Hey, Reader,

Welcome to my Summer Mixtape series—where each week we're dusting off an old-school business principle and looking at how it still works in a noisy world full of AI, templates, and automation where everybody is an expert.

Track 01: Everybody talks​

Track 02: Wannabe​

Track 03: I want it that way​

Track 04: I'll be there for you​

This week:

Track 05: That's what friends are for

My pre-internet business lesson for today is this: The best businesses have ALWAYS been built on trust. The internet just changed where that trust gets built.

A referral may introduce you. But these days, people will look for evidence before they make a decision. Trust used to travel primarily through word of mouth. Now word of mouth gets someone to your door — and the internet helps them decide whether to knock.

1995: “My neighbor recommended you.”

2026: “My friend recommended you, so I Googled you, read six reviews, looked at your website, checked your Instagram, read your About page, looked at examples of your work, and THEN contacted you.”

Your customers are doing their homework on you. They're looking for little pieces of evidence:

• Does this person know what they're doing?
• Have they helped someone like me?
• Did that person actually get the outcome I want?
• What is it like to work with them?
• Can I trust them with my money/time/business?

You probably already have the answers.

They're just... sitting in your inbox, in the comments, in a text... They're in the same client that has hired you four times. In your process you spent so much time refining. Your happy clients might genuinely be your best marketing team. You just have to give them the microphone. That's what friends are for.

I dusted off one of my older trainings, gave it a very overdue makeover, and I'm giving it to you free this week. Scroll down to get The Testimonial Toolkit for my favorite price, $0.00.

As always, if you ever want to chat more about this, as with all my letters, just hit reply. I'll be right here waiting for you 🎵

​MADE IN PARADISE​ branding, copy and web design

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🎟️ BACKSTAGE PASS

Something I didn't expect happened while writing this series... Every week I've been introducing another piece of my process, and somewhere along the way I went from building newsletters to rebuilding my entire business.

​BRAND WEEK​
​COPY WEEK
And now... WEBSITE WEEK.​

I guess this accidentally turned into a launch.

So let's celebrate with code MIXTAPE20 to save 20% on any 1:1 service or digital product featured during the Summer Mixtape series. Yes, ANY.
​
​Even on my DIY signature offers: the Brand Kit + the Offer Architect.

BONUS TRACK

🔨 TOOL TIME: The Testimonial Toolkit — The questions, emails, Google Form template + system you need to turn happy clients into the proof your future clients are looking for.
🎧 NOW PLAYING: the Game podcast by Alex Hormozi
🎬 REWIND: Audit your website - a free guide​
🎵 NEXT TRACK: Don't you (forget about me)​
📼 FOUND IN THE TAPE DECK: