I Bought Into Daniel Priestley, Not His Company

I’ve spent dozens of hours with Daniel Priestley’s YouTube videos.

I’ve studied hundreds of his LinkedIn posts.

I bought his books in print, ebook, and audio.

He runs a company, Dent Global. But I didn’t buy into a company. I bought into him.

That’s how trust works. People connect with people. We trust a face, a name, a voice with quirks and opinions. Nobody forms an attachment to a corporate “we.”

For some businesses, that’s fine. Nobody needs to feel close to their electric company.

But if clients hire you partly because of who you are, writing as “we” throws away the one thing your competitors can’t copy.

Open your inbox and look at the newsletters from brands. “We’re excited to share.” “Our team has been hard at work.” Swap the logos, and nobody would notice.

That’s not because the writers are bad. They’re writing as an entity, and entities don’t have voices. They have guidelines.

Guidelines can tell a writer how to sound. They can’t give them a story to tell.

A real voice has edges: opinions, humor, the mistake you made last month.

There are a hundred firms that do what you do.

There’s only one of you.

Logos don’t write letters. People do. If your name is on the business, put your voice in the inbox.