I never thought I’d be writing this blog post. After selling the Essential Studio Manager (ESM), we closed that chapter with full hearts and high hopes. We believed the new owners would carry the torch with care, support the community we built from the ground up, and keep making ESM better for all of you, the creative, service-based business owners we built it for.

But if you were part of the ESM Facebook group, you already know how the story unfolded.

Support vanished. Updates stopped. Messages were completely ignored.

And it broke our hearts.

Because you didn’t just buy a tool — you believed in us. You trusted us to make your business a little simpler, a little more streamlined. And watching that trust dissolve after we handed it off… that’s something we’ve carried with us ever since.

The posts we saw in the Facebook group, the ones pleading for help, asking if anyone was still listening, they weren’t just coming from faceless users. They were you. The real people Jon and I had gotten to know. The ones who helped us shape ESM from the very beginning. Who cheered us on through every new feature launch, who gave thoughtful feedback, who showed up for us as much as we hoped to show up for you.

Watching that community go quiet felt personal. And it’s a big part of what brought us back.

We had zero plans to build another CRM. Not a hidden someday. Not a maybe. Not even a backup idea scribbled in a notebook. When we sold the ESM we were ready to put the CRM world in the past.

But the silence where there should’ve been support? That lit something in us. Not out of spite, but out of love. Out of respect for the business owners we set out to serve from the very beginning.

From First Project to Full Circle

Here’s something not everyone knows: ESM was actually Jon’s very first project. He literally built it as he learned how to code. And the fact that so many of you used it, loved it, and grew your businesses with it? That will always be one of the proudest milestones as entrepreneurs.

But Billi? Billi is different.

Billi was built by an expert, by someone who now has years of experience building full-scale, high-functioning platforms. It’s not just a CRM with a fresh coat of paint. It’s a full reimagining of everything we wish we could have done back then.

We took every lesson, every note, every piece of feedback (and yes, every moment of burnout and “we should have done this differently”) and used it to create the CRM we always wanted to build.

Meet Billi

Billi is the result of that journey. It’s everything we dreamed a CRM could become — and more.

• Built for service-based entrepreneurs
• Clean, friendly design (no learning curve required)
• Powerful tools without the overwhelm
• Transparent pricing with no gatekeeping
• And yes, we’re actually here when you need support

But what really sets Billi apart is just how beautifully simple it is to use. The UI? It’s stunning. It feels warm, welcoming, and modern. It doesn’t look like enterprise software, it looks like something made for you.

We know running a business is hard enough. Your CRM shouldn’t make it harder. Billi strips away the clutter and gives you what you actually need to manage your clients, send contracts, get paid, and stay organized. That’s it. No bloat. No fluff. Just ease.

Let’s Talk About Pricing

Now here’s the part we’re most excited to share: Billi is 100% free to use.

No monthly fees. No pricing tiers. No paywalls on features.

You only pay a 1% flat fee on any invoices paid through Billi. That’s it.

So if you’re not actively booking clients or making money? You don’t pay a thing.

And when you are? That tiny fee helps us keep Billi running, improving, and growing — without ever forcing you to upgrade to some “Pro Plan” to get access to the good stuff.

But here’s what most people don’t know:
This idea wasn’t born from some calculated business plan. We didn’t sit down and say, “Let’s build a CRM that’ll generate millions.”

This started as something much more personal.

We just wanted to build something for our ESM users, something they could actually use. Something they would love. And when we started talking about pricing… everything in us said: we don’t want to do this the way everyone else is doing it.

We didn’t want crazy subscription models. We didn’t want tiered pricing. We didn’t want to gatekeep features or make people feel like they had to pay more to do more.

So I threw out a wild idea:
What if we kept it really simple? What if we charged a tiny percentage on paid invoices, and that’s it?

That way, no matter how big or small your business is, no matter what season you’re in — you’d always have a CRM you could count on. One that doesn’t drain your budget. One that grows with you.

This pricing model was a no brainer for us. Because we believe:

• Tools should empower you, not penalize your growth.
• Great software should be accessible, not exclusive.
• And if you’re just getting started or you’re in a slow season, your CRM shouldn’t feel like a financial burden.

Billi was built with this in mind, a CRM that works for you, not the other way around.

We Can’t Change the Past, But We Can Build Something Better

If ESM left you feeling a little burned, we understand. We really, really do.

We can’t rewrite the path it took after it left our hands. But there’s nothing stopping us from building something better. Something more intentional. Something that goes above and beyond for its users.

That’s exactly what Billi is here to do.

And we hope, whether you were with us from the early ESM days or you’re just now hearing about us, that you’ll come along for the ride.

Because this time? We’re doing it the way we always wanted.

Use Billi For Free

If you’re looking for a CRM that’s simple, beautiful, powerful, and actually has your back — we’d love for you to give Billi a try.

Click here to meet Billi

We built this for the version of you who is juggling clients, contracts, and calendar chaos. The version of you who wants things to just work. And the version of us who knew we could do it better.

Thank you for trusting us before. Thank you for being part of our story. And thank you for giving Billi a chance to be part of yours.

For the longest time, I believed running ads was something reserved for them. Big brands with even bigger budgets. Companies with full-blown marketing departments. People in fancy offices who had “strategist” in their job title and knew how to decode a spreadsheet like it was their second language. And then there was me.

I assumed ads weren’t for someone like me. Someone who didn’t have thousands to throw at a campaign or hours to pour into learning a new platform.

But eventually, I got tired of waiting for organic reach to do the job. I wanted to grow faster, reach new people, and stop relying on the hope that an Instagram post might go viral.

So I dipped my toe in. Nervously. Imperfectly.

And what I discovered?
Ads aren’t just for big brands. They’re for real people building real businesses.
Just like you.

Feeling Like Ads Are Only for the “Big Players”? Let’s Talk.

Have you ever looked at an ad and thought, “That’s not for me. I can’t afford it, and I wouldn’t even know where to start”?
Do you assume that only people with teams, tech skills, and ten thousand followers can actually make ads work?
Have you been quietly wishing you could grow faster… but believing that ads are out of reach?

Friend, you’re not alone.

But here’s what I’ve learned—from actual experience, not theory:
Ads aren’t reserved for million-dollar marketing teams.
They’re a tool. And just like any tool, you can learn to use it.

Today, I want to walk you through the truth about running ads. What I wish I knew before I ever hit “launch,” and how you (yes, you) can use them to grow your business on your terms.

I Thought Ads Were for “Them” Until I Gave It a Shot

The first time I ever opened up an ad manager, I felt like I had entered a foreign country without a translator.

Pixels? Audiences? Conversions?
No one warned me I’d need a secret dictionary just to make sense of it.

I almost closed my laptop.

Because all I could think was: This is what real marketers do. This isn’t for me.

But something in me said to just try. Just test. Boost one tiny post to see if you can get a return. Just see.

So I set a tiny daily budget.
Picked one product I knew like the back of my hand.
And created a simple graphic and copy that came straight from my heart.

And then I clicked “publish.”

That tiny campaign led to clicks. The clicks led to sales. And the sales gave me proof:
Ads could work for me.

What If Ads Aren’t for “Big Brands” They’re Just for Brave Ones?

I spent years assuming ads were part of someone else’s playbook.

But here’s the shift that changed everything:
Ads are not about having a big budget. They’re about having a clear message and knowing how to target the right audience.

Big brands might have more dollars, but they don’t have your story.
They don’t have your passion, your scrappiness, or your people.

The moment I stopped thinking I had to be “ready” or “professional” to run ads—and just focused on sharing the heart of my offer with the right people, everything changed.

You don’t need a marketing agency.
You don’t need to be a tech genius.
You just need to believe in what you’re offering… and be willing to put it in front of the people who need it.

5 Truths That Made Ads Feel Possible (Even for Me)

1. You Don’t Need a Big Budget to Start Seeing Results

I started with $5 a day. That’s it.

Running ads doesn’t have to cost thousands to be effective.
Start small. Watch what works. Reinvest your profit.

You can always scale later. The key is to start.

2. One Clear Offer Is Better Than Ten Fancy Funnels

If you’re not sure where to start, focus on one product or service.

Make your ad about that one thing. Create one graphic. Send people to one page.

Clarity always beats complexity—especially when you’re just starting out.

3. You Can DIY This (No Agency Needed)

I used free tools. Canva for my graphics. My own words for the copy.
I didn’t hire a team, I just committed to learning one thing at a time.

Most platforms (Facebook, Pinterest, Instagram) walk you through setup step-by-step.
And if you get stuck? There are tutorials. Or better yet, affordable courses (like mine 👀).

4. Your Message Matters A LOT

What makes an ad work isn’t fancy language, it’s connection.

When you speak directly to your ideal person in your ad copy, they’ll pay attention.

Instead of trying to sound like a marketing expert, talk like a friend.

That’s what people respond to.

5. Ads Aren’t Magic. They’re a Mirror

Ads show you what’s working, and what’s not.

If an ad doesn’t perform, it’s not failure. It’s feedback.
Maybe the offer isn’t clear enough. Maybe the landing page needs a tweak. Maybe your message needs refining.

You don’t have to take it personally. Just adjust and keep going.

You’re More “Ad-Ready” Than You Think

So here’s the truth I wish I could whisper into your ear the moment you hesitated:
Running ads isn’t just for big businesses—it’s for brave ones.

It’s for the solopreneur with a dream.
The mama building her business during nap time.
The creative who knows their product works… they just need more people to see it.

Ads have helped me grow faster, reach more people, and create stability in my business that doesn’t depend on the algorithm.

And it all started with one little ad… and one big leap of faith.

Want Help Figuring It All Out? I’ve Got You!

If ads have felt too complicated, too expensive, or too out of reach, let me help you!

I created The Pinterest Advertising Strategy Course. A simple step-by-step guide that shows you exactly how I run ads that bring in sales on autopilot (without the overwhelm or the guesswork).

It’s beginner-friendly, budget-friendly, and built for small business owners who want to start landing infront of the right audience that is ready to hit buy.

The other day, I found myself standing in the grass, barefoot, with an old cooler and a handmade sign made with leftovers from my kids’ craft box. My hair was pulled back in a messy bun that had definitely seen better days, and nothing about the moment looked like the dreamy farmstand I’d once pinned on Pinterest. No cedar planks. No pretty branding. Just me, a few dozen eggs, and this little whisper in my chest that said, this is the beginning.

That moment reminded me of every other beginning in my life. Every business I’ve ever built didn’t begin with a perfect setup. It started with what I had. With what I knew. With whatever was within reach, and a deep desire to make it work anyway.

Is It Really Enough to Just Start Small?

Have you ever caught yourself saying, “I’d do it if I had more money… more time… better tools…?”
Have you been waiting for the stars to align before giving yourself permission to begin?
Does it ever feel like everyone else is running miles ahead, while you’re still stuck at the starting line without the “right” gear?

I know that feeling. I’ve lived it, more than once.
But I also know something else now, and it’s this: the secret isn’t in having more, it’s in using what’s already in your hands.

Today I want to share the truth behind starting small, why it works, and how my most successful businesses all began with a whole lot of heart and very little budget. You’ll walk away knowing how to take your next step, even if it’s a tiny one—and why that’s the most powerful thing you can do.

An Old Cooler and a Dream

We recently started a little farm here in New England. It’s been a long-time dream of ours. Growing our own food, raising animals, and selling fresh produce and eggs from a beautiful, welcoming farmstand someday.

But you know what I didn’t have?
I didn’t have the gorgeous wooden structure.
I didn’t have a branded setup with chalkboard signs or vintage baskets.
I didn’t have a custom-built fridge or cute labels.

What I did have was an cooler, a surplus of fresh eggs, and a handmade sign created with leftover supplies from my kids arts-and-crafts bin.

And so… that’s what I used.
I set it out by the road, and trusted that starting small was still starting.

It reminded me of the first time I ever sold Lightroom presets. I didn’t have a team. I didn’t even have a fancy shop or logo. I uploaded a few .zip files, made a simple landing page, and sent an email to my tiny list. That was it.

But it made money.
And then I reinvested it.
And then it grew.

Over and over, this has been my rhythm: use what you have, make it work, and let that be enough to get going.

Resourcefulness Is the Real Superpower

The world will tell you that you need more. More tools, more gear, more money, more experience. Before you’re allowed to begin.

But after building multiple businesses from scratch, I’ve learned something different: resourcefulness beats resources every single time.

If you’re scrappy, willing, and ready to learn as you go, you are already equipped.
That business you’re dreaming about?
That offer you’ve been sitting on?
That side hustle idea you’ve been swirling around in your brain for months?

It doesn’t need to start big.
It just needs to start.

And once it does, even if it’s messy, imperfect, or patched together with duct tape and hope, you’ll begin to build momentum. And that? That changes everything.

Here’s What Helped Me Build from the Ground Up

1. Define Success by Action, Not Appearance

Your first step doesn’t have to look good.
It just has to move you forward.

I know it’s tempting to wait until it all looks put together, but the truth is, most successful businesses had a humble, even awkward beginning. Focus on progress. Not perfection.

Want to sell art? Sell prints before you build a full website.
Want to coach others? Offer free sessions in exchange for testimonials.
Want to grow a product-based business? Start by selling to your circle before worrying about paid ads.

What matters most is that you start doing the thing. Not waiting for it to be perfect.

2. Reinvest Before You Reward

This is how I’ve always scaled my businesses:
Make a little income → reinvest it → make a little more → reinvest again → repeat until sustainable.

I didn’t pay myself right away. I let the business pay for itself, first. That’s how you build something that doesn’t just survive. It thrives.

If you make $100? Don’t spend it. Put it toward the next thing you need. A better tool, a basic ad, a website tweak. Let your hustle fund its own growth.

3. Start With Tools You Already Know or Own

I can’t count how many times I’ve wanted to “upgrade” before I was ready. A new camera, a fresh app, a fancy platform.

But more often than not, what you already know how to use is more than enough to begin.

Use Google Docs instead of a $50/month content planner.
Use your phone camera instead of waiting to hire a professional photographer.
Use free tools until the paid ones actually make sense.

Starting with what you have builds confidence.
Confidence builds clarity.
Clarity builds consistency.

4. Embrace the Messy Middle

There’s always a stretch where things feel half-done.
The branding isn’t quite right.
The email list is tiny.
The sales are slow.

This middle part? It’s where most people quit.
Don’t be one of them.
Remind yourself: this is just the beginning.
Your future business will thank you for sticking it out, even when it didn’t feel shiny or Instagram-worthy.

5. Celebrate Tiny Wins

Your first $10 matters.
Your first customer matters.

Celebrate them. They are proof that what you’re building is working. Even if it’s still small.
Those tiny wins add up. One day, you’ll look back and realize they were the foundation of something much, much bigger.

Making Our First Dollar As a Farm

My first day, I sold four dozen eggs and made $28.
And while that number might not turn heads, it felt just as thrilling as the day I crossed a million in passive income.

Because that $28?
It cracked the door open to possibility.
It whispered, maybe this can become something real.

That first dollar, earned from a hand-painted sign, a used cooler, and a wild idea, was proof that even the scrappiest beginning holds power.
Even if it’s not perfect. Even if it’s not polished.
It reminded me of something I’ve learned over and over again: you don’t need to have it all together—you just need to begin.

You’re Already More Ready Than You Think

Starting where you are and using what you have isn’t about settling.
It’s about believing in small beginnings.
It’s about saying yes without needing all the answers.
It’s about trusting that with every little step, you’re building something bigger than you can see right now.

If I’ve learned anything from building businesses, it’s this:
You don’t need everything—just enough to begin.

Running Pinterest ads can feel like you’re playing a game where no one explained the rules. You log in, glance at all those numbers, and immediately ask yourself… “Is this working? Am I wasting money? What should I even be looking at?” I’m about to walk you through the exact metrics that actually matter, and how to use them to make smarter decisions (without needing a marketing degree or a Google rabbit hole).

First Things First: Let’s Break Down the Most Common Pinterest Ad Metrics

Here’s what you’ll see inside your dashboard, and what each metric is actually trying to tell you:

Impressions: How many times your ad showed up in someone’s feed. This tells you your targeting and keywords are being triggered — but impressions alone don’t mean it’s working.

Clicks: The number of times someone clicked on your ad to learn more. This is the first real sign of interest. It means your creative is catching attention. But it’s not the final word…

Outbound Clicks: These are the golden clicks — the ones that send people off Pinterest and onto your site. These clicks tell you your pin is doing its job: sending people into your world.

Saves: When someone saves your pin to a board. Saves are intent. It means they’re interested — maybe not ready to buy, but keeping it for later. If your saves are high, your ad might be too good for just one glance.

Conversions: When someone signs up, buys, or takes the action you asked for. This is what we’re here for, right? Conversions tell you if your whole ad + landing page combo is working.

So… Which Metrics Actually Matter Most?

If I had to pick the ones to watch like a hawk, it would be these:

Outbound Clicks

This is the biggest signal that your ad is truly working. Pinterest is a traffic platform, and if you’re not getting people to your site, we need to adjust your creative or targeting.

Conversions

This is the actual number of people who took the action you wanted. Whether that’s signing up for your list, buying your product, or filling out a form. It’s easy to obsess over impressions or saves, but conversions are the real proof that your ad is doing its job. No fluff, just results. And tracking this number over time tells you exactly which offers are working.

Cost per Click (CPC)

This is how much you’re paying for every single click on your ad — and it’s where Pinterest really shines. Compared to platforms like Instagram or Facebook, Pinterest clicks are often way more affordable. That means you can get in front of more potential customers without blowing your ad budget. Low CPC with high outbound clicks? That’s a winning combo.

What You Can Worry Less About

• Impressions are good for brand awareness, but they’re not what pays the bills.
• Saves are a lovely compliment, but you can’t take them to the bank.
• Clicks are a first step, but outbound clicks are the real MVP.

Think of impressions, saves, and clicks as breadcrumbs. They’re part of the journey — but not the destination.

If Your Metrics Aren’t Where You Want Them To Be… Don’t Panic

I know the moment you see numbers going the “wrong” way, it’s easy to feel like you messed up. But this is where strategy lives. If the clicks are high but no one’s converting? It might be your page. If impressions are low? Time to adjust your targeting or keywords.

This isn’t failure, it’s feedback. And when you know which numbers to pay attention to, you can stop guessing and start tweaking.

Your Pinterest Ad Metrics Checklist

Before you spend another dollar, take a moment to run through this list:

Am I getting outbound clicks?
If people aren’t clicking off Pinterest and into your world, it’s time to revisit your creative or targeting.

Are those clicks costing me less than other platforms?
Pinterest should win here. Low cost per click (CPC) is one of its biggest advantages — don’t overlook it.

Is my landing page doing its job?
Check your conversion rate. If people are clicking but not taking action, the issue might be your page (not your ad).

Do I know my cost per action (CPA)?
What are you actually paying for a sale or signup? That number helps you gauge real ROI.

Am I tracking actual conversions — not just impressions or saves?
Impressions are nice. Conversions are everything.

Pinterest is one of the most underrated tools in the marketing world, especially if you’re craving traffic that lasts, ads that actually convert, and peace of mind that your content isn’t just disappearing 24 hours later.

I’ve made over half a million dollars with one single product using Pinterest ads. That’s not a typo. No massive launch calendar. No daily social grind. Just a smart strategy, the right funnel, and a platform that quietly does the heavy lifting.

And if you’re ready to learn exactly how I go about setting up my ads? I walk you through my entire process, step by step, inside my Pinterest Ad Strategy Course. It’s built for entrepreneurs like you who want to grow sustainably, confidently, and with way less noise.

Because when you know what actually matters, Pinterest stops feeling confusing, and starts becoming one of the most powerful tools in your business.

It started with a soft snowfall on a Saturday morning. I stood in the kitchen, still in my cozy wool slippers, watching my husband stack firewood outside while steam curled from my coffee mug. Our two younger kids were tugging on boots, begging to go help. And in that quiet moment, I thought: this—this might just be it. Not the end goal, not the retirement plan. But the thing we were always chasing in some abstract way.

For years, we’ve worked in the digital space. Tech, startups, digital products—we built our dream life with Wi-Fi and willpower. We’re deeply grateful for it. And yet… there’s been this quiet longing we couldn’t shake.

What if the dream you built starts to evolve?

What if you have everything you once asked for… but your heart keeps tugging you toward something different?

What if success isn’t about scaling up, but slowing down?

This post isn’t about quitting everything and moving off-grid. It’s about adding depth. Texture. Dirt-under-the-fingernails kind of fulfillment. If you’ve ever felt like your online business is thriving but your soul is asking for more, you’re not alone. And maybe—just maybe—you’re allowed to want and do both.

Where the Dream Started to Shift

We thought success looked like laptops and launches. But these days, it looks like early mornings, muddy boots, and and hatching baby chicks in our kitchen.

A few years ago, we were living in a little beach cottage. Two blocks from the ocean, sunshine nearly year-round, and all the amenities that made remote work feel like a dream. But when we saw the listing for a old red house in New England—on 45 acres, no less—something in me lit up. (We had never even been to new england).

We told ourselves it was a good investment. We said the land was just a bonus. But really? We were craving something deeper. More grounded. A place to put down roots in more ways than one.

At the time, our work lives were at full capacity—meetings, launches, emails, and endless tabs open at once. But on weekends, we’d be outside: planting apple trees, hauling rocks, fixing fences. My husband started chopping firewood to heat the house. I started dreaming about what we could grow.

We always say that if we just work hard enough, earn enough, and keep pushing, we’ll finally have the time to do what we love. More time outside. More time growing things. More time together, hands in the soil.

But what if the thing we were working toward… was already right here?

What if this was the life we were meant to build?

Not as a side project. Not as a someday dream.

But for real. For now.

So we made it official.

We started a farm.

And just like that, the shift began.

Turns Out, “Perfect” Wasn’t What We Needed After All

Joy wasn’t found in inbox zero or perfectly polished sales funnels. Joy showed up in quiet, ordinary moments:

• Mucking out the chicken coop at sunrise.
• Watching our kids collect eggs with their little yellow rain boots.
• Sharing sourdough and soup with neighbors.
• Looking up from our laptops and seeing trees, not traffic.

It hit us hard during a recent trip to Europe. In Germany, Switzerland, and Italy, we visited farms—small ones, nestled into hillsides, run by families. These farms didn’t have perfect land. Some were steep. Some were rocky. But they worked with what they had.

We realized you don’t have to have it be perfect in order to start. You don’t have to quit your one dream job to build something new. You can start with what you have. And do both for as long as you want to.

Maybe This Was the Dream All Along

We still have Zoom calls. We still build funnels and send newsletters and doe and sell digital products. But we also plant apple trees, mend fences, and teach our kids how to plant seeds.

And we’ve never felt richer in those mundane moments.

This farm isn’t a backup plan or an escape route. It’s an expansion. A slower dream, layered on top of the fast one. A place where both ambition and peace can live side by side.

We still run our digital businesses. My husband still codes. I still take client zoom calls and build things on the internet. But now, we also build things in the real world—with our hands, with our kids, with the seasons.

The farm isn’t a replacement. It’s an expansion. A widening of what success can look like.

Because the goal was never just freedom.

It was meaning.

It was connection.

It was building a life that feels rich in ways no metric can measure.

So if your heart is pulling you in a new direction—toward something slower, messier, more rooted—I hope this reminds you:

You don’t have to wait until everything’s perfectly aligned.

You don’t have to burn it all down to begin again.

You’re allowed to evolve.

You’re allowed to want both.

And sometimes, the life you’re chasing?

It’s already under your feet.

You just have to plant something and begin.

The night before we left for Europe, I was still up at 11:45 PM—wrapping up the last few pieces of content, double-checking automations, and setting that final “out of office” email reply. I told myself I’d be ahead of the game this time. But let’s be honest… there I was, one more late night deep in Google Docs, just trying to make sure nothing fell through the cracks.

I’d planned this trip for months. Dreamed about it for years. And yet, even with all the prep, I still found myself sprinting to the finish line.

Can You Really Unplug When You Run a Business?

This trip was more than just a vacation. It was a homecoming. I was born and raised in Germany until I was eleven, and taking my own kids back to those childhood spots was something I’ll never forget. Sitting on the same bench my mom used to sit on while I played—only now watching my own four kids run wild on the same playground? It was like life folded in on itself in the most beautiful way.

But even in that moment, there was a tiny voice in my head whispering, “Did I prep enough? Will everything run like it should?”

If you’ve ever tried to truly unplug from your business—especially as a mom, a multi-passionate entrepreneur, or someone who wears 87 hats—you know that feeling. The hope that everything will keep moving without you… but also the low hum of worry that it might not.

So today, I wanted to give you a real look at how the trip went, what actually worked behind the scenes, and what I’ll be doing differently next time.

What Sparked This Whole Reflection

We spent two weeks hopping across Germany, Switzerland, Italy—and even had a little accidental adventure through France (thanks to a GPS reroute and one my navigation skills).

The trip was packed with special moments:

• Celebrating my grandma’s 90th birthday on my aunt’s farm, surrounded by family I hadn’t seen in years.
• Introducing my husband to the country where I grew up (yes, after 17 years of marriage, this was his first time there).
• Eating chocolate-filled croissants on a mountain in Italy.
• Hiking beside cowbells in Switzerland with the most unreal backdrop of rolling hills and alpine lakes.
• Driving some of the narrowest, scariest mountain roads known to man (would not recommend with kids in the back and a cappuccino in hand).

And all the while? My business kept running. Sales came in. Newsletters were delivered. Clients were booking. Blog posts went live.
My business? Completely automated.

What I Realized

I realized that rest isn’t just a nice idea. It’s necessary.
I realized that no matter how well I plan, it’s okay if things aren’t perfect.
I realized that the life I actually want doesn’t involve always being plugged in—even if I love what I do.
And I realized that I don’t have to earn my time off by sprinting to burnout before I go. I can simply plan, prepare, and allow the systems I’ve built to do their job.

Honestly, there’s something wildly freeing about knowing your business doesn’t fall apart without you. That’s the real magic of automation and systems. And it’s taken me years to get here.

What Helped Me Unplug Without the Panic

1. Batching Content Ahead of Time

Yes, it made the week before we left a little wild—but I scheduled everything from blog posts to Pinterest pins to email campaigns. If I had to do it again, I’d probably give just take two weeks off instead of trying to do two weeks of work, in the month prior.

2. Letting Go of Perfection

Not every post needed to be Pulitzer-worthy. Not every email had to be long. The goal was consistency, not perfection. Showing up, even while I was offline, was enough.

3. Using Automations

I leaned on my email software (hi, Flodesk!), and my blog to do the heavy lifting. These systems are designed to work for you. Let them. I wrote extra in the weeks leading up to the trip, and scheduled all the content to be released while away. It worked perfectly.

4. Trusting the Process

This one’s hard, especially for control-loving entrepreneurs. But when you’ve done the work? You have to step back and trust it. That trust is what lets you actually enjoy the pasta and the cowbells and the long walks through cobblestone streets. As the years have gone by, I’ve gotten really good at this. I used to put business first. Worked around the clock. Looked at late nights as some kind of proof that I was doing the work. Never took a day off. Today, life looks a little different. A little slower. I don’t want to rush through life. I want to soak in these moments. I want to be present, and truly there in the moment. I can work hard in my business, but also have learned to close my laptop and simply enjoy my life.

5. Building for the Long Game

I’m not here to be viral. I’m here to be consistent. And when I focused on evergreen blog content and Pinterest strategy, it built a kind of momentum that doesn’t disappear the second I log off. And each year I get to continue building on to a business that is designed to last.

The Details That Made This Trip Special

Let’s talk about a few of the little things that made this trip so beautiful. Because sometimes it’s not the big moments, but the ones that sneak up on you and steal your heart:

• The ice cream shop in my old German hometown that still exists, right in the same spot on the same street. I took my kids there almost every day and instantly turned into my 8-year-old self again.
• Watching my kids play at the same park I played at as a child, while I sat on the same bench my mother did. That moment? I think I’ll carry it forever.
• The sound of cowbells echoing through the hills in Switzerland. Literal magic.
• Chocolate-filled croissants in Italy that were so good.
• Watching my kids play with kids from other counties and getting interested in learning German and Italian.
• My husband experiencing Europe for the first time with me. Seeing him meet my family, try my favorite childhood foods, and fall in love with the countryside I grew up in.

When I look back at that trip, it’s not just the mountains or the family gatherings or the chocolate croissants that make me smile—it’s the quiet confidence I had knowing I’d built something that could carry on while I rested.

One Last Thought

What if you turned off your phone, shut the laptop, and didn’t check in on your business for two full weeks?

Would it keep going? Would your content still show up? Would sales still come in? Would your people feel supported, even without you present?

If that question makes your stomach turn a little—you’re not alone. I’ve been there, too. That quiet fear that everything will fall apart if we stop showing up… it’s a common one for entrepreneurs. But it’s also a sign. A little nudge that maybe—just maybe—it’s time to build something more sustainable.

Something that gives you space to rest without guilt.
Something that runs while you’re at your kid’s soccer game or exploring a trail in the Alps.
Something that still serves and sells, even when you’re completely offline.

This doesn’t happen overnight, but it is possible. I know because I’ve built it, tweaked it, tested it, and watched it keep working while I stepped away.

You don’t have to flip your whole business model today. But what’s one thing, just one, that you could shift this month to move closer to that kind of freedom?

Maybe it’s turning your most popular post into a Pinterest pin.
Maybe it’s setting up a simple opt-in that grows your list on autopilot.
Maybe it’s carving out time to finally map out your evergreen content.

Start small. Start where you are. But whatever you do, start.

You deserve a business that runs without you… so you can fully live the life you started it for.

One of the most common questions I get when it comes to Pinterest ads: Where do I even start? You’ve probably heard that Pinterest can be a goldmine for passive traffic and sales (spoiler: it totally can be). But when you finally sit down to launch your first ad, it’s easy to get overwhelmed—there are different ad formats, audience types, budgets, pins, targeting strategies… it’s a lot.

Here’s the good news: it doesn’t have to be complicated.
But you do need to start with the right strategy—for where you are right now.

Because truthfully? The best first ad to run on Pinterest depends on whether you already have traffic coming in… or you’re starting from zero.

Let me explain…

Part One: If You Already Have Website Traffic (Even a Little)

If you’ve already got visitors landing on your site—maybe from your blog, SEO, Pinterest content, or even social media—then listen up, because this is where Pinterest ads can really shine.

💡 Start with a remarketing ad.
This is hands-down the best ad to run if you’ve got even a little bit of traffic already trickling in.

Why?
Because it’s targeting people who’ve already seen your brand. Maybe they clicked through to a product, added something to their cart, or read one of your blog posts. These people are already warmed up—and a well-placed Pinterest ad might be the nudge they need to finally hit “buy.”

Real Talk: What Remarketing Can Actually Do

Let me give you a quick example.
In one day, I spent $11 on a remarketing ad and made $470 in return. (Yep, I triple-checked.) That’s the beauty of this type of ad—it’s not trying to introduce you to new people, it’s gently reminding someone who’s already been in your world that your offer is still there. Still helpful. Still worth it.

And when your ad shows up while they’re planning, searching, and making decisions on Pinterest? Magic. And the best part? Since this ad only gets shown to those who have visited your site, it’s a much smaller audience size, which means you really don’t have to spend much.

How to Set Up Your First Remarketing Ad on Pinterest:

• Make sure you have the Pinterest tag installed on your website (this tracks who’s visiting).
• Choose one of your top-visited products, services, or blog posts as your landing page.
• Create 3–4 fresh pin designs that lead directly to that page.
• Use Pinterest’s ad manager to retarget visitors who have already interacted with that page or your site in the last 7–30 days.

It’s a strategy I use regularly and still get amazing returns from—because it works.

But here’s the thing…

Part Two: If You’re Starting From Zero

What if you’re just getting started?
What if no one’s visiting your website yet, and you don’t have enough traffic to retarget?

Friend, don’t worry. This is still a perfect time to start with Pinterest ads. You just need a slightly different strategy.

💡 Run a cold traffic ad to your best-selling product or service.

Why your best seller? Because it’s already been validated. Even if it’s just through a few sales here and there—you’ve proven that people want this thing. And that means it has the highest chance of converting when you get it in front of more of the right people.

Once you start generating traffic (and sales) you can turn on a second ad for remarketing.

Why Pinterest Is Great for Beginners

One reason I love recommending Pinterest ads to business owners is that Pinterest doesn’t require you to have a giant following, or a warmed-up audience. People are already searching for solutions, ideas, and offers. And if you can match your ad to what they’re looking for? You’re in.

Instead of trying to interrupt someone’s scroll like you do on Instagram, Pinterest lets you place your ad right where someone’s already looking for what you sell.

That means better alignment. More clicks. And more potential for sales—even if your audience is still small.

Recap: The Best First Pinterest Ad Depends on Where You Are

Let’s make it simple:

You Have Website Traffic	You’re Starting from Scratch
Start with: Remarketing ad to warm leads	Start with: Cold traffic ad to your best seller
Target: Past website visitors or engaged Pinterest users	Target: Interests, keywords, and search terms your audience is actively using
Goal: Boost conversions from people already familiar with you	Goal: Attract new traffic and make your first few sales

Both are powerful. But choosing the one that matches your business stage will give you the fastest path to results.

Want My Exact Strategy?

So many of my business friends were curious about how I was running Pinterest ads and getting strong ROI—even with a small ad spend—that I created a 90-min course that walks you through my entire setup.

🎯 The Pinterest Ad Strategy is short, sweet, and super actionable. In under 90 minutes, I show you:

• How I set up Pinterest ads from start to finish
• What kind of ad creatives I use
• How I track conversions
• And how to target the right people who are ready to buy from you.

It’s like looking over my shoulder as I set up a real campaign—with takeaways you can apply right away.

If you’ve ever wanted to start running Pinterest ads but didn’t know how to start smart, this is it. You can check it out right here.

Pinterest ads don’t have to feel overwhelming or intimidating. You just need the right starting point for where you are right now.

If you have traffic—remarketing ads are gold.
If you’re just beginning—run a cold ad to your best offer.
Either way, you’re giving your business a boost by putting your work in front of people who actually want what you have.

Last spring, we planted sixteen apple trees. They line the dirt road on our property now, barely taller than my littlest kids, their thin branches still reaching out with all the hope of something much bigger. It was a family affair—muddy hands, mismatched shovels, sun-warmed shoulders, and kids running barefoot between holes. My husband dug. I placed roots. The kids patted dirt like it was treasure. It was one of those core memories I hope I never forget.

They were just tiny twigs in the ground. But I saw what they could become.

As we planted, I caught myself daydreaming—of heavy branches filled with apples, of pies on fall mornings, of the first crisp bite into something we grew ourselves. I pictured my younger kids growing up alongside those trees, and then the far-off future: little grandkids racing each other down our dirt road, weaving between tree trunks that started as sticks but grew alongside generations.

But here’s the honest part: there’s also a quieter voice in me that wonders if I’ll ever get to see it.

Because seven years ago, I planted something else.

The Dreams That Don’t Always Stay

We bought our dream home on a little island. A house with the ocean in the distance. And on one of our wedding anniversaries, my husband got me two palm trees that we planted in the front yard.

My husband dug the holes, one on each side of where a hammock would hang. We knew we’d have to wait years before we could actually use it—before the roots would settle deep enough, before the trees would grow strong enough to hold our weight. But that was part of the dream. I still remember standing back, thinking about the salt air, the slow mornings, the stories we’d read to the kids under those trees. It felt so sure. So right.

But we had to leave that dream behind.

And I never did get to enjoy that hammock.

And I still think about those palm trees. It’s a soft ache—that reminder that not every seed we plant is one we get to harvest.

That not every dream plays out the way we hope.

But Still, We Plant

And yet, last spring, I knelt down in the dirt and planted again. Even with that uncertainty.

Because something in me still believes in planting.

And maybe you’re there, too. In business. In life. Planting seeds that you hope will grow—a new offering, a new idea, a new rhythm for your days. Maybe you’re holding both the hope and the fear. Maybe you’ve planted before and watched something beautiful bloom, only to have to let it go.

And still—here you are, planting again.

What Business Has Taught Me About Roots

I used to think success was fast. Loud. Certain.

But now I see it’s more like those apple trees. Slow. Quiet. Rooted in intention. It takes time.

I think back on my business and how many seasons I’ve been through. The big ideas. The pivots. The launches and the letdowns. There were moments I was sure something would flourish—and it didn’t. And there were other times I planted something almost casually, and it grew in ways I never imagined.

The truth is, you don’t always know what will take root.

But when you plant what matters most to you—when you build something aligned with your values, your joy, your gifts—you’re creating more than just a business.

Even if you don’t see it bloom right away.

That’s the success I want.

And that’s what I hope for you, too.

So plant the seeds. Even if you’re scared. Even if you’ve had to let go before. Even if you don’t know how it will all turn out.

Because some day, years from now, you just might find yourself walking a dirt road lined with trees—and realizing it was all worth it.

And if you don’t? If life shifts, if you pivot again?

At least you spent your days planting something that mattered.

And that, in itself, is a beautiful way to live.

There it is—that little notification that someone unsubscribed from your list. Maybe you just hit send on a heartfelt email that you poured your energy into. Maybe it was full of value, a personal story, or a reminder about something you’re truly excited to share. You check the stats and see… someone opted out.

Cue that twinge in your chest, the voice in your head that whispers, Was it too much? Was I too much?

Let’s hit pause on that thought spiral.

Because friend? I’m here to remind you: unsubscribes are not the enemy.

You’re Not Alone in This

Someone I was working with recently told me how frustrating it was to send an email and instantly see people leave her list. And I get it. That initial reaction is so real. It can feel personal.

But here’s the shift I want you to take with you:

An unsubscribe isn’t rejection—it’s refinement.

It’s someone saying, “This isn’t for me right now.” And guess what? That’s okay. Because when you’re running a values-driven business and building a list that reflects your heart, you don’t need everyone. You need the right people.

The Positives Of Someone Unsubscribing

Here’s what happens when someone unsubscribes from your email list:

• Your open rates go up because your audience is more engaged
• Your click rates improve
• Your deliverability score stays healthy
• And most importantly? You get to serve a list full of humans who are actually excited to hear from you

Doesn’t that sound like a dream?

Think about it: every unsubscribe is one step closer to a more engaged, more aligned audience. It’s like pruning a plant. You’re not hurting it—you’re helping it grow stronger, healthier, more beautiful.

The Bigger Picture

When we cling to numbers—followers, subscribers, views—we forget the point of it all: connection.

You’re not building a business to reach the most people. You’re building a business to reach the right people. The ones who light up when your email lands in their inbox. The ones who hit reply to say “thank you.” The ones who buy, refer, and stick around.

Those are your people. And the more you show up as you, the easier it will be for them to find you.

So let them go. Let the unsubscribes unsubscribe. Let the unfollows unfollow.

Because when you stop trying to be for everyone, you start deeply serving someone.

A Gentle Reframe for the Next Time You Hit Send

The next time you send a piece of content—whether it’s an email, a post, or a story—and someone unfollows or unsubscribes?

Try saying this to yourself:

“I’m not here to be liked by everyone. I’m here to serve the people who need what I have.”

You are building something real. Something meaningful. Something built on values, truth, and intention.

And that kind of business? It doesn’t need to convince everyone. It needs to speak to the right people—and speak to them well.

Growth vs. Playing It Safe

If you’re building an email list, you really only have two options:

You can avoid sending emails altogether and never risk someone hitting that unsubscribe button… or you can keep showing up. Keep writing. Keep pressing send and curating a list of humans who are actually excited to hear from you.

And after growing my own list to over 106,000 subscribers, I can tell you this: email marketing is one of the most powerful, personal, and long-lasting ways to connect with your audience.

Sure, I used to feel the sting every time someone unsubscribed. But these days? I know better. I’d rather serve a smaller group who opens, reads, and responds than a massive list of people who never engage.

Unsubscribes don’t scare me anymore. I’m here for the people who are here for this. And I hope you’ll start looking at your list that way, too.

For years, I’ve loved writing and blogging. It’s been my space to share, to teach, to document, and to serve. But something shifted for me recently—not in a dramatic, burn-it-all-down way, but more like a gentle tug. The kind of nudge you feel when something is ready to evolve. When something old wants to be made new again.

And that something? It was my blog.

But if I’m being honest, it wasn’t just about blogging. It was also about how I wanted to show up online—period. Somewhere along the way, posting to social media started to feel like yelling into a void. I’d spend time crafting content, only to have it vanish in 24 hours or get buried under a hundred other posts. The pace was exhausting. The pressure to stay visible? Even more so.

So I gave myself permission to slow down and reroute.

I shifted my energy toward spaces I owned—my blog and my newsletter. Spaces that weren’t controlled by algorithms. Spaces where my words wouldn’t expire in a matter of hours. Spaces where I could show up more intentionally, and connect with people who chose to be there.

Instead of chasing trends, I started chasing depth. Instead of hustling to keep up with the scroll, I started creating content that had a longer life—something that could serve someone today, next month, or even two years from now. That’s the magic of blogging and email: it lingers. It lasts. It lives.

And lately, I found myself wanting to reimagine the blog experience entirely.

Because if this was going to be the new heart of my business… it had to feel like me.

Conversational. Clear. Searchable. Intentional.

And so the idea came to me: What if my blog felt a little more like a podcast?

What If Blogging Didn’t Have to Feel So… Bloggy?

Have you ever felt like the way you’re supposed to show up online doesn’t really feel like you anymore?
Do you ever look at the content you used to create and think, “There’s still value here—but the way I’m doing it doesn’t quite fit the way I want to show up now”?

Maybe, like me, you’ve found yourself craving a slower pace. Something with a little more substance and a little less scrolling.

Here’s what I’ve realized: the way we consume content has changed. And instead of resisting that change, I’m leaning into it—by turning my blog into a podcast-style experience.

A Year Off Social Media Changed Everything

A few years back, I deleted every social app off my phone and didn’t post a single thing for an entire year. It felt crazy at the time. But what it gave me back was clarity.

I stopped creating content that disappeared in a flash and started focusing on what I call “legacy content”—the kind that lives, breathes, and brings value for years to come.

Blog posts. Evergreen resources. Newsletters.
Things that actually support my business long after I hit publish.

And it worked. I was getting more blog traffic than ever before. (Which, let’s be honest, made my analytics-loving heart do a little happy dance.) But even with that growth, something kept bugging me:
Why did it still feel… stale?

Not the writing—I still loved writing. Not the message—I still believed in everything I was sharing. But something about the format felt outdated.

Meanwhile, everywhere I turned, there were podcasts. And more importantly—there were conversations. Conversations that were messy, real, human, unfiltered. They weren’t trying to be perfect. They were just trying to connect.

And that’s when the lightbulb went off: What if I wrote blog posts the way people record podcasts?

Blogging, But Make It Human Again

Here’s what I realized: blogging didn’t need to be stuffy or formal or keyword-stuffed to be valuable.

It could be casual. Conversational. Easy to search. Fun to read.

I’ve always written the way I talk. I just needed to give myself permission to stop trying to fit into an outdated format. So I started asking myself: If this were a podcast, how would I say this? How would I want it to look on my blog?

And then—I just created that.

How to Blog Like a Podcast (Here’s What I’m Doing)

1. Ditch the Perfection, Embrace the Voice

Forget the “perfect format” or “ideal structure.” Instead, write like you’re chatting with a friend over coffee. Say it the way you would say it.

2. Start with a Moment, Not a Lesson

Lead with a real-life moment—something you saw, felt, noticed. That’s what pulls people in. The lesson can come later.

3. Ask Reflective Questions

Podcasts are engaging because they ask questions that make you think. Add a few in your posts to help your readers pause, reflect, and connect.

4. Make It Easy to Navigate

Use bold headers, short paragraphs, and clear takeaways. Just like podcasts have timestamps, your readers should be able to skim and still get value.

5. Let Your Content Live Longer

Don’t just write something and forget it. Repurpose it. Re-share it. Let it become part of your long-term strategy. (That’s the beauty of blogging—it has a long shelf life.)

Styling My Blog Like a Podcast (And Why It’s So Much Fun)

Once I decided I wanted my blog to feel more like a podcast—I knew I needed to rethink how it was laid out, too.

So I got practical. I started styling my blog in a way that mirrors how podcast libraries are organized:
Easy to navigate. Easy to search. Easy to come back to.

Every post now has a clear title, a subtitle that gives you the vibe, and a unique number. Yep—I’m numbering my articles like podcast episodes. That way, I can refer to “Post #114” or “Post #127” in my emails or on my site, and readers can find it instantly. It’s such a small change, but it’s made such a big difference in how connected and organized everything feels.

I also made sure the design is simple and clean—no distractions, no popups flying at you, no clutter. Just the content front and center, like it would be if you were hitting play on a new episode.

And I have to say… it’s been fun. Like, really fun. For someone who’s always loved showing up and sharing what works, this hybrid blog/podcast format feels like the perfect home. It brings together the heart of storytelling, the ease of conversation, and the clarity of structure all in one place.

No mic, no editing software, no worrying if my kids are yelling in the background—just words. Written with intention. Created to last.

Making It Even More Accessible with Audio

And because I’m always thinking about how to make this space feel even more welcoming and accessible, I’ve been dreaming up the next layer: Adding audio.

While I don’t see myself launching a traditional podcast ever (I’m still very much a write-over-talk kind of girl), I do love the idea of offering an audio version of each post. Something simple—so that anyone who prefers to listen instead of scroll can still tune in.

Because let’s be honest… sometimes we’re cooking dinner, out on a walk, or folding laundry and reading just isn’t in the cards. I totally get that. And if my words can meet someone in that in-between space of everyday life? Even better.

I haven’t rolled it out yet, but I’m exploring ways to weave it in—without overcomplicating things.

Because at the end of the day, this whole hybrid blog/podcast thing isn’t about being flashy or trendy.

It’s about connection.
It’s about showing up.
It’s about honoring how people consume content now—and offering it in a way that feels light, accessible, and real.

If you’ve been craving a new way to create that doesn’t involve shouting into the void of social media…
If you’ve been dreaming of building something slower, more intentional, more lasting…
If you want your content to live a little longer, serve a little deeper, and reach people right where they are…

This might be the sign you’ve been waiting for.

Try blogging like a podcast.
Write the way you speak.
Connect without the noise.

And most of all—let it be fun again.

Because when you build a space that truly feels like you, people don’t just visit.

They stay.

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.