“What kind of ROI have you gotten for past clients?”

It’s a fair question.

And here’s the honest answer: I’m new to this.

• Not new to writing.

• Not new to shepherding people.

• Not new to building things that matter.

But new to building a writing business.

I launched VeryGoodGhost in early 2025 after a decade in full-time ministry. I’ve always written, taught, and created, but now I do it in a new setting…

…marketing and communication for Christian founders.

And as I began offering my services, I ran headfirst into a dilemma—

One I think a lot of Christian writers, creators, and entrepreneurs feel deep in their bones:

How do I market myself…

...without lying?
...without bloating numbers?
...without stealing credit or faking expertise?

How do I sell my services when I don’t yet have a long list of clients or flashy screenshots?

That’s what we’re talking about today.

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VERY GOOD GHOST

I don’t fake results.

I don’t pretend I’ve done what I haven’t.

I won’t tell you I can do something if I’m not sure I can.

But I will outwork most people. I’ll learn anything. I’ll show up on time, deliver on time, and bring more than what’s asked.

Still…that doesn’t always sell.

So what do you do?

I try to lean on what the world often forgets…

…integrity

That’s the word that’s been rattling around in my head lately.

• Maybe it’s the endless line of creators who’ll say anything for a sale.

• Maybe it’s the AI arms race.

• Maybe it’s the politics.

But as Christian entrepreneurs and creatives, integrity can’t be optional. I actually see it as our advantage. Our secret weapon. The differentiator.

Integrity comes from the Latin integer — wholeness.

And in a scattered, chaotic world, wholeness is radical.

So here’s how I’m protecting mine:

I keep my word.
If I say I’ll do something, I do it. And I do it with excellence.

I tell the truth.
Like Twain said: “If you tell the truth, you don’t have to remember anything.”

I don’t gossip.
As a pastor, I’ve made a life of holding others’ pain in confidence. I don’t leverage others’ experiences for content.

I work hard.
“Work as for the Lord, not for man.” (Colossians 3:23) That verse means more and more to me.

I stay consistent.
The Payton writing this email is the same Payton at home, on Zoom, or in the coffee shop.

Here is something I hope you can use today, if you’re building something, leading people, or writing words that carry weight—

Let integrity be what sets you apart.

• You don’t need to inflate your stats.

• You don’t need to ride the trends.

You just need to do honest work, in public and in private.

MY BEST FINDS

Here are Payton’s Picks for the week. If you find something worth sharing with the rest of the Lab, reply to this email!

🧙‍♂️ Story

• The 109 Rules* of Storytelling by Jeremy Connell-Waite. 8,475 words of pure gold and 💯 FREE. (LinkedIn)

• Will Parker is a senior editor at Penguin Random House. He runs a newsletter on nonfiction publishing. It’s a rad (and helpful) read if that’s you!

📧 Email

• OpenAI quietly released a GPT-4.1 Prompting Guide. It’s THE MOST practical resource on how to use LLMs well. (LinkedIn)

✝️ Faith

• One of the most impactful things I've done this year as a pastor is write a personal letter (complete with envelope and stamp) to every member of our church family. Sometimes basic is the novelty.

👀 ICYMI

• Likely my favorite posts to write on the origin of the word “Pool.” Hint, it has everything to do with throwing rocks at chickens.

🔦 Spotlight

• A new friend of mine (Keith Conley) is doing some amazing things for Christian small businesses. Yesterday, he sent me a startup Christian business continuity guide and a Biblical financial checkup for small businesses. ALL FREE. And I bet if you’d reach out, he’d do the same for you. (LinkedIn)

Before you go, here are 3 ways I can help:

1. Very Good Email Playbook: If you’re tired of writing “meh” emails that get ignored, I’ll show you how to write ones people actually want to read. It’s free, and it’s packed with everything I’ve learned the hard way.

2. VeryGoodGhost Agency: I handle every aspect of content creation, from research and writing to editing and optimization, so you get scary good results.

3. Reply to Book a Free Call: Want to chat about your story, email strategy, or how to do this whole thing without losing your soul? Reply to this email, tell me what you’re working on, and I’ll send over a calendar link.

Keep writing what matters,

— Payton