...and when I write it out, you might be like "Yeah I knew that already" and then go about your day and not give it a second thought.

But I invite you to stop and really think about what I'm going to say, because I have a HUGE dataset to pull from with 100+ clients and if I could name one thing that kills momentum more than anything else, you'd want to know right? That way you can avoid it, or at least recognize it when you're in it.

I figured the answer to that question is yes.

So...

Here it is.... Expectations.

Mismanaged expectations kill momentum faster than anything else.

And here are all the mismanaged expectations I've been coming up against in client work.

• "Conversion rates should stay steady week over week."
• "People should buy on my first run through (or 5)."
• "Ads should not fatigue so fast."
• "20% of people showing up is bad."
• "Why did no one buy (when 3% of people did buy)?"
• "It worked so much better in 2022."
• "Free stuff shouldn't take me this much work."
• "If I'm hitting benchmarks my ROAS should be positive."
• "Disappointed that I only got one 25k client from my paid workshop and I spent $10k on ads"
• "My tone of voice and cadence doesn't make much difference in conversion - it's the deck or the offer."
• "My funnel isn't profitable and it should be even though I'm not giving it new ads each week."
• "I should be able to hit $1m easily when I'm at $250k now."

I cannot express to you HOW IMPORTANT it is to set realistic expectations for what you're doing in business. It's hard enough growing online, you don't need an unrealistic goal line added to the mix. You'll spend 80% of your mental energy either feeling bad about not reaching it right away, making unnecessary changes that cost time and money, or falling prey to shiny object marketers who promise the next quick win.

I say all of this and some of you may have heard it a million times before, but honestly and truly - I ask you to take inventory of what expectations you're carrying that you might not realize, are completely unrealistic.

In fact... I'd like to know. I'll be sure to keep it anonymous. If you're carrying a disappointing result or frustration, tell me what it is and what you expected. I'll do a follow up to this email in either a podcast, email, or reel based on the responses.

Hit reply and tell me...

"I'm disappointed that ____________________ and I expected that _____________________."

xx Julie