Hi Reader,

Quick catch-up: We opened the courses last Thursday and all 27 welcome kits were gone in under four hours. I had a whole plan for how I’d announce the final kits for the public launch and there were none left😭 INSANE.

The other thing I can’t stop thinking about this week is the great lock-in.

I posted my own version called the great founder lock-in, but basically the whole internet has decided to lean hard into hustling from Oct-Dec in an attempt to end the year strong and start the new one on a great note. I personally love it because I've been doing the great lock-in before it was even called that since college. I plan my year on a quarterly basis, so to me Q4 holds just as much weight as Q1. It's crucial to how I'm able to move with so much speed.

So here’s what I’d lock in if I were you, and it’s not what you think.

I’ve analyzed A LOT of agency and creator feeds this year and my general take is that the content is pretty good. It's high quality, useful, well edited, people are developing their own styles (largely due to consumer fatigue when everything was looking the exact same on socials).

We're in an era where people are putting more effort into their content, but something I still notice that's lacking is the connection between attention and conversion. You see and save a post, but then go to their page and have no idea whether this person is taking clients, what they’d charge, or how you’d even ask. It's the equivalent of having the lights on and no sign on the door.

I'm going to be brutally honest for a sec...

1. Your posts are all doing the same job. The ratio I run is 40% authority, 40% connection, 20% conversion. Authority is the hot takes and the breakdowns, the stuff that makes someone think “this person knows things.” Connection is the behind the scenes, the founder story, the human part, the stuff that makes someone think “I like her.” Conversion is the case study, the result, the “here’s how to work with me.” Most people lean way too much into hard selling or the opposite where all they post are fluff and vlogs.
2. The 20% conversion content is the part you’re either skipping or doing wrong. To some, pitching feels icky. To others, they have no problem with it, but they're not doing it in an effective way. They're just posting a carousel saying "now taking on clients" with a list of their services.
3. You need to be posting about the industry you want more of. Every time I post about a specific industry, I see inquiries from brands in that industry almost immediately. You want to think three steps ahead for every piece of content: Who is this going to attract → are these clients I want to work with → how do I structure the content to make them want to hire me
4. Prioritize saves and shares, not likes. A save means someone wants to come back to it and a share means they want their people to see it. A like is a REFLEX. If you’re measuring the wrong one you’ll keep making the wrong thing.

Of course I'm not just going to tell you all of this and leave you hanging, so I'm giving you our Inbound Content Calendar Worksheet from Course 05 of The Agency Playbook: the three categories, a 30-day calendar with the cadence already mapped, a hook library for each one, and the monthly review questions I actually sit down with. No opt-in, no form, nothing to fill in first.

​GET THE WORKSHEET HERE​

If you already have our Content Calendar Template, this is the strategy that sits above it. Different tool, same system. And if this is the quarter your content finally starts bringing people to you instead of just impressing them, that’s Course 05 of the series, and founding pricing is on until tomorrow at 11:59pm CT.

​SEE THE COURSES HERE​

P.S. The Christy tip in that worksheet is a real thing that happened. I posted one industry breakdown and had 10 inquiries from that exact industry in the same week. I didn't do it intentionally at the time, but I have planned it every month since.

Okay, now a question for you: what industry do you want more of? Reply and tell me! My hunch is most of you already know and have just never posted it 👀

​
​Christy Lee ​
Founder, Seventh House Marketing​

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