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Booked By Friday: weekly emails about which past client to message this week.

I abandoned my instincts for a PDF and paid for it.

Published 7 days ago • 1 min read
The only framework a girl can depend on is her own
On going down rabbit holes

"What's the dumbest thing I can say?"

Last year I went heavily into AI and automation. Everyone was doing it, there were frameworks everywhere, people making money from it, and I followed the road.

The numbers looked fine the whole time. The relationship with my audience was doing something else entirely. I'll still be recovering at the end of this year.

The thing nobody tells you about following someone else's framework is that when it doesn't work, you've got nobody to blame but yourself, because you weren't following your own instincts anyway. It's like getting dropped off in the middle of a field and expecting you to find your way home when you didn't even decide you wanted to be in the field in the first place.

You don't have to do it their way.

Before you download the next PDF, build the next system, or retrofit someone else's approach onto your business, ask yourself: what's the simplest, dumbest thing I can say to my audience that gets across what I actually want them to know?

We're not looking for clever. There's no framework that can beat you being direct.

Zx
 
Working on
100 Reps round one launching in July.
Testing
A 2x2 footer thing (this thing!)
Eyeing
In person events for Q3
Next to open
100 Reps round one!
 

Speak soon,

Zoë
 

Booked By Friday: weekly emails about which past client to message this week.

Zoë Dew

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.

Read more from Booked By Friday: weekly emails about which past client to message this week.

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...

about 6 hours ago • 1 min read

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...

5 days ago • 1 min read

Something new from me. Booked By Friday is a weekly series. Here's what it is and where to sign up. A new thing · Booked By Friday · opt in inside What's new Booked By Friday. I've started a weekly email series called Booked By Friday. It 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, not from chasing strangers. Each email gives you the action and the reason it works. Some weeks the action is a single...

11 days ago • 1 min read