Specificity in your marketing leads to increased conversions
From the inbox: Past editions of my monthly newsletter, The Clarity Report. Subscribe here if you’d like to receive this monthly dose of marketing insights, strategy breakdowns, and bite-sized nuggets to help you get at least 1% better at marketing.
Issue 003 TL;DR
→ Long-winded girlies: You going to love this Threads update
→ Three articles worth reading (including how to get cited by AI + 2025’s top-performing content formats)
→ How specificity = 💰💰💰
→ A peek at some big things happening in my world
→ A quick breakdown on when (and where) to get granular with UTM tracking
The Marketing Insight
Threads just dropped text attachments
You can now post longer-form posts (up to 10,000 characters!) that don’t require you to break up your thoughts into a multi-part thread or share a screenshot of your Notes app. 🤯
I haven't seen a ton of people using it just yet, but I think it has a lot of potential—especially if you’re a long-winded girlie sharing high-value info.
Here’s what I’m loving about it:
→ It encourages depth without killing scrollability
→ It makes your content feel bonus-level valuable
→ It lets you experiment with long-form without needing to publish a whole blog
Here are a couple of ideas that I'm planning on using it for in my own content strategy (and you can totally steal for yourself too!):
📌 Add a case study to back up a bold take
📑 Share an excerpt from a blog or article to tease deeper content
📊 Drop a mini report, recap, or insight round-up
💬 Layer in behind-the-scenes context or lessons learned from a recent launch or campaign
If you’ve got ideas that deserve more than 500 characters, this is your cue to try it!
The Scroll
Quick-hit insights and must-reads to keep your strategy sharp.
Best Content Format on Social Platforms in 2025
Buffer analyzed millions of posts from Instagram, TikTok, LinkedIn, Facebook, Threads, and X to find out which content format performs best. Spoiler: It’s not always video 🫢
(And because we need this disclaimer: This doesn’t mean only start sharing posts in these formats. They all have different purposes and a strategic mix will actually provide the best results!)
Getting Cited in LLMs: A Guide to LLM Seeding
It’s not enough to just have AI pull content from your site. You actually want LLMs to cite your content (aka link to you or mention you) and that’s where seeding comes in. This article walks you through everything you need to know to help you show up in LLM search (and even how to track performance)!
Turning Negatives Into Growth: 5 Brand Strategies
No one wants to deal with negative feedback or bad press—but how you respond can actually become a growth driver. This article breaks down five smart strategies brands can use to turn criticism into connection (and maybe even conversion).
What’s Working in Marketing Right Now
Specificity = 🤑🤑🤑
Specificity builds clarity and trust and when people understand exactly what they’re getting and the value, it’s easier for them to justify the purchase—and act quickly.
But sometimes you have to go just one layer deeper in your specificity.
One of my clients ran a big promo in September. We were pacing well—but still wanted to maximize conversions.
So we dug a little deeper in our specificity and instead of just saying “60% off,” we showed the actual price drop (think $100 → $40) and called out exactly what was included—like “120 texts” instead of “a full bundle.”
This led to really strong CTRs the rest of the promotion (seriously we averaged 3% for this promo compared to last year's .74%!), helped us continue to pace really well, and finish the promotion strong!
From My Corner
Here’s what I’m playing with in my own business right now:
We’re officially selling Bright Beta Co! 🥳 This is the first time in my 15+ years and 8 businesses that I’m selling one of them and I am SO excited! We found the perfect buyer and I can’t wait to see what she does with BBCo. in the future. 2026 preorders just opened too!
Custom GPTs are still in development. I really want them to respond the way I would, which is taking a littleeee longer than I expected but OMG you guys are going to LOVE them. They’re so good!
On October 9th, I’m going to be a guest expert in Morgan Specht’s Six Figure Brand Society talking about how to identify (and fix) the gaps in your marketing. This is actually open to anyone that wants to join. Registration link coming soon!
Inbox SOS
Q: Do we really need a different UTM code for every single link? Like, does it matter which YouTube video or Facebook post someone came from—or is it enough to just know the platform?
A: I typically tell my clients, the more granular your tracking, the better your insights. But as always there’s nuance 👇
✓ For evergreen content like blog posts, it’s smart to tag each individual piece so you can see what’s driving traffic over time.
✓ For YouTube, adding something like the video title or date to your UTM makes it easy to see which videos are actually moving the needle.
✓ For social, going post-by-post can get overwhelming fast—so I usually recommend keeping it simple unless you’re running a major campaign (like a launch or promo). In that case, use UTM variations to track performance across each platform and content type.
And yes, if you're revamping evergreen funnels or trying new email strategies, start adding UTMs to those emails too. It’ll help you spot what’s actually working—not just guess based on clicks.
Bottom line: Your UTMs should match the level of detail you're hoping to track.
Need help figuring out what’s actually working in your marketing? That’s my thing. 👉 Book a Strategy Session or Explore Other Ways to Work Together
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