Today's Lineup:

• When things work out, and we ask, “What’s the catch?” 😒
• The $0.28 lead I hate to see coming ⚠️
• The iPhone mic I stole from my Mastermind 🛒

---

We just had the biggest enrollment week in the history of my coaching program.

And my very first thought was: what if it was a fluke?

It was an incredible week, and my brain went into full skeptic mode. UGHHH!

Here's the most frustrating thing. I've done this long enough to know it wasn't a fluke.

I know my data. I know what a strong funnel looks like. I know how to recalibrate if it starts to dip.

But there's a past version of me, one that predates every good year I've had, that hears a big win and immediately braces for it to get taken back.

Something I worked really hard for works, and I go looking for the reason it won't last.

I used to live in that voice. I've had $20M years and $10M launches with that voice still whispering behind me.

But years in, I can now clock it in about four seconds and keep moving.

Those four seconds are genuinely make-or-break, and it took me too long to get there.

And I don't want you to wait as long as I did to turn it off.

Wherever you are right now in your business journey, I want you to be on it before it robs you of the celebration.

Because your wins are real. Full stop.

And when you have a strong week, and then things dip the next… you have the data and the instinct to come back stronger than before.

You've figured everything out this far. There's nothing that says you won't keep that trend going.

When you hit your first million, I want you in Paris with a glass of champagne, owning every bit of it. Not bracing. Not waiting for it to vanish. Owning it.

The voice that says “what if I can't do it again” isn’t realism; it’s actually an extremely costly voice to entertain. But the choice to entertain it or not is fully yours.

Do Your Numbers Give You The Warm Fuzzies?

---

You know when a win is real. The money’s in the bank, the client is thriving, the invitation came in, and the good month repeated itself. 

But then, there are numbers you *think* are good… but don’t trace the impact all the way to the end.

These numbers can give you a false sense of confidence, and knowing the difference makes the true wins even sweeter.

Here’s an example.

I was coaching a founder while she walked through her marketing metrics. Strong engagement. Thousands of leads pouring in. Then she mentioned her cost per lead.

28 cents.

She was thrilled, but I was instantly skeptical.

When a lead is that cheap, I start asking a different question: who are you actually attracting?

At some point, founders get obsessed with making numbers go down.

Lower cost per lead.
Lower acquisition cost.
Lower everything.

But cheaper isn't always better. Sometimes, cheaper is a genuine red flag.

The easiest click is usually the least likely buyer. They're curious. They're dabbling. They've signed up for everything and never opened their wallet.

So your list grows, your lead numbers look incredible, but they never turn into actual sales.

I've watched founders celebrate a giant list that never buys. Hundreds of webinar registrations with hardly anyone showing up. Cheap leads that sandbag the entire funnel.

The number feels good. The business does not.

So here's the question worth sitting with: what is this metric actually telling me?

Because not every number deserves to be optimized. Some deserve suspicion.

The next level of business ownership isn't learning how to get better numbers. You've already done that.

It's knowing which numbers matter. And having the nerve to stop chasing the ones that don't.

Tap, Tap, Tap. Is This Thing Working? 

---

Seventeen years in, and I just started calling myself a content creator. 😎

Okkk, so I’ve been making content since before “content” was even a job title.

But something about saying the words out loud flipped a switch. The minute I claimed it, I wanted to be good at it. Like, realllly good.

I noticed the shift at a recent mastermind, surrounded by women who have owned that title since the day they started their business.

Two things stood out. One, they were having fun with it. Revolutionary concept, I know.

Two, they all had the gear to move faster, and I realized I had been making this way harder than it needed to be.

So I started with the thing that matters most and is the easiest to get wrong.

Audio.

I asked my friend, Adley Kinsman, a master content creator who has over a million followers (and knows how to have fun in every moment!) what she records with. She told me to get a DJI Mic 3. So I did. 

It is a bit of an investment, but worth it. You can hear the difference in the first three seconds, I swear.

You do not have to overhaul everything to take yourself more seriously. Sometimes a small adjustment goes a long way. 

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

Until then, enjoy the win before preparing its funeral, stop falling in love with metrics that don't pay the bills, and if you have to talk into your phone all day, at least give it a decent microphone.

Amy

P.S. Six. That's how many seats are left in my next Milly Club experience. It's a special group of female founders curated by me personally, and building toward a million+ together. See if it's your room.