THE WORD, WEEKLY
One email. Once a week. Worth remembering.
Not here to clog your inbox. Not pretending this newsletter will 10x your revenue in 30 days.
Straight to your inbox 👉
Straight to your inbox 👇
Who is this for?
This is for the visionary founders. The strategic storytellers. The folks who know great brands aren’t built on hacks and PDF templates.
Each week, Wordcraft’s head storyteller Cass Whitaker shares one email to help you sharpen your message, strengthen your positioning, and build a brand that’s impossible to ignore.
What to expect
✅ Sharper ways to think about branding, messaging and positioning
✅ Copywriting insights grounded in strategy and story
✅ Nerdy-but-useful gems from marketing science (minus the jargon)
✅ A behind-the-scenes look at building Wordcraft
✅ Occasional sass, and the odd rant (you’ve been warned) 💁♀️
Who is Cass Whitaker?
Not a girlboss. Not your guru. Not selling content that “actually gets results™”.
I’m the one waiting for you at the crossroads, pen in hand.
Here to transform brand chaos into messaging so sharp it carves out space in your audience’s mind.
On paper, I’m a:
✅ Seasoned copywriter
✅ Brand strategist
✅ Former Head of Content
✅ Favikon-certified LinkedIn Top Creator 
…And someone who’s equally obsessed with Mad Men re-runs as she is with Byron Sharp’s empirical laws of marketing.
What readers are saying
Nice words from subscribers, clients and more.
Reading Cass’ work is a genuine pleasure – professional and stylish in one. I always look forward to her next publication.
Daniel Carabellese
Cass’ understanding of the wider marketing landscape means her insights and proposed solutions are always well-informed. A-Grade Marketer!
Marc Charlery
I cannot recommend Cass enough to anyone. Her skill in storytelling and writing, her quick adaptability and honesty are unparalleled!
Hatim Abbas
It’s rare to find a writer like Cass, who is able to seamlessly meld informative and persuasive copy with an easy, accessible style.
Margie Rhodes
Past editions
Want a preview before you subscribe? Here are a few to get you hooked.
AI: reaper or revolutionary for search?
Does AI spell the end of “Googling” as we know it?
The art of building in public
How founders use this storytelling tactic to inspire and engage
Is your content “on-brand”?
The importance of making brand the cornerstone of your marketing strategy.
How to target aspirational ICPs in content
And a quick checklist to verify whether you should.
One email a week. No hype. Just the Word.
Subscribe and make my day 💌