☕I Put a Protein Shake in My Coffee. Hear Me Out.
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.
So the other morning, feeling the pressure to “up my intake” like I’m training for the Protein Olympics, I did what any tired, efficient adult would do:
I mixed my ready-to-drink protein shake into my coffee.
Was it delicious?
Not exactly.
Was it efficient?
Annoyingly, yes.
And as I stood there drinking my beige little cup of productivity, I realized something:
This is what I want you to do with your marketing.
Not “make it taste like protein.”
But combine what you're already doing so it pulls double duty.
Do less “separate marketing.”
The newsletter is one thing.
Instagram is another thing.
Your website is another thing.
Your sales calls are another thing.
Your “content” is another thing.
You keep feeding each one like it’s a different pet.
But what this actually looks like:
You’re creating parallel marketing universes that never talk to each other.
You write a great email… and then start from scratch for social.
You answer the same client question for the 900th time… and somehow it never becomes content.
You post “tips” on Instagram… but they never make an appearance on your website.
This is fragmentation, my friends.
When your marketing lives in separate little boxes, you end up with:
inconsistent messaging
repeated effort
scattered proof
and a vague sense of “I’m doing a lot and somehow nothing is landing.”
Also? Your audience can feel it.
Not in a “they’re judging you” way. In a “I’m not sure what you actually do” way.
And that’s the killer: you can be visible and still not be clear.
Do better by looking for more overlap.
The good news: One solid idea can do multiple jobs.
Here are 2 high-level ways to test this theory:
1) Build one “anchor” per week
Pick one main thing: a story, an opinion, a client question, a product benefit, a lesson you learned.
That anchor can become:
an email
a couple social posts
a website tweak
a sales talking point
Same idea. Different outfits. One brain effort.
A Step Further: When you’re ready to take things to the next level, build one longer “anchor” piece (an email, blog, or video) and repurpose it across your channels. I’ll dig into exactly how to do that — and how to use AI to make the repurposing part way easier — in the next blog post.
2) Turn repeat questions into repeat assets
If you’re answering the same thing in DMs, sales calls, or consults, that’s a giant neon sign telling you what content to make!
One good answer can become:
an FAQ section on your site
a pinned IG post
a Google Ads campaign
a saved reply template
a slide in your pitch deck
This is how you stop retyping your marketing with your thumbs at 9:47 pm.
When your marketing overlaps on purpose, you get traction without feeling like you’re constantly starting over.
If you feel like you’re doing “all the marketing” and it still feels weirdly inefficient, you’re not imagining it.
This week, try an experiment: pick one thing you’re currently doing separately and ask, “Where else should this live?”
