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The email marketing myths everyone debunks are the wrong ones. The real problem is that most advice was written for businesses selling products — not services. Here’s what actually changes when you get the frame right.

You can spend months building traffic. Write the content, earn the rankings, pay for the ads, optimise the landing pages. A visitor who made it to your contact form has already done most of the work. They found you, read enough to be interested, and decided to reach out. That is not easy to achieve. It takes time and money to get someone to that point.

I have been having the same conversation for about fifteen years. A business owner calls, tells me their website is outdated, they need a full redesign, they have a rough budget in mind, and they want to talk timelines. And somewhere in the first twenty minutes, I ask whether they have looked at their analytics recently. The answer is almost always no.

The most common reason website problems go unaddressed for years is that nobody with authority over the budget ever experiences them firsthand. The person signing off on the marketing spend is checking the site from a fast desktop computer on a reliable office network. Everything looks fine. The forms are there. The pages load. The phone number is visible. From where they’re sitting, there is no problem.

I’ve been running planning sessions with B2B clients for years now, and a pattern has settled into something almost predictable. Someone books a session. We pull up the site together. Within twenty minutes, we find something that’s been broken or quietly degrading for months. The client looks at it. Then they look at me. Then they say some version of “I had no idea.”

This year has been really rough! As I sit here at the end of August, settling into phase 3 in Singapore, I thought it would be a good time to reflect on all the good that has happened so far. In the past couple of months, I’ve really struggled to stay positive and that it’s…