Come with me if you want to live.
…Or if you want your business to survive the AI apocalypse.
The robots are here. They’re writing everyone’s marketing. It all sounds fine. It all sounds the same.
So if you wanna stand out, you’ve gotta…
Write like you mean it.
Like your life—sorry, livelihood—bloody well depends on it.
👇 Get the emails that show you how.
Learn how to write like you mean it.
Get my emails 👉
Get my emails 👇
Learn how to write like you mean it.
If you can’t see the form, your ad blocker is too intense dude. Click here instead.
Have I got your attention?
I’m Cass Whitaker. Former Head of Content. Copywriter. Brand strategist. Massive nerd. Favikon Top Creator 
(Catching up to Daenerys with all these titles lol 💁♀️).
I’ve worked in agency land, in-house for big and small brands, and I’ve started my own side-hustles and full-time gigs.
I know how marketing works when you’ve got budgets and teams.
And I know what works when you don’t.
If you want your copywriting to earn attention (and keep it), I’m your gal.
A few things my emails have ruined for subscribers (in a good way, mostly)
- The simple reason doing good work doesn’t turn into consistent referrals.
- How to spot a channel hacker pretending to be a digital marketer.
- Why “vanity metrics” is a lazy insult and what engagement really means.
- The difference between attention that feels good and attention that builds trust, intent, and sales.
- What to fix when you’ve got attention but no trust (and why that combo doesn’t cash out).
- The ladder in your buyer’s head, and how one qualifier can reshuffle the whole damn thing.
- How to craft a message people reshare (so referrals stop feeling random).
- The simplest way to stop your marketing sounding like it was written by AI.
- Why “best practice” usually means “lowest common denominator.”
- How to protect pricing power by making your value legible, specific, and hard to compare.
- The real difference between demand generation and demand capture.
- How to stop “writing better” and start writing from a clear position.
- How to create demand without having to be literally everywhere.
- Why the funnel is a stupid metaphor for marketing, and how to think of it instead.
- How to build brand recall through copywriting (no design degree needed).
- Why marketing is really all about relationships (and how to nurture them).
- The real reason your content feels exhausting: your reinventing instead of reinforcing.
- How to use a story as a pattern interrupt without turning into a massive oversharer.
A few things my emails have ruined for subscribers (in a good way, mostly)
- The simple reason doing good work doesn’t turn into consistent referrals.
- How to spot a channel hacker pretending to be a digital marketer.
- Why “vanity metrics” is a lazy insult and what engagement really means.
- The difference between attention that feels good and attention that builds trust, intent, and sales.
- What to fix when you’ve got attention but no trust (and why that combo doesn’t cash out).
- The ladder in your buyer’s head, and how one qualifier can reshuffle the whole damn thing.
- How to craft a message people reshare (so referrals stop feeling random).
- The simplest way to stop your marketing sounding like it was written by AI.
- Why “best practice” usually means “lowest common denominator.”
- How to protect pricing power by making your value legible, specific, and hard to compare.
- The real difference between demand generation and demand capture.
- How to stop “writing better” and start writing from a clear position.
- How to create demand without having to be literally everywhere.
- Why the funnel is a stupid metaphor for marketing, and how to think of it instead.
- How to build brand recall through copywriting (no design degree needed).
- Why marketing is really all about relationships (and how to nurture them).
- The real reason your content feels exhausting: your reinventing instead of reinforcing.
- How to use a story as a pattern interrupt without turning into a massive oversharer.
Straight from the source
*Insert generic derivative of the “don’t just take my word for it” line.*
Need more convincing? Okay, how about a little… incentive?
GET MY INBOX MASTERCLASS:
PERSONALITY TO POSITIONING
Are you over generic content advice from online gurus?
“Steal my hooks and gO viRaL.” 🥱
“Use my AI SaaS tool to generate content iN yOuR vOiCe!” 🙄
Yeah, my course skips all that shit and follows a step-by-step process to connect the things you care about to the things your audience does too.
I’m paid $2000 to run this masterclass in person.
You get the steps FREE when you join my email list.
Here’s what you’ll learn:
How to develop a brand persona without turning into a cringe caricature
Why generic “just be authentic” advice usually turns into inconsistent marketing
The 4 connection strategies that make some brands feel instantly “gettable”
What stage your reader is actually at on their journey (and why you’re currently talking past them)
How to avoid sounding like a professional services brochure (without forcing yourself to be edgy if that’s not you)
…And a bunch of other cool stuff but I’ve run out of room 😅
Here’s what you’ll learn:
How to develop a brand persona without turning into a cringe caricature
Why generic “just be authentic” advice usually turns into inconsistent marketing
What stage your reader is actually at on their journey (and why you’re currently talking past them)
The 4 connection strategies that make some brands feel instantly “gettable”
How to avoid sounding like a professional services brochure (without forcing yourself to be edgy if that’s not you)
…And a bunch of other cool stuff but I’ve run out of room 😅
In short, you’ll get my strategy for developing a personal brand grounded in marketing science—one people recognise and trust.
No need to become a “thought leader” or add “influencer” to your bio.
…Unless you want to.
After that, you’ll be on my regular email list that continues to deliver zingers: stories, opinions, marketing tips, and a fair bit of sass.
All for the bargain-bin price of reading my sales offers.
(I’m running a business, not a book club.)
Does this sound like you?
You get a new lead. Usually a referral. You have a chat and they like you. They like how you do business.
But they’re not ready to buy yet. So you follow up a few times, careful not to be pushy.
Then, when you assume the deal is dead, they resurface months later like, “Heyyy… remember that thing?”
Sometimes years later.
But for every one that comes back, there are another two you never hear from again.
Did they go with someone else? Decide not to bother? Decide you weren’t the right fit?
Or did you just… fall out of their head entirely?
You could follow up again. But you don’t want to look desperate.
You don’t want to be That Person.
Does this sound like you?
You get a new lead. Usually a referral. You have a chat and they like you. They like how you do business.
But they’re not ready to buy yet. So you follow up a few times, careful not to be pushy.
Then, when you assume the deal is dead, they resurface months later like, “Heyyy… remember that thing?”
Sometimes years later.
But for every one that comes back, there are another two you never hear from again.
Did they go with someone else? Decide not to bother? Decide you weren’t the right fit?
Or did you just… fall out of their head entirely?
You could follow up again. But you don’t want to look desperate.
You don’t want to be That Person.
I’ll let you in on a secret:
Marketing is relationships.
It’s not about being pushy. It’s not a funnel. It’s not hacks.
It shouldn’t feel sleazy, because you can’t persuade someone who isn’t ready to buy.
But you can make sure you’re:
- Easy to mind, so they remember you when they are ready.
- Easy to find, so there’s no friction, confusion or FOMO.
…Which is exactly why I write these emails.
Because writing is how you build relationships at scale.
Not in an “awkward check-in” kind of way. But in a “keep showing up with a clear point of view until people remember what you stand for” way.
And yes, in a “here’s my offer, want in?” kind of way.
Before we move on, let’s address any other objections you might have, shall we?
“Ugh… I already get enough emails.”
Same, mate. If they’re not for you, don’t subscribe. If you’re curious, try them and unsubscribe if you’re bored 🤷♀️
But honestly, my emails are the kind you actually want to open. Have you heard of infotainment before? If you wanna learn more, sign up 😉
“My buyers aren’t online, though.”
Maybe they’re not hanging out in the comment sections. But they are still:
- Checking email
- Browsing options
- Asking peers (or the robots) for referrals
- Looking you up when someone mentions your name
Even offline buyers validate decisions online.
You don’t need to become an influencer. You just need to be easy to find.
“But writing online feels like shouting into the void.”
It’s hard not to feel bummed when your post or email doesn’t go off.
But one piece of content isn’t meant to do all the work. Relationships form over time, not from a single moment.
You don’t need every piece to be a banger.
You need to keep showing up with the same point of view.
“What do I even write about?”
When you don’t know what you stand for, everything feels like starting from scratch.
But once you’ve got a clear position, writing stops being about “coming up with ideas” and becomes about reinforcing your message until people remember you for it.
“I don’t have time to figure this shit out.”
My husband and I have a saying: “What’s your time worth?”
If something doesn’t feel worth your time, you pay someone else to do it.
If you can’t pay someone else to do it, and you don’t want to do it yourself… you’ve gotta ask if it’s even that important to you.
And if you’re selling your expertise… well, it’s kinda important.
Your marketing either builds relationships, or you keep starting from zero.
“Can’t I get AI to do this for me?”
Sure, if you don’t actually give a toss about what you’ve got to say.
I used to use AI a lot, but I’ve realised how rapidly you can start to rely on it for everything.
Ask AI what relying on it is doing to content and it’ll probably tell you it’s turning everything “beige”.
But you know when you’re a kid and you’re painting at school and you mix too many colours together?
And it goes all brown? And sorta looks like shit?
Yeah, that’s what AI is doing to content.
Now, just before I finally convince you, here’s fair warning:
Don’t subscribe to my emails if:
- You don’t want regular emails (often daily), despite how insightful and entertaining they may be.
- You’re offended at the idea of me marketing my products and services to you that will help you get better at marketing your products and services.
- You don’t give a shit about quality and you just want hacks for creating “30 posts in 30 minutes”.
- You don’t like storytelling, humour or Australian English.
- Swearing offends you
You will hate my emails. No hard feelings.
Otherwise…
If you want a smarter way to think about marketing—one that doesn’t require you to sell your soul to the algorithm—smash that subscribe button 👇
Not ready for inbox-level commitment?
Well, I guess you can follow me on LinkedIn. But tbh, you’re missing out.
FAQs
For people who don’t speak Marketing Nerd.
FAQs
For people who don’t speak Marketing Nerd.