Beyond The Mood Board

Army Officer to Interior Designer. Sounds like the plot of a Hallmark movie, doesn’t it? My client, Laurel Smith, joins me to share her career journey and how she’s positioning interior design as a wellness solution for women who are juggling a work life, a home life, and a love life.    On this episode, Laurel and I discuss: Transitioning out of active duty and following her creative curiosities, How mom guilt has influenced her career decisions, Where she was getting stuck explaining her brand story and point of view on her own, What surprised her about working with me, and  Choosing to slow business growth in favor of building a solid foundation.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Rebranding is a labor of love. When done right, it can propel your image and your confidence. When done wrong, it can confuse your audience and send the wrong message about your business. This episode is dedicated to my experience rebranding over the past seven months with my highly talented and wonderfully attentive designer, Shauna Haider.   On this episode, Shauna and I discuss: Her nontraditional path to graphic design, How Shauna knew I was ready to embark on a rebrand at this level, The reason Shauna believes she’s never had to market her business, Why I was shocked at the feedback people were giving me about my new visual identity, and What made investing with Shauna the best money I’ve ever spent in business.   Visit my new site(!) for show notes and links to resources mentioned on this episode.

Getting to the next level of success requires a huge shift in how you think about investing in yourself and your business—what got you here won’t get you there. If you’ve heard yourself saying, “I really want to work with them, but I don’t have the money,” I dedicate this episode to you. I’m sharing the growth trajectory of my business and the relationship I’m seeing between investing in high-level services and increased revenue.    On this episode, I share: When DIY or group-based solutions will no get you the return you’re seeking, Specific ways investing in help will free up your time and energy, How to decide what makes a client a “hell yes” for you, Why it’s critical if you’re selling high-ticket services that you have done so yourself, The myth of waiting to have cash on hand to hire out.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

If there’s one common claim my clients make, it’s that they aren’t good at writing. Some will say flat out, “I’m not a good writer,” while others will admit that while they can do it for others, writing about themselves is impossible. Today I’m sharing 8 hacks that will help anyone get past the blank page.   On this episode, I share: The differences between academic writing and marketing writing, Lessons I used with my career coaching clients that apply to copywriting, Tips for formatting text for ease of on-screen reading, and How to make your written communication sound less stodgy.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

There are four topics we’re all conditioned to not talk about: sex, religion, politics, and MONEY. We’ll leave the first three alone (for now), but we need to be engaging in conversations about money continuously if we want to have highly profitable businesses. Jereshia Hawk joins me to bust some money myths and share advice for selling high ticket services.   On this episode, Jereshia and I discuss: Learning business principles while climbing the corporate ladder, An important distinction between being rich and building wealth, The shame many of us feel about our desire to make a lot of money, The importance of separating your identity from your business, and Advice for hiring a team while developing a company culture.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

After being in business a while it’s easy to feel that we inherently know our customers. But when we assume we know how our customers think, feel, and act, we risk missing the mark with our messaging. I’m sharing a system you can use to track what your customers are telling you, moving from guessing why they buy to knowing for sure.    On this episode, I share: The points along the customer journey you should be paying attention to, When customers are sharing valuable insights with you, How to spot patterns across those who book you and those who don’t, and Why a tracking document is going to strengthen your marketing messages.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Yosemite wedding planner, Roshel Ryan, first reached out in 2019 when she needed website copy written—and fast. She joins me to talk about why she contacted me after she had wrapped a rebrand and how our partnership has helped her leverage her value proposition in her market.   On this episode, Roshel and I talked about: The role a modern brand plays in staying relevant in the wedding industry, Helping clients see the time, energy, and stress you save them, How I pulled out her value proposition, even when she couldn’t see it herself, Why she was able to raise her prices after working together, and The crazy stories Roshel has from planning events in such an unpredictable environment.

Storytelling has gained popularity for a good reason—it works. But the ways many teach us how to use storytelling in messaging and marketing is overly complicated and lack specific examples. I’m here to break down a simple approach that will help you use storytelling in your business today—no course needed.   On this episode, I share: Why storytelling is an effective communication tactic, The difference between brand storytelling and your brand story, A common mistake businesses make when sharing stories,  Four places in your business to mine for stories, and   The three things you need for any story to work.   Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.

Most advice about becoming a premium brand focuses on developing a luxury brand presence and targeting customers with the highest budgets. Valerie Gernhauser flips this notion on its head as she shares how she’s become one of the most sought out wedding planners in the country by bridging an industry and openly sharing everything she knows.   On this episode, Valerie and I discuss: Getting past the fear of instilling boundaries with clients, The result of sharing her business strategy with her entire industry, Why your ideal client shouldn’t be ‘the ones with the most money,’ and How she’s using storytelling to showcase her skill set.   Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.

Consumers are researching and getting much closer to a purchase decision before they ever reach out to a business. This means we may never have the opportunity to personally share the results we get for our clients. Case studies are a powerful testament to the way you work and—when used properly—will help your audience put themselves in your clients’ shoes.   On this episode, I share: How consumer behavior is changing and why it demands social proof from your marketing, The difference between testimonials and case studies, Various formats you can use to develop compelling case studies, An easy to follow case study structure, and How to obtain permission and results from your clients.   Visit Pattern of Purpose for a full manuscript and links to resources mentioned on this episode.

They say if entrepreneurship was easy, everyone would do it. But as innovators and visionaries, we often overcomplicate things, valuing intellectual prowess over reflection and patience. In this episode with Shana Dewitt, we’re talking about how to remove yourself as the biggest obstacle to your business’s success.   On this episode, Shana and I discuss: Why most business owners get stuck growing their business, The connection between confidence and income, Whether your day-to-day tasks are keeping you busy or getting your results, Why manifesting your dreams isn’t enough, and How strategy and thought work are equally necessary to engage in every day.   Visit Pattern of Purpose for a full manuscript and links to resources mentioned on this episode.

As CEO, you sometimes forget you’re living in a bubble, seeing your business through rose-colored glasses. My former client, Zaid Bakeer, joins me to talk about how stepping outside of his business and focusing on customer insights helped unify his messaging with the industry reputation he desired.   On this episode, Zaid and I talk about: Starting his career at the young age of 17, The psychological side effects of having a disjointed brand, Conveying the quality of his services and products in his messaging, The surprising insights he learned about how customers perceive his business, and The impact of involving his team in his rebrand.   Visit Pattern of Purpose for the full episode manuscript and links to resources mentioned on this episode.

If you’re going to spend money in your business, rebranding is one of the most enjoyable things you can do. Unfortunately the emotional thrill of a new look can distract from the foundational work that needs to be done—before the creative—to ensure your rebrand provides an ROI.   On this episode, I share: Reasons you might be ready to rebrand, What the typical process of working with a designer misses, 15+ questions you need to be prepared to answer, Steps you can take to protect your investment, and The first question to ask yourself if you’re committing to a rebrand this year.   Visit Pattern of Purpose for a complete manuscript of this episode and links to resources mentioned on the show.

It’s the time of year to set goals and resolutions. You’ll hear many talking about the birth of a new decade, placing even more pressure to “start it off right.” Instead I’m taking the time to look back at what 2019 taught me and how I’m carrying those lessons into the new year.    On this episode, I open up about: Starting the year on the verge of burnout, The wake up call I had that forced me to make big, scary decisions, Reclaiming my identity and setting boundaries around how I wanted to work and live, The role my word of the year played, and How my newly defined values are shaping the plans I have for the year ahead.   Visit Pattern of Purpose for the full manuscript and links to resources mentioned on this episode.

What do Brene Brown, Marie Forleo, and the Enneagram have in common? They all have a lot to say about perfectionism. This episode clears up the difference between high standards and perfectionism and what we can do to produce top-notch work without internalizing the world’s reaction to it.     On this episode, I share: What it really feels like to be a perfectionist, Where perfectionism is born, How you can shift from striving for perfection to high standards, and 3 steps to help you work through imperfect action.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Building a business requires dedication, focus, and a willingness to push forward even in times of uncertainty. But what happens when your identity is so wrapped up in your business that you start defining your life by it? Megan Pollard shares her story of unimaginable tragedy and navigating life when you lose the titles that have shaped who you are.    On this episode, Megan shares: The experience of unexpectedly losing a spouse in her 30s, Why she was steadfast in focusing on joy and not loss, Upholding expectations others have of us, Falling in love after heartbreak, and  Building a business that doesn’t compromise living.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Speaking 1:1 with the people you want to attract is the best possible way to learn about their questions, challenges, and desires. And knowing these things is how you reverse engineer copy that sells. Today I'm giving you a step-by-step guide of how to interview your customers and see your business as they do.   On this episode, I share: Why I interview all of my clients’ customers, The biggest mistake I see entrepreneurs making when they think they’re conducting market research, How to ask your target market to share targeted feedback on your brand or idea, and The most important points in business to interview your customers.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.   Listen to the podcast—know what to do. Join my list—know how to do it. Subscribe and receive an episode action guide giving you an interview email script and list of questions to get you started.  

Have you ever felt stuck in your business? It’s not something we talk about as entrepreneurs—something we reserve for those working a 9-5. Kristy Duke joins me to talk about setting up your business so it supports your life and how to make difficult choices to when your vision changes.   On this episode, Kristy and I discuss: Her foray into entrepreneurship as a brick and mortar business, What almost prevented the VenturePop Conference from happening in the first place, What’s going on behind the scenes of a successful live event, Important points to consider when entering a business partnership, and  How to successfully transition from one project to the next without without burnout or regret.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Market research—a term that gets thrown around without the slightest understanding of why we’re doing it and how to do it well. This episode explains how to collect information about your customers and competitors so you can more effectively market your business and stand out while doing it.   On this episode, I’m breaking down the process to: Better understand your customers’ needs, Test a new product, Improve your copy, and Understand your company’s differentiators...especially when working in a crowded market.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Erica Courdae knows most people shut down when they hear words like privilege, oppression, and racism. The root of it? Waiting to say anything until we’re sure we’ve got it right. She’s here to talk about how you can show up today as an imperfect ally--in business and life.   On this episode, Erica and I chat about: How to ask about what you don’t know; What shame has to do with our ability to have hard conversations; The tokenization of diversity, equity, and inclusion in business; and The role of values and ethics in your brand.   Visit Pattern of Purpose for show notes and a list of resources mentioned on this episode.