This page exists because of a chapter in my book, Content DNA. Read and listen to 6 chapters for free – no signup required

What to expect
(and what not to expect)

Here’s what you’ll get by sticking around and reading my content on

This isn’t like a political manifesto. I actually mean it. You get to think up weird and unusual punishments if I let you down.


If you want to write better content, improve your web presence or be smarter on LinkedIn, you’re in the right place.

Simple, clear language

I won’t use big words or long sentences to sound clever.

I make things simple to understand.

​Transparent pricing

I don’t waste your time by hiding my prices.

Check out my pricing page for the low-down.

Useful referrals

If I’m not available to handle a writing job, I’ll hook you up with someone.

Check out my recommended copywriters page.

Captions on videos

More than 80% of all videos are played with the sound off.

All my videos have captions so that you don’t have to turn on sound to understand what I’m saying.

No spam

I send helpful content to people on my Espresso ☕️ email list, and I keep all messages to fewer than 200 words.

There’s no stinking hosepipe of spammy sludge here. And no endless walls of text.

No sales

No arm-twisting. No guilt-tripping. No pushy “buy buy buy”.

If you want to hire me to write some content, please get in touch.

No adverts

There are no banner ads or sponsored content.

I include some affiliate links for services I use and like.

I don’t promote stuff unless I believe in it.

No guest posts

Everything on here is stuff I’ve written myself.

I don’t accept guest post submissions.

No copying

Stealing isn’t cool. I don’t copy other people’s homework.

Check your writing for plagiarism with this free tool: Copyscape.

No popups

I hate popups and “welcome mats” – those things that slide over the whole screen.

You get my content without interruption.

No image carousels

You know those moving image galleries on websites. Never on this site.

To clarify, documents and carousels on LinkedIn are a different matter altogether. I’m quite the fan of those.

No clickbait headlines

“What Barry did next amazed everyone.”

Good for him. I don’t write crap like that.

Learn more: How to write good headlines

No personal rambling

You’re not here to learn about my “journey”.

I share helpful hints and tips. And not much else.

No gated content

I won’t force you to sign up to my mailing list.

If you want my direct help, book a paid consultation.

Otherwise, all my goodies are free and available to all.

No browser notifications

I hate those annoying “we’d like to send you notifications in your browser” messages.

Has anyone ever clicked “Accept” on those anyway? Pointless.

And finally, I don’t do any of the stuff mentioned here

Social media bad practice

John Espirian

I’m the relentlessly helpful®️ LinkedIn nerd and author of Content DNA

I teach business owners how to be noticed, remembered and preferred.

Espresso+ is a safe space to learn how to ethically promote your business online and get better results on LinkedIn.

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