Ep: 18 The Data-Driven Way to Grow Your Service Business (Without Guesswork) with Zoë Dew

Written By Emylee Williams

“You can hold your boundaries so much better when you have a productized service. There’s no gray area — it’s just, this is it.”

Zoë Dew

Let’s be real — half of online business advice is recycled gossip. Someone says “this strategy worked for me,” and suddenly it’s gospel. But is anyone actually tracking whether it works for them? In this episode, I sat down with data strategist and Airtable genius Zoe Dew to talk about what happens when you stop building your business on borrowed blueprints and start leading with data.

We got into the real stuff: what to track, what to ignore, and how to read your own numbers without spiraling into spreadsheet hell. If you’ve ever wondered why your “lead generation problem” isn’t actually a lead generation problem, this one’s for you.

What You’ll Hear in This Episode

  • Why “we run our businesses on gossip, not fact” is the truest thing you’ll hear this week

  • The difference between tracking data and actually interpreting it

  • Zoe’s 4R Framework (Reach, Reengage, Return, Retain) — and why it works for any service provider

  • The truth about visibility, showing up online, and what that means for your bottom line

  • Why productizing your service is the fastest way to set boundaries and scale

  • How to diagnose the real problem behind slow growth

Let’s Break It Down

We Run Our Businesses on Gossip, Not Fact

Zoe dropped this line early in the conversation and I swear it stopped me in my tracks. Most service providers are basing decisions on what worked for someone else, not on their own data. The problem? We’re copying tactics without context.

Zoe’s advice is painfully simple: start tracking what you can control. Not your open rates, not your followers — your actions. Did you post today? Did you make an offer? Did you serve your clients? Did you check in with your network? Those are the data points that actually matter.

The Four R’s Framework

Zoe’s system for growth is stupid-simple and ridiculously effective.

  • Reach: Have you been visible today?

  • Reengage: Have you made an offer today (free or paid)?

  • Return: Have you delivered value to your existing clients today?

  • Retain: Have you talked to someone in your network today?

That’s it. Four small actions tracked daily will tell you more about your sales potential than any funnel hack ever will.

The Case for Productizing Your Service

We both agree: if you want boundaries, profit, and sanity — productize. When your service is productized, your scope and process are crystal clear, clients know exactly what’s in and out of scope, and you stop making bespoke proposals that take hours.

And let’s not forget: a streamlined offer means better data. You can actually measure what’s working when you’re delivering the same thing every time.

Why Visibility Still Works (Even Without the Data)

Zoe and I laughed about how posting more can feel “cringe,” but the truth is — it works. Even when the analytics don’t prove it, showing up compounds your visibility. Clients can’t hire you if they forget you exist.

This isn’t about spamming; it’s about reminding people what you do and staying top of mind. Because when they’re ready to buy, they’ll think of you first.

Funnels Aren’t Dead — They Just Look Different

Zoe said it best: strategy never changes, only tactics do. Funnels, touch points, customer journeys — they still work. The platforms evolve, but the psychology stays the same. Whether you’re selling in DMs, through a newsletter, or on a sales call, you’re guiding someone through a funnel. Period.

Chapters

00:00 – AirPods, earrings, and why women should design headphones
04:52 – “We run our businesses on gossip, not fact”
08:09 – How to track what matters
10:08 – Showing up online without obsessing over engagement
13:54 – 250 touch points and the power of micro-visibility
17:57 – Launch visibility case study: Airtable Ashley
25:45 – Building in public and energy in business
27:28 – Predicting your future with data
32:00 – Diagnosing your real problem
40:00 – Zoe’s 4R Framework
47:19 – Productizing services & client boundaries
55:19 – Lessons from messy client projects
58:59 – Talking money early & fast proposals
01:07:00 – Funnels, tactics, and timeless strategy
01:13:00 – Service-based scaling that actually works

Resources & Mentions

About the Guest

Zoe Dew is a marketing and data strategist helping multi-offer business owners grow revenue by actually understanding their numbers. She’s all about using data to make better decisions, not just prettier dashboards.

Connect with Zoe:

Interested in Being on the Show or Working with Emylee?

Are you a service provider with a bold perspective to share? Apply to be a guest.

Ready to transform your service into a productized, scalable offer? Apply for Sold Out Services.

If you’d like to see a library of all published episodes in a gallery with easy-to-find links to all listening platforms be sure to check out the Sell The Damn Service Episode Library.

Emylee Williams
Next

Ep: 17 How to Audit Your Offers and Create a Productized Service That Scales