This can't wait until January
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Hey Reader, I normally wouldn't send an email the week of Christmas. This is the time for slowing down. Drinking eggnog, eating unreasonable amounts of cheese, and curling up under a blanket watching The Muppets Christmas Carol, Violent Night, or It's a Wonderful Life (I've got range when it comes to Christmas movies). But something's been sitting heavy on my heart, and I couldn't shake the feeling that if I didn't say it now, it would turn into one more thing people carry into the new year. So here it is: There's a massive difference between selling to other online business owners and selling to people outside that world. And almost all the marketing and sales advice you've been following pretends that difference doesn't exist. If you're selling to other online businesses—coaches, course creators, digital entrepreneurs—a lot of the usual tactics make sense. Lead magnets. Launches. Masterclasses. Group programs. Automated funnels. That's the ecosystem they live in. They understand it. They expect it. But if you're selling to corporate decision-makers, established professionals, or consumers with real problems? People who wouldn't know a lead magnet if it bit them in the butt. That whole model works against you. Because those buyers don't understand why they need to join a masterclass, sit through a 90-minute webinar, or opt into your funnel just to talk to you. They want to feel like you deeply understand their problem. They want to trust that you have a real solution. When those worlds get mixed up, you end up spending months on launches, automations, and elaborate marketing rituals that your buyers were never going to respond to in the first place. This is why I need to talk about the online business bubble. If your buyers live outside of it—if they're professionals, teams, consumers who don't speak "online business"—you need a radically different approach. One built on relationships, trust, and messaging that makes sense to people who don't care about your funnel. I'll be talking a lot more about this in the new year. Because once you see the difference between selling inside the online business world and selling outside of it, you can't unsee it. And it changes everything about how you market. I usually wouldn't send an email the week of Christmas. But if it brings even a little clarity—or permission to stop doing marketing that was never meant for you—it felt worth sending. Wishing you a Happy Holiday, a Merry Christmas, and a joyful escape from the online business bubble. Michelle P.S. If this resonates, hit reply and let me know. I'm already planning content for January about what real-world marketing actually looks like—and I'd love to know what questions you have.
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