Hey {{first_name}},

My DMs stopped converting in July.

Dead silence. Ghost town. Nothing.

I knew what everyone would say: "It's summer. People are on holiday. Wait until September."

Made sense. Easy answer. Convenient excuse.

But something felt off.

I pulled up my DM history from March and April when things were working.

The difference hit me immediately.

Back then, I was direct with my questions. Got straight to the point.

Then somewhere in May, I decided to be more "authentic."

Which made me less authentic.

I started trying to be more personable. Added warmth and personality.

The approach shifted.

Two months passed.

Summer arrived with terrible results.

And I blamed the season.

The real problem happened in May. The evidence showed up in July.

By the time I saw the damage, I'd completely forgotten what caused it.

This is why consistency breaks down.

Your actions today create results months from now.

Plant seeds in January. Harvest in March. Forget you even planted by the time crops appear.

So when March brings abundance, you credit whatever you did in February.

When March brings nothing, you blame the weather.

The actual cause sits buried two months back, completely forgotten.

We remember what happened yesterday. Last week if we're lucky.

But the thing we did eight weeks ago that's finally paying off?

Gone from memory.

Replaced by whatever we're doing right now.

So we abandon what works before it can prove itself.

We double down on what fails because it's fresh in our minds.

We optimise for the wrong variables because we can't see the actual cause-effect chain.

I went back to direct DMs in August.

Results started improving in October.

If I hadn't analysed my history, I'd be crediting something completely different right now.

Probably whatever random thing I tried in late September.

Your memory makes you blind to what actually works.

The longer the feedback loop, the more invisible your real wins become.

Jack