How I work
A real person doing the work — with AI behind it.
The interesting thing about AI isn't the volume. It's that one person can now do work that actually fits your business — and stay close enough to get the judgment right.
What changed
AI changed what one person can do.
AI used to mean more — more output, more volume. The more interesting shift is quieter: one person can now do work that's genuinely shaped to how you operate, not a template with your name dropped into it.
That's the opening for a smaller company: marketing that actually understands what you do, without paying for the overhead that usually comes with it.
AI makes it possible. A person makes it good.
This site is the example — every page built the way I'd build yours, down to showing up when someone asks AI for a recommendation.
What the AI does, and what I do
I'm not hiding the AI. It's how the work stays affordable.
AI-assisted marketing means the repetitive production runs on AI, and a person makes the judgment calls.
The AI handles the volume
- First drafts and variations
- Research passes and first cuts
- The repetitive production work that used to eat the budget
I handle the judgment
- What's actually worth saying
- Whether it sounds like you, and whether it's true
- The decisions and the relationship that need a person who knows your business
What you're paying for is the part that can't be automated — the judgment and the attention. The AI just means the hours that work used to cost aren't on your bill.
How we'd work together
It works best as a partnership.
I'm not a vendor you hand a brief to and wait on. The best work happens when you bring what only you know — your customers, your business, what's worked and what hasn't — and I bring the build and the systems behind it.
The goal is to make your work easier, not to hand you one more thing to manage.
Why only a few clients
A few clients at a time, on purpose.
I keep the number of clients small on purpose. It means you work directly with the person doing the work — not an account manager relaying messages — and that I'm close enough to the work to make sure it's actually good. I'm directing the AI, not handing the work over to it.
The trade-off is that there isn't always room to start right away, and not every project is a fit. So we'd begin with a conversation about whether it is — for both of us — before anyone commits to anything.
— Colin
See if I'm a fit.
The first step is a free scorecard on your current site, or just a note — whichever's easier.
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