I’m thinking about energy this week.
Time’s a construct, sure - but really, it’s just a unit of energy. And isn’t everything? That spark when you meet a fun new friend as an adult. The dead weight when you drag yourself to the laptop for an evening’s work. Negotiations with small terrorists. When you’re on version five of feedback and you’re like ‘I’m not enjoying this anymore’.
So this week's theme is about preserving energy..
Let’s get into it..
🧠 Copy Chops → How to Write When You Can’t Write
🧲 Magnetic Marketing → You Are The Scarce Asset
📣 Client Chronicles → The Flop, The Deal And The New Partner
🌀 Weird Marketing → Fire Promote the Intern
🧠 Copy Chops → How to Write When You Can’t Write
Some days (most tbh) the white screen reflects an empty brain. Nah mate, we’re not having it. So here’s how I trick myself into inspiration.
Walk. I knowwww. But it works, you know it, I know it. But no podcast or music ok? We’re letting your brain be in that fuzzy bit before it finds the station. Let it fuck around a bit so the ideas have some space to sneak in.
Dump the noise. Bust out some good old pen + paper. Not google docs, not your phone. Remind yourself how to write again and pick up a flipping pen. Scribble down the stuff that’s in your head, rant about them, get the boring admin stuff down.
Talk it out. Book a quick Zoom (teams, whatever works) with a pal in your industry. Rant, riff, joke. And if you’re smart, record it. Half the time you’ll stumble into a better first draft than if you’d stared at the screen. Or you’ll answer your own question when you say things out loud. Bonus: those clips make tasty social posts.
Kitchen dance. I don’t know what you’re into, I don’t know how you dance. But maybe, you just need to cut a rug between coffees. Or pace around pulling blu-tac whilst listening to the cranberries. Whatever you do, shake that etch a sketch clean. Here’s a playlist for inspo.
Fuck the beat, I’ll go acapella (I know, it surprised me too). You’ve had a walk, called a friend, twerked in the kitchen and journaled. And it still won’t come?
It’s time to write something awful. Sometimes the bad idea clears the pipes for the good one.
And if it still doesn’t work, maybe just send an invoice or something. But whatever you do, don’t wait for inspiration. It never works.
🧲 Magnetic Marketing → Pre-Coffee Date Requirements
Ok, so I’m into abundance and being generous.
But you don’t owe everyone a coffee chat/free audit/discovery call.
You can say no, you know?
Sidenote, if you can't, and you have to take bad briefs off bad clients (been there). Put boundaries in place, take their money, do the job and get the hell out.
Anyway, here’s how I define whether to connect with someone when it comes to new projects and partners:
Would this be fun? Do you love their niche? Would you enjoy seeing their wins?
Would they be fun?* Skim their socials. Would you hang out? Any “ew”?
Are they uniquely different? What do they do that’s not a commodity?
What’s important to them? Find it on their site, socials, books, pods, YT.
Market reality. What’s going on in their niche right now? Is it crowded? Cyclical? Feary?
*even if they seem like a bin-fire of a client, if they’re fun, I’ll probably chat to them.
📣 Client Chronicles → It’s Been A Week
This week’s been a mixed bag:
1. The Flop
We launched a creator’s webinar and it was a flop, like full-on bellyflop.
Not because the content was bad., the problem was the mechanism.
A live webinar is a high-energy ask.
It works if you’ve already got a warm audience trained to show up for you. But for a creator with a smaller following, the demand of “be here, at this time, stay live” is often more than the audience can (or wants to) give.
That doesn’t mean webinars don’t work. Far from it. Plenty of people run ads to cold traffic and make evergreen webinar rock — but that’s a different mechanism.
Annnnyway, here’s what this creator did walk away with:
A 50% open rate on a year-old list (audience attention is there)
A recorded webinar that can be clipped into 1,000+ social posts
Reusable landing pages + emails to scale future launches
A Skool community showing what people want more of
If the mechanism doesn’t match your stage, it drains energy for low return — so pick the format that meets your audience where they are and keeps you energised to do it again.
2. The Deal
I walked away from a deal this week. The numbers didn’t stack and the energy felt off. Even if they’d agreed, it would’ve started in deficit — me defending my value, them resenting the terms. Not the best foundation to build on..
3. The Fresh Start
Best part of the week? Reconnecting with a creative partner who covers the gaps I can’t. Instead of burning energy doing it all myself, we get to share it, multiply it, and build something that feels expansive.
Soo if you know of any creators in the fitness space who have a following, and want new eyeballs on their offers, lemme know!
🌀 Weird Marketing → Fire Promote the Intern
I’ve been cackling about this this morning.
Imagine you’re a content creator for a cookie dough brand, you’re fucking around on TikTok (I’m joking, TikTok content is a proper skill) and then you accidentally turn the brands name into your own name.
So now the account’s called Ryan, and you can’t change it for 7 days…
I’d throw my phone into the loo and get a job at Forbouys
SPOILER It went viral and everyone loved it
Oh THE PLAYLIST is looking promising. But we’re gonna need more than 15 songs, so…. Reply and tell me your bangers
Annabelle
