I’m so glad you’re here.
Most marketing newsletters start by shouting "crush your goals." But if you’re like most of the business owners I work with, you’re already doing plenty of "crushing"—and it can be exhausting.
In her book I Feel You, Cris Beam writes that the most profound gift we can give someone is "the sense of being seen and understood without judgment" (Beam 114). That is exactly how I want you to feel every time an email from me hits your inbox.
Why this newsletter exists
I have a very lofty goal! One that has every business owner (or aspiring business owner) to have a Marketing Plan. Even if it is written on a napkin. Most marketing plans fail because they are built for the customer you had last year, not the one standing in front of you today. Beam argues that empathy requires us to "stay with someone in their discomfort "(Beam 87).
The Hack: Every 90 days, discard your assumptions. Instead of asking "How do I sell more?", ask "What is the new weight my audience is carrying?"
The Insight: Relevancy isn't about being trendy; it’s about being timely. If your marketing plan doesn't pivot when your audience's stressors pivot, you become noise.
Goal Setting as "Shared Vulnerability"
In business, we often set goals in a vacuum. However, Beam suggests that true connection comes from "shared vulnerability" (Beam 42).
The Hack: Share the "Why" behind your business pivots. If you are changing your service model or your newsletter frequency, explain the human reason behind it.
The Insight: When you show the "seams" of your business, you invite your audience to grow with you. This creates brand intimacy, which is much harder to disrupt than a mere transactional preference.
To your growth (and your peace of mind),
Yasenny Camejo Marketing Consultant & Small Business Owner
The Reality Re-Sync Hack
01. Relevancy is timeliness, not trendiness. Stop solving last year’s problems.
02. Audit your "ideal client" profile every 90 days. What is their new source of stress?
The "Open-Ended" Micro-Survey
Instead of a 20-question survey, send a single-question email. Cris Beam emphasizes that empathy is the "ability to stay with someone" (Beam 87). By asking one deep question, you create a space for them to speak without the stress of a "task."
The Question: "If you could wave a magic wand and remove one recurring headache from your workday this week, what would it be?"
Why it works: It forces the client to identify the feeling of stress rather than a technical requirement.
2. Radical Listening in "Discovery Calls"
In business, we often listen for "buying signals." Empathy-driven businesses listen for "sighs." Beam notes that "true understanding requires us to look at the person behind the professional role" (Beam 225).
The Tactic: During your next few calls, pay attention to where the client’s tone shifts. Are they talking faster when discussing social media? Do they sigh when you mention "content calendars"?
The Follow-up: "I noticed your energy changed when we talked about [Topic]. Is that where the most pressure is coming from right now?"
3. The "Shadowing" Technique
Sometimes clients are so stressed they can't even name the source. They are "in the discomfort" but can't see the exit (Beam 87).
The Tactic: Ask a long-term client if you can record a 15-minute "Screen Share" of them performing a task related to your services (e.g., setting up an email blast).
What to look for: Watch for the "tab-switching" fatigue. If they have 40 tabs open, their stress isn't your service; their stress is context-switching.
4. Community "Pulse" Monitoring
Relevancy is an "active bridge" (Beam 42). You find the stress by going where they vent, not where they perform.
The Tactic: Spend 20 minutes a week in the niche forums or Slack communities where your clients hang out. Look for phrases like "Does anyone else feel..." or "I'm struggling to keep up with..."
The Insight: This allows you to see the collective stressor of an industry before it even hits your specific inbox.
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Coming Soon
The AI Marketing Report at the end of the month! Stay tuned.