From Brand Garbage to Crystal Clear Messaging
Sound like yourself. Get heard where it matters. Here’s what it costs.
Your Credibility Is Your Currency
Every sentence you write either earns it or spends it.
And the most expensive sentences are the ones you can't see, because you wrote them. You already know what you meant. Your eyes fill in the precision, the context, the tone you intended. The reader gets none of that. The reader gets the words.
That's how a line survives a whole team's review and detonates in a headline. How a number gets moved to paragraph four and becomes the first thing the board asks about. How a deck that says "we" forty times loses a deal you never knew you were in.
The writing wasn't bad. It was fine. And fine is invisible, which is expensive in the rooms where you can't afford it.
I read it the way the room will, before the room does.
Who I Work With
Founders and executives in financial services whose words get read by people who can end a deal, a career, or the benefit of the doubt. Banks, fintechs, card issuers, payments companies, analytics firms. Your name is on the message. That's the whole job description.
Companies on burning platforms. Sales slipping. Departments telling different stories. A website that still describes the company you ran in 2019. I build one message your team can use, pointed at your customer's problem instead of your own accomplishments.
Recent graduate, or an executive over 50 whose search has gone quiet? That work lives here.
The Menu
You don’t need everything. Start where you are.
Start free. Nothing on the top of the menu costs you anything, and nothing on it requires a call.
Then choose your kitchen. Do it yourself. Have me do it. Or sit down for the real work.
Nothing you spend is wasted. I’ll apply whatever you pay for a LinkedIn Profile refresh to the larger Individual Brand Positioning package you choose.
The Entrées
Executive Ghostwriting. Ninety days, from $4,500.
I interview you. I write it. I do additional research. You sound like yourself, only sharper and on deadline.
Earnings scripts. Board letters. Briefing books. Op-eds in the publications your customers actually read. LinkedIn posts that don't sound like they came out of a content mill. All-hands memos that people finish, and that don’t make you sound like you’re oblivious.
Not a monthly invoice you re-evaluate every 30 days. We name a milestone, we hit in 90 days, and then you decide about renewing.
I'm not handing you a stronger voice than the one you've got. I'm finding the voice you've stopped hearing and clearing everything in front of it.
Company Brand Positioning. From $3,000.
For companies ready to get the story straight.
A self-reflective questionnaire, distributed to your team.
Recorded sessions that capture how you actually talk.
A brand positioning document and messaging guide.
Copy for one or two key assets: website, pitch deck, About page.
You get a document you can hand to your designer, your sales team, or your AI tools. It becomes the source of truth for how the company talks about itself. Most clients are still using theirs years later.
Six to eight weeks, depending on complexity and how many approvals stand between us and the finish line.
"Peter helped us clarify our message and differentiate our advanced analytics company. He asked great questions about our business. He continues to help us ensure potential partners better understand what we do through LinkedIn, our website, sales decks, and op-eds for target publications."
Stephen Hoops, CEO, Predictive Analytics Group
Individual Brand Positioning. From $1,500.
For executives and consultants who are judged on what they write. Your positioning document, your brag sheet, and the copy to put both to work. Two to four weeks, and it moves as fast as you answer the questionnaire.
"My LinkedIn profile shared my employment history rather than my professional value. Peter dedicated considerable time to listening before we had formally agreed to work together. His inquiry process unearthed the core motivations shaping my career. I got a great job in under a month. Peter is my Communications Windex."
Heather Elise Shaver
Communications Audit. $1,000 to $2,500.
For company sites that need more than a gut check. A crawl of every page, a manual review of messaging and risk, input from your team where it helps, and a list of fixes ranked by what's costing you the most.
The audit is usually where the other work starts. Whatever you pay applies if it does.
What Goes Into Pricing?
Pricing brand strategy isn't a science. It's cooking. Same ingredients, but the portions, the timing, and the stakes change what it costs.
It costs more when:
You needed it yesterday.
There are a lot of cooks in the kitchen: multiple audiences, stakeholders, or approvers.
The stakes are high, like a relaunch, a merger, or a regulatory moment.
The work is complex, multi-channel, or deeply technical.
You want it fully done for you rather than guided.
It costs less when:
You're flexible on timing.
You bundle projects, because I only have to learn your business once.
You start with something smaller and credit it forward.
No surprise fees. If something is about to expand the scope, you'll hear it from me before it happens, not on an invoice.
If the Number Is the Problem
Tell me.
I'd rather find the right plate than lose the conversation. Most people who think they need the $3,000 engagement can start smaller and see whether I'm any good before they spend more. That's why the menu starts with free.
And if you've been out of work for six months, or you're a year out of school, say so. We'll figure it out.
You Already Have Claude and/or ChatGPT. Here’s What They Can’t Do.
You have Claude. You have ChatGPT. You can generate a board letter in 11 seconds for the price of a sandwich.
Use them. I do, every day. I'm certified in prompting, and I'd rather work with a client who brings me a first draft from an LLM than one who brings me nothing.
Here's what the $20 doesn't buy you.
It doesn't know what you meant, so it agrees with you. Feed it your earnings script and it will polish the sentence you should have deleted. Ask it if the tone is right and it will tell you the tone is right. It has no stake, no memory of the room, and no willingness to be unpopular. An outside reader who works for you is not the same thing as a tool that works on you.
It will never kick you under the table. I was in a conference room at a bank when the head of the consumer division decided a new $5 debit card fee wouldn't be a problem, and that the internet wouldn't be a problem either. I said he was wrong. My boss kicked me, hard, under the table. Five weeks and 300,000 petition signatures later, the bank reversed itself and the executive told me he should have listened. That's what you're actually buying. Not words. Someone who will say the sentence nobody in the room wants to hear, and who can make the case well enough that you act on it.
Everyone has the same tool now. Which means everyone's writing is converging on the same clean, competent, interchangeable middle. That's Brand Garbage with better grammar. If your credibility depends on sounding like you and not like the industry, the tool that makes everyone sound alike is not your friend. It's the problem.
And yes, you can pay less than me. Fiverr is right there. You'll get Fiverr results, and you won't get a former journalist who knows how to load a prompt with enough context that the output is worth reading.
I don't outsource. I don't hand your work to a junior. You get me.
A communications hire runs north of $120,000 fully loaded. One lost deal costs more than everything on this menu combined. One board letter that lands the way you meant it changes how a room sees you for a year.
Messaging is not decoration. It's the frame holding everything else up.
Pricing FAQ
Do you write under my name?
Yes. Your name goes on it, your voice comes through it, and nobody knows I was there. That's the job.
Can I upgrade later?
Within the LinkedIn work, yes. Company engagements and ghostwriting are priced on their own.
How long does it take?
—Discovery calls: 30 minutes, and you leave with something you can use.
—The LinkedIn Gap Analysis: 72 hours.
—Individual positioning: two to four weeks.
—Corporate: six to eight weeks.
—Ghostwriting: 90 days to start to show performance. Rush work is possible at a premium.
What's included, and what isn't?
Strategy, writing, and revisions. Not design or implementation. I'll coordinate with your designer or your team so the copy lands the way it was written. Or I can bring in my own third party designer.
What if I'm not happy with it?
The questionnaire, the recorded session, and the revision rounds exist to prevent that. If something misses, we work it until it's right.
Do you offer discounts?
Prepay in full and take 10 percent off. Bundle projects and the per-deliverable cost drops. If you've been out of work for six months or more, talk to me.
I Will Pay for Our First Conversation
Bring me whatever you're about to send. A board letter. An earnings script. A deck that has to land. I'll read it the way the room will, before the room does.
Thirty minutes. No charge. No slides.
If it's a company problem instead of a document problem, ask a few of your people two questions before we talk:
What problem do we solve for customers?
What makes us unique?
If you get five different answers, you already know why you're not sleeping. If your own team can't explain what you do, your customers have no chance.
You can take everything I give you and walk away, and we'll still be friends. I'm betting you won't, because you'll want your brand to look like that window.
