HeyJaredThe strategic pen
Strategy, positioning and distribution systems to turn your expertise into a brand that pays. If they don't know you, they can't flow you. Stop being the best kept secret in your industry.
- Indexed issues, last 90 days
- 8
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- Sep 30, 2026
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- Jul 15, 2026
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Your Best Client May Not Be Looking for What You Sell (opens the original)
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One thing I’ve been paying more attention to as I study career and leadership coaching businesses is the language buyers use before they ever become buyers.It is rarely the language on the service page.Someone may eventually pay for career coaching.But weeks before that, they may be thinking:“I cannot keep doing this job.”Or:“I’ve worked this hard to get here and I don’t even know if I want it anymore.”Or:“I know I need a change. I just don’t know what kind.”</
People Can Trust Your Content and Still Not Know Why They Should Hire You (opens the original)
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For a long time, I thought trust was one of the final pieces of the content puzzle.Get people to trust your thinking.Show that you understand your work.Keep showing up.Eventually, some of those people will want to work with you.I still believe trust matters.I just don’t think it finishes the job.Someone can read your posts every week.Save them. Send one to a friend.Think, She really knows what she’s talking about.And still never consider hiring you.<a class="image-link image2 is-viewable-img" hr
You Know More Than Your Content Makes It Look Like (opens the original)
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Years of writing taught me how to take something complicated and make it easier to understand.It is still one of the most useful skills I have.But since moving deeper into content strategy, I’ve noticed the downside of simplifying too quickly:Sometimes we remove the very thing that shows we know what we’re talking about.I see this with experienced people online.Talk to a leadership coach privately about a difficult team situation and you may hear:“I’d want to know what happened before the confli
How to Build Work That Outlives the Hours You Put Into It (opens the original)
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For years, work followed a simple pattern for me.Finish the article. Submit the assignment.Complete the project. Move to the next thing.I rarely asked what would remain after the work was done.Then one day, I found an old article I had written years earlier.I had forgotten about it.Someone else had not.They had read it, shared it and reached out because of it.The work was finished.Its value was still moving.That made me ask a question I had never taken seriously before:How much of our work disap
How to Become the Person People Think of First (opens the original)
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Some of the best opportunities I have received did not begin with an application.They began with four words:“I thought of you.”A client needed help with their content.Someone was looking for a writer.A founder wanted support with their positioning.My name came up before I knew there was an opportunity.That still surprises me sometimes.I spent years believing opportunities started when you found them.You searched. You applied.You introduced yourself.You explained why you were capable.But many opp
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