Hey Tori! Answering Your Digital Marketing Questions for Creative Entrepreneurs

Pattern designer Leanne Parsons of Devoted Quilter came to the Hey Tori! podcast with four questions: how to grow her email list, how to grow on social media, how to get quilt shops to stock her patterns, and where to put her focus.

Tori coaches her through them live, starting with the one bothering her most: wholesale. They talk about why cold emails to shops often go unanswered, how a single distributor relationship can open doors, and how to make the most of a booth at H+H. The conversation then turns to what is actually making money, why her email list is the lever, and how a free guide she already has can be shared more often and reach new people through collaborations. Leanne leaves with a plan that fits into her week.

Connect with Leanne:

Instagram: https://www.instagram.com/devotedquilter/

Facebook: https://www.facebook.com/DevotedQuilterDesigns/?ref=NONE_xav_ig_profile_page_web#

Website and Blog: https://www.devotedquilter.com/

Mentioned in this episode:

Shannon McKinstrie for Instagram: https://www.instagram.com/shannonmckinstrie/

Monika Henry, Penny Spool Quilts: https://www.instagram.com/pennyspoolquilts/

Elizabeth Chappell, Quilters Candy: https://www.instagram.com/quilters_candy/

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Enter it here: https://forms.gle/4jMGWV9wTDVDNRx67

Learn more:

Tori's website: http://heytori.tech

Digital Marketing Magic Coaching Program —For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together: https://www.heytori.tech/dmmc

Workshops Unleashed —My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Self-Publishing Incubator — A guided program for craft and fiber arts authors. https://selfpublishingincubator.com/

Blog — http://heytori.tech/blog

When is it a good idea to hire a coach?

You’re doing all the things and nothing is moving. Is it time to hire a coach, or is the problem somewhere else? In this episode, Tori McElwain walks through how to decide whether you’re ready for coaching, why most business owners get stuck in one of three gaps (accountability, knowledge, or strategy), and how to test whether a coach is the right fit before you spend money. You’ll also get a readiness checklist to work through first, and a reminder that coaching is an investment.

Time Tracking Episode: https://youtu.be/_QPS6iYsvQc?si=X7VR_Kcfq3PBgHWI

Join the DMMC: https://www.heytori.tech/hhdmmc

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Enter it here: https://forms.gle/4jMGWV9wTDVDNRx67

Learn more:

Tori's website: http://heytori.tech

Digital Marketing Magic Coaching Program —For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together: https://www.heytori.tech/dmmc

Workshops Unleashed —My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Self-Publishing Incubator — A guided program for craft and fiber arts authors. https://selfpublishingincubator.com/

Blog — http://heytori.tech/blog

Krista Russell, owner of Timeless Quilt Studio, is moving her in-person Learn to Quilt Foundations course online. In this live coaching episode, Tori works through Krista’s email list and welcome sequence: how new subscribers choose what they want to hear about, why the first email should invite a reply, how often to send, and whether a discount is the right welcome gift for a quilter who just downloaded a pattern.

We also look at Krista’s current email numbers together. Krista is a Digital Marketing Magic Coaching Program member, and she shares what she’s getting out of the program.

Mentioned in this episode:

Krista's 1st Guest Interview: https://www.heytori.tech/post/fromhobbytoteachingquilting

Joining the Digital Marketing Magic Coaching Program (DMMC): https://www.heytori.tech/dmmc

Connect with Krista:

Visit her Website at Timeless Quilt Studio: Timeless Quilt Studio

Follow her on Facebook: Follow her on Facebook

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Enter it here: https://forms.gle/4jMGWV9wTDVDNRx67

Learn more:

Tori's website: http://heytori.tech

Digital Marketing Magic Coaching Program —For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together: https://www.heytori.tech/dmmc

Workshops Unleashed —My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Self-Publishing Incubator — A guided program for craft and fiber arts authors. https://selfpublishingincubator.com/

Blog — http://heytori.tech/blog

You're not going to like this advice.

Your next launch, pattern, or book feels bigger than the time you have. Tori explains why you won't find time, you have to make it, and walks through a time study that maps your goals, commitments, and weekly tasks. Learn how to automate, delegate, or delete what drains your week, and build a schedule that holds up when your energy and calendar change.

Mentioned in the Episode:

Rhonda's Podcast Episode "Growing Your Audience" : https://www.heytori.tech/post/what-to-do-after-you-launch-a-live-coaching-conversation-with-rhonda-canning

Enjoying the show? Leave a quick review and tell me your favorite episode so far.
Got a question you want answered on the podcast? Enter it here: https://forms.gle/4jMGWV9wTDVDNRx67

Learn more:
Tori's website: http://heytori.tech

Digital Marketing Magic Coaching Program —For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together: https://www.heytori.tech/dmmc

Workshops Unleashed —My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Self-Publishing Incubator — A guided program for craft and fiber arts authors. https://selfpublishingincubator.com/

Blog — http://heytori.tech/blog

We talk all about email marketing - you're going to love it.

Ashleigh started her knitting pattern business the day after leaving the Air Force. Today she runs two memberships, her last virtual summit drew 7,000 knitters, and her email list does the heavy lifting. She walks Tori through the system behind it: three 52-week evergreen sequences, opt-in forms that let subscribers sort themselves, and why your best pattern should never be your freebie. Quilters (I know I have many of you here), this one's for you too.

In this episode, Ashleigh shares:

• How she went from solo designer to the "collaboration queen" of knitting pattern design, through summits, freebie bundles, and a live design competition
• Why email beats social media for makers, and the open rates she sees (35–45%)
• How her evergreen sequences run on their own, and when she pauses them for a launch
• The two metrics she checks every 90 days, and why she stopped taking unsubscribes personally
• Her advice for anyone who thinks weekly email is "too much"
• Why a Canva checklist makes a better lead magnet than a pattern you spent months designing

Mentioned in the Podcast:

• Liz Wilcox - Email Specialist (https://lizwilcox.com )
• Krista Miller - Summit Specialist (https://www.summitinabox.co/ )

Connect with Ashleigh:

• Website: https://ashleighwempe.com/
• Instagram: https://www.instagram.com/ashleighwempe
• Email: hello@ashleighwempe.com
• Pearl and Publish Membership: https://purlandpublish.com/membership/
• The Tinking Circle: https://ashleighwempe.thrivecart.com/tinking-circle-general/

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Enter it here: https://forms.gle/4jMGWV9wTDVDNRx67

Learn more:

Tori's website: http://heytori.tech

Digital Marketing Magic Coaching Program —For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together: https://www.heytori.tech/dmmc

Workshops Unleashed —My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Self-Publishing Incubator — A guided program for craft and fiber arts authors. https://selfpublishingincubator.com/

Blog — http://heytori.tech/blog

How do you reuse a blog post? If you have years of tutorials, free patterns, and finished-quilt stories sitting in your archive, you may be wondering whether a Pinterest graphic is all you can do with them.

Tori answers a listener's question with five steps: choosing the right five to ten posts, polishing them, breaking each into pieces of content, giving every piece a next step, and putting it on the calendar. She also shows how the Break-It-Up Bot inside the DMMC handles an older post.

Break-it-up Worksheet here: https://preview.mailerlite.io/forms/432998/170967184991848412/share

Break up Content Blog Post (AI Prompts): https://www.heytori.tech/post/can-you-actually-grow-your-quilting-business-without-instagram-yes-here-s-how

Break a Blog Post Up Like an Expert Blog Post here: https://www.heytori.tech/post/how-to-break-up-a-blog-post-so-you-can-market-like-an-expert

00:00 Unlocking the Potential of Old Blog Posts

02:00 Strategies for Repurposing Content

03:47 Understanding Your Blog's Ecosystem

06:47 Breaking Down Content for Maximum Impact

09:59 Creating Engaging Content from Tutorials

12:39 Leveraging Pinterest for Evergreen Content

15:46 Building a Content Calendar for Consistency

19:36 Utilizing AI Tools for Content Creation

22:34 Final Takeaways and Next Steps

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Enter it here: https://forms.gle/4jMGWV9wTDVDNRx67

Resources & Programs

Learn more: http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together: https://www.heytori.tech/dmmc

Workshops Unleashed —My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Self-Publishing Incubator — A guided program for craft and fiber arts authors. https://selfpublishingincubator.com/

Blog — http://heytori.tech/blog

In this episode, knit pattern tech editor and graphic designer Whitney Steen walks us through what tech editing actually does, why it matters for indie pattern designers—and why you may want to publish a book. We talk math errors, why books never expire, and the uncomfortable truth: our craft industries deserve to be taken seriously, and it starts with adding that professional edge to our products and services.

Connct with Whitney Steen:

Website: https://wlsmakesstuff.com/

Wholesale: https://wlsmakesstuff.com/wholesale

Insatgram: https://www.instagram.com/wlsmakesstuff

Self-Publishing Incubator (SPI):

Website: https://selfpublishingincubator.com/

Author's Showcase SPI: https://selfpublishingincubator.com/author-showcase

Laureen Smith Tourmaline and Thyme, Winter Whispers Book: https://fg.tourmalinethymequilts.com/winter-whispers-book-waitlist/

Georgia Olson (Lucet Braiding) Website: https://www.threadandwood.com/

Chapters:

00:49 Exploring the Role of Tech Editing in Pattern Design

01:52 Upcoming Webinar on Writing and Publishing Books

01:52 Crafting Origins: A Journey Through Creativity

04:27 Turning Passion into Profession: The Birth of a Business

07:16 The Role of a Tech Editor: Ensuring Quality in Patterns

09:51 Understanding the Importance of Tech Editing

12:14 Tech Editors vs. Pattern Testers: Key Differences

15:49 Networking and Finding Clients in the Craft Industry

18:36 Building Relationships: The Editor-Designer Dynamic

21:26 The Self-Publishing Incubator: Supporting Diverse Crafts

31:23 Innovative Crafting: The Birth of a New System

33:19 The Role of Tech Editors in Craft Publishing

37:32 The Benefits of Creating a Book of Patterns

43:20 The Importance of Hobbies and Creative Work

47:17 Building Authority Through Publishing

51:25 Marketing Your Book: Strategies for Success

55:27 The Timeless Value of Craft Patterns

57:09 Invitation to the Webinar: Do You Have a Book in You?

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. https://www.heytori.tech/dmmc

Workshops Unleashed — My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Saremy Duffy is a pattern drafter, author, and instructor in the home sewing space — with a background in fashion design, garment production, and eight years on YouTube. Her new book, Fitopedia: An Encyclopedia of Fitting Adjustments for the Upper Body and Sleeve, is a pattern fitting book.

In this episode, Saremy shares her publishing journey through the Self Publishing Incubator (https://selfpublishingincubator.com/) - from feeling like her expertise was invisible ("constantly trying to sell myself") to finishing a book that finally made her feel secure. She talks about the loneliness of writing, the accountability meetings that kept her moving, and what it's like to realize people actually value your skill.

If you've ever thought about writing a book but weren't sure how to start — or if you're already halfway through and wondering how to finish — this episode is for you.

Episode Blog Post: https://www.heytori.tech/post/apatterndraftershiddenexpertise

Find Saremy:

• Website: https://sewsew.live/
• Instagram: https://www.instagram.com/sewsewlive/
• YouTube: https://www.youtube.com/sewsewlive

Buy Fitopedia: https://sewsew.live/collections/fitopedia/products/sew-sew-fitopedia

Amazon, Barnes & Noble, Walmart, and other booksellers

Enjoying the show? Leave a quick review.

Got a question you want answered on the podcast? Enter it here: https://forms.gle/4jMGWV9wTDVDNRx67

Resources & Programs

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — Whether you're just starting or scaling what's working, we work through strategy together: https://www.heytori.tech/dmmc

Workshops Unleashed — My book on turning your expertise into classes. Available wherever books are sold: https://www.heytori.tech/workshopsunleashed

Self-Publishing Incubator — A guided program for craft and fiber arts authors. https://selfpublishingincubator.com/

Blog — Monthly breakdown of what's new in social media for creative businesses athttp://heytori.tech/blog

Learn what you could write about and what it could mean for your business.

Think about the quilters, knitters, and crafters you consider experts in your field. The ones with influence. The ones people recommend. What do they have in common? They share their expertise in ways that stick—through teaching, speaking, writing, and sometimes publishing.

But here's what builds authority fastest: long-form content. And there's one format that opens doors nothing else can quite reach.

In this episode, Tori breaks down why books are a different kind of authority tool—and why you don't have to be a "real writer" to write one. She shares her own story with dyslexia and how Workshops Unleashed became a business asset that changed everything. You'll hear from authors in the Self-Publishing Incubator who are building their authority (and their businesses) the same way.

If you've ever thought "I should write a book but..." this episode is for you.

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Resources & Programs

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Blog — Monthly breakdown of what's new in social media for creative businesses athttp://heytori.tech/blog

In this special live coaching episode, Tori sits down with a Digital Marketing Magic Coaching Client, Rhonda Canning of Primetime Quilt Co, to answer one of the most important questions creative entrepreneurs face: what do you do after you launch?

Rhonda's story is one of resilience. After taking a three-year break from her pattern design business following her husband's illness and death, she decided to come back this year. With Tori's help, she launched her pattern "Twilight" — and now she's ready to grow. In this episode, you'll hear Tori coach Rhonda through the real strategies that build an email list and grow your audience through collaboration, community, and smart reuse of your work.

You'll learn:

• Seven concrete ways to grow your email list
• How to reuse content
• Why collaboration beats going solo

This is the first live-coached guest episode on Hey Tori, and Rhonda's openness about both her comeback and her real-time questions will show you exactly how these strategies work in practice.

Click here for the Free Webinar Sept 2th: Do You Have a Book in You?with Tori and the Self-Publishing Incubator

Resources and People mentioned:

• CELA (Creative's Email Launch Assistant) for launch sequences
• Relaunch Video by Tori McElwain
• Directories: Craft Industry Alliance, Global Quilt Connection, Academy for Virtual Teaching, Heartland Quilt Network
• Elizabeth Chappell Pattern Design Course(running for the last time in 2026)
• Angela Walters
• Self-Publishing Incubator with Tori McElwain, Whitney Steen, and Kaitlyn Fritsch

Connect with Rhonda:

Website: https://www.primetimequilt.com/

Instagram:@Primetime Quilt Co

Facebook: Primetime Quilt

Enjoying the show? Leave a quick review .

Got a question you want answered on the podcast? Click here — I read every one.

Resources & Programs

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy.

You pour your heart into every post. You share your story, your journey, your design choices. But your engagement stays flat. Here's what's happening: your readers are watching your story, not seeing themselves in it. Today we're breaking down the one-word shift that changes everything—and it starts with YOU. Learn how to reframe your copy so your audience feels like you're talking directly to them. (Spoiler: a DMMC member's reel went nearly viral when she made this one simple change.)

Jame's Wedmore's Conversion Cards

Chapters

00:00 Introduction to the power of language in marketing

02:02 The impact of shifting from I to you in content

03:19 How this language shift improves audience connection

08:05 Practical framework for applying the I to you shift

12:38 Real-world example: rewriting a social media post

16:54 Results from applying the technique to a reel

17:25 Actionable tip: test the shift in your own copy

18:33 Encouragement to experiment and observe results

19:08 About the Digital Marketing Magic Coaching Program

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Resources & Programs

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses athttp://heytori.tech/blog

You've mapped out your promotional calendar. You know when you're launching. But as you look at that plan, you realize: every promotion reaches only your own audience. Your own list. Your own followers.

How do you reach new people without spending money on ads? The answer is strategic collaborations—and it's one of the most underused leverage tools in the creative business.

In this episode, Tori walks you through:

• Why collaborations belong on your promotion calendar (and why you're leaving money on the table without them)
• The "Why You, Why Now" framework for approaching potential partners
• How to identify aligned collaborators—not just bigger audiences, but the right audiences
• The exact words to use when you reach out
• How to structure collaborations so everyone wins (and how to track results)
• Why quilting summits are driving hundreds to thousands of new subscribers right now

Build a Promo Calender Episode, click here.

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Resources & Programs

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses athttp://heytori.tech/blog

Stop wasting time wondering what to post.

You open your laptop on Sunday night ready to finally "get serious" about marketing. Forty-five minutes later, you've reorganized your Canva folders, watched three reels about hooks, and posted absolutely nothing.

Or you panic and post three things that have nothing to do with each other—no thread, no strategy, just noise.

Here's the thing: it's not a time problem, it's a decision problem wearing time's clothes.

In this episode, Tori walks you through the exact system she uses with DMMC members to plan your entire week's marketing in one focused hour (or batch it into one day per month), then execute in just 15 focused minutes per day. By the end, you'll know exactly what to post before you sit down—no more Sunday night spirals.

You'll learn:

• The three priority questions that tell you what to create each week
• How to pick one anchor piece of content and break it into multiple posts
• The rules that keep your daily posting time short and your consistency high
• How the Break-It-Up Bot automates repurposing for DMMC members

Blog Post Example "How to Add Borders"

Click here to see the Blog Post for this Episode.

Chapters

00:00 Getting Serious About Marketing

00:46 Understanding Marketing Time Management

02:08 Identifying Common Marketing Struggles

02:41 Setting Clear Marketing Goals

04:09 Diagnosing Marketing Challenges

06:07 Planning Your Marketing Strategy

07:54 Establishing Consistency in Marketing

08:21 Defining Your Marketing Priorities

09:30 Creating Cohesive Content Themes

11:33 Breaking Down Content for Social Media

13:16 Implementing a Monthly Content Strategy

15:05 Taking Action on Your Marketing Plan

15:05 Engaging with Your Audience

17:47 Staying Focused on Social Media

19:19 Using Existing Content Effectively

20:42 Leveraging Blog Posts for Marketing

23:12 Utilizing Tools for Content Creation

26:33 Streamlining Your Marketing Process

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Resources & Programs

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses athttp://heytori.tech/blog

Stop scrambling. You have multiple things to promote—patterns, classes, workshops, services—and you don't know what to launch when. So you react, improvise, and feel overwhelmed.

Here's a proven planning method I've used in DMMC coaching for years: the promotion calendar. It's not rigid, it builds in rest, and it sets your entire content strategy without the overwhelm.

In this episode, I walk you through exactly how I build mine—the framework, the timing, why you keep abandoning planning calendars, and how this one works with your life instead of against it. You'll see how one client went from juggling multiple business arms (subscription boxes, patterns, classes) to following a clear sequence—and how the stress just melted away. Plus, why starting with just 90 days might be exactly what you need right now.

Chapters

00:00 Introduction to the Promotion Calendar

02:02 Why Creative Entrepreneurs Need a Promotion Calendar

04:48 What Is a Promotion Calendar and Why It Matters

08:34 How to Build Your Promotion Calendar

10:37 Listing Your Offers and Big Events

12:41 Scheduling Launches and Rest Periods

17:01 Understanding Your Business Rhythm

19:12 Client Success Stories with Promotion Planning

22:55 Starting Small with a 90-Day Plan

24:20 Using Your Promotion Calendar to Guide Content and Marketing

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Resources & Programs

Learn more:http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Blog — Monthly breakdown of what's new in social media for creative businesses athttp://heytori.tech/blog

You posted "It's here — link in bio," refreshed your sales page about forty times, and… it was quiet. A couple of sales from the same handful of people who always buy. You didn't do anything wrong. You didn't launch — you announced. And those are two very different things.

This week we get clear on what a launch actually is, where the whole idea came from, and why sending one email and calling it done leaves so much sitting on the table. Tori breaks down the launch as an event with a build and a countdown (not a single moment), the two roads you can take — an email launch or a webinar launch — and which one fits teachers and designers best. Then she opens the books on her own Workshops Unleashed Book Club launch: the real numbers, including the parts that didn't go to plan.

In this episode:

• Why announcing and launching are not the same thing
• The launch as a countdown, not a liftoff — the rocket metaphor from Workshops Unleashed
• Email launch vs. webinar launch, and how to pick
• How long your launch should run, based on what you're selling
• The unfiltered numbers from Tori's own book club launch

Check out Launch by Jeff Walker

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Chapters

00:00 Introduction to Launching and Its Importance

02:11 What is a Launch? Defining the Concept

07:59 Common Mistakes: Confusing Announcement with Launch

10:02 The Full Launch: Building a Timeline

15:05 Rocket Launch Metaphor: Building Anticipation

18:50 Root of Launch Strategies: Jeff Walker’s Book

20:14 Pre-Launch, Launch, and Post-Launch Phases

21:55 Choosing Your Launch Method: Email vs Webinar

26:00 Planning Your Launch: Dates and Content

29:58 Case Study: Workshop Unleashed Book Launch

Resources & Programs

Learn more: http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at http://heytori.tech/blog

Four classes on email marketing. A Pinterest course you never finished. And 41 people on your list who haven't heard from you in months.

Nothing is wrong with you. But something is going on, and this week we name it.

I'm telling on myself a little in this one. I used to sell a course. I pivoted to coaching on purpose, because I watched too many people buy a whole program when what they actually needed was one person telling them which single thing to do next.

So we get into why buying another class is the most socially acceptable way there is to avoid marketing your work — and why procrastination isn't a time management problem at all. It's an emotion regulation strategy. Then there's the fluency illusion, which is my curriculum-and-instruction background talking: the study methods that feel best are the ones teaching you the least.

Underneath all of it sits one sentence. Marketing requires you to say out loud, in public: I made this, and I think it's worth your money. A class never asks that of you. That's exactly what makes it such a good hiding place.

Shownotes for this episode click here

Chapters

00:00 Tori's shift from courses to coaching

00:53 What coaching focuses on: next steps and action

01:45 The problem with endless course buying

02:20 Introduction to the podcast and Tori's background in learning

03:10 The common issue: procrastination and learning

07:02 Marketing fears: claiming your work and visibility

08:34 The safety of taking classes versus marketing

10:23 Learning methods that build durable skills

11:26 The importance of action over learning

12:35 Decision fatigue and choosing the right next step

13:26 The five stages of the Digital Marketing Magic Coaching Program

14:46 Why courses can't replace accountability

16:01 The value of training with a date and action plan

17:07 Evaluating whether you need another course

18:05 Using past courses effectively for your next step

21:54 The sequence of action: from learning to implementation

24:21 Success story: shifting from service to teaching

25:47 The importance of taking action before more learning

26:54 Making decisions based on action, not just learning

27:48 Introducing the Digital Marketing Magic Coaching Program

29:59 Final encouragement: take action now

Resources & Programs

Learn more: http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at http://heytori.tech/blog

Krista Russell went from her first sewing machine to running a long-arm quilting business, writing patterns, teaching classes, and operating a quilt shop—all in five years. She's the kind of person who sees an opportunity and figures it out. But building that fast creates a specific problem: you keep moving without designing. That's where accountability changed everything.

In this episode, Krista shares how the Workshops Unleashed book club kept her moving forward during a massive life transition (literally moving provinces mid-move), why deadlines matter more than inspiration for action-takers, and how she went from intimidated by curriculum design to launching evergreen mystery quilt series.

If you're juggling multiple income streams, building quickly, or wondering how to scale intentionally instead of just reacting, this episode is for you.

Show NoteBlog Post for Krista's Five Year Journey

Connect with Krista:

Visit her Website

Follow her on Facebook

Join the Book Club:

Buy the book Workshops Unleashed

Join the Book Club

Chapters

00:00 Introduction to Krista's Quilting Journey

03:06 From Hobby to Business: The Evolution of Krista's Quilting

06:02 Building a Community: The Importance of Local Connections

08:46 Joining the Book Club: A Step Towards Growth

11:59 Taking Action: The Impact of the Book Club on Krista's Business

14:55 Designing Workshops: Overcoming Challenges in Teaching

18:08 Creating a Curriculum: Tailoring Classes to Community Needs

21:07 Future Plans: Expanding Online and In-Person Offerings

24:25 The Journey of Teaching and Learning

27:32 Crafting Effective Teaching Strategies

30:00 The Importance of Student Perspective

31:56 Transitioning from Learner to Teacher

34:49 Marketing and Growing a Quilting Business

40:00 Navigating Challenges in Business Development

47:09 Future Projects and Innovations

Resources & Programs

Learn more: http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at http://heytori.tech/blog

My first-ever guest! Tonya of Memory Barn Studio makes fidget quilts for people with dementia, Alzheimer's, autism, and stroke recovery — and for years, people kept asking her, "Do you teach?" In this episode, she shares how she went from "someday" to eleven students signed up for her first class at a regional quilt show.

We talk about why she went through the Workshops Unleashed Book Club twice before she was ready (and why that's not failure), the free test class that gave her real feedback before anyone paid her, the library community room that solved her "no space to teach" problem, and the playful email marketing game she's using to grow her list. If you've been standing at the edge of teaching, this one's your nudge.

See the Accompanying Blog Post "Tonya Kept Saying "Someday I'll Teach" Then 14 Students Signed up".

Links:

• You can find Tonya at

Memory Barn Studio

Instagram @memorybarnstudio

Facebook

• Workshops Unleashed Book Club
• Grab the book: Workshops Unleashed
• Submit a question for the podcast

Chapters

00:00 Introduction to the Podcast and Guest

03:00 Tonya's Business Journey and Fidget Quilts

06:00 Transitioning from Hobby to Business

08:57 The Impact of the Book Club on Teaching

12:01 Feedback and Class Development

14:58 Conducting Test Classes and Community Engagement

17:53 Reflections on Teaching and Class Dynamics

21:49 Understanding Class Management and Student Engagement

23:58 Preparing for the Upcoming Class

26:15 Marketing Strategies for Classes

29:12 Growing Your Email List

32:25 Creating Engaging Activities for Students

34:55 The Importance of Community in Teaching

39:46 Advice for Aspiring Teachers

Resources & Programs

Learn more: http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at http://heytori.tech/blog

Your workshop is built — now what? Tori breaks down the two real paths to filling it: the Program Path (borrowing an audience through guilds and events) and the Content Launch and Newsletter Path (building your own). Plus a look at where to find the launch framework in the book Workshops Unleashed and in the Digital Marketing Magic Coaching Program using CELA, who drafts a full launch sequence. Join the Workshops Unleashed Book Club by July 18th.

Links Mentioned

• Get the Book, Workshops Unleashed: http://heytori.tech/workshopsunleashed
• Join the Free Book Club: http://heytori.tech/wubookclub
• Digital Marketing Magic Coaching Program: http://heytori.tech/dmmc
• Book a Free Strategy Session: http://calendly.com/quilt_patch/30min
• Submit Your Question

Chapters

00:00Launching Your Workshop: The Excitement Begins

02:50Marketing Strategies for Your Workshop

06:07Choosing the Right Path: Program vs. Content Launch

08:58Building Your Audience: The Importance of Email Lists

11:56Taking Action: Your First Steps to Success

This Week's Hey Tori Takeaway

Pick one path. Write one pitch email to a guild (Program Path) or the first “something's coming” email in your sequence (Content Launch Path). Twenty minutes, one email.

Resources & Programs

Learn more: http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at http://heytori.tech/blog

Episode Keywords

how to market a quilting workshop, guild lecture marketing, quilt teacher email launch, workshop launch sequence, newsletter for quilt teachers, digital marketing for quilt teachers, Workshops Unleashed book

You've said it before: “Someday, I'll teach a class.” In this Season 2 opener, Tori kicks off a 3-part series built around her book, Workshops Unleashed, breaking down why teaching is one of the fastest ways to turn your craft skill into income — and what's actually inside the book to help you do it.

Links Mentioned

• Get the Book: http://heytori.tech/workshopsunleashed
• Join the Free Book Club (July 18 – Sept 5, 2026): http://heytori.tech/wubookclub
• Free Workshop Guide: http://heytori.tech/freeguide
• Digital Marketing Magic Coaching Program: http://heytori.tech/dmmc
• Workshops Unleashed: The Community (Facebook Group): http://facebook.com/share/g/1DwRGr4uDq/
• Submit Your Question: Here

This Week's Hey Tori Takeaway

Finish this sentence: “People already ask me how to _____.” Write down the real answer — that's the seed of your workshop.

Resources & Programs

Learn more: http://heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at http://heytori.tech/blog

Episode Keywords (SEO)

how to teach quilting workshops, monetize quilting skills, workshop design for crafters, quilt guild workshop marketing, Workshops Unleashed book, quilting business book club, how to start teaching quilting, digital marketing for creative entrepreneurs