How it works
Your expertise is already in your head. My job is to get it out and turn it into something you can use: a clear message, a LinkedIn profile that works for you and content that sounds like you, because it came from you.
The content interview
01
We meet on a podcast-style recording platform that captures high-quality video and audio and gives me a transcript afterward. For you, it's just a conversation. I ask about your business, how you got here, why you love it, what your clients struggle with, your client stories and the big, audacious thing you'd build if you could.
02
You're not thinking in content yet, but I am. That's my job. While you talk, I'm hearing "oh wait, that's content." I jot it down, come back to it and ask you to dig deeper. Sometimes I'll stop you and say, "Wait. Start with these words," because I know that's a clip you'll use for a long time.
03
Afterward, I go through the transcript for themes, stories, quotes and clips. What did you light up about? What was easy for you to explain, and what was hard? Where is the business right now, and does that line up with where you want to go?
04
From all of that, I pull out the through line: the one thing you want to be known for. I make a recommendation and make sure it's in line with where you're headed.
05
That one conversation becomes the foundation for your message, your website and LinkedIn profile, and a content program that keeps you visible as an expert and an authority in your industry.
Depending on where your business is, one interview can become your messaging platform and origin story, website copy, your LinkedIn profile, long-form and short-form videos, LinkedIn text posts, single-image posts and carousels, blogs, newsletters, emails and thought leadership pieces.
If you're just launching, it gives you what you need to get started. If you've already been somewhat visible, it builds on what you've done and sharpens it.
And because every piece is built on your real stories and your own words, it's the kind of content people trust. It's also what search engines and AI tools are looking for now: real experience, real expertise and the authority and trust that come with them.
You name it, it can come from that conversation.
What it feels like
People are usually a little nervous before their first interview. They know it's being recorded, and a lot of people are convinced they're not good on video. My goal is for you to feel so comfortable that you don't think twice about it. You're just hopping on and having a conversation.
And you can ramble. You can use your own words and explain things the way you normally would. That creates much more authentic, much better content than if I asked you to write it all down.
People want to be so polished. But at the end of the day, you really shouldn't want polished content. You should want content that looks and feels and sounds like you, and gives people an idea of what it's actually like to work with you.
Why we keep going back
The first interview gives us a whole lot: enough to build your messaging platform, get clear and create your first package of content so you can start getting visible.
After that, we usually find things we want to dig into. Maybe a topic needed more time. Maybe a post really resonated, and it shows us there's interest. Maybe there's a thought leadership piece coming up, or a new service or industry you want to speak to.
The first one is wonderful, but there are nerves. The second one is usually where it really starts to get good, and it just keeps getting better from there.
Good questions
Usually somewhere around 60 to 90 minutes. That sounds long, but especially on our first call, I want a few minutes to chat, get to know you and make you feel comfortable before we get into the meat of it. Then we want a solid 60 minutes of conversation to drive your content.
Not much. Before our first interview, I'll send you a questionnaire to help you think through and write down some responses. It genuinely helps you prepare. After that, there isn't much to do unless there's a new, specific way you want to talk about what you do.
Almost everyone feels that way going in. It's meant to be a comfortable conversation, and my goal is for you to stop thinking about the camera. You don't need to be polished. People want to see and hear the real you.
I'll ask about your business, how long you've been doing this and how you came to do it, why you love it, the challenges you and your clients face, what brings people to you, client stories, your ideal clients and where you find them, what it's like to work with you, and the big, audacious thing you'd build if you could. Sometimes I have specific questions written down, but a lot of it happens on the fly, following what you say.
It depends on where your business is. If you're launching, it can become your messaging platform, website copy, LinkedIn profile and the start of your content program. If you're already visible, it builds on what you've been doing. Either way, it feeds videos, posts, carousels, blogs, newsletters, emails and thought leadership pieces.
Yes. For B2B teams, I interview each of your leaders and subject-matter experts, and their conversations become the raw material for the team's content.
Your turn
Let's get what's in your head out into the world.