An Interview With Ellen Coule (Head of Sales at BossBabe)

If there’s anyone I could talk with all day about marketing and mindset, it’s Ellen Coule—marketing consultant, speaker, and Head of Sales at BossBabe, the wildly popular, multi-million dollar online community for ambitious women. It was truly a pleasure picking her brain about creating killer content, connecting with your target audience, and doing big things even when you’re a small business.

Press play for just under 30 minutes of *actionable* advice you can implement as a small business marketer today.

Short on time? I’ve summarized the key takeaways below.


  • Speak directly to your ideal buyer. Narrow your focus, talk in their language, and create a connection.
  • It’s important to develop a “know, like, and trust” factor. When your content shows that you truly know and understand who your audience is and what their needs are, they will begin to trust you. When they trust you, they buy from you! You can’t develop this factor by trying to appeal to everyone at once. Zero in on your target audience.
  • Your content should attract your target audience and repel everyone else. Be unapologetic about not appealing to everyone.
  • The bigger and more varied your audience, the harder it will be for your content to resonate. Choose quality over quantity.
  • Speak to your audience the way they speak. Use the words they already use.
  • Conduct market research to get to know your audience instead of assuming you know what they want.


  • Don’t rely on your personal experience and assume your target audience behaves like you. Research the reality.
  • Market research isn’t reserved for big corporations. Small businesses can conduct market research on a budget by interviewing ideal buyers, reading reviews and testimonials for similar products/services, and asking questions.
  • Avoid closed-ended and leading questions. Those won’t get you authentic answers. For example, instead of asking, “Would you be interested in A or B?”, try, “What is the obstacle you’re facing right now?”
  • Identify where your ideal buyer is and where they want to go.
  • Find out how your ideal buyer talks. What language do they use to describe their needs? Are you using their vocabulary?


  • Mindset is everything. Affirmations and mantras can help you develop the confidence to try new things. Write yourself a positive note on a post-it and stick it where you can see it every day.
  • Don’t be afraid to experiment, test, and iterate.
  • If you’re thinking small, evaluate who is in your circle. Your ability to think big is influenced by who you surround yourself with. Not everyone deserves a seat at your table. Build relationships with like-minded peers who can propel you forward.
  • Say your ideas out loud to someone you trust.
  • Fill in the gaps in your knowledge by asking peers who have expertise in that area or learning from others who are on the trajectory you want to follow (even if they’re in a different industry). You don’t need to know someone personally to learn from them. Read books, watch interviews, listen to podcasts, and use all of your available resources.
  • Meditation can help you manage your doubts and feelings in a way that lets you see where your ideas take you.
  • Don’t wait for perfection to put your product/service out into the world. All you need is your MVP (minimum viable product).
  • Don’t get too caught up or stuck in your research phase. Keep moving forward and iterate as you go along. Everything is an experiment that you will continuously learn from.


  • Know your purpose when building your personal brand. Connect that purpose to your brand.
  • Attract and repel the way you would for a business brand. Don’t be afraid of what people will think. You may lose followers along the way, but you’ll maintain and grow your target audience.
  • Don’t get caught up in vanity metrics or instant results. What you lack in quantity, you will make up for in a high quality audience who truly connects with your personal brand.

Great stuff, right? Follow @ellencoule to learn more from her!

A big thank you to Ellen Coule for sharing her expertise with us!

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