Marketing Beyond Sight: How to Stop Performing and Start Recognizing

A lot of designers I talk to get stuck on marketing because it's such a visual thing.

It's one of those things where you see so much of it that you believe you have to render something similar to what you've seen, or in the same realm as what you have seen.

That's not true.

Marketing Is Beyond Sight

Marketing is actually beyond sight.

It starts with being able to recognize things that can't be seen with the naked eye.

Being able to recognize latent desires. Being able to recognize silent suffering.

Here's what that looks like:

They say: "I need a website."

Unseen: "I need leads without begging for referrals."

Seen action: A page, a CTA, a lead magnet, an email sequence, a promise.

When you can see what they're not saying, you can take visible actions that cut directly through to who you're really speaking to—someone already inclined to buy, already looking to meet that latent need.

The Pressure It Removes

This shift takes the pressure off performance. Off wearing a facade. Off making things look a certain way just because that's what you've seen.

It lets you operate from what you know.

What This "Unseen Stuff" Actually Is

Now the question is: Well, what is this unseen stuff that I'm supposed to know?

That comes from relationship.

It comes from deep empathy for your existing clients.

It comes from doing work that you genuinely enjoy and paying attention to why others perhaps don't enjoy it the way you do, or why they value it to the degree that they do.

The more you pay attention to the whys behind what has already been, what has already arrived in your business, the more you understand the cause to the effects that surround you.

The easier it becomes for you to be the one to create those effects.

Where Revenue Actually Comes From

One of the biggest effects in business is money and revenue.

There are many different ways to create revenue. But if you find yourself asking yourself, "Where is it going to come from?"

It comes directly from your ability to leverage your creativity. What you're able to create with what you know.

Not just on the surface level, but what you know deep down, based on the relationships that you have with your clients.

When you can surface that knowledge in a way where others who could benefit from it actually benefit from it, money's usually not that far behind.

Your 2026 Revenue Comes From Within

The next cohort of the Double Your Squarespace Business program starts in a few days.

The benefit of this article is that shift in perspective I just gave you. If you weren't looking at your 2026 revenue as something that comes from within—from your existing work and relationships—you'd be stuck asking "where's it going to come from?" without recognizing the answer is already there.

That's the shift. The program is how you extract it.

Join the Winter Cohort

If you're ready to stop performing for permission and start operating from what you already know, the Double Your Squarespace Business winter cohort starts January 5th.

One week left to enroll.

Book a 30-minute Bottleneck Call. I'll tell you the one constraint holding your revenue in place - and whether this cohort is the right fix.