MADE WITH LOVE & GUTS BY
Nearly every business owner I talk to who markets on Instagram has a love/hate relationship with it.
It's like a toxic relationship:
You give everything to try and please the algorithm and it rarely loves you back.
You feel like you can't leave the platform because where else will you find that kind of potential reach?
You think you've finally figured out what works, and then they move the goalpost.
You remember the good days when reach and engagement were high. If only you could get that feeling back.
If that's you, you're not crazy. This is all by design.
Instagram is intentionally addictive. That's the whole point of the algorithm and its ever-changing, often contradictory standards. So it kind of is toxic.
Look, I'm not giving up Instagram anytime soon, and I obviously believe social media marketing is important.
But I'm tired of seeing small business owners (aka the very people Instagram seems to value the least except when it comes to your ad dollars) get so little from so much effort...
...when the same amount of time and effort would yield much greater results elsewhere.
Especially when the sun is out and the flowers are blooming and life is waiting to be lived.
So here's a list of 51 things you could do this summer that aren't wasting hours on Instagram content that has a shelf life of 24 hours max.
Choose the ones you’re most excited about and/or have been on your back burner for a while.
Pro tip: These are also good things to do if summer is a slow season for your business.
Continued below...👇
UPDATING YOUR WEBSITE
1. Making sure all your links and buttons work
2. Checking for any formatting issues
3. Editing out-of-date information*
4. Writing clearer, more engaging copy*
5. Updating your sales page for your next launch*
6. Adding to your portfolio or creating case studies
Your website is where prospects decide whether they’re going to work with you. Make sure it’s clear, up-to-date, and compelling.
IMPROVING YOUR CLIENT EXPERIENCE
7. Improving your proposal or welcome packet*
8. Creating an onboarding or offboarding email sequence*
9. Personalizing automated emails
10. Adding thoughtful “surprise-and-delight” moments
11. Simplifying any client-facing dashboards, portals, or resources
Your client experience determines whether clients come back for more or refer people to you. Make sure it’s an experience that lives up to your pricing and marketing promises.
ENHANCING YOUR OFFER SUITE
12. Restructuring or repackaging old offers
13. Adding new features, resources, modules, or information to help clients achieve better results
14. Implementing relevant and useful upsells and downsells
15. Testing summer-friendly or quick-win type offers
If your offers have been around awhile and they’re not selling like they used to, your audience’s needs or interests may have changed. Make sure your offerings have evolved with your audience (and the season).
PRIORITIZING SEO
16. Starting your blog
17. Updating old blog posts
18. Setting up your Google Business Profile
19. Improving social media headlines/bios*
20. Updating website meta titles and descriptions*
SEO offers neither the instant gratification nor the dopamine boost of Instagram likes. But the same amount of hours/effort can yield results for years, not just hours.
GETTING SERIOUS ABOUT EMAIL MARKETING
21. Updating your lead magnet*
22. Writing your welcome sequence*
23. Emailing your list
24. Branding your newsletter
25. Building a long-term nurture sequence*
26. Optimizing your funnel*
A small, engaged email list is more valuable than a large, unengaged following. Your email subscribers have invited you into their inboxes for a reason. Treat them like the VIPs they are.
REFINING YOUR MESSAGING
27. Collecting client testimonials*
28. Conducting Voice of Customer or market research*
29. Updating and practicing your elevator pitch*
30. Creating a messaging/branded language guide*
How you talk about your business influences everything you do and how your brand is perceived. Your messaging should be a direct reflection of the language your ideal clients and audience use.
REPURPOSING OLD CONTENT
31. Re-sharing your most popular content in new formats
32. Adding new perspective to old ideas
33. Finding bite-sized content ideas in any long-form content
34. Fleshing out bite-sized content into longer form content
When was the last time you didn’t reinvent the wheel with your content creation? Look back at your archives—I bet you’ll find some gold.
NURTURING RELATIONSHIPS
35. Checking in on past clients
36. Sending thank-you cards to clients and collaborators
37. Giving shoutouts to cool people doing cool things
38. Going to in-person networking events
39. Hosting a free virtual or in-person event
It’s too easy to take existing relationships for granted and spend all your time searching for someone new. Keep in touch with the people who already know and love you. Make sure you’re reaching out without asking for anything in return from time to time.
PITCHING YOURSELF
40. To virtual or in-person summits
41. To podcast hosts
42. To potential collaborators and referral partners
43. To dream clients
Cold pitching doesn’t have to be scary or salesy. Make your pitches personal, tailored, and genuine and you won’t feel weird about reaching out.
PICKING UP NEW SKILLS
44. Completing that course or webinar you never finished
45. Reading business, mindset, or industry-specific books
46. Learning how to write better copy*
We so often fill every gap of time with client work and admin that we don’t make time for continuing education. Summer is the perfect time to slow down, refine your knowledge and enhance your skillset.
HAVING SOME FUCKING FUN
47. Going outside for inspiration and Vitamin D
48. Trying a new hobby
49. Implementing a “summer hours” policy
50. Doing something your 10-year-old self would love
51. Throwing your phone to the sea, because seriously... get off Instagram
It is summer, after all.
Which of these are you most inspired to start doing, Reader?
WITH LOVE & GUTS,
Cassie
*I can help with that.
P.S. I'm trying out ConvertKit's new poll feature. Will you vote below and help me decide what to offer or write about next?
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In case we haven't met yet...
I'm Cassie Paton, the messaging strategist and copywriting consultant behind Mettle & Tonic.
I write potent copy for gutsy entrepreneurs who want to stand out from the sea of same-old online.
Let's uncover your brand's secret ingredient and distill your message.
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A FEW WAYS WE CAN WORK TOGETHER:
DIY a lot of your own copy and marketing? Join the Draft House Sessions, my copy coaching program for solopreneurs. Meet me in the Draft House >>
Looking for a guest coach or speaker in your community, on your podcast, or at your summit? Invite me to speak or consult >>
Need refreshingly bold copy? Check out my done-for-you brand messaging and copywriting services. See DFY services >>
