There’s a moment in every marketer’s life when Google Docs just doesn’t cut it. You’re juggling 19 tabs, 6 Slack messages, 3 ideas you forgot, and a big “WHAT EVEN IS MY STRATEGY” existential crisis.
Been there. Lived there. Decorated it.
When I started out building strategies for retail brands, I had zero access to fancy martech tools or a big fat agency team. Just notebooks, late nights, a knack for decoding customer behavior—and a little chaos. Okay, a lot of chaos.
But over time, I created a system. One I could fall back on when everything else felt like duct tape.
A way to build solid, scalable strategies—even if you’re a team of one.
Here’s the truth:
You don’t need a 6-figure marketing stack. You need clarity. Structure. And a damn good plan.
What My System Looks Like Today
Whether I’m crafting strategy for a global brand or helping a solo entrepreneur find their voice, the fundamentals rarely change. And the real magic? It lies in understanding these core layers:
Audience → Emotions → Action
Every successful strategy begins with knowing who you’re speaking to.
But it doesn’t stop there.
Great marketing digs deeper—into the emotions behind decisions. What does your audience feel when they encounter your message? Are you tapping into desire, frustration, curiosity?
Understanding this emotional layer helps you shape not just what you say, but how you say it. Action follows emotion. Always.
Content Pillars Over Content Chaos
A scattered message leads to a scattered audience.
Content pillars act as the spine of your brand narrative—anchoring your voice, message, and purpose. Instead of reacting to trends or algorithms, you’re building a presence that’s recognizable and reliable.
This isn’t about posting more. It’s about posting with meaning.
Beyond the Likes: What Engagement Really Means
Vanity metrics feel good—but they rarely tell the full story.
True engagement shows up in how your audience behaves, not just how they react.
Are they pausing to read? Saving your posts? Clicking through? Coming back for more?
These are the signs of resonance, not just reach.
These are the principles I’ve woven into my own strategy practice—and the reason I created the Marketing Strategy Notebook. Not to give you all the answers, but to help you ask the right questions.
The Game-Changer: My Marketing Strategy Notebook
(Soft sell moment incoming.)
I started designing my own Marketing Strategy Notebook—not because I had time (lol), but because I was sick of winging it.
Inside, you’ll find the same structure I use to:
- Map out campaign goals that don’t disappear in Trello purgatory
- Clarify messaging for products that aren’t selling (yet)
- Track engagement, pivot content, and grow consistently
→ Want a sneak peek? I’m sharing a few of my favorite worksheets for free.
Click here to grab your free starter pack and get on my insider list for future drops.
Real Talk for My Fellow Creators
If you’re burnt out trying to “figure out strategy” every single week, trust me—you’re not alone.
But this stuff can be simple, smart, and kinda fun (once you stop fighting your tools).
So whether you’re building your first brand or launching your 20th campaign—structure beats stress every time. And yes, a good notebook helps too 😉
PS:
If this resonated even a little, you’re my kind of people.
Grab the free worksheets here, try them out, and let me know how it goes. No spam, pinky promise. Just strategy tools that work IRL.
🖤 The print edition is coming soon (and it’s a beaut).
If you’re the kind of person who lives for structure, scribbles, and strategy,
you’ll want to be on the pre-booking list>https://forms.gle/9arbj6oDScZPQ2bt8
Shoe/Syrup/Sushi 
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