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.
You're smarter than this
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Hey Reader, You're probably creating content for the wrong people. I know, I know. You've been told to "know your audience" a million times. But here's what nobody mentions - you're likely optimising for the people who engage with your content, not the people who actually buy from you. Your Instagram stories get hundreds of views. Your posts get tons of comments. People DM you saying "this is exactly what I needed to hear!" So why anytime you're selling anything does it still feeling like you're pulling teeth? Because the people who buy and the people who comment aren't the same people. And if you don't track the difference, you'll keep building your third lead magnet this year for your fans instead of your customers. I've seen accounts with 3k followers outsell those with 50k followers coz engagement means nothing if no one's buying. When I worked behind the scenes, this pattern was everywhere - successful entrepreneurs with massive audiences wondering why their conversions were garbage. They were looking at the wrong things. The day I started paying attention to my own patterns instead of obsessing over everyone else's reactions, everything clicked. That's how I went from employee to multi-six figures in year one. Learning to read your own business data isn't just about this launch or this quarter. It's about never again wondering "should I build this offer?" or "why didn't that work?" You'll know. Because you'll have the data. This is the skill that separates entrepreneurs who scale sustainably from those who burn out chasing vanity metrics. Most business advice is designed to sell courses, not grow businesses. They want you confused and constantly looking for the next framework because that's how they make money off your uncertainty. But the answers aren't in someone else's strategy. They're in your own patterns, waiting for you to notice them. 4 Questions to Track What's Driving Your Sales Thursday Sept 25th | 7pm GMT+1 I'm going to show you the exact questions that reveal who's actually buying from you (and why), so you can stop creating offers for people who'll never purchase them. No more guessing. No more copying. Just you, finally seeing your business clearly enough to make it work for you. Zx P.S. You're smarter than the strategy you're currently following. Act like it. |
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.
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...
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...