Hey Reader,

I’m gonna turn the tables a bit and share something I struggle with in my business.

I am notorious for overcomplicating things.

There are a lot of reasons I do this. But the one I'm focusing on today is what happens when I take on a client who's not the best fit for me.

I put in “additional screening” to ensure it doesn’t happen again.

This looks like...getting more information, longer consult calls, extra research. (Yes, hours of unpaid time all before the potential client has even agreed to work with me.)

The issue, though, wasn't more information.

It was ignoring the quiet voice, present from the very first inquiry email, that tapped me on the shoulder and said, "This isn't your ideal client, hon."

Yet, like most women raised in the intuition-squashing patriarchy, I write this *nudge* off as imposter syndrome or bad Chipotle leftovers.

Are you guilty of this, too?

But wait, there's more...

Over-engineering my inquiry process to prevent myself from making a bad decision was actually hurting my business.

*Cut to scene* 🎬

How to Lose a Client in 10 Days (or Seconds)

When you engineer your inquiry process to try to prevent mistakes and only screen out poor-fit clients, you make it exponentially HARDER for ideal clients to start the work with you.

As they complete the poorly-formatted mobile form or search for the elusive 20-min consult spot that doesn’t conflict with their kid’s karate practice, they lose motivation.

“I’ll come back to this later,” they say.

But they never do.

Animated GIF of a woman standing outside at night wearing a yellow dress, speaking emphatically. White subtitle text across the bottom reads, “You can’t lose something you never had.”

I couldn't unsee this.

So, I did two things, almost immediately, to allow less friction for ideal clients and save my intuition muscle for the scenarios it's actually needed. (h/t to Kendall Cherry, who pointed out my issue like a true Projector. IYKYK.)

1) My Private Practice: I built a confidential pre-screener in my EHR, where prospective clients agree to my rates, schedule, and approach before an email even hits my inbox. No live calls or gut-checks unless logistics are a fit. Time saved for all involved.

2) My Copywriting Services: I replaced a live discovery call with a detailed, intentionally-designed form. Once you submit the form, you get a proposal with scope, cost, and timeline within 3-4 days. No call required, unless you request it. Yes, vibes are important, but you're hiring me for my sales copywriting chops and need to ensure logistic lines up first.

Why does this matter?

2026 is moving fast.

I don’t believe faster is better. But I know the ease always leads.

Meaningfully, I predict that small business owners who:

⚙️ Over- or under-engineer their inquiry processes

🔍 Lack of clarity in their positioning + core message

💸 Build offers that aren’t clearly tied to a real, felt outcome

🤖 Use generic, AI-obvious copy that speaks to everyone

🗣️ Email subscribers only when they want to sell something

…will see a drop in inquiries this year (if they haven't already).

Meanwhile, those who remove friction from every step of their customers’ journey will:

A) See the real issue in their sales ecosystem, like outdated copy, a clunky welcome sequence, mismatched offer structure, or inconsistent marketing.

B) Save significant time for themselves and their clients, building trust from the first click and a reputation for ease.

The urge to overdo, overcomplicate, overthink, and over-engineer our businesses is real.

Strategy matters. So does being gentle with yourself. 💚

What feels harder than it needs to in your business right now?

I want to hear it—big or small—no matter your stage of growth, services, or industry.

💙 Ari

P.S. Another way that you can reduce friction for your ideal client is by having sharp messaging + crystal clear copy on anything that is client-facing: your website, sales pages, onboarding emails, or newsletters.

When clients know exactly who you serve – what concrete outcomes you can offer them – they feel more confident taking the next step. Poor-fit clients will naturally self-select out.

Here’s how to work with me this year to ensure your words are singing to your ideal clients like a siren song: 🧜🏼‍♀️

💻 Website/Sales Copy – Sounds-like-you copy that connects + converts

💌 Newsletter Content – Nurture your list + build anticipation for launches

📬 Email Strategy Intensives – Map email into your bigger sales picture

☀️ Welcome Sequence – Make a strong first impression from day 1

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