I messed up.
At the end of 2023, I took on a big-time client (he was a referral).
I felt like we were going to knock it out of the park for him.
But he asked me something that no had before.
โCan we do 30-days of content ahead of time?โ
My response?
โYes!โ.
That one word lost me a $50,000+ deal (the lifetime value of a good Birdhouse client).
Okay, so what was the issue?
Writing content is game of trial-and-error.
Having a short cycle on content allows us to quickly double down on what works and adjust on the fly.
Doing 30-days ahead of time was as massive gamble.
Like going all-in on pocket aces.
It didnโt pay out for me this time.
Instead we put out 30-days of mediocre content.
The kicker?
The clientโs team also edited the s*** out of it, and it was hardly reflective of the content we wanted to publish.
Long story short โ> client churned in 2 months.
Now โ new clients are required to go through our proprietary onboarding process and do things our way.
Because it works.
Say yes, less.
Marcos
P.S. If youโre an old subscriber โ these emails are now going to be daily insights into how we scale clients on ๐ and Linkedin โ like how gained 64,000+ followers on ๐ last month.
Stick around if thatโs interesting to you. If not, please unsubscribe!
Cheers.
