I've been busy 😵

I’m probably the most consistent person you’ll ever meet— for example I’ve eaten chicken and rice 2-3x a day for a solid 7 years straight (yes, I’m that boring).

But I haven’t published a newsletter in two weeks, and haven’t uploaded a video in a month even though I know I should.

Why? Because I’ve been busy as hell:

First of all, the education company I’m a partner in has a new course that drops today. We’ll sell a lot of these at $349 each so it’ll be worth the effort, but it’s a big lift.

But the biggest thing is that I’ve been moving to more of a fractional CMO role with my clients. I start out working with them on LinkedIn, and as I get to know their business more it naturally turns into more.

For example, we see that we’re getting some solid traffic from LinkedIn— but it could be converting better. So we give their landing pages an overhaul, and while we’re doing that we realize they could be getting a lot more search traffic. So we start making some SEO content… etc etc etc.

It’s a much better fit for me than “LinkedIn guy,” because I’m really a “full stack” marketer that’s done pretty much everything from paid media to influencer marketing to organic content and everything in between, and done it at a high level.

But it’s also a shtload of work.

Especially in the beginning when I’m digging into the nuances of their LinkedIn ad account or whatever to figure out where things are broken— and that’s why I haven’t made a video in a month.

Here’s the thing:

Consistency is extremely important. If you’re not consistent you’re basically guaranteed to fail.

But there are times when it’s just too much, and you just literally can’t do everything you want to do. You’re not being lazy or disorganized, you’re human.

This is when you have to start being brutal about prioritization. Focus on the things that actually matter, do them right, and let everything else drop.

It might feel bad— like you’re disappointing yourself— but 9 times of out of 10, something very interesting will happen: you’ll find out that a lot of the things you told yourself were super important, actually don’t matter at all.

Like I tell myself that I have to send a newsletter every week. But I missed two weeks, and guess what? Nothing changed.

Same for video. Sure, I’d like to make a video every week. But is anyone sitting in front of the LinkedIn app, refreshing it and cursing under their breath, “WTF Finn, where’s my new video?!”

Probably not. And if so, they should seek help.

→ My point:

Doing the RIGHT things is what gets results, not trying to do ALL the things.

Focus on what actually matters, and let everything else drop off.

PS - If you like my emails, reply to this and say hi! I don’t have any room for new clients right now so I have nothing to sell you, but I always like talking with people.