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.
The Dream Dispatch: Literally no one cares
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Hey Reader, Sun is shining! It's a blue sky! And I am writing this on my bed (note - not in my bed) because Ben (husband) is working from home and I cannot work in the same room as him and his shouty calls. My brother Garth rang me this morning. I had text him earlier on to see if he was in the office for a coffee so thought he was ringing about that. He wasn't. He hadn't seen my message and it was a general catch up (🫡 for any How I Met Your Mother apologists). He has been working in the freelancer space for 11 years now, and we were discussing what that looks like for both of us now I am back in Done for You world. "What does scaling look like for you?" he asked me. "I genuinely haven't thought about that. Right now, and for the significant future I want to take on a client, do a good job, get a name for doing things well and keep on doing it month in and month out". How different is this from where I used to be. Wanting to grow and scale and make all the money. Don't get me wrong, I still want to make money! But I'm not looking to chase the figures others shout about, when it costs as much to make that money in the first place. I have seen behind many 7 and 8 figure businesses and the people at the top? They're like adrenaline junkies trying to get that next high. And it is never as good as the first hit. My client asked me yesterday what it takes to get to be known as some names are. My thought was that it takes unwavering dedication, risk, persistency, consistency. A big support system. And the thought that your business comes first above all else. And I said to her that for us, we have other things in our life that are as important (or more important) than our businesses, and personally I am ok with that. In my professional and personal life, I've seen the stress and pressure that keeping the lights on creates, and harmony for me is to keep each client happy, knowing I've done a good job, without chasing the high of being a revered thought leader or being featured in newspapers. Because with that, you need a thick skin, and having that thick skin means you lose your sparkle and think everyone is out to get you. When in reality, as Garth told me when I started out 8 years ago - literally no one cares. Would love your thoughts... Speak soon Zx
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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...