Never skip this step

So, here’s the deal:

I’ve had yet another conversation this week with a founder frustrated about their socials. They’d handed everything over to their office assistant (who is amazing at admin but not a marketer), and—shockingly—nothing was working.

I mean, are we surprised?

Here’s the thing no one likes to admit: most small businesses are running their marketing on hope. Hope marketing looks like this:

? Posting random content, hoping it will land

? Relying on referrals and crossing fingers for more

? Delegating your brand to someone without a strategy

The result? Crickets.

And in a world where everyone sounds like a ChatGPT-generated robot (no offense, AI), it’s no wonder there’s no traction.

You need a MF pattern-interupt!

Only copy that is conversational, specific and unique is going to get anyone to read.

Before you even think about outsourcing, you need to take the time to define your message.

Do you use slang or keep it strictly profesh?

What are the core beliefs you want to stand for and against (the more polarising the better).

What’s happening in your world and what can we learn from?

When you nail this concept and create a system around it, everything changes.

Once you’ve got that dialed in:

??You can run with it yourself (with a dialled-in system)

??Or outsource with confidence, knowing it will actually sound like you

Skipping this step is the reason 99% of the people I talk to who “never seem to get traction” are stuck. It just doesn’t work.

Do you want to listen to a literal robot rattle off industry jargon and facts as you scroll through your feed?

So, don’t expect anyone else to either!

In this issue:

• The crucial step needed before delegating your marketing

Think social media is a nice-to-have?

News just in: 1 in 5 US adults gets their news from social media influencers according to report. Let that sink in. Social media isn’t just a platform for sharing cute dog videos or holiday snaps—it’s a primary source of information for millions of people.

If influencers are shaping public opinion at this scale, imagine the potential impact your brand could have if you show up strategically. The game has changed, and the question isn’t whether you should be on social media—it’s how you’re going to make it work for you.

Improve Your Brand in 30 Seconds: Increase watch time on reels

Double down on Reels using trending audios paired with relatable content. Think short, funny, and relatable moments that make people stop scrolling and think “I’m so like that too!” To boost your video performance:

???Add on-screen text like “watch until the end” to encourage full watch time.

???****Keep the text on screen just slightly too fast to read, nudging viewers to rewatch and catch what they missed.

These simple tweaks can turn a good Reel into a great one that drives engagement and visibility.

Top 3 This Week:

?EVENT - Wrap up the year with me!

I am SO excited to be hosting a free live online event to reflect and audit the year that was as well as set the vision for the year to come. If you love planning and reflection as much as I do, this is your chance to dive in with the best practices I live by—designed to align both your personal and business goals.

It’s an open, welcoming space to step back, focus on your business, and set yourself up for success in the new year.

I’d love for you to join me!

??? When: Wednesday, 11 Dec, 3:30–5:00 PM AEST

?? Where: Online

?? Register here

?STAT - 81% of consumers need to trust a brand to make a purchase.

Building trust is non-negotiable—and that starts with showing up authentically online.

?TOOL - Descript

If you’re creating video content, Descript is a game-changer for editing, adding captions, and cutting down production time.