The Marketing Round-up on Wednesdays. The Genius Take on Sundays. No filler, no recycled thread, and nothing you could have got from the same five accounts everyone else reads.
What actually moved in marketing this week, and what it means for a coaching business.
One idea, worked all the way through — the thinking behind how we build businesses.
That sentence is the whole editorial position. Fifteen-plus years of doing this has convinced us the leverage isn't in better persuasion — it's in understanding identity well enough that persuasion stops being the job.
It's to help someone become the kind of person who wants what you sell. That's a different craft than persuasion, and almost nobody teaches it.
A hook that worked for someone else's audience, in someone else's market, at a different level of sophistication. Copy the tactic and you inherit none of the reasoning.
Identity, values, timing, and what someone already believes about themselves. Get that right and the tactics mostly pick themselves.
Not a content operation. Everything in the newsletter is something we're doing, testing, or getting wrong in Measurable Genius itself — which is why it's specific instead of general.
Alexander studied under Dr. John Demartini and has spent 17+ years working directly with owners. The behavioural material isn't borrowed — it's the same method behind how we coach.
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