NO MORE
CRINGE COPY
You wouldn’t talk to your client like that IRL, would you? Sooo why put it online?
I help you write copy that ACTUALLY sounds like you—not some OTT pod-person version of you. Copy that gets attention, builds relationships, and brings in the dollarbucks.
If hearing your headline outloud gives you the ick, you should probs keep on reading.
Free, daily(ish) and opinionated AF
Your buyers are tired. Tired of the same 8 ways to eat shit blog posts. The same “you’re in” welcome email. The same fake rags-to-riches social media hooks. So why would you serve up the same crap as everyone else? Why not try something different? Why not…
WRITE LIKE YOU MEAN IT
You already have the ideas. The opinions. The stories. The specific phrases clients repeat back to you. The problem isn’t that you have nothing to say. It’s that you’ve been taught to sand off the good bits. Follow the template to the letter. Jam in the keywords. Write what you’re supposed to say instead of what you actually mean.
I’ll help you undo that, so you become… EASY TO CHOOSE.
The only brief you’ll ever need.
MAKE MARKETING
MAKE SENSE
Every week, I hear from small biz owners who tell me marketing doesn’t work for them. There’s so much advice out there—but it’s all channel hacks or for big brands.
The Brief is my middle finger to all that. Each month, I break down different marketing and copywriting principles, showing you how to make them make sense for your business… so you can stop duct-taping random acts of marketing together.
- One big idea, pulled apart and put back together.
- The underlying principles, translated for small biz.
- Examples and quotes from people who know what’s what.
- A clear next step (using your brain not optional).
NOT A BIG READER?
I mean, the Brief DOES have an audio version… but hey, who am I to say no to the people of the internet?
If you want me all up in your copy’s business, there are two ways we can go about that.
-
01
DONE
FOR YOUYou know what you wanna say. You might even have the offer, the angle, the scribbled notes or the voice memos—you just don’t wanna do the actual writing and you know Claude ain’t gonna cut it. Whether it’s sales copy or brand messaging, I’ll write the words that get attention, build relationships and make you easy to choose.
-
02
ONE
TO ONEFor when you’ve written something but you’re too close to it, stuck in the weeds or second-guessing every sentence. Or when you have NFI where to start and you need someone to help you get clear on your message. We’ll work through it together and get you to the easy next step—so you can stop poking at it and just get it done.
DEAR CASS,
*Insert derivative of overused “don’t just take my word for it” phrase.* (What? That was super meta and clever, wasn’t it?)
I’ve been in this industry a long time, and I’m totally impressed with Cass Whitaker. Her copy is infused with a unique, entertaining, and 'sassy' personality that makes it impossible not to read. She’s also a whip-smart marketer. I love her website and copy so much, I signed up for her emails. They’re always good for a laugh… and a great lesson!
My feel-good wall of text
Twenty years in marketing and even marketing directors I've come across did not grasp the concepts and essentials of marketing like Cass Whitaker.
Two emails in and I'm a big fan already ❤️
Cass' understanding of the wider marketing landscape mean her insights are always well-informed, grounded in data, but blended with creativity. A-Grade Marketer!
I’m totally not from this world but you explain this so clearly that I think writers can learn so much about how to position their work online!
Cass's energy is contagious, her character shines through every word, and her copywriting skills? Next level. She has this rare gift of turning thoughts into sentences that not only make sense, but make you feel something. Honestly, I often find myself wishing I could write like that.
I had the pleasure of hosting Cass Whitaker on The Online Prosperity Show, and she was an absolute standout guest. Cass doesn't just talk strategy, she embodies it, and she helped listeners see how authentic, values-driven messaging can genuinely connect and convert. If you're looking to sharpen your brand voice or clarify your messaging, Cass’s strategic approach is exactly what you need.
You've been reading my mind, right?
Sometimes I forget that you're this amazing writer. And then I read your stuff and it's like "oh yeah, she's fucking good at this."
You're the best Cass! These emails always crack me up. I love them even if there's no writing tip at the end.
Worth signing up to! Cass Whitaker shares some absolute gold in her emails!
2 months ago I worked with Cass Whitaker in my LinkedIn Reputation Bootcamp. I'm convinced she's superwoman. In the 90 days since the Bootcamp started, she's had posts with 24k impressions and hundreds of engagements. Just awesome. Oh and the reason she's superwoman? She's being a mum to her young daughter ALL at the same time as growing her writing business. Honoured to work with people like Cass.
Just made myself a cup of coffee and slowly read your first newsletter. LOVED IT!! It gave me the type of raw excitement about what's coming I didn't have in a long time. And taking into account how AI changed everything (and how exhausted we are from it and all the changes), it's something so, so precious. Looking forward to the next one, Cass! 🫶
GIVE THIS GAL A MEDAL!☝️
Love this! It's a masterclass in how branding really works. The shift from chasing clicks to building memory is subtle but powerful and made me think about how I think about my content too. It’s not about going viral; it’s about being recalled at the right moment. One impression at a time.
WHO TF IS CASS?
A bloody good writer, obv. Also: wife, mum, sci-fi & marketing-sci nerd, trashmouth bogan, and all-round top bloke. I “cOnTAiN mULtiTuDeS” lol.
The short version
I’ve spent 10+ years producing copy for tons of brands, managing content teams, and growing increasingly disenchanted with the over-optimisation of good writing.
So I said CYA to what digital marketing turned copy into—a conveyor belt of endless irrelevant blogs—and started teaching timeless principles to people who want to write like they MEAN it.
GET MY
EMAILS.
Warning: Contains strong opinions and stronger language. Side effects may include better copy, fewer random acts of marketing, and the occasional snort-laughter.
Free to read. Easy to leave. Actually worth opening.