Hey Reader,

Quick question before we get into it: do you prefer hearing from both of us, or are you okay with just me in your earbuds sometimes? (we're experimenting with solo pod episodes)

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Got plans Tuesday, June 30th?

We're hosting our Q2 Wrap-Up Workshop inside The Breakroom: a live session to reflect on what worked, what didn't, and set yourself up strong for the second half of the year.

Not a member yet? Start a free 7-day trial and join us live.

Join The Breakroom - Free 7-Day Trial

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Messy Musings

From our new Thursday pod episode (Apple, Spotify, Youtube):

We just hit 20 episodes of The Sustainable Creator Podcast. And somewhere between episode 1 and episode 20, the strategy changed three times.

When we launched back in February, the premise was simple: our dream clients listen to podcasts. So we made one. The first phase was topical: pick a topic, find the expert, & go deep. Pinterest (Coley). Service memberships (Becky). Starting a podcast (Elisa).

Then we shifted. Instead of topics, we started interviewing people about one specific thing they did. Sam on writing a book. Kahlea emceeing at the 1 Billion Follower Summit. We found them really interesting, but they weren't answering the questions that our audience was asking.

So we landed in Phase 3: the how-to era. How to partner with local businesses (Belle). How to find hidden buyers in your IG stories (Alyssa). How to run a great sales call (Leslie). And that's where conversations started happening. Not necessarily more listens, but more of the right conversations with the right people.

The thing I've been sitting with: if all of our airtime is asking other people questions, we're not showing people how we think.

At Craft + Commerce, someone we really respect looked at us over lunch and said: "You should be doing more solo episodes if you want to drive clients from this." (we talked about this in last weeks email)

So here's the experiment: starting this week, we're adding a second weekly episode every Thursday. Think of it as a voice note from me (or Jo, or both of us) on something we're thinking through: a framework we're testing, a behind-the-scenes look at how we're building this business.

Tuesdays will still be interviews. Thursdays will be "the Jo & Lyndon show" (as one of our members said the other day).

We're committing to 3–4 weeks to see what it feels like, then we'll check in on this experiment if we want to keep going.

My question for you: is there a topic or format you'd love to hear us go deep on in a solo episode? Hit reply, we read every single one.

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This Week on the Podcast

Have you ever felt like you had to do a big launch to sign clients? This week's guest Samantha Hoilett is a sales messaging strategist, copywriter, and urgency expert; she built her business to six figures without a single launch. Her secret = knowing how to create urgency anytime, without the high-pressure tactics that make you cringe.

In this episode we get into:

• The difference between internal vs. external urgency: and which one actually builds long-term clients
• Her Instant Appeal Framework (different, desirable, doable) for making your offer something people want to buy now, not someday
• The nurture trap and the 30-minute fix that shifts your content from making friends to making sales
• Why ethical urgency is really just about transparency, and how fake countdown timers are quietly killing your reputation

This one is packed. If you've been posting consistently and still not converting, this episode is for you.

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​Listen on Apple Podcasts / Listen on Spotify / Watch on YouTube​

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See you next week!

Lyndon

Before you go: Did you like the solo episode?