Hey, Reader,

Welcome to my Summer Mixtape series—where each week we're dusting off an old-school business principle and looking at how it still works in a noisy world full of AI, templates, and automation where everybody is an expert.

Track 01: Everybody Talks​

Track 02: Wannabe​

This week:

Track 03: I want it that way

A few nights ago I was watching LBJ with Woody Harrelson. Right before the former vice president addressed the nation for the first time, 5 days after President Kennedy's assassination, someone remarked that his speech had an impossible job–

It had to be a eulogy, a State of the Union, and an inaugural address... all at once. That stuck with me. Bc in a much less dramatic way, our businesses carry a multitude of weights.

Specifically, when it comes to your offer, you've got a hefty task:

👉 Solve a problem people actually care about.
👉 Create an outcome that's worth paying for.
👉 Fit your strengths—not just market trends.
👉 Make sense for your customer and your business.
👉 Give people a reason to choose you instead of someone else.

And then once you've built it...
...you have to communicate it clearly enough that the right people immediately think,
​"Yep. That's exactly what I want."

That's asking a lot from one service.

A great offer + poor copy = struggle
A weak offer + clear copy = struggle
A great offer + strong copy = people who say, "Here's my credit card"

My pre-internet business lesson for today is this: The businesses that lasted understood two things. They built something people genuinely needed, and they made it incredibly easy to understand why it mattered. A few decades later, that's still what works.

A slam dunk offer + communicating it well is the the ultimate goal and how we get paid. Here are a couple ways I can help with that:

• Grab the Offer Architect workbook if you need support figuring out what exactly you want to offer, why people should choose you, and how much to charge for it
• Meet Copy Week. Once you've built an offer people want, Copy Week helps you communicate its value across your website, emails, ads, and social media—so the right people recognize it's exactly what they've been looking for.

Spoiler alert: President Johnson's speech accomplished exactly what it needed to. He reassured a grieving nation and received a bipartisan standing ovation from Congress at a time when many people had doubts.

That's my wish for you, Reader. I hope your people feel a sense of relief when they find you—bc your offer and the words reach exactly who they were made for.

As always, if you ever want to chat more about this, as with all my letters, just hit reply. I'll be right here waiting for you 🎵

​MADE IN PARADISE​ branding, copy and web design

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🎟️ BACKSTAGE PASS

If this were real life, I'd invite you backstage with a few bags of cheddar popcorn and an endless supply of Reese's. We'd shove the merch table out of the way, settle into the green room, and I'd tell you something I discovered while writing this summer series.

I knew how much my business had evolved. But as this series unfolded, I realized how badly the outside no longer matched the experience I was delivering after years of working with clients. It was time to rebuild my own brand... and the offers behind it.

So somewhere along the way, this summer series turned into a mini launch. 😊 To celebrate, use code MIXTAPE20 to save 20% on any 1:1 service or digital product featured during the Summer Mixtape series.

Here's the lineup so far:​
​BRAND WEEK (build a firm foundation so everything after is easier and repeatable)
​COPY WEEK (find the right words to attract the right people)
WEBSITE WEEK (coming soon)

for the DIYers: the Brand Kit + the Offer Architect.​
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BONUS TRACK

🔨 TOOL TIME: Before I write a single word for a client, I want to know exactly what we're selling. The Offer Architect is the workbook I built to organize your offer, test it against the market, price it confidently, and build messaging around it. (The AI assistant is just the bonus.)
🎧 NOW PLAYING: the Email Growth Show​
🎬 REWIND: 8 things to have in place before building your website​​
​🎵 NEXT TRACK: I'll be there for you​
​📼 FOUND IN THE TAPE DECK: