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

The content isn't you.

Published 6 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
 
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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.

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