Life is a matter of perception.
Facts are facts until presented differently. Same fact, different look.
You can choose how you want to look at life.
Choose being thankful, choose being better.
You can reimagine yourself, write it, change it.
Happy Thanksgiving from snowy Chicago.
In today’s Storyletter:
• Stop chasing numbers you don’t need
• The Business Storyteller – Ep. 04
• Building in Public updates
• Fun stuff – Weekend vibes
THOUGHTS
If you stop chasing the algorithm gods and decide to focus on value, what would that mean for your marketing efforts?
There will always be the new shiny thing.
SEO, PPC, social media, paid ads, video ads, interest media.
Tools are a means to an end, but what happens if we keep pleasing them instead of pleasing our clients?
If we let go of the marketing obsession and focus on numbers that mean nothing, like open rates, likes, or views, could we shift our attention to something else?
Here is what I would propose:
How many people did we help?
Number of existing clients who engaged more than once
People we educated this year
People we helped would be new customers. You probably have a growth target. Revenue, percentage of sales, number of new customers.
What if you said how many people you would like to help? Personalize the number and get the team speaking in a different way.
We would like to help 50 new people this year achieve something meaningful in their company by using our services.
Ten clients could mean millions of dollars, but it feels different when you stop referring to them as numbers and start thinking of them as people who need your help.
Same goals, different approach.
Retention is one of the most overlooked phases in a customer journey.
When we define a new customer journey for retention, based on what the customer bought or needs, when we learn how to talk to them and offer upgrades, services, or discounts at the right time, this becomes a huge opportunity.
Higher upsell, less churn, happier clients who buy more and stay longer.
The only problem is this: do you have a marketing budget for retention?
We are so occupied with getting new leads that our budget is for acquisition, not retention.
And the last point here is simple. Enough with brand awareness. We need to sell or educate.
If you start creating content that helps people, your IMP (ideal marketing persona) win, they will talk about you, share your content, and help you find your ICP all over again.
When brand awareness has no real numbers attached to it, education does.
People should follow you because they like you, support you, and learn from you.
I will do another thought piece about how I look at a diverse content plan, but for now, go out there and teach people.
Watch my latest Business Storyteller Show episode in the YouTube section below to learn more about building the 5 pillar content plan.
What do you think?
Ready to create new goals that help you build a new sales funnel and real brand awareness?
Same same, but different.
Use different goals to achieve more.
Let me know.
Scaling your marketing content starts here
Find your content pillars, map them, and start filming. It will open a whole new content plan for your business in 2026.But please, it is ok to say I do not know, I will try, or maybe I should listen to people who know more.We do not need to be the smartest person in the room.
A lucky break often comes faster with hard work.
Building in Public
Just landed in Chicago for a week.
It is always nice to meet clients face to face and work on scaling their businesses.
It is a chance to discuss ideas over dinner, walk the streets, and meet the teams.
Thanksgiving here, and it is snowing, and I cannot stop thinking about the past 12 months.
I left it all behind, took a bag, and landed in Thailand to reimagine how life could look.
I am grateful for the chance to travel the world, work, and teach, but even more grateful knowing I have reasons to go back.
I used to enjoy long weeks of traveling for speaking. Now I am ready to get the job done and head back.
Work has been interesting. Focused on ideas and projects. My main struggle has been writing, and I am trying to find ways to distract myself from distracting myself so I can get back to writing.
Most of my time has been spent on client work and building new structures for my work.
New processes, new flows. It has been mind-blowing to see how companies can scale faster using these methods.
But I am also mindful that change requires people like you to be open-minded, agile, and ready to get more things wrong than right until you find your path.
With over 20 new short videos, an upgraded studio, and some cool content on the way, I am happy to treat myself as my most important client for 2026.
The website’s home page is ready, but a malfunctioning contact form means I almost missed two new leads.
I really enjoyed the masterclass I gave on Wednesday, and it reminded me how much work we have ahead if we want to help founders tell better stories.
All in all, an eventful week, and I will end by saying this. I am really enjoying using Loveable to create my workflows. I hope I will launch something for my clients soon.
Take care and feel free to ask me anything.
Chill & Enjoy
🎧 Music
This week’s newsletter was created while listening to Lika and some cozy, feel-good grooves.
👉 https://www.youtube.com/watch?v=F_gmtVLoSwE
🎬 The Hunger Games Are Coming Back
The new Legend of Zelda 1989 show is streaming until the movie premieres in 2027.
👉 https://www.youtube.com/watch?v=MPjxijuBuSo
🍿 Al Pacino Is Back
This dark true story caught my attention. What do you think?
👉 https://www.youtube.com/watch?v=aHAwgnJL78Y