Change isn’t something we’re always ready for. Sometimes it feels like a gentle nudge, other times a full-blown shove. Sometimes we’re the ones initiating it, leaning into a new direction with excitement. And sometimes, it arrives like an uninvited guest, forcing us to pivot when we least expect it.

I’ve been through both. In business and in life.

I can still remember the day I decided to walk away from full-time portrait photography. For years, I poured my heart and soul into that work—capturing families, newborns, weddings. My days were filled with editing sessions, weekend shoots, and late-night uploads. And in many ways, it was a dream come true. But over time, that dream began to change.

My kids were growing up, and I was missing too much. I craved slower mornings, family weekends, time at home, the freedom to just be. The thought of letting go of something I had spent so many years building was terrifying. What would that even look like? Would people think I was giving up? Would I regret it?

But deep down, I knew: it was time to pivot.

The Weight of Staying the Same

I think there’s a misconception that changing course means we’re inconsistent or unsure of what we want. But what if the real inconsistency is staying somewhere that no longer feels right?

Because here’s the truth: staying the same when everything inside you is urging you to change? That’s exhausting.

It’s like holding your breath underwater—tight, tense, unsustainable. You can only hold on for so long before you have to come up for air.

In business, that has meant letting go of things that once felt like my entire world. It meant shutting down projects that weren’t working, walking away from offers that didn’t align, and starting over when I wasn’t ready.

And each time, I thought it might break me. Each time, I wondered if I was making a mistake. Each time, I was reminded that it’s okay to let go of what once was to make space for what could be.

The Uncertainty of the Pivot

Here’s the part we don’t talk about enough: even when you know a change is necessary, it doesn’t mean it’s easy. There’s fear. Doubt. Uncertainty.

And even now, I still feel it.

As a business owner, the landscape is always shifting. What works today might not work tomorrow. What once felt aligned might start to feel heavy. And in those moments, the question isn’t, “Should I change?” but rather, “Can I be brave enough to trust whatever comes next?”

Bravery isn’t about feeling ready. It’s about moving forward even when you don’t have all the answers.

The Beauty in Not Knowing

I often think about those early days of photography. How my camera felt like an extension of my heart. How I was terrified to start but did it anyway. And how that one decision opened doors to so many others.

Because change is like that. It’s a door. And we can’t always see what’s on the other side. But sometimes, the things we’re most afraid to let go of are the very things that lead us to where we’re meant to be.

Today, my life looks nothing like it did back then. I spend my days building things I love—writing, creating, connecting with other business owners. And yes, there are still moments when I wonder what might have happened if I stayed where I was. If I would have listened to everyone who told me to stay the same. If I kept holding on to something that no longer felt like mine.

But then, I look around. I see my kids running through the house in the middle of a weekday. I see the projects I get to work on that light me up. And I remind myself that every change I’ve made—every pivot, every letting go—brought me closer to a life that feels more like me.

So, if you’re standing at a crossroad, unsure of what to do next, let me remind you:

You don’t need permission to change. You don’t need a perfect plan. You don’t need to wait until you feel ready.

Maybe you’re feeling the urge to change—knowing something doesn’t feel right anymore, even if you can’t quite put your finger on it. Or maybe life has shoved you into a new direction without your consent, and you’re scrambling to keep up. Both are hard. Both are uncertain. Both require courage.

But here’s the thing: it all comes down to one truth—you’ll figure it out.

Trust it. Lean into it. And know that even when it feels scary, even when you don’t know what’s on the other side—sometimes the biggest breakthroughs come from the things we didn’t plan for.

This morning, I got an email from a reader (hi, friend!) who replied to one of my newsletters with a question that made me stop and smile. It’s such a good question. And it’s one that so many people shy away from asking because the online space has made it seem like we should all already have an audience, a list, and 10,000 followers by day one. When in reality, we all start at 0.

She wrote:

“Hi Elena, first, your email is the only email I receive that I look forward to opening. 🫶🏼 I have a follow up question for this email, if you’re absolutely new, with zilch traffic and just launching your business online, where do we gain email subscribers? I am trying to avoid social media like a plague as much as possible (aside from Pinterest and just showing up on Instagram, because I know I’m easy to squirrel and get sucked in the vortex.) I see this often where online creatives talk about traffic from their email list or sales, but I don’t see much of how they are getting the subscribers in the first place… I feel a lot are buying ads or have incredible SEO?”

So if you’re in the same boat—starting something new with no audience and no clue how to grow—I want to share exactly what I did when I launched my last big idea.

Spoiler: I didn’t use my email list, my website, or even my name. I launched it in the scrappiest way possible. And it still worked so I know it will work for you too!

The Backstory: Launching Without the Safety Net

When I launched Wordsmith, I made a pretty bold decision: I didn’t use my audience.

I had built up a list of over 60,000 subscribers, thousands of customers, and social media followers across multiple platforms. But I wanted to test a theory.

What if I launched something as a total nobody?

No list.
No followers.
No fancy website.
No name recognition.

Just a good offer, placed in front of the right people, using the strategies I’d been teaching and using for years.

So I uploaded Wordsmith to a simple course platform, didn’t link it to my main site, and didn’t even announce it publicly for months. Instead, I created a couple of Pinterest ads, turned them on, and waited.

What happened?

I scaled it to $10,000 MRR (monthly recurring revenue)—before I ever posted about it on Instagram, emailed my list, or updated my website.

The Shift: Why This Changed Everything for Me

This experience reminded me of something I think we all need to hear:

You don’t need a big audience to get started. You need a strategy.

I know that sounds like something plucked off a Pinterest quote board, but it’s true. When you focus on getting in front of the right people instead of everyone, your growth becomes intentional and scalable.

It’s not about being viral. It’s about being visible—strategically.

And in today’s world, when social media can feel like a treadmill you didn’t mean to hop on, this strategy is a breath of fresh air.

So, What Would I Do If I Were Starting From Scratch Today?

I’d do exactly what I did then. Here’s what that looks like in action.

1. Get Your Offer in Front of the Right People

Forget trying to post 3x a day and hoping someone sees it or praying something goes viral. You need to place your offer in front of people actively looking for what you sell.

Pinterest is a search engine (not a social platform), which means your ads show up for people based on what they’re searching for.

That means you’re not interrupting someone’s scroll—you’re meeting them exactly where they are, in the middle of their search.

When I ran my best-performing Pinterest ad, it cost me $0.008 per impression. If I spent $50, that got me in front of 6,250 people. But not just any people—people who were literally typing in search terms that matched what I was offering.

And that? That’s the kind of targeted marketing that works.

2. Build Your Email List (Without Social Media)

I’m passionate about email marketing because it’s what’s worked for me time and time again.

You don’t need 100k Instagram followers. You need 1,000 engaged email subscribers.

Create a freebie—something that solves a quick problem or gives your audience a taste of your paid offer—and then give it away in exchange for their email.

You can absolutely do this organically by pinning to Pinterest or writing blog content around your freebie. But if you want to scale faster?

Run an ad.

One of my freebie pins has brought in over 37,000 email subscribers. And that was with a $5/day Pinterest ad.

This is how you grow your audience, build trust, and create a base of people who actually want to hear from you.

3. Connect the Dots with a Nuture Sequence

You’ve got traffic. You’re building your list. Now what?

This is where a simple funnel comes in—think welcome emails, a mini nurture sequence, and then a gentle invitation to check out your paid offer.

Keep it simple. Let your content do the heavy lifting.

The goal here isn’t to be everywhere. It’s to be intentional in a few places that matter most.

This Is What My Pinterest Strategy Course Teaches

If you’re nodding along like “this sounds amazing but also… how??” — I’ve got you.

I created my Pinterest Ad Strategy Video Tutorial for this exact reason. So many of my business friends were asking how I was growing my list and sales without being online all day, and I decided to record my entire setup process.

It’s like sitting next to me in my office while I walk you through how I:

• Set up my own Pinterest ads
• Find the right keywords
• Target the right audience
• Track results and scale
• And grow my email list at the same time

There’s even a bonus video all about list building—because ads are powerful, but having a list is what gives you real control over your business.

👉 You can check out the course here.

You Can Start With Nothing (And Still Build Something Big)

I know what it feels like to scroll online and feel like everyone else is ahead.

To think, “Sure, that worked for her, but she already had followers and a list and a team…”

Friend, I built one my most successful business with none of those things—just a simple ad and a whole lot of heart.

So if you’re at the beginning? Let this be your encouragement: You can start from scratch and still scale something meaningful. And with the right game plan, you can do it really fast.

It’s not about having a massive audience to start. It’s about having a plan, taking the leap, and building as you go.

Now it’s your turn.
What’s one idea you’ve been sitting on that you’d launch if you had an audience?
What if you didn’t wait? What if you just turned an ad on and got to experience how fast it can all come together?

You’re not behind. You’re just getting started.

A few years ago, I was in the thick of it. You know the feeling—the constant pressure to keep up with the latest algorithm change, the endless content creation cycle, the sense that if you’re not posting every day, you’re falling behind. Social media felt like it had become a full-time job, and honestly, it was exhausting.

But then one day, I decided to take a deep breath and really look at my numbers. Not my follower count or how many people liked my latest post—but the actual metrics that were bringing in sales.

And let me tell you, what I found was eye-opening.

Where the Real Traffic Was Coming From

When I finally sat down and pulled up my analytics, here’s what I found:

• The majority of my traffic was direct. These were people typing in my URL directly or coming from a saved bookmark. These weren’t people discovering me on Instagram—they were actively seeking me out.
• Next up was search. People were finding me through Google, not from a perfectly curated Instagram feed.
• Then came email marketing. The emails I was sending out without flashy graphics or viral hooks were driving more sales than any reel or story.
• And at the very bottom? Social media. Despite the hours spent crafting posts, reels, and stories, it was barely moving the needle.

I couldn’t believe it. All that time spent crafting social media posts, stressing over hashtags, and trying to crack the algorithm… and for what? A tiny sliver of my traffic and sales.

The Client Who Was Just Like Me

I was working with a 1:1 client recently who was feeling the exact same overwhelm. She was pouring hours into Instagram—creating reels, going live, responding to comments—but her sales just weren’t reflecting the effort.

When we looked at her analytics, the numbers told the exact same story as mine.

• 53% of her revenue came from direct traffic.
• 30% was from search.
• 16% came from email marketing.
• And at the bottom? Social media, bringing in just 3% of revenue. All those hours spent creating Instagram content? A mere drop in the revenue bucket.

Seeing those numbers was a huge wake-up call for her—and a reminder for me.

It made me realize that it wasn’t just me experiencing this shift. Most business owners are probably pouring so much time and energy into social media, thinking it’s the main driver of their sales and traffic, when in reality, their email list—which they might barely use—is outperforming it without even trying.

Why Social Media Feels “Safe” But Isn’t

It’s easy to get wrapped up in the dopamine hit of social media. A like, a comment, a new follower—it all feels good in the moment. But those vanity metrics don’t pay the bills.

The real money? It’s in the boring metrics that don’t always feel as exciting:

→ Direct Traffic: These are people who already know, like, and trust you. They’re coming to your site intentionally. If you’re not tracking where they’re coming from, you’re missing out.

→ Search Traffic: This is the gift that keeps on giving. Content you created years ago can still bring in new leads and sales today.

→ Email Marketing: Every time you hit send, you’re landing directly in someone’s inbox—a place where they’re already paying attention.

→ Social Media: Yes, it still matters. But if it’s not driving sales, it might be time to rethink how much effort you’re putting into it.

How to Start Tracking the Right Metrics

If you’re ready to shift your focus from vanity metrics to what really drives revenue, here’s where to start:

1. Open Google Analytics

Head straight to the acquisition section and take a hard look at your traffic sources. Where are your sales actually coming from? Identify which channels are driving the most conversions and adjust your focus accordingly.

2. Check Your Email Marketing Platform

How many clicks, opens, and sales are your emails generating? This is often an untapped goldmine. Look at your top-performing emails and replicate the strategies that work.

3. Look at Your Search Traffic

What keywords are people using to find you? Are you showing up for the terms that actually relate to what you sell? Dive into Google Search Console to see which search terms are bringing in the most traffic.

4. Assess Your Social Media ROI

Are your posts leading to sales or just engagement? If it’s the latter, it might be time to scale back and focus elsewhere. Track the clicks and conversions coming from each platform.

5. Pinpoint Your Best-Performing Content

What blog posts, email sequences, or product pages are consistently bringing in traffic and sales? Double down on those. Use tools like Hotjar to see how people are interacting with key pages on your site.

Social Media is Not the Enemy

Let me be clear: Social media is not the enemy. It’s still an incredibly valuable tool for connecting with your audience, building brand awareness, and sharing the heart behind your business. But when it comes to driving sales, it might never be your top performer.

Instead of treating social media as a primary selling tool, think of it as a space to share the process, the behind-the-scenes moments, and the real-life connections that build trust over time. It’s a place to nurture your community, share your story, and build relationships.

So, yes, it can absolutely support your marketing strategy—but it shouldn’t be the strategy. By understanding your metrics, you gain the freedom to use social media as a powerful tool for connection rather than a constant source of pressure to sell.

When I made the decision to stop pouring hours into social media and start focusing on what was really moving the needle, everything changed. Not only did I reclaim my time, but I also started seeing higher conversions, better sales, and a deeper connection with my audience.

And seeing my own analytics—and then seeing my client’s numbers echoing the exact same pattern—made me realize it wasn’t just me. Most business owners probably think their marketing efforts are driving sales, especially when they’re spending a crazy amount of time on social media marketing. But in reality, their email list—which they might barely utilize—is out-performing it without even trying.

Knowing my numbers—and then seeing the exact same trend in my client’s data—was a lightbulb moment. It made it clear that this isn’t just a fluke; it’s a pattern. Most business owners probably think their social media marketing is doing all the heavy lifting, but it’s often their email list, their search traffic, and direct visits that are quietly driving sales in the background.

And those metrics? They’re not just numbers—they’re a wake-up call.

If you’re feeling overwhelmed, stretched thin, or like you’re spinning your wheels with no real return, take a look at your own numbers. I guarantee they’ll tell you exactly what you need to know.

And if you’re not sure how to analyze them or where to start, let’s talk. Because sometimes, the biggest breakthroughs come when you stop doing more—and start doing what actually works.

Whenever I talk about Pinterest ads, someone always asks: But how much do they actually cost? And it’s a fair question. If you’re running a small business—especially one that’s bootstrapped or run by one person wearing all the hats—every dollar counts. And when it comes to paid advertising, it can be hard to know what’s worth the spend… and what’s not.

So let’s break it down.

In this post, I’ll walk you through how Pinterest ad pricing works, what to expect in terms of budget and ROI, and how to get started without wasting your money.

How Pinterest Ad Costs Work

Pinterest uses a bidding system for ads, which means you can essentially choose how much you’re willing to pay to reach people. There are a few different objectives to choose from—like brand awareness, traffic, conversions—and the cost per result depends on which one you choose.

Here’s a general breakdown:

• Traffic Campaigns: Expect to pay anywhere from $0.10 to $1.50 per click.
• Conversion Campaigns: These vary more widely, often ranging from $0.75 to $5.00 per conversion (depending on your niche, landing page quality, and product).
• Awareness Campaigns: You might pay around $2 to $5 per 1,000 impressions.

The good news? You can start with as little as $5 per day. And with the right strategy (more on that in a second), you can start seeing real results even at a small budget.

For example, my best-performing Pinterest ad cost me just $0.008 per click. That means if I spent $50, I’d reach over 6,000 people—6,250 to be exact.

But here’s the thing: it’s not just 6,250 random people scrolling social media and getting interrupted by an ad. These are 6,250 people actively searching for the exact thing I had to offer. That kind of marketing power—placing your product in front of someone who’s already looking for it—is what makes Pinterest so unique. That’s the kind of reach and efficiency that’s hard to beat on other platforms.

My Real Numbers (This Might Surprise You)

Want to know how much I’ve personally spent on Pinterest ads?

Over the last few years, I’ve spent just over $41,000 promoting one digital product. That’s not pocket change, but the return?

$684,000 in revenue.

That’s the kind of ROI that makes Pinterest ads not just worth it—but one of the smartest investments I’ve made in my business.

It’s not about dumping money into ads and hoping they work. It’s about strategy—knowing your product, understanding your audience, and designing your funnel in a way that turns traffic into customers.

So, Are Pinterest Ads Worth It?

If you’re looking for a platform where your ads last longer, where people come with search intent, and where you can still get results without a massive budget… Pinterest might just be your new best friend.

Unlike other platforms where your ad disappears the second you stop spending, Pins (even paid ones) continue circulating long after your campaign ends. That means more bang for your buck.

But You Still Need a Strategy

I didn’t stumble into that $684,000 in revenue by accident. I built a system that works, and I recorded the entire process to help other entrepreneurs do the same.

Enter: My Pinterest Ad Strategy Video Tutorial.

It’s a 90-minute, behind-the-scenes walkthrough of the exact ad setup I use in my business. From the campaign structure to targeting, budgets, and testing—this is the real strategy I’ve refined over years of trial, error, and success.

I created it after so many of my business friends asked me, “How are you doing this?” And while I don’t promote it heavily, it’s there for those who are ready to take Pinterest seriously and want a roadmap they can trust.

You can check it out here: Pinterest Ad Strategy Tutorial

A Few Tips for Starting Small

If you’re new to Pinterest ads, here’s what I recommend:

• Start with your best-selling product. Don’t try to promote everything—choose one product that you know your audience already loves.
• Use a traffic campaign to test the waters. These are lower cost and help you get more data.
• Track everything. Use Pinterest tags, connect your site, and monitor what’s working.
• Be patient. Pinterest is a long-game platform. Ads often pick up steam over time, not overnight.

You don’t need a huge budget to start running Pinterest ads.

You just need a solid strategy, a good product, and the willingness to experiment. When done right, Pinterest ads can create a steady stream of traffic and sales—without the constant pressure of daily content creation.

And if you want to skip the guesswork and follow a proven path? My Pinterest Ad Strategy Tutorial is there to guide you.

It usually starts like this: A simple idea pops into your head while you’re making lunch or folding laundry or trying to fall asleep. It doesn’t shout. It doesn’t beg. It just quietly returns, again and again. “What if I tried this?”

That’s how it’s always been for me.

Over the years, I’ve launched multiple businesses, products, services, each born from nothing more than a passing idea and a willingness to try before everything was perfectly figured out.

Some flopped. Some flourished. One quick launch I nearly dismissed as “too simple” ended up bringing in over $684,000 in revenue. (Yep, really.)

The common thread? I didn’t wait until everything was polished. I started before it felt “ready.”

But here’s the thing: when we hear people say “start before you’re ready,” it sounds inspiring—but also kind of vague. What does that actually look like? For me, it looked like publishing a sales page I wasn’t 100% sure about. It looked like launching without all the bells and whistles. It looked like trusting my gut more than my inner critic. The common thread? I didn’t wait until everything was polished. I started before it felt “ready.”

Do You Have an Idea That Won’t Leave You Alone?

Maybe it’s a digital product you know your audience needs. Maybe it’s a shift in your services that would bring your work closer to what lights you up. Or maybe it’s something completely new.

But then the voice creeps in: You don’t have it all figured out yet.

If you’ve been stuck in idea limbo, wondering when you’ll finally feel ready—this post is for you. I want to share what I’ve learned from taking messy action, launching without guarantees, and letting real-world feedback shape my path.

Because the truth is, starting your business before you’re ready might just be the smartest thing you ever do.

The Story: When I Almost Didn’t Launch

A few years back, I had an idea for a super simple digital product. It wasn’t flashy. It wasn’t complex. Honestly, I didn’t think it was anything groundbreaking. I was simply trying to solve a problem I myself kept having as a business owner. I figured, worst case, I’d end up with the problem solved. Best case, there might be other business owners struggling with the exact same thing—and I could help them too.

But something told me to try it.

So I put it out into the world.

No fancy funnel. No massive social media following. Just a good offer that solved a real problem, paired with a Pinterest ad and an email to my small-but-loyal list.

That product went on to generate $684,000 in revenue.

And what still amazes me is that I almost didn’t launch it at all.

When I first launched the idea, it was built in the scrappiest way possible. I didn’t want to waste time, so I used a simple course platform to host the content, dropped in the materials, and opened it up as a membership. That was it. There wasn’t a fancy dashboard or custom design. I was just curious to answer one question: Were people actually interested? I figured I could polish and expand the idea later.

It wasn’t until we hit $11,000 in sales that I started building the full site and dashboard for it. I had put so little effort into the launch intentionally—I just needed proof of concept. And that clarity made all the difference.

The Shift: Action Creates Clarity

That experience (and many others like it) taught me something huge:

You can’t learn what your business needs until it exists.

The market will tell you what’s working. Your audience will tell you what they love. And your gut? It will sharpen with every step you take.

But none of that happens if the idea stays in your notebook.

When you start before you feel ready, you give your idea a chance to breathe. And when it breathes? It grows. Maybe not exactly the way you imagined—but often in ways far better than you planned.

And while I’ve definitely had launches that fell flat or ideas that never quite landed, the ones that did? They changed my life. Not because they were perfect—but because they were real.

What Helped Me Start Before I Felt Ready

Here are a few mindset shifts and strategies that helped me (and might help you too):

1. Treat It Like a Test

Instead of thinking about it as “launching a new (business, service, product” think of it as running an experiment. Experiments can change. They can grow. They don’t need to be perfect. They’re simply a starting point.

2. Use What You Already Know

You don’t need to start from scratch. What have you learned from your past work, your audience, or your own experience? Build on that. Leverage it. Pull from the wins and the failures. They’re both valuable.

3. Create the Simplest Version First

What’s the bare minimum version of this idea? Create that. Get it out. Then improve it later based on real feedback. Perfection is a moving target—start with good enough.

4. Focus on the Person You Want to Help

When fear creeps in, shift your focus to the person who needs what you’re creating. Let them be your why. If your offer helps just one person, it was worth it.

5. Expect Imperfection

Your first version won’t be your final version. And that’s a good thing. Give yourself the gift of iteration. Make it better as you go. Just get started.

6. Set a Small, Doable Deadline

Give yourself a realistic deadline to launch. Not one year from now—think one month. Keep it light. Keep it doable. But commit.

7. Celebrate the Start

Even if no one else sees the effort it took, you know. Celebrate the courage it takes to start. That step is often the hardest—and the most powerful.

What Could That Look Like for You?

If you’ve been sitting on an idea, unsure whether it’s time to act—this is your sign. That idea came to you for a reason. Don’t let overthinking bury it.

Start before you’re ready. Trust the messy middle. Know that the best clarity often comes after the action.

The only way to know if it works? Is to finally just go for it.

I was working with a client the other week, deep-diving into her website strategy. She felt stuck. Stuck in that place where traffic was coming in, but not much was happening after that. People were landing on her pages, but not clicking. Not signing up. Not buying. And as she said it all out loud, I could see how frustrated she was. Because she had done so much work already—the branding, the photos, the copy.

But something still wasn’t clicking.

So I did what I always do in these moments: I opened up Hotjar.

And just like that, the fog cleared.

Have You Ever Wondered What People Actually Do on Your Website?

Like, not the page views. Not just the bounce rate. But the real, nitty-gritty stuff:

• Where they scroll
• Where they pause
• What they click (or don’t)
• When they drop off

Because while Google Analytics is great, it doesn’t tell the full story. Hotjar does.

Hotjar is a tool that gives you heatmaps, session recordings, and even on-page feedback from real users. It lets you watch how people move through your site like you’re peeking over their shoulder (but, you know, not in a creepy way).

The Moment I Fell in Love With Hotjar

I remember launching something new—something I was really proud of. The page looked beautiful, the copy felt just right, and everything seemed like it was in place. I had triple-checked the design, the links, the layout.

But sales? Practically nonexistent after going live.

Out of curiosity, I opened up Hotjar and started watching some session recordings. That’s when I saw it: a popup I had completely forgotten about was triggering on every visit from new users. And it wasn’t just annoying—it was blocking the offer. Worse? It was tricky to close, especially on mobile.

I was horrified. But also super grateful. Because without Hotjar, I would’ve never known. I disabled the popup, re-tested the flow, and within 24 hours, sales started rolling in.

It was such a small fix—but one I never would have caught on my own.

What I Learned From Watching Website Behavior

Working with clients (and on my own businesses), I keep coming back to this one simple truth: we’re too close to our own websites.

We know what we meant for someone to do. But that doesn’t always mean that’s what’s happening.

I’ve seen clients with absolutely gorgeous homepages—stunning visuals, great design—only to find out their visitors never even make it halfway down the page. Or pages with forms that aren’t mobile-friendly, and 60% of traffic is coming from phones.

Hotjar gives you real-time clarity. And that’s something every business owner needs—especially if you’re:

• Launching something new
• Updating your offers or layout
• Getting traffic, but no conversions
• Rebranding or rebuilding your website
• Trying to figure out why sales dropped (or never started)

Why Traditional Analytics Can Only Tell You So Much

Google Analytics can show you where your traffic is coming from and how long they’re staying. But it won’t show you what they’re doing while they’re there. Hotjar bridges that gap.

With session recordings, you can see the journey. You can watch someone move from your blog to your offer, hover on your pricing, scroll past a form, then leave. And that kind of data is what turns educated guesses into strategic action.

Here’s How I Recommend Using Hotjar (Without Getting Overwhelmed)

You don’t have to watch every single session or analyze every single scroll. Instead, treat Hotjar like a seasonal check-in. Here’s how I do it:

1. Run It Once or Twice a Year

Especially after a website update or launch. Let it collect data for 2-3 weeks.

2. Watch 5–10 Session Recordings

Look for patterns. Are people clicking where you want them to? Are they confused? Getting stuck?

3. Review the Heatmaps

Where are most users focusing? What are they ignoring? Are your CTAs in the right spots?

4. Make One Small Change at a Time

Tweak your layout, button placement, headline, or form. Then run Hotjar again a few weeks later and compare.

5. Use It as a Decision-Making Tool

Thinking about a full website revamp? Use Hotjar first to see what’s actually working—and what’s not.

6. Repeat When Needed

This isn’t something you have to do constantly. But when you do it intentionally, it can give you some of the clearest insight you’ll ever get about your site.

The Real Power? Seeing Through Your Customer’s Eyes

Working with my current client reminded me of something powerful: sometimes all it takes is seeing your business through someone else’s eyes. When you’ve been building your business for years, you know every inch of your site. You stop noticing what’s confusing because it makes sense to you.

But to a first-time visitor? That navigation bar might be clunky. The headline might be vague. The form might feel too long.

Hotjar lets you step into their shoes. And from that place? You make way better decisions.

You work way too hard on your business to let website confusion stand between you and your next sale.

Tools like Hotjar help you stop guessing and start seeing. They help you understand what people do on your website—so you can stop leaving conversions on the table.

And for me? It’s become one of those tools I recommend to every client. It’s like having a little marketing crystal ball. Plus they have a free plan which is perfect for using it once or twice a year.

If you’ve never tried it, start simple. Install it. Let it run for a week or two. Watch a few recordings. I promise—you’ll never look at your website the same way again.

Let me just say this right off the bat: I’ve never been the kind of person who could just do one thing. I run multiple businesses. I build things from scratch. I pivot, I create, I explore new ideas like a kid with a blank notebook and a brand new set of colored markers.

And you know what? I love it that way.

Some people hear that and say, “Wow, that sounds exhausting.”

But to me? It’s energizing—because I’ve learned how to do it without burning out.

If you’re someone who’s multi-passionate too, you know the feeling. Your mind is full of ideas. You’ve got dreams in one hand and a to-do list in the other. And while it’s a beautiful thing to be creative and curious and excited about more than one path… it can also feel a little chaotic if you don’t have a system in place.

Because here’s the truth: When you’re multi-passionate and disorganized, it starts to feel like you’re constantly running in circles.

You’re working hard—sometimes really hard—but you’re not seeing the kind of progress you want. You’re pouring your energy into so many different places that nothing feels like it’s truly moving forward. You feel pulled in multiple directions. Unsure which idea to run with, which task to prioritize, which business needs your attention the most.

You sit down to work and freeze—not because you don’t have ideas, but because you have too many. And that kind of overwhelm? It can lead to burnout, second-guessing, and spinning your wheels without ever gaining real traction.

The good news? It doesn’t have to be that way.

The moment you put a structure in place—the moment you start mapping out your ideas, organizing your projects, and planning your time with intention—you go from scattered to strategic.

From overwhelmed to in control.

From “I’m doing everything and nothing is working,” to “I know exactly what to focus on this week.”

That shift is powerful.

So today, I want to talk about how to find your focus when you’re multi-passionate—without forcing yourself to pick just one thing. Because you don’t have to. You just need to be a little more strategic about how you manage it all.

First, Let’s Redefine “Focus”

We tend to think of “focus” as choosing one thing and sticking with it forever.

But for me, focus means being intentional with my time and energy. It means knowing which hat I’m wearing today, and giving that version of me the attention it deserves—without guilt that I’m not doing everything at once.

I think focus is less about narrowing your dreams, and more about designing your life and business in a way that lets you pursue them well.

Why I Love Being Multi-Passionate (and How I Make It Work)

I’ve built a life and career around multiple ventures—each with its own purpose, audience, and strategy.

From digital products to content strategy, from writing to tech development (hello, Wordsmith 👋), I’ve learned to switch gears without losing momentum. But here’s the key:

👉 I don’t treat every business like it’s happening all at once.

I map out my year. I segment my focus. I batch my work.

I honor the seasons each venture is in—and I build my plans around that.

And that makes all the difference.

My Go-To Tips for Finding Focus as a Multi-Passionate Business Owner

1. Separate Your Work Into Buckets

I think of each business or passion as its own “bucket.”
Each one has:

• Its own goals
• Its own to-do list
• Its own content and strategy

I keep them visually separate in my Airtable dashboards, which helps me stay out of that messy middle where everything blurs together. When I’m in Wordsmith mode, I’m in Wordsmith mode. When I’m building a brand new business, I’m fully there. No hopping back and forth.

2. Use Time Blocking (But Really Really Loosely)

Time blocking changed the game for me. I plan my week in chunks—sometimes full days dedicated to one project, sometimes half-days depending on what’s needed.

But here’s the trick: I give myself margin.

I’m a mom of four. Life is not predictable. I build flexibility into my system so I don’t fall apart when my toddler needs extra snuggles or we decide to go apple picking on a Tuesday. I remind myself that I built this business because I wanted freedom to live life on my own terms. That also means like being able to be flexible at home.

3. Know What Season Each Business Is In

Not everything needs to grow at the same time.

I’ve learned to ask:

• Is this business in a growth season?
• Is it in maintenance mode?
• Or is it still in the idea stage?

That clarity lets me know where to put my energy—and where it’s okay to hit pause or coast.

4. Map Out the Big Picture First

At the start of every year, I map out the yearly vision for each project.

Then I break it into quarters. Then into months. Then into weeks.

That big-picture vision keeps me grounded.

Even when I’m knee-deep in one business, I know the others aren’t forgotten. They’re just waiting for their turn in the spotlight.

5. Let Each Passion Support the Others

Your passions aren’t random.

They’re connected. The skills you learn in one area almost always elevate the others.

For example:

• My experience in content creation helped shape Wordsmith.
• My understanding of passive income led to new strategies for my Pinterest ads.
• My love for writing spills into every corner of every business.

Nothing is wasted. Every piece fits together in ways you might not see at first—but they will.

You Don’t Have to Pick One Thing. But You Do Need a Plan.

I used to feel like something was wrong with me because I couldn’t just “niche down” and do the one thing.

But now? I see it as one of my greatest strengths.

Being multi-passionate means I get to explore, create, and serve in multiple ways. It means I can build sustainable, flexible income streams. It means I stay inspired and challenged.

But the only reason it works is because I got organized.

I found a system that helps me focus on what matters right now, without losing sight of everything else I care about.

And you can do that too.

If you’ve ever been told you need to pick one thing…
If you’ve ever felt “too much” because you have too many dreams…
If you’ve ever worried that having multiple passions makes you messy or scattered…

This is your permission to let that go.

You can be multi-passionate and focused.
You can be organized and creative.
You can build multiple businesses—and do it with joy, clarity, and intention.

Just don’t try to do it all at once.
Map it out. Break it down. Honor the season you’re in.
And give yourself grace in the process.

If you’re anything like me, you’ve probably asked yourself at some point: “Are Pinterest ads even worth it?” In a world that screams about Instagram trends and TikTok hacks every five seconds, Pinterest feels like this quiet, often-overlooked little corner of the internet.

But here’s the thing. That “quiet corner”?

It’s filled with buyers. Not just scrollers. Not just people looking for entertainment. People actively searching for ideas, products, and services—and making decisions.

And if you show up at the right time, in the right way?
Yes, you absolutely can make money with Pinterest ads.
I know because I’ve done it. And today, I’m pulling back the curtain to show you exactly how.

Why Pinterest Ads Are Different (And Why That Matters)

First, let’s clear something up: Pinterest is not a social media platform.

It’s a search engine—with pictures.

That means when people log onto Pinterest, they’re not looking to kill time like they might on Instagram or Facebook. They’re searching. They’re planning. They’re shopping.

Think about it:

• Brides planning their weddings.
• Moms decorating nurseries.
• Entrepreneurs looking for marketing strategies.
• Homeowners searching for renovation ideas.
• Business owners researching new tools.

When someone finds your product, service, or resource through a Pinterest ad, it doesn’t feel intrusive. It feels like they found exactly what they were looking for.

And that, my friend, is why Pinterest ads convert so beautifully when done right.

How I Started Making Money with Pinterest Ads

A few years ago, I made a decision: I wanted to grow my business without relying so heavily on social media. I didn’t want to be chained to my phone 24/7, chasing engagement and algorithms.

So I doubled down on long-form marketing (like my blog), SEO, and Pinterest.

At first, I was all about organic Pinterest traffic (which is amazing, by the way—and still a huge part of my strategy). But when I decided to test out Pinterest ads? Everything changed.

I started small—about $5 to $10 a day—testing simple campaigns promoting my best-selling products and services.

And what I found absolutely changed the way I think about marketing:

Over the last few years, I’ve spent $41,000 running Pinterest ads to promote a single digital product.

And from that one product?

I’ve generated over $684,000 in revenue.

Let’s break that down:

• That’s a 1,568% return on ad spend (ROAS)
• For every $1 I spent on Pinterest ads, I made $16.68 back
• That’s the kind of performance most ad platforms DREAM about delivering
• And it’s been almost entirely powered by Pinterest ads + my email list—no daily posting, no viral Reels, no constant burnout

This strategy didn’t just boost my revenue—it gave me my freedom back.

I built a system that quietly worked behind the scenes, allowing me to grow my business while being present with my family, without needing to hustle around the clock.

No massive ad agencies. No complex funnels.

Just a simple, sustainable strategy that kept working for me, month after month.

How to Actually Make Money with Pinterest Ads

Now, here’s where most people go wrong: They jump in without a plan. They run ads for the wrong products. Or they target the wrong audience. Or they create beautiful pins… but link them to confusing landing pages.

If you want your ads to actually make money (and not just rack up impressions), here’s what you need to know:

1. Start with Your Best-Seller

Don’t try to use Pinterest ads to “save” a product that isn’t selling organically. Promote your best-seller—the thing you know people already want.

Ask yourself:

• What product or service has already proven itself?
• What offer feels like a “no-brainer” for my ideal customer?
• What solves a clear, urgent problem?

Start there.

2. Think Like a Searcher, Not a Scroller

When you create your ad, remember: people on Pinterest are searching for solutions.

That means your ad needs to feel like an answer, not an interruption.

👉 Clear headline.
👉 Simple, beautiful imagery.
👉 Strong call-to-action.
👉 A landing page that delivers exactly what your ad promised.

No bait-and-switch. No vague messaging. Just a clear solution.

3. Target Intentionally

Pinterest makes it easy to target your ads based on keywords, interests, demographics, and even specific search behavior.

Here’s what I recommend:

• Use relevant keywords your audience is actually searching.
• Layer in interests that match your ideal client’s lifestyle or goals.
• Start simple and expand based on what’s working.

You don’t need to overcomplicate it—especially at first.

4. Optimize, But Don’t Obsess

Yes, you’ll want to check on your campaigns regularly.
Yes, you’ll want to tweak your creatives and keywords if something’s not performing.

But it’s 100% possible to set up good-performing ads and simply let them do their thing. That’s why I love Pinterest ads so much.

Pinterest ads are a long game.

Give your ads time to gather data before making huge changes.
I usually give new campaigns at least 7–10 days before adjusting anything major.

Consistency wins here, just like it does everywhere else in business.

Want My Exact Pinterest Ad Strategy?

If you’re nodding along thinking, “Okay, this sounds amazing but how do I actually DO this?”
Don’t worry—I’ve got you.

I created The Pinterest Ad Strategy because so many of my friends (and fellow business owners) kept asking me how I was getting such great results without spending a fortune.

Inside the course, I walk you through:

• How to set up your Pinterest ad campaigns step-by-step
• What kind of creatives to use (with real examples)
• How to set budgets and track conversions
• Mistakes to avoid that cost people money (and how to sidestep them!)

It’s under 90 minutes—no fluff, no overwhelm, just the exact system I still use today.

You can grab it right here if you’re ready to skip the trial and error and get to the good part faster.

So, can you actually make money with Pinterest ads?

Absolutely.

But not by throwing spaghetti at the wall. Not by hoping and wishing.

It happens when you show up intentionally. When you lead with value. When you focus on helping the person on the other side of the search bar find what they’ve been looking for all along.

You don’t need a massive budget.
You don’t need to be a tech wizard.
You just need a plan—and the willingness to start.

Trust me, it’s more than possible, and I can show you how to do it.

Content Prompt: You have options, but here’s why [your business/service] is different: [unique selling point]. It’s about more than just [common industry focus]—it’s about [specific benefit]. Let’s create something amazing together.

Copywriting Formula: FAB (Features, Advantages, Benefits)

This week’s content prompt is all about what sets you apart. The FAB formula stands for:

• Feature: The unique thing your service or product offers
• Advantage: Why that feature is valuable
• Benefit: The transformation or result your client experiences because of it

It’s simple, clear, and effective—and it helps you talk about your business in a way that isn’t just “here’s what I do,” but instead, “here’s what you’ll get from what I do.”

Why It Works:

You’re trying to explain (again) what makes your offer different—and feeling like you’re just blending into the noise. Like you’re writing the same sentence you’ve written a dozen times before.

You pour so much into your business. Your time, your energy, your heart. But when it comes to putting words around why it matters? Whew. That part can feel hard.

That’s why I love the FAB formula. It’s not fluff. It’s a way to cut through the overwhelm and speak directly to what your audience cares about. You’re not just listing off features like, “Look what I can do!” Instead, you’re guiding someone through why those features matter, what they unlock, and how they’ll feel on the other side.

Let’s say you offer a done-for-you service. The feature might be, “We handle it all for you.” The advantage? “You get your time back.” The benefit? “You feel lighter, freer, and more focused on what actually moves your business forward.”

FAB helps you connect the dots between what you do and what they get in a way that builds trust. Because here’s the truth: people don’t want more stuff. They want results. They want clarity. They want someone who sees the bigger picture and can help them get there.

When you use the FAB formula, you’re doing more than writing sales copy—you’re telling a story about what’s possible. And that? That’s what keeps your audience coming back for more.

Wordsmith Instructions:

This week, use the content prompt inside Wordsmith to highlight what makes you different. Start with one feature, explain why it matters, and then show the benefit it delivers to your client. Add your brand details, and Wordsmith will help you shape it into a polished blog, email, and social post that actually connects.

New to Wordsmith? Think of it as your personal copywriter. You bring the ideas, and it helps you turn them into scroll-stopping, inbox-opening, comment-worthy content in minutes.

How to Use This Prompt:

• Start with a feature that makes your business stand out
• Explain the unique advantage that feature gives your clients
• Show the benefit: the transformation, the ease, or the result they care about most
• End with a CTA that invites them to take that next step with you

Example Post Using This Prompt:

You have options when it comes to content tools. I know that.

But here’s what makes mine different: it doesn’t just help you write better content—it helps you actually understand your voice and share it with confidence.

Most tools focus on the “what to write.” This one? It focuses on who you are and why that matters.

So yes, you’ll get done-for-you blog posts and social captions that sound like you. But the real benefit? You start showing up online like the version of you who knows what she’s doing and isn’t afraid to say it.

If you’re tired of blending in and ready to create something that reflects the heart behind your brand, let’s do it together.

Your story, your style, your content. Let’s make it different—and make it matter.

Information Needed About Your Business:

To bring this prompt to life, take a moment to jot down:

• What’s one feature that makes your product or service stand out?
• Why does that feature matter to your client?
• What benefit does your client walk away with?

Once you have these, you’ll be able to write content that not only positions you as the expert—but helps your audience see the value in a way that feels clear, personal, and aligned.

My husband and I have worked on more projects together than I can count.

He’s the lead developer behind everything I dream up. The one who translates all my wild, messy, inspired ideas into something real. We’ve built businesses side by side, taken long car rides just to brainstorm, and stayed up late many nights bringing our shared visions to life.

But the truth is: we’re total opposites.

I’m the carefree, million-ideas-a-minute type. I have paintbrushes and half-finished projects scattered around the house. I thrive in the beginning stages—in the energy of a new idea, the possibilities, the vision. I am Type B to my core. Entrepreneur through and through.

And he’s the guy who loves simplicity. Order. A step-by-step process. One task at a time. He wants someone to tell him exactly what needs to be done and when. Military-trained, logical, a Type A realist.

He brings structure. I bring spark.

Together? We somehow make it work beautifully.

The other day, I came to him with a new idea. I was buzzing with excitement, ready to bring it to life, and his immediate reaction was, “You can’t just do that.”

I smiled and said, “Why not?”

That conversation stuck with me. Because it sums up the difference between how we think—and also how I believe so many of us are conditioned to think when it comes to building a business.

My husband’s mindset makes sense in many contexts. Rules, order, expectations. A framework that helps people move safely through the world.

But entrepreneurship? That’s different.

Entrepreneurship taught me something that took me years to realize: The rules don’t apply. And if they do? You can change them.

There’s no single path to success. No universal playbook. No secret formula that works the same for everyone. You get to build the business that fits you.

Let’s take something as seemingly straightforward as pricing.

My husband would start by researching competitors. He’d study market trends. He’d analyze, assess, and carefully position his offer based on logic and industry standards.

Me? I price based on instinct.

I think about what the offer is worth. I think about what feels right in my gut. And most importantly, I think about how I want to feel delivering that product or service. Energized? Valued? Confident?

I don’t really care what others charge for the same thing.

Because I’m not building someone else’s business. I’m building mine.

One of the greatest myths in business is that there’s a right way to do it.

You don’t need permission to pursue your dream. You don’t have to follow industry norms if they don’t align with you. You don’t have to grow the way someone else did, or market the way they do, or price like the rest of the field.

That’s the freedom of entrepreneurship.

You get to write your own rules.

And sometimes, yes—you’ll meet resistance. Someone will say, “You can’t just do that.”

But that’s when you smile and ask, “Why not?”

Because the moment you start playing by your own rules, everything changes. You begin creating from truth, not fear. From alignment, not comparison. From courage, not conformity.

Working with my husband has taught me so much about balance—and about honoring the value in both perspectives. His structure helps bring my ideas to life. And my belief in possibility helps stretch his idea of what’s possible.

But at the heart of it all is this shared truth: the best businesses are the ones that reflect the people behind them.

So if you need a reminder today: You’re allowed to do it differently. You’re allowed to do it your way. You’re allowed to trust your gut, follow your heart, and believe in the ideas that light you up.

You don’t need a rulebook.

You just need the courage to ask yourself: “What if I can?”

And then go out and prove it.

I’m sitting at my desk, coffee in hand, heart full of ideas—and if I’m being honest, a little bit of overwhelm too. The world of business and marketing is shifting fast, and with AI stepping onto the scene in a big way, it’s starting to feel like we’re all figuring it out in real time.

And here I am, building something right in the middle of it all.

We just did a massive update to Wordsmith. A completely redesigned dashboard that feels so much better—cleaner, easier to navigate, more intuitive. We added a whole new lineup of writing styles (they’re honestly so fun to play with), and more than anything, we laid the groundwork for what’s to come.

But I’d be lying if I said it didn’t feel big.

A Dream That’s Growing Bigger Than Me

When I first launched Wordsmith, it was simple: I wrote the content myself. I uploaded it. You logged in and had access to captions that were ready to go. It was built for real business owners who just needed a little help showing up online.

Now, we’re dreaming bigger. With AI entering the chat, everything has changed—and also, somehow, everything has stayed the same. Because at the core of Wordsmith is the same mission: to help you feel confident, clear, and supported in your content.

This next chapter? It’s about deepening that support.

So What’s Coming? Let Me Show You What I’m Dreaming Of

First up: a marketing calendar inside Wordsmith. One that helps you not just create content, but plan it. Organize it. Feel like you actually have a strategy again. (Because we both know that’s half the battle.)

Second: AI-powered idea generation that’s based on your business. I want you to be able to take a quiz that tells Wordsmith who you are, what you do, and how you want to sound online. And from there? Content ideas that actually make sense for your brand. Not generic fluff. Just real, aligned suggestions that take the pressure off.

Third: cross-platform sharing and creative assets. Imagine creating one amazing piece of content and Wordsmith gives you the visuals and the resized versions for Instagram, your newsletter, even Pinterest or LinkedIn. Total time-saver, right?

This is what I’m mapping out right now, with sticky notes everywhere and my mind racing with possibility.

It Feels Big—Because It Is

This next season of Wordsmith isn’t about chasing trends. It’s about building something that truly becomes part of your business. Something that gives you back your time and energy. Something that lets you feel proud of what you’re putting out into the world.

But I’m also human. And sometimes, building something that hasn’t been done before? It feels heavy. I want to get it right. I want it to be something you love using.

So I’m asking: if you’ve got ideas, needs, or things you’d love to see inside Wordsmith, tell me. LEave a comment. Reply to the email. Your feedback means more than you know.

At the end of the day, I’m not building Wordsmith for me. I’m building it for you.

For the one who has so many ideas but no time to write them. For the entrepreneur who wants their marketing to feel more authentic. For the dreamer who’s tired of staring at the blinking cursor.

Let’s build this next version of Wordsmith together.

Because what’s coming? It’s going to be good.

And I can’t wait for you to be part of it.

Content Prompt: I’m not for everyone—and that’s a good thing. If you’re looking for [X], we probably won’t vibe. But if you want [Y], then you’re in the right place. Here’s why I do things differently, and why that might be exactly what you’ve been needing.

Copywriting Formula: Polarizing POV + Clarity

This week’s content prompt is all about standing tall in what makes your business unique.

By owning your perspective and getting clear about what you don’t do, you make room for your dream clients to lean all the way in. That’s the magic of a Polarizing Point of View – it doesn’t mean you’re being controversial for the sake of it. It means you’re being clear.

This is your permission slip to say, “This is who I am, this is how I work, and this is why it works.”

Why It Works:

Because clarity is magnetic.

In a noisy online world, people are craving honesty, realness, and someone who knows exactly what they stand for. When you confidently communicate who you’re for (and who you’re not), you build trust faster and attract the people who are already aligned with your style, your values, and your offer.

This kind of content weeds out the wrong fits and draws in the people who will love what you do—and stick around for the long haul.

Wordsmith Instructions:

Use this content prompt to draw a bold line in the sand. Write a post that highlights what you don’t offer, what you do, and why your approach is intentional. Share a little behind-the-scenes or personal story that reinforces your perspective.

New to Wordsmith? Just drop in this content prompt and a few details about your business. Wordsmith will create a blog post, newsletter, and social captions that sound like you and speak straight to your dream clients. It makes content creation faster, easier, and way more aligned.

How to Use This Prompt:

• Start with something your business isn’t
• Share what your business is
• Explain why this difference matters
• End with a CTA that invites your people in

Example Post Using This Prompt:

I’m not the kind of business that teaches you to post 5 times a day and hustle harder.

If you’re looking for fast hacks and overnight wins, I’m probably not your girl.

But if you want to build a sustainable, aligned business that grows with intention—welcome. You’re in the right place.

I built Wordsmith for people who want to connect with their audience, not just convert them. For people who believe their message matters and want content that reflects their values, their voice, and their heart.

You won’t find one-size-fits-all content here. You’ll find prompts that spark something real, plus the tools to turn those ideas into blog posts, emails, and captions that help your business grow.

Because you don’t need more content. You need better content that feels like you. Sign up for Wordsmith here

Information Needed About Your Business:

To bring this prompt to life, think about:

• What are you not offering or promising?
• What do your clients love most about your unique approach?
• How does your perspective differ from others in your industry?
• What makes your way more meaningful, sustainable, or impactful?

Use this prompt to speak with confidence. Your people will hear it—and feel it.