Hello Reader,

This week we hosted another one of our super fun Community Conversations. I love these discussions—there are always questions I hadn't considered previously and it's fun to hear the diverse ways people apply and interpret the information we share. (You can watch the replay here, or listen to it in a podcast player here.)

One of the important points when we talk about marketing tactics—in this case lead magnets to build your sales pipeline/email list—is that it's not like physics. There's no equal and opposite reaction guaranteed (if I'm misunderstanding physics, please bear with me—it was my only C ever in school).

And yet, expecting the force of Action A to create Reaction B is something far too many of us assume will happen. Many of the folks who book strategy calls with me have done just this (no judgment, it's a natural instinct): they've implemented something like a lead magnet or opt in, sent a few emails or even a whole sequence and then... nothing. Ugh, such a bummer, right?

The impulse is to stop because it didn't work instantly (because our silly brains expect a straight line between cause and effect). However, this is where we actually harm ourselves. A marketing tactic should actually be a piece of an entire body of work, moving towards a goal, the results are gradual, often feeling slow and then cumulatively impactful.

I talk about this in the video clip below—I think it's useful framing if you find yourself frustrated that tactics feel like they "didn't work."

Instead of expecting that straight line, use the litmus test (oh no, another science metaphor!) of asking yourself if the tactic you're considering will move you towards your overarching goal. Will it provide fuel for your movement?

Warmly,

Sarah

Do you like these emails? Then you'll probably like working with our team! We are booking for fall, so if you're wanting to talk about your options for working with us this year, reach out now.​