Always Sound Like You

This section emphasizes the importance for small businesses to maintain their authentic voice when communicating. Jason and David stress that they tend to publish their thoughts directly from mind to keyboard, avoiding multiple layers of filtering that often water down messages into generic legalese or corporate jargon. They argue that filtering can diminish the uniqueness of a company's tone and alienate audiences, especially since small companies have the agility to take risks and stand out by being genuine and authentic in their messaging.

Here, the discussion revolves around the risks small companies face when they choose to be candid and distinctive in their communication. Unlike large corporations that heavily filter their messages to avoid any controversy, small companies can afford to take more risks with their tone and perspective. This approach can generate interest, position a business as interesting or different, and create genuine engagement. Jason and David advocate for embracing these risks because the potential benefits of standing out and being true to oneself outweigh the downsides.

This section offers advice on cultivating a natural, authentic voice in writing. The hosts highlight that consistent practice over many years is essential and recommend finding the medium that suits you best, whether writing, speaking, or creating content on video. They emphasize that developing a personal style takes time, and small companies, in particular, can do so in relative obscurity without public metrics constantly monitoring their progress. Key tips include not forcing oneself into a style that feels unnatural, and understanding that authenticity and passion are vital to creating compelling content.

The discussion clarifies that, generally, small businesses should refrain from overly cautious filtering, especially during early stages when they are building their brand and voice. They suggest that legal and PR reviews should be reserved for critical issues, such as medical advice or highly regulated communications. For most content, especially at the start, the emphasis should be on authentic, straightforward expression. Over-filtering can hinder growth and the ability to connect genuinely with the audience.

This part underscores the importance of perseverance and long-term effort. Jason shares that becoming proficient and recognizable as a writer or content creator takes years of consistent work—sometimes a decade or more. They highlight examples like Gary Vaynerchuk, who built his brand through relentless content creation. The idea is that success in writing or content marketing is not immediate but the result of sustained effort and continuous improvement, with some pieces resonating more unexpectedly than others.

Finally, the podcast stresses that content creation should be enjoyable and driven by passion. The hosts advise against obsessively tracking metrics, especially in the early stages, as it can be discouraging. Instead, they promote focusing on the process—writing, speaking, or creating because you enjoy it—and trusting that, over time, your authentic voice will develop and find an audience. Success is seen as a marathon, not a sprint, where consistent effort and genuine expression lead to meaningful connections.