Are you working towards leaving your 9 to 5 to run your business full-time? 

Today’s guest, Carolyn Heefner, might just have some words of wisdom for you. 

Carolyn is a Facebook ad strategist who worked offline in the marketing space before deciding to freelance in the online world. 

We’re going to talk about cold calling, being a mom, having mom guilt, and leaving her 9 to 5 to pursue this career full-time so she didn’t have to leave her little one anymore. 

I know that so many of you can relate to this story, so even if you’re not a Facebook ad strategist, you’re going to want to stick around for this episode.

Value Bombs:


  • What it’s like to transition from offline to online 
  • Why you can’t keep stretching yourself too thin
  • How to use your existing network 
  • How cold calling can work out
  • How to approach cold calling
  • Where she finds her clients 
  • What it looks like to work with Facebook ads 
  • How to talk openly about your business with your partner 


Carolyn’s story is so relatable. There were so many gold nuggets in this conversation about mom guilt, leaving your nine to five, cold calling, building value in relationships with clients, and having a relationship with your spouse that’s open and honest. This girl has a heart of gold.

Don’t forget to say hi to her on social media @bellasocialcreative and let her know what you thought of this episode! If you are looking for content ideas and ways to increase your engagement on social check out her amazing freebies below. 

I had such a blast with Carolyn, so I hope you enjoyed this episode.

See you here next week!




Resources Mentioned: 


10 Headlines for Your Social Posts that Will Skyrocket Your Engagement

100 Content Ideas for Your Social

Follow Carolyn on Facebook

Follow @bellasocialcreative on Instagram   


Additional Resources:


Don’t forget to sign up for my free training >> How to Scale to Consistent 10K Months Without Hiring a Team 

Subscribe to the Podcast

Follow Brandi on Instagram 

Follow Brandi on Facebook

Read Full Transcript

Brandi Mowles: I am so excited today because I have Carolyn on here and she's a Facebook ad strategist, but before coming online, it worked offline in the marketing space until she decided to freelance where she found freelancing on her own. We're going to talk about cold calling. We're going to talk about being a mom and having mom guilt, leaving her nine to five to pursue this career full time because she did not want to leave her little one anymore. And I just know that there's going to be so many moms to relate. So even if you're not a Facebook ad strategist, you're going to want to stick around for this episode. So let's jump on it.

Welcome to the Serve Scale Soar podcast, the podcast dedicated to helping service-based entrepreneurs scale their online business to five figure months so they can soar into six figure years. Your host, Brandi, is a wife, mom and in less than one year created a six figure business and now she is spilling all her secrets. So you can too.

Brandi Mowles: Hey, Serve Scale Soar family, I'm so excited because today I have one of our members inside of Serve Scale Soar and conversions for clients. Carolyn has been such a fun journey to watch and I'm so excited to have her on the podcast. So, Carolyn, tell everyone who you are as a person and then tell us a little bit about your business.

Carolyn Heefner: Absolutely. So, as Brandi said, I am Carolyn. I am a Facebook and Instagram ad strategist for digital female entrepreneurs. I have been in the social media marketing industry for actually the last seven years. And about a year ago, I launched my business Freelance, and then a couple of months back, I actually put my nine to five. And now I am focusing on my business full time.

Brandi Mowles: Perfect. How many kids do you have?

Carolyn Heefner: I have one daughter and one on the way in like four weeks.

Brandi Mowles: I love that. I knew you were due super soon, so I'm excited that we got you on here before the due date. And are you having a boy or girl?

Carolyn Heefner: It's another girl.

Brandi Mowles: Yey, so fun. I love being a girl, Mom.

Carolyn Heefner: Yeah, it is fun. My mom, I mean, I had all sisters were a big girl, family, a lot of girl power in the family.

Brandi Mowles: I love that. OK, so let's talk about you said that you had worked out like a nine to five before transitioning online. What did that job look like and what made you make the transition from working offline to online?

Carolyn Heefner: Yeah, absolutely. So I worked for a local university and I worked it for three years since twenty seventeen. And then when I went on maternity leave, I was thinking to myself, I cannot go back to my nine to five. This is not going to cut it. I was just so heartbroken to leave my daughter even though I was leaving her with my mom. It just felt so irresponsible to me to leave her and not be able to be there to watch her grow. So around August, it was right around the time I went back to my nine to five, I was like, all right, I'm going to start my freelance business. I had been thinking about being an entrepreneur probably for the last 15 years. It's been a dream of mine, but I really wasn't sure the path that it was going to take or how I was going to get there. So I just started freelancing. I was doing content creation. I was doing some Facebook ads. And then around December, I actually found Serve Scale Soar. I found conversions for clients shortly thereafter. And right around that time was really when I started to scale my business, I started to bring on higher paying clients, more premium clients. And in February I was for that whole time I was working double overtime. I was working my nine to five. I was coming home. I was working my business. And I was also being a full time job, a full time wife, obviously taking care of the house, nursing full time. So it was a lot. And then in February, my husband and I sat down. I said, look, I cannot I'm very I'm stretched so thin, I can't keep doing this forever. And my husband had said the deal was, if you can replace your income or at least make close to what you're making at your 9:00 to 5:00, you can quit your job. And I had at that point, I was like I had, I think, surpassed my income. That was February. And then around May, I finally, like, made the jump. I let my supervisors know and I quit. And it was the best decision I've ever made. And I've never looked back.

Brandi Mowles: I love that so much and I love that there's so many moms who can probably relate to that feeling of not wanting to go back to a nine to five after having a baby and experiencing being at home during that maternity leave. And so I think that that's going to be so relatable to so many people. But then also like sitting down and having those hard conversations, like knowing that you're being stretched too thin and then coming up with a game plan. So many times we say, like we're stretched too thin or we don't have enough time, but we don't have a game plan in place. And I love that you all created that game plan and made it happen. So my question is, I want it back up to you said you wanted to start getting into freelancing. How did you find out about freelancing?

Carolyn Heefner: So I had a couple of business. Initially when I graduated college, I worked for an agency, a local agency, and I had a couple of past clients who I knew weren't with the agency anymore. And I knew they still needed social media content creation. They were looking for ads. So I just reached out and I really did a lot of cold calling at first. Cold calling is like everyone's worst nightmare. But I just use the relationships that I had and I said, hey, if this is something you're interested in, it's something I'm offering. Obviously, it's lower cost because I was freelancing, so I was just doing it on an hourly basis. That was before I did any packaging or anything like that. And then I. To kind of I got Upwork, I was applying for jobs at Upwork, I got a couple accounts through there, I have a local web design company that sends clients my way. So just like relationships locally and then through like digital pieces of Upwork, like I said then when I found Serve Scale Soar, I really started to dial up my marketing minutes and Facebook groups and started to market myself in there. And that's actually like the biggest piece for me now is how I find clients and Facebook groups.

Brandi Mowles: I love that. So let's go back to you cold calling people and using these relationships. So I have never done cold calling for my service based business because I used to do a whole lot of calling before having my online business. So I was like, I'm never doing it again. But I see that there's so many people who use cold calling and have great success with it. So if someone's like, I really want to do some cold calling, what are some tips that you would have for them?

Carolyn Heefner: I would just say be yourself, be genuine and ask for the right people. I think a lot of times with cold calling for in my instance, I knew the people I was looking for and asking for because I had worked with them prior.

Carolyn Heefner: But do your research ahead of time. If there is someone you know you need to be speaking to, especially if it's like the owner of the business or like the marketing manager or something like that, know their name right out the gate because you don't want to be calling in, not knowing who you're about to talk to and you don't want to be asking around because they will bounce you around from person to person, especially locally, because if you say, hey, I'm with this marketing agency or I do marketing and I wanted to talk to someone there, they're going to be kind of confused and they're going to bounce you around. You definitely want to do your research ahead of time. And then they're actually of the great post from one of our fellow colleagues in Serve Scale Soar and conversions for clients who she actually does like a comparison of the cost that, like a lot of local businesses do, like traditional advertising. And if you show them your ad dollars will actually be better spent with digital advertising and you show them results. That is a great way to get their attention as well.

Brandi Mowles: I love that. And I think the big thing is you're using relationships that you already have. So many times we're scared to reach out to those relationships that we already have and fear that we're going to ruin those relationships. So did you ever feel like did you come out of it as a place of value or how did you approach these people that you had already built that relationship with? And did you have any of those fears, cold calling them being like, hey.

Carolyn Heefner: No, I didn't. And the reason is because I truly believed that and I still believe that I can help them. And I was coming to them in a place of service and not in a place of like, hey, I'm trying to make money, obviously trying to make money to provide for our families. That's secondary. I think as a service provider, if you come at it like I can help you grow your business and you truly believe that, then you shouldn't feel bad about pitching your services. Because I think other business owners appreciate that honesty and they can see that passion when you bring it essentially.

Brandi Mowles: I love that so much. And so I want to go now. You were doing content creation. You were doing all these other things, and then you niche down to where you're just doing Facebook ads. What made you want to start running Facebook ads? Had you been doing that before?

Carolyn Heefner: Yeah, so I actually I've been doing Facebook ads since like the the very beginning it seems, of Facebook ads like that when they started. I feel like Facebook ads really started like ten years ago. But locally for us, it was like seven years ago because we were in a smaller market. So I really like taught myself everything I could possibly learn about Facebook ads. At the time I was doing Facebook ads, I was doing SEO, I was doing Google ads, but I really loved how Facebook was just changing the market with ads. Their data was so specific. The way that you could run ads was just so interesting to me this past year. It was really hard to inch down. And I know that a lot of people do have like different offerings and packages. When I was offering content creation, at first I loved it, but then I was like, OK, I like the ads more. It's more technical. You can provide legitimate results. You can show people where their ads are running when they ran. You can show them numbers. And that's what I love about it. So that is why I niched down the content creation piece just takes so much time and brainpower and the people that do it and do it well. I give them so much credit because I've been there and I actually became someone that hated it at the end.

Brandi Mowles: Ok, so then this is so interesting because you had been running ads before I even knew what a Facebook ad was, and so, you know, you had all this experience, you were self-taught. Why then would you enroll into conversions for clients?

Carolyn Heefner: Yeah. So when I found conversions for clients, I thought to myself, OK, I've been taught myself everything I do now. Like I have YouTube to everything. I've Googled everything, but I've never had someone that could show me, like if I was like to confirm that I was doing it correctly. And the benefit of conversions for clients, too, is there's a community that can help and support you. So both of those pieces just fit so perfectly for what I was looking for. And when it was right around the time that I decided in January, I was like, OK, I'm not going to do content anymore. I am going to just focus on ads. But if I'm going to focus on ads, I need a strategy.

Carolyn Heefner: I need to know what I'm doing is correct. And that's what conversions for clients gave to me. I went through the modules. I'm actually going to go through them again on my maternity leave once my second is born, just so I make sure I'm not missing anything. Things have changed, but yeah, it's just such a huge tool to just make sure what you're doing is correct because Facebook ads are changing so rapidly and Facebook changes so quickly, especially with the strategies and the bidding and everything. So, yeah, just to have it confirmed that what I was doing was right.

Brandi Mowles: I love that in the community. Absolutely. It's so incredible just getting that feedback, like saying like, hey, what do you think about this and getting instant feedback. I think so powerful. That's something I definitely didn't have when I was learning ads. So I love that. OK, so tell me, what has been your biggest win in your business?

Carolyn Heefner: My biggest win. So I have a couple actually. So my first day is when is the fact that this past month I actually hired a virtual assistant and that was just so cool because I'm able to help someone else support their family. And that just feels so amazing to me because that was my goal when I started this business. Obviously, I want to support my family, but now I'm at a point where I can help other people support their family and I hope to keep growing. And then the next biggest one was probably this month hitting my ten thousand month, hitting my first ten thousand dollars one. That was a big deal. So I'm hoping that once this baby is born, my husband and I will be able to celebrate a little bit over a drink or two.

Brandi Mowles: Yes. And what does your husband think about all this? Because it wasn't too long ago he was like, you have to replace your income. And now, not too long after that, you're having a ten thousand dollar month.

Carolyn Heefner: I know it. Well, it was funny when you first thought that he was like, you didn't do it. He has been the biggest supporter without him. I don't think I would be where I am. But he has done such an amazing support. And he said, when you quit your job, I knew you do OK, but I never had any idea that you would grow it to this point. And he said, I just he's like, it's amazing. Every single day you just inspire me how much you've grown this and how much you're continuing to grow it. So it's just cool to hear that because, you know, he's kind of a big shot and his job and it feels cool that I have, you know, and I feel like I'm a big shot in this job.

Brandi Mowles: You are a big shot. That is so awesome. And I don't think any of us come into the online space like realizing how big our business can be and how many lives can be impacted, whether it's our family, other people, just your clients. And it's so amazing to see and that I just see your heart. And that is why you've grown the way you have. It's because you're always leading with value. You have such a heart of gold and it's been evident through this conversation and just watching your growth. So I'm so excited for you and I know this is just the beginning.

Carolyn Heefner: Thank you. I actually have a quick story to about Serve Scale Soar. So when I first started with my business or when I first found Serve Scale Soar, I was listening to this podcast and I was like, man, it's just so cool to hear these women stories. And I hope that someday I'm on this podcast. So that's a huge win too that. I'm even on the side guess because I've been listening to it for so long. And I said to my husband said, you know, nine months ago I was saying, I hope someday I'll be able to be on that podcast and today I'm on it.

Brandi Mowles: But that's so cool. I love that so much. OK, so what do you think's been? I have a few more questions for you. What do you think's been the biggest hurdle for you in your business?

Carolyn Heefner: The biggest hurdle is actually not something business wise. It's just been like overcoming my mindset. And I know a lot of people deal with this. I know there are a ton of mindset coaches, but I just it's know, especially with what this year has brought, just adjusting to being home full time, being a mom full time, taking care of a toddler baby that now as a toddler and is just so busy, but also trying to balance everyday calls and getting my work done and trying to separate working at night versus working during the day, it's just been like trying to balance everything and then, of course, another piece of it has just been overcoming this mom guilt, which I think a lot of people, a lot of women have. When we recently brought a nanny in to help us with Ella and to hear them in the other room, I feel like guilty, weirdly, that I'm not taking care of my daughter and I'm working even though in the same house, it's just it's such a weird brain warp and like an emotional thing that you feel like you're not being a good mom because you're not there every second. So that has been like a big challenge for me that I'm still trying to overcome every day. Just little little steps every day.

Brandi Mowles: Well, when you figure it out, let me know.

Carolyn Heefner: I'm not sure if I ever will.

Brandi Mowles: I don't know if we ever will, because when I was working in my office at home, I to hear my husband and daughter play and I had mom don't know how to go to the office. So I don't hear them. And I have mom guilt. So I don't think there's any way around it. We're just going to have that, mom guilt. I think the important thing is we don't beat ourselves up about it and recognize it and try to just do our best. And I think that's all that we really can do. But I know that I'm not alone. You're not alone in feeling that way. We all feel that way. Yeah.

Carolyn Heefner: And it feels good to know you're not alone. Other moms are going through this every single day.

Brandi Mowles: Yeah. Other moms are suffering with it, too. Yeah, that's right. OK, I love it so much. But before we wrap this up, I want to go over some rapid fire questions. It's not the first word that comes to your mind, just kind of the first phrase. Are you ready for it?

Carolyn Heefner: Yes.

Brandi Mowles: OK, perfect. So what is your favorite part of your business?

Carolyn Heefner: The very part of my business is being able to choose the clients that I work with. I think when you go from, like, agency life to having someone say, OK, we learned of this client, this is who you're going to work with to your own business, where you can vet these people beforehand and you can say, OK, this is going to be a good fit or maybe this will be more of a headache than there were. That gives you a little bit more breathing room and you can design your business the way you want. And I just love that. That's something I've never experienced before. And it's really cool.

Brandi Mowles: I love that. And I'm proud of you for turning away people that aren't right, because I have a key like you may feel that gut instinct that they're not the fit, but then you still take them on and that's when all the bad stuff happens.

Carolyn Heefner: Yeah, exactly. So true.

Brandi Mowles: OK, so tell me what your favorite tool in your business?

Carolyn Heefner: My favorite tool is actually because of you. Dubsado. So I could not live without Dubsado. And it's amazing because I'm like, how is this so cheap. It's such a cheap tool and you can do so much with it. Like for the first seven months of my business, I didn't have a VA. So Dubsado was essentially my VA, it was great.

Brandi Mowles: Absolutely. I love that. And the other thing is we were talking before we jumped on and Caroline doesn't use I asked her. I was like, is ClickUp running slow today? And she was like, I don't use Clickup. And I was like, what? Who in my world does use Clickup?

Carolyn Heefner: I will eventually I got to learn it. It's just one of those things that's been on my back burner that I'm like, all right, I got to get into go now.

Brandi Mowles: Use what's working for you. It doesn't mean you have to switch. OK, so tell me about the best piece of business advice you've ever received in your business.

Carolyn Heefner: Yes, the best piece of business advice that I ever received. And I wish I had learned the sooner, but I guess I learned it soon enough was you have to invest in your business if you're going to scale and grow. That's what I did with convergence for clients of the Serve Scale Soar. I actually hired a recently hired a business coach, like a mindset coach to help me overcome my mindset issues. And every single time I have hired a coach or taken a course, I have made that money back within like days, which is crazy. I feel like it's one of those karma things. But yeah, every single time I made a big investment, I've made the money back and then some. So I would say know, that it's OK to like reach out and get help because doing it alone just is not. You might be able to do it alone, but you're going to grow a lot slower than if you just invest in yourself and your business and get the help that you need.

Brandi Mowles: I love that. And I also think that people have expectations that they have to consume the whole course in order to get their money's worth or whatever it is. There are some programs I'm invested two thousand dollars in and only got to like listen to about the one piece that I needed and it made me tens of thousands of dollars back. I didn't need to go through the whole thing. I made my money back just with one nugget like if you can just take one nugget and take action, it can make all the world of difference in your business.

Carolyn Heefner: Yeah, absolutely. I'm actually learning that with this most recent investment, my business coach, like I'm literally in like her second pillar and I'm like, OK, I've already learned so much and I'm not even halfway. Not even close to being halfway through this course. So, yeah.

Brandi Mowles: I love that. OK, so last question. This wasn't on the questions we sent you. What is your favorite part of conversions for clients?

Carolyn Heefner: My favorite part of it has to be the community. And I say that because literally, like I go into that community every single day, just a lot of times to ask questions because I'm like, I need help with my client. But a lot of times I'll just go and just to see what other people are posting, because I know at some point I will face that issue that someone is having or if I can provide my seven years of experience, I hope to do that. But just to have that community, just the other day I was about to launch car open ads for a client. This was my first client that I've ever done like car open for. And I couldn't figure out the pixel. And Jen in our group jumped in and was like, oh, that's how you do it. And she was super helpful. And she was like, if you want me to hop on a call I can. And it was just like so cool that she was like, I can hop on a call when I was like somebody. Jen is not getting paid for this. She just wants to, like, genuinely help. And I hope to do the same for someone else in that group as well, because it just makes the world of difference and it gives you more comfort that what you're doing with your clients ads is correct. And that feels good to have.

Brandi Mowles: I love that. I was just telling people that that's my superpower, apparently that I never knew I had is boating community. Whenever we have anyone, it doesn't matter what program it is, like the community.

Carolyn Heefner: So, yeah, it's so true. And Serve Scale Soar is the same way of conversions for clients. I think it gives you more of like a premium package because it's ads are just so much more complicated.

Brandi Mowles: I love that. I love that. OK, this was so amazing. I know so many moms out there are going to relate with you and this is going to help so many people feel not alone, like there is someone else out there that feels the exact same way that they're feeling. And some of them, that's all we need. So tell my listeners where they can connect with you and learn more about what you're doing.

Carolyn Heefner: Yeah, absolutely. So my company is called Bella Social. My website is and my social media handles are all @Bellasocialcreative. So you can connect with me on there. I've been testing out a lot of reels so you can check out my reels. But yeah, it's been so much fun to grow this business and grow my pages and help other people.

Brandi Mowles: I love it so much. Well, thank you so much. And we'll chat soon.

Carolyn Heefner: Perfect.

Brandi Mowles: Y'all. That was so good. Carolyn was so relatable. There were so many gold nuggets about mom guilt, leaving your nine to five cold calling, building value in relationships with clients and having a relationship with your spouse that's open and honest. And I just loved how relatable Carolyn was and what a heart of gold she had. And I know that it would mean the world to her if you reached out to her in her DMs, and just thanked her, let her know something that you took away because that can change a person's day getting those DMs and just hearing how their words impacted you. So until next week, y'all go out and serve your clients, your business. Soar into that six figure year you deserve.

Thanks again for tuning in to the Serve Scale Soar podcast with your host, Brandi, if you loved our podcast. Please be sure to leave a comment or review and be sure to tune in next time.

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Meet Brandi

Brandi Mowles is the host of the Serve Scale Soar podcast which is a podcast dedicated to helping service-based entrepreneurs scale their online business to five-figure months so they can soar into six-figure years. Brandi is a wife, mom and in less than one year, created a six-figure business.   Now she is spilling all her secrets so you can too.

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