Bom dia! I’m writing this from Portugal.

As someone who loves to work, I find holidays a little (a lot) jarring. So I’m writing this from my bed. The kids have been on x2 all day and there’s sand in every nook and fanny.

Anyway, enough tmi. In this week's issue…

🧠 Copy Chops → How to play the dopamine games this summer

🧲 Magnetic Marketing → On playing and why you should fuck around

📣 Client Chronicles → My learnings. My loathings.

🌀 The Weird & the Wonderful → A break from the norm, you need to watch this

🕵️‍♀️ Reader of the Week - Want to make friends? Got something cool?

You might have noticed that every fucker’s on holiday. And the one’s that aren’t (that have kids) are ferrying them from holiday club to in-laws to somewhere. And those kid free folk (I’ve actually no idea…Reformer pilates? Kitchen sex?) are busy doing other adult summer stuff.

The point is, when the weather’s nice, people give even less of a shit about that thing you’re promoting. Why? Cause it’s dopamine season baby!

People are outside more, online less

So adjust your copy with dopamine in mind.

Low dopamine? Sell relief. High dopamine? Sell vision.

If you’re into this stuff, listen to this

aand apparently - not read it yet - this is epic too. I might read it when I’m away - Daniel Kahneman – Thinking, Fast and Slow

Here’s something that helped me recently. And, if you’re anything like me (and hopefully you’re not) there are many lives you would like to lead. As such, some weeks you might start 10 things, and perhaps finish 1.

As an optimist and eternal learner, the weight of opportunity can sometimes get heavy. There’s so much to learn and so many things to implement and it can all feel a bit much.

And you know what kills creativity? Pressure.

So my whole ethos lately has been to try things and document what I’m learning. Infact, that’s exactly what this here newsletter is. It’s not serious, it’s play.

It could be awful, actually, it kinda needs to be.

Now this kind of creative carry on is all well and good, but a women needs to eat. So I have a few retained clients that pay the bills and then I…fuck around..

Why am I telling you this? I’m not sure, but stay with me whilst I offer a reframe or two..

If you don’t have a niche, you’re playing.

If you feel out of your depth, you can document.

If you’re trying to build authority, you can show your work.

And if you’re just having fun, cover yourself in jam and roll down a freshly mowed hill.

If you’re playing and tweaking as you go, then I reckon the next best thing will reveal itself.

So go and eff around and tell me what you’re playing with this week.

I write emails for a naturopathic doc. She’s ace. But this week I sent something that did not land. Our CTR’s are typically 20-30%. This one? 0.8%. OUCH. What happened? Audience mismatch. My clients readers are there for their kids, and I threw something out there that was speaking to a pain point for the parent. They were not into it! So there we go. Onwards.

I’ve started working with a creator who coaches a super under-served market. They’d not emailed their list for 8 months. They’ve sent 2 emails and we’re at a 60% open (it’s a 500 person list, so not huge) and we’ve already got 25 signed up for their webinar.

That’s exciting.

This week’s pick isn’t a campaign. It’s a high school student’s film project that’s a masterclass in visual storytelling.

And yeahhh, it’s a few years old, but I’d missed it, so perhaps you did too.

“Nothing, Except Everything” by Wesley Wang is a short film about anxiety, identity, and growing up, and it’s brilliant.

It’s raw, cinematic, and better than half the branded content out there.

And she’s got a banger of a freebie if you’re stuck in the overwhelm spiral:

⚡ Manage the Overwhelm 5 bite-sized, no-fluff emails to get you out of freeze and into action. One tip a day for five days - because you’ve got sh*t to do and no time for paralysis.

👉 Grab it here

Till next time,
Annabelle.

Big Click Energy