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.

What happens when you combine marketing strategy with radical empathy?

In this episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Kerri Carroll, founder of KC’s Clutter Cure, to explore how real connection, clear differentiation, and genuine purpose can drive a business forward even in the most non-traditional of niches.

Kerri didn’t set out to become a decluttering expert. But through a background in psych nursing, a passion for people, and a curiosity about human behaviour, she built a business that helps clients navigate hoarding and squalor with compassion and strategy. And she did it all in her 50s, by leading with service, leaning into visibility marketing, and identifying a differentiator most others would avoid.

In this episode, you’ll learn:

• How to identify a market gap and confidently niche into it even if it's emotionally sensitive
• What it really means to build a trauma-informed, service-based brand
• Why word-of-mouth and visibility are still your best marketing tools
• What to do when someone disses your clients on social media (or disses you)
• The mindset shift every solopreneur needs when starting later in life
• How in the depths of despair, you too can rise.

This isn’t a “build your business in 30 days” kind of episode. It’s a real, honest look at what it means to show up for your clients, build trust, and stand out in a deeply human way.

Meet Kerri Carroll Founder | Speaker | Coach | Advocate for Transformational Change

Kerri Carroll is the founder of KC’s Clutter Cure, a professional organizing and coaching business that helps people move beyond physical, emotional, and lifestyle clutter. With a background in psych nursing and executive leadership, and a sharp eye for human behaviour, she brings empathy and practicality to one of the most overlooked service sectors in small business.

KC’s Clutter Cure specializes in hoarding, squalor, and chronic disorganization — but what Kerri really helps her clients declutter is shame. And she’s building a standout brand while doing it.

Learn more on Kerri's Facebook page.

Mentioned in this episode:

1. Hayley’s Book: Brand-Worth-Loving: How to Build an Authentic Small-Business Brand that Inspires
2. Build Your Buyer Persona Course

Takeaway Thought: If you’ve ever wondered whether your business is “different” in a way that might make it harder to market, this episode will show you how that difference can become your greatest strength.

In this powerful episode of Daring Dreams, Hayley Bohan sits down with Darren Dawson, founder of Common Sense Defense for Women. Darren didn’t start a business because he wanted to — he started it because someone had to. After 15 years on the frontlines as an RCMP officer, witnessing the aftermath of violence against women, Darren knew he couldn’t just respond — he needed to prevent. But building a purpose-driven business is one thing. Marketing it? That’s a whole other story.

Tune in for a heart-led, strategy-rich conversation where Hayley gives real-time marketing advice to help Darren get his mission in front of the women who need it most. From identifying his ideal customer to ditching discounts and leaning into emotional messaging, this episode is packed with strategic gems for entrepreneurs who are driven by more than just profit.

In this episode, you’ll learn:

• Why Darren created a self-defense course just for women — and what makes it different
• The marketing mistake many purpose-driven businesses make (and how to fix it)
• How to shift your mindset from “discounts” to “emotional connection”
• The power of partnerships and how Darren used them creatively to gain visibility
• What to do when social media isn’t working, and where to focus instead
• Why identifying your real ideal customer changes everything

About Darren Dawson:

Darren is a retired RCMP officer and the founder of Common Sense Defense for Women, a six-hour course designed to empower women with simple, practical skills to stay safe. His mission? To teach as many women as possible how to protect themselves — physically and mentally — in a world that too often leaves them vulnerable.

Connect with Darren:

Common Sense Defence Website

Facebook

Instagram

Mentioned in this episode:

Big Magic by Elizabeth Gilbert

CPR/First Aid training partner: Life Start

Buttercup Cookie Lady collab (Moncton, NB)

✅ If you’re a purpose-driven entrepreneur struggling to turn your passion into visibility, this episode is for you. And if you believe in Darren’s mission, share this episode — you might help someone take the course that changes everything.

Are you thinking about launching a podcast — or already have one, but feel like you're shouting into the void? In this episode, Hayley Bohan sits down with podcast producer and strategist Joel Oliver, founder of East Coast Studio, to dig into what really makes podcasting an effective marketing strategy, not just a content channel.

From choosing your niche to repurposing one episode into a week’s worth of content, Joel breaks down what it actually takes to build an audience, grow trust, and (yes!) turn listeners into paying customers. Whether you're just starting out or already publishing weekly episodes, this one will help you podcast with a purpose.

Meet Our Guest: Joel Oliver is the founder of East Coast Studio, a full-service podcast production company focused on helping health and wellness entrepreneurs launch and grow impactful shows — without the overwhelm. He’s also the host of Profits Through Podcasting, and a big believer in aligning marketing with what you actually love doing.

What You’ll Learn in This Episode:

• Why podcasting works best when it’s part of your marketing funnel
• The biggest mistake most podcasters make (and how to avoid becoming part of the 93% who quit)
• How Joel’s own health scare forced him to delegate and build a scalable business
• The four “growth pathways” to promote your podcast like a pro
• Why niching down can supercharge your podcast and your marketing strategy
• Tools and tactics Joel recommends to repurpose your podcast into reels, blogs, and beyond
• How to build trust and community — not just listeners

Marketing Strategy Takeaways:

1. Podcasting is a content engine — but only if you repurpose it smartly.
2. Delegate what drains you to stay consistent and focused on high-value marketing.
3. Use your podcast to build trust and warm up leads for your actual offer — not random sponsors.
4. Niche podcasts convert better. Clarity in who you serve = better reach and results.

️ Resources Mentioned:

East Coast Studio

Profits Through Podcasting (Joel’s podcast)

Connect with Joel

LinkedIn

Instagram

If you’ve been sitting on the idea of starting a podcast (or struggling to grow one), this is your sign to take the leap — with a strategy. Listen now and let’s turn your content into a client magnet.

Ever feel like your brand won’t grow unless you turn your life into content? This episode is your permission slip to do it differently.

️ Guest Introduction: In this episode of Daring Dreams, Hayley Bohan sits down with Shanna Truffini, the creator of You Are A Gardener® and the Pull Your Weeds® movement. What started as a personal moment with her kids turned into a mission-driven platform that’s now reached over 25,000 students and educators through books, blogs, school assemblies, and emotional empowerment tools. Shanna shares how she built all of it — while working another full-time job — and why she’s chosen not to be the face of her brand.

What You'll Learn:

• Why Shanna intentionally pulled back from being front-and-center in her brand — and how it created more space for others to connect
• How she built a message-first platform with no full-time team Her favorite marketing tools (yes, Canva is one of them — and it’s not just for design)
• Why newsletters and referrals are still her top growth channels
• What she avoids on social media — and why How gratitude, creativity, and purpose help her stay consistent
• What advice she gives to aspiring entrepreneurs (hint: it starts with passion, not the perfect plan)

Resources Mentioned:

You Are A Gardener® – Explore the book, blog, and school programs

Talk-A-Dot – Recommended tool for speaker feedback and referrals

Feeling inspired to grow something that feels good and does good? Check out youareagardener.com to grab the book, join the newsletter, or book a school program.

Don’t forget to subscribe, review, and share if this episode spoke to you!

What if the most daring decision of your life — stepping away from college to help your best friend with terminal cancer — ended up launching a viral movement, saving lives, and building the foundation of a purpose-fueled marketing agency? That’s exactly what happened to Dillon Hill, founder of CosmoForge.

In this heart-forward, strategy-rich episode, Dillon joins Hayley Bohan to share his inspiring entrepreneurial journey, the lessons learned from running viral campaigns, and how small businesses can leverage both CRM systems and social purpose to build strong, scalable brands. From selling cake pops to raising $250K and breaking a world record, to helping service-based businesses track what really matters — Dillon’s story is proof that purpose drives support, and that big dreams, backed by strategy, can absolutely change the world.

In This Episode:

• The true story behind My Best Friend’s List and how it went viral
• How purpose became a cornerstone in Dillon’s business philosophy
• Dillon’s definition of “charitable marketing” — and why it works
• The role CRM plays in simplifying small business operations
• How to identify bottlenecks in your sales funnel
• What most business owners get wrong about marketing metrics
• Dillon’s approach to onboarding (and giving back at the same time)

Top Marketing Strategy Takeaways:

✔️ Purpose drives support. Lead with meaning and people will rally around your mission — customers, team members, and even the media.

✔️ Know your benchmarks before you launch. Success isn't a vibe — it's a number. Define it early so you know when something's working or needs adjusting.

✔️ CRM systems do the heavy lifting. Free up your brain and eliminate chaos. A CRM captures leads, tracks conversations, and keeps your follow-up consistent.

✔️ Track what matters, not just what’s visible. Vanity metrics (likes, views) are misleading. Focus on conversions, funnel movement, and ROI.

✔️ Marketing is a system — not a one-time effort. From ads to emails to follow-up: it all connects. Mapping the full customer journey helps you plug leaks and scale smarter.

✔️ Your website might be the real problem. If ads are performing but you’re not converting, your site experience could be the bottleneck.

✔️ Test big ideas — but always pair them with benchmarks. Creativity is powerful when it’s grounded in data. Be bold, but strategic.

Resources & Links:

• Visit CosmoForge → https://cosmoforge.io
• Watch the viral video → My Best Friend’s List

Dillon’s Free Offer: Get in touch today and receive a free consultation:

• Custom Growth Plan tailored to your business goals.
• Marketing Audit to uncover gaps and opportunities.
• Actionable Steps you can implement right away.
• Budget & Channel Advice for maximizing your results.

Claim your free consultation: https://cosmoforge.io/contact

Connect with Hayley: Subscribe to Daring Dreams wherever you get your podcasts — Apple, Spotify, or at marketingonpurpose.ca

Love what you’re hearing? Leave a review, share the episode, or tag us on social to spread the love. This community grows because of dreamers like you.