Pattern of Purpose
Kim Wensel
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Pattern of Purpose is a storytelling podcast spotlighting the humans behind the brands. Dedicated to the multi-passionates, the serial entrepreneurs, and the ideas people, if you’ve done it all and are ready to tie it all together, this is the show for you.
Host and messaging consultant, Kim Wensel, speaks with founders to uncover the through lines in their career, make sense of their story, and investigate how they’ve built a platform bigger than their business.
If you know you could make a bigger impact if you were better at selling yourself, settle in. Each episode is crafted to help you recognize the connection points in your own journey, develop your voice, and weave your experience into your message. This is Pattern of Purpose.
For show notes and guest profiles, visit www.patternofpurpose.com/podcast.
Available episodes
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Jun 29, 2021
119: The Final Episode - Transitions + Turning Points
After hitting record for over two years, I’ve decided to end this show. In this episode I’m joined live for a conversation on why I decided this, how I came to the decision, and what it’s taught me about how others react when hearing about big life and business decisions.
We talk about:
* How important it is to get quiet,
* Getting over the fear of losing connection when you’re not pumping out content,
* The push and pull between relevancy and authenticity,
* Separating what you want from what you think you should want, and
* LIstening to — what Oprah calls — the whispers of the universe.
Stay connected long after this show has ended by signing up to receive emails from me: www.patternofpurpose.com.
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Jun 21, 2021
118: How to Stop Being the Bottleneck in Your Business // Karen Sergeant
Business growth can, at times, feel like you’re on a roller coaster — anticipating the unknown is scary and invigorating. Before you know it you’ve become addicted to the act of climbing and bottoming out — so addicted, in fact, that you feel you have to steer the cart at all times.
Aside from not being a very effective way to run a business, this makes stepping away and trusting a team quite difficult.
As my final interviewee, Karen Sergeant, helps us to understand how to prevent bottleneck behaviors and bridge the gap between good ideas and good execution. Working in the CIA, she cut her teeth in what she calls “the hardest parts of the world” and is using those skills to help small businesses. A pro at surfing ambiguity and uncertainty, Karen has great tips for delegation, creating systematic frameworks, and keeping business fun while also effective.
In this episode we talk about:
* Walking away from a dream job;
* The differences in operating as a freelancer and a business owner;
* What boring money is and why we overlook it;
* How you know if you need a COO, a project manager, or an integrator;
* Deciding what ideas to pursue; and
* The switch from time-based pricing to value-based pricing.
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Jun 11, 2021
117: Personal Branding Lessons From A Cultural Curator // Earlecia Richelle
Earlecia Richelle never had a roadmap for her career. While fashion has always been her north star, it’s been integrated in her work in unexpected ways, taking her across the globe as a stylist, mixologist, and national brand ambassador.
On today’s episode Earlecia shares what top brands are doing well that corporate and personal brands skip over—connecting your brand to your consumer’s lifestyle, narrowing in, and creating an aspirational aesthetic.
With a personality as bold as her wardrobe (you must follow her on IG), Earlecia shares:
* How she followed her internal spark even when there was no model for what her varied interests could lead to,
* Being unapologetic about pricing,
* Why luxury isn’t as much about price as we think it is, and
* How you must experience life fully if you’re going to inspire others through your work.
Be sure to sign up to attend the final podcast recording. Bring your questions and experiences moving through transitions and turning points.
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Jun 4, 2021
116: Do You Need A Personal Brand?
All business owners reach a point where they want to pursue opportunities outside of their current focus. Sometimes that’s writing a book. For others it’s sharing their personal story.
So what happens when that desire looks different from the outside than what you’re doing right now? How do you convey all sides of who you are and what you do when these parts aren’t necessarily tied to your marketing goals?
My answer: personal branding.
In this episode I talk about,
* The top reasons you might need a personal brand,
* Tackling the most common objections to personal branding,
* Taking a summer sabbatical, and
* A BIG announcement about the future of this show.
Sign up for the final podcast recording.
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May 18, 2021
115: Strategic Growth and the Commoditization Trap // Josh Greenbaum
Those numbers on your balance sheet - they have no meaning. We’ve been conditioned to believe that growing our revenue is the goal. But what today’s guest, Josh Greenbaum, wants you to think about is why you’re growing in the first place.
Josh has been an Advisory CFO for over a decade and what he’ll willingly tell you is that his work isn’t always easy to grasp. Like many of us who use our training and experience in multi-dimensional roles, Josh has had to explain why his services are different from those you can get with a low monthly fee.
As we explore commoditization we talk about the human experience of what you sell. Once you can capture that in your messaging, it’s much easier to stand out.
In this episode we also cover,
* Why numbers alone have no meaning,
* The reason “do what you love” messaging impacts what we charge,
* Getting addicted to the process of growing, and
* Why profit first isn’t always the goal.
Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.
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May 4, 2021
114: The Downside of High Expectations
I recently took a trip to Palm Springs for a photoshoot. This photoshoot was the big one—the one that would take down all photoshoots. So you can imagine my confusion, angst, and sadness when the results didn’t come back as imagined.
This episode is all about what it looks like to be in the middle of change. While everyone loves to say that change is messy, we rarely accept it as such. The desire to push through it and have it figured out is real. But what would happen if we can roll through these disappointments and setbacks rather than labeling them as a waste of time, money, and energy?
That’s the question I’m considering as I take the mic solo and unscripted in the midst of a season of great expectations.
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Apr 27, 2021
113: Creativity: The Rx For Burnout // Dr. Hisla Bates
We cheer for our healthcare heros. But do we actually understand what they’re going through?
Today’s guest, Dr. Hisla Bates, does. An Ivy-league trained, board certified psychiatrist, who also happened to have a career as a fashion designer, Dr. Bates coaches women physicians who are experiencing burnout.
Even if you’re not a healthcare professional, you probably understand the toll it can take when you wear busyness as a badge of honor. Dr. Bates brings a firsthand account of the fast-paced lifestyle we’re convinced we need and why normalizing stress is dangerous.
In this episode we cover:
* Why female physicians are at the highest risk for burnout,
* The health scare Dr. Bates faced in her 30s and how that changed her life perspective,
* How to create conditions for creativity,
* Making the distinction between your personal interests and your professional calling, and
* Why “just one more thing” leads to burnout.
This episode is dedicated to those of us who think we can (and should) do it all—as parents, partners, managers, and visionaries.
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Apr 21, 2021
112: Good, Fast, or Cheap - Pick Two
If you’re in business you’re in sales. And every salesperson has to expect negotiation.
When you’re in charge of making decisions you also have the freedom to name your price, availability, and timeline. This is great because as you evolve you can shift your prices, start a waiting list, and let a prospect know when you’re not a good fit.
And still there will always be someone who wants it all and wants it THEIR WAY.
Knowing what you can promise -- good, fast, or cheap -- (hint: it’s never all three) will help you navigate these conversations and uphold the boundaries you need to deliver your highest level of service.
Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.
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Apr 13, 2021
111: On Envy
We all know that social media isn’t everything—it’s a snapshot. Swap that out for newsletters, podcasts, or however you stay connected. We see flashes of success and think, “They’re killing it.”
Some of us are saddled with home responsibilities we’ve never had before — kids being at home 24/7, dishes and cleaning, schooling during the day and working until midnight. Others have had tremendous space to create as the world loosened up on its hurried expectations. But we’ve all experienced envy.
Despite what you’ve heard, envy isn’t necessarily a bad thing. In this episode I’m sharing:
* Why we need to pay more attention to what we’re envious of,
* Important questions to ask yourself to assess whether envy is helpful or harmful,
* A surprising action I took when I was recently feeling jealous, and
* Keeping your sights on the life you want your business to afford you.
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Apr 6, 2021
110: Be Honest With Yourself: Personal Storytelling in Your Brand // Shawnta Jackson
How do you decide which pieces of your story to share and where to share them? How do you know when you’re even ready to do so?
Today’s guest, Shawnta Jackson, is a master at using storytelling to leave a lasting impression. No matter the arena, this successful leader, social entrepreneur, author, podcaster, and single mother commits to showing up as the highest expression of her authentic self. That kind of exposure isn’t easy; even a calculated risk comes with a high degree of anxiety. For Shawnta, however, the rewards of repeatedly stretching beyond her comfort zone - and modeling that lived experience for her audience - continues to inform her life choices.
Shawnta and I discuss leveraging our overlapping personal and professional identities, when appropriate, in the stories we share and journaling as a creative tool for self-assessment. We also talk about sorting through the shame that often keeps us from crafting more compelling narratives.
Please note: We discuss sensitive topics, including domestic abuse. Listen with caution and, if you need to step away, I’ll be back next week with a solo episode.
In this episode, we cover:
* Navigating the in-between stages of life, where we no longer quite identify with the way we once did, but haven't fully stepped into our future identity,
* Journaling as a therapeutic activity and planning device,
* Taking action outside our comfort zones,
* Overcoming the shame associated with sharing difficult life experiences in the content we create,
* The evergreen wisdom of acclaimed mentors, and
* Deciding which of our personas show up where.
Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.
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Mar 30, 2021
109: Building Authority With Your Bio
We all struggle writing about ourselves. It can feel self-important, pretentious, even put on.
Then there are the questions of how to blend what you did before with what you’re doing now and how to sound professional without sounding boring.
Yet bios are important. They capture attention. They build connection. And they help you become more visible.
In this episode I’m giving a rundown of what you need to know to update your bio, including:
* How your about page, LinkedIn profile, social media bio, and press bio differ;
* What you need to know about streamlining your professional narrative; and
* Where to find the best bio inspiration.
Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.
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Mar 23, 2021
108: What If I Don’t Have a Rags to Riches Story?
Oh, the allure of rags-to-riches transformations! We see this genre of messaging everywhere. Perhaps we’ve even surrendered our own histories to the template, running modest career moves and hard work through the wringer until we’ve disappeared from the subsequent tale. Ouch.
I’m here to tell you that the point of your story isn’t just to shock someone. It’s to connect, and to humanize, and to build trust. You don’t have to contort your narrative into a wildly provocative origin story to improve credibility. Sure, rags-to-riches storytelling captivates; it’s glossy, and it’s ubiquitous. But to what end? In this solo episode, I debunk its seductive but ultimately unsustainable charms and offer ideas to help you craft more relatable messaging.
In this episode, I cover:
* The unsustainable allure of rags-to-riches narratives,
* Using “micro-moments” to connect with your audience,
* Disentangling your story from a belief that your life’s purpose must…
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Mar 16, 2021
107: An Alternative To The Lemonade Stand Story
That entrepreneurial origin story of yours could use a refresh. While there’s nothing inherently wrong with the standard lemonade stand tale, much like the MBA story, it’s merely acceptable rather than meaningful. Whether you call it your origin or founder’s story, the true soul that keeps your audience listening lies in the turning points.
But how do you reintroduce yourself after relying on the standard opener for so long? Hint: Don’t start at the beginning. In this solo episode, I explore the questions that inform more relevant, relatable narratives, and share details on crafting origin stories that audiences can feel rather than hear.
In this episode, we cover:
* Why your narrative doesn’t have to start at the beginning,
* Using turning points to provide an audience with access into your story,
* Examples drawn from fellow founders,
* Questions to aid you in crafting a more compelling why, and
* How mistakes and everyday “messiness” leave an…
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Mar 9, 2021
106: Public Speaking As An Emerging Thought Leader // Alexia Vernon
You’re ready to speak more but you aren't sure what to talk about. You aren't even convinced your story is compelling enough to share.
Today's guest, Alexia Vernon, would challenge you on that point. She believes that we are equipped with the tools we need to make an impact from the stage right now. As a sought-after executive coach, trainer, keynote speaker, and author, Alexia’s ease in front of an audience came with patience and practice.
We talk about what it looks like to integrate social justice into our businesses, how the Miss Junior America competition introduced Alexia to public speaking, and why thought leaders must be unapologetic truth-tellers. Throughout our conversation, Alexia illustrates adjustments we can make in our approach to public speaking and how to uncover what it is about our lived experience that resonates with audiences more than expertise ever could.
In this episode, we cover:
* The defining experience that introduced Alexia to public…
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Mar 2, 2021
105: Why Your Brand Is Attracting Clients Who Can't Afford You
It takes more than raising your prices to attract premium-paying clientele. Your brand approach has to instill confidence that you can serve them in the way they need and expect.
This is where the small businesses and agencies of the world become differentiated.
In this episode I’m sharing 7 things that premium clientele are looking for and the 5 tactics we’ve been taught that are creating question marks in their minds. I share:
* How to adjust your brand approach to instill confidence,
* Why you need to review in your customer experience right now,
* The mistake I made when trying to convey a customized approach,
* How important social media is to clientele with cash on hand, and
* Whether top-paying clients want to be educated or not.
Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.
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Feb 23, 2021
104: When The Goal Isn't To Scale
Scaling and growing aren’t the same thing. All businesses should experience healthy growth. Not every business is destined to scale.
The same goes for teaching. Not every business owner is a great instructor. Some of us thrive when solving problems in real time with others—let’s be honest: we’re the ones who step in when someone doesn’t get it quickly enough.
In this solo episode I explore an important question: Is it enough to want to make a really good living doing 1:1 work?
In this discussion I cover:
* How your work inherently changes when you scale your business,
* What I learned from a job that kept me in perpetual launch mode,
* Why it’s important to personally define your success metrics, and
* The rarely discussed but very lucrative reason to provide top-level 1:1 services.
Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.
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Feb 16, 2021
103: Relying On Talent Isn't Enough
Early in our lives we learn to strive for good grades. We begin to understand the connection between being smart and succeeding. So it’s quite a jolt when we realize that in entrepreneurship simply being smart isn’t enough.
There will always be people who aren’t as smart as you who own a much more profitable business.
This episode focuses on the tools we need aside from book smarts to create long-term success. These are the tools we don’t even realize we’re developing until we look in the rearview mirror.
I talk about:
* How mothering through a pandemic has made me doubt myself in business,
* The reason Tom Brady’s rise to success is relevant to entrepreneurs,
* Why it’s essential to position yourself when you’re the best at what you do, and
* Sharing how your pandemic experience is relevant to your brand’s story.
Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.
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Feb 9, 2021
Empathy: 2021's Missing Ingredient // Allie Morris Nute
“What should I post today?” is a good question but it’s the wrong question. It’s the question that makes marketing feel too self-serving and endlessly complicated.
Today’s guest is client turned good friend, Allie Morris Nute of Verb House Creative. Listen as she talks about the role of empathy in marketing. The fire in her veins she speaks of is something we should all feel when we’re talking about our businesses.
This conversation is one we’ve had many times on our own—why hustling your way through content development will never work and how it feels as a consumer to be shouted as rather than spoken to.
In this episode we cover:
* Why Starbucks’ CMO deserves a raise,
* Getting support from someone does similar work to you,
* Whether or not solitude can make us more empathetic,
* Figuring out which pieces of our story are appropriate to share, and
* Whether you are or aren’t responsible for finding the answers for your clients.
Visit Pattern of Purpo…
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Jan 26, 2021
101: 7 Words To Pull From Your Website Today
Words, just like fashion, can be trendy. Just audit five sites of the people you follow on Instagram. My guess is you’ll very quickly notice themes in the words they use to describe what they sell.
If you want to stand out—because everybody wants to stand out (I’m aware of the irony in using this trendy phrase)—you have to use language that captures that difference. General, lofty words and phrases won’t do the trick.
In this episode I’m covering:
* The seven most common offenders,
* Why these words have lost their meaning, and
* And how to choose words that better describe the value you offer.
Enjoy this episode? Do me a solid and take 60 seconds to submit a review of the show. It helps provide the social proof to attract inspiring guests and reach new audiences with the show.
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Jan 17, 2021
100: Staying Relevant During An Identity Crisis
When you’re in the midst of a professional shift it can feel impossible to make sense of your message, let alone consistently produce content to share with others. So how do you show up authentically and intentionally when your identity feels like a moving target?
Contrary to what you may have heard, you don’t have to share every piece of this transition. And what a relief that is.
In this milestone episode (1-0-0!) I’m talking about:
* The differences between you view your brand and how others perceive it,
* When you should make an announcement about changes and when that’s not necessary,
* 5 tips to help you move through this phase without ghosting your followers, and
* Getting past the resistance of putting yourself out there after pivoting your professional direction.
Visit Pattern of Purpose for show notes and to nominate someone you'd love to hear on this podcast.
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Dec 22, 2020
99: I Got 99 Problems But...Yeah Let's Talk About That // Amenah Arman
After being stigmatized for decades, mental health is frequently the subject of national headlines. Unfortunately, while the conversation about support is gaining momentum, access to providers has not kept pace. The practice of modern day therapy is still viewed as a luxury commodity where many people, communities of color especially, are not adequately represented or served.
In the last episode of 2020—a year where mental wellness has been threatened for all—I am honored to be joined by Amenah Arman, a nontraditional therapist for biculturals and creatives based in Atlanta.
On this episode we talk about:
* Why it’s so important to feel understood by your therapist without having to educate them,
* Getting past the fear of being judged for your imperfections,
* The fine line between counseling and coaching,
* Resources to help you avoid burnout and move past stuckness, and
* How to find a therapist that works for you.
Visit Pattern of Purpose for links to show notes…
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Dec 16, 2020
98: Are Multipassionates Destined To Pivot?
When you’re a person with multiple interests life can feel like you’re constantly going against the grain. Society tells you to “find your true calling” and “choose one thing” when you’re juggling the ten open tabs in your brain.
If you’ve ever wondered if you have too many interests and are struggling to make sense of all the pieces of you, this episode is worth a listen.
On the last solo episode of 2020 I share:
* What it’s like to pursue very callings in very different fields,
* Why defining your personal brand by your titles is ineffective,
* The myth of finding your passion, and
* Understanding which interests deserve to show up in your work and which ones don’t.
Join me for my upcoming workshop: Tapping Into Your Zone Of Genius: Working in it, expanding it, and sharing it with others
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Dec 8, 2020
97: Small Shifts to Achieve Brand-Life Alignment // Xanthe + Frank Appleyard
Traditional branding advice would tell you to rebrand every 3-5 years. Invest big, campaign the hell out of it, and then rebrand when you need to reimagine your business. But how well does that model work for small businesses?
On this episode I’m joined by Xanthe and Frank of Oh Sierra to talk about a more sustainable (and life-giving) way to view branding.
We spend our time chatting about:
* The difference between what you want and what you’re aligned with,
* Letting go of things you’re not good at...even when you want to be good at them,
* How to let go of the fear of being boxed in by your brand, and
* Serving a client’s full needs without having to claim expertise in every area.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Dec 3, 2020
96: Stop Doing Shit You Hate
2020 was a year that brought us up close and personal with what drains us and what brings us energy. Slowing down from the rapid pace of life we were used to has made us realize how much of our day is spent doing things that we don’t enjoy. It’s brought into question whether we’re fulfilling our true potential or not.
Even when we fill our days with the things that we’re good at we miss out on doing the things that we’re great at. On this episode I urge you to consider what it could look like if you only said yes to those things that fit squarely in your zone of genius.
I also cover:
* Why we slip into patterns of doing things we don’t want to do (even when we know better),
* The danger of getting stuck in our zone of excellence,
* How to identify your zone of genius,
* How experiencing flow can inspire and direct your message, and
* A helpful prompt to identify what’s keeping you stuck.
Join me for my upcoming workshop: Tapping Into Your Zone of Genius: Wor…
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Nov 24, 2020
95: The Inner Game of Leadership // Crosby Noricks
As a rising fashion PR professional, Crosby Noricks spent years in environments where she was told her skills and time weren’t of value, often being passed over for the latest and greatest intern. Pouring her creative energies into a side business—one that blossomed into PR Couture—she now provides thousands of women hard won industry and leadership lessons.
We spend our time talking about why we’re tricked into thinking being a leader means having it all figured out—how we’ve both learned to take risk and lean into the vulnerability of the unknown. As the conversation unfolds, we uncover what it means to be in a season of getting quiet with ourselves after a season of searching for answers with the next coach or strategist.
We also discuss:
* The elusive search for a mentor,
* Responsible risk taking as the head of a business and a home,
* Forcing readiness, and
* Shifting our focus from systems and strategy to self-awareness and self-trust.
Visit Pattern of Pu…
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Nov 17, 2020
94: Why "Customized To You" Isn't A Unique Selling Point
When I ask my clients what makes their service unique, I always hear, “What I provide isn’t a template—it’s customized to you.” If my people are saying this, yours are probably too. This begs the question: is it really unique if everyone’s doing it?
In this episode I’m talking about an unexpected outcome of the over-customization allure—one that leads us straight down the path to burnout.
I’m also talking about:
* How we’ve tricked ourselves into believing templates aren’t valuable,
* More effective selling points than “customized,” and
* Seeing the value in less.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Nov 3, 2020
93: Humor Branding: It's Not Just For Funny People
On this podcast we’ve talked about disagreement. We’ve talked about fear. And we’ve talked about overwhelm. But today’s Election Day and I think we all deserve something a bit more lighthearted, no?
I’m joined by Allie LeFevere and Lyndsay Rush, co-founders of the humor branding agency, Obedient.
We spend our time chatting about:
* How two best friends run an agency without killing each other,
* Why many leaders fear humor tactics,
* What humor looks like — beyond snarkiness and dirty jokes,
* How Obedient weaves humor across their entire customer experience, and
* Why being polarizing is a good thing.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Oct 27, 2020
92: Turning Up The Volume On Your Unpopular Opinion
When we hear someone say something out loud that most people only think it makes us uncomfortable. But it also draws in those who think: YES, FINALLY someone is saying it!
So if this works — if it grabs attention and differentiates — why aren’t we spreading our opinions more frequently?
On this episode I answer that question and others, including:
* How to uncover your own unpopular opinion,
* Moving past what you’re against to voice what you’re for,
* The important connection between your opinion and your path to thought leadership, and
* Why it’s important to anticipate controversy.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Oct 13, 2020
91: Storytelling x Sales // Nikki Rausch
An unfortunate result of highly aggressive, bro-tastic marketing gurus shouting at us to learn their “latest and greatest tips” is that we tune their message out completely. We associate sleaze with sales and do the opposite of what they say, nearly to the point of avoiding sales conversations altogether.
If you’re a skeptic, I ask that you give this topic another chance. As you’ll learn in this episode, selling isn’t just about bringing new people in; it’s about giving our current customers an opportunity to continue receiving highly valuable results.
For this conversation I’m joined by Nikki Rausch. Nikki uses her two decades of experience selling to organizations like The Bill & Melinda Gates Foundation and NASA to help business owners reframe the concept of sales and create true connection.
On this episode we discuss:
* The fine line between giving too much away for for and providing extreme value,
* Where storytelling and sales converge,
* How your lived ex…
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Oct 6, 2020
90: Disagreeing Better // Tammy Lenski
As humans, we have a hard time setting aside our own opinions and beliefs to consider someone else’s. This is especially true when it’s something we care about. So we cluster ourselves in communities with those who think like us, avoiding confrontation at all costs.
This begs the question: is it possible to have strong conflicting opinions and still maintain strong relationships?
Today’s guest, Dr. Tammy Lenski believes we can and we must. The goal is not to avoid conflict. It’s to engage in it more constructively.
As a conflict resolution writer, speaker, and teacher, Dr. Lenski works with people who want to or must stay together but are living in a state of tension. She helps buffer their relationships from the negative effects of conflict.
On this episode we discuss:
* What happens when we avoid conflict in our lives and work,;
* The difference between being submissive, assertive, and aggressive and what we should aim for;
* Positive outcomes that are associated w…
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Sep 22, 2020
89: If You’re Overwhelmed, Your Clients Are Probably Underwhelmed // Megan Pollard + Michelle Lindsay
Why say more when less will do? Well, because it’s easier. Sending all of your information to your clients up front may help you feel more accomplished, but it won’t necessarily create a better client experience.
When we’re adapting to new schedules, experiencing business and life changes, and evolving our brands it can feel like the only way to stay above water is to track every task ourselves. But even when we’re checking items off our list, our clients aren’t automatically protected from our overwhelm.
Today Megan Pollard of We Choose Joy and Michelle Lindsay of Michelle Lindsay Photography are joining me to talk about how to get your life back while still meeting your ambitious business goals and wowing your clients.
On this episode we discuss:
* The most common business communication mistakes,
* What the difference between the customer experience and customer journey is,
* How to help your prospects say yes,
* The surprising reason systems make your business…
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Sep 15, 2020
88: Owning Your Identity Through An Evolution // Erica Courdae
Entrepreneurs know that one year can feel like seven. We learn lessons fast and hard, which means our businesses are constantly evolving. But evolving is uncomfortable — like our ideas are laid out on the table without any rhyme or reason.
Erica Courdae knows this feeling intimately. She’s back on the show to reflect on being propelled into the spotlight earlier this year and how important it was to have consistency in her message, positioning, and owning her multifaceted identity during this time.
On this episode Erica and I discuss:
* What it feels like to get an influx of new followers and prospects on your channels overnight;
* How strong the urge can be to water down your message for fear of being too much;
* The power of having a strong and accurate bio;
* Why every leader, no matter their expertise, needs someone to help them see their greater potential.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Sep 1, 2020
87: Social Worker to Storyteller: The Nonlinear Career Advantage
Sources tell me there are some magical unicorns out there who chose a career at 17, studied that field, and seamlessly grew a multi-six-figure empire by 27. That was not me. And I’m guessing it wasn’t you either.
As a multi-passionate my career has twists and turns that I used to be ashamed of. It wasn’t until I owned my story and stopped trying to adopt someone else’s that I became clear on my unique value.
On this episode I share:
* Why it’s hard to build a reputation for yourself when you’re shifting focus every few years,
* How to identify important through lines in your experience,
* The reason telling your story can liberate your audience, and
* How to use your journey to differentiate yourself from others in your industry.
Visit Pattern of Purpose for complete show notes.
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Aug 25, 2020
86: What To Do With An Idea: A New Service Or A New Brand?
One of the most challenging tasks we have as entrepreneurs is sorting promising ideas from distractions. With no one giving us creative direction, we’re left making executive decisions that shape the trajectory of our reputation and profitability.
Former client, Marcy Wacker, joins me to talk about the decision to seek out an advisor as she evolved her work. After 20 years of freelancing and teaching, she created a mentorship program for designers to provide the type of guidance and support she could have used along the way.
On this episode Marcy and I discuss:
* How creatives personally identity with their work,
* The process of shedding things that are no longer useful to you,
* Determining whether your ideas fit under your existing brand framework...or not, and
* Why working with someone else can give you the courage to pursue something new.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Aug 12, 2020
85: You've Launched. Now What?
After a launch there’s a collective sigh of relief: we did it! But, as we all know, the launch is only the beginning. Consistent messaging is required to get in front of your audience and drive them back to your digital home.
On last week’s show I covered several important considerations you need to make before hiring a copywriter. This week I’m sharing what you need to take the beautiful words your copywriter delivers and use them as a guide for ongoing content.
On this episode I’m talking about:
* Distinguishing between interesting content and relevant content,
* The reason message themes will help you show up more frequently,
* How to highlight your competitive advantage in your message, and
* The easiest way to figure out which of your stories are relevant to share.
Visit Pattern of Purpose to sign up for my newsletter and receive all of the exciting free content I mention at the end of this episode!
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Aug 7, 2020
84: 5 Things You Need To Know Before Hiring A Copywriter
Not everyone is a writer. Even fewer of us enjoy writing for ourselves (count me out here). Yet when we’re hiring someone to write on our behalf the biggest worry we have is whether they’ll be able to capture our voice.
I don’t want you to pay for words you never use. That’s why I’m dishing from a writer’s perspective on all of things you don’t know to ask until you’re deep in the copywriting process.
On this episode I’m talking about:
* How to distinguish between someone’s system and a formula they apply to everyone,
* Popular selection criteria that I disagree with,
* Using what your copywriter produces as a roadmap for future content, and
* Setting realistic expectations for this investment.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Jul 28, 2020
83: The Stories That Shape Who We Are
As pandemic fatigue has set in, we are faced with the possibility that life may continue as-is for the foreseeable future. Shifting from “new normal” rhetoric to conversations about connection, support, and vulnerability has become necessary for us to thrive through uncertainty.
On this deeply personal episode of Pattern of Purpose, I share reflections on the first Range supper club event, where 8 women gathered to talk about how 2020 has changed their outlook on work, life, and identity.
I also share a story from my childhood that has shaped how I react to stress. Uncovering this pattern has allowed me to more clearly understand my behavior and welcome calm into my life at a much needed juncture.
On this episode I explore:
* What happened after opening up space on my calendar,
* Purposefully being around people who think differently than you,
* Over/under-functioning in response to day-to-day anxiety, and
* How understanding my story has allowed me to move through it.…
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Jul 14, 2020
82: Rediscovering Who You Are By Taking A Pause Moment
Constantly churning out work doesn’t allow for breathing room. Just like you can’t sit down at the computer and force an idea out, you can’t innovate under pressure. So if you want to grow, you’ve got to give yourself space to think.
Recording this episode on the heels of a much needed vacation, I’m back with some thoughts on how our work should support our lives, not the other way around. Jumping back into a routine after seven days of sun and sand was difficult and pushed me to consider how a routine was serving me...or not.
On this episode I reflect on:
* How time away from my inbox reminded me of the way I want to be spending my days,
* The reason doing rather than being stifles our creativity,
* Why Covid-19 requires us to start with a blank state, and
* What changes I’m making to the podcast due to this newfound awareness.
Learn about my newest endeavor, Range, a virtual supper club: www.patternofpurpose.com/range
Visit Pattern of Purpose for show notes a…
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Jul 7, 2020
81: Finding Your PR Rally Cry // Cher Hale
There’s this pervasive belief that PR exists to make people famous. But even if you have a great idea, you must be able to prove others care about what you have to say and sell in order to get featured.
Cher Hale, founder and director of Ginkgo PR, joins me to talk about crafting your message and nailing your story before undertaking PR efforts.
With a focus on amplifying underrepresented and marginalized voices, Cher is passionate about diversifying our feeds. Because it’s easier than ever to self-select the media that we consume—only opting in for those that think, look, and act like we do—she’s working to ensure more representation in mainstream media.
On this episode we’re discussing:
* Specific PR assets you need, including a speaker one sheet, media kit, and press kit;
* Proof points and credibility markers that help media know they can trust you;
* Figuring out who you’re specifically trying to reach with your message; and
* How to build a more positive…
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Jun 30, 2020
80: Please Don't Call Yourself A Thought Leader
There’s an interesting trend in bios recently - executives dubbing themselves as thought leaders. This feels a bit like appointing yourself as the GOAT. Do you really get to make that call? And if you’re making it, is it true?
What defines a thought leader? Is it someone speaking on stage? Is it maintaining the highest earnings in your category? On this episode I’m taking the focus off of the title to uncover the actions you need to take to become seen as a thought leader.
I’m talking about:
* How to gain influence through your perspective, lived experience, and knowledge;
* The difference between thought leaders, influencers, celebrities, activists, and changemakers;
* Why every business leader should develop their own thought leadership; and
* How you can adopt the title of changemaker by leading through your values.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
Want to work with me? Get in touch!
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Jun 23, 2020
79: What's In It For Me?
Effective communication is about relevance. It’s about centering what you want to say with what others think, know, and feel. I’ve been at this work for a while; long enough to know why some messages stick and others go unheard.
On this episode I’m leading you through how to shift your communication from the “me” show to something that deeply resonates with your audience and holds their attention. Even if you consider yourself a good writer or a good communicator, you might be surprised at where you’re falling short when you’re asking someone to take an action.
After listening to this episode you'll know:
* The two questions you must ask yourself every time you’re crafting a message,
* What to ask to better prepare yourself for speaking engagements,
* Where I see people misuse personal stories,
* Why listing features encourages consumers to price shop, and
* How to more effectively pitch yourself for new opportunities.
Visit Pattern of Purpose for show not…
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Jun 16, 2020
78: Leading With My Values—You Coming With Me?
For a long time I believed defining your values meant simply choosing a select few nouns to showcase on your website. Working for nonprofits for over ten years meant I adopted my organizations’ values as my own; their mission was mine—no question. As a business owner, I’ve realized this passive act of adoption isn’t enough.
If we’re not explicit with our values, we’re part of the problem. Frustration and belief alone won’t change anything. And values simply aren’t values if you only promote them when you’re faced with “allegations and accusations.”
This episode is my attempt at being forthcoming with what I believe in. I’m asking you to listen, consider how this aligns with what you believe, and whether you’ll join me—with unwavering uncertainty—to use your business as a force for change.
On this episode I share:
* Why I was wrong in assuming naming and embedding my values in my messaging was a political act reserved only for activists,
* How impor…
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Jun 9, 2020
77: Seeing The Opportunities Right In Front Of You // Yully Ludena
The upside to goal setting is thinking big. The downside? Focusing too much on the future. When we’re so intent on getting where we want to go we can’t clearly see the opportunities that are ripe for the taking.
On this episode, my client, Yully Ludena, joins me to talk about her journey from starting a business with nothing but $500 and a traveling massage table to building a successful therapeutic massage business right outside of the nation’s capital.
Just one month before Covid-19 struck, Yully opened a brand new facility, expanded services and hired a new therapist. Yet, you’ll hear that she never doubted the future of her business. This positive perspective and practice of gratitude is just what has helped her grow a roster of dedicated clients who consider her both a healer and friend.
On this episode Yully and I discuss:
* Growing a business with a service mindset,
* The perspective her Peruvian childhood gave her on adjusting to challenging times,
* How she f…
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Jun 2, 2020
76: Leave Fear-Based Messaging Behind
As we’ve been living through COVID-19, it’s been fascinating to examine the messaging behind mask wearing, quarantine orders, and re-opening the country. While, on the surface it may seem like public health messaging is drastically different from the approach small businesses take, there is a connection.
That’s the use of fear tactics.
On this episode I’m sharing why I believe using fear in your messaging and marketing is ineffective and how it may backfire on you.
More specifically, I cover:
* How my background in health communication informs my work today,
* Case studies of campaigns that centered on fear tactics,
* Whether scarcity tactics are good to use in your messaging, and
* The emotions that will build connection and trust more effectively than fear.
In light of recent events, I've updated this episode to address what fear has to do with allyship and dismantling white supremacy. I mention helpful resources to educate and engage in the work and why claiming…
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May 26, 2020
75: The Female Advantage In Business // Tracy Brosnan
While we’ve made huge strides, the reality is that many women still have to fight for a place at the table. The irony is that those who are making executive decisions about how to solve women’s biggest problems are not, in fact, women themselves.
Tracy Brosnan joins me to talk about the influence of strong female mentors in her career and her best advice for shining light on your strengths even when no one else is.
On this episode, Tracy and I discuss:
* Her experience working her way up from NYC’s restaurant row to some of the biggest creative agencies in the world,
* The importance of surrounding yourself with strong women,
* Being forced into a choice to have a big life or a big career,
* How to assemble diverse and effective teams, and
* How to allow your values guide your career decisions.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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May 19, 2020
74: What’s Behind A Name?
Whether it’s a business, product, or podcast, naming is a highly personal process. The message your brand name sends is more powerful than any long-form content will ever be. It builds your reputation, sets the tone, and suggests what you do.
The brilliant part about having a strong name is that there tends to be a story behind it. That story is one you’ll share time again to bring meaning to your brand and connect with those you’re seeking.
On this special birthday episode I’m sharing:
* How I came up with my business name, Pattern of Purpose;
* Whether to name your brand your own name...or not;
* Specific ways to share the meaning behind your brand’s name; and
* The most important thing to know before naming anything.
If you haven’t already left a review, would you consider doing so? Reviews fuel this podcast and let me know what content you’re looking for. Simply head to Apple Podcasts and share why you tune in.
Visit Pattern of Purpose for show notes and…
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May 12, 2020
73: Live Coaching: Connecting Over Selling // Pat Flowers
There are so many tips, tricks, and tactics that promise to make your business profitable overnight. But somewhere in between marketing and closing the sale, we forget the people we’re selling to are people, not avatars.
On today’s episode, Pat Flowers, shares what it feels like to be on the receiving end of this—when you don’t fit anyone’s ideal customer persona. I coach her through tapping into her audience’s needs and motivations and building a brand message for her passion-fueled product-based business.
On this episode we discuss:
* The power of asking for what you want,
* Why you have to take the time to get to know who’s already in your audience,
* Breaking through the noise of online marketing advice,
* Tapping into your customers’ emotions before and after they buy from you, and
* How to sell what you’re passionate about.
If you're listening and enjoy the show, would you please consider giving us a review? Simply head to Apple Podcasts, search f…
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May 5, 2020
72: It’s More Important To Be Respected Than Liked // Tamera Darden
The most common reason we don’t show up as ourselves is the fear of rejection. It’s human nature to be liked. However, no one is for everyone. If your message is only scratching the surface because you’re afraid of the fallout, you’re also missing out on deep connections that stem from such authenticity.
Today’s guest, Tamera Darden, joins me to talk about embracing your value, speaking your truth, and letting go of services that don’t serve you.
On this episode we discuss:
* The strong desire humans have to relate to each others’ stories,
* How our formative experiences shape our willingness to share our voice,
* Expecting people to disagree with you,
* How to recognize when you’re trying to prove yourself vs. be yourself, and
* Why charging your worth is terrible advice.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Apr 28, 2020
71: Now, More Than Ever, You Must Communicate Your Point Of View
While everyone is telling you to pivot, I’m asking you to pause. Rather than being distracted by the “most promising” new tactic or trend, what if the key to success was simply speaking your mind?
Sharing your point of view can feel uncomfortable, especially when you have an unpopular opinion, but it’s the quickest route to drawing your people in and sending the others elsewhere. Today’s episode is all about weaving your point of view into your message so that you can stand out from the noise.
On this episode I discuss:
* Why you shouldn’t spend your time digging for your brand personality,
* How clearly articulating your values helps people feel emotionally connected to your brand,
* What will make your audience stop the scroll and listen to what you have to say, and
* The power of being divisive with your content.
I’m asking for your help. If you haven’t already done so, please rate and review the podcast. Simply click on the show (not episode) on your pod…
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Apr 21, 2020
70: Being A Magnet For Your People // Emma Hicks
High performers get it done. They’re the ones we see on the cover of magazines sharing their story of success. But the climb to the top is rarely broadcast. Emma Hicks joins me to share how she’s used her non-traditional story to attract women who are ready and willing to bet on themselves.
On this episode, Emma and I discuss:
* What happens when you build a business to fill a void in your life,
* Accepting that success isn’t always on the other side of hard work,
* Why it’s so hard to see ourselves as others do,
* How we make up stories to keep us from the things we really want, and
* The importance of finding a space where you can fully be yourself.
Visit Pattern of Purpose to show notes and links to resources mentioned on this episode.
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Apr 14, 2020
69: Just Because You're Posting Doesn't Mean You're Marketing // Stacey Harris
PR professionals love to say, “all attention is good attention.” So if you’re consistently putting out content, you must be getting results from those efforts, right? According to Stacey Harris, not necessarily. On this episode, Stacey joins me for a quickfire Q+A, calling out common marketing myths and sharing the three questions you must answer to create a marketing plan that works for your business.
On this episode, Stacey and I discuss:
* The important distinction between marketing and messaging,
* How to set your marketing up as the solution to someone asking to pick your brain,
* The biggest mistake people make when creating content,
* When it’s worth it to invest in paid ads, and
* One action every business can take to have better marketing results.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Apr 7, 2020
68: Anniversary Episode: What I've Learned In One Year of Podcasting
There are so many things I’ve learned in the past year that no one was talking about when I launched this show. On this special anniversary episode, I’m an open book, answering questions you’ve submitted about podcasting. I’m detailing my lessons learned, cringe worthy moments, and how I’ve been able to show up to the mic each week to record.
My friend, Kate Farrall, interviews me for a change, asking:
* Why I started a podcast,
* How my goals have shifted since episode 1,
* Whether download numbers matter (or not),
* The cost to produce the show,
* How many clients I’ve gotten from the show,
* What I would do differently, and
* The number one question everyone needs to ask before starting a podcast.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Mar 31, 2020
67: Creating Communication Structures To Improve The Customer Experience // Laura Matteson
While your reputation begins with your messaging, it doesn’t end there. Crafting your customer experience is vital, especially when working with busy people. Laura Matteson joins me to talk about how she wrangles big ideas through a structured workflow, allowing clients to feel ease even when they’re unsure of what the end product will look like.
On this episode, Laura and I discuss:
* Marketing a service to people that they don’t even realize they need,
* Balancing efficiency with a human touch,
* The distinctions between project customization and personalization,
* The importance of structure in the creative process, and
* Why overdelivering may actually be backfiring in your business.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Mar 24, 2020
66: Pivoting Your Message Beyond “How Are You Doing?”
You know you need to pivot what you’re saying but you aren’t sure what you should be talking about instead. You’ve been wondering if your business is relevant. Is it appropriate to sell right now? Do people care what you have to say? I’m answering these questions and more to help you show up as a leader your audience can relate to.
On this episode, I share:
* How to provide your audience with value as you pivot,
* The four things your messaging should be focused on right now,
* Questions that will result in relevant content, and
* The difference between nurture cycles and sales cycles.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Mar 17, 2020
65: How to Keep Creativity High During Uncertain Times
When we accept the role of entrepreneur, we also accept a certain level of uncertainty in our lives. But when we feel anxious about that uncertainty, it’s hard to stay creatively inspired. I’m sharing 8 ways you can infuse creativity into your days when it’s difficult to plan for the future—whether you’re quarantined due to COVID-19, experience an interruption to your schedule, or are facing a slow season.
On this episode, I share:
* Why you can’t expect business as usual in unusual times,
* The opportunities you have now that you may not have had before,
* What I’m doing to stay engaged and inspired, and
* How flexing your creative muscles in your home can recharge your work.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Mar 10, 2020
64: What It Means To Step Into Who You Are
Taglines are hard work. They’re personal and they carry weight. And the best ones create an emotional response. That’s a tall order. So how do you land on the right one? What does it look like to synthesize your mission? I’ll be exploring these questions and more as I share why it was important for me to have a tagline, how I nailed mine, and what these five words mean to me.
On this episode, I share:
* Why I rejected my tagline when I first found it,
* The importance of having someone reflect back what you’re saying,
* Feedback my coach has given me on proving it vs. being it,
* Why women have to choose between being likable and successful, and
* Four exercises to reflect on what makes you stand out.
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Mar 3, 2020
63: Becoming a Peak Performer Starts With the First Step // Brett Eaton
Introvert or extrovert, when you work in the business of supporting other people, you’ve got to be on your game. And yet we often struggle to show up that way when we’re depleted ourselves. Brett Eaton joins me to talk about how to avoid spending every day wishing for the weekend and the secret behind those people who always seem to have pep in their step.
On this episode, we discuss:
* Facing fear and how it builds up when we avoid it;
* Why being good at something isn’t the same as being fulfilled by it;
* Who you have to become to reach your goals;
* The importance of filling your own tank when you work in a people-centric role; and
* Why Brett’s so into cold showers, routines, and sharing when he struggles.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Feb 28, 2020
62: The Difference Between Your Brand Message and Your Marketing Messages
If you’re introducing something new, reimagining your business, or pivoting your work, you need a brand message that serves as your north star. Truth is—that’s really hard to do when you’re focused on the details of what you’re selling. This episode is inspired by the process of working with two of my visionary clients as I helped them pull back to see the connections between what they offer and introduce their brand through its highest value.
On this episode, I share:
* How to distinguish between what your business does and why it exists,
* Why developing a brand strategy is a critical step before marketing your services,
* The reason it’s normal to consistently develop new marketing messages, and
* How to craft an enduring brand message that is relevant no matter what you offer.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Feb 25, 2020
61: Why Business in 2020 Requires Us To Be Vulnerable + Visible // India Jackson
With more competition than ever, all businesses—whether locally based or virtual—need to be sure their brand experience is reflected in person and online. Putting out content is no longer enough. People want to align with the humans and values behind a brand. If you’ve been resistant to share what you stand for, India Jackson is here to guide you through it.
On this episode, India and I discuss:
* The reason every business needs an online and offline marketing presence,
* The mistake that cost Blockbuster their existence,
* Why many marketing formulas are failing us, and
* Tips for showing up when you aren’t used to being on screen.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Feb 21, 2020
60: Writing Your Brand Elevator Pitch
There aren’t many situations that can induce panic in professionals more than the question, “What do you do?” As CEOs, we have a bad habit of making a judgment call
when meeting someone—either they’ll understand what we do or they won’t. This episode will help you craft a memorable response that ends the ramble and ensures you’re not missing out on potential leads by missing the mark.
On this episode, I share:
* Where most introductions fall flat,
* Why your job title isn’t enough to get people to care,
* The difference between an elevator pitch and a brand pitch,
* Specific examples of effective brand elevator pitches, and
* How to get your hands on the free brand elevator pitch guide I’ve created.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Feb 18, 2020
59: Weaving Your Story Through Your Second Career // Laurel Smith
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.
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Feb 14, 2020
58: Behind the Scenes of My Rebrand // Shauna Haider
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.
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Feb 11, 2020
57: What it Takes to Uplevel—You Can’t Have a Premium Brand with a Walmart Mindset
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.
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Feb 7, 2020
56: Copywriting Hacks for People Who “Aren’t Good at Writing”
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.
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Feb 4, 2020
55: How Developing a Wealth Mentality Can Inspire Your Audience and Increase Your Prices // Jereshia Hawk
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.
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Jan 31, 2020
54: A Foolproof System for Tracking Customer Needs
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.
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Jan 28, 2020
53: Standing Out For Your Specialty in a Saturated Market // Roshel Ryan
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.
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Jan 24, 2020
52: How to Use Storytelling in Your Marketing Without Any Framework, Template, or Guide
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.
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Jan 21, 2020
51: Positioning Yourself As a Premium Brand Through Wild Transparency // Valerie Gernhauser
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.
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Jan 17, 2020
50: Taking Prospects Behind the Scenes With Case Studies
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.
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Jan 14, 2020
49: You Can't Think Your Way Through Business Growth // Shana Dewitt
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.
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Jan 10, 2020
48: Showing Up Online The Same Way You Do In Person // Zaid Bakeer
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.
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Jan 7, 2020
47: The Most Common Rebranding Mistake Small Businesses Make
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.
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Dec 31, 2019
46: 2019: My Year In Review
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.
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Dec 26, 2019
45: Are You a Perfectionist or Do You Just Have High Standards?
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.
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Dec 24, 2019
44: Choosing Joy When It All Falls Apart // Megan Pollard
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.
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Dec 19, 2019
43: Interviewing Your Customers to Pinpoint Your Value Proposition
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 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.
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Dec 17, 2019
42: Making The Decision To End A Business // Kristy Duke
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.
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Dec 12, 2019
41: Conducting Market Research Without Falling Into the Comparison Trap
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.
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Dec 10, 2019
40: An Imperfect Conversation About Diversity, Equity, and Inclusion // Erica Courdae
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.
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Dec 5, 2019
39: Seeing Your Brand as Your Audience Does
When was the last time you checked in on the state of your brand? I’m walking you through how to conduct a brand audit and the mistakes you may be making when communicating with your audience.
As entrepreneurs, we’re idea people. We change and add things all the time.
But as we move through business at a quick clip, we become further and further away from our customers. It becomes impossible to see our brand and hear our messages as they do.
On this episode, I’m sharing:
* Why the curse of knowledge is hurting your message,
* The real reason entrepreneurs aren’t asking for enough feedback,
* When you should be conducting a brand audit,
* And what you need to protect your creative investments.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Dec 3, 2019
38: Leading An Industry Through Community Building // Chris Spear
You’ve probably used #communityovercompetition in one of your social posts. But what does that really mean? Chris Spear shares his motivation behind unifying an industry and sending business to his competition.
I met Chris when he created a custom dinner for my Back to Business retreat attendees earlier this fall. After sharing the story behind each course, Chris opened up a bit about his business journey. It was then I knew I had to have him on the show to share his unique approach to bringing an industry together.
On this episode, Chris and I talk about:
* Building a business that didn’t exist elsewhere,
* Marketing an unfamiliar concept to a niche audience,
* Refusing to compromise your vision for a quick paycheck,
* Selling convenience, and
* Why he built a community full of his competition.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Nov 26, 2019
37: How to Prepare For a Brand Photoshoot As a Consultant, Strategist, or Service-Based Business
You want more than a headshot—and the staged computer shot is so overdone—but you aren’t quite sure what type of images will best reflect your business. I’m sharing my best tips for capturing your brand essence when what you sell is inside your head.
On this episode, I’m sharing:
* Painful lessons from seven years of photoshoots,
* What you need to decide before you hire a photographer,
* How to build a mood board and shot list,
* The best way to dress for your shoot, and
* How to remain relaxed on shoot day.
Want all these tips at your fingertips? Join my list to receive this and other episode-specific action guides.
For show notes and links to resources mentioned on this episode, visit Pattern of Purpose.
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Nov 19, 2019
36: Customizing Your Experience With Client Gifts // Torrance Hart
Your customer experience is what will turn happy clients into referral machines. Torrance Hart of Teak & Twine shares how we can include personal touches throughout our engagements with purposeful client gifting.
The art of a handwritten note has been all but lost in the busyness of our days and instant gratification that comes with digital messaging. While our customers are looking for results, being thoughtful enough to send gratitude, connect personally, and keep their experience front of mind is what will take our brands from ordinary to stand-out.
On this episode, Torrance and I chat about:
* Recognizing when you’re limiting yourself,
* The benefits of starting small,
* Investing in your business strategically,
* Paying attention to what your audience is asking for, and
* The one thing your customers will swoon over (that costs NOTHING).
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Nov 12, 2019
35: The Best Marketing For Your Personality Type // Brit Kolo
What does your personality have to do with how you should promote your work? And how is that different based on if you’re a solopreneur vs. leading a team? Brit Kolo joins me to talk about ditching the general approach to marketing and choosing specific activities that will work for you.
I believe there are two types of people in this world — people who love creating content and people who love sharing content. I’m in the former category.
If you are too, I bet you’ve been turned off by marketing experts telling you that in order to be successful you need to be everywhere all the time. If I could guess, this advice just makes you turn more inward focusing on the work rather than the promotion.
But no one knows how to hire you if you’re hiding.
Brit has found a way to make marketing easier — and might I say enjoyable — for all of us.
On this episode, Brit leads us through:
* How to find the best marketing activity that fits you,
* Saying…
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Nov 5, 2019
34: Dip Your Toe Into Digital Products With A Tripwire Offer // Eden Fried
Most talk about digital products comes with the promise of replacing your income and no longer trading your time for money. But for those of us that enjoy working with clients, the thought of packaging our entire process feels overwhelming. Eden Fried re-frames that expectation by introducing a tripwire offer, sharing how this simple product can turn your audience into loyal customers.
I’ve been pushing away conversations about digital products for a while. I think it’s because so many businesses are popping up online promising to make you $100k overnight by simply packaging up what you already know.
I think about business differently. I want to work with experts who aren’t new to their craft. And to be honest, I’ve bought more than one digital product that looked great but packed in little value.
For all these reasons I was hesitant to have Eden on the show. But I’m so glad I did.
On this episode, Eden and I chat about:
* What it means to be a rebel in your career,…
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Oct 29, 2019
33: How An E-Course Can Position You As A Thought Leader // Sharice Enis
I’ve been side eyeing e-courses for a while now. I’m intrigued by them but also a little wary of the promises I hear experts making related less work and immediate income spikes. Sharice Enis cuts through the noise, shares how you can benefit from a course, and specific questions to consider when you’re getting started.
I’m sure you’ve heard these things too: “E-courses are passive income.” “Make money while you sleep.” “Build it and they will come.”
These all feel like big promises for little work.
I’m very aware I’m working on not equating hard work with valuable work, but still -- if e-courses are really the path to cash, how is it possible to make yours stand out?
I had Sharice on the show because she approaches course creation differently. On this episode she lays out:
* When you might be ready for an e-course,
* The benefits of creating a course to supplement other services and/or products,
* How to be clear on your differentiators and target…
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Oct 22, 2019
32: Transitioning From 1:1 Services to Products // Shannon Mattern
Shannon Mattern — podcaster, educator, web designer, and former side hustler — joins me to debunk the myth that one-to-one services are the most profitable. She shares her system for tracking how you’re spending your time compared to how money is flowing into your business, so that you can spend time on the work you love while scaling your business.
Although the term “side hustle” is loaded — with many using the term to describe a way to make a little extra money here and there — Shannon thinks about it differently. To her, a side hustle deserves a very specific strategy that will be sustainable over the long-term so that it will fully replace your income.
It’s a training ground to make mistakes — mistakes that can happen when you’re still working full-time. That gives you a little more freedom and a little less stress so that you can invest money in certain things and learn to brand because you have a steady paycheck coming in.
On this episode, Sh…
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Oct 15, 2019
31: The Art Of Slowing Down To Get Ahead // Catherine Zack
Six years ago Catherine Zack left her prestigious title and large paycheck as a corporate litigator to pursue yoga. Today she shares how she helps type-A, success-driven (perhaps even workaholic) entrepreneurs slow down and reconnect to their greatest resource: themselves.
Catherine and I are one of the success stories of technology. We met on Instagram. This was at a time I was feeling burned out; I couldn’t see past the next thing on my to-do list. And in walked Catherine -- a source of light who can hold space and envelops you in her calming presence.
She’s pushed me to be more considerate in how I’m taking care of myself so I can show up as a better leader, a better mom, a better wife, and a better business owner.
This conversation is important -- and not because we’re talking dollars and growth strategies -- but because as the owner of your business you are its most precious resource. And you have to take care of yourself if you want to grow.
On this episode, Catherine…
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Oct 8, 2019
30: This Pod's Got A New Name
Today the podcast launches under its new name: Pattern of Purpose. I’m talking all about why I named it Beyond the Mood Board in the first place, how this pivot relates to my business rebrand, and what to expect in future episodes.
Six months into podcasting can change a lot. What began as a medium for content marketing has now shifted into a referral generator, networking platform, and channel to develop my point of view.
On this episode I open up about:
* My intentions for starting a podcast,
* Why I was confused when people asked where they could learn more about my work,
* How my rebrand had me questioning everything, and
* Risking losing some of my current audience to gain long-term brand awareness.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Oct 1, 2019
29: A Designer's Perspective // Casey Renae
Ever wonder what your designer is considering when translating your mood board to your brand look and feel? Join me for a sneak peek on a designer’s journey from inspiration to conceptualization with creative, Casey Renae.
Casey is a graphic designer, speaker, podcaster, and head of Snipes Design Agency. Take one glimpse at her IG stories and you’ll see what inspires her creativity. While I’ve had many designers on the show before, Casey is the first to really peel back the layers of what goes into design. Stepping away from the screen and starting each project simply with pen and paper, she is intentional about what influences her, resulting in truly unique designs.
On this episode we discuss:
* How she helps her clients articulate what they’re looking for;
* Growing from solopreneur to agency;
* The design pieces you need, beyond a logo and website;
* Why she creates two mood boards for each client;
* A quick glimpse into color theory; and
* Why you should be b…
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Sep 24, 2019
28: Publicity, Podcasting + First Impressions // Dana Kaye
Marketing, PR, publicity, advertising. How are they related? How are they different? And which of these should we be including in our business plans?
Dana Kaye, veteran publicist, podcaster, and brand manager, is joining us to talk about what we need to get the word out about our businesses.
Dana has spent ten years working with authors, publishers, and the entertainment industry. In that time she’s received a whole lot of pitches (wait ‘til you hear about the most awkward place she’s been pitched), giving her extraordinary perspective on how to get the right attention on your brand.
On this episode we talk about:
* The best way to introduce yourself;
* When you should be the face of your brand;
* Creating a pitch that hooks your reader;
* How she went from 1 client to 30 in one year;
* Why you need to be doing work that stirs a fire in your gut; and
* Defining success outside of dollars.
Visit Pattern of Purpose for show notes and links to resources mentioned on…
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Sep 17, 2019
27: Hosting a Retreat
Nine months ago I got the idea to gather like-minded business women in a house in the mountains, talking business, balance, and growth. Never could I have predicted how this experience would challenge me, uncover my gifts, and fortify deeply meaningful relationships.
On the heels of my first retreat -- the Back to Business Retreat -- I sat down and hit record to reflect on what it’s like to host a retreat and how it’s changed me and my business forever.
While I pride myself on always telling it like it is, I’ve never before shared in such a tell-all way as I am in this episode.
On this episode I’m sharing:
* Why I was called to host a retreat for female business owners;
* Partnering, planning, and launching the retreat;
* What attendees were looking for and the deep, unexpected lessons they came away with;
* What it meant for me to be pushed over the edge of my comfort zone; and
* 10 tips for anyone considering hosting a retreat.
Visit Pattern of Purpose for show…
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Sep 10, 2019
26: Balancing Multiple Brands // Latoya Dixon Smith
They say the average millionaire has seven streams of income. That means multiple businesses, multiple brands. Today Latoya Dixon Smith joins me to share how she decided to split her business ideas into three brands and the secrets to keeping each one distinct.
Latoya Dixon Smith is a mechanical engineer turned wedding and couples photographer based in Greenville, SC. She helps photographers find more freedom within their business by helping them create workflows and processes that allow them to better serve their clients and do more of what they love.
On this episode, Latoya and I discuss:
* Transitioning from side hustler to full time photographer;
* Building your own community when one doesn’t exist;
* Using your non-traditional path in your business’ origin story;
* Why you should be using systems to save you time;
* Getting support from your family as an entrepreneur; and
* Niching down.
Visit Pattern of Purpose for show notes and links to resources mentioned o…
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Sep 3, 2019
25: What is a Brand Strategist?
A lot of people have tried to convince me to change my job title. From “that doesn’t cover everything you do” to “business coach is more recognized,” I’ve heard it all. Tune in to see why I stood my ground and what’s behind this amorphous title.
Most people I’ve worked with didn’t really know HOW we were going to do the work. They just knew I could help them get to where they wanted to go. I came in somewhere between them saying, “I know what I want to say but I can’t say it” and “my brand doesn’t reflect my value.”
This episode is dedicated to explaining what I do as a brand strategist, how I’ve structured my offers to serve my clients best, and getting comfortable with having a business that doesn’t look like everyone else’s.
On this solocast I talk about:
* How I’m navigating a season of change;
* What I’m investing in for my business to grow;
* Struggles and doubts with pricing;
* How a brand strategist can help business owners;…
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Aug 27, 2019
24: Asking For Help + Hiring // Kristiina Craven
Making your first hire is an exciting and terrifying opportunity. For those of us who are control freaks, it feels risky to trust someone else to carry out our personal vision. But take it from me: you’ll never be able to grow if you’re spreading yourself too thin.
On this episode, I had my own first hire, Kristiina Craven, join us. Kristiina is a marketing and visibility strategist who helps small business owners get visible by determining the best channels to leverage and reach their target market. Based in Denver, Colorado, where she lives with her husband, two kids, and two dogs, she works as a virtual professional with clients around the world.
On this show we’re discussing:
* What a VA is;
* Where to find talent and how to convey your highest needs;
* Giving effective direction, communication, and feedback;
* The importance of documenting systems;
* Niching down; and
* Gaining more visibility for your business.
Visit Pattern of Purpose for show notes and lin…
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Aug 20, 2019
23: Writing About Yourself // Jacq Fisch
Does your website copy sound like you? Feel like you? If not, Jacq Fisch is here to help you drop all the awkward feelings you have about writing about yourself, so you can better connect with your audience and sound like the expert you are.
Jacq Fisch is a copywriter, strategist, and writing coach for business owners who want to sound human while they change the world. She helps them ditch the jargon so they can relate to and connect with their perfect clients using engaging online copy that sells.
On today’s show, Jacq and I have a blast talking about:
* Her extended journey to full-time entrepreneurship,
* What it means to ditch fussy writing,
* How to successfully write your own copy,
* Getting comfortable with B- work, and
* Her Write Like a MoFo Community,
Jacq also was generous enough to provide all listeners with a free copy of her Website Copy Pat Down Guide.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Aug 13, 2019
22: Growth Phases // Rebecca Teaff
Few small businesses make it to the 10-year mark. To do so requires shifting your business model, growing as a leader, investing in yourself and your business, and learning to say ‘no.’
On the show today is Rebecca Teaff, owner and founder of Redstart Creative, a Baltimore-based creative communications agency serving those who are driving positive change in the world.
Since 2009, Redstart has been supporting brands for women-owned small businesses and non-profits in the educational, environmental and family support space.
On this episode with Rebecca, we’re chatting about:
* Developing brand values,
* Growing a team,
* Stepping away from executing the work so you can lead the work,
* Taking time away from your business,
* Lessons learned from ten years in business, and
* The value of setting a word of the year.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Aug 6, 2019
21: Passion Isn't a Business Plan
Are you running a business or a hobby that pays for itself? While we’ve all heard that we should "follow your passion," this advice alone isn’t enough to sustain a healthy and profitable business.
As an admitted workaholic, I’ve been trying to create more space lately for myself outside of work. Though it’s been a difficult transition from my 9-5 to being 100% self-employed, I’ve been challenged to think about my client engagements and deliverables differently than before. And while I love the work that I do, I’ve realized passion is an incomplete picture of what makes a successful business.
In this episode I’m talking about:
* What can happen when you place financial burden on your creativity,
* The unintended consequences of the digital nomad culture,
* How burnout is related to loving what you do,
* Why you might need a passion project, and
* Specific ways to shift your mindset around profits and setting healthy boundaries with your clients.
Visit Pattern…
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Jul 30, 2019
20: Reimagining Creativity // Tasha Harrison
You can start a business from anywhere, selling almost anything. And while these opportunities are no longer reserved for the 1%, being an entrepreneur tends to put a burden on our creative process, making us feel like we have to monetize everything we do.
I invited my friend, Tasha L. Harrison, to the show to talk about how she defines creativity. Tasha is a romance and erotica author, freelance editor, and a creative entrepreneur dedicated to helping new and aspiring word makers become authors. With these titles, I assumed she has the key to unlocking creativity. And while she’s got some great tips, I learned that none of us are immune to the struggles that go along with putting our work out into the world.
In this episode we discuss:
* What it means to be creative;
* The need for enjoyment above productivity;
* Why you should be asking for feedback;
* How to test your ideas;
* Getting past the overwhelm of getting started; and
* Showing up and showing support to oth…
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Jul 23, 2019
19: What Authenticity Really Means // Shelley Easter
We’re all told to be our authentic selves. But what does that really mean? And how much of a balance should we be aiming for between the highlight reel and behind the scenes?
Today’s guest, Shelley Easter, and I are pushing back on today’s buzzwords like ‘be yourself’ and ‘show up authentically,’ to dig into what clients really need to see and hear to be attracted to your business.
Shelley is a graphic and web designer, digital marketing strategist, and owner of the web design company, Launch Party. She makes bright and bold online presences for small businesses in both service industries and e-commerce.
On this episode we discuss:
* How to shape and translate the personality of your brand;
* The interplay between your personal brand and your business;
* Showing up on social media;
* Researching your audience to find out what they want to hear; and
* Posting the type of work that you want to attract.
Visit Pattern of Purpose for show notes and links to reso…
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Jul 16, 2019
18: Better Client Surveys // Dara Murray
Do you have a client survey? If so, why are you asking the questions you ask? It’s a tool we know we need, but there isn’t a lot of solid advice on how to create one, distribute it, and get the information you’re looking for.
My friend and former colleague, Dara Murray, is here to help us change our approach to surveys and relationships with data.
On this episode we discuss:
* Why you should be collecting data;
* How to set up a structured conversation with clients;
* How many questions you should include in your surveys;
* The best way to improve your response rates;
* How long is too long; and
* Using your survey data to improve your business.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Jul 9, 2019
17: The Spouse Behind the Business // Brent Wensel
What do you get when you take a boozy brunch, add business talk, and get the kids to nap? In my case, I was able to convince my husband, Brent, to join me on the show. Listen in as we talk about balance, support, and prioritizing when growing a business and family.
I started my first business two months after Brent and I were married. A baby followed just over a year later. It’s been seven years since this crazy season began and to mark the occasion we’re reflecting on what’s worked and what hasn’t worked so well.
In addition to being my other half, Brent Wensel is a land acquisitions manager for a homebuilder in the Washington metropolitan area. He started his career as an economist and launched his own career shift to real estate when our first child was born.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Jul 2, 2019
16: Pricing Your Work
How you price your work is a reflection of your brand. So why is it that we compare our work quality to those charging much more than us but are hesitant to price accordingly?
Never one to shy away from telling it like it is, I talk openly about my own pricing challenges, money mindset, and practical ways you can think about pricing for your knowledge and expertise.
On this episode, specifically, I cover:
* How I learned to think about money as a child;
* Learning to equate money with hard work;
* The psychology behind spending;
* My experience working for free;
* How to price your work; and
* Listing prices on your website.
Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.
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Jun 25, 2019
15: Increasing Traffic Through SEO // Meg Casebolt
Many people are talking about SEO but few break down what you should expect from your efforts. [Hint: you’re in it for the long-game.] My guest, Meg Casebolt, joins me for part two of our conversation about how you can intentionally create content that increases your search rankings and drives people to you based on your expertise.
Meg and I had so much to talk about that we split our conversation into two episodes. Last week we discussed how much you really need to be doing to get enough eyes on your business to fill your books.
On this episode, we’re moving into the nuts and bolts of SEO for your business. We discuss:
* Whether web designers incorporate SEO into their process;
* Keyword stuffing;
* How you should approach content creation that’s SEO friendly;
* When you should expect results from SEO; and
* Tips on how to create content that search engines love.
Learn more about the Back to Business Retreat I'm hosting, September 11-14, 2019.
Visit Pattern of Pur…
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Jun 18, 2019
14: Permission To Not Do It All // Meg Casebolt
Those people that stand out are usually the ones who say the things we’re thinking but aren’t brave enough to admit. They go against the grain unapologetically. And they’ve reached success not because they’ve followed the masses, but because they’ve cultivated their own point of view.
This is how I found Meg Casebolt. I reached out to her one spring Saturday morning after reading her blog post titled, How Much Traffic Does Your Website Really Need? It spoke to me so deeply in this season where I’m choosing to intentionally build a business that feels good, even when that doesn’t reflect what the “experts” are telling us to do.
Meg is an SEO specialist, digital strategist and founder of Megabolt Digital. She helps female entrepreneurs succeed online by helping them get found on Google then turning readers into customers, all by using custom strategies that fit them better than Catwoman’s suit (without the wedgie).
In this conversation, we discuss:
* Self-awaren…
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Jun 11, 2019
13: Your Signature Style // Nicole Otchy
Personal stylists. You might just think these are for the rich and famous. But you’d be mistaken. In fact, how you dress has a significant impact on how your brand is received and how confident you feel pitching yourself.
Nicole Otchy is a personal stylist and personal branding consultant who helps women express who they are and who they are becoming through their wardrobes. She loves showing women how to use their clothes as a tool to feel confident and powerful as they build their businesses and brands so they can spread their message with ease and impact more people.
Nicole has been a personal stylist for over nine years. In addition to working with 1:1 clients, she has styled photo shoots for personal branding clients, major retail brands, and print and digital magazines including Women's Day and Polished Magazine.
In this episode we discuss:
* How your clothes can be used as a tool to increase your confidence;
* How your personal brand relates to your business;
* What…
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Jun 4, 2019
12: Ideal Client Avatar 2.0
If you’re speaking to everyone, you’re speaking to no one. That’s why we create client avatars. We give them names, talk about where they like to shop and whether they’re married, have kids or pets...or both. But we fail to include the most important information in these profiles - that which will help guide our content and convert visitors into customers.
In this solocast, I’m breaking down a lot of myths surrounding the ideal client avatar and why most of the avatars I see are incomplete. I share an actual example of an avatar I commonly see and how it can be improved for the purpose it was designed for - to judge whether the content and services we’re releasing will resonate with the audience they’re intended to reach.
Bonus: I’m giving you specific questions to get you started forming your own (useful and accurate!) ideal client avatar.
In this episode we discuss:
* The purpose of an ideal client avatar,
* How to create an avatar when it seems like you have…
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May 28, 2019
11: On-Brand Photography // Steph Zangeneh Azam
Headshots. We all need them but rarely do they seem to fit our brand look and feel. And who really wants the stiff blazer against a gray backdrop effect representing them? It can feel like navigating a minefield trying to figure out how to get a range of photos that represent you, how to prepare for a shoot, and how to pose. Enter Steph Zangeneh Azam.
Steph is the owner of Mighty Within. A one-gal creative studio designing electric brands and websites along with vibrant photography. She has a sincere appreciation for things of the past that are well made and will stand the test of time; Danish modern furniture, film photography, and listening to records. She loves her cats, riding her vintage motorcycles, and crime podcasts. Her go-to style: turquoise rings + dirty boots + WILD hair. Most weekends you’ll find her sharing Instagram stories of her California adventures with her husband Alex in their vintage convertible.
In this episode we discuss:
* Whether to brand your business…
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May 21, 2019
10: My Other Life as an Employee
This episode is the one I’m scared to share. I’m coming out with something that’s been holding me back in my business and my career: SURPRISE, I still have a day job.
For seven years I haven’t told clients I have a career in nonprofits and I haven’t shared with my work colleagues that I’m a business owner. Living this dual life has been exhausting and kept me from fully tapping into why it’s beneficial to everyone that I am continuously growing in multiple directions.
In this episode I share:
* The struggle to keep cover all of my experiences and interests under one job title;
* What it’s like to work for someone else as an entrepreneur;
* The specific concerns I had about sharing my educational and professional background with clients;
* Why I don’t consider my business a “side hustle”;
* The unexpected freedom work gives me in my business; and
* How long I’m planning on balancing both work streams.
PLUS: I'm hosting a retreat! Get all the detai…
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May 14, 2019
09: Choosing Your Designer // Emily Baird
What should you do when you don’t love the concept your designer has created? How much feedback is too much? And what happens when you’re having trouble separating your preferences from what’s best for your audience? These are just a few of the areas on which Emily Baird shares her knowledge with us.
Emily is a luxury designer specializing in wedding invitations and small business branding. Her work has been nationally recognized in Martha Stewart Weddings, The Knot, Style Me Pretty, and many more publications.
On this episode, Kim and Emily talk about:
* Deciding when to leap into business ownership full time;
* Important lessons learned from working for someone else;
* The best way to figure out how your style fits with a designer;
* How designers are trained to receive feedback;
* Giving direction to your designer without copying someone else’s approach; and
* Life lessons about finishing strong.
Stick around until the end when Emily and Kim share some of the…
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May 7, 2019
08: Burn Out, Self Care, UX...Oh My! // Natalie Biesel
Why do we think that building a business has to be hard? That the only path to success is through round-the-clock hustle? Natalie Biesel, a coach for female entrepreneurs and former brand designer, knocks this notion on its head in today’s episode.
Natalie Biesel is a brand expert and mindset coach for high-achieving female entrepreneurs. After decades of corporate work, she recently ditched her day job and pivoted her business to better align with her intentions and passions.
On this episode, Natalie shares:
* Why we need to slow down to find our highest creativity;
* What self-sabotage looks like and why it’s hard to spot;
* Small shifts we can make running a business feel better;
* How working on user-centered design projects with her former agency changed her approach to designing websites; and
* What elements of our story we should include to attract our people.
Visit Pattern of Purpose for show notes and links to resources mentioned in the show.
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Apr 30, 2019
07: Protecting Your Creativity // Angie Avard Turner
The legal side of our businesses tends not to be the most glamorous, so we put it off as long as we can. And while trademark, copyright, non-disclosures, and patent search aren’t at the forefront of our minds, they could make or break your brand.
Angie Avard Turner, an attorney for creatives, breaks down when we should be thinking about legally protecting our brand and business assets and what could happen if we aren’t proactive in this sphere.
She shares lessons on what to do with copy-cats, searching for use before naming our business or product and designing a logo, and how to enter partnerships in a positive way while still acknowledging that things might not always go as planned.
On this episode we covered:
* Channeling your creativity in your work, even if it’s not what you went to school for;
* Pivoting in business after seeing a hole in the market;
* The difference between copyright and trademark;
* When you need to think about protecting your business;
* Wh…
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Apr 23, 2019
06: Understanding Why Your Customers Choose You // Kate Farrall
All of us want more of our best customers. But how to do that? This week’s guest, Kate Farrall, shares how she tracks her clients’ feedback and exact words they use to connect with prospects, making them feel heard, understood, and cared for.
Kate Farrall is a get-your-shit-together specialist for artists, makers and creative business owners who want to do more and earn more from what they make. Her path from MFA to tech start-up to business owner allows her to help her clients use proven marketing and outreach tactics to build their businesses without sacrificing their creativity.
In this episode we talk about:
* Reflecting back to clients what they say so they feel heard and understood;
* Tracking feedback in a way that’s useful, not overwhelming;
* How you can use client questions for content and marketing ideas;
* Creative ways to share client wins with prospects; and
* Acknowledging that you don’t need to attract everyone - just the right people - to have a su…
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Apr 16, 2019
05: The Biggest Expense in My Business
There are costs of doing business and there are costs of doing business well. For me, there’s been one investment that I’ve counted as a non-negotiable since 2016. In this solocast I’m sharing the one line item on my budget each year and how it’s totally transformed my business.
As a service-based business owner, unless you have a storefront or products you sell, your overhead can stay fairly minimal. But it’s easy to get in the trap of not investing in your business because you “don’t have to.”
In this episode I’m sharing:
* How connecting with other entrepreneurs kept me going in the first year of business;
* The lessons I’ve learned about traveling for business and how that bleeds into my personal life;
* The specific investments I’ve made in the last three years; and
* Eight business and life lessons I learned from my investment this year.
Interested in attending a retreat this year? I might be planning one! Share your thoughts with me so I can cre…
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Apr 9, 2019
04: The (Obvious) Secret to Getting More Clients // Sonya Schweitzer
Marketing your business is a must. But it doesn’t have to be painful. Sonya Schweitzer, marketing strategist, grounds us in how branding is different from marketing, where you need to be in order to be seen, and how marketing is shifting online.
Sonya helps clients see how the right marketing strategy can help them find success in their business.
Building her career from the time where billboard and radio ads were the best marketing to now, when digital trends change daily, Sonya has a deep appreciation for customizing your approach based on where your audience is.
On this episode, she shares:
* How you can be adaptable in the face of a quickly shifting digital landscape;
* The ways branding and marketing are different;
* Determining the ROI on your marketing efforts;
* Paid vs. organic traffic;
* The trouble with stretching yourself too thin with your marketing; and
* Keeping your focus on your own visibility - not others’.
Visit Pattern of Purpose for show notes…
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Apr 2, 2019
03: Explaining What You Do // Mimi Bishop
Does the thought of selling yourself overwhelm you? Mimi Bishop is here to help with that. As a side hustle coach and productivity expert, Mimi shares tips on how to define your niche, describe your business, and build trust with your audience.
Mimi Bishop left her high-level corporate job of 25 years to help ambitious women working a 9-5 and want to launch a business online.
In true New Yorker fashion, Mimi started her own business helping executives and business owners who wanted to be more productive through their days. She later realized that, while productivity was important, it wasn’t always what people were willing to invest in.
On this episode, she talks through:
* The difference between the outcome and the process...and pinpointing which one sells better;
* Why it’s important to go back to the drawing board to create your branding statement before creating a website or building your social following;
* How your branding statement leads to the “three C’s”: C…
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Apr 2, 2019
01: Business + Brand Pivots
We’re kicking off the show with our host, Kim Wensel, sharing her story of building a brand and the unexpected pivots along the way.
Kim’s background is in nonprofits and academia, a far stretch from entrepreneurship. It wasn’t until she was 27 that she got the hint that starting a business might be the right fit for her multiple passions and skill set. Six months later, she was running a wedding planning business on top of her full-time job in international development.
In this episode we explore:
* Balancing multiple work priorities and a family;
* Pivoting your business focus and services;
* The difference between an expensive hobby and a business; and
* What this podcast will cover: getting to know your customer, brand positioning, client language, steps before hiring a designer, and working with the right designer.
Visit Pattern of Purpose for show notes and links to resources mentioned in the show.
Follow Kim as she shares more about her business and her person…
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Apr 2, 2019
02: So You Want to Rebrand // Kali Edwards
Before you hire a designer, get clear on what you really need. Kali Edwards, a graphic and web designer, shares her tips on the most important questions to explore before you jump into a rebrand.
Kim interviews Kali Edwards, a graphic and web designer, who runs June Mango Studio. Kali designs brands for mamas who are balancing businesses and babies. She loves making things beautiful but works hard to make sure her designs are functional, as well.
If you’re looking to connect with your clients and build trust that makes you the obvious choice for them, you’ll love this conversation!
In this episode, we discuss:
* The difference between a “restyle” and a “rebrand”
* When it’s time to rebrand and what you need to prepare for one
* Common branding misconceptions
* The most important action you can take to market your business
* Do’s and don’ts of a rebrand
* Why we’re all craving more human connection and what we can do about it
Visit Pattern of Purpose…
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