It pains me to have to tell you this, but…

Consent isn’t just for dating.

Data privacy might not sound sexy, but it’s all about consent. And as business leaders, we aren’t just living in it. We get to decide it.

Remember when I went on that whole rant about zero-party data and why it matters?

Well, I’m baaaaack! With ideas about how to use the data, as promised. Because apparently I can’t shut up about this stuff.

Because here’s what I didn’t tell you last time: what the hell do you actually DO with all that gorgeous zero-party data once you’ve collected it?

What is zero-party data again, and why should you care?

Ok, so traditional tracking (third-party data like a Facebook pixel) is kinda like someone following you around HomeGoods, timing how long you linger in the cooking gadgets section and noting which throw pillows make you pause.

Zero-party data is that local boutique owner who asks, "Welcome! Tell me about the vibe you're going for in your living room," and then shows you exactly what would work.

Same intel. Completely different energy.

And here's what your competitors don't get yet:

People actually WANT to tell you about themselves. They want recommendations that fit them to a tee. They want to feel seen by the brands they support.

They just want it on their terms.

Think about it. When someone takes your "What's your perfect VA style?" quiz, they're literally raising their hand saying, "I want your help – and I want you to know me better, Reader."

That's marketing gold.

Most businesses that collect it… ignore it.

...They create quizzes that collect data but don’t connect to their email platform.

...They set up segments but forget to create different content for each one.

...They ask for preferences but never actually honor them.

The magic isn’t in having the data – it’s in knowing what to do with it.

Email marketing that people open every time:

You know what’s better than sending the same promo email to 500 people? Sending 3 different emails to 3 segments of people who’ve responded to your email poll, telling you exactly what they're interested in.

→ Someone tells you they’re a beginner feeling overwhelmed? Don’t send them advanced strategies. Send encouragement and simple first steps.

→ Someone’s been at this for years and wants to scale? Skip the basics and give them the sophisticated stuff they’re craving.

It’s not revolutionary, it just makes sense.

Turn FAQs into your secret research weapon:

Instead of a generic FAQ page, let your potential clients ask questions directly through multiple choice -– and get the pre-recorded answers directly from your beautiful face.

Those video questions become your most valuable market research. You start noticing patterns: maybe everyone’s asking about pricing, or timeline, or if you can help with their specific type of business.

Then you can use those insights on discovery calls (“I know from other clients that finding time is usually a big concern”) and in your launch emails (addressing the top 5 questions before people even think to ask them).

Use async video on your sales pages for magic intel:

Here’s where it gets really juicy. Drop an async video chat widget right on your sales page to provide an alternate sales experience. Then watch the magic happen.

Not only will you find out what challenges people are facing, but you’ll discover which parts of your offer are compelling (they’ll ask follow-up questions about those) and which parts are confusing (they’ll ask for clarification). You also build trust, since they are getting face time with ya.

That intel is worth its weight in conversion gold. You can use it to refine your messaging, address objections before they come up, and figure out exactly what language resonates with your people.

This is the “finally, someone gets it” moment.

We’ve all had that experience of finding a brand that just gets us. The clothing store in exactly your style that fits you perfectly, every time you shop there. The massage therapist who knows exactly what pressure you like and what hurts, because you've built a relationship – and told them.

Zero-party data lets you create that cozy relationship at scale.

When you ask someone about their goals and preferences, you’re saying, “You matter. Your specific situation matters. I want to help YOU, not just any random person who wandered onto my website.”

That feeling is what turns browsers into buyers and clients into raving fans.

The businesses that figure this out now will have a massive advantage over those still relying on invasive tracking methods.

While your competitors freak out about iOS updates and cookie deprecation, you’ll be building genuine relationships with people who’ve told you exactly how to serve them.

That’s not just good marketing. That’s sustainable business.

Want the full breakdown on the psychology behind zero-party data and why it’s the future of marketing? Read the complete post here.

Feeling inspired but not sure where to start?

Book a 90-minute strategy Scouting Session and we'll map out exactly which of these brand systems make sense for your specific business (and which ones don't) plus how to implement in a way that doesn’t create more overwhelm.

Catch ya on the flippety flip (unless your facebook tracking pixel catches me first 🤪),

Reader, when you're ready, here are 3 ways I can help you:

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