Confession time. There are parts of my business I seriously dread.

If you think loving your business means loving every single thing you do… allow me to gently pop that bubble.

Case in point: I just flew back to my old stomping grounds, San Diego, for a photoshoot. Fresh pics for webinar slides, sales pages, opt-ins, program assets, you name it. The kind of stuff that needs constant refreshing to keep the business moving.

But here’s the behind-the-scenes truth: I hate photoshoots. 📸

Full face of makeup, a million outfit changes, people staring while I try to look “natural” in completely unnatural poses.

Oh, and a little bonus, every fine line on my face shows up like it’s auditioning for a leading role. 🥴 Fun times. 

Here’s a little BTS of my latest shoot. Just knowing I am crying inside. 😭

And that’s not even the only thing. Talking head IG reels for social? Not my fav.

Acting out trending videos? Ugh. I usually drag Hobie into those because, for reasons I will never understand, when he shows up, the views skyrocket.

And trust me, he does not let me forget it!

Speaking on stage? 🎤 Also not my fav.

Standing under hot lights, staring at emotionless faces while praying I don’t lose my flow… not exactly my idea of a good time.

My happy place? Hotel robe, room service, Bravo reruns. 💯

So why do I still do these things?

Because I know exactly what I want.

I want growth. 💰
I want impact.  💪
I want connection. 🥰

And along the way, I’ve learned to love what it takes to get there. 

The truth is, you do not have to love every single part of building your business.

In fact, I’m 99% sure that’s scientifically impossible. (I ran the data. The lab results came back: “You’re normal.”)

But you do have to love where you’re headed. And that makes showing up for the hard stuff worth it.

Remember that scene from Sex and the City when Charlotte’s asked if she loves Harry every day? She says, “I love him every day. I just don’t like him every minute.”

That’s exactly how I feel about my business. I love it every day. I just don’t like every single minute.

You don’t need to enjoy every task. But you do need to stay connected to your bigger why.

Because the un-fun stuff? That’s what opens the doors to the business and life you truly want. And that part is always worth it.

Did You Miss These Headlines Last Week?

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#1: 25 Years of Online Marketing Chaos (And We're Still Here) 🤯
The online marketing space is changing fast this year, but zoom out and it gets even wilder. This breakdown of the last 25 years will make you feel better about keeping up, and yes, YouTube was originally a dating site. You cannot make this stuff up. Click to check out this fascinating timeline.

#2: Pigeons on a Plane?! ✈️
A Delta flight was delayed because two rogue pigeons refused to get off the plane. Part of me is just grateful this didn’t happen on my flight to Cali for the photoshoot. Although let’s be honest, if it meant canceling the shoot? I might’ve slipped those birds a boarding pass myself. Click for a quick read.

How to Build Desire for Your Course BEFORE You Launch 👀

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You don’t need a huge list to have a successful launch. But you do need to start building desire for your offer long before you open the cart.

Here’s a simple strategy you can swipe:

At least three months before you promote your next launch, start casually mentioning your course in your weekly content.

Not a full-blown sales pitch, but little moments that plant the seed. 🌱

Example:
If you're posting a tip about how to create weekly meal plans, you might say:

“This is something I go even deeper into inside my Meal Planning Made Easy course. But if you’re just getting started, here’s one quick tip to simplify your grocery list.”

The key?
You’re giving value while quietly letting your audience know that a bigger solution is coming.

This builds curiosity, warms your audience, and helps them self-identify as someone who’s ready for your course when you officially open the doors.

Your action step this week:
In your next 2-3 pieces of content (social post, email, or video), find one natural place to reference your upcoming launch or share a past client result from the course topic.

Keep it casual. Keep it simple. But start planting.

Your future launch will thank you. 🙌🏻

Want me to be your accountability partner? Tell me the date of your next launch. The more people you tell, the more likely you are to stick to it!

My Mini Tech Stack Rec I’d Share Over Coffee ☕️

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You already know I love Membership.io, Asana, and Slack, right? Well, here are a few other tools that I rarely mention, but are incredibly powerful.

You don’t need a massive team to look like a marketing genius, just the right tools. 👏

BigVu
Want to record pro-level videos from your smartphone without memorizing your script? BigVu is a teleprompter app for your phone. It’s easy to use and makes recording talking head videos so much easier. I use it weekly!

Motion Mail
Live countdown timers for your emails and landing pages? Yes, please. MotionalMail adds real urgency to your emails without the tech headaches.

Crazy Egg
Not sure why your landing page isn’t converting? Crazy Egg shows you exactly where people click, scroll, and bounce, so you can stop guessing and start optimizing. My goal this year is to collect more data, and this is a perfect tool to help with that!

True Crime, Cults & Girl Boss Energy (Docs I Can't Shut Up About) 📣

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Oh, how I love a good documentary. Give me an intense backstory, a little scandal, and something that makes me text 14 friends after I watch it and say “you HAVE to see this.”

Here are three you can’t miss:

Martha 🙎‍♀️
Martha Stewart is my new alter-ego. She’s unapologetic, driven, and watching her build her empire was inspiring. But what surprised me most? She actually let them show some super vulnerable moments that didn’t always paint her in the best light. Total respect.

American Nightmare 😱
True crime at its finest. How was this even real?! It starts with a home invasion and kidnapping, but then suddenly the couple gets accused of faking the whole thing. I went from thinking, “they totally did it” to “they for sure did NOT do it” about 100 times. Buckle up.

Escaping Twin Flames 💔
This one was wild. What started as a “find your soulmate” program took a dark turn into full-blown cult territory. Equal parts fascinating and terrifying. You’ll be texting your bestie halfway through like, “Can you believe this?!”

I am ALWAYS in the market for a great documentary.

Great chat. Can’t wait to do it again.

In the meantime, do the photoshoot, drop some launch hints, and remember that liking your business 100% of the time is not required.

Amy

P.S. Feeling like you need more offers to hit your sales goals? Not so fast. This week on the podcast, I’m breaking down the one offer that can actually make your next launch easier, faster, and way more profitable. You might be one Bridge Offer away from your best conversions yet. 🎧 Click to listen now.