Hello Reader,

How have you been?

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How are you feeling as we approach the end of the year? 😊

Are you wrapping things up with apprehension, unwinding and reflecting, or feeling a spark of renewed energy?

After an intense few weeks, I took a much-needed break in my home country of France.

Now I’m back, recharged, and so excited to connect with you through this newsletter!

I want to take a moment to say how grateful I am for you, Reader.

Thank you for being here with me. 💛

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Let's start, shall we?

In this newsletter:

• Business = Heart + Brain: Sometimes you just need to decide and do it.
• Mindful Marketing Tips: TOFU MOFU BOFU – The Marketing Concept That Makes Sense (and Is Consent-Friendly)​
• What's going on at BMCY? No Black Friday Sale - More Intention

Business = Heart + Brain | Reflections | Tips

Sometimes you just need to decide & do it

I love self-development. I love it so much that, for a long time, I wanted to become a coach.

I love the idea of growth, realizing one’s potential, learning, and evolving.

I love the endless possibility of never being a fixed person in time — of constantly evolving.

But as much as I love self-development, it isn’t a place to stay.

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In 2022, I faced a massive depression and worked through deep-seated trauma — parts of a journey I’ve been processing in stages throughout my adult life. There was so much healing to do, and I have done a big part of it.

Healing is a necessity. It is like taking care of our home & resources.

It’s nurturing, and grounding, it builds strong and healthy foundations for the rest of our lives.

But as necessary as it is, we can’t just spend our lives healing.

We need to get out of that house eventually.

We’re here for the human experience — to live, to gather memories, to hurt and be hurt, to love, grieve, overcome, and change.

We’re here for all of it.

But we can’t truly experience life by staying in our comfort zones. Growth doesn’t happen there.

What if your happy place was just beyond your comfort zone?

What if you only needed to step a little further?

What if the expansion itself was the happiness you’ve been seeking?

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And if you are like me, chances are that you want to take action BUT the perfect one.

Maybe you are not healing anymore, but you are still stalling because perfectionism keeps you busy.

It’s the ultimate subterfuge your brain found to keep you safe: it keeps you busy without actually doing anything relevant or productive.

And I know about it – that’s where I live.

I am the Queen of productive procrastination through perfectionism – the Queen of PPP.

But sometimes you just need to decide & do it.

And that’s where I am now.

I’m done hiding.

I’m done hiding.

I’m done watching trains pass by, waiting for the perfect one.

I’m done sitting back while others grow and evolve.

I want to live, show up, experience – and everything that comes with it.

The internet? Get ready. Because here I am 🙂

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Mindful Marketing (Tip)

TOFU MOFU BOFU – The Marketing Concept That Makes Sense (and Is Consent-Friendly)

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Imagine this.

You’re on a first date, and the person across from you starts unloading about their family dynamics, childhood trauma, and unresolved personal insecurities.

That’s… a lot for a first date. 🤨🫥

You pictured this as a lighthearted evening—something entertaining, a little novel, maybe even a distraction from your everyday life.

You were hoping to laugh, maybe connect a little.

Sure, maybe they’re trying to impress you.
Maybe they want to connect with you.
Maybe you even relate to what they’re sharing.
Maybe it touches you.

But you can’t shake that weird feeling: this is too much, too fast.

You barely know this person! You just started texting yesterday.

You end the date politely, but you’re already certain: this isn’t going anywhere.

Have you ever experienced something like that?

In marketing, this kind of oversharing happens all the time—and it feels just as awkward.

While I believe personal stories can build connection, not every story belongs in your marketing.

And this isn’t just about storytelling—it’s also about timing:

• How long have they known you?
• How well do they know you?
• And why should they care?

Pouring your heart into your content can only resonate if your audience already recognizes you as someone who can help, inspire, motivate, or heal them.

Otherwise, it’s like that awkward first date: too much, too fast.

When you align your content with where your audience is in their journey, it feels natural and respectful—not rushed or overwhelming.

This is why I absolutely love the TOFU MOFU BOFU method: Top of Funnel, Middle of Funnel, and Bottom of Funnel.
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It’s about pacing the relationship with your audience.

At its core, it boils down to this:

• What is okay for you to share to move them to the next stage?
• What will be relevant for them and prompt them to take action?

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TOFU: Top of Funnel

TOFU is like talking to someone who is problem-aware and solution-aware.

They’ve identified a problem and know there are solutions, but they’re not necessarily ready to act yet.

The issue is in the back of their mind—they might want to address it someday.

At this stage, they recognize you as knowledgeable and potentially helpful, so they follow you.

Your content here should be light and easy to consume, helping them explore possibilities at their own pace.

Content that works well: short tutorials, myth-busting, quick tips, or engaging insights that show you understand their problem. (Think about examples tailored to your audience.)

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MOFU: Middle of Funnel

MOFU is like talking to someone who already knows you.

They understand what you do and are aware of your services.

They might even be further along in their decision to address their problem.

But here’s the challenge: you’re still competing with dozens (or hundreds) of others who do what you do. Why you?

At this stage, moving from recognition to trust is crucial.

This is where you show them what makes you different.

Go deeper into your expertise, and don’t be afraid to connect on a personal level.

Content that works well: your personal story, case studies, testimonials, your process, and detailed expertise. This is also where you can share your vision and passion to help them see the real you.

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BOFU: Bottom of Funnel

BOFU is where things get real.

It’s the stage where your audience is close to taking action—they’re ready to tackle their problem, and they’re seriously considering your solution.

This is where you bring it all together.

Create opportunities for them to experience the veracity of what you offer.

This could be through:

• A live webinar or workshop.
• A time-limited offer.
• A discovery call.
• Any other conversion-focused action that encourages them to take the next step.

Your role here is to show them why your solution works and how they can move forward—ideally right at the end of the event or interaction.

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Ultimately, your marketing is a conversation between you and your prospective clients.

It’s about meeting them where they are, addressing their needs, and showing them why you’re the right person to help.

When you approach your marketing this way, it feels more natural—for both of you.

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What's going on at BMCY?

No Black Friday Sale - More Intention

I had plans for a Black Friday sale, but in honoring my commitment to bring more intention into my business, I decided to focus on other projects instead.

Prioritizing my sleep and family time remains non-negotiable—it’s the core of my life, not the other way around.

Instead, I channeled my energy into projects that feel deeply fulfilling and help move my business forward.

One of those is my brand-new freebie!

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It’s called The Intentional Business Toolkit, a free mini-audio series where I share thoughts, insights, and guiding tools for creating a more aligned, heart-centered business.

Here’s what I believe about business:
1️⃣ It’s a creative and authentic expression of self in service to others.
2️⃣ As entrepreneurs, we have the opportunity—and responsibility—to shape the world into what we wish to see.

In this mini-series, I offer tools, tips, and perspectives to help you bring more of you, more heart, and more flow into your business.

It’s free for now, so be sure to grab it while it’s available!

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Bao MC Yang Copywriter & Website Strategist for coaches, consultants and service providers ​ ​Home | All-in-One Website Service | Words2Connect - Copywriting Service | WebWise Strategies Consultation​

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