Last year, while working my full-time corporate job, I started building my business on the side.

Thirty clients was my number. If 30 people were willing to pay me, I’d consider my business validated.

Well, I made it to 37.

Then I got laid off.

And instead of being scared, I celebrated.

I didn’t update my résumé. I didn’t start looking for another corporate job. And I’m not going to.

Those 37 clients gave me the proof I needed to go all in on my business.

So this post is a BIG FAT THANK YOU to every single one of you.

To my 37 clients, thank you for trusting me and hiring me while I was still building this business on the side.

And to the thousands of you who follow me, watch my videos, read my posts, subscribe to my emails, buy my programs, and cheer me on, thank you too.

You helped change the trajectory of my career.

I’m officially a full-time business owner and CEO.

And I’m just getting started.

The goal is simple: I help you build a solid lead generation system so you can get clients consistently! 

The design of the membership is set up to work directly with you and help you figure out your client growth pipeline.

We’ll have Q&A calls, I’ll do audits on your work, and will help you out with examples and templates. Plus, you will be part of a community of other entrepreneurs. 

My big goal for you is to create a business that lets you do what you are good at and not worry about running out of clients. It’s difficult to get new clients only from referrals, so I built this system to help with that.

And to sweeten the deal; I’m going to be giving you some epic bonuses when you sign up to get on the waitlist; including…

💸 Be put in a drawing to win a 1:1 consulting call with me ($497 value)

💸 Get a free website course to turn website visitors into clients: Homepage Conversion System

💸 PLUS Get the AI Search course to get your brand showing up in AI searches on ChatGPT, Claude, etc: AI Visibility System

Join the Waitlist

CMOGrowthGuide.com/waitlist

It’s gonna be awesome!

See you inside the waitlist,

Andrea

One of the biggest mistakes I see is people trying to get hundreds of clients before they've earned their first ten. Good news! You don't need a massive audience. You don't need to go viral. And you definitely don't need another complicated funnel.

You need ten people who trust you enough to buy. (Keep reading this even if you have had your first 10 clients, you can still learn something about your system and how to improve it.)

Those first ten clients do more than generate revenue. They give you confidence, testimonials, referrals, and proof that your offer works. Once you have those things, getting the next ten becomes much easier.

If I were starting my business from scratch today, here's exactly what I'd focus on.

1. Get painfully specific about who you help

"I help business owners" isn't a niche. Neither is "I help you lose weight."

The more specific you become, the easier it is for people to recognize themselves in your offer.

Instead of trying to help everyone, choose one audience with one primary problem.

For a weight loss coach for example, that's "women in perimenopause who want to lose 20 pounds without starving themselves."

See how specific that was? The specific win: "lose 20 pounds".

2. Talk to people before you build anything

Most people spend weeks creating offers nobody asked for.

Instead, schedule conversations. Talk to ten people who fit your ideal client profile.

Ask questions like:

• What's your biggest challenge right now?

• What's keeping you from your goal?

• What have you already tried?

• Why didn't it work?

At this point, your job isn't to sell. It's to listen.

Those conversations will tell you exactly what your marketing should say.

3. Be able to explain what you do in one sentence

If people don't understand what you do within a few seconds, they move on.

Try this simple formula: I help [who] achieve [result] without [big frustration].

For example: "I help coaches build a steady stream of clients without bro marketing."

I always say clarity over clever!

4. Sell one solution, not twenty

You don't need an entire ecosystem of products. You need one offer that solves one meaningful problem.

One of the frameworks I teach inside my Impact membership for folks that are a bit newer in their journey is "The Rule of 1's":

• One offer.

• One audience.

• One problem.

• One clear outcome.

• One platform.

• For One year.

It's much easier to improve one offer than manage five mediocre ones.

5. Earn proof before chasing scale

The fastest way to build credibility is to create results for real people.

Early on, that may mean offering a discounted beta program or working closely with a handful of clients. Your goal at this point is not to maximize revenue, but instead your goal is to collect success stories.

Every testimonial, case study, and transformation makes the next sale easier.

6. Become visible consistently

People can't hire someone they've never heard of. That doesn't mean posting five times a day. It means consistently showing up where your ideal clients already spend time.

• Share lessons.

• Answer questions.

• Teach what you know.

• Show your work.

Over time, people begin associating your name with your area of expertise.

That's how trust is built. I've had people tell me "Andrea,, every time I open LinkedIn, there you are". 🔥 This is what I want to happen.

7. Turn your first clients into advocates

Your first clients are worth far more than the money they pay you.

If they get a great result, they'll often introduce you to someone else.

Deliver more value than expected. Follow up after the engagement ends. Ask for feedback. Request a testimonial.

Referrals are one of the easiest ways to grow because trust transfers from one person to another.

BUT don't rely on these, they can dry out. That's why I go deeper when I teach a lead generation system inside my Impact Membership, there are other ways to get clients than just referrals.

Final Thoughts

Everyone wants their first hundred clients, but almost nobody focuses on earning their first ten. That's the better place to start.

Ten happy clients create testimonials.

Testimonials create trust.

Trust creates referrals.

And referrals create momentum.

Build that foundation first.

Everything else becomes much easier.

Talk soon, Andrea

I wanted to give you an example of better copywriting can do. The screenshot below is my own copy for one of my lead magnets. The copy on the left had a 17% conversion rate. The copy on the right improved it to a 50% conversion rate (massive jump!).

All I did was talk more like my ideal customer and less marketing jargon. Plus a header that was more emotional.

PS: This is one of the things I do for my clients. I use my 25 years of corporate marketing experience and do 1:1 consulting on their marketing (including copy) and I have group coaching in Premium Impact where I can audit what you are working on, or help you plan it. Join me so we can work together 🥰

Screenshot of Version A & Version B:

You finally got someone to book a discovery call. They seemed interested. They showed up. And then... it went nowhere.

Maybe they weren’t as warm as you thought. Maybe they asked a ton of questions you had to talk them through from scratch. Maybe they said “let me think about it” and you never heard from them again.

Here’s what probably happened. They got on that call cold, and you spent the whole time doing work that should have happened before they ever hit your calendar link.

There’s a fix for this and it’s called a VSL, a video sales letter, and if you’re a coach, consultant, or service professional who does any kind of sales call, this is the highest-leverage thing you can add to your process right now.

What a VSL actually is

A VSL is a pre-recorded video you send to someone after they book a call but before they show up. Seven to ten minutes. Straight to camera. No fancy production required.

The goal is simple. By the time they get on the phone with you, they already know who you are, understand your approach, have had their main objections handled, and have self-selected in or out. You skip the awkward “so tell me a little about yourself” opener and get straight to the conversation that actually matters.

Done well, a VSL can move your close rate significantly without you changing a single thing about how you run the call itself.

The structure that works

This isn’t just “make a video about your offer.” There’s a specific flow that makes a VSL convert, and here’s how it breaks down.

Intro. Ten seconds. Who you are, who you help, why you’re credible. Not your whole life story. Just enough to establish that they’re in the right place.

Pain and promise. This is where you either win or lose them. Name the specific frustration they’re living in right now, the kind that makes them lean forward and think “how does she know that?” Then tell them clearly what’s possible on the other side. Be specific. Don’t hedge.

Proof. Before you explain your methodology, you earn the right to explain it. Not credentials. Not certifications. Real examples of people like them who got results. Short, specific, believable.

Roadmap. A quick signpost for where the video is going. This keeps people watching because when someone knows what’s coming, they stay. When they’re lost, they leave.

Your unique methodology. This is the meat. Walk them through your framework, your system, your way of solving the problem. Name it if you can because a named system is more memorable and more credible than a list of tips. The goal here isn’t to give everything away. It’s to make them think “ok, this person actually has a real approach and I want to know more.”

Objection handling. This is the most underused part of any sales process and obvi the most valuable. You say out loud the exact thoughts running through their head right now and you answer them before those thoughts talk them out of booking. For each objection: name what they’re thinking, acknowledge why it makes sense, tell them what’s actually true, and give proof. Repeat that for every objection you hear regularly. Three to five is usually enough.

CTA. One action. Low friction. Something small that confirms they watched the video, like texting you a specific word. This tells you who’s actually engaged before the call and gets them taking one small step toward you, which makes the next step way easier.

Testimonials. Everything after the CTA is social proof. Stack it. The person watching is looking for someone who looks like them, started where they are, and got somewhere they want to go. Give them that. Three to five specific ones beat twenty generic ones every time.

How to actually use it

Once you have your VSL recorded, here’s the workflow. Someone books a call through your calendar link and you send them the video. When the call starts, you ask if they watched it. If they say no, you say “no worries, go watch it and I’ll grab a coffee, it’ll save us both a lot of time.” Then you come back and have a completely different conversation than you would have had otherwise.

No complicated tech. No expensive funnel. Just a video that does the warm-up work so you don’t have to.

What goes wrong

Most people who try this either make it too long, too polished, or too vague. They spend twenty minutes explaining their whole life story, they script it so tightly it sounds robotic, or they talk about their offer in such general terms that nothing actually lands.

The best VSLs sound like you’re talking to one person, not performing for a camera. They’re specific enough that the right person feels seen and the wrong person self-selects out. And they’re short enough that people actually finish them.

Imperfect and done beats perfect and sitting in your drafts every single time.

The bottom line

If you’re closing at 25% on discovery calls right now, adding a VSL before the call is realistically the fastest way to push that number higher without overhauling your whole sales process. You’re not changing the call. You’re changing what happens before it, and that changes everything about the conversation you walk into.

Hope this helps,

Andrea

Andrea Palten is a marketing strategist with 25 years of experience helping service professionals build marketing systems that get them clients without the bro-marketing nonsense. She runs Impact Growth Club on Skool, a free community for coaches, consultants, and service pros who are done winging it:

https://www.skool.com/igc/about

Subscribe now

Here’s something I’ve noticed after 25 years in marketing: the people who struggle to get consistent clients are almost never the ones who are bad at what they do. They’re the ones doing everything manually, everything reactively, everything from scratch every single month.

It has everything to do with whether you have a system working for you when you’re not actively hustling for business.

So I created a system. I call it the Client IMPACT System. Here’s how it works:

I: Identify

Identify the ideal client you help and exactly what you do for them.

This sounds obvious. It isn’t.

Most business owners are vague about who they help because they’re afraid of narrowing too much. So they say things like “I help entrepreneurs” or “I work with small businesses” and wonder why their message isn’t landing.

When you can’t clearly name who you help and what specific result you get them, your marketing becomes background noise. The right people scroll right past you because nothing you say feels like it’s for them.

Get specific. Painfully specific. That’s where the clients are.

M: Market

Market yourself with a website and AI visibility that screams legit expert.

Your website is your 24/7 salesperson. If someone lands on it and can’t figure out what you do and who you help within about 10 seconds, they’re gone.

And here’s what most people are missing right now: AI visibility. When your ideal client types a question into ChatGPT or Perplexity, does your name come up? It should. The business owners who figure this out now are going to have a serious advantage over everyone still only thinking about Google.

Your marketing foundation isn’t just about looking good. It’s about being findable by the right people in the right places.

P: Pull

Pull in leads with a system that brings clients to you.

This is where most people are working way too hard. They’re chasing clients, cold pitching, sliding into DMs, and burning out in the process.

A pull system flips that. It’s a combination of content, lead magnets, and email that warms people up before you ever have a sales conversation. Done right, people come to you already knowing who you are, what you do, and why they want to work with you specifically.

Chasing is exhausting. Pulling is a system. Build the system once and it works while you sleep. (And no, I don’t mean that in a bro marketing way. I mean it literally.)

A: Acquire

Acquire paying clients by converting leads into yes.

Getting leads is one thing. Converting them is another.

This is where a lot of people stall. They have people interested but no clear process for moving them from “I’m curious” to “I’m in.” No follow up system, no sales page that does the heavy lifting, no clear next step.

Acquisition isn’t about being pushy. It’s about making it easy for the right person to say yes. Clear offer, clear process, clear outcome. That’s it.

C: Captivate

Captivate your clients so they keep coming back and rave about you.

Your existing clients are your best marketing asset and most people completely ignore this.

A captivated client renews, refers, and leaves you a testimonial you can actually use. A client who gets results but feels like a transaction is gone the moment someone else offers them a slightly better deal.

The experience you deliver during the engagement matters as much as the result. Sometimes more.

T: Track

Track your metrics so you can double down on what’s working.

This is the step everyone skips and then wonders why their marketing feels like guessing.

You don’t need a complicated dashboard or a data analyst. You need to know which lead magnet is bringing in the best leads, which content is driving the most profile visits, which emails are getting replies. That’s it.

When you track the right things, you stop wasting time on what isn’t working and put more energy into what is. Marketing gets a whole lot less exhausting when you have actual data telling you where to focus.

The system works when all six steps work together.

Most people are strong in one or two areas and completely skipping the others. That’s why things feel inconsistent. You can’t Acquire clients you never Pulled in. You can’t Pull leads if nobody can find you in the Market. And none of it matters if you can’t Identify who you’re actually talking to.

The good news is you don’t have to fix everything at once. You just have to know where your gaps are and close them one at a time.

🎁 Now for your surprise.

If you’ve read this far, I have something for you.

You are the first to know, I haven’t even marketed it yet.... Impact Growth Club is my free community for people who want consistent clients without the bro tactics.

Inside the free membership you’ll find:

• The Roadmap to Impact course that walks you through the entire Client IMPACT System step by step.

• Free resources and templates including social media post formulas, a Go-To-Market Strategy template, and more.

• My actual favorite software recommendations, the tools I use and nothing I don’t.

• And the Digital Product Matchmaker, a ChatGPT bot that hands you one clear lead magnet or digital product idea in about five minutes.

• A community of like minded folks.

• And so much more 🎁

JOIN IMPACT GROWTH CLUB

I’ll see you inside.

Andrea

Alright, real talk here.

The #1 reason coaches, consultants, and service providers struggle to land consistent clients has nothing to do with bad content, weak offers, or not posting enough.

It’s that they’re not treating their business like well, a business.

Learning your craft is just the beginning. Whether you’re a coach, a consultant, or any kind of service professional, you still have to learn the business of what you do. Knowing how to get results for clients is not the same as knowing how to attract and sign them.

And most people skip the second part entirely.

The myth that keeps you stuck

A lot of people will tell you that getting clients is a visibility game. Post more. DM more. Show up more. More, more, more...

And sure, visibility matters. I’m not going to pretend it doesn’t. Obvi! Otherwise I wouldn’t be writing this.

But here’s what nobody talks about: visibility without credibility is increasingly a dead end. In a world where AI can produce endless content in seconds, just being seen is not enough anymore. Clients don’t hire based on effort. They hire based on evidence.

There are three types of proof your future clients are quietly looking for before they ever reach out.

Proof of skills

This one seems obvious, but most people get it wrong.

You need to clearly demonstrate that you can do the work. That could be a case study, a sample deliverable, an audit you share publicly, a breakdown of a strategy you’d use. Whatever it is, make it specific and make it visible. I started a YouTube channel a couple of months ago for this reason! (side note, go check it out and be sure to subscriber 😉 - Andrea’s Youtube)

The goal is to answer the question every potential client is asking before they say a word: can this person actually deliver?

Proof of humanity

This is the one people skip, and right now it might be the most important of all.

Clients aren’t just hiring a skill set. They’re hiring a person they’ll have to communicate with, collaborate with, and trust with something they’ve worked hard to build. If they can’t get a real sense of who you are, they’ll choose someone else, even if that person has a weaker track record. (broken record here, but again, that’s why I started that YouTube)

You don’t need to become an influencer or perform some curated version of yourself online. Cringe city! You just need to be present and real. Let your personality show up in your content. Be the person your ideal client feels like they already know before they ever book a call. I promise, I don’t juggle on my YouTube nor am I some crazy actor doing weird stuff. I’m just me. And that’s a-okay!

That familiarity is what builds trust fast.

Proof of process

Once someone is interested, the fastest way to lose them is to fumble the next step.

Having a clear, professional process from the first conversation to the signed agreement signals something money can’t fake: you’ve done this before and you know what you’re doing. Even if you’re newer than you look, a confident and organized onboarding experience tells your future client they’re in good hands.

This is the difference between someone who offers a service and someone who runs a business.

Three systems that change everything

Once you have the three types of proof working for you, they plug into three core systems.

An attraction system, which is how you consistently show up and get discovered by the right people, whether that’s content, referrals, or conversations inside your existing network.

An outreach system, which is how you strategically expand beyond who you already know, without sliding into spammy territory. Good outreach is helpful, personalized, and leads with value. It works even better when the person already has a sense of who you are.

And an onboarding system, which is how you move someone from interested to signed without losing momentum. This is where a lot of people leak clients without realizing it.

When these three systems are running together, landing clients stops feeling like a hustle and starts feeling like a process. One that works whether or not you went viral this week.

The bottom line

You don’t need thousands of followers. You don’t need a complex funnel. You don’t need to be everywhere.

You need a skill people will pay for, a clear way to demonstrate your credibility, and a simple system to attract and sign clients consistently.

That’s it. And when you treat your business like the business it actually is, the clients start coming to you.

Need help with all of this?

No problem, I got you! I can help you in 1:1 conversations or group coaching and consulting. Your choice: https://www.cmogrowthguide.com/consulting

XOXO, Andrea

Most cold emails get ignored. The industry average open rate hovers around 6%. The reply rate? Less than 1%.

But some emails cut through the noise. They get opened. They get read. They get replies from busy folks who delete 99% of what hits their inbox. The difference isn’t luck. It’s approach.

I call the framework “Show Me You Know Me.” And it consistently delivers 40%+ open rates and 20% reply rates. Here’s how it works:

The Problem With Most Cold Emails

Open anyone’s inbox and you’ll see the same subject lines over and over: “Available to talk?” “Can I make an intro?” “Quick question” “Quick introductions”

BORING!

These all have the same problem. They’re generic. They could be sent to anyone. And they secretly whisper, “I want to sell you something.” That’s not personalization. That’s a template with a first name dropped in.

The “Show Me You Know Me” Framework

This approach flips the script. Instead of leading with what YOU want, you lead with proof that you’ve actually done your homework on THEM.

1. The Subject Line

Your subject line has one job: get the email opened. The best subject lines make zero sense to everyone except the person you’re emailing. Here’s an example: “Phi Kappa Psi + Tory Burch Supply Chain”

Random? To you, yes. But to a Chief Logistics Officer at Tory Burch who happened to be in that fraternity, it stops them cold.

A few tips:

• Longer can be better. You don’t have to stick to four words or less.

• Use plus signs to break up different elements. It makes the subject line scannable and creates intrigue.

• Once you find a connection like a fraternity or alumni network, you can use that same hook with other people who share that background. You’re scaling personalization without making it feel mass-produced.

2. The First Sentence

Your subject line plus your first sentence create the preview text. This is what people see before they decide to open. It matters as much as the subject line itself.

Two approaches work well.

The first is a professional opener: “Hi Bill, we have yet to be properly introduced, but I’m [Your Name], and...”

Some people say never introduce yourself first. But when you’ve already shown in your subject line that you know something about them, “we have yet to be properly introduced” implies maybe you SHOULD have been introduced. It creates curiosity.

The second approach is to dive straight into your personalization: “Bill, I saw your recent post about your dog Sprinkles, and...”

Then tie it back to something authentic about yourself. Maybe you have a dog too. The connection needs to be real.

3. The Value Proposition

This is where most cold emails fall apart. Here’s what I see constantly: “Saw you’re hiring. We help CROs with [vague thing]. Want to hear more?” That’s not a value proposition. That’s a marketing tagline pretending to be an email.

A real value proposition does two things. First, it states a specific challenge you can solve for THEM. Not what you do in general. What you can do for their situation. Second, and this is the part most people miss, it addresses the most likely objection before they even say it.

Think about it. What’s the first thing someone says when they want to brush you off? “We already have a vendor for that.” “We’re handling it internally.” “We don’t have budget right now.” Whatever that objection is, address it in the email. Reframe your offer so that objection doesn’t apply.

4. The Close

Here’s what NOT to do: Don’t include a calendar link. It’s presumptuous, and it puts all the work on them. Don’t say “Do you have 15 minutes tomorrow?” Too aggressive. Don’t say “Would Monday at 1pm work?” Too specific. If Monday at 1pm doesn’t work, you’ve given them an easy no.

Instead, try this: “Do you have time over the next week or two to learn more? Let me know what works for you, and I’ll send a calendar invite.”

Simple. Respectful. And it keeps you in control of actually scheduling the meeting.

Subscribe now

The Philosophy Behind It

This whole approach comes down to quality over quantity. You’re not blasting out 500 generic emails hoping something sticks. You’re sending 20 thoughtful emails per week that actually get responses.

After 25 years in marketing, I’ve seen every “hack” out there. What I love about this framework is that it’s not a hack at all. It’s just being a thoughtful human who respects the person you’re reaching out to.

Show people you actually care enough to learn about them before asking for their time. That’s the whole secret.

Want to learn more?

Check out how I can help you with your marketing: https://www.cmogrowthguide.com/consulting

I know. Occupational hazard.

But bear with me, because what I watched on those courts is one of the clearest illustrations I have ever seen of why so many smart, talented consultants, coaches, and founders are exhausted by their marketing and still not getting the clients they want.

Here’s what I noticed.

The players who struggled were not always the least skilled. They were often strong, fast, and technically capable. But their strategy was the same: hit hard and hope it lands.

The players who won were doing something different. They were reading the court. Spotting the open space their opponent left exposed. And placing the ball there with precision.

Not more power. More intention.

Now think about your marketing.

Are you hitting hard and hoping? Posting on every platform, talking to anyone who will listen, creating content about everything you know and hoping the right client stumbles across it?

That approach feels productive. But it’s exhausting. And it rarely attracts the right people.

The open court in your marketing is your ICP. The specific person who needs exactly what you do, who has the budget for it, and who will get real results from working with you.

When you are clear on who that person is, everything changes.

Your content stops trying to speak to everyone and starts speaking to them. Your messaging sharpens. Your offers land. You stop feeling like you have to be everywhere, because you know exactly where to aim.

Precision is not about doing less.

The top players at Indian Wells are not taking it easy out there. They train harder than almost anyone on the planet. But their effort is directed. Every shot has a purpose.

That is the kind of marketing that actually builds a sustainable business. Not louder. Not more. Just more intentional.

You do not need a bigger audience. You do not need to post more. You need to know your open court and start aiming there.

Everything else is just swinging hard and hoping.

Subscribe now

Let me start with a belief that might ruffle a few feathers: LinkedIn doesn’t reward consistency. It rewards clarity.

I’ve spent 25+ years in demand generation, and I see the same pattern over and over again: Smart people post on LinkedIn three to five times a week. They get likes. They get impressions. They even grow followers.

And yet… 👉 No leads 👉 No real conversations 👉 No revenue

So in this newsletter, I want to break down a simple, repeatable way to use LinkedIn to generate leads without having to post multiple times a day and without turning your feed into a sales pitch.

LinkedIn Isn’t Social Media (And That’s the Advantage)

Here’s the mindset shift most people miss: LinkedIn is not an entertainment platform. It’s a commercial one.

People open LinkedIn thinking about:

• growth

• problems

• decisions

• money

That’s very different from Instagram, Facebook or TikTok. Which means the opportunity is huge, because most people are still posting like they’re trying to entertain, not convert.

Stop Posting Randomly. Start Thinking in Funnels. If you want LinkedIn to drive leads, stop thinking in individual posts. Start thinking in content roles.

Every post you publish should do one of three jobs:

1. Authority Content (≈25%)

This answers: Why should I trust you?

This is where you:

• challenge bad advice

• share a strong point of view

• reframe how people think about growth

If no one ever disagrees with you, you’re probably playing it too safe.

2. Value Content (≈55–60%)

This answers: Can you actually help me?

This is where your experience shows up:

• frameworks

• lessons from client work

• things you’ve tested that worked, and even stuff that didn’t

If someone can’t apply what you post, it’s not value content.

3. Relationship Content (≈15–20%)

This answers: Is it worth starting a conversation?

This is where leads are born.

Questions. Prompts. Invitations to engage.

LinkedIn doesn’t convert because of posts. It converts because of conversations.

The 5 Types of Posts That Actually Generate Leads

You don’t need dozens of formats. You need a few that work.

1. The “Unpopular but True” Take

Challenge conventional wisdom.

Example:

“Posting multiple times a day on LinkedIn is one of the fastest ways to burn out and stall growth.”

Strong opinions attract decision-makers because leaders respect independent thinking.

2. Behind-the-Scenes Lessons

Not other peoples theories. Real moments from real work. Client conversations. Mistakes you’ve made. Unexpected outcomes.

Structure it simply:

• what happened

• what you learned

• how others can apply it

If it didn’t cost you time, money, or stress, it probably won’t resonate.

3. Simple, Named Frameworks

Frameworks turn expertise into leverage. Not complicated diagrams, just clear thinking.

These posts get:

• saved

• shared

• remembered

Which is exactly what you want.

4. Industry Insight (With a Point of View)

Don’t just summarize what’s happening.

Explain:

• what most people are missing

• why it matters

• what to do differently

Insight > information. Don’t be scared of giving your real opinion!

5. Conversation Starters

These are intentional, not throwaway posts.

Ask questions that surface:

• confusion

• frustration

• stalled growth

That’s where the best DM conversations begin. And remember, sales are made in the DMs.

A Simple Weekly Posting Rhythm

If you want something practical, start here:

• Monday: Authority or contrarian take

• Wednesday: Value post or framework

• Friday: Industry insight or conversation starter

Three posts per week is plenty, if they’re intentional.

The Metrics That Actually Matter

Likes don’t pay bills. Impressions don’t book calls. Leads & Sales is where it’s at!

Track this instead:

• meaningful DM conversations

• email subscribers

• meetings booked

• opportunities created

I’d rather have 50 right people paying attention than 10,000 random followers scrolling past.

A Quick Reality Check

LinkedIn is not a shortcut.

Expect:

• 3–6 months to build momentum

• 6–12 months for consistent deal flow

This is relationship-building at scale. And that takes time. But the upside? Compounding trust beats chasing trends every time.

Your Turn

If you want to turn LinkedIn into a real lead channel, start small:

👉 Pick one of the five post types above

👉 Publish one post this week

👉 Focus on clarity, not perfection

LinkedIn doesn’t reward noise. It rewards relevance!

If this was helpful, subscribe to the newsletter, I’ll keep breaking down practical ways to turn attention into pipeline, without the fluff.

And if you want tools that help you convert traffic into leads, you’ll find my resources linked below:

👉 Consulting & Coaching Program: https://www.cmogrowthguide.com/impact

👉 Audits, 1:1, Courses: https://www.cmogrowthguide.com/grow

👉 FREE - 5-Part Funnel Audit to see where you are leaking clients: https://www.cmogrowthguide.com/funnel

👉 FREE - Marketing tips straight to your inbox: https://www.cmogrowthguide.com/newsletter

👉 FREE - Digital Product Idea Bot: https://www.cmogrowthguide.com/bot

— Andrea, CMO Growth Guide

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I see this all the time.

Service providers posting consistently. Showing up on LinkedIn, Instagram, YouTube. Creating valuable content.

And yet... crickets.

The DMs aren’t coming. The calendar stays empty. And burnout is creeping in.

Sound familiar?

After 25 years in marketing, working with brands like Ogilvy, Transamerica, and now as VP of Marketing at Techstars, I can tell you this:

Your offer probably isn’t the problem.

The problem is that most service providers are creating what I call “provider-centric content.”

Content that’s all about YOU: → Your process → Your framework
→ Your methodology → Your credentials

But here’s what your ideal clients actually care about: Their problems. Their stress. Their 2am worries.

Not your 5-step system.

The shift that changes everything:

Instead of talking like a marketer, talk like your client talks.

Sarah, the 35-year-old life coach, isn’t lying awake thinking about “sales funnels” and “lead magnets.”

She’s thinking: “Why can’t I get clients? What’s wrong with what I’m selling?”

That’s the language your content needs to speak.

In this week’s video, I break down these critical shifts that turn your content from something people scroll past into something that fills your calendar:

1. Talk like your client (not like a marketing textbook)

2. The Whole Foods Principle (give value first, sell second)

3. Sell the destination, not the airplane (outcomes over process)

These aren’t theory—this is what works both at Techstars and in my own business helping online entrepreneurs scale.

Watch the full breakdown here

If you’re tired of creating content that goes nowhere, this 10-minute video might be the most valuable thing you watch this week.

What’s your biggest content struggle right now? Drop a comment—I read and respond to every one.

About this newsletter: I share marketing strategies that actually work for service providers and online business owners. No bro marketing. Just 25 years of corporate experience translated for entrepreneurs.

Hit subscribe if you want more straight talk about what really moves the needle in your business.

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So many gurus are out there selling “how to make a faceless business” for new solopreneurs and to be honest, hearing that makes me cringe.

People promising big income, passive revenue streams, and “money while you sleep” without ever showing your face on camera.

And sure, it sounds appealing.
No makeup. No lights. No endless recording and rerecording. No worrying about how you look on video.

I had two of my students ask me yesterday if that’s a route they should take. One of them is a life coach and one is a therapist.

I told them that yes, they can make money with a faceless business. But you’re choosing the harder path. And you need to know that before you dive in. And no, I do not recommend it … however …

Faceless doesn’t mean impossible. It means uphill.

When you take your face out of your content, you’re also removing the fastest shortcut to trust.
Humans trust humans. Eye contact. Expressions. Body language. All the stuff you use instinctively every day.

Without that, your content has to do the heavy lifting.
And I mean all of it.

If you want to grow without showing your face, here’s what actually works.

1. Teach step by step. Tutorials are your face.
Screen recordings, walkthroughs, over-the-shoulder breakdowns.
Show the process clearly. No filler.
When people can’t see you, they need to instantly see value.

2. Study people who’ve done it well.
Think Dan Koe. Think Justin Welsh.
Their faces show up sometimes, but their brands don’t depend on being on camera.
They built trust through strong writing, strong perspectives, and simple frameworks.
Learn the pattern, not the aesthetics.

3. Lean heavily on written content.
If you’re faceless, video becomes more work than reward.
The written word becomes your engine.
LinkedIn newsletters. Here on Substack. Blogs. Long-form posts with clarity and authority.
Writing builds trust when your face isn’t in the room.

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4. Publish a point of view, not just information.
Faceless creators often hide behind “tips.” That’s not enough.
Information without a face feels like a bot wrote it.
Share opinions. Patterns you’re seeing. Lessons learned.
Your perspective beco

mes the personality of your brand.

5. Build frameworks people can remember.
If your face isn’t memorable, your systems need to be.
A model, a methodology, a checklist.
Something people reference and repeat.

6. Use consistency as your trust builder.
Faceless brands grow slower at first.
The only way through is staying relentlessly consistent.
Same tone. Same cadence. Same quality bar.
Your consistency becomes your credibility.

7. Let people hear you, even if they can’t see you.
A simple voiceover. A story. A lesson.
Your voice creates the connection your face would normally spark.
You don’t need to be perfect. You just need to sound like a real human.

Here’s the bottom line.

You can absolutely build a profitable business without showing your face.
But don’t romanticize it. Don’t expect shortcuts.
Your content has to work double as hard to create trust.
Sharper ideas. Clearer writing. Stronger teaching. More consistency.

If you want the easier, faster path?
Use your face.
You’ll build trust in half the time.

If you’re committed to the faceless route?
You can make it work, as long as you’re willing to do the work.

Either way, the business is still yours to build.

Want more in depth insights to grow your solopreneur business? Sign up for more news here: https://www.cmogrowthguide.com/newsletter

Every December, the internet rolls out the crystal balls. I don’t have one. I just pay attention.

What’s coming in 2026 is obvious if you look at the data, the platforms, the consumer behavior, and the behind-the-scenes ecosystem shifts most creators ignore. Here’s what I see coming next year.

1. Meta didn’t die. It recalibrated.

Love Zuckerberg or not, he’s here to stay.

The last couple of years were a slog on Instagram and Facebook. Slower reach. Stale content loops. A sense that growth was capped unless you already had momentum.

That chapter’s done.

The algorithm overhaul breathed real oxygen back into both platforms, and creators & small business owners who weren’t being rewarded before are suddenly getting traction again. When Meta stabilizes, the rest of the market adjusts. They’re still the biggest attention engine on the planet.

Whether we like that or not is irrelevant.

2. TikTok is still strong, but the ground feels shaky.

The layoffs, the inconsistent enforcement issues, the creator violations popping out of nowhere, the early signs of slowed user expansion… it all adds up to one conclusion.

Use TikTok. Don’t depend on TikTok.

It’s still a growth driver, but the platform feels unpredictable. No business should build its entire revenue forecast on an unstable foundation.

I’m still on it because I love it for personal scrolling, but I’m not relying on it on for my business.

3. AI content volume is about to explode.

Everyone thinks we’ve already hit peak AI. Not even close.

The real wave hasn’t arrived. We’re heading into a two-year window where AI tools make video creation nearly frictionless, which means your feeds will be packed with more content than ever before.

AI isn’t replacing creators. It’s cranking up their output. Ten creators now equal one hundred. One hundred turn into one thousand.

It’s about to get loud.

4. And because of that, real content is about to win big.

Not platform-favored. Human-favored.

Younger audiences already spot AI instantly. They swipe the second something feels manufactured. That instinct will only get stronger.

Anything that feels too polished, too perfect, too algorithmically engineered… gets tossed aside.

Your advantage in 2026 is the thing everyone tries to hide: your real voice, your real face, your real perspective.

I’ve been doing reels on my Instagram (groan!). Yep, me on camera. It isn’t always pretty but hey, I’m trying.

5. Buyers are slowing down unless you show proof early.

We’re in a trust correction.

People are tired of claims. They want evidence.

If you can’t show receipts in the form of reviews, testimonials, case studies, screenshots, wins, micro-results… you’re going to feel friction at every price point.

Proof isn’t optional anymore. It’s the new currency.

I even added an entire webpage on my site called Testimonials, check it out if you want to see an example: https://www.cmogrowthguide.com/testimonials

6. YouTube is on the edge of a rebound.

This is part instinct, part industry whispers.

YouTube has always been pretty steady but hasn’t stolen daily attention the way Meta has. I think that shifts in 2026. One or two major product changes and creators will pour back into long-form with force.

No guarantees, but my read is that YouTube gets interesting again next year.

This is why I started my YouTube channel, if you haven’t seen my latest video, check it out: “The 7 Steps You Must Follow to Grow Your Business in 2026”

7. Long-form content becomes the trust anchor.

Short form will always matter. It’s your net. Especially when you are doing posts on the various social platforms.

But long-form becomes the place your audience evaluates whether you’re worth listening to. Podcasts, deeper YouTube videos, in-depth blogs, structured frameworks. LinkedIn newsletters like this one (I’m also testing out Substack). People want depth again.

AI noise is pushing them there.

8. Three platforms are handing out reach quietly: Pinterest, Threads, LinkedIn.

Not because creators are suddenly obsessed with them. But because the algorithms are wide open.

If you simply repurpose content over to these platforms, you’ll see traction. The opportunity window won’t stay open forever.

Personal note here, I still am not playing on Pinterest. For some reason I can’t get into it. If you are a business owner and marketing there, drop a link so I can learn from you :)

9. Empty content gets ignored.

Audiences can now tell when a video says everything and means nothing. It’s happening across TikTok, Reels, Shorts, everywhere.

People want actual steps. Real takeaways. Frameworks they can execute this afternoon.

The algorithms haven’t fully evolved to reward this yet. Humans have.

Watch your saves and shares. Those metrics will tell you everything.

10. Batched content becomes non-negotiable.

If your marketing depends on inspiration, your growth will stall. If your content is batched, systemized, and scheduled, you stay consistent even when you’re tired, busy, or uninspired.

2026 favors the marketers who operate like publishers.

11. If you haven’t been in your comments in years, you’ll feel lost.

Creators who outsourced all community engagement won’t know how to reconnect. And 2026 rewards the people who actually understand their audience’s day-to-day questions, frustrations, and desires.

You can’t fake that.

12. Your old content still has value, but not in its current form.

If you’ve been creating for years, you’re sitting on an archive that still works. But it needs a 2026 refresh: updated stories, new examples, modern framing.

Your best ideas aren’t gone. They just need new packaging.

I repurpose everything. You may see a version of this LinkedIn newsletter on my YouTube, Substack, or my personal email list newsletter...

13. The mid-tier offer continues to shrink.

Consumers are clustering around two choices: low-risk “quick wins” or premium “solve it for me” transformations.

Mid-price products get squeezed unless they offer disproportionate value.

This is a behavior shift, not a trend.

I have quick wins courses and workshops that start at $47 and then I have higher end consulting engagements that range between $497 - $3,000 a pop.

14. Micro-continuity still works, but only if it saves time or money instantly.

Low monthly memberships or subscription-style offers only stick if the perceived savings crush the price.

Small fee, big payoff. Anything else will churn.

I’ve been thinking about restarting my “Impact” Membership for that reason.

15. Nuance makes a comeback.

Hot takes will still go viral. Lazy simplification will not.

Creators who can hold complexity, explain it clearly, and still give actionable guidance will earn long-term trust.

People are tired of being talked down to.

Bonus Signals Under the Surface

16. Comment-trigger funnels are losing their shine.

Audiences aren’t as excited to comment for a freebie anymore. The novelty has worn off. The strategy can still work but not at the scale we saw in 2023 and 2024.

I can’t help it though, I still got free resources. Mostly because I love getting freebies :) so I continue to give them as well. Check out my free resources here: https://www.cmogrowthguide.com/resources

17. Written storytelling is about to surge.

Carousels. Long captions. Narrative posts. Teach-as-you-tell content.

This is where depth meets speed. It’s where people can slow down without committing to a 20-minute video if they don’t want to in that moment.

Expect a real shift here.

...........................................................

The Bottom Line

2026 rewards marketers and small business owners who think long term, operate with clarity, show their work, and stay human in a world drowning in AI content.

These are the shifts I’m already building into my courses and client strategies for next year. If you apply even a handful of them, you’ll stay ahead of the curve while everyone else is scrambling.

Here’s to a smarter, calmer, more strategic 2026.

If you want the next issue delivered straight to your inbox, hit subscribe.

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I helped a coaching company where I increased our sales leads by over 400% using Accounts Based Marketing. I did have a budget and used an expensive tool.

But can solopreneurs and startups with no to low budgets do the same and be successful? That’s the question I got at my recent workshop, I got asked this:

“Andrea, how can we do ABM if we don’t have tools, a team, or a big ad budget?”

Yep, totally doable. I’ve helped multiple clients with ZERO (yes, nilch, zip, none) create accounts based marketing campaigns to get in leads and sales.

First, quick reminder of what ABM is

Account-Based Marketing (ABM) flips the traditional funnel on its head. Instead of trying to reach thousands of people and hoping a few are a fit, you start with a focused list of specific accounts you actually want as clients. Then you build personalized marketing and outreach around them, their goals, challenges, and needs.

Most people think ABM is a corporate thing, that it requires Salesforce integrations, $50K platforms, and a small army of sales people.

But the core of Account-Based Marketing isn’t tech. It’s focus. It’s about knowing exactly who you want to work with and building relationships intentionally.

If you’re a solopreneur, consultant, or small startup, here’s how to do ABM with nothing more than time, research, and a spreadsheet.

Step 1: Define Your Ideal Customer and Create Your “Dream 100”

You can’t target what you can’t define.

Start with your Ideal Customer Profile (ICP):

• What industry are they in?

• What size are they?

• What problem do you solve for them?

Now build a Dream 100 list, the top 100 companies or clients you’d love to work with.

Step 2: Research Each Account Like You Mean It

Here’s where most people stop, they make a list and immediately start pitching. That’s not ABM.

ABM starts with research. Before you reach out, know what’s happening inside that company.

Look at:

• Their LinkedIn activity

• Press releases or funding news

• Job postings (these tell you priorities)

• Interviews or podcast appearances

You’ll quickly spot signals like hiring, launching, struggling with something that tell you what they care about right now.

This is the difference between saying,

“We help companies like yours grow,” and saying, “I saw you’re expanding your coaching team, here’s a quick framework to generate consistent leads while scaling.”

That second one lands.

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Step 3: Personalize Your Outreach and Content

This is where the $0 strategy shines.

You don’t need a content team. You just need to create things that speak directly to your Dream 100.

Ideas:

• Write a post about a specific challenge they’re facing.

• Record a quick Loom video explaining one solution idea.

• Share a one-page client story that mirrors their situation.

• My go to: Build a special landing page that is co-branded with that companies logo and how you help them with their solution (hint: you can duplicate the page, change out a couple of sentences and logo for other companies you are targeting)

When you DM or email them, make it sound human, not like a template. Reference something real from their business.

Example:

“I noticed you’re testing workshops, I help founders turn one-time workshops into client acquisition funnels. Want me to send a 2-minute walkthrough?”

Step 4: Show Up Consistently Across Channels

As a small team or solopreneur, you don’t have the luxury of running multiple campaigns. But you do have control over consistency.

Pick two or three channels you can realistically manage, example for one of my recent clients I consulted:

• LinkedIn (posts + comments)

• Email

• One piece of anchor content (podcast, newsletter, video)

Engage where your targets already are. Comment thoughtfully, respond to their updates, and build visibility before you ever pitch.

Step 5: Track, Measure, and Refine

Even a scrappy strategy needs a system. And if you know me by now, I love my systems. They make my 10 hours a week business grow faster without the pain and the hustle.

Use your spreadsheet like a CRM. Add columns for:

• Outreach date

• Response

• Follow-up date

• Notes

Every few weeks, review what’s working:

• Which outreach messages got replies?

• Which companies are engaging with your content?

• Which targets weren’t a fit after all?

Drop what doesn’t work. Do more of what does.

Why This Works (Even Without Money)

ABM works because it’s specific.

When you treat 100 potential clients like 100 humans, not 10,000 leads, your results change fast.

You’ll write better outreach. You’ll build warmer relationships. And you’ll win clients that actually fit your business.

The best part? You don’t need software or a sales team. You just need curiosity, focus, and follow-through.

If you’re trying this approach, let me know how it goes, I’m always curious to see how founders and small teams apply ABM in the real world.

And if you need help with this, book a quick consulting call with me: https://www.cmogrowthguide.com/consult

You got this,

Andrea

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We live in a golden age of coaching.
You can find a coach for anything, mindset, messaging, sales, scaling, systems.

And that’s a beautiful thing… until it isn’t.

Because too often, I see brilliant entrepreneurs collecting coaches the way some people collect sneakers, searching for the one that will finally “fit.”

But the truth is, most of them don’t need another coach.
They need a system.

(I love my coaches, I have some myself, but they are here to fill a need and not for me to waste my time and just learn, learn, learn. I’ll tell you what I mean next.)

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The Illusion of “More Help”

Every time your business stalls, you think, “Maybe I just need more help.”
But help without structure just creates noise.

Coach A says, “Raise your frequency.”
Coach B says, “Post every day.”
Coach C says, “Get on more sales calls.”

Each one might be right, but none of them are talking to each other.

And you’re left feeling like a mechanic trying to assemble five different car manuals at once.

By the time people come to me for help, they have heard contradicting advice so they either do NONE or they do ALL OF IT. A good way to get burned out.

The System That Replaces 5 Coaches

After 25 years in marketing and demand generation, I’ve learned this:
Growth becomes simple when you connect your efforts into one loop.

I call it the Client Growth Flywheel.

It’s built on four gears that keep turning together:

1. Positioning: Clarity on who you serve and what transformation you create.

2. Visibility: Content that amplifies that clarity and builds trust.

3. Conversion: A clear path that turns interest into investment.

4. Retention: Systems that turn happy clients into repeat business.

That’s it.
No more disconnected strategies.
Just a system that compounds.

A Story: From Chaos to Clarity

Sarah came to me overwhelmed. Five coaches, a ton of competing courses, zero momentum. She was just learning, learning, learning, she wasn’t actually doing.

We stripped everything back.
Clarified her positioning, simplified her offer, and created a content rhythm tied to her funnel.

Six weeks later? Five new clients.
Not because she learned something new but because everything finally connected.

The Bottom Line

You don’t need a ton of different coaches.
You need one system that integrates everything you already know and makes it work together.

And if you want to start building your system today, grab one of my free guides:

• What a Homepage Needs

• 10 Fixes to Make Your Website AI-Visible

• How to Create a Lead Magnet

Because clarity doesn’t come from more opinions it comes from one system that actually works.

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When Giorgio Armani passed away at 91 on Thursday, he left behind one of the strongest privately held brands in fashion. Billions in revenue, billions more in valuation, and most importantly, a legacy that never lost its identity.

Here are three lessons from Armani’s playbook that any business can apply:

1. Scarcity Creates Desire

Armani never sold out to the big fashion groups. He kept control and kept his products selective. You couldn’t just find Armani anywhere, and that exclusivity is exactly why people chased it.

YOU: For you, that means stop making yourself too available. Instead of endless discounts or trying to serve everyone, create limited editions, cap how many clients you’ll take, or run invite-only offers. People want what feels special.

EXAMPLE: I did some consulting for an ecommerce brand and when I came in they had so many sales that no one bought the regular prices again. They had two choices: do less sales less often or increase the prices so it would be ok that only people buy at sales. We decided to do less sales, the first six months were rough. But then people were buying items at the full price again and within a year, sales were up.

2. Grow but Don't Water Yourself Down

Armani expanded into hotels, fragrances, furniture, and beauty. The reason it worked? Every single thing still felt like Armani. He didn’t hand off the vision. He made sure the brand was consistent everywhere.

YOU: That’s your reminder to expand only in ways that feel natural. A coach might add workshops. A soap maker might start making candles. A strategist might roll out a group program. Keep the same tone, look, and feel so people instantly know it’s you.

EXAMPLE: This one is a difficult one for me, not going to lie, I want to do all the things for all the people. But I'm trying hard to stick with my target audience: startups and stay close to my teaching niche whether I'm helping you launch your business or helping you scale your startup, I teach with system and marketing & sales strategies that work.

3. Become Part of the Story

Armani didn’t blow up from billboards. His big break came when Richard Gere wore Armani in the movie American Gigolo. That put his designs into a story people were already emotionally connected to.

YOU: You can do the same thing on a smaller scale. Get your product featured in content people are already watching or listening to. Partner with creators. Share case studies that show your customers as the heroes, with you as the sidekick. When your product shows up in someone else’s story, it sticks.

Example: I speak in memberships, workshops, on podcasts and I'm in the conversation. I give plenty of value with free marketing tips when I'm speaking so people are naturally more likely to sign up to my newsletter on my website (it has more than these LinkedIn once so you want to make sure you sign up!) or visit the site to see how I can help them.

Armani-Inspired Next Steps

Keep some things scarce. Expand with intention. Get your product into stories that matter.

Armani proved that brands don’t need hype to last. They need consistency, curation, and smart storytelling.

Thanks for stopping by,

Andrea

Founder of CMO Growth Guide

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A marketing director asked ChatGPT to compare their product against a competitor. Instead of showing a fair breakdown, ChatGPT repeated the competitor’s biased comparison page, false claims and all. To make it worse, it skipped over the strengths the director’s company was known for.

That’s the new reality in 2025. Buyers aren’t just Googling anymore. They’re asking ChatGPT, Perplexity, or Claude to do their research for them. And if an AI gives the wrong answer? You lose the customer before they ever hit your website.

Why this happens

Most founders assume their SEO work is enough. It’s not.
Here’s what typically goes wrong:

• No structured data (schema, JSON-LD)

• No llms.txt file guiding LLMs to your official content

• No clear product comparison page, leaving biased competitor pages to fill the gap

• Forums like Reddit or Quora spreading misinformation

• Weak authority signals, few press mentions or backlinks

You optimized for humans. But now you also need to optimize for machines.

What to do if ChatGPT gets you wrong

1. Give feedback inside the AI
   Use the thumbs-down or correction option. Be precise:
   “This feature is incorrectly attributed to [Competitor]. Our product has offered [Correct Feature] since [Year].”

2. Publish a structured correction
   Create a page that spells out your differentiators. Use schema markup so machines can’t miss it.

3. Write your own comparison page
   Don’t let competitors control the narrative. Publish fact-based, machine-readable content.

4. Monitor public forums
   Check Reddit, Quora, and industry boards. Correct misinformation and encourage customers to share their experiences.

5. Add an llms.txt file
   Think of it as a sitemap for AI, pointing models toward your best content.

Long-term: GEO is the new SEO

This isn’t a one-and-done fix. Just like SEO, GEO (Generative Engine Optimization) needs constant upkeep. Every time your product or pricing changes, your structured data has to reflect it.

The companies that win in 2025 won’t just rank on Google. They’ll be the ones AI tools quote, cite, and recommend, right in the middle of buying conversations.

A challenge for you

Ask ChatGPT or Perplexity to describe your product today.
Then ask how you compare to a competitor.

If the answers aren’t accurate or worse, if they lean toward your competitor, you’ve got work to do.

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And if you are new to all this, check out The AI (GEO) Visibility Course at www.cmogrowthguide.com/ai

Crocs just made a bold move: they didn’t hire one new marketing leader, they hired two.

Carly Gomez (ex-Fabletics, Vans) is stepping in as CMO for Crocs, while Amondo Redmond (ex-Foot Locker) will lead Heydude. Both report to Terence Reilly, who was recently elevated to chief brand officer across both businesses.

Why the shake-up? Because Crocs knows one hard truth: when growth slows, performance ads won’t save you. Only brand heat will.

Crocs’ Dilemma: One Brand Up, One Brand Down

• Crocs core brand: revenue up 5% in Q2, cult following still strong.

• Heydude: revenue down 3.9%, wholesale business down double digits.

Even with campaigns featuring Gen Z darlings like Sydney Sweeney, Heydude hasn’t been able to punch through.

So leadership doubled down on creative strategy and global storytelling. The bet is clear: if they can level up upper-funnel attention and social-first brand play, Heydude can get back in the game.

Lesson 1: Performance Marketing Can’t Carry You Forever

Heydude leaned heavily on lower-funnel performance spend, and stalled. Crocs’ response was to reallocate toward brand storytelling and awareness.

For founders, here’s the gut check:

• If your marketing is 90% ads, you’re vulnerable.

• Brand awareness is oxygen. Without it, performance tactics eventually suffocate.

Lesson 2: One Marketer Can’t Do It All

Crocs didn’t pile more responsibility on one CMO. They split the roles: one CMO per brand, plus a chief brand officer to align the bigger story.

Startups don’t have that luxury. But the takeaway is still important: don’t expect your first marketing hire (or your freelancer) to be strategist, copywriter, social guru, demand gen lead, and PR voice all at once.

Define the role you need most right now, and fill that first.

Lesson 3: Heat Lives in Social Commerce

Crocs is the No. 1 footwear brand on TikTok Shop in the U.S. They’re leaning hard into live shopping, global marketplaces, and social-first storytelling.

That’s not a fad, it’s where consumer attention (and transactions) are shifting.

If you’re not experimenting with TikTok Shop, Instagram drops, or live video, you’re leaving growth on the table.

Founder Takeaway

Brand heat is what makes customers care before they click. It’s what turns a clog into a global cult product and what might save Heydude from fading into the background.

Ask yourself today:

• Where am I investing in brand awareness, not just leads?

• Am I overloading one marketer or spreading my needs across clear roles?

• Am I meeting buyers where they actually shop and hang out or am I still stuck in old channels?

If Crocs is willing to restructure its leadership and shift millions into top-of-funnel storytelling, maybe it’s time you rethink where your growth is really coming from too.

Get more marketing news and founder advice at:

https://www.cmogrowthguide.com/newsletter

Right now, AI search is where Google was in 2001.
Wide open. Low competition. Big upside for the brands that get in early.

Over the next year, more businesses will optimize for it and those top recommendation spots will be harder to grab.

But today?
It’s still possible to get recommended by AI tools like ChatGPT, Perplexity, and Google AI Overviews in a matter of weeks, not years.

If you take anything from this series, let it be this:

• Run the AI visibility check from Post 2.

• Add the three visibility signals from Post 3.

• Don’t wait until your competitors are already entrenched.

If you want the full step-by-step system I use with founders to secure those AI search spots, you can check it out here: https://www.cmogrowthguide.com/ai
No pressure — but the sooner you start, the easier it is.

XOXO,

Andrea

A few months ago, a founder came to me frustrated.
Their Google rankings were fine, but ChatGPT never mentioned them, even when they asked it directly for recommendations in their industry.

We implemented the AI Visibility System:

• Reformatted their homepage and service pages for AI readability

• Added authority signals AI actually picks up

• Used free tools to generate the right schema code

• Created new AI-friendly blog posts

In 3 weeks, ChatGPT and Perplexity started recommending them ... 15 times in different queries.

This is the future of search.
And right now, there’s still space to take those top recommendation spots before your competitors catch on.

That’s exactly what I teach inside The AI Visibility System.

Get the full course!
($57 early bird pricing ends soon)

Tomorrow I’ll explain why you have a 6–12 month window to lock in your AI search position before it gets crowded.

Andrea
CMO Growth Guide