Ch. 00Narrative-led content consultancy

One story for your website, your pitch & your team.

Your prospects shouldn't have to guess at what you do. It should be obvious everywhere they meet you, told the same way again and again so it sticks. Without the right hook, no one reads the full book.

See how I work

BeforeThe story lives in six places.

AfterOne story, and everything feeds from it.

Product messaging

Messaging pillars

Org-wide glossary

Homepage

Sales deck

Who this is for

Founder-led and moving fast. You've got a point of view, and it isn't landing on the page.

A marketing team, but no one owns this. Content is going out, and no one senior owns the story.

Either way, if content isn't working, this is where to start.

PrologueStory first

When everyone can build, the story becomes the differentiator.

Anyone can build. Tools are cheap, talent is everywhere, and that idea you had a few days ago can become a reality in minutes.

The same tools that made building easy, have made content easy too. The internet is filling with AI slop: content that is technically fine, but generic and monotone. The human judgment to find the true story, and tell it like a person, is rarer than it's ever been.

Narrative isn't a coat of paint you add once you've scaled. It's the thing that makes growth clear to customers, hires, investors. Get it wrong and there's a cost: prospects who ghost you, discovery calls that never move to the next stage, pitches that don't land at events.

Selling is hard, and selling without a story? It's impossible. That's where we start.

Ch. 01The approach

Know what's broken. Fix it deliberately.

Three things tend to break, sometimes all at once, sometimes one at a time. I work on them in the order that compounds: story first, cadence next, assets last.

Foundational

You spend too much time explaining what you do.

Where to start

Get the story right.

Ongoing

You start strong, and then go quiet for weeks.

What comes next

Show up consistently.

Long-form

You keep making more, and none of it lasts.

What lasts

Build assets that compound.

Ch. 02What I do

3 ways to work together.

Three shapes, depending on what your team already has. Most people start with one and adjust as the work settles.

Narrative-led strategy & direction

You execute. I direct.

Narrative and messaging fixed through direction, not hands-on writing
Website audit and feedback
Social media strategy
Reviews of customer-facing content
Guidance on using AI, and Claude skills built for your voice
Q&A on anything narrative or content

Start here

Narrative-led writing

I write. You publish.

Homepage messaging
Leadership LinkedIn strategy and ghostwriting
Podcast ideation and scripting
Virtual event messaging
Long-form recurring content: newsletters, articles, etc.
Customer stories

Start here

Bring your own package

Whatever the mix, one story.

Any combination of the first two
Scoped against what you're trying to move, not against a rate card

Start here

Every one of them starts with the story. What changes is who holds the pen.

SanjanaFounder

15 yrsSpecializing in content marketing

8 yrsIn B2B SaaS

Ch. 03Why me

The story gets found, and it gets finished.

Plenty of people can write well. What I'm offering is different: someone who's been inside the companies that struggle with this, and knows why they do.

I've done this from the inside, for 15 years.

Across enterprise software, publishing and automotive orgs, I've been the person who owned the story. I've watched a homepage rewrite die in review, and a messaging doc lose out to a launch. The work moves when the right two or three people are aligned. Finding those people is the first thing I do.

I finish.

In most companies, narrative becomes a massive project dependent on too many stakeholders. It gets halfway, something else takes priority, and you end up redoing it two years later. When you hire me, this is the only thing I'm there for. We get to the end, and then we keep it a priority.

I love what I do.

Editing, homepage copy, messaging that speaks to your ICP, using AI so it doesn't flatten your voice: I built those skills over years of doing nothing else. Also, fun fact, I've been writing fiction since I was 12. I'm a self-published author with more drafts in the works. That instinct for story is why I'm good at this.

From the people I've worked for.

From LinkedIn

“When Sanjana joined Pando, no one owned the story. We had a genuinely powerful product and no consistent way of talking about it.

More than any single project, Sanjana became the guardian of our brand story. Across demand generation, social, and the website, she made sure every piece told the same story, again and again, consistently.

If you want someone who can find your story and scale it, it's Sanjana.”

Prakash RamnathSVP, Global Marketing & Alliances, AdrenalinManaged Sanjana at Pando

From LinkedIn

“Sanjana joined SiftHub as employee #11, before we even had a landing page, and helped build our brand from the ground up. Over nearly three years, she shaped our voice, vocabulary, visual identity, and the way we describe what we do.

She is resourceful, unafraid to say ‘I don't know,’ and willing to roll up her sleeves to figure things out. Sanjana would be a valuable partner for any early-stage company building its brand and finding its voice.”

Manisha RaisinghaniFounder & CEO, SiftHubManaged Sanjana at SiftHub

Ch. 04What changes

What should be different in 6 months.

Three things I'd want you to be able to point at. If none of them have moved, the work hasn't landed.

A homepage and a pitch that convert better

People understand what you sell before they leave the website.

Conversations, not just impressions

Your leaders' posts start threads with the people who actually buy.

Less effort on outbound

When you can show customers you know their pain and speak their language, the call gets easier to book.

Ch. 05FAQ

Questions I get on the first call.

Why bring someone in for direction and not the writing?

Because sometimes the writing isn't the problem. Your team can put words on a page. What's missing is someone who decides what the story is, says no to the version that drifts, and keeps everyone telling it the same way. That's a senior job, and it's a few hours a month. You don't need a hire for it. You need someone to own it.

Couldn't I hire someone junior to take up the writing work?

You could, and the words would be fine. What you'd be missing is 15 years of learning what works. I know which LinkedIn posts start threads and which get scrolled past, and why. I know that a homepage headline gets one read before a buyer decides whether to keep going. I've written the customer story that a sales team never used, and figured out what it was missing. A junior writer will learn all of that too, eventually, on your budget and your timeline. Hiring me means you skip the years it takes to learn it.

Will the story stay consistent as we grow?

Only if it's owned collectively, and that's how I work. A story that lives with one person, me included, doesn't scale. So the messaging gets written down where everyone can find it, the words you use and the ones you don't are agreed rather than assumed, and the people who write for you, sales, marketing, leadership, work from the same page. My job over time is to help you keep that page current as the company changes, and to keep everyone telling the same story as it does.

Do you work with companies outside SaaS?

Yes. Telling a story is a skill whatever the product. Most of my recent work is B2B SaaS, but I've also worked in publishing, automotive and fintech, so I pick up an industry's language quickly and get to work.

Do you work with clients in the US, Europe or Australia?

Yes. I work across time zones. I've written for companies selling into all three markets and know how the buyers differ, down to the spelling.

How do you use AI in the work?

Often, but carefully. AI is good at drafts, structure and volume. It's bad at knowing what your story is and at sounding like a person. So the judgement stays with me: what the story is, what's true, what sounds like you. The tools do the parts that don't need a human, and I build them to your voice so the output doesn't drift into slop.

How do you price each engagement?

Against your scope, not a rate card. I'll quote once I understand what you're trying to move.

What's the minimum commitment you look for?

Three months to start: long enough to do real work, short enough to find out whether we're a fit. After that it's month to month, with a month's notice either side. You won't be asked to commit to work you haven't seen the shape of.