Work with Billy
If your product is strong but your message isn’t landing, we should talk.
I work with serious experts who have built something rigorous but struggle to communicate its value to the people who need to hear it. The science is there. The product works. But the argument is missing or buried. By argument, I mean the thing that makes a buyer lean forward and say “tell me more.”
I help you find it.
How it works
The engagement is intensive and collaborative. We work together over a series of calls to excavate your argument, name what makes your approach different, and build the messaging you need to go to market with clarity.
Every engagement is built on the Five Lightbulbs framework, a structured approach to identifying the beliefs your buyer must hold before they’ll act. We work through each one until the full argument is clear, coherent, and something your team can use.
By the end, you’re no longer staring at a slide full of data hoping the numbers speak for themselves. You have an argument: a clear, structured case that takes what’s in your head and makes it mean something to the person across the table.
“We worked with Billy and it changed everything for us. If you’re a technical co-founder, you’re often really good at building a product, but you still need to get good at communication and messaging. What we got from Billy trickled into all parts of our high-level decision making—not just marketing, but product and which features we build. It could change your trajectory as a company.” — John Li, Co-founder & CEO, VimCal (YC-backed)
Who this is for
My clients tend to be serious experts: founders, coaches, consultants, teachers. They share a specific structural problem. They’ve built something rigorous, and their buyers can’t easily evaluate the rigor. The gap between what they know and what their buyer can hold in their head is where conventional marketing fails.
This work is built on a specific belief about marketing, laid out in the Marketing Is An Argument manifesto: marketing should build conviction through reason, not manipulate behavior through tricks. If that resonates, we’ll probably get along. If you’re looking for psychological hacks and pressure tactics, I’m not the right fit.
If that sounds familiar, I can help.
Get in touch
Send a note about your business and what you’re working on. Laura on my team will get back to you within 48 hours, and we’ll go from there.