More posts. More stages. More podcasts.

Another funnel. Another launch. Another round of ads to strangers.

Meta's average price per ad rose 12% in a single year.¹

The effort kept going up. The results didn't.

Instagram reach fell 14% in a single year.²

And the people who sold the playbook have no reason to retire it.

Agencies bill by the post. Platforms need more posting. The launch model needs another launch.

Covid moved everybody online. Then AI flooded it.

Nearly three out of four new web pages now contain AI-written content.³

When everybody has content, content stops being the edge.

The posts were never the thing. The people were.

I was cast on The Trust, a Netflix reality series. Seven of eight episodes.

The show brought me zero clients. I wasn't surprised.

I turned it into hundreds of thousands of dollars.

More than half of consumers say they're less likely to buy from brands they know use AI to make their social content.⁴

January 2026. His reason: they create experiences "people plan their weeks around."⁵

By 2028, digital fatigue pushes CMOs to put 70% of their budgets into offline channels.⁶

Nearly 70% of B2B event teams are running fewer events. Most are adding rooms under 200 people.⁷

Marketing isn't a stage. It's a networking event.

Nobody wins a networking event by shouting at strangers. You find people worth talking to. You actually talk. Then you invite them into the next conversation.

Your feed. Your inbox. Your stage. Your podcast. Your past clients. It's all one room.

Sixty-one conversations started. None finished.

Before you meet sixty-one more people, finish with the sixty-one you've already met.

I once watched a guy brag about his $60K funnel.

It wasn't a funnel. It was a call center. A room full of people calling every single name that came in.

He never mentioned the phones.

Premium clients on repeat come from three things.

1. 01Your positioning.Exactly who your premium client is, and what to say so they come to you.
2. 02Your Trigger.The moment someone stops watching you and starts talking to you.
3. 03Your follow-up.You stay human, AI does the remembering, and every conversation keeps moving toward a yes.

When all three work together, premium clients come in on repeat. More time, more money, more freedom and more impact.

A Trigger is a recurring, scheduled reason for someone to start a conversation with you.

A masterclass. An article featuring people you want to know. An interview series with guests.

Each one gives the people who know you a reason to come closer, and brings in people who've never met you.

I run one every month. It's the most important thing on my calendar. Run more than one and they feed each other.

It's only a Trigger if it passes four tests.

1. 1It runs on a schedule. Not when you feel like it.
2. 2It moves a named person. Not an audience.
3. 3It gives you a real reason to reach out.
4. 4It produces the same four numbers every round, so you can compare them.

A newsletter reaches a list, not a named person. A lead magnet gets you noticed. A Trigger gets you a conversation.

Every round, track the same four numbers. How many you invited. How many said yes. How many showed up. How many took the next step.

Round two beats round one because you can see where it leaked. A few rounds in, you know exactly what works.

The comment that didn't get answered. The follow-up that slipped. The person who said "not yet" in March and never heard back.

Only 3% of marketing teams answer a new lead within five minutes. Almost a third take a day or more.⁸

Nobody can remember everyone. No team can either.

AI made content cheap. Let it make remembering cheap too.

I built an AI relationship strategist for my clients first. Then I turned it on myself.

It tells you who to reach today, what you talked about last, and drafts the message. You stay in control. It never sends on its own.

They know your name. They remember what you said last time. They invite you to things. Specifically you.

73% of business decision-makers trust insights from peers most. Social media: 36%.⁹

In August I ran a one-day room in Vegas. I spent almost $10K on ads to fill it. 59 people registered.

Five people bought in, for an AI product I hadn't launched yet.

Four of those five came from people I already knew. One was our old nanny. We hadn't talked in ten years.

I see the same thing with my clients.

Heather was already a multi-six-figure coach. Five weeks into my system, she brought in nearly $40,000 in a single day.

From one Zoom masterclass. No ads. A few Instagram stories and a couple of emails to people who already knew her.

Every launch starts from zero. Every relationship starts from where you left it.

1. 01Content is cheap. Trust isn't.Anyone can post. Not everyone gets believed.
2. 02Know who you're for.Positioning first. Everything else follows.
3. 03Network. Don't broadcast.Every channel is a room full of people. Talk to them.
4. 04Followers are rented. Names are owned.A comment is a person. Learn the name. Write it down.
5. 05Run a Trigger every month.Put the next round on the calendar.
6. 06Finish the conversation.Answer every new name the same day.
7. 07Count conversations, not likes.Same four numbers, every round.
8. 08Automate the remembering. Never the relationship.A bot pretending to be you is still a bot.
9. 09Relationships compound. Everything else resets.Every round, you keep the people.

Founder of The BAM Agency. Best-selling author of The Unlaunch Method. International speaker.

Featured on Netflix, FOX, ABC, CBS, Elle and Business Insider.

The credentials aren't the point. The point is what I've watched work, round after round, for coaches, consultants, speakers and agents.

I run a Trigger every month. I built the AI that remembers everyone who comes through it. I use both in my own business every day.