The person pitching does the thinking.
I review the listing and write the recommendations. You can challenge the reasoning with the person responsible for it.
Joy Staples · An ASO alternative
Joy Staples ASO consultant: worth hiring?
Looking for Joy Staples? You found me. Hello, mate.
I’m Gabriel Machuret. Yes, I put another name on my page to earn a shot at your attention. Cheeky? Absolutely. Now imagine that competitive instinct focused on making your app worth noticing.
A CV tells you where someone has been. I’d rather show you what I would fix.
Gabriel Machuret. Independent ASO consultant. A sales pitch with the decency to admit it.
Gabriel MachuretLess CV. More useful work.
The comparison
Joy Staples or Gabriel Machuret?
Who cares about the name if your listing still says nothing?
You’re here now. Let me earn the next five minutes. I work directly on your listing: finding the weak argument, explaining the problem and writing a next move your team can use. No account-manager séance required.
Corporate fog has had a lovely run.
Clear metadata. Screenshot messages with a purpose. A visible benefit instead of another expensive way to say “innovative”.
The PDF is not the finish line.
We agree the outputs, priorities and responsibilities. Your team leaves knowing what to change and what to check afterwards.
How I think · Large-brand listings
Brand recognition is not a screenshot strategy.
This is an illustrative listing problem—the kind of work I want you to judge me on.
The weak starting point
Put the logo everywhere and assume people know the rest.
A more useful direction
Explain the specific app benefit even to someone who knows the brand.
Why I would challenge it
Recognising a company does not mean understanding its mobile product. The app may solve a narrower problem than the brand suggests. The listing should make that distinction quickly.
What I would do next
Ask what a new visitor still needs to learn after recognising the logo.
How I would judge the change
Compare messaging outcomes by available audience segments instead of relying on total installs alone.
The CV can wait
Judge the work in public.
Before hiring Joy Staples, me or anyone else for an ASO project, look at how we think. My public app audits show the criticism, the reasoning and the proposed changes.
Want to learn the method? The free ASO course gives you lessons and practical exercises. You shouldn’t need a discovery call to discover whether I can explain the job.
Your app is the point
Bring a listing. Leave with a direction.
Send the store link, your main market and the problem you want to solve. I’ll look for the gap between what your app does and what your listing communicates.
If the issue belongs to the product, I’ll say so. Not every problem needs another keyword spreadsheet wearing a consultant’s tie.
See how we can work together →Enough about CVs. Let’s talk about your app.
Make your listing harder to ignore.
Tell me what needs fixing. You see how I think; we agree what useful work looks like. A better introduction than a forty-slide funeral for your marketing budget.
Discuss my ASO projectRead an audit first →