These are ordered to be read in sequence rather than by date. The first one is the idea the rest lean on.
Notes
Notes on voice, message, and getting past referrals.
Thinking about clarity, message, and why marketing spend leaks. Each one stands on its own and none of them are a pitch.
Reach further
Marketing is an amplifier, not a fixer
Every tactic you can buy is an amplifier. None of them improve the signal you feed them, and that single fact explains most disappointing marketing spend.
6 minute read → Keep it honestThe swap test
The fastest honest read on whether your copy says anything. It takes ten seconds, requires no expertise, and most websites fail it on the first line.
5 minute read → FoundationStop being the hero of your own marketing
Most websites open by talking about the business. It's the most natural thing to write and one of the most reliable ways to lose the reader.
6 minute read → Get foundRandom acts of marketing
Every layer of marketing inherits from the one above it. Assemble that stack in the wrong order and each choice looks reasonable while the whole thing quietly fails to add up.
6 minute read → Keep it honestWhere marketing messages go to die
At the execution stage the craft isn't creation. It's fidelity. And fidelity is lost in increments so small that nobody involved ever makes an obviously bad decision.
6 minute read →
Reading about it is cheaper than testing it on your own budget.
If something here described your business a little too accurately, that's usually worth thirty minutes. You'll leave knowing which stage you're actually stuck in.
No pitch, no pressure. Prefer email? Write to hello@loquidigital.com.
You'll be talking to me. Twenty years spent making a message land, and I do the work on every account.
Chris Hopkins, founder