FAFO / The Newsletter

F*ck around with your client experience. Find out what happens when people can't stop talking about you.

Every other Wednesday, one story from behind the scenes of businesses worth recommending, one shift you can steal for your own, and the occasional strong opinion about why marketing isn't the answer to your growth problem.

Biweekly · Wednesdays · Unsubscribe whenever

What actually lands in your inbox

Not a roundup, not a curated links dump, not a five-tip listicle. FAFO reads like a letter from someone who spends her days inside other people's businesses, and comes back with the good stuff.

The story

Something I saw, tested, or overheard in a client's business that made me stop scrolling. Real receipts, not hypotheticals.

The shift

The thing to think differently about, in language that doesn't sound like it came out of a business school textbook.

The steal

One specific move you can borrow this week, whether you have a team of twelve or you're still the one answering DMs.

Written for founders who care about the last touchpoint as much as the first click.

If you run a service business, an agency, a studio, a boutique operation with real humans on the other end of the transaction, you're in the right place. If you know your growth is going to come from the people you've already served telling other people about you, this newsletter is going to feel like it was written specifically for you (because it kind of was).

Probably not for you if

You're looking for growth hacks, funnel templates, or someone to tell you which pop-up plugin has the best conversion rate. I'm sure those newsletters exist. This one doesn't do that.

What people say when they hit reply

"This is the email I needed to read to start my day. Thank you. I love your newsletter."

— Tracy

"No fake positivity bullshit, and I needed that. You're right, it's the choice it leads you to that matters. Thanks for reminding me."

— Bethany

"Super helpful. I love the idea of creating states instead of steps. This really resonated with me. Going to rework my whole welcome sequence."

— Emily

"A brilliant reframe. Thank you for sharing it."

— Sandra

"This was a really powerful email for me to read. I've never considered raising my tolerance for probability, but it makes so much sense."

— Kristen

"Ooooh, love this. Everyone needs this. Onboarding to courses and everything else is so impersonal."

— Joe

Ready to find out?

Drop your email below. First issue lands the Wednesday after you sign up, and you can bail any time (though nobody has yet, and I take that personally).