In setting up my new online store for Red Creek Spirit Jewelry, one of the thousands of small tasks was to write a "meta description" that would show up on search engines. It needed to convince the "window shopper" that my jewelry is truly and distinctly different from the (literally) millions of pieces that are displayed on Amazon and Etsy, and to then entice the reader to click on my link and "stroll" into my store.
And all of that needed to be accomplished in 320 characters.
Fortunately, I had been chewing on this for a month or more, so I thought I could craft something workable pretty quickly. (-->insert uproarious laughter here.)
After 90 minutes of uninterrupted laptop time and more than a dozen drafts, this is what I finally settled on:
Red Creek Spirit Jewelry is designed and created for the Warrior Spirit by former US Army Captain Alison Miller, in her NC mountain studio. The mission of her natural gemstone jewelry is to help you tap into your strength, wisdom, courage, and power, so that you can accomplish what you are here to do.
Oddly enough, the clarity I reached on this came from Tori Dunlap, host of The Financial Feminist and owner of "Her First $100K", who said something so powerful, it ignited this whole Red Creek Spirit journey for me. In one of her Instagram posts she wrote,
"I don’t like the phrase 'empowering women.' The definition of 'empower' is to be given power. You don’t need to be given power, you already have it. You just need to learn how to use it."
That was such a paradigm shift for me that, from the moment I read that, I stopped using the word "empower." In fact, I started to see that word as being far more condescending and invalidating than it was supportive. It starts with the premise that I (or someone other than the individual) has power that can somehow, out of the kindness of their hearts, be bestowed on the less powerful.
Tori Dunlap is right. Completely right. We have the power within us to do the hard things, the scary things, the painful things. Maybe we don't have all the information yet, but we have to power to obtain the information. Maybe we're afraid--terrified, even--to make an important, positive change, but we have the power to problem-solve and make that change anyway.
The purpose of my jewelry is to help you tap into these life-giving, life-enhancing traits that lie within your heart and soul so that you can live out loud and focus on your life's mission.