Copywriting & Newswriting
Times aren't like they used to be, Don Draper.
Conceiving language that compels a reader with an attention span of 8 seconds is hard. Word selection and persistence are tough.
Luckily, the world's first school of journalism gave me more than just a repulsion for the Oxford comma. It taught me to call, call and call again -- and if that doesn't work, haul your notepad to the city government's finance lobby for six consecutive mornings until you're allowed an interview.
Only the best journalists take seemingly innocent words and meld them into beautiful stories. I intend to do just that.
Bank of America for the MU School of Journalism
Over the course of 3 months, my team and I worked to curate strategy for Bank of America and its target market. While enacting qualitative research, developing insights and providing opportunities for Bank of America to heighten its omnichannel customer experience, I wrote copy to accompany it all. Though COVID-19 brought the unique barrier of collaborating remotely, our team worked flawlessly to deliver this final product.
Online Shopping and the Local Financial Crisis
The city of Columbia is caught in an escalating financial crisis, and local consumers may not recognize their contributing role in the matter. Columbia’s most recent 10-year trend manual shows an estimated sales tax revenue loss of $13.5 million since 2008 due to the increasing popularity of online shopping.
Over the last 10 years, the United States’ percentage of online sales has increased from 3.6 percent to 8.9 percent, meaning a high aggregate loss of sales tax revenue. The city of Columbia’s budget officer, Laura Peveler, said its percentage of online sales could have been as high as 16 percent due to the large number of college students in the area, who are much more likely to shop online.
“Students are mostly online shoppers, past restaurants and beer,” said Peveler.
A Crisis in the Government
Diminishing local sales tax means less funds for capital improvements, parks, transportation and government positions, which can force a city government to cut programs. It also threatens public safety levels. Councilman Mike Trapp said 70 percent of the general fund revenue goes to the police force and Fire Department.
“Sales tax was a serious issue years ago – now it’s critical,” Trapp said. “It’s an existential threat to our ability to provide minimal services.”
While sales tax revenue decreases, expenses do not. Peveler said the city has considered imposing a use tax, but only the state of Missouri can provide that opportunity. A use tax is a sales tax on purchases made in another state, but then used in a person’s state of residency.
However, the Supreme Court recently ruled in, South Dakota v. Wayfair Inc., stating that the requirement of a physical presence in order to owe sales tax is no longer applicable due to significant advancements in technology. This ruling has opened the door for states to require all sellers making sales above a specific threshold in a state to collect sales taxes. However, before the city can propose or pass a use tax, Trapp said Missouri must agree to incorporate this idea into the state as a whole.
Peveler said that long ago, the city made an effort to focus heavily on sales tax in an area that was steadily growing financially and in population. As the city’s growth has slightly plateaued and the internet’s presence has grown, Peveler said it is important that the government begins to look at other means of collecting revenue.
Peveler said the city is exploring diversifying revenues through higher property tax rates to ensure adequate revenue for the city.
“Sales tax is the biggest problem that we have,” Trapp said. “We’re in a world of hurt.”
Local Businesses Feel Impact
City government is not the only sector suffering from increasing online sales. American Shoe is a downtown shoe store celebrating 100 years of business in mid-Missouri that certainly feels the impact of online retailers. Mike Quinn, manager of the family-owned-and-operated shop, said their shop is as “traditional as you can find.” The company stocks products based on personal and customer preference, has face-to-face interactions with customers and is service-oriented.
American Shoe individually fits each person for shoes and creates long-lasting relationships that encourage shoppers to return, but the Quinn family has recently found that some customers will take advantage of the fitting and then buy the shoe online. Companies such as Amazon and eBay dominate the market and worry small business owners such as Quinn.
“It’s frustrating when competition that is so readily available doesn’t have to pay sales tax,” Quinn said.
This form of exchange makes sense to the customer. It is usually cheaper to buy online because the company selling you the item does not have to pay sales tax, encouraging it to sell at a lower price. However, buying online does nothing for the local community, as a customer’s remote purchase is not benefitting the small business or the city that collects sales tax to maintain and restore public programs and utilities.
“It’s called showrooming and has become a big trend in small businesses,” said Brian Moran, former executive director of sales development at the Wall Street Journal and current CEO of Small Business Edge and Brian Moran & Associates, based out of Ho-Ho-Kus, New Jersey.
Moran said it is dangerous for cities such as Columbia to consider competitive pricing as the biggest issue and results in a trend known as a “race to zero.” Moran also said Amazon will always be cheaper than small businesses because of its size and power, and to try to compete with it in regards of pricing will shut down younger companies.
“The biggest issue is not pricing - it’s convenience,” Moran said.
Moving Forward
Instead of trying to compete with something not within the repertoire of a small business, Moran recommended that Columbia stores focus on delivering exceptional customer service. An online presence can aid in bringing customers to your store, but what makes them stay is the experience.
“It has nothing to do with the business, and everything to do with the relationship,” Moran said.
Rieva Lesonsky, an MU alumna and president of GrowBiz Media, said people are craving environments where people know their name. She recommends the city bring more attention to local small businesses on a regular basis.
“A yearly event in September called ‘Get to Know Columbia’ for new students would be nice,” Lesonsky said.
To keep local businesses and government running, experts say people should spend their dollars in Columbia.
“When you shop downtown, you’re doing your part,” Moran said.
Rock Star Returns to His Roots
A shaggy-haired vocalist covered in sweat shredded his guitar under red and blue lights on an intimate stage at the Troubadour in Los Angeles. The ’90s were dominated by pop and punk, and the rock ‘n’ roll band, Confident Years, was thriving in front of a crowd of fans.
But these days, most people shopping at American Shoe would never assume that manager Mike Quinn was once a rock star on the West Coast.
Quinn, who will play in a show Friday, says that he never leads with “I’m a musician” while running his family-owned business, American Shoe. It was his father’s record collection that gave Quinn the music bug and his sense of rhythm.
A Musical Life
A young Quinn figured out that if he lay on the cold floor of his basement and kicked the bottom of his father’s desk before hitting his uncle’s marching snare, he had his own drum set. After a few weeks of listening to his makeshift music, his parents asked where he got the set and were shocked to see their son’s creation.
Quinn’s father bought him an old drum set from a neighbor that night. One weekend, Quinn, bored with drums, picked up his brother’s guitar and taught himself how to play. He learned the song “Basket Case” by Green Day in two weeks and played it at the Hickman High School talent show.
“I don’t know what I was thinking,” Quinn said. “It sounded so bad, but I loved it.”
Since his first performance, Quinn has performed in bands such as Moonship, Nonstop 3 and Confident Years. Eventually, Confident Years received enough attention in Kansas City and St. Louis to take the group to popular venues in Los Angeles. Quinn says that he toured seriously for 26 years across the United States.
However, it wasn’t long into his career when his then wife became pregnant with their first child. Quinn then decided to return to Columbia to pursue a college degree and do what was best for his family.
After graduating with an English degree at MU, Quinn was searching for regular work to support his wife and child. He worked part time at the family business, American Shoe, while in college.
Running the Business
His parents needed temporary help with computers for American Shoe and told Quinn he could take time off to travel for his music industry as needed. That was August 2003. Quinn says his family knew what they were doing.
“Well played,” he says, with a laugh.
At the time, American Shoe brought the basic necessities into his life: food, shelter and education. Years later, Quinn says, American Shoe also gave him a strong connection with his family and provided time to spend with his children.
Samantha Dite, a self-proclaimed “shoe slinger” at the store, says that Quinn is extremely knowledgeable both in and out of the store.
“He knows his stuff, and he’s so fun about it. Ask him about any shoe or album name.”
Sam Neal, a fellow American Shoe employee, said Quinn is kind and genuine to all employees and customers.
“There’s so much to him between his family, friends and honest nature. It’s like having a cool uncle or older brother take you under their wing.”
For Quinn, managing music, business and a family has proved difficult but worth every moment.
“Raising two kids is hard as a single dad -- work and kids is the biggest balance. But music has not taken a backseat in my life. I’ll always do it.”
Quinn now drums in the band New Tongues, which has its first show at Café Berlin Friday. He says that you make time for your passions, but that his family and their business will always come first.
In 2019, American Shoe will celebrate 100 years of business in mid-Missouri in 2019. Quinn’s great-grandfather Elias began the store after leaving Lebanon, entering through Ellis Island and settling in Jefferson City. Quinn’s father opened the Columbia location in 1976.
“People expect this store to sell only American shoes because of its name,” Quinn said. “Honestly, my great-grandfather called it ‘American Shoe’ because he just desperately wanted to be American.”
ThinkFit for Relevant Youth
At Relevant Youth Ad Agency, I was granted the opportunity to write creative, engaging and original blog posts for ThinkFit Products. As copywriter, I also utilized search engine optimization and web design to drive potential customers to the web site and its blog.
Whole 30 Meal Prep: Easy Recipes, Grocery Lists & Tips from ThinkFit
Written by Emma Novak, and published here.
Whole30.
It’s a popular diet amongst many Facebook-goers, gym rats and suburban moms. “Whole30” is probably a term I’m sure we’ve all heard in some way or another… but what really IS the program, and why are people always raving about its “life-changing qualities”?
Don’t worry - we’ve been there too.
Whole30 came into existence when Melissa Urban blogged about a dietary experiment she completed in 30 days during 2009. For reference, Urban is a Certified Sports Nutritionist and now four-time New York Times bestselling author, so she has ample knowledge to go around within the Whole30 program.
The basis of Whole30 is to limit yourself from certain foods or ingredients for 30 days in order to determine what kinds of foods your body works best with.
There’s a lot of foods you can eat on Whole30, such as meat, seafood, eggs, veggies and fruit, natural fats, herbs, spices, salt and seasonings. Anything that uses simple or recognizable ingredients is KEY in Whole30.
Unfortunately, it can be tough to get those amazing results. But no major lifestyle change is going to be a walk in the park!
With Whole30, you’ll need to avoid the following:
Alcohol in any form
Real or artificial sugar (this includes honey, syrup, Splenda, etc!)
Grains such as wheat, corn, rice, oats, quinoa, bran - all of it.
Dairy including milk, cheese and Greek yogurt.
MSG or sulfites
Baked goods, junk foods or anything that barely fits Whole30 (these miss the whole point of the program and probably got you into health trouble to begin with!)
Nothing that says it has Whole30 “approved” ingredients (pancakes, waffles, bread, brownies, pizzas, pasta, cereal, chips or French fries.)
A scale or tape measure (you need to look at all the lifelong benefits - not just weight loss.)
Okay, so you know what you can and can’t eat…
Now what?
In order to follow the Whole30 program, your only responsibility is to stick to this set of rules for 30 straight days without any cheats. Just simply make good food choices without weighing or measuring yourself or your food. We know, it’s a little different than meal prep - but you don’t need to restrict calories or portion sizes in this (although you definitely could if you wanted to - but again, not the point).
The program is grounded in the science of an elimination diet and helps identify food sensitivities, but only if you completely eliminate these possibly problematic items. That means if you slip even ONCE within the 30 days with a sip of beer or a spoonful of ice cream…. you have to start over from Day 1.
We’re not kidding.
It’s a really difficult 30 days to stick with, in all honesty. But we at ThinkFit know that this program changes lives and is for your own good. But think about how long and full your life has been, and consider how small of a portion 30 days of your life is!!!
Again, Whole30 is different than a full-time dietary change. Its purpose is to show you which foods your body isn’t a fan of, and therefore fix your diet and lifestyle going forward! After Whole30, you’re guaranteed to feel healthier and more self-aware. This isn’t meant to be a permanent behavior, but rather a temporary process that will affect your personal choices afterward.
Alright, great. So now we know about Whole30… but isn’t that similar to Paleo?
“Paleo” is another word we’ve often heard in choices of diets and healthier eating. How is Paleo different than Whole30, you ask?
Fair question.
Paleo diets are designed to mirror what our earliest hunter-gatherer ancestors ate thousands of years ago during the Paleolithic Age. Researchers have determined that many diets were originally composed of whole foods, paired with ample physical activity. Because of this lifestyle, these humans had low rates of diseases such as obesity, diabetes and heart disease.
So, with that, could the current human’s diet be creating health problems?
Oh, definitely - at least, we at ThinkFit believe so.
There’s no one correct way to eat in a Paleo diet, mainly due to the large geography of our human ancestors and the wide variety of foods each area provided. However, basic food groups included meat, eggs, fish, veggies, fruits, nuts, seds, herbs, spices and those healthier fats and oils.
We can guarantee you that paleolithic humans did not have access to processed foods, sugar, soft drinks, grains, dairy, legumes, veggie oils, margarine and trans fats. That means those items have GOT to go when following the paleo diet. However, within recent years, many people have chosen to follow the Paleo diet but add some personal adjustments such as including gluten-free grains.
Items such as tea, coffee, red wine and dark chocolate weren’t around thousands of years ago, but in small amounts these items can be reasonable and even healthy. Many people following the Paleo diet regularly indulge in limited portions of these foods and drinks!
Another diet description in the bag… feeling overwhelmed?
Us too.
The main difference between Whole30 and the Paleo diet is that Paleo permits natural sugars like honey and syrup. If you’re a sugar fiend, you may find yourself better sticking to a Paleo diet. However, it’s important to remember that Whole30 is NOT a lifestyle, but rather to be used as a “reset” on healthy diets and lifestyles. Both of these programs encourage purer eating and usually lead to healthier lifestyles and bodies, so it’s crucial to decide what kind of eating plan is most appropriate for you.
However, you’re likely to benefit from Whole30 if you are looking to lose weight, improve your health conditions, clear up adult acne, fix digestive problems, increase your natural energy, actually satisfy your cravings, sleep better, know which foods to avoid…
Yeah, we’re pretty sure everyone falls into at least one of those categories.
Our point? Whole30 is for everyone.
Still interested?
Here are 7 of our favorite recipes to follow under the Whole30 program.
Breakfast:
This Super-Green Smoothie Bowl is full of nutrients and is SO good for both your Instagram feed and your stomach. Spinach, bananas and ginger give this breakfast lots of flavor - just be sure to leave out the honey!
This Potato Boat Power Breakfast tastes just as good as it looks. You truly can’t go wrong with bacon, a fried egg and avocado for a filling breakfast - but follow our link to check out some lunch and dinner potato options, too!
Lunch:
This Roasted Broccoli Salad with Celery and Apple is both fresh and robust once the white wine is replaced with Whole30-approved mustard. If you’re feeling really hungry, feel free to pair it with grilled chicken and feel content with another successful Whole30 escapade!
These Loaded Guacamole Sweet Potato Fries are a sweet and savory combination you’re sure to love at first bite. Though they can also be eaten as an appetizer, everyone needs a cheat meal… that is, within those Whole30 boundaries.
Dinner:
These Crisp Sesame Fish Fillets add crunch to your Whole30 diet without all that gluten. Fish makes for a light dinner and its sesame seeds fight inflammation - double win!
This Sweet Potato Chili is spicy, sweet and even hearty, so it’s sure to please all types of eaters. Don’t worry, this recipe doesn’t include beans - but it does include lots of veggies and protein.
These Chicken Banh Mi Meatballs are a flavorful Asian take on dinner, typically served as a sandwich on a baguette. However, even without all the bread, this meal is sure to excite your taste buds for an enjoyable meal likely different from your other Whole30 meals.
An official grocery list for a Whole30 diet can be found here, but here are some of our top recommendations to include in your shopping cart:
PROTEINS: We like to stick with eggs, chicken, turkey, and some sort of seafood. Our favorite is salmon, but others at ThinkFit prefer shrimp or tuna.
VEGGIES: The ThinkFit team enjoys vegetables such as asparagus, Brussels sprouts, cauliflower, peas, sweet potatoes, tomatoes and greens such as kale, romaine or arugula.
FRUITS: All fruits are allowed on the Whole30 diet, but we enjoy apples, bananas, grapefruits, mangoes, berries and pineapple to give our diet sugar… without being, you know. Sugar.
FATS: Though you want to limit the amount of fats, we recommend items such as avocado, olives, almonds, cashews, sesame seeds and almond butter in your diet. For cooking, try to stick with extra-virgin olive or coconut oil.
SPICES: You can include as many spices as you want in all Whole30 meals - that’s why we recommend every bottle on the shelf. Our personal favorites: allspice, cayenne, paprika, cilantro and ginger.
DRINKS: Coffee. Just…. Coffee. Or Green tea, but we mostly run on coffee. And water.
Okay so now it’s starting to sound amazing, right? All these options and health benefits are SO WORTH IT! But…
How do you really live out a Whole30 lifestyle?
Here are ThinkFit’s top 5 tips to sticking with Whole30:
1) Don’t even think about letting yourself slip.
Slips are an intentional choice, and exceptions aren’t a thing with Whole30. If you consume something off the list, you’re choosing to start it all over again and delay or possibly bail from transformative results.
2) Plan your meals.
Sound familiar? We at ThinkFit are clearly all about meal prep, and Whole30 is no different. If you already have your meals prepared, you won’t have to worry about cravings, wasted time or spoiled ingredients.
3) Watch your timing.
Maybe DON’T start Whole30 during the holiday season with all the fun meals and desserts around. A month of dietary change is a huge commitment, so make sure your Whole30 diet is during a time of year where you can authentically stick to the plan without too many distractions or temptations.
4) Look at those nutritional labels.
Not all Whole30-non-compliant foods live in junk food aisles. Added sugars hide in items from processed meats to fancy coffee drinks. If you’re ever unsure, check Google - or just stay away from ingredients you can’t pronounce.
5) Try new foods.
30 days is a short amount of time - so why not try new foods or recipes to make life a little more exciting? With new and interesting flavors, you won’t even think about all the items you’re excluding from your diet. Plus, you’ll be more likely to enjoy what you’re eating!
Looking for additional resources to pair with our post? Look no further.
Our favorite Whole30 cookbook is Whole30: The 30-Day Guide to Total Health and Freedom. Unsurprisingly, it’s written by the ingenious Melissa Urban and co-author Dallas Hartwig so this information comes STRAIGHT from the source… and is so, so, so yummy. The two’s book even includes healthy eating tips and information the Whole30 program to ensure a carefree and slip-free 30 days and a successful and enjoyable post-Whole30 lifestyle!
Our favorite Whole30 website is Tastes Lovely from Natalie Gruendl, who follows a clean, Keto, Whole30 diet! Though that may sound intimidating to some of our readers, all of her recipes are delicious and safe for consuming. Since 2017, all recipes are Paleo, gluten-free, dairy-free and refined sugar-free. Almost all of her recipes are Whole30 and Keto, but make sure to press the Whole30 filter when sifting through her delicious and beautiful website (we don’t want anyone restarting their 30 days because of an accident!!). She also includes grocery store guides and weekly menus which we adore!
Okay, last thing - if you’re a social media-savvy eater, try following the hashtags #whole30 and #whole30approved! Though it may seem obvious to some, following hashtags like these on Instagram, Twitter and Facebook can make it ultra-convenient to discover new recipes and find inspiration in your 30 days and beyond.