About
If you are looking for my plant work, you will find it here, here and here.
I’ve been publishing online since the late 1990s. Before the algorithms. Before the platforms. Before anyone was calling it “digital marketing.”
Back then, the internet felt like a frontier. Genuinely ungoverned. You could start something from nothing and reach people directly. No gatekeepers. No middlemen demanding their cut. No one telling you what you were or weren’t allowed to say.
I liked that.
I sold digital products and ebooks years before Facebook existed. I studied direct response advertising the hard way (by doing it and getting it wrong). I learned copywriting from the old masters: Schwab, Schwartz, Caples. Not because someone told me to. Because I wanted to understand how persuasion actually works, stripped of the hype.
I went on to build Eatweeds into the UK’s leading foraging education platform. Over 65,000 people have bought the field guide. Our foraging courses in Devon have been rated number one by BBC Countryfile. I’ve run Meta ad campaigns, tracked MER ratios, built email sequences, tested headlines, and learned what actually moves people. Not in theory. In practice, with my own money on the line.
Along the way I developed Domei, a contemplative practice for sustained attention to plants. A completely different kind of work. But the same discipline underneath: show up, pay attention, cut what doesn’t belong.
I’m not a marketing guru. I have no interest in being one.
What I am is someone who has spent nearly three decades figuring out how to publish independently, reach an audience without manipulation, and build something real without selling my soul to do it. I’ve made plenty of mistakes. I’ll tell you about those too.
This blog is where I think in public about publishing, direct response, digital independence, and the peculiar overlap between foraging for wild plants and building a business on your own terms.
No hype. No manufactured urgency. No six-figure promises.
If that sounds like something you want to read, subscribe.
If not, that’s fine too. It’s up to you.
A few notes on what to expect:
I write about marketing as it actually works. The mechanics. The psychology. The honest version, not the LinkedIn version.
I write about building a publishing operation without giving the platforms everything they want from you.
Direct response. Email. Paid ads. Copywriting. Audience building. The stuff that either works or doesn’t, and how to tell the difference.