do a lot of things: I write strategic copy for meaningful nonprofits and mission-driven brands, help founders find their unique voice, create content for educators who have something valuable to spread, and write can't-put-down 
Copywriting
Websites, emails, donor appeals, campaigns.
a.k.a. inspire action with words that work.
See Samples →COPY & WRITING FOR MISSION-DRIVEN ORGANIZATIONS AND PURPOSE-LED BRANDS
The Writer Your Story Needs
Through emotive storytelling and data-based strategy, I'll move your audience to act — so you can focus on changing the world (and still have time for a coffee break.)
You don't have time to chase after your audience.
You know you have valuable things to share.
You know you can impact lives and make a difference.
But you can't seem to find the words to get across the magic you know you can offer the world - and that means you're not accomplishing what you could be.
You're not reaching the people you should — and it's costing you time, money, and energy.
Your wings are clipped.
What if your story looked different?
What if you had the perfect words to powerfully get your message across?
What if the people you most want to reach came to you for the opportunity to have a part in what you're building?
What if your website did the talking — so that when people reached out, you already knew you were a good fit for each other?
What if you never had to feel like a desperate car salesman instead of the changemaker that you are?
You need a hard-working partner.
Someone to uncover the magic that is already there and write so that your audience gets it.
EVERY GOOD STORY HAS A HERO. AND EVERY GOOD HERO HAS A GUIDE.
Hi, I'm Ettel.
a.k.a. your guide
I'm a wife and a mother and a teacher and a friend. I'm an actress, an artist, and an almost-psychologist (I dropped out mid-Master's and chose to brighten the world with storytelling instead.)
I was the kid whose third-grade spelling sentences appalled my teacher and thrilled my class. Instead of the typical Sarah ate a crunchy apple, I strung them together into a spine-tingling horror story about what happened to children who didn't do their homework. I just couldn't stick with the mundane when there was a world of stories to be told — and I still haven't outgrown that.
There's nothing I love more than stories — except maybe people. (And pretty coffee mugs. And new leather notebooks.)
I believe that every person has a story and every story has a little bit of magic inside of it.
I'm here to help you uncover it. Because people rarely connect to information — they connect to stories.
I do a lot of things: I write strategic copy for meaningful nonprofits and mission-driven brands, help founders find their unique voice, create content for educators who have something valuable to spread, and write can't-put-down thriller novels curriculums for schools and organizations. I've got many hats, but one umbrella —
I'm here to help you help them.
My people-connecting skills, background in psychology, and love of words combine to help you reach your audience with empathy, warmth, and wit — so that you can focus on the bigger things. (Or take a nap. I firmly believe in siestas.)
Ok. Enough about me. Tell me about yourself.
Are you a…
Nonprofit or charity
Ready to turn your mission into words that move people to open their hearts (ok, and their wallets?)
School or educational organization
With powerful content that needs to spark wonder and a love of learning?
Wellness or therapy practice
Who wants to connect with, support, and encourage the people who need you — without feeling salesy?
Mission-driven business
Doing work that genuinely betters people's lives and needs copy that reflects that?
Then Let's:
- Tell stories that show your values in action
- Bring personality and life to your messaging
- Give strategic structure to your copy so the pretty words actually work
- Adapt your tone to suit your audience and platforms
- Communicate with warmth and clarity to the people you serve
What's your story
and how can I help you?
Storytelling
Donor impact books, newsletters, lyrics.
a.k.a. bring the story inside your data to life.
See Samples →Educational Content
Curriculum, lesson plans, educational series.
a.k.a. spread ideas with clear and engaging writing.
See Samples →An unbelievably gorgeous and moving piece.
Thank you so much for writing this beautiful song. It expressed everything that I envisioned and, it seems, did the job it was intended to do. So many compliments were said about the words and about the chosen track!
I literally sleep better at night knowing that you are part of our team.
How it works
- 01
We Meet
You tell me about your mission, your goals, your audience, and a lot more. I ask a lot of questions — get ready to get deep and vulnerable.
- 02
I Dig In
I find the story underneath your work — the magic that was always there. I research until I know what keeps your audience up at night and what makes them laugh out loud.
- 03
Get Your Happily-Ever-After
I write. You review. We refine until every word is exactly right.
If these values are your values too, then I know we can work magic together
Are we on the same page?
Connection, not coercion
Your work exists to help people. Your copy should feel that way too. No fear-mongering or manufactured urgency — just clear, honest writing that gives your audience the information and gentle encouragement they need. That's not just good ethics. It's good copywriting.
More extra, less ordinary
Fresh, creative thinking on every project. No boring cookie-cutter copy. Your story is unique and your words should be too.
Brains before bots
Every word chosen by a human who genuinely cares about your mission. AI is useful — but it can never replace a real mind and heart.
Make it easy for the people you serve to find you.
Let's talk.
If you're working on something meaningful and need help finding the words for it — I'd love to hear about it.