I help service businesses build undeniable authority by ignoring the vanity marketing bullshit and focusing on what actually works: Credibility.
Let’s be honest: Marketing isn’t as serious as people treat it, and it’s definitely not as complicated as the "LinkedIn bros" want you to believe.
I spent four years as a copywriter watching companies chase trends and check boxes while ignoring the only thing that actually closes a sale: Trust.
I ran positioning teardowns and realised that even the most brilliant positioning is useless if you can't back it up. That frustration forced me back to the drawing board, where I eventually calculated the Credibility Multiplier.
My path here wasn't a straight line. Before I started writing for a living, I spent 14 years in software development as a Quality Analyst.
That decade-plus of breaking things helped me develop a "bullshit detector" that serves me every day in marketing. It’s why I’m not just a "pen for hire." I’m a strategist. I’ve seen enough mediocre plans executed perfectly to know that I’m far more useful helping you fix the strategy before we even pick up the pen.
When I’m not tearing down bad marketing or helping clients build undeniable authority, I’m probably ignoring the digital world entirely.
I’ve recently reverted to listening to music on cassettes. There’s something calming and reassuring about the analogue nature of a tape. Also, Spotify can suck a dick.
I live with my wife Jessie, our dog Hiccup, and a fairly intense love for cooking. If there's a game on, I'm watching Football (Go Saints!).
I’ve written two ebooks on marketing, both available on Amazon, diving deep into the foundations of influence and authority.
The nature of the Multiplier is simple: Get your credibility right, and everything else becomes easier.
Sales come easier. Pricing becomes less of a battle. Your business actually starts to look like the solution you know it is.
Ready to stop chasing trends? Connect with me on LinkedIn or send me a direct email.