Feeling stuck in your marketing? You might be missing one crucial piece — really knowing who your ideal client is. Like, really knowing.

Episode Summary:
In this heart-and-strategy-packed episode of Daring Dreams, Hayley Bohan sits down with Tara J. Blackmore, certified personal trainer, holistic nutritionist, and founder of Clover’s Training & Nutrition — to talk about how getting clear on her ideal client transformed everything in her business. From confused messaging and social media overwhelm to a fully booked calendar and the most successful summer of her career — all without increasing her marketing. (Yes, really.)

Together, they dive into:

• Why narrowing her niche didn’t mean narrowing her impact — it multiplied it.

• How Tara used Hayley’s buyer persona process to discover who she actually serves best.

• The surprising insights she learned from client interviews (even when she thought she already knew the answers).

• How she changed her messaging to match what her dream clients actually needed to hear.

• Why “success without setbacks” became her signature approach.

• The marketing mindset shift that led Tara to post less and grow more.

Whether you’re a service-based entrepreneur, wellness professional, or just tired of marketing that doesn’t feel like you — this episode will give you clarity and confidence in how you show up.

Resources & Mentions:

• Hayley’s Buyer Persona Course (the one Tara took!)

• Follow Tara on Instagram: @taradayeprotrainer

• Connect with Hayley Bohan on Instagram: @hayley_bohan

If you're spinning your wheels online or not connecting with the right people, it might be time to go deeper — not broader. Tune in now and learn how narrowing in can open big doors.

• (00:00:01) - Daring Dreams: Tara J. Blackmore
• (00:00:53) - How Personal Training Went From Gym to Business
• (00:02:43) - The Process of Developing the Clover Training Brand
• (00:04:34) - How To Become a Real Client's Ideal Client
• (00:05:06) - Identifying the clients you can work with
• (00:06:25) - The Process of Identifying Your Perfect Client
• (00:11:24) - Private Training Coach and Entrepreneur
• (00:13:09) - How long does it take to become fully-time employee?
• (00:13:57) - Starting a Business on Your Own
• (00:16:43) - You Started Marketing Less
• (00:21:17) - Personal Trainers on Social Media
• (00:22:20) - Your Wellbeing Coach and Personal Trainer
• (00:24:28) - Plant Your Feet:

If traditional marketing feels like a noisy echo chamber of reels, funnels, and fake connection — this episode will feel like a breath of fresh, ocean air.

In today’s episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Sonia Strobel, co-founder and CEO of Skipper Otto, one of the first community-supported fisheries in the world. Sonia isn’t just selling seafood — she’s redefining how we market, how we connect, and how we build lasting loyalty through genuine relationships. From launching Skipper Otto on a scanned-photo website and 40 mailed-in checks to building a thriving B Corp with over 8,000 members and 45 fishing families, Sonia’s story is full of inspiration, grounded leadership, and marketing wisdom rooted in purpose.

What We Cover in This Episode:

• How Skipper Otto flipped the seafood industry by putting people and sustainability first
• The marketing power of storytelling and actually knowing your customer
• Why Sonia focuses on relationship-building over ad budgets — and gets 80% year-over-year retention The systems Sonia built to support team trust, leadership, and long-term growth
• How Skipper Otto uses customer-fisher connection as their secret marketing weapon
• Creative campaigns that build emotional bonds (hint: secret Santa letters from customers to fishers!
• Why purpose-built businesses need to define “enough” and ignore the growth-at-all-costs model
• Sonia’s approach to letting go of control as a founder — and why it’s crucial for scaling with soul

Marketing Takeaways You’ll Love:

• Marketing is trust-building.
• Relationship-first companies don’t need aggressive funnels — they build movements.
• Genuine connection > algorithmic tricks.
• What Sonia’s doing can’t be faked — and that’s exactly why it works.
• Embrace slow marketing. You don’t need to “go viral” to create deep, lasting impact.

More About Sonia Strobel & Skipper Otto: Sonia is a former high school teacher turned trailblazing entrepreneur. Since 2008, she’s led Skipper Otto in reshaping the seafood industry with values like transparency, community, and living wages. She’s also a passionate advocate for food system reform, small-scale fishers, and mentorship for purpose-driven businesses.

Resources & Links: Learn more or become a member at skipperotto.com Follow Skipper Otto on Instagram@skipperotto Connect with Sonia Strobel on LinkedIn Check if Sonia’s service area includes your region — and sign up for updates at skipperotto.com.

Connect with Hayley Bohan: ✨ Website: marketingonpurpose.ca Instagram: @hayley_bohan

Loved this conversation? Share this episode with a business buddy who’s tired of soulless marketing. And don’t forget to subscribe so you never miss a dose of heart + strategy.

If your podcast is lighting up your soul but draining your time without results—you’re not alone. In this episode, Hayley Bohan sits down with marketing and visibility strategist Kimberly Spencer to explore how to turn your platform into a purposeful, profit-aligned asset.

Guest Intro: Kimberly Spencer is an award-winning high-performance, trauma-informed coach, TEDx speaker, founder of Crown Yourself® and CEO of Communication Queens, and the bestselling author of Make Every Podcast Want You, which was named one of the "Top Books of 2024 to Change Your Life" by Foureva Media in NYC’s Times Square. She's been featured on Netflix, The CW, ESPN, Thrive Global, NPR, and Forbes—and she's here to help you rethink how visibility and subconscious identity shape your results.

What You’ll Hear in This Episode:

️ How Kimberly generated over $250K in business from guest podcasting Why her agency model wasn’t sustainable—despite “success” on the outside ⚙️ The strategic decision to restructure her business to protect profit & peace How subconscious blocks around guilt, identity, and visibility can cap growth Why your podcast (or book!) should be your #1 lead magnet The 3 types of guests that grow your business—not just your download count How to detach your self-worth from your business outcomes (without losing drive) The “avoidance list” tool that uncovers your next bold move

Mentioned in the Episode:

• Make Every Podcast Want You by Kimberly Spencer
• Crown Yourself® Coaching
• Communication Queens
• Blue Ocean Strategy by W. Chan Kim & Renée Mauborgne

If you’re ready to let your podcast work double-duty—building your brand and your bottom line—don’t miss this episode. And don’t forget to share it with a fellow dreamer who's building visibility with heart and strategy.