I built Boomp because I kept seeing good people lose—not at the actual work, but at making the work visible.
The usual answer was to tell them to post more, perform more, film more, and become content creators on top of being roofers, dentists, accountants, coaches, consultants, and business owners.
That did not feel like a serious solution.
My own life had also changed. After my dad died, I could no longer build a company that required every ounce of me to keep helping people. I needed a model that respected the customer's expertise and the human limits of the person doing the work.
Boomp grew from both problems:
How do you make good work easier to discover without turning the expert into the product—or pretending software should replace their judgment?
I hate social media
I want to be upfront about that. I am the founder of a social media company, and I genuinely dislike social media. The irony is not lost on me.
What I hate is the bargain people are told they have to make:
- become a public personality;
- feed the platforms constantly;
- manufacture something to say;
- turn private life into material;
- watch the engagement numbers;
- repeat whatever the algorithm appears to reward; and
- call the whole thing a business strategy.
Social media can be useful. It can answer a question, reinforce a referral, show recent work, make a business easier to inspect, or help the right person reach a website or conversation.
It is not universally required, and it does not have to become the business.
Nobody becomes excellent at bookkeeping so they can spend Tuesday night brainstorming captions. A dentist does not complete years of training because she wants an on-camera content career. A coach can care deeply about transformation without wanting to turn every thought into a personal-brand performance.
These people are not bad at marketing because they dislike that bargain. The marketing system may simply be asking them to do the wrong second job.
Before Boomp
I spent more than 15 years building the things that help businesses grow online: sales funnels, email campaigns, quizzes, websites, content strategies, and conversion paths.
Then I wrote a book, The Common Well-Paid Expert, and built a high-touch coaching program around it. In 90 days, clients would leave with a complete sales funnel—an asset they owned.
I loved the work. It was personal and demanding. I got to know every business, founder, offer, and obstacle. People trusted me with something important, and I took that seriously.
And then my dad died.
The part nobody talks about
I was in the middle of a cohort when it happened. I told my clients, “We are going to do this for a year instead of 90 days, but not right now.” Then I disappeared.
There were funeral arrangements, estate paperwork, my childhood home to sell, my sister to help, and all the practical tasks that arrive wrapped around grief.
When I came back, I finished the cohort. I made sure every client got their version of success. I did not stop until they were happy with what we had built together. I honor my commitments.
But I knew I could not keep running the same high-ticket, high-touch, all-of-my-energy-goes-into-your-business model. I wanted more of my energy to belong to my family.
I needed to build something that could genuinely help people without requiring me to pour every ounce of myself into every engagement.
That constraint did not make the work less ambitious. It made me ask a better question about ownership.
Which work could a system prepare well, and which judgment still belonged to a person?
Finding the thing
ChatGPT 3.5 had just arrived. I knew there was something important there before I knew what shape it would take.
I started small. I built a tool that turned podcast transcripts into carousel posts. I learned no-code tools, Make, n8n, APIs, and automation by tinkering with real transformations.
But I kept thinking about the experts and local owners who did not need another tool to operate. They needed the work before the calendar handled.
At first, I described the goal as getting social media “done.” Building the first version taught me that done is not one thing.
A useful public post still needs:
- a reliable source;
- an idea worth extracting;
- a specific customer job;
- a draft that preserves the meaning;
- appropriate proof or media;
- privacy and permission checks;
- a person responsible for approval;
- verified delivery;
- someone to handle the response; and
- evidence that the work helped the business.
Automation can move some of those jobs. It should not blur them into one magic button.
The local business problem revealed a broader expert problem
I live in the Phoenix suburbs. I drive past family-owned HVAC companies, independent salons, professional practices, restaurants, shops, and firms that have served their communities for years.
I kept seeing a painful mismatch: a business could be excellent at the work and still be harder to discover than a louder, better-funded competitor.
Visibility does not prove quality. A quiet profile does not prove a business is closed or careless. But a prospective customer cannot evaluate expertise they never encounter. They fill uncertainty with whatever evidence they can find.
The same problem appears beyond local business.
A coach may have a distinction that changes how clients see a problem, but it feels obvious to her. A consultant may ask the one question that prevents an expensive mistake, but he thinks of it as routine. A professional may have years of judgment encoded in a process page, FAQ answer, or customer boundary without seeing any of it as “content.”
Expertise creates its own blind spot.
You are inside the frame. You see the repeated work. An outsider sees the remarkable question, safeguard, explanation, or decision hiding inside it.
Why self-promotion makes the blind spot worse
The expert is often asked to perform four conflicting roles at once:
| Role | The question it creates |
|---|---|
| Expert | What is true, useful, and responsible? |
| Subject | What should I say about myself? |
| Promoter | How do I make this sound important? |
| Judge | Does this sound credible—or embarrassing? |
Doing good work trains attention outward. Self-promotion turns the attention inward and asks the person to announce their own importance.
That is one reason approving something concrete can feel different from writing praise from a blank page. Approval asks the expert to use familiar skills: recognize truth, correct nuance, protect a boundary, reject exaggeration, and decide what belongs in public.
The full psychological argument belongs in how to promote your business without feeling sleazy. The lesson that shaped Boomp was simpler:
Move preparation away from the expert. Keep judgment with the expert.
What building the first version taught me
Boomp did not emerge fully formed. The product got clearer because the early assumptions were tested against real work.
A scheduler is not the whole solution
A calendar helps when content already exists. It does not decide what part of the work deserves attention, extract the useful idea, or resolve the discomfort of turning the self into a subject.
A website is a source, not a complete voice model
A public website can supply services, explanations, vocabulary, proof, process, and visible points of view. It cannot contain every private conversation, undocumented judgment, changing fact, preference, or boundary.
Voice becomes more faithful through sources, corrections, approved and rejected examples, and ongoing judgment—not because software read one URL and now “sounds exactly like you.”
Approval is part of authorship
The person who corrects the meaning, adds the missing qualification, removes a claim, protects a customer, or rejects a direction is shaping the work.
Approval is not friction to eliminate at any cost. It is where accountability and professional judgment enter the system.
Post count is not the business result
Twenty posts can still produce no useful movement. One accurate explanation may help a referral decide, support a sales conversation, or bring the right person to the website.
The real question is not “did content exist?” It is “did useful work become easier to find, and did the right person do something next?”
The rebuilt 101-post experiment shows exactly why an output count, dashboard total, and selected winner are not enough to answer that question.
Social media can promote the business without becoming the business
For a creator or publisher, reach and audience growth may be direct economic outputs.
For a coach, consultant, practice, local service, or product company, social media usually supports something else. It can make expertise inspectable and move people toward a website, preview, inquiry, booking, referral, or purchase.
That changes what the system should optimize.
What I actually built now
Boomp is a website-grounded content preparation and publishing service.
The current first experience is intentionally honest about what one public source can do:
- Enter a public website URL.
- Review up to six talking points Boomp can support from the site before giving an email address.
- Decide whether it noticed something true and useful.
- Use email only if you want to save the first look and continue into post ideas.
- Choose the current paid path if finished-work help fits; new customers begin with manual review.
Those first talking points are not finished posts. They do not prove Boomp knows a person's full voice. They do not supply an interview, private evidence, changing facts, customer permission, professional review, or a guaranteed result.
They answer a smaller and more useful first question:
Does this business already contain valuable material the person inside it no longer notices?
The complete product-category distinction belongs in what makes Boomp different. The complete source method belongs in how to turn a website into social media posts.
The mission now
I still want the independent business to be easier to find than its marketing budget suggests.
I still want the coach with a genuinely useful idea to be visible without turning every part of her life into material.
I still want the accountant, consultant, dentist, shop owner, or service professional to spend more energy doing good work than narrating that they do good work.
But I do not think the answer is to make them disappear from the decision entirely. Their judgment is the reason the work is worth promoting.
The mission is to make the evidence of good work legible—to provide the outside attention, preparation, and continuity—while leaving truth, permission, professional boundaries, and final meaning with the people responsible for the business.
That is why I built Boomp.
Not because I love social media.
Because I hate watching good work remain invisible—and I do not believe becoming a full-time content creator should be the price of being found.
How I will know whether this works
Not by declaring victory because Boomp published a lot of pages or posts.
I want to know whether the right person:
- found this body of work and recognized the problem;
- reached a useful mechanism instead of another demand to perform;
- gave Boomp a public website;
- received a grounded first look;
- chose to save or continue it;
- started a paid first month; and
- reached the review experience with work worth judging.
At low volume, raw counts matter more than dramatic percentages. A good expert becoming a customer is more meaningful than a large pile of empty reach.
See what Boomp notices on your website.
Related: About Boomp · Promote good work without feeling sleazy · Turn your website into social posts · What makes Boomp different
