Phew — another year in the books. I’ve shared these more recaps in the past, not just to document what we accomplished but also to take a step back, reflect as the founder/owner, and appreciate all the steps forward—even if the year didn’t go entirely as planned.

This year’s theme? Motherhood.

In March, I became a mom to Pendry, and she’s been the joy-filled centerpiece of my year. Motherhood has been infinitely more rewarding than I ever imagined. At the same time, it’s also been the hardest, most draining, full-body effort I’ve ever experienced (and I was a D1 athlete, so that’s saying something!).

Balancing business ownership, creativity, and motherhood presented a learning curve I didn’t fully anticipate. Writing felt more challenging, as I adjusted to lower sleep, the energy demands of breastfeeding, “mom brain,” and even physical challenges like “mom wrist.” The first few months felt manageable while Pendry was still sleeping a lot. But as she became more mobile, my workdays shifted yet again, forcing me to rethink productivity and redefine expectations (and childcare!).

Still, moments of creativity reminded me that facing intimidation at the start of any project has always been part of my process—and that hasn’t changed.

Highlights from 2024

Business Developments

• We maintained steady momentum, serving 55 clients across various projects, from Open Dialogue and Open Edit sessions to full-scale website and messaging overhauls.
• Debuted a 5-year “Birthday Throwback” sale, which felt like such a fun way to celebrate CU’s milestones.
• Revamped our services into two signature offerings—The Reserve Blend and The Grand Cru—to simplify our packages and focus on messaging and website copy.
• Relaunched The Essential Copy Course® (TECC) + The (Non) Copywriter’s Society® (TNCS) with an added 3-month free trial of the Society.

Client Output

• Crafted 26 client brand messaging guides
• Wrote 31 client websites
• Wrote 64 client newsletters
• Drafted 250+ ecomm emails
• Drafted 250+ pieces of ad copy + SMS text copy
• Guided handfuls of new CU Edu course + Society members in writing their own web copy

… and so much more in between.

New Territory

• The rise of AI was a defining shift this year. We started slow with adoption but grew to see its potential, and we’re trialing some exciting AI-driven solutions in early 2025.

Team Win

• Welcomed Abby, a new Team Writer, who has seamlessly stepped in and brought a lot of fresh energy to projects.
• We celebrated the wedding of our Senior Team Writer, Kari.
• Our team stayed rock solid (Ops Director, Hannah hit the 3-year mark!)—a testament to the collaboration and care that make CU thrive.

Creative Pursuits

• Privately released Client Experience, Uncorked, a product for fellow copywriters, as part of the Copywriter Collection Speakeasy, led by Krystle Church. The initial response has been awesome, and we’re preparing for a public launch in 2025.
• Tested a Copy Cru private podcast, producing a mere four episodes. While it didn’t last for reasons like bandwidth and pre-planning, it’s a concept I’d love to revisit when there’s a stronger strategy in place.
• Focused on improving email list maintenance and segmentation, sending roughly 50 emails this year and dialing in on more active, targeted lists.

Personal Reflections

• I loved watching Pendry grow daily and relished in each moment with her.
• Navigating the blurred lines between representing CU as a founder and cultivating my personal brand felt tricky this year, especially while deep in the throes of motherhood.
• I craved a clearer vision for what’s next—both for CU and myself—and have leaned on my faith for clarity and direction.

Notable Moments

Travel

• Babymoon in London, a work trip to Vegas, a family trip to Italy with 4-month-old Pendry, and a week at Ocean Isle Beach, NC.
• We spent a lot of time with family – including spending the days between Christmas and the New Year in a big beach house in OBX with 20+ of us and I don’t take any of it for granted.

Home Life

• Rearranged our house (again) to move my office to a back bedroom and create a playroom for Pendry as she became more mobile. It feels like a temporary solution but it works for now.

Social Media

• Posted 69 times on Instagram, our lowest count to date. I struggled to find the time, strategy, and inspiration for the platform this year but plan to refocus in 2025, integrating paid ads and refining our overall presence.

Legal Milestones

• Secured 4 trademarks: The Essential Copy Course®, The (Non) Copywriter’s Society®, Copy Uncorked®, and our logo—thanks to Paige Hulse Law for championing our intellectual property. These were huge wins.

Looking Ahead to 2025

As we step into the new year, I’m inspired to build on what we’ve started while also creating space for fresh ideas and growth. A few key initiatives include:

• Refining Instagram strategy and implementing paid ads.
• Expanding CU Edu with new digital products and resources for fellow creatives.
• Further optimizing TECC + TNCS, tapping into the Society’s full potential.
• Continuing to enhance our client experience, always serving clients with excellence & hospitality
• Prioritizing personal growth through reading, education, and refining my craft.

Here’s to staying inspired, working with intention, and leaning into the next season with faith and clarity.

Cheers,

Kaitlyn