In this solo episode, I'm giving you a behind-the-scenes look at where my clients actually come from, what's converting into paid work, and what I've learned from finally tracking my enquiries properly.

I share the surprising patterns I noticed around repeat clients and referrals and the role my podcast and Instagram relationships are playing in my business growth. I also chat about transparent pricing, why personal connection matters more than cold outreach for me, and what a high conversion rate might actually be telling you.

If you're a creative business owner wondering how to attract more aligned clients, this episode will give you an honest glimpse into what's working for me right now.

Key Takeaways

1. Repeat clients are a powerful sign of a healthy business One of the biggest sources of enquiries came from previous clients returning for more work, which says a lot about trust and client experience.

2. Referrals are still one of the best ways to get clients Personal recommendations continue to bring in highly aligned enquiries and strong-fit clients.

3. Content builds trust long before someone enquires Whether through Instagram, the podcast, or ongoing online conversations, many clients felt like they already knew Liz before reaching out.

4. Transparent pricing helps attract better-fit enquiries Having pricing guidelines on the website helps filter enquiries and leads to a much higher conversion rate.

5. Relationships matter more than cold marketing The common thread across most enquiries was some kind of personal connection or familiarity—not strangers finding the business out of nowhere.

Episode Highlights

00:30 – Why I started tracking where my clients come from 01:20 – The power of referrals, repeat clients & relationship-building 03:20 – How clients usually contact me (email, Instagram & WhatsApp) 04:35 – Why transparent pricing leads to higher conversions



I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley [https://www.instagram.com/lizmmosley/] or @‌buildingyourbrandpodcast [https://www.instagram.com/buildingyourbrandpodcast/] and I hope you enjoy the episode! This episode was written, recorded and produced by me

If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. [https://youtube.com/playlist?list=PLG1yTZfYZnjiWvVfq4h7UBNa5f1h244di&si=EytgquYf6zJ630rL]

If you enjoyed this episode please leave a 5* rating and review!

BTS: How Clients Find Me & Stay With Me

In this episode, I chat with Jeanetta Gonzales [https://www.jeanettagonzales.com/] a multidisciplinary artist, illustrator, surface pattern designer, and mentor to creatives . Jeanette shares her journey from the early days of graphic design (pre-internet!) to building a thriving career in art licensing and coaching .

We dive deep into the emotional side of creativity, discussing how to overcome imposter syndrome, why we often seek "permission" to follow our dreams, and how to spot the early warning signs of burnout .

If you need permission to REST this is the episode for you!

This episode is sponsored by Ivy Malik. Ivy has created a free training to help you understand how higher-paying clients actually think, behave and buy, so you can attract and sell to them more confidently. If you want sales to feel more natural (and less awkward), head to lizmosley.net/Ivy [https://ivymalik.com/lizmosley?utm_source=podcast&utm_medium=audio&utm_campaign=liz] to watch the free training.



Key Takeaways

The Confidence Connection: Most creative blocks; whether they relate to portfolio building or pitching, are rooted in a lack of confidence and the feeling of not being "good enough".

Permission is Personal: Many creatives stay stagnant because they are waiting for external permission to take the next big leap. Recognizing that you have the power to give yourself that permission is the first step toward action.

Creativity and Life are Intertwined: Unlike data-driven roles, creative work is deeply influenced by personal life events. It is essential to nurture your environment to protect your creative output.

Recognizing Burnout Early: Learn to identify when your creativity "nose dives" as a signal to rest before you hit total exhaustion.









Episode Highlights
 * 04:02: Navigating the "dot-com bomb" of 2000 and surviving economic uncertainty in the creative industry.
 * 06:55: The most common struggles Jeanetta sees in her 10 years of coaching artists.
 * 09:42: Why we look for "permission" and how a coach provides a safe space for creative growth.
 * 13:50: Practical advice for working through a "funk" or a period of low creative confidence.
 * 15:59: Identifying the "alarm bells" of burnout and the importance of rest.
 * 19:10: How to handle comparison and "negative voices" from the past that hinder your current work.



About the Guest
 * Website: jeanettagonzales.com [http://jeanettagonzales.com/]
 * Instagram: @nettdesigns [https://www.instagram.com/nettdesigns]

Mentioned in the Episode
 * Ivy Malik: Sales coach and mentor (Free training at lizmosley.net/ivy [https://ivymalik.com/lizmosley?utm_source=podcast&utm_medium=audio&utm_campaign=liz] ).
 * UCLA: Where Jeanetta attended art school
 * Software Tools:

Permission to Pivot: Building a Sustainable Creative Business with Jeanetta Gonzales

In this solo episode, I'm chatting about something that has become increasingly important in both my business and personal life: the power of saying no.

As a recovering people pleaser, learning to set boundaries, turning down opportunities, and stop over-explaining myself hasn't come naturally; but it has been incredibly empowering. I share some of the mindset shifts that have helped me become more confident in saying no, why being "too available" can sometimes work against you, and how protecting your peace is often more valuable than saying yes to every opportunity that comes your way.

If you struggle with boundaries, guilt, or fear of missing out, this episode is for you.

Key Takeaways

1. Saying no builds confidence The more you practise saying no to things that aren't aligned, the more empowered and self-assured you become.

2. You don't have to over-explain your boundaries "No" is a complete sentence; and resisting the urge to justify yourself can be surprisingly freeing.

3. Being too available can lead to burnout Constantly saying yes and always being accessible can create unhealthy expectations in both work and personal relationships.

4. Protecting your peace sometimes means turning down good opportunities Not every exciting opportunity is the right opportunity for this season of your life or business.

5. Scarcity thinking keeps us stuck saying yes The fear that "nothing else will come along" can lead to overwhelm, but every no is proof that more opportunities will still come.

Episode Highlights

01:15 – Recovering from people pleasing & setting boundaries 03:00 – How being too available changes people's perception of you 05:00 – Scarcity mindset, burnout & fear of missing opportunities 06:30 – Why saying no can actually feel empowering 08:00 – The next challenge: saying no to opportunities I do want



I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley [https://www.instagram.com/lizmmosley/] or @‌buildingyourbrandpodcast [https://www.instagram.com/buildingyourbrandpodcast/] and I hope you enjoy the episode! This episode was written, recorded and produced by me

If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. [https://youtube.com/playlist?list=PLG1yTZfYZnjiWvVfq4h7UBNa5f1h244di&si=EytgquYf6zJ630rL]

If you enjoyed this episode please leave a 5* rating and review!

The Power of Saying No

Today's episode is sponsored by Adobe Acrobat. I've been using PDF Spaces to turn my podcast transcripts, show notes and guest info into ready-to-share content for Instagram and LinkedIn; quickly and securely. It also makes collaboration easy and helps me spot trends across episodes. Try it at lizmosley.net/acrobat [https://creatorlink.shop/4dmfR8h]

In this episode, I'm joined by business coach and launch expert Teresa Heath-Wareing to break down what launching really means and how you can use it to grow your business, no matter what you have to offer.

I know that it's not uncommon to feel like "launching isn't for me" if you don't run a course or maybe you feel confused by all the online marketing jargon, but my hope is that this episode will give you clarity. We explore how launching is simply a strategic marketing campaign, why every business owner can benefit from it, and how to create a launch that feels aligned, ethical, and effective for your brand and business.

We also dive into realistic launch expectations, conversion rates, and why comparing your results to others can hold you back. Whether you're a service provider, product-based business, or course creator, you'll walk away with practical insights to help you plan your next launch with confidence.

Key Topics Covered
 * What a launch actually is (and what it's not)
 * How to create a successful launch strategy
 * What a "launch experience" is and why it matters
 * Realistic launch conversion rates and expectations
 * How to launch without feeling salesy or pushy
 * Why visibility is key during a launch
 * Common launch mistakes and how to avoid them
 * How to tailor your launch to your business model

Key Takeaways
 * Launching is just a marketing campaign You don't need a brand-new offer; launching is about intentionally promoting something over a focused period.
 * Every business can (and should) launch From product-based businesses to service providers, launches are simply structured ways to create momentum and sales.
 * A strong launch focuses on experience, not just selling Webinars, challenges, email campaigns, and content all help build connection and trust before the sale.
 * Launches boost visibility; even beyond sales Showing up consistently during a launch increases brand awareness and keeps you top of mind.
 * Conversion rates are lower than you think Most launches convert between 1–8%, so small numbers can still mean a successful launch.
 * There's no universal launch formula Your audience size, offer type, pricing, and positioning all impact your results; customisation is key.
 * Big launches require bigger inputs High-revenue launches often involve larger audiences, ad spend, or more intensive selling strategies.
 * Your results reflect your input and your priorities More effort usually leads to better results, but you get to decide what level of effort feels right fo

Creating a Launch Experience with Teresa Heath-Wareing

In today's solo episode, I'm sharing something that has become a real mission for me: being a visible, relatable middle-aged woman in the design industry. I talk candidly about feeling excluded early in my career, the sexism and self-doubt I experienced, and how starting my own business completely changed my ambition and belief in what was possible.

Key Takeaways
 * You don't have to fit the industry stereotype to belong The creative industry can feel intimidating, exclusive, or overly curated, but there is space for different voices, personalities, and paths to success.
 * Visibility matters more than you realise Sometimes simply seeing someone who looks like you, sounds like you, or shares your experience can completely change what feels possible.
 * Your ambition can evolve later in life You are not "too late." Growth, confidence, and big opportunities can happen in your 30s, 40s, and beyond.
 * Honest storytelling creates connection People don't just need inspiration; they need relatability, reassurance, and permission to believe they can do it too.

Episode Highlights
 * 02:00 – How starting a business changed my ambition
 * 03:00 – Why visible older women in design matter
 * 04:00 – The moment that clarified my mission
 * 04:40 – Relatability vs perfection online
 * 05:45 – Why I want to stay visible in the industry
 * 06:10 – Career success after 40
 * 07:00 – Encouraging the next generation of designers
 * 08:15 – Final reflections & questions for listeners

I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley [https://www.instagram.com/lizmmosley/] or @‌buildingyourbrandpodcast [https://www.instagram.com/buildingyourbrandpodcast/] and I hope you enjoy the episode! This episode was written, recorded and produced by me

If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. [https://youtube.com/playlist?list=PLG1yTZfYZnjiWvVfq4h7UBNa5f1h244di&si=EytgquYf6zJ630rL]

If you enjoyed this episode please leave a 5* rating and review!

The New Mission I Have Recently Discovered

This week I'm joined by my friend CJ Cawley [https://www.cjcawley.com/]; branding designer, content creator, and one of the most genuinely honest voices in the design space. In just three years, CJ went from quitting his job with minus money in the bank to running his own studio, hitting 100K on YouTube, and building an audience of hundreds of thousands not by gaming the algorithm, but by refusing to be anything other than himself.

We talk about the real cost of growing a following (it's not all good news), why vulnerability beats polish every time, the wild story of someone who AI-cloned his entire identity, and how getting clear on what you actually want from life is the only real strategy that matters.

If you've ever felt like social media is full of people showing you how great they are while you sit there feeling behind then give this episode a listen!!

This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out.

Head to lizmosley.net/SLTF [https://lizmosley.net/SLTF] and use the code LIZxSLTF for 20% off.

Key Takeaways
 * The cost of not making the video is greater than making the video. When motivation fails, reframe it as a cost-benefit question. What's the real price of staying stuck?
 * Be the thing you couldn't find. CJ built his audience by creating content for the younger version of himself; someone who couldn't find a relatable, honest designer online. Who are you making content for?
 * Authenticity isn't a strategy, it's the only thing that scales. Showing your mistakes, your process, and your genuine confusion builds deeper trust than any highlight reel ever could.
 * A big following comes at a cost nobody talks about. The same audience that opens doors can paralyse your creativity. Growth always has a price and knowing that upfront really helps!
 * You don't need to be on every platform, but you do need to love the ones you're on. If you're not consuming content on a platform, you probably shouldn't be creating for it either.
 * Define your 'North Star' before anything else. Can you visualise exactly what your dream life looks, smells, and feels like? That clarity and focus is what makes every uncomfortable action worth taking.
 * Strategy is just a plan. It's not a fancy concept. You identify what you want, you make a plan to get there. That's it. Don't let jargon make it feel bigger than it is.



Episode Highlights
 * 01:50 CJ's story: 12 years in design, agency life, going freelance three years ago
 * 04:28 The first year: no clients, no money, and why he finally gave social media a chance
 * 07:38 How one video led to his first paying client and why documenting the messy truth resonated
 * 10:00 Why you need to consume content on a platform be

Just Make The Video with CJ Cawley

In this episode, I'm sharing a behind-the-scenes debrief from my time at OFFF Festival in Barcelona; one of the world's most inspiring creative conferences. I chat about the standout talks and industry trends (including honest conversations around AI) and the power of community and creative energy. This episode is a reflection on what really matters as a creative business owner.

Key Takeaways
 * Creativity is still deeply human (even in the age of AI) Many top creatives aren't rushing to replace their craft with AI; they genuinely love the process, problem-solving, and hands-on work.
 * Your struggles are more universal than you think From failure to difficult clients to self-doubt; hearing industry leaders share similar challenges is a powerful reminder that you're not alone.
 * Community > content While the talks are inspiring, the real value often comes from conversations, relationships, and connections built with other creatives.
 * Inspiration needs action It's easy to feel motivated after events like this, but the real growth comes from actually trying something new (even imperfectly).

Episode Timestamps
 * 00:30 – What is OFFF Festival?
 * 01:00 – The unique "festival" atmosphere
 * 03:00 – Favourite sessions & panel insights
 * 04:50 – Creative attitudes towards AI
 * 06:40 – Universal struggles in creative work
 * 07:50 – Inspiration from animation & design
 * 09:50 – Standout creative direction & visuals
 * 11:00 – Why relationships matter most
 * 13:20 – Final reflections & honest feedback

Mentioned in The Episode

 * Katy Cowan Episode https://buildingyourbrand.net/episode/creative-boom-16-years-of-championing-creatives-with-katy-cowan/
 * Snask https://snask.com/
 * Uncommon Creative Studio https://www.uncommon.studio/
 * Creative Boom https://www.creativeboom.com/



I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley [https://www.instagram.com/lizmmosley/] or @‌buildingyourbrandpodcast [https://www.instagram.com/buildingyourbrandpodcast/] and I hope you enjoy the episode! This episode was written, recorded and produced by me

If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. [https://youtube.com/playlist?list=PLG1yTZfYZnjiWvVfq4h7UBNa5f1h244di&si=EytgquYf6zJ630rL]

If you enjoyed this episode please leave a 5* rating and review!

Inside OFFF Festival- What I Learned as a Creative Business Owner

In this episode, I chat with Michael Bruny-Groth, the founder of The Logo Package. Michael created a tool that has become a staple for logo designers worldwide, but behind the "overnight success" lies a story of immense sacrifice, strategic pivots, and radical vulnerability.

Michael shares the behind-the-scenes reality of running a software company, including the personal toll of scaling and his bold decision to run a "Pay What You Want" Black Friday campaign rooted in deep, personal storytelling.

This is a refreshingly honest look at what it actually takes to build and maintain a successful brand in the design space and I had so much fun recording it!

This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out.

Head to lizmosley.net/SLTF [https://lizmosley.net/SLTF] and use the code LIZxSLTF for 20% off.

Key Takeaways
 * The Power of Vulnerability: Sharing the "messy middle" of your business journey can create a deeper connection with your audience than any polished marketing campaign.
 * Problem-First Product Design: The Logo Package succeeded because it solved a hyper-specific, time-consuming pain point for designers: the tedious process of exporting logo files.
 * Redefining "Success": High revenue doesn't always equal high personal happiness; Michael discusses the importance of aligning business growth with personal well-being.
 * Experimenting with Pricing: The "Pay What You Want" model can be a powerful way to re-engage an audience and lower the barrier to entry while maintaining brand integrity.
 * The Myth of Passive Income: Running a software business requires constant maintenance, customer support, and technical updates—it is rarely truly "passive."

Episode Highlights
 * 02:15 - The "Why": Solving the nightmare of manually exporting 100+ logo files.
 * 08:40 - The transition from being a full-time designer to a software founder.
 * 15:30 - The reality check: When business success leads to personal burnout.
 * 22:10 - The Black Friday pivot: Moving away from traditional discounts to a "Pay What You Want" model.
 * 31:45 - Why Michael chose to share his personal financial and mental health struggles with his email list.
 * 40:12 - Navigating the technical challenges of maintaining software in an ever-changing Adobe ecosystem.
 * 52:20 - The future of The Logo Package and Michael's focus on sustainable growth.
 * 01:02:15 - Why Michael is "done" with LinkedIn and focusing on platforms that feel authentic.

About the Guest
 * Michael Bruny-Groth is the creator of The Logo Package Express and The Logo Package Portal.
 * Website: The Logo Package [https://www.thelogopackage.com]
 * Instagram: @logopackag [https://www.instagram.com/logopackage]

Beyond the Shiny Finish: Scaling, Sacrifices, and Software with Michael Bruny-Groth

A behind-the-scenes look at the real, unfiltered juggle of running a business while raising a family. In this episode, I'm sharing the contrast between big career moments and the everyday realities of motherhood, plus the systems, support, and mindset shifts that make it all possible.

Key Takeaways
 * The "highlight vs reality" contrast is normal You can go from career highs to cleaning up sick (or dealing with nits) overnight. Both can exist and that doesn't diminish your success.
 * You don't have to do it all alone Support systems; whether that's a partner, family, freelancers, or automation, are often the hidden foundation behind sustainable businesses.
 * Boundaries are essential (but hard) Switching off from a creative business isn't easy, but protecting your time (especially with family) is key to long-term wellbeing.
 * Simplify your to-do list to feel progress A never-ending list leads to burnout. Focusing on just 3 priority tasks a day can create momentum and satisfaction.

Episode Highlights
 * 01:00 – Career highs vs everyday mum life
 * 03:00 – Flexibility and family priorities
 * 04:10 – Struggling to switch off from work
 * 05:40 – Overwhelm and managing your to-do list
 * 07:00 – Why "doing it all" is a myth
 * 08:10 – Systems, outsourcing & automation
 * 10:10 – Flexibility, trade-offs & ambition

Mentioned in the episode

 * Esther Young's Episode [https://buildingyourbrand.net/episode/ditching-why-how-to-coach-yourself-to-a-thriving-business-with-esther-young/]
 * Dubsado [https://www.dubsado.com/login]
 * How I edit my videos YouTube vid [https://youtu.be/oPp63cxy0dE?si=fA2HZ8yBH8dL-1mM]

I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley [https://www.instagram.com/lizmmosley/] or @‌buildingyourbrandpodcast [https://www.instagram.com/buildingyourbrandpodcast/] and I hope you enjoy the episode! This episode was written, recorded and produced by me

If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. [https://youtube.com/playlist?list=PLG1yTZfYZnjiWvVfq4h7UBNa5f1h244di&si=EytgquYf6zJ630rL]

If you enjoyed this episode please leave a 5* rating and review!

How I juggle motherhood and running a business

Today on the podcast I chat with Lauren Harvey, who is the owner and founder of Full Stop Accounting [https://www.fullstopaccounts.co.uk/] with her husband, Alex. I think so often we view running a business as a very linear journey, but often it doesn't really look like that.

Over the last 15 years of owning their business, Lauren and Alex started off with just Lauren, grew to a team of 10, and then intentionally scaled back down again to just the two of them. We talk about that experience, how they had to unlearn the traditional narrative of "success," and the new niche they've settled into.

We also discuss what it is really like working with your life partner, why they opened a stationery shop, and why we all need to start making decisions based on data rather than our feelings.

I always love to hear other people's experiences of finding their own way, and I hope this episode encourages you to build a business that feels right for you.

This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out.

Head to lizmosley.net/SLTF [https://lizmosley.net/SLTF] and use the code LIZxSLTF for 20% off.



Key Takeaways:

 * Growth doesn't always mean bigger: Society often tells us that business growth means more staff and higher turnover. Lauren shares why she scaled her team from 10 people back down to just her and her husband, and how doing so led to a more profitable and peaceful life.
 * The power of niching: After 15 years, Lauren and Alex decided to niche down specifically to husband-and-wife (or life-partner) businesses. It allows them to serve clients using their own unique lived experience of running a business with a spouse.
 * Working with a life partner: Running a business with your spouse brings unique challenges and benefits. Lauren explains how it allowed them to manage a single shared diary around childcare, but also how they had to work hard to ensure the business didn't completely take over their relationship.
 * Stop letting feelings dictate finances: It is incredibly common to make business decisions based on how we feel on a particular day. Liz shares an anecdote about almost dropping an income stream based on a "feeling," only to realise the data proved it was highly profitable. As Lauren says, your bank account doesn't lie.
 * You can be a creative AND a numbers person: We often like to put ourselves in boxes. Lauren challenges the narrative that creatives "aren't good at numbers" and encourages everyone to rewrite that negative story to take control of their business's profitability.

Episode Highlights:



04:14: Why Lauren and Alex decided to niche down to husband and wife business teams .



07:58: Overcoming the fear of niching and putting "all your eggs in one basket"

10:53: The reality of running a business with a life partner

Redefining Growth: From a Team of 10 to a Team of Two with Lauren Harvey

Graphic Designer Liz Mosley wants all you small business owners to build
businesses that you LOVE and feel confident about promoting. Through her decade
of branding and design experience and with the help of her guests, she shares
top tips to take the fear out of selling and building your brand. Produced by:
Lucy Lucraft (Instagram @lucylucraft Cover illustration: Matt Joyce (Instagram
@mattjoyce_illustrator)

Building your Brand