Today’s Lineup:

• Why I’m walking back my four-day workweek 📅
• The best-performing promo email I’ve sent in a while 📈
• How I rebuild my skin after the summer sun ☀️

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Sometimes the rule you are proudest of is the one you have to break.

Mine is the four-day workweek.

If you’ve been around for a while, you know my company has run on a four-day workweek for years. I’ve been very public about it.

It worked well. And it would still work now. But we no longer have four-day workweeks for everyone on the team. ❌

Here’s why. We have a new business model. It includes one-on-one coaching and a lot of people who need real support, and Monday through Thursday does not cover the promises we make.

And, we are building something new.

We are experimenting every single week. We are making mistakes that have to be corrected fast.

We are reading data harder than we have in 17 years.

If I protect the four days, this model takes twice as long to get off the ground, and every person on my team waits twice as long for the big bonuses and the growth that comes with it.

I have built a business to that place before. I know what the climb costs.

So I keep team wellness where it belongs, with my CEO and Ops Director who watch it closely, and as the founder, I keep pushing.

This is a season. Longer than any of us want. AND we will get the four days back.

Now hear this. 📣 More hours are what my business needs from me in this season. Your business might need something else entirely.

The lesson is not that I’m working more. It’s that I looked at a rule I loved and asked if it still fits.

It didn’t in this season. So I changed it for this season.

Go do that with the rules running your company. Whether it’s about your work schedule or how you run live launches or how often you promote.

Some of them absolutely should stand.

But some of them are supporting the old you, or a business model you don’t run anymore.

You wrote them. You are allowed to write different ones.

So ask yourself this week: do my rules support the business I actually want? Not the one I used to have. The one I want.

If the answer is no, you probably need a different rule.

Stop Asking Her to Imagine It 💭

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When you promote something over a series of emails, engagement drops as you go because your people have already seen it.

This is normal.

But during our last Milly Club promotion, we changed one thing in the middle of the promotion that recovered engagement.

Here’s how it went.

The early emails talked about how valuable our in-person events are. The connection. The strategy. A room full of women operating at your level.

All of it true. And all of it telling the reader.

Then we stopped describing the event and showed the day instead.

Hour by hour. Coffee and connection at 9:15. Deep CEO work at 10. Marketing strategy session at 1:15. Hot seats at 3:00.

Nobody can picture “valuable.” Everybody can picture 10 a.m. 🙌🏻

When you describe an experience in adjectives, you are asking your reader to do the imagining for you.

Instead, lay it out for her in tangibles, and she is already mentally in the room, deciding what to bring.

So go find the place in your copy where you told someone something was valuable, and replace it with what actually happens.

“Weekly coaching calls” becomes “every Tuesday at noon, bring the question you are stuck on and leave with your next three steps.”

The difference is measurable!

My Fall 🍁 Obsession

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Last week I told you fall is my season. Cooler air, no more feeling sticky, my personality finally matching the weather.

Here is the other reason I love it. Once you are out of the sun, the laser (and the like) machines come out. 💆

Some people have apple picking. 🍎 I have derm appointments. 🗓️

Three things I book every fall:

Fraxel. The heavy hitter. Resurfaces everything and undoes the entire summer you just had. You will look sunburned for three days and vaguely reptilian 🦎 for a few more. I stay home. It is a whole thing. Worth it.

Softwave. The tightening one. No real downtime, so I can do it and be on a call an hour later like a woman with nothing to hide. 💅

IPL with microneedling. 💉 This one is for brown spots and the general “why does my face look so tired” situation.

If you see me in October wearing a hat and sunglasses indoors, mind your business. 🤣

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

Until then, take a hard look at the rules you follow because they’ve always been the rules, show your reader instead of telling her, and book your lasers now… post-summer is our Super Bowl.

Amy

P.S. Did you know that my entire team is aware of our revenue and our profit? The actual numbers, not just percentages. There is one line I use about my own paycheck that makes it work. Find out what it is here.