In this episode, Kathi talks with Ellen Finkelstein, an expert who teaches experts how to build simple, effective online businesses through better messaging, email marketing, and audience-building.

Ellen shares how she started her career writing major tech books (including multiple editions translated into many languages), and how publishers pushed authors to build a “platform” through blogging and email lists. That shift helped Ellen realize the power of owning your audience and creating your own products.

The conversation zooms in on what most experts miss when they start a business: they talk from their own perspective instead of their audience’s. Ellen breaks down how to identify your audience’s pain point, adjust your messaging so it connects, and create a free offer that attracts the right people. From there, she explains why email marketing is still one of the most important relationship-building tools for entrepreneurs.

You’ll also hear a great systems-based lesson about documenting processes and building SOPs so your business can run smoothly, even when help changes.

Free resource from Ellen: “10 Techniques for Better Results from Your Emails: More Engagement, Opens, and Clicks” (an email course with tools and templates)

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