Holiday highlights, ‘cause if you’re here, I’m assuming you’re comfortable with this level of familiarity…

And this week I’m back to it and chiiild am I ready to work. Soooo this week I’ll be - onboarding a new healthcare client and launching a creator’s webinar. So, emails, quizzes, webinar scripts and sales pages for people who’d rather eat sardine eyes than write them.

Anyway! Let’s get into it..

🧠 Copy Chops → Make the first step stupidly easy
🧲 Magnetic Marketing → On caring less
📣 Client Chronicles → Fast Lane vs Scenic Route
🌀 Weird Marketing → A pub in the sky
🕵️‍♀️ Reader of the Week → I want YOU

Sometimes we don’t lose sales because our offer’s bad. We lose them because the first step is ridiculous.

“Book a 60-min call.”
“Fill out this 17-question form.”
“Pay £3k upfront.”

For a cold lead? That’s like asking someone to move in before they’ve finished their chips.

Instead, try a smaller ask:
“Reply YES for details.”
“Click here for the outline.”
“Download the free checklist.”

Little yeses work because they:

So have a look at your CTA and ask yourself if someone could say yes to it without thinking?

If not, shrink the ask. The sale can still end on a call, but it starts with a click, or a two-word reply.

Ok, so bear in mind that I only ever really post on LinkedIn and I have just under 5k followers. My growth on there is slow. But for some reason, just when I think I’m out, they pull me back in..

Here’s what I observe, and what I’m trying…

That whole over-formatted thing is done. Y’know those templates..

[4–6 word hook]
(line break)
(line break)

One short, punchy sentence.
(line break)
(line break)

Another thought, spaced out.
(line break)
(line break)

A slightly longer line, often with a dramatic pause…
(line break)
(line break)

And then a big reveal or lesson.

Now I’m no social media guru. But some of the content on LinkedIn that I see ‘doing best’ feels human, scrappy and fallible.

Like the french girl in your crowd of friends. She’s cool, but she doesn’t really care. And she certainly doesn’t overthink her social media.

So for my posts and emails, I’m going with published > polished.

Fast Lane vs Scenic Route

One of my clients was stuck.
Some people saw one post → booked a call → signed up.
Others needed months (sometimes years) of warming up.

The challenge was trying to make one funnel work for both buyers.

The fix → build two paths:

⚡ Fast lane: “Book a call” links everywhere, so ready buyers don’t have to wait.
🌱 Scenic route: quiz outcomes, freebies, and challenges that build trust slowly.

Our plan, is that nobody (I mean, fewer..) slips through the cracks - fast buyers can jump in, slower ones can take their time.

I’ll report back on the plan when it’s finalised..

🌀 Weird Marketing - A Pub in the Sky

Beavertown built a flying pub.
A skull-shaped hot-air balloon.
Fully carpeted and stocked with crisps.
Yes: serving pints of Neck Oil 2,000 feet in the air.

Because apparently, nearly half of Brits wish they were more spontaneous on Bank Holidays. And nothing screams “fuck it, why not” like a pint-in-the-clouds.

It’s ridiculous (there’s no way I’d get on that) but sometimes the best marketing is a story people love to tell.

Got a fave section? Want me to roast your funnel? Got sardine-related trauma of your own? Tell me stuff.

Till next time,
Annabelle

Big Click Energy