RS350 - Sales vs Marketing: Why content alone won’t grow your business

Are you working tirelessly in your business, only to feel underpaid and overwhelmed? In this week’s episode, Anna Lundberg breaks down the real reasons independent experts find themselves overworked yet under-earning - and what you can do differently. Discover actionable strategies to design a business that pays you what you deserve, protects your time, and keeps you energised. Key takeaways: Ditch Frankensteined Offers Stop scattering your energy on bespoke, complicated services for every client—streamlining your offers and messaging leads to more clarity, easier marketing, and better sales. Break the Cycle of Undercharging and Overdelivering Learn how pricing based on fear leads to resentment and burnout, and why knowing your “integrity rate” (what you should earn) and “resentment rate” (the bare minimum) changes the game. Prioritise Relationships Over Reach Rather than chasing cold leads on LinkedIn or obsessing over follower counts, tap into existing clients, referrals, and close networks for immediate, reliable sales. Map Out Effort vs Reward Use Anna’s quadrant framework to identify which offers bring in high reward with less effort—and ruthlessly cut tasks and services that drain your time without decent returns. Refine Your Marketing—Less Is More Only invest in the platforms and activities that actually generate clients, not just likes or noise. Every hour counts! Ready to earn more without burning out? The Business Accelerator is open now. It’s a 12-month strategic reset for independent experts ready to simplify, grow, and build a business that actually works. Apply now at onestepoutside.com/accelerate

Feeling like you’re hustling harder than ever, yet results just aren’t matching your effort? In this empowering episode, Anna Lundberg unpacks why working harder isn’t the answer in today’s tougher market for independent experts, solopreneurs, coaches, and consultants. Discover how to move beyond “busy work” to intentional business design - so your business works for you, not the other way around. Key takeaways: The Busy Work Trap More posts, more offers, more hustle often leads to burnout—not results. Anna explains why ceaseless activity keeps you reactive, scattered, and exhausted, rather than strategic and effective. The Time-for-Money Ceiling Trading hours for fees caps your income and makes true flexibility impossible. Anna discusses how to break free from hourly rates and build offerings that reflect value, not just time spent. Complexity Kills Clarity Adding more services or constantly reacting to every market shift creates confusion—for you and your clients. Simplicity and clear, repeatable offers are essential for expert positioning and sustainable growth. Intentional Business Design Anna outlines four elements for a more sustainable, fulfilling business: Fewer, clearer offers; value-based pricing; simple systems and processes; and seasonal, proactive planning. Practical Steps to Simplify and Scale Consider what your business could look like if you designed it on a blank sheet. Identify one offer or system you could simplify today to make everything else easier. Ready to stop spinning your wheels and build a business that actually works? The Business Accelerator is our 12-month programme for experienced experts who want strategic growth - without burnout, and without compromise. Applications are open now for the next cohort. → Apply now at onestepoutside.com/accelerate

Are you highly skilled, experienced, and passionate about your work, but still struggling to get fully booked with the right clients? In this refreshingly honest episode, Anna Lundberg unpacks why even top experts find it tough to thrive in today’s challenging market. Discover why this isn’t the time to wait for things to improve, but to sharpen your positioning, messaging, and visibility to stand out - even now. Tune in to reframe your strategy and uncover the real keys to business growth in uncertain times. Key takeaways: The Market Has Shifted—But Opportunity Remains The economic landscape is more demanding, with budget cuts and changing priorities making it harder to attract attention. However, clients are still investing—just more selectively, and with a focus on immediate, tangible results. Three Reasons You’re Not Booked Out Unclear or Uncompelling Offers: Vague, long-term, or “fluffy” messaging doesn’t resonate in a risk-averse market. Offers need to address urgent, concrete business needs. Positioning That Undersells You: Many experts, especially women, downplay their expertise instead of confidently owning their experience and value. Visibility That Lacks Consistency and Focus: Sporadic or unfocused marketing often leads to getting lost in the noise. Clear, intentional pathways to your ideal clients are essential. Mission vs. Messaging: What Sells Now Lead with what your client needs—typically profit, productivity or specific outcomes—then weave in your bigger mission once you’ve opened the door. Future-Proofing Your Business Stop accepting ‘just any client’ out of necessity. Position yourself for the work (and clients) you truly want, and start building that reputation now for real, lasting growth. Ready to build a business that actually works - even in a tough market? The Business Accelerator is for experienced coaches, consultants, and independent experts who want to grow sustainably, protect their time, and consistently attract the right clients - without hustle or compromise. 🗓 Applications open this month. 📩 Apply now at onestepoutside.com/accelerate to join the current intake.

What if success wasn’t about more, but about enough? In this refreshingly honest conversation, Emma Steenson - former management consultant turned entrepreneur and executive coach - shares how selling a business and reaching financial security forced her to rethink success. If you’ve been running on autopilot - chasing “more” without stopping to ask what you really want - this episode will make you pause and rethink. Key Takeaways Success is Personal and Evolves Over Time: Emma’s journey highlights how definitions of success shift—from financial milestones to personal satisfaction and fulfilment. The episode explores letting go of traditional markers in favour of what genuinely matters to you. Understanding “Enough”: The conversation dives into what “enough” means financially and emotionally, the importance of identifying your own baseline, and resisting the endless chase for more. Practical Realities of Working for Yourself: Emma and Anna candidly discuss the gritty side of entrepreneurship—marketing yourself, facing uncertainty, and the often-unseen hard work behind “freedom.” Navigating the Noise: As Emma shares, finding your unique path and not getting distracted by fleeting trends or other people’s blueprints is vital, especially in a rapidly changing business landscape. Resilience Through the Tough Times: The episode closes with advice for those in a low point: keep going, trust the process, and remember that the tough patches make the successes all the sweeter. If Emma’s story has you questioning what enough really looks like for you - and how to design a business that delivers on that - let’s map it out together. It's time to build a business that funds the life you actually want. Book your call at onestepoutside.com/call

Feeling like the year’s flying by without the progress you hoped for? In this episode, Anna Lundberg shares how to use the summer slowdown as a powerful pause to reset your business focus and ensure you end the year feeling proud and accomplished. If you crave more intention, meaningful progress, and strategic action before December, this episode will give you practical prompts and inspiration to make it happen. Key takeaways: Summer as a Strategic Pause: Anna highlights the value of using the quieter summer months to reflect, recalibrate, and gain a fresh perspective, rather than hustling non-stop or feeling guilty for stepping back. Reflection Prompts for a Meaningful Year-End: Anna offers four key questions to help you identify what would truly make you proud come December. These prompts guide you to clarify your priorities, assess what’s missing, determine where to focus, and consider what support could ease your journey. Intentional Goal Setting Over Busywork: Instead of ticking off endless to-do lists, Anna encourages listeners to be intentional about their goals. Focusing on “needle-moving” actions leads to more fulfilment than staying busy for the sake of it. Support and Accountability Matter: Success isn’t a solo journey. Anna discusses how seeking support – whether through coaching, community, or structured programmes – can help you bridge the gap between intention and achievement. Ready to reset - and actually build the business you want? Doors to the next Business Accelerator intake open in September. If you’re an experienced expert ready to create a simpler, more sustainable business that actually works, register your interest here.

Feeling frazzled trying to juggle work, family life, and the perpetual guilt of not giving enough to either? In this episode, Anna Lundberg breaks down the practical steps to designing a business that truly fits around your life - think working term time, taking summers off, and still earning what you deserve! Whether you’re a parent dreaming of school-hour working or simply someone craving more freedom and intentionality, this episode will show you how to make the maths (and mindset) work for you. Key takeaways: Design for Your Lifestyle, Not by Accident: Create your business with intention rather than reacting to opportunities as they arise. Decide your non-negotiables, from school hours to summer holidays, and build your business around them. Do the Maths: Anna walks through the numbers—calculating your annual working hours and required hourly rates—so you know exactly what it’ll take to reach your income goals within your chosen schedule. Reimagine Offers and Pricing: Shift away from selling your time by the hour. Build offers based on value or outcomes, consider group programmes, and design packages that fit both your clients’ needs and your own work-life boundaries. Seasonal and Systematic Planning: Tap into the power of mapping your business by academic terms or seasons and front-load your workload to take full advantage of quieter months. Systematise processes to save time and energy. Build for the Life You Want: Get concrete about your available hours, align your pricing and offerings, and work only with clients who respect your working preferences. Ready to make this real? If you're serious about designing a business that supports term-time working (or simply more time off without sacrificing income), let’s explore what that could look like for you. Book a free call at onestepoutside.com/call to map out your next step.

August can often feel like a strange limbo for solopreneurs and independent experts - a mix between wanting to relax and feeling pressured about what lies ahead in September. In this episode, Anna Lundberg shares practical strategies to help you enjoy the summer season, set realistic boundaries, and ensure you’re well-positioned both emotionally and financially for a strong return in the final quarter of the year. Whether you’re feeling guilty about slowing down or anxious about next month’s pipeline, this is the episode for you. Key takeaways: Normalise the August Slowdown and Release Guilt Many freelancers and business owners feel uneasy about taking a real break in August due to competing pressures — you’re not alone. Anna offers assurance and ways to reframe this period so you can truly pause and recharge. Set Intentional Goals for September Rather than hustling harder, focus on one clear goal to achieve by early September. Identifying a single top priority, whether it’s recharging, rebooting your business model, reconnecting with contacts, or realising a project, will increase your clarity and motivation. Balance Your Summer with Boundaries and Non-Negotiables Establish clear boundaries for work and family time. Anna discusses the importance of non-negotiables to ensure you avoid resentment and stay present, both at work and home. Asynchronous vs. Live Actions Plan your tasks according to what can be done flexibly (like responding to emails or creating content), and which require you to be ‘live’ (like calls or workshops). This allows you to stay productive without overloading your schedule. Cashflow Quick Wins and Seeding September Sales Anna provides actionable ideas to boost summer cashflow (such as chasing unpaid invoices or offering one-off services) and stresses that September sales need to be seeded now. Small, meaningful actions taken today can make autumn feel a world away from panic-driven. Ready to grow a business that actually works - for you, your clients, and your life? The Business Accelerator is a 12-month journey to design a sustainable, strategic business that supports your definition of success. Register your interest for the next intake at onestepoutside.com/accelerate.

Can you build a business that truly makes a difference and pays you well? In this episode, Toni Finnimore, founder of The Social Society, shares how she’s balancing purpose and profit by designing a values-driven business model that delivers real community impact without sacrificing boundaries or wellbeing. We talk about why consistency matters more than quick wins, how to stay true to your vision when the world says otherwise, and what redefining success really looks like after corporate life. Key takeaways: Redefining Community & Charity Work: Toni Finnimore shares how The Social Society is bringing a fresh approach to volunteering, blending the best of community, connection, and values while sidestepping burnout and traditional charity pitfalls. Purpose & Profit, Not Either–Or: Learn how Toni refuses to accept that you must choose between making a difference and making a living, and how holding firm to this belief has shaped her business model. Boundaries Against Burnout: Both Toni and Anna discuss the challenge of “giving” professions, showing how healthy boundaries and prioritising your own wellbeing are essential to creating lasting impact—both for yourself and the organisations you support. Building a Sustainable Business Model: Discover Toni’s innovative approach to business sustainability through subscription-based volunteering platforms and meaningful, skill-based event days—all while staying true to her core values and not chasing trends for the sake of it. The Power of Consistency and Authenticity: Toni reveals the joys and struggles of growing her personal brand and business, underscoring why showing up regularly and speaking honestly matters more than hacks, trends, or going viral. If Toni’s story has you rethinking how you want to build your own business - one that protects your time, reflects your values, and actually works - let’s talk. I help independent experts (re-)design their business models so they’re strategic, sustainable, and built for enough. Book a call to explore what that could look like for you: onestepoutside.com/call

Ever felt deflated by low interaction on your posts or wondered whether your content is actually reaching anyone? This episode of is all about challenging the obsession with likes and public engagement. Anna Lundberg reveals why your true business growth might come from the quiet “lurkers” - those who never like or comment, but are listening, learning, and ready to buy when the time is right. Listen in to learn how to spot and serve these invaluable silent followers. Key takeaways: Redefining Success Metrics Vanity metrics like likes and comments often mislead—true business traction frequently happens quietly. It’s more important to focus on meaningful metrics such as inbound messages and discovery calls. Who Are the Lurkers? Lurkers are thoughtful, discerning potential clients who do not engage publicly, but are your target audience. They notice your content, and when the moment is right, they get in touch quietly. Marketing with Depth Over Noise Instead of chasing trends and performative content, focus on creating consistent, quality posts that speak directly to your ideal client’s real pains and desires—even if engagement appears minimal. Track What Matters Monitor real indicators of business growth—such as inbound client contact, booked calls, and message responses—instead of relying on surface-level stats. Celebrate Quiet Conversions Building trust with “lurkers” leads to sustainable, long-term business—not just short-lived popularity or algorithm-driven reach. Think your content isn’t working because you’re not getting likes or comments? Think again. If you’re ready to stop chasing engagement and start building a business that converts consistently - the Business Accelerator is for you. It’s a 12-month strategic journey for independent experts who want to grow with clarity, consistency, and calm momentum. Join the waitlist at onestepoutside.com/accelerate.

Are you posting consistently on LinkedIn or Instagram but still struggling to turn your audience into paying clients? This episode is for independent experts who want to move beyond random content and start building relationships that actually lead to business - without feeling pushy or “salesy.” Anna Lundberg shares hard-won sales insights and practical steps for converting interest into income in a way that feels authentic, human, and strategic. Key takeaways: 1. The Difference Between Marketing and Sales Marketing promotes visibility and builds your brand, but sales is about having real conversations and converting interest into action. For lasting business growth, you need both visibility and a thoughtful sales system. 2. Why 'Selling' is Actually 'Serving' Selling isn’t about manipulation; it’s about helping. If you believe in what you offer, guiding people to work with you is an act of service, not of pressure. Relationships (not long sales pages or viral posts) matter most—especially for high-trust services and B2B. 3. Reimagining the Traditional Sales Funnel It’s no longer a simple linear path; instead, think of it as a tapestry or ecosystem, with many touchpoints (referrals, workshops, posts, conversations) leading up to a client’s decision. 4. The Power of Follow-up Only a small percentage of people are ready to buy right now; regular, kind follow-up keeps you top of mind for when they are ready. Tracking conversations and continuing gentle outreach is necessary, not “pushy.” 5. Create Your Own Sales System There’s no one-size-fits-all template—map out discovery, experience, and purchase stages that suit you and your clients. Consistently focus on your “momentum moves”: those daily or weekly actions that build relationships and sustain your pipeline. If you’re ready to move beyond posting and hoping - and start building a business that actually converts - the Business Accelerator is for you. It’s a 12-month journey for independent experts who want to grow strategically, sell with integrity, and create a business that truly works for them. Join the waitlist to be first to hear when doors open again: onestepoutside.com/accelerate