Hi Reader, If you’re heading out on a summer road trip, I have a recommendation. Not gas station snacks (although… important). Not a playlist you’ll skip through after 12 minutes. Something better. — Over the past couple of years, I’ve had the chance to sit down on a handful of podcasts and talk about the work I do—writing, story, and how to actually sound like yourself on the page (a concept that remains wildly underrated). Especially in industries where “sounding like yourself” still has to...

Hi Reader, Everybody wants to talk about tactics. Should I start a podcast? Do I need a YouTube channel? What about Instagram? Paid ads? A landing page? Maybe. But before we talk about any of that, I have a question: Where are you leading people? Years ago, a client hired me to write a series of direct mail letters. He owned a trades business, and direct mail had been successful for him. The letters would thank customers for their business and include a gentle request for referrals. Then he...

Hi Reader, Here’s a question I get a lot: “What comes first—branding or messaging?” And my answer is: yes. Because the truth is, people start where they feel the pain. Sometimes the pain is the words. They’re doing great work, but the messaging isn’t landing.It feels too dense, too generic, too “professional.” That’s when they start with me. We clarify the voice, sharpen the message, and suddenly the next step is obvious: The visuals need to rise to meet it. That’s when I send them to Heard...