What makes some businesses unforgettable while others fade into the noise? The answer isn’t just in a logo or a tagline — it’s in the story they tell.

In this episode, we dive into the art of brand storytelling with Johnna Lacey, the founder of J.M. Lacey Communications. Johnna has more than 20 years of professional writing experience and over 40 years of creative storytelling. She specializes in helping business owners, solopreneurs, nonprofits and authors simplify their messaging and build deeper connections through storytelling.

In this conversation, Johnna breaks down the difference between brand story and traditional branding, the biggest mistakes professionals make when telling their story, and how solo professionals can leverage storytelling to build trust, reputation, and community.

Plus, she shares practical steps to uncover your own story and even turn brand storytelling into a valuable service for your clients.

We've all been there.

We make a mistake in our business. And for days or weeks we get caught up in a mental loop of "what if..." and "if only..."

Regret can feel overwhelming, but the real problem is not just the mistake. It's how we respond to it.

In this week’s short episode, I explain 3 mistakes most of us make when trying to deal with regret — and how we can deal with the issue more productivity.

Have you ever felt ready to give up on prospecting because you weren’t seeing results? You’re not alone. Many freelancers quit just before the seeds they’ve planted begin to sprout. In this episode, we explore why consistent prospecting is crucial, even when it feels like nothing’s happening.

In this episode, I explain why timing is everything in prospecting. I share powerful analogies and strategies to shift your mindset. And I offer a practical, habit-building approach to make prospecting a seamless part of your routine. If you’ve ever doubted the effectiveness of your outreach efforts, this episode is for you.

What You’ll Learn

• Why only 5-10% of prospects are ready to say "yes" at any given time.
• How to stay consistent even when it feels like you're getting nowhere.
• The "garden analogy" for understanding the slow but steady process of prospecting.
• Why a mediocre message at the perfect time can outperform a perfect message at the wrong time.
• How to build a prospecting system that works for you, using small, actionable steps.

Key Takeaways

1. Timing Beats Great Copy: Even great emails won’t land if the timing isn’t right. Learn to accept this reality and focus on staying visible for when the timing aligns.
2. The Dip is Your Friend: Seth Godin’s concept of "The Dip" explains why most people quit right before they succeed. Don’t be one of them.
3. Consistency Beats Perfection: Imperfect but steady action is more effective than sporadic perfection. Build habits that make prospecting automatic.
4. The Four Laws of Prospecting Habits:
   • Make it Obvious: Create cues and systems to make prospecting part of your daily routine.
   • Make it Attractive: Pair prospecting with something you enjoy and celebrate small wins.
   • Make it Easy: Break down outreach into manageable steps, like sending two emails a day.
   • Make it Satisfying: Reward yourself for consistent effort, not just responses.

Actionable Exercises

• Start Small: Commit to sending just 2-3 prospecting emails a day for the next 30 days.
• Track Consistency: Use a simple tracking sheet to monitor your efforts daily.
• Celebrate Wins: Keep a journal of small victories, such as completing your outreach for the day.
• Try the “Garden Perspective:” Imagine each email as a seed—focus on the process, not immediate results.

Memorable Soundbites

• "A mediocre message at the perfect time beats a perfect message at the wrong time."
• "Success in prospecting isn’t about perfection—it’s about showing up consistently."
• "Prospecting is like planting a garden. The magic happens beneath the surface before you see results."

Deploy a Powerful Prospecting System in Just 21 Days

I’m starting a new prospecting workshop next week. We’re going to work together over 21 days (Mon-Fri only) to help you implement effective prospecting techniques and habits that actually stick. We’ll roll up our sleeves and actually create your prospecting plan and assets together. And I’ll be there every day to give you direct and personal feedback.

You’ll implement the material day by day, one baby step at a time. And you’ll come away with everything in place, all ready to go.

Would you like to join us? Email me at [ed@b2blauncher.com] and I’ll respond with all the details.

Happy New Year!

If you're looking to make 2025 one of your best years yet, I have a different approach for you to consider...

Start with zero. And by zero, I mean absolutely nothing.

Doing so will help you accomplish more... and faster.

That’s the topic of this week’s short episode below.

Do you ever feel like you’re constantly dealing with the same frustrating challenges in your business?

Maybe you get stuck managing messy revisions from unexpected sources, or a client keeps hitting you with last-minute rush work.

In this episode, I discuss how we often react to these situations rather than respond thoughtfully—and why that difference matters.

We explore two key steps to improve your responses:

1. Taking a pause before making decisions.
2. Asking yourself better, more open-ended questions that lead to more productive solutions.

This episode is all about how the quality of your internal questions can shift your perspective and help you navigate difficult situations with clarity.

Listen below or subscribe to the podcast on your favorite platform.

As freelancers, many of us crave the freedom to explore new places without the financial burden that travel can bring.

But what if you could fly in luxury without spending a fortune? That's where points travel comes in, and today's guest is a true expert in this game.

Spencer Howard, the mastermind behind Straight to the Points, has helped countless people book premium travel with points instead of cash—making dreams of business and first-class travel a reality.

In this episode, Spencer shares his journey from a political career to building a freelance writing business to becoming a full-time freelancer in the world of points and miles. He dives deep into the strategies freelancers can use to leverage credit card rewards and optimize points for travel, breaking down complex topics like transferable points and airline-specific credit cards.

And he explains how to do this without getting into debt or paying credit card fees that don’t make sense.

I learned a lot from this conversation. I realized that many of my hang ups about points travel were unfounded. And I discovered that I’m actually making some pretty big mistakes with a strategy I assumed was getting me huge travel perks (but it’s really not a great value!).

If you love to travel, you’re going to find several actionable tips on how to maximize your points, avoid common pitfalls and plan your next dream trip—all without breaking the bank or getting into debt.

Enjoy!

Have you ever had a client, prospect—or even an acquaintance—ask to "pick your brain"?

At first, it might feel flattering. But after the fourth or fifth time, it starts to feel like a burden.

You feel taken advantage of.

In this short episode, I talk about how I changed my approach to these requests. Instead of making excuses or feeling resentment, I started charging for “brain picking” sessions—and it completely transformed how I handle these situations.

I walk you through how I reframed these requests into a structured offer, how I set the price, and how you can do the same to ensure that clients and prospects value your time and expertise.

It doesn’t matter what type of work you do as a solo professional. If you get these requests regularly, this episode will give you practical tips on how to handle them with confidence.