Start a project
Tell me what isn't landing.
Bring the messy version. What you're selling, who keeps not buying it, and the part you've already rewritten three times.
- hey@hibs.cc
- +212 711-754191
- Working worldwide
Straight to the inbox
hey@hibs.ccOr call it in
+212 711-754191—Before you write
Six things worth knowing
- What makes you want a project?
- A gap between how good something is and how it comes across. Beautiful work described badly is the most fixable problem there is, and the most satisfying one.
- What do you notice first in a funnel that isn't working?
- Whether anyone decided what the reader was supposed to feel. You can usually tell in the first line — pages that skipped the decision have to explain themselves, and explaining is what losing sounds like.
- What makes writing forgettable?
- Agreeing with the reader for too long. Comfort is easy to write and impossible to remember. Something has to be at stake by the second sentence.
- When is something actually done?
- When your team can film it, publish it and defend it without calling me. Copy that still needs me in the room isn't finished, it's a draft with confidence.
- Do you write in French?
- Yes — English and French, and I direct in both. The register changes more than the words do, which is the part most translations get wrong.
- What do you need from me?
- Sales calls or transcripts, your current numbers, and one honest conversation about the part you already suspect isn't working.