Hi, it’s Caitlin.
I started this newsletter because too often I’m brought in at the end of a project, when the pressure’s high and the timeline’s short. The question is always the same: “Can you run some ads and fix it?”
That’s band-aid marketing.
And it doesn’t work.
If you don’t know your audience, haven’t set up the basics, and don’t have a plan for what happens after the campaign, ads won’t save you. They might paper over the cracks for a week, but you’re left with the same problems – just lighter on budget.
It’s why I’ve made strategy a non-negotiable. Context matters. If I don’t know what you’re trying to build, what’s already in place, and what the next step is meant to be, there’s no way for me to determine my value – and no way for you to measure whether this worked.
That’s why this newsletter exists: as a resource for the people who aren’t set up to have me (or anyone) at the very start of their project. Each issue is about building the groundwork – the systems, frameworks, and habits – so you don’t end up needing band-aids later.
Because when you’ve got that in place, paid ads and marketing campaigns don’t feel like a last-ditch effort. They feel like fuel for something already moving.
Yours in ripping off the band-aids,
Caitlin xx