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Navigating the Messy Middle with digital marketing expert Kate Toon

My guest today is the matriarch for online business owners, Kate Toon. Kate is an award-winning misfit entrepreneur, who works with small businesses and big brands with powerful SEO, captivating content and digital marketing. She has navigated through the messy middle to grow a 7 figure business and has helped launch and grow thousands of businesses around the country.

In this episode, Kate is sharing her insight to guide you through the messy middle. We discuss Kate’s greatest business lessons, scaling her business, managing stress and the importance of patience.

Kate is also generously sharing what goes into a successful sales page. Remember, you don’t have to be doing what everyone else is doing. Stay true to your own ethics and values and your audience will respect you for it.

Kate’s expertise and experience are captivating and I’m so grateful to have her on the show today to share it with you.

Topics We Covered:

[2:46]: Kate shares her greatest business lesson. She has wasted so much time worrying about other people and be yourself.

[5:33]: Kate talks about her trademark as a Misfit Entrepreneur. In the early days, she tried to be perfect and it took confidence to learn you don’t have to be perfect all of the time.

[6:32]: Kate shares her boundaries.

[8:43]: Kate talks about scaling her business. Kate uses subcontractors in her business, she shares all of the roles in her team.

[11:26]: If you’re very passionate about your business, it’s easy to forget that you’re not the centre of everyone’s universe.

[13:00]: The sales page is the last stop. Everything you do before the sales page matters. You have to make sure your values are aligned, the features and benefits, the target audience.

[14:52]: Consider your funnel, the first point of contact, solving a problem, lead magnet, buy something low cost, and then the next point where they have trust and can buy bigger things.

[18:55]: One of the classic ways to open a sales page is Problem-Agitate-Solution. Another notion on sales pages is the scarcity idea (the stick). Scarcity works but you have to be true to the scarcity.

[21:58]: Come back to your ethics and value system in your sales method.

[22:22]: You don’t have to be doing what everyone else is doing.

[24:17]: If you can learn the formula to writing a sales page, you’ll see it everywhere. Writing your own sales page forces you to really understand your own product.

[26:43]: Patience is such an important part of being an entrepreneur.

[28:57]: Kate has done 3 launches already this year. She has put the hard years in and gone through the messy middle. Everything wasn’t perfect but it all gets so much better as you go forward.

[31:58]: Kate talks about how she manages stress. Understand who you are and make space for yourself. She sets very strict boundaries around her work times.

[34:03]: If you’re in the messy middle, there’s a light at the end of the funnel but there is a hard period.

[34:52]: Where to find Kate.

Links and Resources

Tune in today on

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About your host, Kristy

Hi, I'm Kristy, thank you for tuning in to the Run Your Business Like a Boss Podcast. My purpose for the podcast is to help Business Owner’s in the growth stage of business (messy middle) have a sustainable business, they love.


I’m an online business coach, based in Brisbane, Australia. I provide 1:1 business coaching, to Service Based Online Business Owner's and a group coaching program commencing in 2022. I believe whole heartedly that having a Business Coach is what gives you the competitive edge. As your coach I support you to overcome challenges quickly, uncover blindspots and make business decisions with confidence and clarity. All of which keeps you moving forward and maintaining momentum. 

As your Business Coach, my role is to help you organise and formulate your ideas, turn them into a goal and then into an actionable plan! All while meeting you where you're at and providing you relevant tools and support along the way.


Thank you for tuning in to the Run Your Business Like A Boss podcast!

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