MADE WITH LOVE & GUTS BY

⏲ DAYLIGHT EDITION

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Think back to when you first started your business.
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How scrappy you were then. How creative. How bold.
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You created offerings you were excited about, even if they weren’t yet refined.
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You launched a website and told people about it, even though it wasn’t polished.
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You pitched dream clients and podcast hosts, even though you were a relative unknown.
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Maybe success came quickly, or maybe it took a while to gain traction.
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Maybe you spent way too much time making a logo, editing your website copy, or crafting the perfect business plan—only to scrap all of it and start over a few months later.
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Maybe your website and marketing then would make you absolutely cringe today.
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But it doesn’t matter. Because that spirit helped get you this far.
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Now and then, it’s worth looking back at your baby entrepreneur self for insight on how to show up and create with audacity.​
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Especially when you’re feeling frustrated, apathetic, or discouraged about your work.
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When we’re first starting out, our optimism, hustle, and innovation are at an all-time high. Ironic, given that’s when we least know what we’re doing. (Unless you happen to be a serial entrepreneur.)
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Then we get bogged down with experience, habits, and norms. Our creations, clients, and competitors all influence our perspective, and we can easily lose sight of the big picture. We have more knowledge and experience than ever, yet it can sometimes feel like we have even fewer options than when we started.
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That can lead to plateaus or dips—not just in revenue, but also in our energy and joy. Difficult seasons can turn into heavy years. Even what looks like success on paper can feel like a prison when we lose our creative mojo.
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We’ve all heard of the curse of knowledge. Was it our naivete that was so crucial to our success in the early days? If so, that’s a hard thing to recapture. Which means our challenge now is to generate a similar energy with a different approach and from our current viewpoint.
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So how do we see a familiar set of problems with fresh eyes?
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Step 1: Detach from any certainty that reeks of “this is how it’s done.”
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Step 2: Wipe the slate clean. Start with a blank page. Fill it up with far-fetched nonsense.
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Step 3: Get curious about what it would take to make the far-fetched feasible.
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Step 4: Make mistakes until you make magic.
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This is what cultivating a beginner’s mindset looks like. Thinking like a novice takes skill. Ditto embracing the ensuing (and inevitable) imperfections.
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When the alternative is becoming stagnant, fixed, and stale, I think I’d much rather risk looking foolish or unrefined.
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You know a lot more than you did a year, three years, or a decade ago. But don’t forget that Reader then might have a lot to teach Reader in 2025.
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And if you’re not sure where to start, revisit your core values. They’re a great filter for decision-making, and they never steer you wrong.
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Stay scrappy.

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WITH LOVE & GUTS,

Cassie​
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SPEAK UP

What kind of event would you like to see in the near future? Live Copy Hot Seat 🔥 Networking happy hour 🍸 Coworking session 🧠 Popup 1:1 coffee chat days ☕️

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WHAT’S NEW AT METTLE & TONIC
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Current invigorating copywriting project ❤️‍🔥
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I just joined Dana for my third round as the copywriter for her Monthly Giving Mastermind members. I’m psyched to work on messaging and landing page copy for 5 nonprofit organizations. Inquire about your copywriting project >>​
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The latest in the Draft House 📝​
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Last week was Copy Hot Seat week inside my copy consulting membership.
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Members got feedback on copy assets that included a welcome sequence and sales page. I even used a handy Chrome extension that lets me edit live website copy (on my screen only) to show my suggested edits. Sound like something you could use? Apply now to join the Draft House by Feb. 1st >>​
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For my agency, business coach & web designer friends 👯‍♀️​
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Two things:
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Have clients who don’t have the budget for a copywriter (even though you really wish they did)? Refer them to the Draft House where they’ll receive copywriting resources, copy reviews, Q&A, a 1:1 strategy session, and more to write better, copywriter-approved copy. Plus, you’ll earn $100 for every referral. Become a Draft House affiliate >>​
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AND…
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I recently put together a beta offer for white-label Voice of Customer research. Think: a hands-off (for you) client interview process for juicy audience insights that illuminate your clients’ differentiators and messaging opportunities. Plus, a high-level messaging guide based on my findings—aka real data, not your best guess!—to set your creative/consulting clients up for major success.
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I’m looking for 3 beta testers. Interested to find out more? Reply “Messaging beta offer deets please!” to this email.

SPILL YOUR GUTS Have a question, recommendation, or request? Submit it below and your submission could be featured in an upcoming issue. (This is a dialogue, after all.) GO AHEAD, SPILL

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In case we haven't met yet... I'm Cassie Paton, the messaging strategist and copywriting consultant behind Mettle & Tonic. I write potent copy for gutsy entrepreneurs who want to stand out from the sea of same-old online. Let's uncover your brand's secret ingredient and distill your message.​ ​ ​​​​

A FEW WAYS WE CAN WORK TOGETHER:

DIY a lot of your own copy and marketing? Join the Draft House Sessions, my copy coaching program for solopreneurs. Meet me in the Draft House >>​

Looking for a guest coach or speaker in your community, on your podcast, or at your summit? Invite me to speak or consult >>​

Need refreshingly bold copy? Check out my done-for-you brand messaging and copywriting services. See DFY services >>​

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