MAKE MARKETING
MAKE SENSE.
The Brief is a monthly marketing manual that breaks down the proven principles big brands use, showing you how to make it make sense for YOUR business.
Because in marketing, without a clear brief, you’re just throwing shit at the wall and hoping it sticks.
Ain’t nobody got time for that.
Or don’t. I’m not your mum
Every week, I hear from small biz owners who tell me marketing doesn’t work for them. There’s so much advice out there, but it’s all channel hacks, disjointed tactics, or for big brands with even bigger budgets.
And when you don’t understand the principles behind the tactics, every piece of advice sounds equally important.
Trust me when I say this:
You DON’T need a bigger marketing to-do list.
You just need to learn how to make smarter marketing decisions.
The internet’s marketing to-do list good luck.
- Post everyday.
- Start a podcast.
- Build a funnel.
- Niche down. Stop niching. WTF?
- Write better hooks.
- Tell more stories.
- Run ads. Don’t run ads. pick one
- Have lots of offers.???
- Only have one offer.???
- Email daily. Email weekly.
- Email is dead.SUUUUURE
- The internet is dead.LOL
THE PRINCIPLESBEHIND THE TACTICS.
Every month, The Brief takes one killer idea and tears it APART—so you can understand what it does, why it works, and how to actually use it.
- 01
One big idea
Marketing science, copywriting principles, buyer economics.
- 02
The breakdown
Pulled apart and translated for small biz.
- 03
The evidence
Examples and quotes from people who know what’s what.
- 04
Clear next step
Not just the thinking, but how to apply it.
You’ll dig the Brief if:
- You sell your expertise, skills, advice or knowledge
- You want better marketing, but you don’t want to become a full-time marketer
- You ARE a marketer or copywriter and want to LEVEL UP
- You’re sick of tactics that expire the second the platform updates
- You want to build relationships, not just fleece people
- You want to understand what to do and why it works
Don’t bother if:
- You expect miracles or a magic bullet
- You don’t like using your brain
- You’re looking for “50 hooks you can steal”
- You want plug-and-play templates that work in every scenario
- Your offer is unclear and you’re hoping just “marketing harder” will solve it
A SNEAKPEEK.
Each Brief starts with one marketing question worth answering properly. Get a sneak peek of what’s in the catalogue so far.
The first issue is on its way. Subscribe and it’ll land in your inbox the moment it’s live.
GET THEBRIEF.
Join now for all-access while the catalogue is still growing. You’ll get every Brief published so far, plus a new one every month.
Full T+Cs here.
$40$20per month. Cancel anytime.
- Written to be read in about 15-20 minutes.
- New issue every month.
- Audio included for people who don’t like reading (although I judge you lol).
- Occasional bonuses (like videos, cheatsheets and insights from special experts).
Prices in USD and exclude relevant tax.
DEAR CASS,
*Insert derivative of overused “don’t just take my word for it” phrase.* (What? That was super meta and clever, wasn’t it?)
Just made myself a cup of coffee and slowly read your first newsletter. LOVED IT!! It gave me the type of raw excitement about what's coming I didn't have in a long time. And taking into account how AI changed everything (and how exhausted we are from it and all the changes), it's something so, so precious. Looking forward to the next one, Cass! 🫶
My feel-good wall of text
Love this! It's a masterclass in how branding really works. The shift from chasing clicks to building memory is subtle but powerful and made me think about how I think about my content too. It’s not about going viral; it’s about being recalled at the right moment. One impression at a time.
And THIS is EXACTLY why I subscribe! ANNND why I've always enjoyed your company! Never change!
Two emails in and I'm a big fan already ❤️
I’m totally not from this world but you explain this so clearly that I think writers can learn so much about how to position their work online!
Cass's energy is contagious, her character shines through every word, and her copywriting skills? Next level. She has this rare gift of turning thoughts into sentences that not only make sense, but make you feel something. Honestly, I often find myself wishing I could write like that.
I had the pleasure of hosting Cass Whitaker on The Online Prosperity Show, and she was an absolute standout guest. Cass doesn't just talk strategy, she embodies it, and she helped listeners see how authentic, values-driven messaging can genuinely connect and convert. If you're looking to sharpen your brand voice or clarify your messaging, Cass’s strategic approach is exactly what you need.
You've been reading my mind, right?
Sometimes I forget that you're this amazing writer. And then I read your stuff and it's like "oh yeah, she's fucking good at this."
You're the best Cass! These emails always crack me up. I love them even if there's no writing tip at the end.
Worth signing up to! Cass Whitaker shares some absolute gold in her emails!
I’ve been in this industry a long time, and I’m totally impressed with Cass Whitaker. Her copy is infused with a unique, entertaining, and 'sassy' personality that makes it impossible not to read. She’s also a whip-smart marketer. I love her website and copy so much, I signed up for her emails. They’re always good for a laugh… and a great lesson!
GIVE THIS GAL A MEDAL!☝️
I cannot recommend Cass enough to anyone. As someone who works in marketing, I come across tons of content every day, but what Cass writes always gets me glued to a screen. Her skill in storytelling and writing and honesty are unparalleled!
ASKAWAY.
Is this just a free newsletter with a price tag?
Lol no. My free newsletter is where I think out loud, share useful ideas, tell stories, complain about the internet, and occasionally remind you I’m selling stuff. The Brief is more structured than that. Each one is a marketing manual built around one specific idea, principle or strategy. It’s researched, organised, edited, and designed to help you actually understand and apply the thinking—not just read it, nod, and immediately forget everything because your child was hanging on your arm as you tried to clear your inbox.
Can I read one before I pay?
You’ll be able to preview selected issues from the catalogue before you subscribe.
Can I cancel if it’s not for me?
No probs. I use Ghost to manage the subscription and delivery so it’s pretty easy to log into your account and unsubscribe. But if you do get stuck you can email me at sup@casswhitaker.com
Do I get the archive when I subscribe?
For NOW. But the plan has always been to lock the back issues to those who were subscribed when it was launched. I want to reward the people who stick around each month. But as a launch offer, it’s all available. This page will be updated before that changes.
What if one month isn’t relevant to me?
That’ll probably happen occasionally. The Brief is built around marketing principles, so every issue should have something useful in it, but not every topic will hit your exact business problem at the exact moment you read it. You’re not paying for a monthly magic bullet, you’re learning how to make smarter marketing decisions over time.
What if I’m a total beginner?
If you run a business, have an offer, and marketing is feeling a bit like throwing shit at the wall and hoping it sticks, you’ll be fine. The Brief is designed to make proper marketing thinking easier to understand. I’m not going to start suddenly writing like a textbook and boring the shit out of you.
When exactly do I get my first issue?
At the moment when you subscribe, you get access to the published catalogue straight away, which means you can start reading (or listening) straight away. New Briefs will be released monthly after that. But I do eventually plan to lock the archive—I will update this before this changes.
Is this practical or theoretical?
A bit of both. The theory is important because tactics without principles is how you end up with tons of useless blogs on your site, or social media posts copied to every platform that do literally nothing but eat up your time. But it’s not just theory for the sake of sounding clever. Each one explains not only the principle, but why it matters, and how you can actually apply it in your business.
Is this an online course?
Nope, not a course, cohort, mastermind, challenge, bootcamp, academy, accelerator, blah blah. I suppose it’s technically an “info-product” in that it’s information that I’m providing you as a product. Either way, you’ll get one focused marketing idea, explained clearly, with examples and a practical next step. There may occasionally be bonus video, templates, cheatsheets or expert insights if they make the issue better. But the core product is simple: Get the Brief, read the Brief, use what you learn in your business.
GIVE YOUR MARKETINGA BRIEF.
Each month, one marketing idea—what it means, why it matters, and how to actually use it without adding more random tactics to your to-do list.
GET THE BRIEFUsing your brain not optional.