Hey {{First Name | Friend}}!

We are a week away from Q4.

I can already see the change across client accounts. More questions, more tech needs, and the fear that comes with increasing an ads budget or restarting Meta ads for the season.

If that is you, you are not alone.

Regardless of budget, audience size, or follower count, one thing is showing up across the board: sales are down. Revenue months are lower. And it is starts, especially as Q4 starts next week.

Some of you are wondering if it is even worth investing in advertising right now. I want to answer that directly. It is. But the way we think about it needs to shift.

If you are a business owner in the United States, you are feeling the pressure at the grocery store, at the gas pump, on your own household budget. Your customers are too. Clients have surveyed their customers and the answer keeps coming back the same: people are buying more affordable products and saving for the holidays. It is not that people stopped spending. It is that they are spending more carefully. I know I am too! 

Your business is not lost. It does not need saving. It needs adjusting. 

Which is why, starting today, I am restructuring how Beyond the Boost shows up in your inbox every week. Three sections, built for the operator running the whole business.

THE BOOST

The Meta ads play worth your attention this week.

AI 101 OF THE WEEK

One AI tool, info or workflow that supports your ads and marketing work. 

YOUR MOVE

One thing to try. One thing to reply about. 

Same voice. Tighter format. Less to read. More to use.

Let's start.

The drop in sales and engagement is real, and it's scary. I want to give you one specific move you can make this week that has been working.

Post only video for the next seven days. It can be 1 video a day, or 10+, your call. Switch static posts for video. 

I tested this recently with a client, and her sales increased by 25 percent in that window. 

Here is why it works. Video is still the best way to engage the audience you already have and reach new customers. When you commit to video only, the algorithm rewards you and your existing followers see you more often.

Focus the seven days on three types of content: behind the scenes, new products, and best sellers. Nothing more complex than that.

At the end of the week, look at the numbers. If you're on Shopify, the reports show you exactly what changed. Also check your DMs, new followers, and new subscribers. Sometimes the sales lift comes with a delay, and the engagement data is your leading indicator.