Walking the Dog, Dreaming of Saigon: My Journey to Building in Public

By Jonathan James

(Introduction)

I'm walking the dog. It's a mundane task, but today, it's a moment of clarity. I'm about to embark on a new adventure: a newsletter, an app, and eventually, an agency. I'm building in public, and this is where it begins.

(The Vision: A Three-Part Plan)

My vision is a three-part machine: a newsletter that fuels an app, which in turn launches an agency. Simple, right? But first, I need to define my niche, my audience, and what I'm all about.

(Why Copywriting?)

I'm starting with copywriting. Freshly graduated from a year-long program at the Academy at Silverstein Partners, I've got the training. But it's more than that. I've got a background in film and television, a knack for humor, and a talent for seeing things others miss. My third-grade teacher called me smart but easily bored. Maybe she was right.

(The Gift and the Hustle)

When I was 7, my Aunt Betty said I was the funniest person she knew. But talent alone isn't enough. It's like Jordan on the court or a comedian on stage – you've got to hone your craft. I know from experience that the more you write, the better you get. It's a muscle, a skill, a gift that keeps on giving.

(The Allure of the Copywriter)

Let's be honest, copywriters have a certain mystique. They're tricksters, antiheroes, a little bit wily. Think Joseph Sugarman, Gary Halbert, David Ogilvy. There's a part of them that's a bit of a rebel, a bit of a magician.

And then there's the dream. The dream of building something that generates income while I explore the world – coffee in Saigon, street photography in Prague. That's the American dream, isn't it? The ability to work for yourself, to make it happen.

(A Childhood Lesson: The Transistor Radio)

I remember seeing an ad in a comic book for greeting cards. Sell enough, and you get a transistor radio. I sent off for it, sold the cards, and got the radio. That feeling of accomplishment, of seeing a plan through from start to finish, that's stayed with me.

(Defining the Path)

So, here I am. Ready to define what I'm offering and who I'm offering it to. I'm drawn to ideas, lateral thinking, behavioral science, joke writing, gamification, and copywriting frameworks. I want to explore how the copywriter's mindset can solve problems.

(The Go Deep 3.0 Framework)

I've created a document called "Go Deep 3.0: Introspection for Personal Brands." It's a week-long framework of questions designed to uncover deeper levels of self-awareness and professional positioning. Let's start with the first few questions:

• What kinds of thoughts dominate your mind on a typical day?
  • Daydreams of a life with flexible hours, time for hobbies, and volunteer work.
• What emotions do you experience most frequently?
  • Mostly even-keeled, but a touch of fear about financial stability.
• What do you spend most of your time doing?
  • Reading, researching, planning – maybe a bit too much planning.
• Are your actions aligned with your values and goals?
  • Honestly, maybe not entirely. But I'm taking action now, and we'll see where it leads.

(The Dallying is Over)

In portfolio school I had a class with copywriting great, Luke Sullivan. Luke said, "First you do willie, then you do nillie." It's the measure twice and cut once adage. Well, I've done enough willie-ing, now it's time to start nillie-ing. (Ungh, that's bad.)

(Call to Action)

What are your thoughts? What are your dreams? Are you taking action? Let me know in the comments below. And stay tuned for more updates as I build in public.