profile

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

The content isn't you.

Published 4 months 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 it into the content.

I went back on some slides I put out in early 2024 recently and I genuinely didn't recognise myself. It was harsh in a way that I'm not, and I think I know why. I was writing for the room I wanted to impress, not the room that was already there. The people who actually wanted to work with me were getting a version of me that wasn't real, and I think on some level they could feel it, because that's always how it works.

Being loud isn't the same as having a point of view.

Before you write anything this week, just ask yourself: who am I writing this for? And has that person ever paid me?

Zx
 
Working on
100 Reps Club round 1
Testing
sending different kinds of emails
Eyeing
An in person round table day...
Next to open
100 Reps Club round 1
 

Speak soon

Zx
 

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.

In September 2023, my brother and I had an idea. For 100 days, we’d spend 100 minutes a day working on our businesses and see what happened. That was basically the whole idea. 100 days. 100 minutes a day. Work on your business. I invited some other people to do it with us, because apparently if I’m doing something slightly ridiculous I need witnesses. The important bit is that I wasn’t telling people what they had to spend those 100 minutes doing. It wasn’t 100 minutes of sales, or marketing,...

8 days ago • 1 min read

Whale hello there, Reader, Have you heard of Rate My Chives? It's an Instagram account. A very serious Instagram account. People, and not just home cooks, we're talking actual chefs, submit their chive-chopping for rating. And the ratings are... completely unregulated. A 6.6 here. A 7.4 there. No apparent rubric. No explanation. The comments section is full of professional chefs nodding gravely and offering their thoughts on the chop. The thing that got me though, was what happens BEFORE the...

13 days ago • 1 min read

Can I tell you something I’ve been sitting on for a while? I want to start a sweatshirt business. Not “I’ve looked into it a bit.” I mean I have an actual list of ideas for fun, punny, printed sweatshirts and I am doing nothing with it because one half of my brain is screaming “JUST START” and the other half is going “Zoë, concentrate on the business you already have.” So for now, the list lives in a my notes app, haunting me. (Would you like to see some of them? Maybe that's my IG post today...

14 days ago • 1 min read