That Thing: Workshop Series with Sarah Salvatoriello

That Thing: A Self-Promotion Workshop Series

A Workshop Series over four Wednesdays in October for freelancers, consultants, and small business owners (or, really, anyone who has ever gone blank when someone asked what they do). Self-promotion isn't the problem—inauthenticity is. Most creators don't hate marketing;they hate feeling like they're performing. These sessions challenge the expectations for self-promotion and give you practical tools to embolden your efforts to connect. Each night

stands on its own and hands you something finished. Take one or take all four, and they build into a full picture of how your brand should look and sound.

Across the series, you will walk away clear on: your values, your one-liner, a visual direction, and a written brand voice guide. No marketing background required. Bring the work you already do and a willingness to name the part of it you usually leave out.

Instructed by Sarah Salvatoriello ( @sarahsalv), founder of Ampersand & Ampersand (@ampersand.ampersand).

Register separately for each session you'd like to attend.

Session Schedule

Oct 7 — How to Self-Promote Best When Self-Promotion Is the Worst

Oct 14 — How to Introduce Yourself, on Purpose

Oct 21 — How to Make It Look Like You

Oct 28 — How to Sound Like You (Even When a Robot's Typing)

October 7: How to Self-Promote Best When Self-Promotion Is the Worst

You've built something impressive but keep describing it in the safest possible terms. Name the values behind your work — and the one thing about it you keep filing down, which is probably your strongest asset. Leave knowing what you stand for, and why the vague version has been costing you.

October 14 — How to Introduce Yourself, on Purpose

Everyone has a version of the answer to “so what do you do?” that they wish they had giveninstead. Build the sentence you can say without flinching, out loud, in the room, tonight. You leave with a one-liner that fits between the question and the elevator door. Bring a rough

idea of what you do — that's the whole prerequisite

October 21 — How to Make It Look Like You

Your work needs to look like it sounds. Build a mood board that gives you a visual direction to point at — colors, type, texture, feeling — so every design choice you make afterward has a foundation to build from. You leave with a mood board and the vocabulary to explain it toa designer, a printer, or Claude at 1 am.

October 28 — How to Sound Like You (Even When a Robot's Typing)

With so many tools for writing, it’s hard to sound authentically like yourself: your rhythms, your words, the phrases you would never say. Come with a few things you have written — an email, a blog post, a website page — and we work from what's already yours. Leave with a brand voice guide you can use on your own or feed into AI, so the drafts that come back sound like a person, not a robot.

About the Instructor

Sarah Salvatoriello is the founder of Ampersand & Ampersand, a branding studio that helps untapped founders and brands align their vision, voice, and visuals. She spent the first 18+ years of her career building in-house creative teams at global media companies like Condé Nast, Tripadvisor, and The Knot. Sarah has many titles — Creative Director, Brand Strategist, Armchair Psychologist, Mom — and each one supports her holistic approach to creative work, rooted in finding the counterbalance no matter what she's working on. Her blend of cheerful nihilism and compassionate-capitalist business empowerment swings against toxic positivity without sacrificing effectiveness. She seeks out the overlooked, connects the objective to the subjective, and advocates for “real good” over “feel good.”