Ash Ambirge used her knack for words to escape trailer park poverty, and she’s been changing worlds through her writing ever since. Her latest newsletter, Meat and Hair is the latest her constellation of what she calls intellectual property assets, the atomic units of the knowledge economy. Here Ash talks about working is sprints, upward mobility and why automation has a much better ROI than one-off newsletters. This interview is like an MBA in newsletters.
Tell me about Ash. Where are you? Where did you grow up?
As much as I wish I could say Galway, Ireland šā(I was there a couple of years ago when finishing my manuscript for The Middle Finger Project, ha!)āI grew up in a smaaaalllll, tiny little town in rural America. Northeast Pennsylvania, above Scranton, which yes, is definitely home of The Office. Except that was the ābig cityā for me, back then: Iām from a place where I can get any car up an icy dirt road in the dead of winterāand thatās a promise! When I was writing The Middle Finger Project, which is all about my journey to escape my circumstances growing up in a trailer park there, I noted some really interesting things about my hometown that you can only āappreciateā as an adultālike the fact that rifles are literally auctioned off at happy hour, and many adults have never been two and a half hours east to New York City.
Itās a whole other world, and thatās partly why itās become a significant research interest for me today: as a writer who focuses on upward mobility and personal agency among rural communities that do not promote it, itās my job to observe, and ever since the 2016 election, Iāve become fascinated with shared beliefs: how theyāre formed, how they spread, and how they can become a personās truth. In a small town like my hometown, one of those shared beliefs is around ambition and how much of it is acceptable before becoming insulting to the current way of life. So, how does that impact progress? And, more importantly, how does that impact the type of career a person feels comfortable pursuing?
My work is all about mentoring young creatives in rural areas who feel like they have no one to mentor them, so, while I live and travel all over the world as a digital nomad todayāwhen we first spoke, I was in France, and am now in Costa Rica with the worldās funniest Christmas tree wannabe!āI often return to my hometown of Susquehanna County, Pennsylvania to do participant research and further my understanding of the current cultural climate and how I can continue to serve as a bridge.
How did Meat & Hair come about? (What. A. Name!!)
Isnāt that fun? Over the years I discovered that one of the most important tools for achieving upward mobility was communication: the ability to speak with power, and write with persuasion, and use words as a tool. You can get anyone to say āyesā to you if you use the right words. Unfortunately, most people are bad communicatorsāand they suffer because of it. You might have a great idea, but if you canāt convince someone itās a great idea, itās dead in the water. One of the reasons I was able to create opportunity for myself was because I happened to have a knack for language: I developed it as a skill to āhideā our poverty, growing up, because if I didnāt sound like we were poor, you might never guess.
It was a tool for me, in that regard, and helped me gain a lot of academic respect when I was younger. Later, marketing became a natural-fit career for me: I was very, very good at āspinningā a product and making it seem like the best thing in the world, even if it were just a regular old back scratcher, because itās essentially what I had been doing my entire life. I started writing on the internet in 2009 to share my ideas, and because of my irreverent, personality-driven voice, quickly amassed an audience. As the culture of the internet shifted (speaking of cultures!), and personality-filled copy became more de rigeur, I was often called upon to help others develop a voice that was relevant. Thatās when I realized how much of a tool creativity is, paired with communication: a clear message is one thing, but if you do it in a way that also brings delight? You really can have anything you want in this world. So, I started a newsletter for marketers and content creators that specifically teaches you how to write with personality, humor, and wit.
I named it Meat & Hair because for me, that represents āsubstanceā and āstyle,ā and it came from a quote from a literary critic I once read, who commented: āIf you like your prose with meat and hair, youāll love this.ā And I thought: PERFECT.
What else are you working on?
Iām launching a brand-new podcast & Tik Tok channel called āUNINTIMIDATED,ā which is like church for small-town creatives who need a mentor who doesnāt roll their eyes at them when they say they want to be a writer, or an illustrator, or a painter, or a speaker. Thereās always this attitude of āwho are you to do that?ā and I want to be the person out there saying, āyouāre the person to do that!ā
How many subscribers do you have, right now? What have you done to grow the audience? What worked? what didnāt?
My brand new Meat & Hair baby just had its 3,000th subscriber and Iām like a proud little mom, over here! I know thatās not a lotāmost of those subs came from my existing audience at The Middle Finger Project, where I have around 50,000 subscribed to my list since my last scrubābut Iāve now completed the initial testing phase and got some necessary systems in place, including an evergreen version of the newsletterāso Iām juuuuust starting with Google Ads now. Iāve got 4 different ad sets Iām running based on what youāre Googling for: creative writing advice, content writing advice, funny writing advice, best-of funny copy examples. Each ad is tailored for the search intent, and then takes you to a dedicated landing page with matching messaging. So far, Iām seeing click through rates of 7.72%, cost per click of .28 cents, and ad conversion rate of 11.31%.
Iām focusing more on ad strategy with this newsletter because I donāt necessarily want to become known for it and make it a central part of my identity (The Middle Finger Project is my ābrandā), so I havenāt been trying to get on podcasts, per se: Iād like to build a system that converts, and then leverage technology to run the newsletter on autopilot, while contributing a valuable product that helps people find their voice and have fun with their writing again. Oh, and convert like gangbusters, too!
Whatās your big goal for Meat & Hair? How does it fit in with your other projects?
Iām a huge fan of building intellectual property assets that work for YOU. This is the knowledge economy, and I see no reason why you wouldnāt package what you know into a newsletter format, and then you can set it to run on autopilot like I do with some of my projects (I also have one for tourists to Costa Rica thatās evergreen and addresses all of the commonly asked questions, with a cultural twist) or you can run it real-time and create a meaningful career out of your passions. I like to think that my company is really a newsletter publisher publishing across a variety of verticals, because it allows me to do what I loveāwriteāwhile still build valuable assets that contribute ideas in meaningful ways. If I know about it, chances are, Iām creating a newsletter around it!
Iām obsessed with other peoplesā process ā how does your newsletter come together? Whatās your workflow? What tools do you use? Who else is involved?
Iāve experimented with a few different processes over the years, and the one thatās working best for me right now is working in 3-month sprints. So, for 3 months Iāll produce content for Meat & Hair, which allows me to really get into it, focus on it, build it up, and then set it to run on autopilot, while Iāll then turn to The Middle Finger Project and do a 3-month sprint there. This seems like it would be very start and stop, but I view it as āproducing seasons,ā like you might a Netflix show, so once youāve completed Season 1, you need to wait for Season 2 to drop. In the meantime, new subscribers can be nurtured on autopilot with Season 1.
Another reason why I like working this way is because I donāt do well with open-ended projects that feel like they are NEVER DONEāso thatās why I appreciate and build as much evergreen content as I can, working in 3 month blocks of time, and then letting the content do the work for me. I hate the idea of creating content that only gets seen once, and then just fades into the oblivion. Thatās a lot of work for very little ROI, relatively speaking.
What’s your business model for M&H?
For Meat & Hair, I have two upgraded newsletter products: one is a creative writing email course thatāll teach you how to replicate the techniques youāre seeing in the newsletter; the other one is a freelance email course thatāll teach you how to take your newfound creative writing skills and sell the hell out of them. Both are completely built and operate on autopilot, with subscribers being pitched the upgrade as soon as they opt-in, and then again at the 1-month mark, and then again each month, as a part of a greater ecosystem. Right now, Iāve been pleased with sales: right now Iām converting that cold traffic at 11.31% that I referenced earlier, and itās a really nice testament to the power of great copy that delights.
How the hell do you get away with such ballsy writing? And where does it come from?
Ha, sarcasm is a way of life, where I grew up. Banter is an art form, and the perfectly-timed comeback will earn you more respect than a perfectly-ironed shirt. Itās a unique form of cultural capital.
Looks like you have a few other newsletters too? How do you do it all? Is it all *you*?
You know it! I love building things on the internet. I have an assistant who handles the inbox, and a designer I work with every Thursday on visuals (Iām THE WORST), and, of course, support people like bookkeepers and accountants, but other than that, itās me. Iād like to add a social media person on soon so we can repurpose more content and build fasterāI havenāt focused there in the past, since newsletters for me are god, but I need to. I’m on it!
What big idea would you work on if you had unlimited time and money?
This is such a great question! And the answer is: Iām really passionate about small town revitalizations. Thereās an organization called Main Street America that revitalizes older and historic districts, and for a loooooong time, Iāve always wanted to go back to my hometown and renovate it, the way you would a house, but an entire town. Almost as an experiment: what would it take to turn this place around? Over the years, so many buildings have become derelict; thereās not enough money in the local economy to re-invest in the maintenance and upkeep. Even the tennis court in the public square has been busted for a long, long time.
I always fantasize about getting together a team of people with a variety of skills, bringing them to New Milford, Pennsylvania, and then filming a TV show that documents us literally renovating the town from drab to fab: letās bring the market back, let’s get a produce stand, letās get a bistro that sells modern food (you literally canāt find a salad to eat in the whole county; itās truck-stop hot dogs and pizzas), letās get a career center, letās get the old skating rink back for the kids, let’s leverage the abundance of nature and bring tourism to the area with kayaks, and ziplines, and bike trails, and camping, let’s brew beer, let’s build cabins as Airbnbsāletās use entrepreneurship to āmake America great again,ā but make it progressive. Thatās a marketing message that resonated, and I understand why: but unfortunately, no oneās going to make any town great again without leadership. The town needs entrepreneurs who can build, rally, and create excitement about the future. Unfortunately, because of brain drain, the kids who are the most motivated end up leaving for the cities, where they can pursue bigger opportunities. As a result, small towns like these get left behind. And the residents become jaded. And all they see around them is decay. It creates the question: āwhy isnāt there more personal agency?ā And I think that goes back to oneās understanding about the world and how you view yourself relative to authority.
Most people do not view themselves as authorities. They donāt think they have any agency to change much of anything. They feel like victims, whose destinies are up to chance: by the government, by rich people, by the people in charge. But, none of thatās true. Anyone can create change, but they need to first believe that itās possible, and that theyāre qualified to do so. Thatās where my work comes in: showing people that theyāre already qualified to begināthey just have to start. Whether itās a newsletter or a business or a new career, you donāt have to be the most experienced person in the room. You just need to be willing to enter. That’s what I want all of my work to teach: it’s not about newsletters, or creative writing, or middle fingers. It’s about using modern tools to make life better. It’s about marching toward your ideas with a dagger in your hand, despite the people trying to tell you that they’re stupid. No idea is stupid, and in fact, it’s your responsibility to try. Hell, maybe I will have to pitch this TV show after all, eh?