Why I’m Writing This Now
Whether we like it or not, we’re always sending signals. So let's start with a signal.
There’s a strange kind of pressure in beginning.
Even when you’ve done it before.
I’ve spent most of my career sending signals on behalf of companies. Campaigns. Brands.
But this space is different. It’s personal. It’s not about the brand voice. It’s about my own.
And still… the cursor blinks, waiting.
Why this, why now?
Because whether we like it or not, we’re always sending signals.
In what we post—or don’t.
What we say—or quietly withhold.
What we build, what we abandon, where we show up, and how.
If You're Just Starting Out, This Is for You
Some things I wish I’d known before creating content.
I used to create and share things online without really knowing what I was doing.
I'd publish posts. Tweak headlines. Try to show up “consistently.”
But most of it floated out into the void.
Not because the ideas weren’t good.
But because I didn’t understand the why behind the what.
I didn’t know how discoverability actually worked.
I didn’t know how brand trust was built.
I didn’t know how to write in a way that felt true and traveled.
So I told myself I just needed to try harder.
Be louder. Post more.
But the truth was quieter than that.
What I really needed was a framework. A way to tune the signal before sending it out.
That’s where SIGNAL(S) came from.
It wasn’t designed as a branding trick or a growth hack.
It came out of years of working with creators, founders, and teams who had good ideas—but couldn’t figure out why no one was paying attention.
And the funny part? I really started to understand how this all works because of flies.
Yes… flies. I’ll talk more about that story at a later time.
For the You That’s Just Starting Out
If you’re here, maybe you’re where I was.
Creating without traction.
Feeling like your voice doesn’t carry.
Trying to do “everything right,” but still wondering why it’s not landing.
This is for you.
It’s also for me.
Because as I write about this topic, the more clarity and depth I also find.
It’s a guide, yes. But beyond that, I hope it’s also partly a mirror.
For both of us.
What You’ll Learn Here
The SIGNAL(S) framework is where we begin:
S – Search Intent: Understanding what your reader is really looking for
I – Indexability: Making your content findable and readable by search engines
G – Gain Attention: Earning focus without manipulation
N – Narrative Clarity: Writing that flows, lands, and holds together
A – Authority & Authenticity: Building trust in a way that feels like you
L – Linking & Signals: Creating a content ecosystem that reinforces itself
S – Shareability: Crafting work that’s worth passing along
You don’t need to master it all at once.
You just need to understand what’s working for you—and what’s working against you.
And from there, build something that actually resonates.
Looking Ahead
Over time, we’ll go deeper.
Into the shifts that come with being seen.
Into the tension between truth and performance in a world built on signals.
Into how to turn your work into something that works for you, and pays you in dividends.
Because if I could go back, I wouldn’t just teach myself how to “rank.”
I’d help myself figure out what I really wanted to say—and how to get paid for saying it.
If you’re still reading this, you might be a younger version of me.
Someone thoughtful. Quietly ambitious. Creative.
Trying to do meaningful work, be seen for it and get paid.
I’m glad you’re here.
Let’s build a signal that carries.
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