I'm Zoë. I run Falling Forwards Ltd. I write Booked By Friday, a weekly email that lands every Sunday with one specific action you can take that week to land a paid booking by Friday from people already in your world. Past clients, lapsed buyers, the lead who said "not yet" three months ago. If you sell services and your calendar's lighter than you'd like, that's the inbox you want to be in.
Everyone says group programmes are the dream. I’m not so sure.
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Hey Reader, In January 2018 I was sat in a Google Garage workshop learning about the Zero Moment of Truth and digital business models, thinking: Wait, this actually makes sense. It wasn’t scammy or salesy. It was just… strategy. Like the good kind. It built on what I already knew from uni, and I got obsessed. Within a few months, I’d signed a £30k client and was fully booked. Dream stuff. From there, I did what most of us do I found the people who looked like they knew more than me, and I paid attention. I joined groups, bought courses, started seeing inside million-pound launches. Eventually I worked behind the scenes on some major launches and learned a lot about how things really operate. But over time, the shine wore off. There’s only so many affiliate collabs, upsell ladders and tiered offers you can sit through before you start thinking: hang on… isn’t this just a remix of what’s already out there? And also: why are the people buying still struggling? This morning, I was listening to a couple of podcasts — one was Sounds Like a Cult, the other a deep dive on web celebs and online marketing — and they both referenced the BITE model of cult dynamics: Behaviour, Information, Thought, and Emotional control. And suddenly… I couldn’t unsee it. That’s when it clicked. So much of this industry runs on withholding information, creating artificial hierarchy, and pushing people to ‘pay more to get more.’ And I realised: I’d been deep in it. That just confirmed what I already knew and why I quit back in 2023 to go all in on my own thing. When I asked my audience what they were struggling with, they said: leads. So I built something to help with that. I taught people how to structure their offers, find their hook, attract the right buyers. I made a course. I sold it twice. People got results. But I can’t un-feel: some people didn’t. And that haunts me a bit, if I’m honest. Not because I did anything wrong — I know the content was solid. I know how to teach. But because the truth is, some people just won’t get results from a group programme. Not because they’re lazy or unskilled. But because they’re not in the right stage yet. They need help doing, not just learning. They don’t need another framework. They need someone to say: “Here’s what’s next. Let me build it for you.” And that? That I can do. I’m proud of the done-for-you work I do now, because the results are mine to own. It’s not “maybe they’ll implement it.” It’s “here’s the system — go enjoy your weekend.” And honestly? That’s what I’ve always wanted. Not more followers. Not a seven-figure funnel. Just… better outcomes. For real people. In real businesses. The results I get these days probably wouldn’t make a sexy Instagram carousel — and I’m finally okay with that. This week I uncovered a £14k revenue opportunity for a client. Last month I built a tool that’s going to save someone else £12k a year. Make money, save money, do cool shit faster — that’s the vibe. I probably won’t be a multimillionaire. But I’ll be happy. And I’ve seen behind the curtain enough to know that more money doesn’t always mean more freedom — and for me, happiness is worth more. Zx ps. the podcasts that inspired this email are Sounds Like a Cult and Duped: The Dark Side of Online Business
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Booked By Friday: weekly emails about which past client to message this week.
I'm Zoë. I run Falling Forwards Ltd. I write Booked By Friday, a weekly email that lands every Sunday with one specific action you can take that week to land a paid booking by Friday from people already in your world. Past clients, lapsed buyers, the lead who said "not yet" three months ago. If you sell services and your calendar's lighter than you'd like, that's the inbox you want to be in.
I speak too fast and I'm neurodivergent. "The thing you've been editing out is probably the thing the right people are waiting for." I started putting a slide at the beginning of my presentations that says exactly that. I speak too fast. I'm neurodivergent, for me that's ADHD and autism, which means I struggle to look at the camera, I need to read my notes, and once I get going I'm not stopping so try and keep up. If any of that's a problem, watch me on replay, I really won't be offended. I...
Three years, four million. I walked away and left all the proof behind. "The proof you can't package is still proof." I spent three years taking a business from just under a million to four million a year. I know exactly what I did. That was me. And I can't use any of it. I can't name it, I can't cite it, I can't reference it. I walked away from that situation and I left the proof behind. So when I started Falling Forwards I had this weird thing where I knew exactly what I was capable of and...
You know the version that lands on calls. That one isn't in your emails. "Who are you actually writing for?" You know that thing that happens in a call when someone asks you a question and you just... answer it? No build up, no thinking about how it's going to land, you just say the thing you actually think. And then they message you two days later and say "I've been thinking about that for weeks." That's the version of you that makes people buy. And it's almost never the version that makes...