Craft & Commerce Recap 2026: The Power of Showing Up

The Experimental Strategy Behind a Second Weekly Episode

We're experimenting - we'd love to hear your thoughts in our IG DMs! https://www.instagram.com/joandlyndon/ [https://www.instagram.com/joandlyndon/] In this solo episode, Lyndon breaks down an experimental strategy shift sparked by a comment at Craft and Commerce. You'll learn why we're trying to lean into unpolished, solo episodes as a way to get clients to like you as coaches and trust our frameworks. Inside this episode, we cover: * The "Voice Note" Approach: We are dropping the polish and launching a raw, 5-25 minute second weekly episode. This allows us to casually share real-time frameworks and demonstrate how we think about strategy. * The Social Media Trust Deficit: Trust is getting harder to build on social media as platforms shift away from social connection and toward entertainment algorithms. Podcasts are becoming the premier place where people actually learn and apply business concepts. * The Danger of Only Doing Interviews: We learned a harsh truth at Craft and Commerce: you should be doing more solo episodes if you want to drive clients from your podcast. Interviews give airtime to someone else's thought process, which is valuable, but it isn't always the best way to market your own coaching services. * The 3 Phases of Podcast Evolution: We transitioned from broad topical interviews to specific story breakdowns. Now, we focus on granular 'how-to' episodes that solve distinct problems for creative service providers, which drives the most meaningful conversations. * Effortless Repurposing: We want to create long-form content that establishes our expertise. Creating once in long-form makes it significantly easier to chunk that content down into smaller clips or carousels. Connect with Us: * 1:1 Coaching: Ready to step out of isolation and scale your business? Apply for 1:1 coaching here: https://www.joandlyndon.com/coaching [https://www.joandlyndon.com/coaching] * The Breakroom: Find your people. Join our community of creative entrepreneurs: Step into The Breakroom: https://www.joandlyndon.com/the-breakroom [https://www.joandlyndon.com/the-breakroom] * Instagram: Come say hi and send us a DM! https://www.instagram.com/joandlyndon/ [https://www.instagram.com/joandlyndon/], & https://www.instagram.com/thesustainablecreator/ [https://www.instagram.com/thesustainablecreator/] * Interview Us: We love talking about pivoting, working with a partner, and building community. DM us on IG to connect!

How to Make Your Business "Launch Optional" w/ Samantha Hoilett

"Are you speaking to their problems? Are you speaking to their desires? Are you speaking to their questions that they may have about your offer? And are you talking about the actual offer?" If you are a creative entrepreneur struggling with inconsistent revenue and feeling completely isolated in your sales process, the missing piece in your messaging is likely a lack of urgency. So many business owners fear sounding pushy, so they fall into the "nurture trap", endlessly educating & entertaining their audience with tips and tricks without ever actually inviting them to make a buying decision. In this episode, we sit down with Samantha Hoilett, a sales messaging strategist, copywriter, and ethical urgency expert. Samantha successfully built her business to six figures by almost entirely selling "always-on" offers without high-pressure tactics. Today, she reveals how to make your business completely "launch optional" by tapping into internal urgency, allowing you to bring in clients exactly when you want to. Inside this episode, we cover: * 02:16 - Internal vs. External Urgency: Discover the massive difference between pushing fake countdown timers onto your clients and authentically speaking to their desires and future six-month identity. * 11:23 - The Instant Appeal Framework: Learn how to structure your messaging so your service is "Different, Desirable, and Doable," making leads feel like they can start today. * 16:55 - The Nurture Trap: Find out why handing someone an educational textbook won't get them fired up, and how to officially cross the line from nurturing into actively selling. * 20:48 - The 30-Minute Copy Fix: Learn how to take the bottom third of your standard content or emails and instantly transform it into a direct, high-converting pitch for your offer. * 25:53 - Selling Evergreen Offers: Understand why you should avoid discounting always-available services, and how to leverage psychological "start lines" instead of deadlines to drive immediate action. Connect with Samantha Hoilett: * Instagram: https://www.instagram.com/samanthahoilett.writes/ [https://www.instagram.com/samanthahoilett.writes/] * Email List: Join the "Sell Out Loud" list for weekly insights on copy and messaging: https://boldmessaging.myflodesk.com/s9vnl5qzcf [https://boldmessaging.myflodesk.com/s9vnl5qzcf] * Book Mention: Never Split the Difference Connect with Us: * 1:1 Coaching: Ready to step out of isolation and scale your business? Apply for 1:1 coaching here: https://www.joandlyndon.com/coaching [https://www.joandlyndon.com/coaching] * The Breakroom: Find your people. Join our community of creative entrepreneurs: Step into The Breakroom: https://www.joandlyndon.com/the-breakroom [https://www.joandlyndon.com/the-breakroom] * Instagram: Come say hi and send us a DM! https://www.instagram.com/joandlyndon/ [https://www.instagram.com/joandlyndon/] & https://www.instagram.com/thesustainablecreator/ [https://www.instagram.com/thesustainablecreator/] * Interview Us: We love talking about pivoting, working with a partner, and building community. DM us on IG to connect!

Craft & Commerce Recap 2026: The Power of Showing Up

Building a creative business can be incredibly isolating, but the antidote isn't hiding behind your screen; it's getting into the right rooms. Too many creative entrepreneurs struggle with inconsistent revenue and a lack of community because they rely on cold, transactional corporate networking tactics that only drain their energy. It is easy to feel stuck when you're aggressively knocking on doors instead of having them opened for you from the inside. In this special solo duo episode, we are pulling back the curtain on our 72-hour experience at Kit's Craft and Commerce conference. We break down the absolute best lessons we learned, from Ellen Yin's game-changing podcast pitching framework to Kit's powerful new "Signals" feature for uncovering high-value leads. Inside this episode, we cover: * Non-Transactional Networking: How to abandon the draining, corporate ladder-climbing approach to conferences and foster genuine, supportive relationships instead. * The Power of Coffee Chats: Why removing the sales agenda and prioritizing human connection on calls is an incredible, indirect sales funnel for organic growth. * Kit's New "Signals" Feature: How to uncover the hidden demographic and psychographic data of your email subscribers to easily identify warm leads. https://kit.com/features/signals [https://kit.com/features/signals] * The Perfect Podcast Pitch: Why no one cares about your media kit and the exact framework Ellen Yin uses to secure immediate "yes" replies. https://www.cubicletoceo.co/shop [https://www.cubicletoceo.co/shop] * The "No Strategy" Strategy: Why leaving room for spontaneity at live events can lead to the most powerful and unexpected business connections. Connect with the Mentions: * Steve Kamb's Book: How to Try Again (http://HowToTryAgain.com [http://HowToTryAgain.com]) * Ellen Yin's Podcast: Cubicle to CEO Connect with Us: 1:1 Coaching: Ready to step out of isolation and scale your business? Apply for 1:1 coaching here: https://www.joandlyndon.com/coaching [https://www.joandlyndon.com/coaching] The Breakroom:Find your people. Join our community of creative entrepreneurs to get our full 2-hour Craft and Commerce debrief and catch our upcoming masterclass on Instagram stories: Step into The Breakroom: https://www.joandlyndon.com/the-breakroom [https://www.joandlyndon.com/the-breakroom] Instagram: Come say hi, ask about a coffee chat, and send us a DM! @joandlyndon (https://www.instagram.com/joandlyndon/ [https://www.instagram.com/joandlyndon/]), & @thesustainablecreator (https://www.instagram.com/thesustainablecreator/ [https://www.instagram.com/thesustainablecreator/]). Interview Us: We love talking about pivoting, working with a partner, and building community. DM us on IG to connect!

How to Stop Winging It and Start Closing w/ Leslie Johnson

As a creative entrepreneur, inconsistent revenue and business anxiety often stem from winging your discovery calls. You know your craft, but sitting down on Zoom to close a package can feel incredibly overwhelming, especially when you encounter the dreaded "I need to think about it" or get ghosted. We often lack the structure to protect our time, leading us to take calls with unqualified leads and hoping our "friendly" approach naturally leads to a sale. High-ticket sales expert Leslie Johnson sat down with us on the pod to hand you the exact, rinse-and-repeat anatomy of a successful sales call. Bringing her deep expertise in contract and high-ticket sales, Leslie shows us how to confidently lead conversations, set the right tone in the first two minutes, and visually close with a customized pitch deck. You will walk away knowing exactly how to pre-qualify your leads, listen strategically, and gracefully handle objections so you can build the consistent revenue your creative business deserves. 🔥 Get The Free Worksheet: Stop guessing what to say on your next discovery call! Grab the exclusive, step-by-step workbook outlining Leslie's exact framework so you can prep with confidence and close your next high-ticket lead. https://joandlyndon.kit.com/4dd13aaee8 [https://joandlyndon.kit.com/4dd13aaee8] Inside this episode, we cover: * [05:58] AI Sales Training: How to use AI tools like Claude to roleplay conversations and practice your pitch before getting on a real call. * [08:13] Pre-Qualifying Leads: Why you should never take a call without a strategic intake form that filters out budget objections early. * [12:35] Setting the Frame: The crucial 1-2 minute window at the beginning of the call where you establish yourself as the expert to lead the conversation. * [22:23] Building the Pitch Deck: How to seamlessly transition from discovery to a visual presentation using the client's exact words to show true transformation. * [36:28] Handling "I Need to Think About It": The conversational pivot to uncover hidden hesitations right on the call before they turn into a ghosted email. * [37:45] The 80/20 Sales Rule: Why speaking only 20% of the time actually increases your authority and opens the door for better conversations. Connect with Leslie Johnson: * Instagram: @LeslieEJohnson [https://instagram.com/LeslieEJohnson] Connect with Us: * 1:1 Coaching: https://www.joandlyndon.com/coaching [https://www.joandlyndon.com/coaching] * The Breakroom: Build your biz in a room of your peers - https://www.joandlyndon.com/the-breakroom [https://www.joandlyndon.com/the-breakroom] * Instagram: https://www.instagram.com/joandlyndon/ [https://www.instagram.com/joandlyndon/], https://www.instagram.com/thesustainablecreator/ [https://www.instagram.com/thesustainablecreator/] * Interview Us: We love talking about pivoting, working with a partner, and building community. DM us on IG to connect!

How to Build and Monetize an In-Person Community w/ Tatiana Forbes

"We are so starved for connection that everyone is trying to almost make up for lost time". You’ve built a business, but right now, it might feel more like a cage of high overhead, constant team management, and endless client calls. It is incredibly easy to feel isolated at the top when you are carrying the weight of a team and watching your profit margins shrink. Sometimes, the bravest and most profitable thing you can do is cut your losses, rethink your structure, and lean into the very things that bring you peace and connection. Tatiana Forbes spent years coaching entrepreneurs in leadership, operations, and team development before navigating burnout, scaling back her company, and founding the Best for Last Run Club. In this episode, she breaks down exactly how she transitioned from a high-stress coaching model to a highly profitable creator business. She shares the exact business systems she uses to organize her in-person community and how you can leverage your CEO skills to secure massive brand deals. 🔥 Get The Worksheet: Stop craving connection and start creating it. If you want to build a deeply loyal, highly engaged local community but don't know where to begin, you need this. Download the free worksheet to design your in-person community: https://joandlyndon.kit.com/026b16d424 [https://joandlyndon.kit.com/026b16d424] Inside this episode, we cover: * [07:22] The Sunk Cost Fallacy in Business: Why forcing a bloated business model to work will drain you, and how to use data and intuition to make a pivot. * [11:57] Redefining Leadership and Team Size: Why hiring based on temporary feelings or convenience can lead to a bloated team, and how to build a streamlined infrastructure without shrinking your income goals. * [24:37] Engineering the Perfect Member Experience: The exact operational systems used to make every new attendee feel seen, from digital QR code sign-ins to dedicated pace group leaders. * [30:42] Monetizing Free Communities: How to leverage a highly engaged niche audience to secure multi-thousand-dollar brand partnerships instead of charging members an entry fee. * [40:30] The Entrepreneur's Unfair Influencer Advantage: Why former and current business owners have a massive competitive edge in influencer marketing due to their deep understanding of strategy and the client journey. Connect with Tatiana Forbes: * Website: bestforlastrunclub.com [http://bestforlastrunclub.com] * Instagram/TikTok: @_tatianaforbes / @bestforlastrunclub * Strava: Best for Last Run Club Connect with Us: * 1:1 Coaching: https://www.joandlyndon.com/coaching [https://www.joandlyndon.com/coaching] * The Breakroom: Build your biz with other creatives: https://www.joandlyndon.com/the-breakroom [https://www.joandlyndon.com/the-breakroom] * Instagram: Come say hi and send us a DM! https://www.instagram.com/joandlyndon/ [https://www.instagram.com/joandlyndon/] & https://www.instagram.com/thesustainablecreator/ [https://www.instagram.com/thesustainablecreator/] * Interview Us: We love talking about pivoting, working with a partner, and building community. DM us on IG to connect!