Kristen VanderHoek | Cursor & Ink

Hi Reader, I had new kitchen appliances installed last week. They’re a HUGE upgrade from the old basic white condo appliances I’ve had forever. They look super slick, my fridge opens at eye level, and the dishwasher sounds more like a purring kitten than a tank heading into battle. And while I like them a lot, I didn’t actually choose them for me. I’m getting ready to sell my condo — and so when I called Alex, my appliance guy, he made his recommendations accordingly: Stainless steel. Clean...

Hi Reader, It’s a weird time to be marketing a service-based business. Consumer trust is at an all-time low. Algorithms are unreliable and frustrating. How our audiences find information and solve problems is changing by the day. But for people who make a living from their expertise, there’s real opportunity, too. Because when your audience is overwhelmed and looking for a clear solution to their problem, the experts are the ones they turn to. They’re looking for reliability. Credibility. A...

Hi Reader, For a long time, I struggled to build community in my business. I’m not a social media person — it’s just not how I like to make connections — and I had built friendships with a few close business friends and collaborators over the years, but it was a small circle. And for the most part, that was fine! It allowed me to focus and block out the noise when otherwise comparison would have slowed me down. But as I grew and became more established, it got a little… lonely. My IRL friends...

Hi Reader, I just wrapped up discovery calls this week for a new project and was once again reminded why I will never, never trade in-person conversations with clients for a form or questionnaire. The first week of my 5-week brand strategy process is dedicated entirely to those calls: 2 of them, clocking in at 90 minutes each. I’ve even had clients say that those calls were worth the entire package on its own. Which is why anytime I see a branding package where the entire “strategy process”...

Hi Reader, Before we get started, I wanted to share a free event my friend Christine is running next week for coaches who want to build a lead magnet that delivers better leads rather than more of them. Lead magnets can still work incredibly well as a way to bring potential clients into your world — but it takes some serious strategy and thought to design something that is aligned with what your people need, ties to your offer, and generates sales. Christine is a pro at this. She’s super...

Pre-PS: I’m hosting a free branding event next Wednesday called “The 4 pillars of a sustainable brand”. No sales pitch, just strategy insights and a chance to build some community. You’re invited! Register here to join. Hi Reader, Here’s something I’ve been thinking about lately: What happened to making friends on the Internet? I was around when blogging just started. We had Twitter parties and Facebook groups that actually felt personal. You could genuinely connect with people, have real...

Hi Reader, Normally, I’m a projects kinda girl. Give me a start date, an end date, and a clear deliverable, and I am on it. I love the defined timeline, the deadlines, the structure and tasks. Checking something off your list and moving on to the next thing feels like progress and forward motion. And then when it’s done, you can close it out and move on to the next thing. It’s so satisfying! But sometimes a project isn’t the right way to tackle a problem. Sometimes it’s too much structure....

Hi Reader, If you’re like me, you’re at the point in the month (year?) where all the vision and bravery of your plans for the year are starting to crash into reality. Not just “oh shoot it’s Friday and I still didn’t get to the thing” reality. But also “ugh this is scary and uncomfortable and can I really do this?” reality. With my clients, this usually looks something like: 2026 vision: 🎯 Grow my authority 🎯 Build a premium offering and experience 🎯 Build freedom to focus on my zone of...

Hi Reader, For the first time since I started my business, this December hasn’t been a hell-for-leather race to the finish, and I’m loving it. Things are busy, but there’s room to slow down and enjoy the season. And yet, even as I start making my Christmas holiday bucket list, I’m also thinking ahead to next year. I always reserve the first week of January for planning and goal setting. I know a lot of business owners do it earlier (like, now!!), but I prefer to come to it when I’m rested...

Hi Reader, I see a lot of advice out there telling brands that in order to stand out, they have to niche down. But if you’re like many of my clients, it’s not that simple! 🔷 Maybe you like serving a wide variety of people. I’ve had lots of clients tell me that they love taking on a variety of challenges and learning new things by working with different types of businesses, so choosing a niche sounds like a recipe for boredom and monotony. 🔷 Maybe you’re concerned that, even if you do choose a...