I’m in my 40s and apparently that means I’ve entered my “Protein Era.”

All of a sudden the world is yelling (politely, but constantly) that I need more of it. Protein cereal. Protein noodles. Protein Pop-Tarts. Protein Eggos. At this point I’m surprised my toothpaste isn’t “20g protein per minty swirl.”

None of this shocks me. I worked as Marketing Manager at Merit Functional Foods back in 2021. We saw the wave coming.

I launched my new website, which sounds glamorous until you realize it was mostly just me whisper-fighting with sentence structure and offers at 11:47 p.m.

I was in the final stretch - swapping headlines, tightening my offers, deleting half the words I wrote in a moment of weakness, when I felt the familiar itch:

“Okay… but will this rank on Google?”

I got tired of explaining Custom GPTs with words.

So I made one for people to test drive.

Meet my beta GPT: The Do Less Marketing Coach — a personal marketing strategist for burnt-out brands who want to do less marketing with better results.

When I sat down to build my first newsletter I told myself, Keep it simple.

Which is hilarious, because apparently I’m not built for “simple.”

I wrote the email. Great.
Then I did the responsible setup stuff: imported contacts, cleaned up the list, added first and last names so things would look polished, personal, and perfect.

Then I hit send feeling very “adult marketer who has her s**t together.”

And then I noticed it.

I love you, but we need to talk.

If your marketing sounds like it could be for anyone, it will land with no one.

This is where most business owners get stuck, because being specific feels like closing doors. It feels risky. Like you’re voluntarily shrinking your pool of potential customers when you’re already out here trying to keep the lights on… and your nervous system regulated (very trendy right now).