I help B2B, B2D, and SaaS tech brands get more commitments from their varied and demanding audiences.

When you work with me, you don't get a Google Doc with some fancy words that I cobbled together based on what worked for some other tech brand.

You get a strategic partner who's committed to helping you educate and inspire readers, customers, developers, and contributors with storytelling that puts your product front-and-center.

Here's how I help:

Brand messaging

Not sure how to talk about your tech? Let's find the source of what makes you unique and develop a messaging playbook that defines why people need to commit.

You walk away with ready-for-you brand messaging that all your people, whether they're developers in your community or brand marketers creating outbound content, can rely on.

A brand strategy project includes a branding playbook with the following:

  • Brand story && company values && mission/vision statements && tone/voice/personality standards
  • Customer, contributor, and community personas based on Voice of Customer/Voice of Developer research
  • Ready-for-you marketing boilerplate to use on your website, GitHub, ProductHunt, Hacker News, or anywhere else your tech brand shows up

Website copy

Let's transform your tech- and features-driven website into an engaging vision of what your ideal customers become when they have your product in their back pocket.

When you lead with inspiration, education, and problem-solving—not marketing gimmicks—you generate the commitment your marketing plans demand.

Commitment to signing up. To championing your product. To not just be a one-off conversion, but a long-term partner.

A website copy project includes:

  • Exhaustive research into the real business problems your ideal customers face via competitive research and interviews with internal stakeholders and existing customers
  • Copywriting for all of your key pages, including two rounds of revision
  • Full coordination with your marketing and/or development teams to properly implement your new messaging

Content strategy & execution

Becoming a reliable source of genuinely useful content is one of the hardest things a tech company can do. When it's done right, content generates every type of commitment you need to grow.

The key is sharing knowledge and leading with education & inspiration, not prattling on about features. Give readers a blueprint for solving relevant problems, and they'll not only recognize your brand as the authority, but also commit to your vision.

A content strategy project includes:

  • 3+ months of multi-channel content strategy designed to generate commitment
  • Monthly 1-hour sessions to analyze results and identify new opportunities
  • Project management assistance for your existing team of content writers

A content creation project might include:

  • Owned blog content that's rich in both education and SEO
  • Long-form signature content, thought leadership, and category education articles that build trust among inherently skeptical audiences
  • eBooks, case studies, and technical documentation to deliver generate commitment everywhere your readers and customers go

Jennifer BristonMarketing Manager, Netdata

Joel did an amazing job with collaborating on creating the Netdata website. He has a unique skillset of understanding technical products with the ability to translate the value to a wide range of audiences. I'd gladly work with Joel again—he goes out of his way to provide his team support and the materials needed to execute projects.

It was a pleasure working with Joel! Super professional, friendly, and overall delightful to work with. He is really knowledgeable in the tech space with the skills of a great writer, a rare gem.

Joel will go above and beyond your expectations!

Need copy right now? Not ready for a full copywriting project?

The One-Day Commit

A short timeframe can pack a big punch.

The One-Day Commit is perfect if you're a founder or a marketing professional that needs to tap the strategic expertise of a copywriter who understands your unique marketing challenges... right now.

Once you commit to a day, we start with an intake form for you, a survey for your customers/contributors, and a 90-minute call to dial in your goals. I customize the deliverables of your One-Day Committ to those goals, but here's a few examples of what we can do:

  • A website copy audit, with suggested improvements, for 5-10 pages
  • Website copy for 2-3 pages (homepage, product, about)
  • Content for your upcoming Show HN or ProductHunt launch