"Kerry, what AI tools are you using?" 

As much as I’d love to gatekeep these, I am getting asked almost once a day what AI tools are the best on the market right now. 

So, I thought I'd pull back the curtain. 

Not just the basic ones your nephew is even using, but the real programs I use in my business every single day, that have helped me make over 7-figures. 

1. Claude

If you've spent any time around me lately, you've probably heard me mention Claude. 

He’s basically my boyfriend at this point! 

I use Claude to brainstorm ideas, organise content, challenge my thinking, and help turn rough ideas into action being taken. 

No, it doesn't replace experience. 

But it does help me move a whole lot faster. 

2. Canva

Canva has quietly become one of the most powerful AI tools available to business owners. 

Most people think it's just a design platform. 

It's not. 

The AI features now help create graphics, presentations, social media content, lead magnets, and marketing assets in a fraction of the time. 

It's like having a designer sitting beside you without the invoice. 

3. CapCut

Video content is one of the fastest ways to build trust online. 

Editing video used to take forever. 

Now? 

Not so much. 

CapCut handles a lot of the heavy lifting, particularly when it comes to captions, editing, and getting content ready for social media. 

If you're creating videos and not using a tool like this, you're making life harder than it needs to be. 

4. HeyGen

This is where things start getting interesting. 

HeyGen is one of those tools that makes people stop and say: 

"Wait... AI can do THAT?" 

I'm not going to give away all my tricks here, but let's just say it opens up some very creative possibilities for video content. 

Particularly if you're looking to create more content without constantly being on camera. 

5. ElevenLabs

If you've been paying attention to AI, you've probably heard whispers about this one. 

ElevenLabs has completely changed what's possible with voice content. 

Podcasts. 

Videos. 

Training. 

Content creation. 

The technology is genuinely impressive. 

And we're only scratching the surface of what businesses will be able to do with it. 

6. Lumen5

One of the biggest challenges business owners face is repurposing content. 

You write a blog. 

Now what? 

Lumen5 helps transform written content into video content quickly and easily. 

Which means one piece of content can work a whole lot harder for you. 

I'm a big fan of anything that helps me get more mileage from work I've already done. 

The tools aren't the secret. 

The secret is knowing how to use them. 

I see people collecting AI subscriptions like they're Pokémon cards. 

If you’re fluffing around with 17 different programs, it will take you longer than doing it manually! 

Find the tools you will actually use, and get really good at leveraging them! 

The businesses getting results with AI aren't necessarily using more technology. 

They're simply using it more intentionally. 

If you need some more help with how to add superpowers to your marketing strategy using AI, check out my upcoming masterclass. 

Kerry x 

Every month, business owners ask me the same question: 

"What should I post on social media?" 

And every month I see people getting completely overwhelmed by content planning. 

They spend hours creating calendars. 

Researching trends. 

Overthinking captions. 

Then they end up posting... nothing. 

So, let's make this simple. 

If you only post five things this month, make them these. 

1. A Success Story

People don't buy because you tell them how great you are. 

They buy because they see proof. 

Share a client result. 

A customer win. 

A transformation. 

A lesson learned. 

A case study. 

The goal is simple: 

Help people see what's possible. 

If it was my business, instead of saying: 

"We help businesses generate leads." 

Say: 

"One of our clients generated 117 qualified leads in 24 hours after implementing a simple Facebook Ads strategy." 

Now people can picture the outcome. 

2. A Common Mistake

One of the fastest ways to build authority is to talk about the mistakes you see every day. 

If you run a pet food business, maybe that looks like: 

• “Don’t assumeall dog food is the same because the bag looks similar” 
• “Are you choosingdog food based on price instead of what's actually inside it?” 
• “Make sure you’re not feeding the same food throughout every stage of a dog'slife..” 
• “MYTH:itchy skin is "just normal" for your dog breed” 

People pay attention when they realise they're making a mistake they didn't even know existed. 

3. A Personal Story

People connect with people. 

Not logos. 

Not brands. 

Not polished corporate marketing. 

You don't have to share your deepest secrets. 

But let people see the human behind the business. 

A lesson you learned. 

A challenge you overcame. 

Something that happened this week. 

An experience with a client. 

Stories build trust faster than almost anything else. 

Face to camera works best for this one! 

4. A Trend You're Seeing

Go on Tik Tok or IG Reels and see what trends are popping up again and again.  

Could you do some version of this trend with your business? 

Your colleagues or employees would probably enjoy the light-heartedness of learning a TikTok dance or playing a game together. 

Take inspiration from the younger generations, and they will give you the views! 

5. An Offer

This is where most business owners get stuck. 

They're happy to educate. 

Happy to entertain. 

Happy to inspire. 

But the second it's time to make an offer, they go quiet. 

Here's a newsflash: 

People cannot buy from you if you never tell them what you sell. 

Promote what you’re selling, with a CLEAR call to action. 

Got a special deal happening this month? Even better! Make sure your audience knows about it! 

That's It 

A success story. 

A common mistake. 

A personal story. 

A trend. 

An offer. 

Five posts. 

That's enough to build trust, demonstrate expertise, stay relevant, and generate leads. 

Could you post more? 

Of course. 

But if you're feeling overwhelmed and posting nothing, start here. 

Because consistent and simple will always outperform complicated and unfinished. 

The best content strategy is the one you'll actually do. 

And if you need some help, let me know! 

Kerry x 

Every World Cup, one debate pops up again and again. 

Who's better? Ronaldo or Messi? 

People will argue about it for hours. 

Who's scored more goals? 

Who's more talented? 

Who's had the bigger impact on the game? 

But here's the thing. 

Neither Ronaldo nor Messi has ever won a World Cup by themselves. 

Not even the greatest players in the world can carry an entire team without the right strategy, support, and system around them. 

And that's exactly the lesson most business owners need to hear. 

Because every World Cup, we watch teams with ridiculous talent crash out early. 

Then we watch other teams, sometimes with fewer superstars, keep winning. 

Annoying? Yes. 

Surprising? Not really. 

Because winning is rarely about having the fanciest player. 

It is about having the best system. 

And business owners need to hear this. 

Because most are trying to win with random acts of marketing. 

A Reel here. 

A boosted post there. 

A panicked email when sales slow down. 

A new AI tool because someone on the internet said it was a "must-have." 

That is not a strategy. 

That is turning up to the World Cup with no game plan and hoping your striker has a good day. 

1. Great Teams Do Not Wing It

World Cup teams train for months, sometimes years, before the big games. 

They know the plays. 

They know their roles. 

They know what happens if Plan A fails. 

Your marketing needs the same thing. 

Not "What should I post today?" 

Not "Let's boost this and see what happens." 

Not "The algorithm hates me." 

A proper campaign has a plan: 

• Who are we speaking to?
• What do they need to believe before they buy?
• What offer are we leading with?
• What happens after they click?
• How do we follow up?

That is how you stop guessing and start building momentum. 

2. The Best Teams Play People in the Right Position

You would not put the goalkeeper up front and then blame them for not scoring. 

Yet business owners do this with their content all the time. 

They expect one post to get attention, build trust, educate, handle objections, prove credibility, and make the sale. 

No wonder the poor little post is exhausted. 

Your content needs positions too. 

Some attract new people. 

Some build belief. 

Some show proof. 

Some sell. 

When every piece of content has a job, and a clear call to action, your marketing gets a lot cleaner and you start scoring goals. 

3. Know How to Avoid Penalties

Every football team knows the rules. 

Because if you keep giving away penalties, eventually it costs you the game. 

Meta is exactly the same. 

Yet every week I see business owners getting ads rejected, restricted, or entire ad accounts flagged because they don't understand the rules they're playing under. 

They use before-and-after language. 

They call people out on personal attributes. 

They make claims they can't substantiate. 

Then they wonder why their ads are not getting approved. 

Meanwhile, their competitors are still on the field collecting leads while they're sitting on the sidelines arguing with Meta support. 

The reality is simple. 

Meta has rules. 

You don't have to love them. 

You do have to understand them. 

The businesses that win are not usually the ones seeing how close to the boundary they can get before getting a yellow card.  

They're the ones who know how to work with the rules to create ads that grab attention and convert. 

Learn the rules. 

Avoid the penalties. 

Stay in the game. 

4. You Need a Manager, Not Just More Players

Buying another course, downloading another AI tool, or hiring another freelancer will not fix a broken strategy. 

That is like signing a new striker when the whole team has no formation. 

Before you add more, get the basics working. 

Clear offer. 

Clear message. 

Clear audience. 

Clear follow-up. 

Clear campaign structure. 

Then you can get on the field and be ready to win! 

The World Cup is not won by the team that runs around the most. 

Not even the team with the prettiest players. 

It is won by the team that knows the game, trusts the system, adapts under pressure, and plays with purpose. 

Your marketing is the same. 

Stop playing scattered soccer with your business. 

Build the system. 

Then let the goals come. 

Want to stop guessing with your Facebook Ads and build campaigns that actually convert? 

That is exactly what I teach inside my free Facebook Ads masterclass. 

Most business owners think the click is the win. 

Someone sees your Facebook ad.
They tap.
They land on your website. 

Happy days, right? 

Not quite. 

Having a great ad is really important. 

But having a good, converting website is where the sale is made. 

If you get this wrong, you can lose the sale before they even see your website! 

One of the biggest mistakes I see business owners make is obsessing over the cost per click. 

And then they’ll say:
“People are visiting the website, but nobody is buying.” 

And that’s the clue. 

Because clicks are not customers. 

You don’t need more visitors.
You need more conversions. 

Let’s talk about the 3 BIG mistakes business owners make that end up flushing their ad spend down the toilet. 

1. SuckyWebsite 

I know. Harsh. 

But honestly, some websites look like they were built during the dial-up internet era and then abandoned emotionally sometime around 2009. 

Here’s the thing: 

Your website literally has seconds to convince the visitor that they should care about you. 

If people land on your website confused, overwhelmed, or hunting for basic information, they leave. 

If they have to wait more than a second for your site to load, they leave. 

If your site doesn’t grab their attention and give them what they want, they leave. 

Fast. 

2. Sending People to the Wrong Page

This one happens constantly. 

Business owners spend money running ads… and then send people to the homepage. 

The homepage! 

That’s like inviting someone to buy a coffee and then dropping them in the middle of a shopping centre with no directions. 

Your ad and landing page should feel connected. 

If your ad talks about:
✔ Weight loss
✔ Bathroom renovations
✔ AI marketing
✔ NDIS support
✔ Dog grooming
✔ Whatever your offer is… 

…then the page people land on should continue that exact conversation. 

Every extra click creates friction. 

Every millisecond of confusion loses buyers. 

And confused people do not convert. 

3. Bad Funnel

This is the big one. 

Because sometimes the website itself is perfectly functional. 

It says the right things, but it says them the wrong way. 

If you look at any of the big players in your industry, I guarantee you they have tested the funnels that their leads have to go through. 

Which variation of copy converts best?  

Should I put a picture or a video? 

Free gift or book a call? 

So many businesses I see have no plan, no testing, no measuring.  

❌ There’s no follow-up.
❌ No lead nurture.
❌ No email sequence.
❌ No retargeting.
❌ No strategy. 

Just:
“Here’s my website.” 

And when I ask them what they’re doing to convert their landing page viewers, the answer is an awkward silence and a lot of excuses. 

People need reminders.
Trust.
Proof.
Reassurance.
A reason to come back. 

That’s what a funnel does. 

A good funnel keeps the conversation going after the click. 

It helps people move from:
“I’ve never heard of you before…” 

To:
“Okay, this person gets me.” 

To:
“Yep. I’m ready.” 

Without that process, even the best ads fail. 

Your Facebook ad is not the finish line. 

You can send the best leads in the world to your website, but if your website sucks, nothing is gonna happen.  

Good luck! 

Kerry x 

P.S. If you just discovered that your website sucks, and need some help, message me! xx 

Cheap clicks feel good. 

Cheap leads feel even better. 

You open Ads Manager, see leads coming in for a few dollars each, and think, “Finally, Facebook is behaving itself.” 

But reality hits you as soon as you wheel out your shiny new lead nurturing sequence…
 

The leads don’t reply. 

The people who do reply want the cheapest option. 

The sales calls are full of “I’ll think about it.” 

And somehow, despite all those lovely little clicks, your bank account is not doing anything except getting charged by Meta. 

Here’s the problem. 

Meta will give you what you ask for

If you are optimizing for the cheapest ad spend, you are going to get the cheapest leads, and those are going to be cheap people inside and out. 

You need to be optimizing for people who are ready, excited, and able to buy what you sell. 

And that, my brilliant business-building friend, is where so many ad campaigns go wrong! 

Cheap clicks are not the same as quality buyers 

One of the biggest mistakes I see business owners make is optimising their campaigns for quantity over quality. 

They want: 

     • More clicks
     • More leads
     • Lower cost per result
     • Bigger numbers in Ads Manager
     • Something that looks impressive on a spreadsheet 

But the goal is not to get the cheapest click. 

The goal is to get the right person to take the right action and become a paying client. 

After 15 years, 25,000+ clients, and over $100M in results, I can tell you this with my whole chest: 

A cheap lead who cannot afford you is actually expensive. 

Because you pay for that lead twice. 

First, with your ad spend. 

Then, with your time. 

You follow up. You message. You jump on calls. You answer questions. You explain the value. You send the link. You chase the invoice. You try to “nurture” someone who was never financially, emotionally, or strategically ready to buy from you in the first place. 

That is not a bargain. 

That is a very well-disguised waste of time. 

Meta does not know who your dream client is unless you teach it 

Meta is clever. 

It is not psychic. 

If your targeting is too broad, your copy is too vague, and your campaign objective is optimised for easy actions, Meta will go hunting for the easiest people to convert. 

Not the best people. 

And there is a big difference. 

If your ad says something generic like: 

“Want more leads for your business?” 

You might attract anyone. 

Startup dreamers. 

Freebie hunters. 

People who are curious but broke. 

People who like learning but never buy. 

People who want premium results on a pocket-money budget. 

Now compare that with copy that calls out the right buyer: 

“If you’re already spending $2K+ a month on Meta ads but you’re sick of leads who ghost, haggle, or say they can’t afford you, this is for you.” 

That does a completely different job. 

It filters and qualifies. 

It tells Meta, and the human reading the ad, who this is actually for. 

That is what good ad copy does. 

Wrong targeting brings in the wrong people 

Let’s talk about targeting. 

If your targeting is sending your ad to the wrong crowd, you are already starting the race with your shoelaces tied together. 

Wrong targeting looks like: 

   • Audiences that are too broad
   • Interests chosen because they “seem close enough”
   • Targeting based on curiosity, not buying intent
   • Lookalikes built from low-quality leads
   • Campaigns optimised around people who click, not people who buy 

That last one is sneaky! 

Because if you build an audience from people who clicked on your ads but never bought, then ask Meta to find more people like them, what do you think happens? 

Meta finds more people who click and never buy. 

Helpful? No. 

Technically obedient? Absolutely. 

Meta is doing what you told it to do. 

The strategy underneath is the problem. 

When you optimise for clicks, you get clickers 

This is why cheaper is not always better. 

A $3 lead sounds exciting. 

Until your sales team spends three days chasing people who cannot afford your offer. 

A $40 lead might look expensive. 

But if that person is qualified, ready, and buys, it is not expensive at all. 

You have to stop judging your campaigns by the cheapest number in Ads Manager and start judging them by what actually turns into revenue. 

Your ad copy should repel the wrong people 

This is the part many business owners hate. 

They want their ads to appeal to everyone. 

But that’s how they end up on calls with people who want champagne strategy on cordial money. 

Your ad copy should not attract everyone. 

It should attract the right people and politely, but aggressively repel the wrong ones. 

For example: 

“If you’re a serious business owner, already making sales, but tired of relying on referrals, and working yourself to death on random launches, and boosted content to bring in leads, this is for you.” 

That line filters. 

It says this is not for someone with no intention of investing. 

So next time you’re launching a campaign, think… 

  • Who do weactually wantresponding to this ad?
  • What stage of business are they in?
  • What would make them a bad fit?
  • What action tells us they are genuinely interested?
  • Are we optimising for attention, leads, or buyers?
  • Does the copy qualify people before they click?
  • Are we feeding Meta quality signals or junk signals? 

You do not fix this by turning everything off and dramatically declaring “Facebook ads don’t work.” 

What does not work is asking Meta to chase the wrong goal. 

Here is where to start. 

1. Stop optimising for vanity metrics 
2. Tighten your targeting
3. Make your copy more specific
4. Track quality, not just quantity

If your ads are only bringing in people who cannot afford you, the problem is not that your offer is too expensive. 

It is probably that your campaign is attracting, targeting, and optimising for the wrong people. 

Cheap clicks are easy. 

Easy leads are everywhere. 

Qualified buyers are the goal. 

And you are not here to collect clicks like little trophies. 

If you want my help to stop attracting bargain hunters and start building Facebook ad campaigns that bring in qualified leads who actually want what you sell, get in contact. 

Until then, happy ad creating!  

Kerry x 

There’s a new scam doing the rounds and it is catching business owners off guard because, annoyingly, it looks real. 

The scammer sends you a legitimate Meta Business partner request. 

That means the notification will come through Facebook or Meta Business Manager, which instantly makes people think: 

“Ah, it must be safe. It came from Meta.” 

Nope. 

This is where the scam gets sneaky. 

The partner request itself may be real, but the business behind it is a scammer trying to infiltrate your account or get you to click on something else. 

 The scammer will add a message designed to panic you. Something like: 

“Your account will be locked in 24 hours.” 

Or: 

“Urgent appeal required.” 

Or: 

“Click here immediately to avoid restriction.” 

Then they include a sketchy link. 

And that link is the problem. 

Meta has publicly warned that malicious actors have been sending Business Manager and Meta Business Suite partner requests that include phishing links. Meta also states that its representatives will never ask for your password, payment details, or sensitive information over email, chat, text or phone.  

So let’s break down what is happening, what to look for, and what to do if one lands in your inbox. 

Why This Scam Works So Well 

Most dodgy emails are fairly easy to spot. 

Terrible grammar. Weird logos. Strange email addresses. Links that look like they were built by someone typing with oven mitts. 

But this one is different because it hides inside a Meta Business partner request. 

If you run Facebook ads, have an agency, work with contractors, or give access to team members, partner requests are normal. 

That’s why this scam is dangerous. 

The scammer is not relying on you being silly. 

They are relying on you being busy. 

Busy business owners see “account will be locked in 24 hours” and immediately go into panic mode. And panic makes smart people click stupid links. 

No judgement. That is literally the entire strategy. 

What The Scam Looks Like 

Based on the one I’ve seen, the email includes: 

  • Meta for Business branding
  • A warning-style message
  • Language designed to create urgency
  • A claim that your account will be locked within 24 hours
  • A link that is not a real Meta link
  • A message that appears to be attached to a Business Manager partner request 

Before you click anything, check for these warning signs. 

1. The message tries to panic you

Anything that says your account will be locked, banned, restricted, deleted, or disabled within 24 hours should make you pause. 

Scammers love urgency because it stops you thinking clearly. 

Meta can and does send account notifications, but you should always verify them inside your actual Meta Business Suite or Account Quality area. Do not trust a random link just because the message sounds serious. 

2. The link does not go to a real Meta domain

This is the big one. 

Scammers often use links that contain words like: 

 • support
 • appeal
 • business
 • security
 • meta
 • media
 • page 

But the actual domain is wrong. 

3. It asks for passwords, payment information,or personal details

Meta says they won’t be asking you for that information, so anyone that does, treat it as suspicious. 

What To Do Instead Of Clicking The Link 

Here is the safe process. 

Step 1: Do not click the link in the email 

Step 2: Open Meta Business Suite manually 

Once you are inside Meta Business Suite, check your business notifications, partner requests, account access and Account Quality. 

Step 3: Check who sent the partner request 

Ask yourself: 

• Do I know this business?
  • Was I expecting this request?
  • Is this an agency, contractor or partner I trust?
  • Does the business name match the person or company I am working with?
  • Have they confirmed separately that they sent it? 

If the answer is no, reject it. 

What To Do If You Already Clicked The Link 

First, do not panic. 

Secondly, here’s what to do: 

• Change your Facebook password immediately
• Turn on two-factor authentication if it is not already on
• Check who has access to your Business Manager and ad accounts
• Remove any unknown users or partners
• Check your payment methods
• Review recent ad account activity
• Report the scam attempt to Meta
• Contact your bank if you see unauthorised charges 

If Meta needs you to fix something, you should be able to find it by going directly into your Meta Business Suite, Account Quality or Business Support Home. 

Do not let fake urgency override your common sense. 

A real security issue can be checked inside your actual Meta account. 

A fake one will usually push you toward a dodgy link. 

So pause. Check the sender. Check the link. Go directly to Meta. And when in doubt, do not approve the request. 

Save yourself a the headache and the expensive mess! 

Kerry x 

The world is shaky right now. No doubt about that. 

But every time something big happens in the world, people panic. 

“Marketing is going to get so expensive!” 

“No one is buying anything!!” 

Or…
“There’s no point running ads anymore.” 

Let me be very clear. 

After 15 years, and over $100M in results… 

That’s not how this works. 

The Myth 

Right now, there’s a growing fear: 

• “If a global crisis happens, people will stop buying”
  • “Ad costs will skyrocket”
  • “Marketing should pause until things settle” 

And on one hand it makes sense…  

Because uncertainty feels like a reason to stop. 

When the world feels unstable, people assume: 

“No one is spending money right now.” 

But history (and data) says the opposite. 

During COVID… the businesses who pivoted and adapted are the ones that survived.  

And they didn’t just survive, they grew!
 

The Truth 

Here’s what’s actually happening: 

People don’t stop buying. 

They become more selective about what they buy and who they trust. 

And this is where most businesses get it wrong. 

They pause their ads and disappear.
They “wait it out.” 

Which means… 

Attention gets cheaper.
Competition drops.
And the businesses that stay visible, win. 

So here’s what actually matters… 

✔ Get your messaging right. It’s more important than ever
Generic ads die fast. Make yourself stand out. 

✔ Create genuine trust with your clients. 
People buy from businesses that feel stable and certain. 

✔ Work fast, not perfectly. 
The businesses that act quickly and don’t overthink it take market share. 

This is what separates businesses that panic…
from businesses that scale. 

The world has always been uncertain. 

Markets shift. Platforms change. Economies move. 

But one thing hasn’t changed (and won’t any time soon) -  

Business owners who are adaptable, quick-thinking, and genuinely trustworthy… win every time. 

Kerry x