Hello Reader!

In this issue:

Expert interview: Olivia Wickstrom on building a referral program
Best content this week: Pay special attention to Ryan's article on the Content Engineer job title.
AI-updates: Love the article on Fiverr's pivot, especially since I was one of the peeps replaced by their new strategy.

Thanks for reading,

Ashley R. Cummings

P.S. It's not too late. Join the upcoming 25-day "Become Irreplaceable" challenge.

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Expert Interview | Olivia Wickstrom

1. Tell me more about yourself and your journey into content.

I started freelance writing in 2017 as a side hustle, juggling projects while working other jobs. When the pandemic hit, I took the leap into freelancing full-time. It wasn’t smooth sailing — I undercharged, overworked, and learned the hard way that self-employment comes with its own set of challenges.

But growth happens in the messy middle, and as I found my footing in my career, I also found my footing in life. In 2021, I got sober, and everything started to shift. Recovery gave me clarity and confidence, plus the ability to show up for myself in ways I never had before. It made me realize I wanted more: more freedom, more purpose, more intention in my work.

So I stopped playing small. I raised my rates, refined my craft, and started working with clients who valued what I brought to the table. By 2023, my business was thriving, and my life had completely transformed. That same year, I met my partner — a Frenchman who brought me to the French Riviera, and I now call Nice, France home. From here, I continue working with clients around the world, balancing the freedom of remote work with European rituals: morning markets, espresso breaks, dinners that last too long.

I know what it takes to bet on yourself. I know what it means to take the leap into something uncertain, whether it’s building a brand or putting your voice into the world. And I also know how much easier those leaps become when you have the right systems behind you. That’s why I specialize in creating publishing frameworks that run without you — but still sound exactly like you.

Through the One-Hour Founder Framework and Deep Stack Method, I help entrepreneurs grow their Linkedin and Substack audiences in just a few hours a month. You run the business, and I’ll run the publishing system that makes sure people know about it.

2. Why do independent business owners need a referral program? What's the value?

Because word of mouth still works better than any algorithm. When someone recommends you, it carries a weight no ad ever could — it’s trust, borrowed and passed along. A referral program is just a way to honor that exchange.

For independent business owners, this means your best clients bring you MORE of your best clients. For the person referring, it’s an opportunity to share someone they believe in and get rewarded for it. It’s marketing that doesn’t feel like marketing — everyone wins.

3. How do content professionals go about setting up a lucrative referral program?

Think of it in three phases: create, share, reward.

Step 1: Create the offer.
Decide what you’re rewarding and how much. It should feel meaningful to the referrer (enough to get them excited), but still sustainable for your business. Avoid complicated structures, just something clean and easy to explain in one sentence. For example, my referral program rewards 10% of what I'm paid for three months (up to $1K).

Step 2: Make it official.
Put the details in writing. Draft a one-pager or FAQ that explains who can participate, how they’ll get paid, and when. This saves you from chasing down logistics later and builds trust with the people referring you.

Step 3: Share it (a lot more than once).
Tell your network about it. Mention it in your newsletter, put it on your website, drop it into casual conversations with clients. People genuinely want to recommend you — they just need a reminder that there’s a system (and a thank-you) in place.

Step 4: Sign and celebrate.
When someone sends a referral your way and it turns into a client, make the process seamless: confirm, send the contract, and celebrate them. A personal thank-you goes a long way, and it sets the tone for more referrals down the line.