The world we live in consists of the words we use to describe it. What a simple thought, right?

This week, I fell pretty badly while running (can’t believe it’s 2025 and we still use shoelaces). The most important thing is that I’m okay—bruised and bleeding, but nothing broken.

The second most important thing is how my brain reacted. It's been almost a year since I started writing down my thoughts, and it’s clearly working. Choosing to look at things proactively and positively feels like my brain has been rewired.

Stuff will always happen; it’s how we react to it that matters. The same goes for your business. Is it tough? Let’s fix it together. Is it good? Let’s make it even better.

Could you do me a favor and forward this email to one person who has a business?

Thanks!

In today's storyletter:

• Customer Journey: How to close more leads

• Building in Public: Dealing with habits

• From the Web: Is productivity just BS?
  

  Let’s go!
  
  

Change this question

The best way to close more deals is to control their journey and write the story for them.

You can make or break your sale with one question.

Your service is great, leads are landing in your funnel, and the automations work, but you still find yourself losing work over pricing.

Your current funnel might be working mechanically but not emotionally.

“How does that seem to you?”

That was the question a client used on their automation message after revealing the prices for the design packages.

The idea is good; show the price and ask a question to keep the conversation going.

But what about keeping the right conversation?

Or making sure you still control the narrative?

And better, what about speaking like your brand should and not like you hope to close the deal no matter what?

Now, this is where it gets tricky.

We often say things during the sales funnel but forget to ask these things

❓ “What is the goal we hope to achieve?”
❓ “What do we want our customers to feel?”

Simple, right?

NO.

We are wired to think about ourselves instead of them. We are in a transaction mode, thinking about closing, the money, getting the deal, and not losing.

Going back to our agency example, I asked the owner:
➡️️“The price you presented, do you think it’s a good price?”
➡️ “Great value, competitive, and high quality?”
➡️ “Do you believe in what you offer?”

F yeah!

So, we went with a new question after presenting the packages and prices.

“These are the prices for our basic packages; once you try our service, you will know you found the right fit. What package would you like to start with’?”

We went from an open-ended question to a multiple-option selection. Easier to choose from.

We went into positive action mode—we are starting.

We deflected from talking or thinking about pricing.

We helped our lead think about how this solution would feel afterward.

Don’t consider whether to take our service; consider how much of our service you would need.

The purpose of the question was to help them make a decision, not to think about pricing or any other reason to doubt their decision.

When asking a question, make sure you help your potential client make an easy decision. In this case they had 3 packages, and we call them starter packages. Why?

👉 3 options to choose from

👉 All of them are starter packages

👉 Choose according to your needs and not the price

👉 If it’s expensive, you can always choose the cheapest starter package

You see what we did there?

We have created a new journey for our new clients. And yes, the closing rate immediately improved. One small change has taken us to X3 on ROAS (return on investment).

If you are currently running ads, review your customer journey.

Make sure to ask the right questions only where necessary, but more than that, know what their response will be before you ask them.

If you have any questions, please reply to this email, and if the questions are good, I’ll reply with a post or maybe even a video.

Building in public

It’s a habit kind of thing

Doing something for a long time turns it into a habit—a streak. Sometimes, it's hard to stop because it feels like falling off the wagon.
But what if it doesn’t serve you anymore? Then what?

I decided to take a week off YouTube to think about the next type of content. I believe I have some ideas, but let’s see how next week goes.

This week has been all about writing again—crazy amounts of writing. On Thursday alone, I wrote over 4,200 words in both Hebrew and English—about life, for the book, for my socials, and especially for my new Business Storyteller Guide post.

I thought it would take just a few days, but it’s been more than two weeks, and I just keep adding, writing, and changing. It’s been so exciting, figuring things out and incorporating these insights into my book draft.

This week also marks a great milestone: three major clients thrilled with their stories and pitches, taglines, or customer journey improvements. I'm excited to see how things go with my next few clients.

This newsletter keeps improving each week, offering actionable topics for founders and managers looking to scale. I’m starting to see the difference clearly between those who've unsubscribed and those who've recently joined.

Next week I’m traveling from Vietnam to Hong Kong for a few speaking engagements, followed by a quick weekend in Bangkok before heading to Israel. Maintaining momentum during this time will be a challenge.

What are some things you’ve stopped doing, and how did that make you feel?
How do you keep yourself motivated?
I'd love to hear from you!

Join me on my journey

Feeling very grateful for this community and this journey. Let’s keep learning, building, and improving together. 💡
My YouTube channel. Subscribe and support.

About Building in Public

Sharing the journey in an open, unfiltered way—the good, the bad, and the behind-the-scenes of scaling my next idea.

Just for Fun

Enjoy these nuggets

🎧 Music:
This week’s newsletter was created while listening to "Road Vibes" by Groove Monkey.
Listen here →

🎬 Video:
I've been following Deya for a long time. She's very cool and has built an amazing channel and business. In this video, she explores whether productivity is a trap.
Watch it here →

📖 Read:
Shout-out to Markus for sharing this with me. If you got stuck in a third-world-country jail, who would you call?
Check it out →