A client of mine recently sent an email to her database. I am sharing a snippet here with her permission, because it is the cleanest example of what real brand work actually surfaces — and why AI content sounds generic without it. She wrote: Last week I got to present my business to a group […]

I spent most of last week annoyed at my own AI, which is a rough thing to say out loud, considering that helping people train their AI to sound like them is my literal job. Theoretically I should have one of the best-trained tools out there. The outputs weren’t wrong, but they did feel flat. […]

This summer she went to surf camp anyway. She got in, she got on the board, and she stood up for the first time. Her dad had a microphone with him, because he is that kind of dad, so when she came out of the water he interviewed her on the sand about the whole […]

You hired the agency, you paid the retainer and four months in, you were reading LinkedIn drafts that sounded like every other loan officer in the country. Dang, that sucks. So, you fired them and haven’t touched marketing since. That’s a pattern I see often lately. One bad experience, sometimes two, and then a year […]

For six years, I sat outside the offices of top producing loan officers and eavesdropped like my job depended upon it, because it truly did. I listened to how they opened a call with a nervous first time buyer versus a seasoned investor; to the phrases they reached for when a deal was falling apart; […]

I need to confess something before we talk about beige marketing. I love beige. Not in a casual, “oh that’s a nice neutral” kind of way. In a committed, borderline evangelical way that has caused real problems for the people around me. My wardrobe is two colors: black and beige. My house was recently repainted […]