Jun 12, 2025

MASTERMIND: COACHING CALL #10

Summary

Lissette Calveiro led a discussion covering various creator challenges and strategies. Marya Choby discussed leveraging her significant Loft sales data in pitches, while Paula Carozzo highlighted her success with a diversified pitching approach focused on problem-solving. Other participants like Florence Jackson, Niki Ferguson, Kristen Bor, Julia Jornsay-Silverberg, and Emma Louden addressed content engagement, creative struggles, business pivots, burnout, and content strategies during life transitions, with Lissette offering tailored advice to each.

Details

• Meeting Start and Introductions Lissette Calveiro welcomed everyone to the meeting, noting that it's her favorite meeting of the week. She mentioned a workshop she recently gave on pricing, highlighting the common concern among creators about their rates being too high. Lissette also addressed initial hesitations from participants, such as follower count, brand size, inconsistency, and finding a pitching fit (00:00:00).
• Overcoming Hesitations and Valuing Oneself Lissette Calveiro emphasized that the best way to overcome hesitations is for creators to feel valued and confident in how they present themselves and their work (00:01:37). She advised against focusing solely on follower count for pricing, suggesting that creators should highlight their unique value and the audience they serve (00:02:27). Lissette also pointed out that fewer, higher-paying brand deals can be a better investment of time than numerous low-paying ones (00:03:20).
• Marya Choby's Success with Loft Sales Data Marya Choby shared her excitement about discovering she had driven $115,000 in sales for Loft in the past year (00:05:26). Lissette Calveiro congratulated Marya on this achievement, noting that this level of sales could fund an entire person's salary (00:06:34). Marya inquired about how to incorporate this sales data into her email pitch to Loft.
• Strategizing the Use of Sales Data in Pitching Lissette Calveiro advised Marya Choby to use her sales figures to demonstrate her value as a partner to Loft. She suggested structuring the pitch to include who Marya is, who she influences, and her performance metrics, highlighting the significant sales driven (00:06:34). Lissette also recommended contextualizing data, such as comparing conversion rates between months to create a compelling story for the brand (00:08:38).
• Sharing Personal Connection to Enhance Brand Partnerships Lissette Calveiro encouraged Marya Choby to share her long-standing personal connection with Loft, as it can strengthen the brand partnership and resonate with her audience. She suggested incorporating this personal story into Instagram content to add a more personal touch beyond styling-focused posts (00:11:41). Marya agreed to share her Loft story.
• Approaching New Brand Partnerships with Gifting Consideration Marya Choby sought advice on reaching out to FitFlop for a potential partnership, wondering whether to ask for gifted shoes initially or buy them to demonstrate audience interest (00:12:27). Lissette Calveiro recommended first inquiring about how FitFlop works with influencers before directly asking for product (00:14:33) (00:16:10). She explained that starting with a gifted collaboration can be a natural first step in building a relationship and provides proof of concept for future paid partnerships (00:15:20).
• Paula Carozzo's Diversified Pitching Strategy Paula Carozzo explained that she has been developing a pitching strategy that highlights her multi-dimensional identity as a disability activist, consultant, and creator, rather than solely focusing on influencer status (00:18:40). She shared her success in securing a consultation agreement by tailoring her pitch to address the specific needs and gaps of the brand (00:19:57). Lissette Calveiro affirmed that Paula's approach of identifying a problem and offering value is effective and that content creation can be leveraged in negotiations (00:20:48).
• Leveraging Content as Collateral and Seeking Collaborative Leads Paula Carozzo mentioned using her content as a portfolio to showcase her work and inquired about the possibility of sharing her pitch internally to generate potential leads collaboratively. Lissette Calveiro fully supported this idea and also suggested sharing the pitch with the broader group for networking opportunities (00:22:40). She acknowledged the shift in Paula's approach away from traditional influencer brand partnerships and towards diversified revenue streams (00:23:32).
• Florence Jackson's Content Engagement Challenges and Cookbook Project Florence Jackson shared that her content engagement has been low recently and she needs to reassess what content is working (00:25:18). She also mentioned a previous cookbook idea that was rejected by her publisher but that she is considering pitching to others (00:28:38). Lissette Calveiro suggested Florence try remixing other videos as a new content style and encouraged her to continue exploring and experimenting (00:26:56).
• Experimenting with New Content Styles and Remixing Lissette Calveiro encouraged Florence Jackson to try new platform features or video styles, including remixing videos, to potentially boost engagement (00:26:12). She provided an example of remixing a baking video by demonstrating a home version, suggesting a tie-in to Florence's hosting pillar (00:26:56). Florence expressed enthusiasm for the remixing idea, particularly in the context of home baking content (00:27:50).
• Niki Ferguson's Travel and Content Creation Struggles Niki Ferguson shared that despite a recent trip, she is struggling with creativity and has not reposted much of her old content to her new page due to outdated trends (00:32:46). She also expressed feeling self-conscious about the quality of her videos and photos, leading to analysis paralysis and a reluctance to post (00:36:32). Lissette Calveiro advised Niki to post old trend videos as trial reels with low expectations and encouraged her to overcome perfectionism by simply creating and posting content, even if it feels cringy (00:32:46) (00:38:35).
• Overcoming Perfectionism and Self-Consciousness in Content Creation Lissette Calveiro encouraged Niki Ferguson to prioritize posting content over perfection, suggesting she try a casual, unedited video on a walk, like facetiming a friend (00:39:35). She shared her own experiences with self-consciousness on camera to reassure Niki that these feelings are common and that progress comes from consistently creating, even if it means posting and ghosting initially to protect mental well-being (00:43:58) (00:46:38). Lissette emphasized that future self will appreciate the progression (00:39:35).
• Kristen Bor's Pivot from Blogging to Video and Coaching Launch Kristen Bor expressed frustration with feeling the need to maintain her blog while recognizing the importance of pivoting to video content, particularly YouTube (00:49:17). She felt creatively uninspired and questioned the best approach for relaunching her van life coaching services (00:50:52). Lissette Calveiro explored Kristen's potential hesitation stemming from the time invested in her blog and affirmed that it was not wasted time (00:51:55).
• Finding a Comfortable Video Style and Utilizing Existing Content Lissette Calveiro assured Kristen Bor that she doesn't need to be an entertainer in her videos and should focus on what her community needs, such as informational content (00:53:57). She highlighted different successful video styles that don't rely on being overly performative and suggested Kristen leverage her well-researched blog content for video ideas (00:54:57) (00:56:37). Lissette also recommended considering platforms like Facebook and the use of YouTube Shorts to grow her audience (00:57:30).
• Video Strategy Kristen Bor discussed needing to choose between focusing on their blog or going all-in on video content creation (01:00:14). Kristen feels stuck trying to manage both, especially with the constant need to update blog affiliate links. Kristen plans to focus on video during their van travels this summer, after completing some sponsored blog posts (01:01:07).
• Revenue Streams Lissette Calveiro noted that it's normal for different business aspects to evolve, and blog revenue might change (01:00:14). Lissette suggested that Kristen let go of the idea that things have to be done a certain way. Lissette believes Kristen's blog has served them and might continue to do so, even if the revenue style changes (00:59:19).
• Van Life Content Series Lissette Calveiro suggested Kristen create a video series about their van life travels (01:02:16). Lissette believes a series format, even with varied content like reviews and reflections, is good for discovery. Lissette cited an example of a successful series that significantly grew a creator's audience (01:03:08).
• Coaching Promotion Kristen Bor considered that a van life series would provide a good platform to promote their coaching services (01:04:01). Lissette Calveiro encouraged Kristen to go "all in" on their launch strategy to validate the idea and feel excited about it. Lissette suggested starting with a newsletter launch and using follow-up "nugget emails" (01:05:05).
• Launch Strategy Kristen Bor intends to create a simple front-facing video to promote their van life coaching (01:05:53). Lissette Calveiro suggested creating a launch timeline with specific weekly promotion activities. Lissette offered to hold Kristen accountable for their launch plans (01:06:52).
• Burnout Awareness Julia Jornsay-Silverberg shared that while business is good, they are feeling very close to burnout due to managing many things. Julia recognizes the need to slow down, rest, and prioritize mental health (01:07:41). Lissette Calveiro inquired about the minimal investment activity driving Julia's business (01:08:46).
• Word-of-Mouth Referrals Julia Jornsay-Silverberg identified word-of-mouth from current clients as a significant source of new business. Julia noted that public speaking increases followers but not necessarily clients (01:08:46). Julia explained that Buffalo is a unique city where good work leads to referrals (01:09:59).
• Maintaining Momentum During Burnout Lissette Calveiro advised Julia to focus on maintaining current client work without taking on extra tasks during this phase. Lissette suggested setting boundaries and perhaps scheduling in-person coffee meetings with local clients as a restorative activity (01:15:31). Julia appreciated this advice and acknowledged the need to say "no" more often (01:16:18).
• Content Strategy for Life Transitions Emma Louden is experiencing anxiety during several life transitions and wants to share this with their audience (01:21:48). Lissette Calveiro assured Emma that vulnerability is never annoying and is often relatable (01:22:45). Lissette suggested framing content around the life transition, even focusing on the messy and uncertain aspects (01:23:35).
• Vulnerable Content Posting Lissette Calveiro advised Emma to post about their life transitions often and in different ways, as new audience members arrive (01:25:26). Lissette shared examples of how to approach vulnerable topics without just speaking directly to the camera. Emma appreciated the ideas for creating varied content related to their experiences (01:26:28).
• Book Proposal Content Trial Emma Louden wants to use their Substack and Instagram to trial ideas for a book proposal based on their TED Talk (01:27:21). Emma is considering using AI tools to help generate content but wants it to feel authentic (01:28:18). Lissette Calveiro suggested leading with personal stories related to the book's potential themes to engage their current audience and gather feedback (01:29:09).
• Series Content Ideas Lissette Calveiro suggested Emma consider a series like "30 lessons I learned" during a specific transition or themed around their passions, like anger at the government leading to action. Lissette believes Emma's ability to create action-oriented content aligns well with such series (01:31:08). Lissette also shared a positive experience with Substack notes for another client's engagement .

Suggested next steps

• Kristen Bor will focus on video creation while traveling this summer and consider a "Summer Van Life" video series.
• Kristen Bor will prioritize the launch of their van life coaching, potentially with a front-facing video and a shared launch timeline.
• Julia Jornsay-Silverberg will consider taking local clients for coffee to maintain relationships.
• Julia Jornsay-Silverberg will aim to take regular walks.
• Emma Louden will share their experiences with life transitions honestly in their content.
• Emma Louden will use personal stories on Substack and Instagram to explore book proposal ideas and seek feedback.
• Emma Louden will consider content series related to their experiences or reactions to current events.
• Emma Louden will explore using Substack Notes and share Substack updates with the group for accountability.