creative haberdashery

Posts in category how to

10 words on brand storytelling

10 words on brand storytelling

40 horses and a shiny fender

40 horses and a shiny fender

10 words on writer’s block

10 words on writer’s block

Crowd surfing for target customers

Crowd surfing for target customers
I’ll bet you know someone who says with complete confidence: I don’t need a target customer. My customer is everyone who _____. Ah . . . but it doesn’t matter if your customer is everyone who golfs, everyone who reads, or even everyone who eats. You need a focused target customer strategy so you can avoid weak brand messaging and take advan [...]

Why you might need a writer

Why you might need a writer
Writing is damn difficult. It means strapping yourself to your chair on a daily basis. It means absolutely rejecting words that don’t resonate. And boy howdy, that’s hard to do, no matter how adept you are with a pen. Writing is damn difficult, even if you’ve been writing nearly every day for 30 years, like I have. And writi [...]

Brand story party of the century

Brand story party of the century
I’ve worked with Doug Kamerer for years now, meeting up with him as his career takes him to one great opportunity after another.  His current gig is as Minister of Culture (cool title, huh?) for  A.D. Farrow Co. Harley Davidson. A.D. Farrow is the longest continuously operating Harley dealership in the world. This gives Doug, a passion [...]

Memorial Day’s long-lost brand voice

Memorial Day’s long-lost brand voice
  Memorial Day may be the unofficial start of summer, but it has a much bigger brand story. USA Today’s Memorial Day story has these main topics: Travel Tips Weather Updates Granted, they are both important topics. I myself have used Memorial Day as a great excuse to travel, sleep in, or do way too much gardening over a 3-day wee [...]

Why there’s no “easy” button for great content

Why there’s no “easy” button for great content
  I just hung up from a long talk with my brother Dan about the value of good content.  During a rambling 45-minute conversation about all things digital, I ranted on about the difference between really great content and content that just tries to manipulate Google’s latest algorithm. His take, and it’s brilliant, is simple: [...]

Mom’s 3-part brand story

Mom’s 3-part brand story
All advertisers have two brand stories to consider: 1.) their own, and 2.) the brand story of their target audience. The objective, of course, is to make your brand story part of your customer’s brand story. But when it comes to marketing to moms, do we truly understand the story we’re trying to become part of? Is a lack of deeper insight res [...]

5 tips for the occasional copywriter

5 tips for the occasional copywriter
It can be pretty tortuous to put pen to paper if you’re not someone who writes copy every day. Most people would rather do anything else. Yet copywriting remains one of those chores that’s difficult to outsource. After all, you took English in school. You can certainly write your own brand story. Easy, right? I wish that were true [...]
cindi acker-hein

cindi acker-hein

writer + creative partner
I love my work: teaming up with awesome creatives. Word nerdery. Problem solving. Simplifying. Intelligenting. Learning. Seeking FTA, SOH, PR.Read more...


  • joan-riversCan we talk about websites and creativity?
    Can we talk? The legendary Joan Rivers was famous for that catchphrase, as she worked her way onto red carpets and late night talk shows with her gift of gab. Joan, of course, made her name during [...]

why you’ll love working with me

-Art directors love the conceptual teamwork

-Solopreneurs love how quickly I catch their excitement

-Big companies love how I bring consensus to cranky

-Agencies of all sizes love how seamlessly I join their teams

And I love working with anyone who begins a conversation with, "What if . . ."


  Phone: 1.614.436.4599


"Can come in, literally at the drop of a hat and start working. Immediate contributions and high productivity."


"The combination of creative and logical instincts make Cindi a rare commodity."


"Thanks for stretching us to try new ideas."


"Cindi has a very effective way of choosing one of her 99 hats, getting deep into the features and benefits of your business from a customer point-of-view, and emerging with targeted concepts that really ring true."

Cross-industry experience

"Cindi is amazing! She is intuitive, highly creative, professional, easy to work with, fast, and is able to organize and clearly define highly complex projects. Her vast range of experience allows her to handle any type of project."


"We’ve partnered with Cindi on many projects over the years because we know she’ll see new angles and then deliver intelligent, well-crafted concepts."


"Cindi is one of few people who has been able to capture the essence of my work. She listens intently, does her homework, turns an incredibly well-heeled phrase...all with a delightful personality and calm demeanor."


"Cindi is a great thinker. She can analyze situations and information and come up with innovative solutions to problems."

Energy & Enthusiasm

"Working with Cindi was an absolute pleasure. Her work ethic, creativity and personality blend together to culminate into fantastic work."

Creative Partner

"“Cindi is the best creative partner an art director can have. She's not just an excellent writer, she's a big idea creative director who understands consumer behavior and hitting a target dead center.”"


"Cindi has a wonderfully creative way of meshing visual imagery with verbal language for the average person to understand.”"

Big Ideas

"Cindi is a valuable creative partner. She's not just talented writer, she thinks about the whole idea and consistently focuses on the customer's point-of-view."

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"Cindi's expertise in copy writing - from CRM to Industrial to Retail has been invaluable in helping me shape brand voice"