Sam Hoffman
Q What do you do?
“I communicate my offerings in 3 stages:”
1. I can create a brand that resonates with the culture of a target audience. I specialize in Gen Z. (E.g. naming, messaging, positioning, tone and identity)
2. I help brands figure out where to be on the internet and how to exist, advertise, and/or participate there.
3. I write and create content that brings brands to life and communicates their values and offerings in a way that resonates with a target audience."
Q What steps did you take to get to where you are now?
I decided I had an interest in advertising as early as high school. This set me on a path toward the advertising program at The University of Texas at Austin. While there, I absorbed as much as I could. I built a copywriting portfolio in their creative program while also going through the Texas Media & Analytics program. I followed my heart as I was graduating and reached out to a Broadway ad agency startup called RPM. I worked there, but craved a bit more strategic-thinking when it came to building a brand, so I job hunted for about 6 months and landed a role at co:collective. After 3 years of building, creating, reconceptualizing, and selling brands and their products, I wanted to explore the world of social media a bit more. Social has always been one of my biggest interests. I made a blind jump to go freelance in the summer of 2022 and have been working on copywriting and social projects ever since.
Q How do you stand out in your field?
To use Seth Godin's term, I "purple cow" myself. Which is to say, I try to find small touch-points that differentiate me from others. These are things like my email address and my LinkedIn page. I try to present a vibe, and I hope that I attract those who vibe with the vibe. Vibeezzzzzz. You know? Vibin'.
Q What are you working on right now?
I'm currently writing satirical LinkedIn content for a studio called Loop, managing a TikToker (@nathanology_), and helping name a few products for a startup.
Q What’s your style?
I don't really know how to put my style into words. I'm a big fan of satire, irony, and playful aloofness. My work is silly (and most of the time) funny. It can also be esoteric. It might make your mind do a double-take and cross-wires a bit, but only in service to goodness. I think the work I've done with Loop on my website speaks to this. All this said, I am actively working on sincerity. It's scary! In today's nihilistic Gen Z internet era, I believe brands that dive deeper into education and sincerity will last must longer than those playing the unhinged quick-joke algorithm-as-god game. The Lightbox and Calling Bullsh*t work on my website shows this more full-hearted, serious side of my writing. Three musicians that I feel represent my style are Big Thief, 100 Gecs, and The 1975. When it comes to the internet, I love Kevin Parry, Pablo Rochat, and Brad Troemel. They're good examples of my taste and perspective.
Q Out of all your slashies, which one do you wish you could do more often?
I was a high school speech and debate coach for the last 10 years. It's basically like coaching high school theater. I wish I could spend more time performing and working with performers. I'm trying to find more room for this in my life, but it requires a lot more coordination and community than many of my other one-man-band creative outlets. That's a pro and a con.
Q What is frustrating you right now?
Finding a consistent and steady stream of projects and clients. People appear, work is done, then people disappear. There are times where I'm handling 3 projects at once, like two retainers and one larger project. Then there are times where I have next to nothing. The inconsistency of freelance is perpetually frustrating. I always tell myself in my free time I'll make content for my own channels. But making content for myself, whether that's a Substack article or a TikTok, keeps sitting at the bottom of my To Do list.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I'd love for someone to cook me healthy meals every day. But honestly I can probably get that for cheaper than $20/hour. Thank you Sweetgreen. I'm a bit of a nut for farmers markets though. Like if someone could source me locally grown food and turn that into yum yums, we'd be good to go.
Q What do you wish you could have told yourself, when, and why?
A few minutes ago I wish I could have told myself to relax. A few months ago I wish I could have told myself to relax. A few years ago I wish I could have told myself to relax. Trust the process. Have patience with your impatience. Also buy bitcoin. But then sell it before everyone realizes it's a ponzi scheme.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I would love to talk to my favorite musician, Adrianne Lenker, about her creative process. How she processes her feelings and turns it into work, over and over.
Q What kind of opportunities/projects are you looking for?
Above all else, I'm looking for challenges that don't have a clear solution. I like researching, planning, and presenting ideas. On a more tactical level, I'm always open to copywriting projects. Anything that requires words or "PR-generating" ideas. I also love social strategy and content — where should you actually be spending your time and money on the internet to achieve your business goals? After we find that answer, I want to help you spend that time and money.
Q Describe your ideal job/client/collaboration.
A very new startup. With a very new brand. And a very cool product. I'd love to help the brand develop a personality then start selling the shit out of that product on the internet in creative ways. I'm describing a full-time job here, and it's a full-time job I'd love. I'd also love to work more with creators on behalf of a brand. Which would be part of this. That's an experience I want more of.
Q What is your rate?
I so much prefer to work on a project basis, meaning you tell me what it is you need and I'll tell you how much it costs. Then we'll set clear timelines and have some rounds of feedback and plenty of communication to make sure we're both happy. But if you're hiring by the hour, my rate ranges from 100 to 150 an hour. I've gone lower and I've gone higher, so feel free to reach out. I prefer to be presented with dollar (or hour) amounts on your end from the get-go either way.
Q How should someone approach you about working together?
Email samwillrespond@gmail.com. I would love for you to be as clear as possible with what you're looking for and how much you would like to spend. A dollar range is fine. And if you're not sure exactly what it is you need, then tell me the problem you're facing. I can work with "I need 5 TikToks" and I can also work with "I need to name my products and give my brand a personality" and I can also work with "I need to reach teenagers who are really into hyperpop music".
Q Who is a creative you admire?
The creatives I recommend are artists. I try my best to keep my self-conceptualization as one of an artist that just happens to be paid by brands, if that makes any sense. So honestly, I recommend artists like Adrianne Lenker, Shailja Patel, José Olivarez, Will Eno, Shakespeare, and @patiasfantasyworld. Those are a few of my favorite thinkers who write.
Q Oh! and… how do you stay creative?
I feel my feelings as quickly as possible.
This member profile was originally published in August 2023