To stand out and sell — always, but especially in 2025 — you’ve gotta niche.

Happily (especially if you are a personal brand), that DOESN’T mean putting your sweet little multi-passionate self into a box for twenty years and throwing away the key.

But it DOES mean that you should create individual PROJECTS under your personal brand (I talk about that more in part one of this series here) and niche them sufficiently so as to cut through.

How? Choose a market that has in-built demand, and then to go three or four layers deep to specialise within it. In this episode, I show you how.

PS This is Part Two in a five part series to help you set up a personal brand for success. You can view Part One here, and subscribe to the podcasts for the other posts in the series to come!

Episode Shownotes:

00:00 The importance of niching
01:25 Common mistakes in niching
03:06 Stages of business development
09:17 The need for a niche in a crowded market
12:31 Three-step process to effective niching
13:04 Step 1: Choosing a profitable market
17:05 Step 2: Going one layer deeper
18:14 Step 3: Niching by vehicle
25:29 Conclusion and next steps

———

Recommended next episode:

→ Part One in the Series: Don't Build Businesses! Build Projects!

Links Mentioned:

→ 'Three Layers Deep! All Aboard the Niche Train' - Read this article on Substack

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.

This one is aimed squarely at you, my little ‘personal brand-based’ founder darlings — in other words, the current and aspiring content creators, consultants, coaches, freelancers, creatives and knowledge-based founders of the Internet.

Over a series of five podcasts (because brevity ain’t my strong point), I’m going to break down for you everything I know about how to set a personal brand based business for big fun, big freedom and BIG money.

In this episode, we're starting strong 🥃

I'm covering how to set yourself up as a personal brand based business the right way from the start to feed and fuel MULTIPLE, DISTINCT NICHES..

.. in a way that doesn’t bore you to tears, destroy your soul and keep you trapped in a box that feels like the online equivalent to maximum security prison for your happy, creative, multi-passionate little soul.

Episode Show Notes

00:00 The importance of finding your niche
00:34 The cold hard truth about personal branding
01:37 Projects over businesses
02:24 Understanding personal brand-based businesses
04:29 Personal brand-based business vs. traditional business
06:30 What is a personal brand?
08:00 What are business interests?
10:23 Examples of personal brand projects
16:52 Conclusion and next steps

———

Recommended next episode:

→ This is Part One in a series - subscribe to the podcast to get the next one the second it drops!

Links Mentioned:

→ 'Don't Build Businesses! Build Projects!' - Read this article on Substack

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.

Your offer suite is the beating heart of your business. Without it, you don’t have a business.

In this episode, I will show you how to map out an offer suite with one flagship offer as the crown jewel. You'll discover why small (and might is best) and the ONLY three offers you need to hit a million dollars (plus, how to structure to reach your time and money goals.

I cover:

• Why a simple offer suite is the key to a lifestyle business that prioritises balances;
• The only three offers you need, which order to create them in and the job each does;
• How to map a profitable offer suite.

Episode Show Notes:

00:00 The importance of an offer suite
00:37 Creating a high-converting offer suite
01:48 The case for a simple, streamlined offer suite
12:26 First offer: Flagship offer
16:10 Second offer: Entry offer
21:33 Third offer: Anchor offer
25:22 Mapping out your offer suite
34:04 Conclusion and next steps

———

Recommended next episode:

→ Ep 252: How to Create an Irresistible, “Hell Yes” Online Course, Coaching or Membership Offer (Inspired by 2am Flights and Toddler Meltdowns)

Links Mentioned:

→ Get Create and Validate for 60% off to create your first or next irresistible online course in the next 12-weeks

→ 66% off Dream & Design where you can design (or re-design) a wildly aligned, time leveraged expertise-based business model that feels just right for you

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.

In this week's podcast, we'll be revisiting through our Podcast Best Of series on how we make, manage and grow money in order to make work optional.

Active income is never passive.

Work is work.

But the income from your work can be funneled into assets that CAN be passive – and that, ultimately, is the game.

These days, I am passionate about sharing that message with others.

Even moreso in this online business world, where we have the capacity to build high profit margin businesses.

And, where a little know how on what to DO with that income is life-changing.

And so, in this throwback episode, I am sharing with you the six steps for building a business that will one day allow you to make work optional and to enjoy true passive income.

———

Recommended next episode:

→ ❤️‍🔥😍 Sexy Budgeting, Finances and PROFIT for Online Business Owners

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.

Let's talk about finding alignment and balance in new motherhood, especially when your traditional business model and success no longer serves the life you want to create.

In this podcast episode, I share my experience with running a business and raising 2 young kids, finding myself again and building a business that truly lights me up.

This is an interview that first aired on Rachelle Saevils 'Behind the Fold' podcast, where she shares interviews breaking down the real and raw BTS of motherhood and business.

We discussed:

• 5:38 - My business growth, fears and preparation during and after my first pregnancy.
• 12:57 - The time in between my first and second child of feeling unaligned and conflicted, that caused me to rethink my whole business model.
• 20:00 - The experience and struggles of having my partner become the primary care giver while I continued working.
• 23:30 - How my motherhood identity and mindset changed from one birth to the next.
• 26:15 - Learning about the power of self care, slowing down and being okay with extended timelines when it comes to goals.
• 34:00 - Focusing on what matters most to you, even if it means a revenue dip in your business for a season.

I hope this episode encourages you to seek balance among all the areas you may be juggling in whatever that might look like for you- give yourself some grace.

If you love this episode, definitely check out Rachelles podcast, Behind the Fold.

———

Recommended next episode:

→ I'll be doing a motherhood and business Q+A podcast episode soon. Have a question for it? DM me on Instagram here: @steviedillon_

Links Mentioned:

→ Behind the Fold Podcast on Spotify

→ Behind the Fold Podcast on Apple Podcasts

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.

Ahhhh, attention (aka traffic, aka your ‘top of funnel’ in marketing speak).

The darling of the Internet!

Understandably so, it’s the tip of the proverbial Internet iceberg and the ONLY thing that’s visible when we’re scrolling online. And for that reason, we’re obsessed with it and start to think that the ultimate success of our online businesses lives and dies by it.

And whilst it’s true that it matters, it’s just one piece of the marketing funnel pie.

Let’s talk all things top of funnel – aka traffic, aka the darling of the Internet – and answer some of the biggest questions.

[🎉 New!] Subscribe to Stevie's Substack for weekly articles and behind the scenes: https://lifestylebusinessschool.substack.com/

Episode Shownotes
00:00 Introduction: Capturing attention and growing your audience
00:29 Understanding the marketing funnel
01:13 Five hot tips: Top of funnel strategies
01:25 Tip 1: Top of funnel comes last
05:11 Tip 2: Clarify your business model
09:50 Tip 3: Build your email list
16:20 Tip 4: Message market fit
21:33 Tip 5: Getting attention
40:58 Conclusion and summary

———

Recommended next episode:

→ Ep 270: Marketing Has Changed. Here’s What You MUST Know to Sell Scalable Offers Right Now.

→ Ep 271: Are Funnels Dead? No, But Things Are MESSY Right Now (Here's What to Do About It)

Links Mentioned:

→ Traffic Playbook [Currently 70% Off]: Get the Marketing System for driving the volume and quality of traffic required to sell your scalable offers in 2025.

→ Click Power Podcast Episode

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.

Recently, Google embarked on a mission to answer one question:

‘How do consumers decide what they want to buy and who they want to buy it from?’

The answer was.. squiggly, the say the least.

To stand out and sell in 2025, you’re not just ‘one funnel away’ anymore. Instead, it’s essential to build an ecosystem of touchpoints to satisfy the savvy, skeptical buyers that you’re the real deal.

The 'middle of funnel' is more important (and squiggly) than ever, and to stand out and sell? Yours needs to be robust.

The test is this — if someone found you right now, would they have 7-9 hours of touchpoint available with you to binge on demand? ⁠

If not, you need today's episode.

And if you do, you still need it - because there's four other tests I share, too.

Episode Show Notes:
00:00 The changing landscape of marketing
00:14 The middle of funnel squig
02:25 Reasons why the landscape has changed
02:26 Reason one: Trust desert
03:30 Reason two: A more discerning market
04:33 Reason three: Savvier research abilities
05:41 Five tips for standing out
08:18 One: Build a strong brand
14:34 Two: Establish a middle of funnel trigger
18:41 Three: Automate your middle of funnel ecosystem
25:35 Four: Create long form content
32:56 Five: Inject authority markers

[🎉 New!] Subscribe to Stevie's Substack for weekly articles and behind the scenes: https://lifestylebusinessschool.substack.com/

———

Recommended next episode:

→ [Last week's episode]: Marketing Has Changed. Here’s What You MUST Know to Sell Scalable Offers Right Now.

Links Mentioned:

→ Don't Build Businesses! Build Projects! Part 1/5: The multi-passionate personal brand-based founders guide to a business that prints cash, serves well and sets you free

→ Traffic Playbook [Currently 70% Off]: Get the Marketing System for driving the volume and quality of traffic required to sell your scalable offers in 2025.

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.

Marketing has changed. If you want to drive the volume and quality of traffic you need to sell your scalable offers in 2025, this is for you.

Side note — this is absolutely NOT for the full-time content creators, and the people who spend their days marketing online for a living. It’s for the people who NEED to understand how this stuff works to build the thing they ACTUALLY DO (without it taking 18,273 hours a week).

Episode Show Notes:
00:45 Understanding the marketing funnel
02:09 The Importance of messaging in marketing
07:10 Building an effective marketing funnel
14:35 Bottom of funnel
22:56 Middle of funnel
27:44 Top of funnel
34:28 Conclusion and Next Steps

PS [🎉 New!] Subscribe to Stevie's Substack for weekly articles and behind the scenes: https://lifestylebusinessschool.substack.com/

———

Recommended next episode:

→ Click Power: The One Metric That Could Sink Your Next Launch

Links Mentioned:

→ Traffic Playbook Course: Get the Marketing System for driving the volume and quality of traffic required to sell your scalable offers in 2025.

→ Substack Series on Refining Your Marketing Message (this is a series of five newsletters, it will be updated soon to include marketing messaging, positioning and more)

Want more? Here’s how we can help you:

→ Free Workshop — Create our knowledge-based lifestyle business in 2025

→ Subscribe to the Fully Free Newsletter — Come and join the party on Substack! Subscribe for weekly articles, essays and behind the scenes to help you build a lifestyle business.

→ Join Lifestyle Business School — Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot.