Today's Lineup:

• A decision was made, and my CEO and I aren’t sure 🙈
• A Meta update that puts ads in front of your best buyers 🙌
• A lazy girl hack for recording more without more effort 🎥

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Jawes, my CEO, and I were standing in my kitchen at 9 pm. She was thinking it. I was thinking it. I don’t even remember who eventually said it first… “I have no idea if this is the right call.” 😬

Rewind. 

Last week, my leadership team came to the lake house for our quarterly retreat. One conversation ate most of day one: a big change to one of my offers.

The details are still cooking, so I'm keeping them to myself for now. Not because it's scandalous. 🤣 It's honestly not that juicy. There are just a few deets I need to work out before I say it out loud on the internet.

And yes, I'm fully aware I'm being one of those “pray for me 🙏 (no, I will not be elaborating)” Facebook posts right now.

You know the type.

I promise the full story is coming.

Here's what I can tell you. 

We spent hours on it. Pros, cons, revenue implications, what it would mean for clients I love. 

By the end of day one, the table was split between uncomfortable and very uncomfortable. 

So we gave ourselves permission to not decide. We slept on it.

That night in the kitchen, Jawes and I admitted we were both unsure. 

But the next morning, we looked at each other and knew exactly which direction to go.

Were we suddenly certain? Nope. Still uncomfortable. We made the decision anyway.

If you're sitting on a big decision in your business right now, this part is for you: 

the certainty you're waiting for is not coming. 

There's no crystal ball. 🔮 You only find out by moving toward it.

And there are no wrong directions. (Read that again.)

There's just data. You start moving, you watch what happens, and you course-correct as you go.

The thing that let me make a call I knew would cost us revenue in the short term? 

My job as the founder is to make the decision that serves the business a year from now, even when it stings today.

I run my whole business on one belief: I always win.

It's rarely pretty getting there. But I keep moving until it's true.

So steal that mantra to make the call you’ve been sitting on. And I mean make it this week, if not today.

Now You Can Teach Meta Who Your Best People Are 🎯

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If you're running ads, this one's worth two minutes.

Meta rolled out a feature called Audience Labels, and most of the ad world hasn't caught on yet.

Here's the short version.

You know your custom audiences, the lists of people who already know you: your email list, your website visitors, your buyers, your leads. Until now, Meta saw all of those people as roughly the same. A lead was a lead. (Ummm…not true, Meta!)

Now you can label them.

Go to your custom audiences inside Ads Manager, click Edit on any audience, and click “Label.” You'll see options like this:

And for your customer lists:

✅ So your buyers get labeled as customers.

✅ Your best buyers get labeled high value.

❌ The leads who were never going to buy? Disqualified.

Why bother? Because right now, Meta doesn't know the difference between the woman who bought from you three times and the freebie-seeker who unsubscribed the next day. Labels are how you teach it.

And once your audiences are labeled, Meta lets you set value rules, which is a fancy way of saying you can tell Meta “spend more to reach people like my best customers, and stop wasting my money on people like my worst leads.” 🤯

My advice? Keep it simple, get fancy later.

Start with just these labels. 1️⃣ Mark your buyers as customers. 2️⃣ Mark your best buyers as high value. 3️⃣ Mark low-quality leads as disqualified. That alone gives Meta the information it needs, but never had before.

You built those lists. Might as well make them work harder for you. 

My B-Roll Cheat Code (And Why A Tripod Is Hiding Behind My Curtain) 🎥

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Recently, my CMO, Caitlin, asked me, “How are you doing with your b-roll?”

Translation: “You have sent us nothing. We have asked a million times.”

Fair. 🫠

Here's the thing about b-roll. It lets you post consistently without being on camera every single day, and without doing the weird acting videos I dread.

B-roll, when done right, invites people into your day. And it works. Our followers and engagement have jumped since we started posting more of it.

So I removed my only excuse. I now have three tripods in my house:

⭐ One in my office

⭐ One in my gym

⭐ One in the living room, hidden behind the curtain, because my dream aesthetic is “no one lives here.” Hobie finds this deranged.

The tripods are magnetic, so I snap my phone on, hit record, and go about my day. No running upstairs to grab equipment. No propping my phone against a candle and praying. It seriously helps me remember to record the daily moments because the equipment is right there. [This is the tripod I bought three of.]

Until then, make the call and let data guide your new direction, help Meta find your favorite people, and join the “tripod in the corner” club… your Reel performance will thank you.

Amy

P.S. Her first masterclass had 200 people on it. Not one person bought. Two years later: a $19.5 million launch. Callan Faulkner walks me through exactly what changed on this week's episode. If you've ever had a launch flop, [this one's for you.]