Today, I’m breaking lots of rules.
First, I’m working on a Sunday, which for me, is generally off-limits. We like to reserve Sundays for family time around here. But, in our current quarantine situation, family time is definitely not in short supply. (And also, is it actually Sunday? Who even knows anymore.)
Second, I’ve opened a bottle of wine before noon. Hey, it’s for cooking! (Mostly)
But finally, I’m hardcore blurring the line between personal and professional here.
Today, I’m not writing to you about interior design. Or copywriting. Or brand messaging, really.
In fact, I’m not talking about any of the things I generally like to geek out about on my professional accounts. Partly because it’s Sunday, and copywriting tips can wait for tomorrow. But also, if there’s one thing we all know from these past few weeks of social distancing, it’s that personal and professional life has merged in every possible way. The lines are seriously blurred.
We’re having Zoom meetings from our living rooms and taking conference calls while our kids watch Paw Patrol on the iPad at our feet. I’m trying to write website copy for a luxury interior design client while sitting amidst a sea of sippy cups and Legos. Compartmentalization is dead. Everything is one big, messy mashup.
And so, today, on my business blog, I’m here to give you some different advice. Today, we’re talking comfort food. Stove-top simmering, rosemary-scented, apron-wearing comfort food. (It all makes sense in a minute, I swear.)
See, my all-time favorite recipe to make, whether for a dinner party or bringing a comforting meal to someone who could use a little extra love, is Boeuf Bourguignon. It sounds fancy, and it looks and tastes fancy, but honestly? This is your grandma’s beef stew with some red wine and fresh herbs thrown in.
The recipe is below, but before I get to that, I want to explain myself here. Even with work/life balance being thrown out the window, a cooking post feels really off-brand for a copywriting blog. But as I was peeling carrots, dicing onions, and browning the meat, I found my mind wandering.
We’re physically farther apart than normal, yet our newfound global solidarity highlights how interconnected we all are. And I, an unapologetic introvert, have been craving the human interactions I generally take for granted. And sometimes avoid. Right now, this girl who usually prefers some self-induced social distance wants to walk into a crowded room and hug every last one of you.
When the world changes, we change. Our ideal scenarios, our hopes and dreams, even our needs, shift. So as business owners, as people who serve a specific audience, it’s important to ask ourselves: what do my people need from me now.
If you’re a medical professional, emergency response team member, grocery store employee, mental health professional, or any number of other vital roles right now, keep doing exactly what you’re doing. We need exactly that, and we’re so very thankful.
But for the rest of us? Whose professions are no doubt important and meaningful, but not quite vital for human existence? This gets harder to peg down. How you show up for your people might look different for a while.
Marketing during the pandemic might not look or feel like marketing at all.
Maybe your audience needs fewer services, but more connection. Maybe we shift our focus from finding clients to serving people.
Interior designers: people are confronted now, maybe more than ever, with just how important space is. How thoughtful interior design can increase functionality, comfort, and calm in a home.
Potential clients might not be tuning in to hear about luxury finishes or whole-house remodels right now, but I promise they want to hear from you. You have wisdom to share that can enrich their lives. Tips that can improve how they’re living right this minute.
If you have an email list, a design blog, or an Instagram account, now is the time to show up. Not only with products or services, but with helpful advice and human connection.
This won’t last forever. We’ll bounce back and find our new normal. But in the meantime, however long that may be, ask yourself how you can grow meaningful relationships with the people in your life. With your family. With friends. Your neighbors. Your colleagues. With your social media followers. How can you forge a connection that lasts beyond these weeks? What information can you share?
And so here we are, friends. Marketing and copywriting tips can wait for another day. For now, this meal is mine to share with you. I wish we were sharing it around my kitchen table, candles lit, wine glasses filled. But for now, I hope it brings some peace and comfort to your day.
Boeuf Bourguignon
3T avocado or coconut oil
1T ghee (or sub an extra Tbsp of oil if you don’t have ghee on hand)
2 lb beef stew meat
1 medium onion, diced
3 cloves garlic, minced
4 lg carrots, peeled and diced
3 stalks celery, diced
4 oz tomato paste
2+ c veggie broth
2+ c dark red wine
Several dashes Worcestershire or soy sauce
½ t sugar
4 sprigs each, fresh rosemary and thyme
bay leaf
salt and pepper
Heat oil and ghee in large, heavy pot over medium-high heat. Once melted, brown half the stew meat until the outside is nice and brown and releases easily from the pan, about 2 minutes on each side. When browned on all sides, transfer to a plate and repeat with remaining beef. Transfer that to the same plate and set aside.
Add onion and garlic to the pot, stirring to coat it in all the brown bits in the bottom of the pot. Cook for 2 minutes, then add the tomato paste. Stir and cook 2 minutes more.
Pour in 2 cups each of vegetable broth and wine. Stir to mix well. Add browned beef back to the pot and stir in sugar, Worcestershire, carrots, celery, and herbs. Season with 1 tsp salt and ½ tsp pepper.
Cover the pot and reduce heat to low. Simmer, covered, for 3-4 hours. Beef will be fork tender when done. Add additional wine or broth if needed. Remove herb stems and bay leaf. Salt and pepper to taste.
Serve with mashed potatoes — use enough butter and/or sour cream to make your grandmother proud.
Enjoy, friends. Be well.
P.S. This makes amazing leftovers, so if a neighbor or friend has been on your heart, a porch delivery might be the perfect way to brighten their day.
P.P.S. If you are looking for marketing tips to grow your interior design business and connect with your readers, I am of course here for that. Please reach out anytime.