The Maker Letter · 23 February 2025

lemme think about it 🫠

This week I’ve been truly digging into my past.

Because the business I had built was built entirely wrong.

And it took a while. Now one of the main Modern Maker principles we teach, is writing to shift beliefs.

And when you write to 1 audience, they start to feel seen.

So if you’ve noticed Maker, this entire week I’ve been writing to myself from 3-4 years ago.

Why?

Because the problems younger Jacob went through, resonate with my exact avatar (a coach) today.

So here we go again, let's rewind:

Another discovery call. Another hour gone. Another "I'll get back to you."

I used to block out 15 hours a week. Just for sales calls.

My calendar was full. My client book wasn't.

Objections came in like hot cakes:

"I need to talk to my spouse."
"It's too expensive"

One Friday, I counted:

12 calls that week.
1 new client.
15 "follow-up" tasks.

Something wasn't working.

I reviewed my content. Then my calendar. Then my DMs.

The pattern was clear:

My content was attracting people who needed convincing. Not people ready to invest.

So I flipped the script (and almost flipped the table).

Started writing for people who were done with free workshops.
Ready for real transformation. Tired of piecing together advice.

And results started coming through the door.

Even with an audience that was half the size of some of the big boys n' gals out there.

Sales calls are a symptom. Your content is the cure.

And yes, DMs work. But to introverts like myself, who prefer to write and get inbound leads, this focuses a lot more on alignment than “strategy”.

That’s why I put together The Dog Whistle Content Strategy.

Because when you allow for the content to pre-sell your audience, then sales calls aren’t needed.

But we do need some minimal interaction to close high ticket clients.

That’s why inside you'll find my DM-to-sale method that helped me close premium clients without ever getting on a call.

It’s available for another 48 hours before the doors close:

Power to you,

Jacob ‘preselling’ Pegs