Content that makes people feel seen —
and then moves them to act.
There's a difference between content that checks a box and content that makes someone stop scrolling and think "this is exactly what I needed to hear."
The first kind is everywhere.
The second kind is what I create.
Who I work with
Hi, I’m Will. I work with people who need content that actually does something — marketing leaders with too much on their plate, and small business owners who wear every hat including the one that says 'writer.'
If your audience is burned out on generic content, you need copy that feels human.
That's where I come in.
Most content tries to reach an audience. I try to reach a person.
Some of the work I've done
While at Marsh, I created content for franchise-focused insurance programs serving companies like FedEx, 7-Eleven, and Servpro — writing for small business owners who needed insurance because their contract required it, not because they understood it. The job was making complex coverage feel clear and human to people who had twenty employees, not twenty thousand.
At Adams + Knight, I guided award-winning campaigns for Cigna and SLAM Collaborative, and helped launch the agency's first podcast, which also took home the 2022 Innovation in Advertising Award from the Advertising Club of Connecticut.
I also publish Sunday Setup, a weekly newsletter that uses strange stories and sharp humor to expose the hidden patterns shaping how work really works. It's been running since 2025 — and it's the clearest example of how I think and write.
How I think about content
I have a background in performance — standup comedy and acting — which means I think about content the way a writer thinks about an audience: what makes them lean in, what makes them laugh, what makes them feel like someone finally gets it?
That lens doesn't mean everything I write is funny.
It means everything I write is written for a real person, not a persona.
Clear.
Direct.
With a voice.
Because here's what I've noticed: the most effective B2B content isn't the most sophisticated content.
It's the content that makes the reader feel understood before it tries to sell them anything.
What I do
Content strategy — figuring out what to say, to whom, and why it will land.
Content creation — writing that actually sounds like a human being wrote it.
Editorial direction — helping you build a content approach your team can sustain.
I don't do everything. I do this well.
What I don't do
Ads management, analytics dashboards, SEO audits, programmatic campaigns.
If you need those, I can point you toward people who are great at them.
My lane is content — the ideas, the words, the strategy behind both.
What's a 5th House Leo?
In astrology, the 5th house governs creativity — self-expression, play, the work that comes from a place of genuine joy rather than obligation.
Leo, ruled by the sun, is about warmth, presence, and the desire to make things that matter.
When an astrologer told me I was a Leo in the 5th house, it wasn't a surprise. It was a name for something I already knew about myself.
I named the business that because I think the best creative work comes from people who understand who they are and why they do what they do.
That's true for content too. The copy that actually connects isn't the copy that follows the template — it's the copy that comes from someone who genuinely sees the audience and cares about what they're trying to say.
That's what I bring to every project.
Let’s Talk
If your content needs to do more than exist, I'd love to hear what you're working on.
