We were lucky to catch up with Cari Kaufman recently and have shared our conversation below.

Hi Cari , thanks for joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

One of the biggest ways we break from industry norms at Storyteller Wordsmith is by doing content and branding differently—strategically, holistically, and as a powerhouse team. My business partner and I have this Wonder Twin-like ability to create copy and design side by side. That’s a game-changer. Where most agencies hand off the writing and design in separate silos, we’re sitting in the same room (sometimes literally), hashing out ideas and making sure every word and visual element clicks together perfectly. By tackling strategy, design, and copy in tandem, we ensure every piece speaks the same language—both to the audience and to the brand’s vision. The outcome is a cohesive, unified brand voice across all marketing channels.

We were working with this small business owner who was burning out trying to fit into an industry mold. She was following trends that didn’t fit her voice, and it showed. Her audience wasn’t connecting, and her confidence was shot. She had a great product that provided awesome value, but she was losing faith in her vision. Through one of our collaborative campaigns, we repositioned her messaging and visuals to align with her authentic strengths and values. The results? Her audience didn’t just grow—they started showing up in ways she’d never seen before. She said to me just the other day, “I really had no idea how connected I could be to my business. I always thought I had to fit into someone else’s mold to succeed. Now, I have clients who get me. I’m busier than I have ever been, and I am loving my work!” You just don’t get many better testimonials than that.

That’s why this approach matters. It’s not about following the industry playbook; it’s about throwing it out and writing one that works for each…individual….client. And honestly, doing this as a team? It’s like lightning in a bottle. Small businesses have the power to connect authentically, and that’s where the magic happens. Helping them harness it is what keeps me excited to show up every day.

Cari , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Cari Kaufman, the co-founder and principal brand strategist for Storyteller Wordsmith, a branding and content strategy agency built to help business owners find their unique voice and introduce it to their tribe.

My journey into the world of marketing wasn’t linear—let’s just say it had more plot twists than a soap opera. Growing up, I was an athlete who thrived on teamwork, which led me to the military, where I learned the art of clear communication and strategy (and how to hit targets… most of the time). My love for stories and connection eventually collided with my entrepreneurial spirit and boom—Storyteller Wordsmith was born.

At Storyteller Wordsmith, we help small businesses and entrepreneurs find their niche and build what I like to call “content ecosystems.” This isn’t your run-of-the-mill social media posting schedule or slapdash website copy. We develop comprehensive, cohesive brand strategies that align messaging, design, and content to create something that’s greater than the sum of its parts. Think big-picture strategy paired with nitty-gritty execution. We also ditch the “churn and burn” mentality of retainers in favor of project-based and campaign-driven work that actually moves the needle for our clients.

What problems do we solve? Let’s start with confusion. A lot of business owners are spinning their wheels, trying to do all the things—posting on social media, blogging, writing their own web copy—but without a clear direction. They feel like their message is a whisper in a noisy crowd. We help them turn up the volume by finding their unique voice, positioning their brand with clarity, and creating content that resonates with their audience.

There is so much that makes us different. First, it’s our Wonder Twin dynamic. My business partner and I collaborate on copy and design in real-time, which creates this seamless cohesion that most agencies just can’t match. Add to that my military-honed ability to read between the lines, ask the hard questions, and zero in on what really matters—and you’ve got a brand strategy powerhouse.

I’m most proud of the work we’ve done helping small business owners—especially those who’ve felt stuck or out of alignment—realize that their unique approach is their superpower. Whether it’s helping a coach reposition their messaging to attract high-ticket clients or guiding a new entrepreneur through the chaos of a brand launch, seeing that aha moment when they realize their potential is everything.

Here’s what I want potential clients and followers to know: If you’ve been following all the templates, trends, and one-size-fits-all strategies and still feel like your message isn’t landing, it’s not you—it’s the strategy. We’re here to help you break free from the noise, embrace what makes you different, and build a brand that’s unapologetically you.

What’s a lesson you had to unlearn and what’s the backstory?

The biggest lesson I had to unlearn? Trying to be all things to all people. For a long time, I thought saying “yes” to every project, client, or opportunity was the way to grow a business. More projects meant more revenue, right? But what it really meant was burnout, frustration, and taking on work that wasn’t in my wheelhouse—or my team’s.

There were the projects that didn’t fit our strengths, the timelines that wrecked our workflow, and, oh…the clients with more red flags than a bullfight. I said yes anyway because I thought it was what I had to do. Saying no felt like failure—like I was admitting I wasn’t good enough, capable enough, or flexible enough. FOMO is a sneaky little beast, and she ran the show for longer than I’d like to admit.

But here’s the thing: saying yes to everything doesn’t build a thriving business. It builds a resentful one. Over the past few years, I’ve learned that setting boundaries and leaning into our niche is not just good for me—it’s a game-changer for my team and our clients.

Now, I have clarity about the types of clients we’re meant to serve and the magic we bring to their brands. When someone isn’t a fit, I can let go of the guilt and pass on the opportunity. And when we do say yes, we’re all in—ready to bring our best work to the table.

It’s not about doing more. It’s about doing better. Focusing on what we’re truly great at has made every “no” feel like a powerful choice instead of a missed opportunity. It’s a boundary with a purpose, and it’s given me (and my team) the bandwidth to say yes to the right things—the ones that light us up and align with our values.

Do you have any insights you can share related to maintaining high team morale?

Managing a team and keeping morale high is an art, not a science, especially when your “team” is more like a co-op of rockstar freelancers than a traditional agency. The way I see it, high morale isn’t just about perks or pep talks—it’s about creating an environment where people feel valued, challenged, and invested in the work they’re doing.

One thing that’s been a game-changer for us is frequent check-ins. And I don’t mean just “How’s the project going?” emails—I mean actual conversations about what’s working, what’s not, and where they see themselves growing. These aren’t status updates; they’re connection points. It’s where trust is built, and issues get solved before they spiral.

Another thing we’ve embraced is what I like to call our “try something new” opportunities. Freelancers in our co-op get to dip their toes into areas outside their usual lanes—whether that’s writing, design, strategy, or something else entirely. It’s like musical chairs, but instead of fighting for a spot, you’re figuring out where you thrive. Not only does it uncover hidden talents, but it also helps everyone feel more invested in the bigger picture.

We also prioritize clarity—on projects, processes, and expectations. Chaos is a morale-killer, so we make sure everyone knows the playbook before the game starts. And when something inevitably goes sideways (because, let’s be real, it always does), we rally as a team instead of pointing fingers. Ownership and collaboration are baked into everything we do.

Lastly, I’ve learned that people perform their best when they feel seen and appreciated. Recognition is free, and it’s priceless. Whether it’s a quick shoutout on Slack or a personal message about how much their work rocked, those moments of acknowledgment go a long way.

Our approach might not be the most conventional, but it works because it’s built on trust, flexibility, and a whole lot of listening. The goal isn’t to squeeze more out of people—it’s to create a space where they can show up as their best, quirkiest, most creative selves. When that happens, morale isn’t just high—it’s through the roof.

Contact Info:

• Website: https://www.storytellerwordsmith.com
• Instagram: @stwsmarketing
• Linkedin: https://www.linkedin.com/in/carikaufman/

Image Credits

Lisa Haukom
Elizabeth Ledbetter