When it comes to the world of marketing and advertising, we’re lucky to live in a time where we don’t just have to depend on word of mouth. We can use modern tools like social media to reach thousands of people from around the world. All with just a click of a button.

If you run a business, you probably spend a great deal of time coming up with content to share and know the struggle of content creation. Sometimes it can be hard to know what to say to place yourself as an expert in your industry, so potential clients and customers are eager to hire and buy from you.

So let me let you in on a little secret…

When it comes to social media, it’s not about constantly selling and promoting what you have to offer.

Instead, it’s a place to build a connection.

A place where people get to know you more, learn from you, see what you do and what you have to offer. It’s so much more than a platform to sell. When you start using it as a tool to connect, you’ll see the sales and booking begin to come naturally.

You might wonder why that is…

When you can build a personal connection and create trust, you no longer have to “sell” yourself to potential clients and customers in order to grow your business. Instead, you can use tools like social media to connect with the right people. By having an open conversation, they will naturally learn more about what you do.

The best thing you can do for your business is offer value to those who need it the most. The truth is, I’ve never liked the idea of ‘selling’ to clients and customers. Instead, I love to see it as me educating them about a problem I can help solve and showing them how to do that. 

Here’s a quick example.

Wordsmith is a membership of professionally written social media captions for entrepreneurs. Entrepreneurs can sign up for free and get the first month’s worth of captions for free to see if it’s the right fit. If they choose to stay, they automatically get new captions, delivered every single month.

THE PROBLEMS IT SOLVES:

• It helps entrepreneurs save time because they get professionally written captions every month and no longer need to write them.
• They instantly get a social media strategy built into the captions. Which will help them connect to more customers and clients.
• By using the captions, they can finally show up on social media the way they have always wanted to. 
• They can quickly customize these captions to who they are and what their business is about.

Our software helps photographers and entrepreneurs with clients manage all aspects of their business. And our beautiful presets help others edit their photos. These presets help create their dream style with just a click of a button. 

For me, it’s never about selling, it’s about offering a solution.  

If you haven’t already, take time to think about the problems your business solves for others. How you can change the conversation from selling to having the perfect solution to someone’s problem. When it comes to getting more sales, more clients, or more customers, it comes down to building more connections with people. People who need exactly what you have to offer.

That leads to more traffic to your business.

Which is what we all want, right?

The #1 traffic referrer for my business is direct traffic. And there’s not a great deal someone can do to alter those numbers. The second leading referrer has always been social media. With over six figures made directly from clients and customers finding me via social media alone, it plays a vital role in my business marketing strategy. Lucky for us, the amount of traffic we get from social media IS something we can alter significantly with the right strategy.

Using social media to book more clients, get more customers, or sell more products is 100% possible. But you have to build your foundation on connection instead of selling. A great way to do exactly that is by using the 5-point strategy, which covers not just promoting your business but other important topics you can use to connect with ideal customers and clients. I’ve used this exact strategy for years, and it’s worked incredibly well. 

Download some free captions to try

If you’re ready for more, I recently created a guide going over my entire Social Media Marketing Strategy. I even included some of the social media captions from our Curated Captions membership. You can jump right in and see for yourself how easy it is to use the power of social media to scale your business!

You can download the complete guide for free HERE. 

It’s loaded with helpful tips and tricks, and absolutely perfect for anyone who’s ready to start using a social media strategy that will actually help them grow their business.

An open community that’s built around your brand is the hub for ALL, and I hope that more business owners realize just how powerful communities can be. Maybe by the time you’re done reading this, you’ll be inspired to start your own community too. Here’s how to grow your community online.

If you have a business, you might be wondering how to start, and I’m excited to share some of my favorite tips on doing exactly that. This way, just like me, you’ll have amazing people who are delighted to be part of what you’re doing.

I’m talking about loyal people who value what you do, are excited about the things you are working on, and are the first in line to sign up or purchase your service or product. You are there for them, and they are there for you. I believe all business owners deserve to have that because let me tell you; it makes the world of working for yourself a whole lot more fun!

Ready? Let’s dive in!

DEFINING COMMUNITY 

Let’s define community first; a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.

I have this sense of community woven into my business. On my website, social media, the newsletter, you can find it everywhere. Truth be told, I actually love the fact that I have a business that’s not all about ‘me’. It’s about the resources I share to help others. Creating a community feel around my business has always come very natural, because I personally want to include others in what I do. Over the years, I’ve used social media to connect to people, but quickly realized that the conversation can sometimes feel a little one sided.

The whole concept of speaking at people, rather than with people. If you have a business, with social media you probably know exactly what I’m talking about.

• Newsletter, YOUR sending an email to others.
• Instagram, YOU post your photo and captions.
• Facebook page, YOU post your status. 

SOCIAL MEDIA ACCOUNTS VS COMMUNITY PAGES

Now, don’t get me wrong. ALL these are forms of communities and a chance to connect with people, and that’s what makes them great. They are platforms built for you to share what you are most passionate about.

BUT…if we’re all being honest, it often feels like we’re standing on a stage speaking AT people rather than WITH people.

When I think of the word community, I think of like-minded people being together. Chatting about the things we care about and sharing things we love. It’s a busy, welcoming place to be and feels like our favorite place to hang out with people who simply get it because we have things in common.

For the sake of keeping things focused, I want to teach you how to build a community. A place for your ideal customers/clients to hang out and spend time. Where you can share the things you’re passionate about with people who care and connect with them on a personal level. Where you can have open conversations with people rather than being the sole speaker.

The perfect place for this is in a Facebook Group.

Maybe you’ve thought about starting one. Perhaps you already have one but are struggling to get it to grow with the right people. If that’s the case, I’m excited you’re here because I’m about to tell you everything you need to know to build your very own Facebook group community.

You’re probably wondering; How the heck do you build an online community around what you do, and have it grow into a space for you, your business, and those who will become some of your loyalist supporters?

I’m here to tell you, and it’s actually a lot easier than you might think!

FIND YOUR FOCUS

The first thing you need to do is figure out the focus of your group. If you have a business or a passion, you probably already know what you’d like the focus on. Ideally, you want to create a space where you can connect with people who care about what you do, the service you offer, or the products you sell.

What kind of community do you envision?
If you had to choose three topics as the focus, what would they be?
How will the focus benefit those in the group? How will it benefit you and your business?

CREATE GUIDELINES

For a moment, I want you to imagine that you had 10,000 members in your group. What kind of guidelines would you want in place? This will be your group, and you’ll be in charge of making sure that this space is the kind of space people want to spend time. Think about the groups you’re currently in. What kind of posts do you enjoy, and which ones make you want to leave?

Some of my guidelines are (and you’re totally welcome to copy paste these for your own group guidelines!)

GUIDELINE EXAMPLES

• This group will be a positive space to learn, grow, and share. Please refrain from venting, bashing, complaining. All negative posts or comments will be removed immediately.
• Always be respectful and helpful. I will personally help educate, others are welcome to give tips and advice. Please be sure to remain encouraging to others so they, too, can learn and grow.

WHY GUIDELINES MATTER

You probably noticed, but it’s VERY important for me to build a community that is a welcoming space for everyone. I want people to be able to learn, grow, and share what they love. I’m proud to say I get raves about it being exactly that all the time, and I couldn’t be prouder.

When someone joins the group and is quick to judge, bash, or be negative towards other members, they quickly end up leaving because they learn that my group isn’t the space for that. Even with a group with over 16,000 members, this happens maybe once a year…if that. I’m telling ya…it’s a whole lot of sweet people in my group.

Think about guidelines/rules as a way to ensure that the people in your group will remain happy there in the long run. Focus on what guidelines you feel are most important, and you’ll see how over time, those core values of a group just become stronger and stronger.

CONTENT STRATEGY

You’re going to want to come up with a game plan for content because let me tell you, being a group, where no one is active is not very much fun. The more active your group is, the faster it will grow. People enjoy spending time with other like-minded creatives, and a community group is a perfect place for that.

The best advice I have for your group is to come up with your content posts ahead of time. Post them in the group, even when there aren’t a lot of people. It might feel funny at first with a smaller group, but I promise, if you continue posting, others will as well.

Make a list of 7 types of posts, then use this as your weekly guide.
This could look something like

EXAMPLE

• MONDAY – Weekly Goals: Share what you’re working on.
• TUESDAY – Introductions: Tell us about what you do.
• WEDNESDAY – Share: Post some of your work.
• THURSDAY – Help post: Post about something you need help with.
• FRIDAY – Follow Friday: Post your social media account. Fun way to connect with everyone in the group.
• SATURDAY – Helpful Tip: Give your group a helpful tip.
• SUNDAY – Promotion Sunday: Promote one of your products or services.

Of course, you can alter these to match your services and products and create an environment for your community to engage and connect with topics that align with what you and your business are all about.

INVITE MEMBERS

Once you’ve started a group, you’ll need to start telling people about it. You can post about your group and invite people using your current social accounts or newsletters. Since groups have a much higher organic reach, they work better than Facebook pages and Instagram pages so it’s not a bad idea to try and get your followers/customers/clients into your group.

ENGAGEMENT

Now, this is often the tricky part of groups. Getting the engagement up. The truth is this; you’re group MIGHT be slow to start, and that’s ok. Consider it more like a very private hang out for your favorite people. I promise if you stick with it, it will grow, and engagement will go up as well. In no time, you’ll have a group filled with people who love what you have to offer.

ADJUST YOUR FOCUS

Now, as time goes by, don’t be afraid to revisit your focus. It’s normal and perfectly ok for you, your business, your vision, and your group to adjust as time passes by. Take notice of what people are posting in the group. What are the hot topics, and how have you been able to help those in your community the most? Try to incorporate these into your focus moving forward.

GROW YOUR COMMUNITY

Continue to grow your group and make sure to invite those that find you elsewhere to join you there. When it comes to social media, I put the most effort into growing my Facebook group. Even though it has fewer people than my Instagram and Facebook, it outperforms organic reach by a long shot. 

MAKE SURE TO GROW YOUR LIST

The backbone of my business marketing all comes down to my email list. Of course, I love my Facebook group, and social media pages, but since it’s not something I can control (Dear Mark could literally change the rules on all of us tomorrow), I always make sure to maximize the way I grow my email list. An easy way to do this is to include a freebie in the questions they have to answer so you can welcome your new members with a nice freebie, while at the same time growing your email list as your community grows!

BUILD YOUR COMMUNITY TODAY

So if you’re ready to start building your community with people who genuinely care about what you do, then start your community group today! You’ll be so happy that you did. Interested in learning more about Facebook group?

We’re driving aimlessly, no real destination in mind, just soaking in the silence and the hum of the tires on the pavement. It’s one of those rare in-between moments where the day slows down just enough for us to talk.

These are my favorite drives.

With the noise of the day behind us and the little voices quiet for a while, we finally have space to catch up. No interruptions. No dishes in the sink or emails pinging. Just him and me, and the winding roads stretching out in front of us, and a conversation that feels like we’re finally picking up a thread we’ve been dropping all week.

We talk about the usual stuff, our day, the kids, what we forgot at the store, whether we’re ever going to catch up on laundry. But we also talk about work. The good, the frustrating, the what-ifs. And more and more lately, we’ve been talking about Billi. Our latest project. Our maybe-it’s-something-big idea.

Sometimes we’re brainstorming features. Other times we’re venting about the growing pains of starting something new. But more often than not, we’re just solving problems out loud, one at a time. In that quiet car, with the world on pause, we do some of our best thinking.

The Truth About Being an Entrepreneur

Have you ever scrolled through Instagram and felt like everyone else has this whole business thing figured out?

Like their launches always go perfectly, their ads convert on the first try, and somehow their to-do list is magically completed by 3 p.m.? Same.

But lately, in those conversations, we’ve been talking about what it really means to be an entrepreneur. And I’ll be honest: it’s not all perfectly filtered highlight reels.

So here’s the question I want to ask you:

• What if the real work of being an entrepreneur isn’t creating the perfect product—but solving all the tiny problems that stand in the way of it?
• What if it’s not that others have it easier, but that they’ve just gotten better at pushing through?
• And what if 70% of the job isn’t celebrating the win—but figuring out how to get there in the first place?

If you’re building something, dreaming big, or just trying to stay in the game, you’re in the right place.

Our Current Startup Season

Right now, we’re in that golden hour of startup life with a brand new idea, when you’re full of optimism and haven’t yet hit the walls you know are coming. We’re building Billi with fresh eyes, but we’re also not new here. Between past launches, failed features, and hard-won lessons, we’re bringing a notebook full of “what not to do.” We have built multiple companies together, and have learned so much from each one.

And that’s a gift.

Because now, when a roadblock pops up, it doesn’t send me into a spiral. It just sends me into problem-solving mode.

In fact, most days as an entrepreneur, I feel like I’m wearing a detective’s hat:

• “Why isn’t this converting?”
• “Why did traffic dip?”
• “Why aren’t people finishing this workflow?”
• “What’s making this experience feel clunky?”

And then comes the real work. Testing, tweaking, adjusting, observing. Rinse and repeat.

It’s not glamorous. No one claps for it. But it’s everything.

What I Finally Realized

I used to think I wasn’t doing it right.

That if I was a better marketer or strategist or CEO, I wouldn’t run into so many issues.

But now I know the truth.

Being an entrepreneur means solving problems. Over and over again.

The better you get at it, the less emotional it feels.

You stop seeing every hiccup as a failure and start seeing it as a puzzle. A challenge. A chance to make something even better.

And honestly? I think that’s the superpower we don’t talk about enough.

Yes, you need vision and creativity and a splash of bravery. But what separates a business that lasts from one that fizzles is this:

Can you stay curious long enough to solve the next problem?

5 Things That Help Me Keep Going

Here’s what I remind myself of every time I’m knee-deep in a problem I didn’t see coming. If you’re in the trenches too, I hope these help:

1. Zoom Out Before You Zoom In

When something breaks (or isn’t working the way I hoped), my first instinct is to dive into fixing it. But I’ve learned to pause and step back. What am I actually trying to accomplish? Sometimes the issue I think is the problem is just a symptom of something else.

2. Track What You Try

I keep a simple doc open where I write down what I tested, what changed, and what I noticed. It sounds basic, but this habit has saved me from repeating the same mistake five times in a row.

3. Solve the Right Problem

This one took me years to learn. If something isn’t working, don’t just fix the surface-level thing. Ask yourself: “What is this really about?” Is it the offer? The messaging? The funnel? The pricing? You have to be brave enough to dig into the real root.

4. Let It Be Messy

Every time I feel stuck, I remind myself that most wins are built on a pile of “almosts,” “not yets,” and “try agains.” It’s okay to feel like you’re fumbling through. That’s not a sign of failure. That’s the middle.

5. Celebrate Tiny Fixes

You don’t need to wait for a six-figure launch or a viral moment to celebrate. Did you make your onboarding easier? Clarify your homepage? Fix a checkout bug? That’s worth a cheer. Those tiny tweaks add up to big results.

The Work You Don’t See

Those long conversations with my husband? It’s precious. But it’s also a reminder that even in the quiet moments, we’re still thinking, dreaming, adjusting, refining.

Not because we’re obsessed with being productive…

But because we care.

We care about what we’re building. We care about who we’re building it for. And we care enough to solve the problems standing in our way.

So yes, you’ll see me post about the wins. I’ll celebrate the milestones and launch days and exciting announcements.

But behind every single one of those?

There were 100 little problems I had to work through to make it happen.

And I want you to know, that’s not a sign you’re doing it wrong.

That’s a sign you’re doing the work.

What’s the Problem You’re Solving Right Now?

If you’re building something, anything, I’d love to know:
What’s the problem you’re solving right now in your business?

And if you’re curious about how we’re building Billi, or want to join us behind-the-scenes as we grow come take a look at hellobilli.com

We’re Building Billi Together

Here’s what I want you to know: we didn’t build Billi just for us. We built it for you. For the business owner trying to do it all, for the one who’s juggling invoices, clients, tasks, and late-night ideas. We built it for the dreamers, the doers, and everyone in between who just needs a tool that finally fits.

Billi is free to use. We don’t charge a monthly fee or lock features behind a paywall. Instead, we take a 1% fee from the money you actually make through Billi. Because if you’re not getting paid, we don’t believe you should be paying us. It’s our way of growing with you, from the very first sale to the big, exciting milestones.

And the best part? You’re not just a user. You’re part of this. We want your feedback, your ideas, your voice. We’re building this together. The tools, the updates, the way it works, it’s all shaped by real business owners who are in it, just like you.

So I’ll keep sharing the real story here. The wins and the messy middles. The parts that go right and the parts we have to build better. Because that’s the heart of entrepreneurship: showing up, solving the next problem, and not doing it alone.

If you’re curious about how we’re building Billi or ready to start using it in your business, come take a look: hellobilli.com. We’d love to have you as part of the Billi team.

What happens when the dream you built crumbles overnight? This is the first time I’m sharing the story of the hardest chapter in both my business and my life. The moment everything I had worked so hard for slipped through my fingers. I’m telling it now because I wish someone had told me back then that it wouldn’t end there. That even in the silence and the loss, something new was being born. If you’re in that place, holding pieces of what used to be, I hope you take a moment to read this.

We hear countless stories about rising from failure to achieve something beautiful. But what we don’t hear enough about is what happens when failure comes after success. When you climb the mountain, feel the wind in your hair, and think, This is it. I made it.

And then, everything falls apart.

This letter is for the version of me that walked through that exact season. The woman who once felt unstoppable and then, for a while, couldn’t see how she’d move forward at all.

My twenties were full of firsts and milestones. I was never the best in school, but the moment I discovered entrepreneurship, something clicked. For the first time in my life, I felt the freedom to build something that reflected who I was. I didn’t follow a roadmap; I built one.

And it worked. I built a business that gave us more than just stability, it gave us a life we loved.

We went from living paycheck to paycheck and biking my daughter to school because we didn’t have a second car, to both my husband and I working from home full time, doing work we loved. That season was rich with joy, confidence, and creativity. I found a version of myself I had only dreamed about as a girl. I had found success.

And then I lost it.

Not slowly. Not gently. But in the kind of way that feels like a violent wind ripping your roots from the ground. My business failed. Not because I gave up or made poor choices, or wasn’t working hard enough, but because sometimes, no matter how much you fight for something, it’s just not in your control.

In my case, my digital products that I had spent so much time and energy creating were stolen and leaked on the internet, and my sales went from making half a million in a year to almost no sales at all.

I had just had my third baby. Emotions were high, hormones were everywhere, and I was likely dealing with postpartum depression I didn’t know how to name. What had once been a life I loved felt foreign. We had to sell out home in Maui. We had to leave Maui. Everything felt so uncertain. For eight months, we drove around the country as a family, wandering from place to place, searching for something that would feel like home. Looking back, I also remember feeling a huge sense of being lost and really not knowing where to be or what to do. Hitting the road full time was a way for me to just be, without needing to really make any big decisions.

There were beautiful moments in that season, adventures, laughter, sunrises in new cities, and starry nights in some of the most breathtaking national parks. So many days spent in places where no one knew where I was. No one expecting anything from me. No inbox. No pressure. Just space.

I remember standing alone in the vast canyons of Big Bend National Park in Texas, surrounded by silence so big, you could hear your own heart beating. A quiet unraveling. A shedding of everything I had been holding onto. For a moment, it felt like I was the only person in the world. And strangely, that aloneness didn’t feel lonely. I had my husband. I had my kids. And in that stripped-down version of life, that was enough.

I didn’t need to be anyone other than who I was in that very moment. It was a kind of presence I had never felt before. A silence I’ll never forget.

But underneath it, there was this deep ache. A quiet fear that whispered: Maybe that was it. Maybe your moment already passed.

We eventually landed in Bokeelia, a tiny island off Florida after covid started and halted our travels. We sold our RV, bought a little house and settled in. During this time I took up biking, mostly as a form of therapy.

I would ride to the end of the island, past this little white cottage near the water. There was a small dock, and I would sit there, letting myself just feel. The waves knew my grief. The sky held my silence. Rain or shine, I kept showing up.

Sometimes I cried. Other times I rode like I could out-bike the sadness. But slowly, those moments became sacred. I started to believe that maybe, just maybe, this wasn’t the end. That the loss, the heartbreak, the confusion, it could all become part of a bigger story. And even today I remember those days so clearly because I kept thinking that maybe I would be lucky to look back on this hard chapter from a different place.

I started working again. I created slowly, quietly, with less certainty but more depth. I let that little dock become a sanctuary. Not a place where dreams ended, but one where new ones were born.

If you’ve ever lived in Florida, you know how quickly the weather turns. One minute it’s sunny, the next you’re in a downpour. Some days it felt like the rain matched my own heartache. Other days it reminded me that not everything is in our control. And that’s okay.

If you’re reading this and you’re in the in-between. After the high, before the next chapter, want you to hear this: Failure after success doesn’t mean your best days are behind you.

It doesn’t mean you were wrong to believe in yourself.

It just means you’re human.

You are allowed to change. To grieve. To question it all. But don’t let the fear convince you that this is where it ends. If you did it once, you can do it again.

And this time, you’ll build something even better because you have so much more experience.

Today, years later, my life looks completely different. My business has changed. I have changed. But that chapter, the one with the dock, the rain, and the silence, will always live inside me.

It taught me not to let success define me. And just as importantly, not to let failure define me either.

If you’re sitting in your own quiet moment, wondering if the best is behind you, let this be the reminder you didn’t know you needed: Your story isn’t over. Not even close.

I know it’s hard to see it now. When you’re in the thick of it. When the light feels so far away, and all you can hear is the echo of what once was.

There is still so much waiting for you. Things you can’t yet see. People you haven’t met. Versions of yourself you haven’t discovered. Joy that will find you in the most unexpected places.

I wish someone, anyone, would’ve looked me in the eyes back then and said: Your best days are still ahead.

That the dream wasn’t gone. That the spark would come back. That even though everything felt broken, something beautiful was still being built underneath it all.

So I’m saying it to you now.

Things will get better.
You will find your way.
And the best moments of your life are still ahead.

Even if you can’t see it yet.

But you have to keep going.
And you have to keep holding onto hope.

You’re not done.
Not even close.

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.

Content Prompt: Can I be real with you? My clients usually come to me feeling totally [common pain point]. It’s like they’re stuck in quicksand, spinning their wheels, and getting nowhere fast. But here’s the thing: after working together and [your service], they’re [specific transformation or benefit]. They’re not just surviving—they’re thriving. If you’re over feeling stuck, let’s flip the script together!

Copywriting Formula: AIDA (Attention, Interest, Desire, Action)

We’re using the AIDA copywriting formula this week, which stands for:

• Attention: Start with empathy and a clear acknowledgment of your audience’s frustration
• Interest: Share how your service or offer helps solve the problem
• Desire: Highlight the real-life benefits or transformation they can expect
• Action: Invite them to take the next step

This is a powerful formula for storytelling with structure. It lets your audience feel seen, shows them the way forward, and gently moves them toward saying yes.

Why It Works:

Let’s face it: people aren’t just looking for information—they’re looking for relief.

They’re looking for someone who gets it. Someone who can take that tangled ball of frustration and give them a clear thread to follow.

That’s why AIDA works so well—it mirrors the emotional journey your audience is already on.

• Attention: It starts by acknowledging where they are. If you can name the feeling they haven’t even put words to yet, they’ll feel seen—and that’s when trust begins.
• Interest: Next, you introduce your service not as the hero, but as the guide. You aren’t swooping in to fix everything; you’re showing them there’s a path forward, and you’re walking it with them.
• Desire: This is where you show the transformation. Help them picture what life or business could feel like after working with you. Be specific. Be real. This part turns curiosity into hope.
• Action: Finally, you lead them gently to the next step. Whether it’s booking a call, downloading a guide, or hitting reply—make it feel doable, supportive, and clear.

This isn’t about being pushy. It’s about guiding. It’s about creating content that doesn’t just speak at your audience but speaks with them—and invites them into something better.

When done well, the AIDA formula helps you tell a story that meets your audience right where they are—and lovingly calls them forward.

Wordsmith Instructions:

Use this week’s content prompt inside Wordsmith to craft an email, blog post, or social caption. Share a transformation story—one your clients experience often. Begin with the pain point, then move through the interest, desire, and action layers naturally.

New to Wordsmith? It’s a content creation tool built to help you sound like you and create content that actually connects. Drop in your details and weekly content prompt, and watch it build strategic, on-brand posts in seconds. Get started with your free trial by clicking here!

How to Use This Prompt:

• Start with a pain point your audience deeply relates to
• Introduce your service or offer as a way out
• Show the transformation and how it changed your client’s life or business
• End with a simple, encouraging CTA

Example Post Using This Prompt:

Can I be honest with you?

Most of the people who work with me are exhausted. They’re running a business they love, but content creation? It’s the part that always feels heavy. They’re stuck in the loop of second-guessing, overthinking, and trying to write from scratch every time.

It’s like quicksand. The harder they try, the more drained they feel.

But here’s the thing: when we start working together, everything shifts.

They stop writing from a place of pressure and start sharing from a place of clarity. They stop feeling like they’re behind and start showing up consistently. Their content stops sounding generic and starts sounding like them.

It’s not just about words on a page. It’s about confidence, ease, and finally having a plan that works.

If you’re ready to stop spinning your wheels and start thriving, this is your sign.

Let’s flip the script together. Your next content prompt is waiting.

Information Needed About Your Business:

To use this prompt well, take a few minutes to reflect:

• What’s a common frustration your audience has when they find you?
• How do they describe how they feel?
• What transformation or shift do they experience after working with you?
• What does their life or business look like on the other side?

Answer these, and this content prompt will help you write a post that resonates, inspires, and drives real connection.

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.