Tom Wolf, CPA
An accountant running a clemency campaign, written as the news story it actually was.
Read the published articleBackground
Tom is a CPA who ended up leading a clemency campaign, which is not a sentence most accountants have occasion to write about themselves. The two halves of that are not obviously related, and the connection between them is the whole story.
The brief
A standard business profile would have buried the interesting part. This needed to be written as a story about a person doing something unusual, with the professional credentials as context rather than as the subject.
How we approached it
We led with the tension in the premise, an accountant taking on advocacy work, and used his professional background to explain how he got there rather than treating it as the headline. Tom approved the piece before it went out.
What it does now
The feature ran on MSN, reaching a general news audience rather than only a professional one. It remains live and continues to surface for his name.
What a feature does, and what it does not
A published article is not a lead generation channel and we will not pretend otherwise. What it does is change what exists when someone looks you up: a real, dated, indexed piece on a publication, written about your work, that keeps surfacing long after it ran.
That matters at the moment someone is deciding whether to take you seriously. It does not replace having something worth writing about.
Your story, properly told
Tell us what you do and what you want to be known for. You approve every word before anything goes live.