Today's Lineup:

•  The sneaky revenue tied to your elevator pitch 🤝
•  The non-buying buyers on your email list (it’s a thing) 👀
•  AI analyzed my saved reels… and why is cheese a top 3 category? 🧀

According to my nephew, I “sell courses about Instagram or something.” 🤷🏻‍♀️

That's how he described my job to his new “situationship.” Who is studying marketing. So at our Fourth of July dinner at the lake, I had to ask how that conversation went.

This kicked off the best game of the weekend.

We went around the table, and every member of my family took a shot at explaining what I do.

My older sister came closest, because she has been the star student of this family for five decades. 🤓

My brother-in-law wasn't even in the right industry. 

We laughed until we cried. But that night, after everyone went to bed, I kept turning it over.

My family can get away with fumbling my job description. They're not my buyers. Our audience? Yours and mine? They don’t get the same pass.

So be 100% honest. Could your audience say exactly what you do in one sentence?

Or even better.

Do they hear their own need inside the sentence when they say it?

❌ “She helps women with their marketing” is a description.
✅ “She fixes the reason my launches keep coming up short” is a purchase decision.

When your audience can say the second version, everything downstream gets easier.

📍 Referrals write themselves.
📍 Sales calls start warmer.
📍 Your copy stops working overtime to do the job your positioning should have done already.

So here's what I want you to do this weekend. (You’re going to think it’s a suggestion, but it’s not. Do this and thank me.) Ask three people in your audience, not your family, to tell you what you do in one sentence.

If what comes back is a job description instead of a reason to buy, you just found the most profitable thing you can fix this quarter.

She's Already On Your List. She's Just Not Ready Yet.

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It took 257 emails to make one sale. 😳

We just analyzed our newest Milly Club members, and one number surprised me: on average, they'd been on my email list for 2.6 years before they joined. That's 257 emails before saying yes.

Here's why that matters: typically, the higher your price point, the longer the runway.

Can a high-ticket buyer say yes in a week? Absolutely, it happens.

But more often, she's been in the wings deciding for months or years, and your emails are how she decides.

So here’s the question worth asking: is there one small, exclusive next step for the people who've been with you the longest and keep looking for a way to go deeper? One option. Not five.

Either way, here’s the lesson. Your next best customer is probably already on your list. She's reading. She's nodding along. She's just not ready yet.

Keep sending the newsletters. Stay consistent with your podcast. Keep showing up. Especially during the times you think it’s “not working.”

Patience, grasshopper  ;-)

An Investigation Into My Saved Folder 🕵️‍♀️

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I let AI analyze my saved Instagram posts and faced my own basic-ness. 😆

I have thousands of saved Instagram posts. Do I go back to them? Almost never. 

But I like to think I’m one summer Saturday away from waking up a sourdough-making kind of girl, and that saved reel will be my on-ramp.

So I exported my Instagram data, uploaded it to Claude, and asked for the most recurring themes across years of saves. 

Here’s what it found. 👇

1. Cottage cheese desserts. Cheesecake, pumpkin pie, pancakes, and a pizza crust. If you've been around a while, you knew this one was coming. 
2. Flawless makeup tutorials. I barely wear makeup, but apparently, I believe in a future Amy with 5 different bronzers she can tell the difference between. Sometimes I buy these saved products. I hate to report they live unopened in a drawer. 
3. Cute couple reels I will never reenact. Dozens of videos saved with one confident thought: “Hobie and I could totally do this.” Then I never get around to it, and Hobie remains blissfully unaware of the content career I've planned for him.

Honorable mentions: home decor for the new house, AI tips, and outfit inspiration for a woman who wears the same jeans on permanent rotation.

My armchair diagnosis is that the save IS the satisfaction. It’s less about building a library, more about little hits of “I'm the kind of person who would do this.”

Nice chat! Let’s do it again next week.

Until then, make what you do all about them, don’t just trust the nurturing process… learn to love it, and let your saved reels tell you exactly who you think you are. 😂

Amy

P.S. My business coach asked me for one number on our last call. I didn't know it. 🙈 Her response genuinely changed my approach to business, and I'm sharing the whole embarrassing story in this week's episode. [Listen here 🎧]