Show Notes / Summary

NPA Implementation Call — June 16, 2026

In this session, Liam coached two NPA members — Tessa and Jo — through their current business challenges, with a strong focus on content consistency, email marketing, and sustainable business growth.

Tessa's Session

Tessa runs a cosmetic nursing clinic in Townsville and has been building her online presence and email list. This session covered:

• Showing up on stories — Tessa celebrated posting Instagram stories consistently, starting with what she's currently learning about skin devices. Liam encouraged her to keep going and turn that same content into carousels or B-roll reels.
• The inner saboteur — A candid conversation about the fear and resistance that comes with entrepreneurship, the cost of suppressing it, and how to build a working relationship with it instead of fighting it. Liam referenced Liz Gilbert's concept of bringing your inner saboteur along for the ride.
• Email data and testing — Tessa shared her email results: 20% open rate and 6.9% click-through rate — both strong numbers. Liam walked through how to read that data and use it to iterate, including how to prompt ChatGPT to shorten emails without stripping out the edginess or personality.
• Content to email pipeline — Any Instagram post can become an email. Tessa was encouraged to repurpose her existing carousels and captions into simple, short emails with a P.S. CTA, rather than starting from scratch every time.
• Upcoming conference — Liam encouraged Tessa to capture photos and B-roll at the Gold Coast conference, use the trip as content, and schedule a couple of emails to go out while she's away — including a "what's happening in the clinic" update and a "what I'm learning about devices" email.

Jo's Session

Jo runs Super Safety Mum, a first aid and kids' safety business operating primarily in Canberra with plans to expand to other cities.

• Webinar as content — Jo has been running weekly webinars with guest experts and recording them for her community. Liam noted these recordings are essentially a podcast and could be used as organic reach tools to bring new people into her world.
• Relatable content — Jo was encouraged to post more "mum moment" content that feels personal and real, not just CPR and first aid education. Relatability is what draws in the right audience.
• Membership and upsells — Jo currently gives ongoing community access for a one-time payment. Liam floated the idea of converting that into a $25/month membership on the backend, since the audience has already had a positive experience. He also flagged that Jo currently does no upselling after a first aid booking, which is a significant missed opportunity.
• Lead generation — The main bottleneck in Jo's business is converting leads. Liam introduced the idea of low-cost paid ads ($5/day) as a way to drive local leads without relying solely on organic content, and suggested auditing the audience to co-create what they actually want next.
• Business design — Liam closed with a key question: what kind of business do you actually want to run? Rather than adding more complexity, the goal is to make what already exists generate the income Jo wants.

Key themes from this session:

• Fear doesn't go away — you bring it along and build with it anyway
• Repurpose before you create anything new
• Read your data before you rewrite anything
• The simplest version of the email or post is usually good enough to send
• Know what kind of business you want to run before adding more to it