Hi Reader,

I love Autumn in Melbourne. The light is softer, the mornings are cooler, and somehow the city feels a little calmer.

It's been a big week for me — agency work, business meetings, opening nights and a reel that sparked more conversation than I expected.

Three things stood out for me. They're all connected, and I think you'll find at least one of them useful right now.

Burger Bosses Went Viral, Watch My Trust Economy Breakdown

McDonald's and Burger King dominated social media last week, and people couldn't stop talking about them.

Before you assume it was a slick campaign or a celebrity moment, hear me out, because what drove that virality was something much harder to manufacture.

I broke down exactly why in this video, and the marketing lesson for small business owners is direct and actionable. Watch my viral moment breakdown here →​

We are operating inside a Trust Economy now. Your audience has more choices, more information and more scepticism than at any point in marketing history.

1. 71% of Australians are more likely to buy from a brand they trust — yet only 34% say they actually trust the businesses they buy from.​
2. 68% of consumers globally will pay more for a product simply because they trust the brand behind it.​
3. Repeat customers — the ones who trust you — spend 67% more than new ones.​

In 2026, when every brand has access to the same AI tools, the same templates and the same trending audio, trust is your most measurable competitive advantage.

Writing From The Heart Still Lands Harder, Here Is My Proof

Earlier this month, I attended the opening night of The Diary of Anne Frank at the Athenaeum Theatre and wrote a full review on Glamorazzi — it was an honest account of sitting in that theatre and being moved by something extraordinary.

The beautiful outcome for me was receiving heartfelt messages from the producer and cast, expressing their gratitude for my words.

​Read the Glamorazzi review →​

When every platform is flooded with content that looks and reads the same, a piece written from the heart cuts through in a way that most AI-generated content still cannot do.​
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Anne Frank wrote her diary at the age of thirteen with no editorial calendar, and her only strategy was the courage to express her truths.

As a marketer, I think about this a lot. Your audience can feel the difference between content that was generated at scale and content created with deep intent.

Writing is not dead. Words are powerful and are the key to resonance.

From A Bullet To Hong Kong Egg Waffles - Hook In Action!

This is an interesting reel I came across this week. It opened with a bullet piercing through a human body, and within seconds, the scene landed on Hong Kong Egg Waffles in the making. I watched the whole thing!

The person who scripted that reel understands exactly how the Attention Economy works in 2026. The first three seconds of any piece of content either earn the watch or lose it. The gap between an unexpected opening and a satisfying payoff is what creates the tension that keeps people watching.​

The best marketers do it strategically, beyond just throwing up some shock value.

​Watch the reel here →​

Question: Does the unexpected hook draw you in, or does it exhaust you?

Two Questions For The Week

1. When did you last publish something written entirely from your own experience?
2. What does the first line of your most recent content actually earn?

Keep showing up,

Roslyn 💛

Ps: To make sure you keep receiving tools, stories and strategies from me, add showup@roslynfoo.com to your address book or safe sender's list to prevent my emails disappearing into your spam folder.

ROSLYN FOO Marketing Strategist & Mentor, M. Comm Marketing CEO of Glamorazzi | Founder of Show Up School Paul Harris Fellow & Victorian Ambassador of Opportunity International Australia

How I can serve you:

• Want authentic marketing insights and motivation to deliver consistent marketing efforts for your business with clarity and creativity? Browse my marketing, branding and entrepreneurship articles.​
• Join Marketing & Mindset Instagram Channel for behind-the-scenes of my marketing work, get quick tips, new insights and creative ideas to inspire and empower your marketing journey

Thank you for giving this email your attention. I hope the content has served you well.

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