the newsletter, every issue.
Eight hundred and eighty-five editions of yap, sat in one place. One long read every friday morning. Always free.
Eight hundred and eighty-five issues.
how to get cited by ai search (chatgpt, perplexity, ai overviews)
The full practical checklist for getting quoted inside AI answers: answer first, add a clear definition, load real data, structure for extraction, mark up with schema, and earn mentions on sites the AI already trusts.
'Slow' long-form content is (finally) finding its second wind
The hyper-fast edit has had a good run. But audiences are burnt out on constant stimulation, and long-form, slow-paced content is making a real comeback. The creators who take their time and actually teach something are starting to win the attention game.
Why a world of 'dangerous' AI is already here
Anthropic pulled its most powerful models offline and the world called it a safety win. Sophie says the train left the station a long time ago. Centralised gatekeeping doesn't stop AI proliferation. It just means the next wave gets built without any guardrails at all.
Locked out: How to market to an audience that hates the feed
The public feed is a ghost town and your audience has gone underground. Private group chats, locked Discords and encrypted threads are where the real conversations happen now. Brands that want in have to stop broadcasting and start making things worth sharing.
geo vs seo: the two front doors of search in 2026
The pillar guide to GEO and SEO. Explains both, the two-front-doors metaphor, and how the same answer-first content wins a Google rank and an AI citation at once.
Ideological Catfishing: why the creator economy is hitting a crisis of authenticity it might not survive
An anti-establishment creator took Meta AI's money. The comments went to war. Sophie breaks down why we keep expecting creators to be our moral compass, and what brands need to know before they pick the wrong partner.
Why you're seeing a neo-medieval movement on your feed right now
A new counter-culture movement is sweeping fashion, design, and digital subcultures. It looks like hammered iron, brutalist typography, and chainmail textures. The Neo-Medieval Backlash is humanity's gut-level revolt against a world drowning in AI-generated smoothness.
how to use ai for social media content (without losing your voice)
How to use AI for social media content without losing your voice: treat AI as a content miner, run the 80/20 workflow, and three workflows you can start today.
The pivot plague: why your brand has strategic ADHD
Constantly changing your brand direction doesn't make you agile. It makes you forgettable. Sophie breaks down why staying in your lane and building compounding trust is the most radical strategy in a market addicted to reinvention.
how to write social media copy that stops the scroll
How to write social media copy that stops the scroll: the broetry format, hooks that work, the story structure inside every post, and the 3 post types that perform.
personal branding on social media: how to build one that opens doors
How to build a personal brand on social media that opens doors: identity, storytelling, the three content types, and the consistency that compounds.
The efficiency heist: why are we paying full price for half-baked automation?
Companies are using automation to cut their costs in half. But instead of passing those savings on, they're pocketing them and still charging you the full price. Sophie argues this is the efficiency heist, and the market is finally starting to notice.