Hey, Reader,

I know you know this, but as I had to remind myself of this recently, I wanted to remind you.

You can go viral, and not get a single client (or sale)

Just like you can have a lot of:

• Followers
• Website visitors
• Discovery calls
• Downloads
• etc

and not see the dial move in your business.

The reason this happens is actually pretty simple

It's that sometimes we (for sure me) can forget that the reason we're creating content, have a website, community, podcast, whatev - is to market our business, and that means there needs to be something that does connect to a sale, client, etc.

[note: I'm going to use content as the example for the rest of this email, but this info applies to whatever your marketing goals are.]

I recently joined a membership for making IG content. I love the creator. She makes IG feel fun again + IG fits into my marketing strategy.

I've been in there for a couple of weeks, and I realized that yes, the ideas/prompts shared will absolutely make my content stronger. Many people even go viral or get impressions way higher than I'm getting.

And while I was putting my spin on the ideas, I realized yesterday, that there really wasn't a strategy behind it.

As in: yes, I was creating content, and yes, it was about The Tune Up. However, there was no rhyme or reason to it. No - here's some warm up content, let's introduce the service, this piece will address objections.

In other words: there was no strategy behind it.

I'm sharing this because:

Forgetting this, is not a fault + getting back on track doesn't have to be a big production

Look, my very soul is a strategist. So when I say it's not a fault or a failure to veer off track, I mean it.

[As I'm writing this Harlow is barking her head off at a bunny, a friend is urgently texting for help ai'ing a headshot, my work and home to do list are off the charts, I need to make sure everything is setup for my dental procedure next week...oh, and I really should go eat some lunch aka protein #iykyk. So if you're life feels anything like this, let's not beat ourselves up, k?]

To get back on track:

• Give yourself 10 minutes
• Step away from the computer
• Try to calm your brain - i.e. ground yourself, turn off the to-do's racing through your mind
• Ask yourself this: what am I trying to achieve with this marketing channel?
• Write it down
• Then ask: what role is my content playing this week?

For me this might be:

I'm using Instagram posts + reels for broader reach (because I'm not in any bundles right now.) My marketing objective is: build awareness of me + and what I do. My content's role is to get more of the 'right' eyes on it.

If the channel was this one, email, it might look like:​
Emails is the channel I use for engagement and sales. Each email has an objective (role) such as education, community building, promoting a service, etc.

The key here is that it doesn't have to be a big multi-day or week production to get back on track. You can reset in minutes 😊

And as always, if you have a question, just hit reply 🤩

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