Today's Lineup:

• The blind spots you have that a coach just can’t touch 🔍
• The annoying thing Meta is doing to your ads right now 🙄
• The package I’m obsessively watching my porch for! 🚚

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Emma was desperate for my advice on where her business needed to go next. 🙏

I gave her my best; she totally agreed, then her mastermind peer completely upended it over lunch.

For the better.

Rewind.

We were in Nashville for my Milly Club live event, and I'd just taught the session on “Your One Thing.” The single commitment you step out of the weeds for to go all in on for six months and finally scale your business.

Emma was stuck. And Emma does not get stuck in public. 😳

She has several offers.

She feels pulled in twenty directions.

She's scared of choosing wrong.

And asking for help is not her favorite pastime.

But staying stuck finally felt worse than asking. So she asked.

I asked questions, she talked, we wrote it down. By the end of lunch, she had it. The offer she was going all in on. The funnel she'd build. What she was letting go of.

She left with a clean plan. And I felt very pleased with myself. 💅

One hour later, her hand goes up. She wants to go a different direction.

“Hold on. Emma, what the heck is going on? I thought we just did this?!”

“There's another side of my business I never told you about. The easier one. The more profitable one. I mentioned it to Lauren at lunch, and she asked why I'm not going all in there.”

Lauren was sitting two seats over. And Lauren was right.

Here's the part I keep thinking about.

Emma didn't intentionally keep that from me. She shared the tidy version, best foot forward, the parts she assumed belonged in a conversation with her coach.

With Lauren, she was just talking. So the whole thing came out. Including the part of her business she loved most.

I taught the framework. I asked the hard questions. And the best question of the entire day came from a woman at Emma’s exact level who got the piece of the story Emma never thought to tell me.

That's why I built The Milly Club. Because strategy from someone who’s built what you’re trying to build and beyond is valuable. But women who know what question to ask you because they are you? That’s invaluable.

If you're at $500K or more annually and you've been looking for exactly that room, it's this one.

Why Your Ads Are Lying to You 🫠

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Quick behind-the-scenes: I brought all my ads in-house last month.

Ana runs them now. Which means instead of waiting on a monthly report from an agency, I'm in the numbers with her every week.

That's good for me and better for you, because now I can hand you what's actually working while it's still working.

Here's the first one.

When you run an ad set across Facebook and Instagram together, Meta hands you one blended cost per result. One tidy number.

But your ideal customer doesn't behave the same way in both places. She scrolls Instagram differently than she scrolls Facebook, and your creative can land hard in one and get ignored in the other.

The blended number hides their unique performance. You could be funding a placement that isn't earning its spot and never know.

So take one ad set that's already performing well, your best one, and split it into two.

One Facebook only. One Instagram only.

Same creative, same audience, same offer. Let it run.

Then compare cost per result. They're rarely identical, and the information will tell you so much.

Now you know where your money belongs. You put more behind the placement that's actually converting and stop subsidizing the one that isn't.

One test. No new creative. Better numbers on the other side. Try it!

I’ve Been Influenced 🙋🏻‍♀️

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So, I’ve seen something all over social lately, to the point that I called basically every friend I have to ask about it. Almost all of them have one, and all of them swear by it.

So I did what any strong, discerning woman does. I bought it immediately.

Hobie and I are now the proud owners of an Eight Sleep.

It's a cover that goes over your mattress and controls the temperature of the bed, anywhere from 55 to 110 degrees. (110. Who is that for? I need to meet them.)

The part that sold me? Each side is separate.

Which matters, because Hobie sleeps like a space heater with a pulse and I'm under three blankets in July. 🥶

For the first time in our marriage, we can both be right. 🙌🏻

It also tracks your heart rate and how deeply you're actually sleeping, in an app.

So obviously, I'll be checking my score at 5am like a report card, looking for my gold star.

And Hobie's, obviously. I'd like to state now, in writing, that I have no intention of turning this into a competition. I intend to win it. 🏆

And if it hears snoring, it lifts your upper body a little. No comment on who that's for. 🤭

It hasn't arrived yet, so I'll be the guinea pig and report back. Mostly I want to know which side Scout chooses. If he goes for Hobie’s side, I'll be processing that publicly next week. 🐶

Nobody paid me a dime for this, by the way. I paid them. Quite a few dimes.

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

Until then, put yourself among peers who poke the best holes, remind Meta that Instagram and Facebook are NOT the same thing, and pray that Scout chooses my temperature over Hobie’s, or my happy home may come unglued.

Amy

P.S. About 70% of Black Friday searching happens in October, which means your buyers start getting ready weeks before you do. Listen here to discover how to be ready when they are, without building one single new thing. Listen now. 🎧